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IMC- Brands & Brand Management; The Importance of Brands
Brands & Brand Management; The Importance of Brands
Curated by Keane Orchard
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The Importance of Brands I:

The Importance of Brands I: | IMC- Brands & Brand Management; The Importance of Brands | Scoop.it

"Any CEO with half a mind knows his/her job rests on the value of the brand their company is associated with."

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Keane Orchard's curator insight, March 19, 2013 1:12 AM

An organisation needs to protect their brand at all costs or risk losing the stigma around it and therefore the ability to charge premium rates for their products. If the brand is no longer viewed as respectable or desireable then the company may face a serious downturn in customer loyalty and sales.

Kate McKenna's comment, March 21, 2013 1:39 AM
I agree. Once a brand sets a certain standard for their products, it is their responsibility to uphold that standard in order to both maintain and gain a strong customer base and brand image.
Keane Orchard's comment, March 21, 2013 4:45 AM
That's true, the standard is a huge part of what a brand stands for and why it is paid for in the first place. Organisations need to keep an eagle eye on their standards as letting them slip will in turn let consumer loyalty and sales slip away with them
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The Importance of Brands I:

"Any CEO with half a mind knows his/her job rests on the value of the brand their company is associated with."

Keane Orchard's insight:

An organisation needs to protect their brand at all costs or risk losing the stigma around it and therefore the ability to charge premium rates for their products. If the brand is no longer viewed as respectable or desireable then the company may face a serious downturn in customer loyalty and sales.

more...
Kate McKenna's comment, March 21, 2013 1:39 AM
I agree. Once a brand sets a certain standard for their products, it is their responsibility to uphold that standard in order to both maintain and gain a strong customer base and brand image.
Keane Orchard's comment, March 21, 2013 4:45 AM
That's true, the standard is a huge part of what a brand stands for and why it is paid for in the first place. Organisations need to keep an eagle eye on their standards as letting them slip will in turn let consumer loyalty and sales slip away with them
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Branding and Its Importance to Consumers and Organizations

Keane Orchard's insight:

This article discusses the importance of branding and how thorough reseach should take place when an organisation is thinking of branding or re-branding. Consumer perception is key and so an effective branding strategy should be put in place to ensure an organisation is percieved well by the consumer which often calls for an emotional connection with the brand.

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Kate McKenna's comment, March 21, 2013 1:46 AM
Very interesting to read about the psychological and physiological dimensions of brand image. It is extremely important to use . I would find it useful if the article went into more depth on the psychological and physiological dimensions of brand image, further than just defining them, and brand strategies that would adequately shape the brand to be a success in both areas.
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The Importance of Brand

The Importance of Brand | IMC- Brands & Brand Management; The Importance of Brands | Scoop.it

"The brand itself tells us or lets us imagine how good or bad the product is even if we never tasted it before."

Keane Orchard's insight:

Good point made regarding that branding does not only benefit the organisation but also the consumer that purchases a certain brand. For example 'Nike' is a brand that currently rings true for many youths and enables to express themselves- the brand can be conected with music, sport and style dependant on the products worn.

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Jieyi Situ's comment, March 21, 2013 5:23 PM
Need to say again, a strong brand is really important for a company, it's part of the equity of the company. Once customers try the product, like it and buy it again, the brand is kinda successful. A good brand can reduce customers' time for selecting. And I do very agree with the comment above, if one person wearing a brand, we will find people who are his/her friends might also wearing this same brand. A brand should provide better product and service for getting customers' loyalty.
Connie Guan's curator insight, May 5, 2013 3:02 AM

Brand is significant as it separates a product/service at the thoughts of the customers from other competitive offerings. The differences prevent a slip into products commoditization, and it leads to environments where customer’s choices focus mostly on pricing. Branding supports bigger gross margins, and it is why most products seem mostly the same but on different prices.

 

In my opinion, brand provides a connection. Being the consumers, we tend to expect things surrounding us are familiar. For this reason, brand becomes familiar in our lives and we seek them out, such as, toothpaste from Crest, shoes from Nike, soft drink from Coca-Cola. As we live with the familiar ones, we build the long term relationship with brand. Walter Landor stated that "Products are made in the factory, but brands are created in the mind." Whereas brand means differences to consumer, the main point is the connection between the brands and the consumers.

Sarah Johnston's curator insight, August 22, 2013 6:43 PM

Branding is highly important. Products and services with good branding are able to be picked out from a group as they can be recognised more easily then regular products. Good branding can be defined as something that is familiar to consumers - something that is remembered, something that has a memorable logo and even slogan. For instance Nike - this is a good, remembered brand as they have the tick logo and "Just Do It" slogan, that consumers remember after buying the product and being satisfied with the outcome.
Without this branding, consumers could love the product, but not really know who made it/ where it came from, and therefore probably will not go out to find their other products later. Knowing that something is "Nike" or another specific brand, means the consumer can continue to buy from Nike, suggest it to friends and other members of the public will notice the logo as well and can look up the brand as well.
Branding creates an image, promotes sales, promotes long-term customers and loyalty. Branding is highly important to success.

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Importance of Brands II:

Importance of Brands II: | IMC- Brands & Brand Management; The Importance of Brands | Scoop.it

"What a brand does: To understand what a brand does for a company, you need to place yourself in the shoes of an everyday consumer."

Keane Orchard's insight:

A very interesting article, discussing the real power of the brand when it comes to repeat purchasing. When shopping for everyday items many customers subconciously (Or conciously) already know which products they are going to buy and in many cases simply a logo or packaging draws them in over price.

 

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Delzin Balsara's comment, March 20, 2013 5:07 AM
Good article. It really explains why branding is so important and a world where technology just keeps getting more advance. How the brand is represented can lead to the outcome of the consumers decision about the brand. A lot of us now days use technology everyday which makes it easier for potential consumers to relate and associate with the preferred brand.
Jacob Bell-Kay's comment, March 20, 2013 6:03 AM
This is a great article on the importance of brands, and how consumers purchase products. I find it really interesting about consumers making unconscious decisions when choosing a product in a store because a majority of the time this is the case, especially if there is a sale, consumers tend to buy more "unconsciously." This makes it even more important to a marketer to ensure that their brand will be the unconscious decision that the consumer will make of choosing their product every time they come back.
Luna Phan's comment, March 21, 2013 1:58 PM
I like Jacob comment about creating unconscious decisions in costumer. This behaviour will be repeated time after time because it give them a secure felling and reduce the risk of purchase. When there is a brand awareness in consumer behaviour, then the marketer had succeed in building its brand.