Brand Management - More than ever before, brands today are shaped by customer experiences—including those online. Create positive digital experiences with these four tips that'll help you effectively build and manage your brand ...
This article talks about that brand management change. Traditional brand management helps to understand brand to customer and keep focusing on sending brand image and message to customers. However, today a brand manager is deeper, fragmented and more complex and fragile. Nowadays, they are trying to focus on customer relationship and service to understand consumer behavior in market effectively. This article also suggests four key elements to building and managing a brand. Firstly, laser focus on customer behavior and needs. As marketer, you have to understand the motivations, needs, and behavior of your customers. Secondly, cross-channel customer experience planning. Thirdly, Program Measurement That Integrates Follow-Through Measure your program results both qualitatively and quantitatively, and use those results to modify your marketing strategy and tactics. Lastly, Real, Meaningful Value in Your Content and Experiences. Many marketers focus on providing information about their brand's products, but there are many opportunities before that point in a customer's digital journey for the brand to serve up content that is purely educational, or even entertaining.
Small Business Trends What is Branding? And Should Small Businesses Care? Small Business Trends If you spend any time in marketing circles or reading about marketing, you will bump into the word “branding”.
Jae Woo Park's insight:
This article talks about overall idea of branding. It defined that Branding is successfully creating a brand identity that will not only make your business more appealing in comparison to your competitors, but it will also convince consumers that in a sea of prospects, your business is the only one capable of satisfying their needs. Also, branding is creating identity, perception, customer loyalty, awareness so branding is doing those activities and communications, large and small that create and reinforce a brand such as what a company is known for.
Your branding (a noun) is all the elements that make up a brand, whether logo, packaging, colors, reputation for customer service, reputation for customizing customer orders without complaint, speed, self-serve options, low price, high quality — whatever
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