Brand Management Drivers: Developing and managing sustainable brands requires a disciplined system of delivering exceptional and relevant experiences for the customers and stakeholders through effective connections and ongoing engagement as well as...
This article was very short and simple and straight to the point of brand management. This article has given five driving factors to managing your brand that a critical for creating and continuously managing successful brand; experience, connection, engagement, advocates and promise. All 5 factors apply when managing a brand and each have a very important role that should not be overlooked. The brand is just about how the consumer perceives it and this all results from the 5 factors. Marketers need to create an experience for the consumers so that they have a visual and positive idea in their head about the product. They need to be able to connect with the consumers by social media as majority of people use social media sites and is easy to connect and advertise a product through that. Engagement would have to be the most important factor as engagement with their consumers is vital for being able to create a relationship which can uphold to keep the consumer satisfied and loyal. Marketers need to make sure that their employees have a positive attitude and believe. This allows more positive imagery for the brand. Last of all is promise. It is important that the brand created can be trusted, allowing consmers their customer loyalty.
This article about coca-cola was no surprise to me that it has been one of the most successful brands. I was quite amazed of how coco-cola is doing now. They know how personalize their campaign and focus the attention onto them. One of the easiest ways they managed to get a lot of people’s attention is when they launched the personalized coke bottles. There were only 150 names out there but that was enough for people to search for their name and want it! This made coke very popular and people started to talk about it a lot more. It was something small and personalized that caught the attentions of consumers. This was a simple concept that encouraged vast numbers of people to buy and share the brand in both real and virtual world. It reiterates the importance of brand perception, along with the use of advertising and social media to influence and alter consumer experience. I know that if my name was on one of the bottles I would want to look for it.
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