Brands and brand managment: The importance of brands!
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Brand Winners and Losers of 2012

Brand Winners and Losers of 2012 | Brands and brand managment: The importance of brands! | Scoop.it
My picks of the best and worst branding efforts of the year.
Mike Kirkwood's insight:

What I like about this article is how it demonstrates the power and intracacies of branding and the pitfalls, such as rebranding. If done well, it works! If done poorly these brands fall flat on thier faces, confusing consumers and basically losing the hard fought value they may have built up over time. Alternately new brands damage perceptions and also confuse consumers and themselves, however if it's broke i guess it can be fixed. Brand advertising can flip brand weakness into strength or reinforce negative perception. Great brand management takes a good brand and makes it better, reinforcement solidifies and mantains the relationship, without brands offerings would be lifeless, boring necessities! Part of the human condition is about individuality and a sense of belonging, brands allow people explore these facets of themselves through what they consume and how they present themselves giving definition to their own existence.

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Ravneel Chandra's comment, March 21, 2013 6:20 AM
This article is very cool, it shows large companies can get brand advertising, re-branding, brand management and new brand name perfect and nail it but some get it absolutely wrong and tarnish their brand name, image, equity and reputation. This article shows whys brand is so important for a company, it can either make you like apple or weaken you like facebook. I believe a company that has decided to re-brand itself is BNZ, by bringing out new ads adn changing their message conveyed to the public about the bank. Making themselves a much more serious investment than it was. So far I believed it has worked in their favour.
Willicia Spider-Silva Vake's comment, March 21, 2013 7:23 AM
I liked this article because it highlights all the major brands that have moved towards re-branding. On top of this the article also highlights the good/bad moves that each brand made which help generate more in-depth knowledge and understanding in terms of both good and bad maneuvers in re-branding.
Greg Nekcam's curator insight, March 21, 2013 7:58 AM

I find this article interesting because it demonstrates how that rebranding can be a powerful tool to increase brand value, specifically consumer based brand equity. But there companies need to be cautious because if rebranding is not done really well brand value can most certainly suffer. The article also showed how Chrysler drew on emotion in their successful brand advertising champaign, and showed that you can have shared increasing brand value as it did the detriot as a city and the heart of american car production, and the Chrysler brand.

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The Importance of Branding Your New Business - NYTimes.com

The Importance of Branding Your New Business - NYTimes.com | Brands and brand managment: The importance of brands! | Scoop.it
Here's why early branding of a small or emerging company is key to business success.
Mike Kirkwood's insight:
Mike Kirkwood's insight:

As this articles points out, a brand is a companies face to the world. A brand is a name, sign , symbol or design that identifies and differentiates. Brands relate to consumer perceptions, associations and the value they place on your business. The brand is a promise, what consumers should expect! Brands are valuable to both consumers and businesses and from an IMC perspective this allows brand equity to be built. Businesses create brand awareness through the marketing communications based on their brand identities (who they are). Brands create networks of associations that potentially assist in building a relationship between the brand and the consumer in an effort to generate emotional attachment. Brands are powerful!

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Wu Meng's comment, August 21, 2013 6:56 AM
This article shoes how the company product brands face to the world. The company name, logo how through an organization communications. Branding is also describing these same attributes for a company's products, services, and planning. Such as Apple product, it is simple and clearly designs.
Duncan Robertson's comment, August 21, 2013 8:42 PM
This article as Bronson has stated outlines the importance of branding a new business. Its the head start you need to get of your business in order for consumers to recognize it. The way you present your brand first off, is the vision that consumers will always see and it will become the face of the company as outlined in the definition in the article.
C hu ck's curator insight, May 14, 2014 6:28 AM

This article clearly describes how the branding is a key to business success, especially for new businesses. In general, the branding expresses what a business is, what it can offer, and why the business exists in the first place. The value to business of owning strong brands is incontestable (Clifton et al., 2003).
For a company, the brand is first and foremost the company's face to the world. It is about the name of the company, the logo, and the communications in the company. The brand is also about how the company is perceived by customers. Lastly, a brand is a promise and a reason for the existence of an organization. With a clear band, the company can convey its key audiences, including customers, shareholders, employees, necessary information regarding its products, services and projects. 
Therefore, for a new business, except for funding and product development, branding is also very important at the initial stages and the stages of building its reputation. A successful band should be simple but symbolized and memorable.

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Best Terry Crews Old Spice Commercials

The funniest Old Spice Commercials, hosting Terry Crews, ever shown on TV. I am not endorsing or promoting any Old Spice Products, just want everyone to have...
Mike Kirkwood's insight:

The importance of brands within the IMC context involves brand messaging using both transactional and the relationship perspectives. I used the above add to illustrate how the organising idea of old spice being strong and able to withstand anything is presented to start the bonding process. The ad outlines some product benefits, shows personalty and uses humour to stir emotions, be it a giggle. The product alone without the brand and the marketing communication would be generic un-interesting and hold no significance to consumers thus highlighting that branding is the mix of communication and imagery that identifies, seperates and highlights the offfering taking it from just form and function to something much much more.

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