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Rescooped by Meg MacDonald from Modern Management Techniques
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Customer-Based Brand Equity (CBBE) Model - MBA Knowledge Base

Customer-Based Brand Equity (CBBE) Model - MBA Knowledge Base | IMC | Scoop.it
The Customer-Based Brand Equity model approaches brand equity from the perspective of the consumer – whether this be an individual or an organization.

Via Abey Francis
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Renee Still's curator insight, September 30, 2014 5:19 PM

The power of a brand is known through the way a customer has heard about, seen, felt and learnt about a brand. This therefore means that they way a customer perceives a brand plays a key role as the experiences the customer has with the brand controls they way they feel towards a brand.

Michelle Li's curator insight, October 2, 2014 11:24 PM

I think this is useful for marketers to base their strategy on. They need to understand consumers before releasing the product. 

Sophie Pagani AUT's curator insight, October 5, 2014 12:28 AM

It's important to have a strong brand equity as the message is therefore consistent and the brand is more valuable.This article discusses the consumer based equity model which involves understanding consumer's wants and needs in order to satisfy them. By understanding the brand equity from the customer's point of view they can get a better grasp on the view of their company because after the brand image and perception is not what the business see themselves as, it's what the customers perceive them as that's the reality and one of the main points in the article i agree with is that the power of the brand equity lies in the hands of the customer. Another main point is that there needs to be differentiation in order for the brand to be meaningful to the customer otherwise it is just another common brand.

Rescooped by Meg MacDonald from Influence Marketing Strategy
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How Early Adopters are Becoming Social Influencers

How Early Adopters are Becoming Social Influencers | IMC | Scoop.it
How Early Adopters are Becoming Social Influencers (Via +Social Media Today ) #socialinfluence   #socialinfluencer   #onlineinfluence   #marketing   #marketingonline   #onlinemarketing   This article talks about how the social media...

Via Ron Sela
Meg MacDonald's insight:

the influence of opinion leaders

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Ron Sela's curator insight, December 24, 2013 10:13 PM

How Early Adopters are Becoming Social Influencers

Rescooped by Meg MacDonald from speech analytics
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Extract Customer Insights, Improve Voice of Customer: Speech Analytics | CallFinder

New Resources Available to Help Businesses Extract Customer Insights and Improve Voice of Customer Analysis Using Cloud-based Speech Analytics Technology

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Rescooped by Meg MacDonald from Digital Health & Pharma
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MasterCard and Unilever replace Captcha words with brand messages - Brand Republic News

MasterCard and Unilever replace Captcha words with brand messages - Brand Republic News | IMC | Scoop.it
MasterCard and Unilever are running activity that replaces the distorted words and numbers used in ‘Captcha‘ authentication systems with a logo and a brand message. - Brand Republic

Via Julie O'Donnell
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Scooped by Meg MacDonald
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Positioning a Brand: How Nike Built a Brand with Universal Appeal

http://602communications.com Nike branding has managed to build a brand that appeals to essentially every demographic the world over. How positioning a brand...
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Rescooped by Meg MacDonald from Integrated Marketing Communications | IMC
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Why Blogs (Still) Matter For Social Entrepreneurs

Why Blogs (Still) Matter For Social Entrepreneurs | IMC | Scoop.it

Via IMCyclopedia.com
Meg MacDonald's insight:

Blogs are an efficient and effective way of increasing brand awareness

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IMCyclopedia.com's curator insight, March 3, 2014 4:14 AM

"Blogs today remain perhaps the most cost effective, sustainable, and best-structured communications commitments social ventures can make." Tom Watson

Jonathon Muavaa's curator insight, March 11, 2014 2:13 AM

Blogging has been an ideal way to market certain product or services, entrepreneurs today are utilizing blogs to get ahead of their consumers, blogs have many benefits like the fact that they are personal and very self-orientated meaning the consumer is able to say whatever whenever which is beneficial for marketers as they put try to put themselves in the shoes of consumers and their target market

Lili Wang's curator insight, March 17, 2014 2:29 AM

Blogs are definitely important as it acts as a source of information flow, as well as a news source to particularly younger age groups, where they prefer to read about events or stories written in a more personal manner. They are also more personable and many people can relate to what is written, as well as offering an easy way for other consumers to comment back on what is written, creating interactions between consumers. There is only so much you can post on Facebook and Twitter as you may not want everyone to know what is going on with your life, social media can be quite scary at times as you'll never know the amount of people that is able to view what you are posting on your page, thus blogs come in handy.

Rescooped by Meg MacDonald from Brand Strategy, Branding and Marketing
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The DOs and DON'Ts of strong brand positioning  - BrandRants - Brand Strategy

The DOs and DON'Ts of strong brand positioning  - BrandRants - Brand Strategy | IMC | Scoop.it
Five of the most common brand positioning mistakes and how to avoid them

Few things will help y...

Via Dennis Bailen, CMO, Chief Outsiders
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Beckie Epke's curator insight, May 14, 2014 3:58 AM

This article discusses five key points to make brand positioning successful. It is important after you have come up with your brand to differentiate it but with relevance. Even well known brands with great products may still fail to strategically position the product in their consumers mind. Tip one is to ask the rite questions such as, how true is the claim made in the position? When what you state while positioning your brand doesn’t match the product it can be more damaging to your brand in the long run, many people say nothing kills a bad product faster than a great campaign. How important is the difference to the target market given their priorities? Brand positioning is not the same as brand image, but positioning refers to the perception of the brand in relation to its competitors. How believable is the difference to the target market given their existing beliefs and perceptions? It is possible for brand who already have an image to the consumers but it can sometimes be hard to make their new position believable for their consumers. Many companies who do this often stay within the same path when positioning due to it being so hard to chance peoples perceptions. How defendable is the position likely to be over time? A firm may not be able to fulfil a strategic direction now, but that does not mean it cannot in the future. 

Rescooped by Meg MacDonald from Social Media Ground
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The Results Are In: An Experiment in Social Influence | Social Media Today

The Results Are In: An Experiment in Social Influence | Social Media Today | IMC | Scoop.it
social influence

Via Fang Feng
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How bloggers can have more effect over celebrity influencers, but shows how difficult it is to get someone to open their wallet as opposed to 'liking' something.

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Beckie Epke's curator insight, May 14, 2014 12:56 AM

Social influence is a powerful thing for brands to gain. People are more likely to follow someone they know and look up to rather than a company telling them what to do. It is often more logical to target people who have a social influence who will then pass the message onto people who will listen opposed to targeting a large group of people who don’t want to listen to you. In a study done by a charity trying to raise money through the social network twitter they found that a large number of people re-tweeted the charities post but did not donate themselves. However one third of the donations received came from people who didn’t follow the charity and had therefore seen the post through someone they do follow and know. This demonstrates people listening to someone with a social influence, and people ignoring a company they don’t know. Being able to create content which moves through the internet is a powerful recourse, and it is not the about the number of people you are connecting with but the relationship you are building with them, quality not quantity. 

Rescooped by Meg MacDonald from I can explain it to you, but I can't understand it for you.
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Four Principles for Deeper Customer Insights

Four Principles for Deeper Customer Insights | IMC | Scoop.it
Yes, we all know that Big Data is here.  And that Big Data is important.  More than ever, though, discovering profitable customer insights depends on conditioning your mind and your data before you begin your analysis.  Here are four ways to get...

Via Riaz Khan
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Rescooped by Meg MacDonald from Social Media Marketing Know-How
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How to communicate your Brand message with Social Media

How to communicate your Brand message with Social Media | IMC | Scoop.it
How to Communicate your Brand Message using Social Media.

Via Hannah Kramer
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Rescooped by Meg MacDonald from BRANDING
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How to Create an Integrated Marketing Communication (IMC) Strategy for your Small Business

How to Create an Integrated Marketing Communication (IMC) Strategy for your Small Business | IMC | Scoop.it
Learn how to integrate all of your company's marketing channels and seamlessly present a unified message to customers.

Via Érica Ariano, Ellie Xun, zzz
Meg MacDonald's insight:

The importance of a consistent message

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EmilyTse's curator insight, May 15, 2014 3:12 AM

This article discusses about how to create an integrated marketing communication strategy for small businesses. I believe that this article is interesting because i would think that that IMC strategy could only be implemented effectively by companies on a large scale.

Owen's curator insight, May 15, 2014 9:23 PM

IMC for the small business

Yuhua Hong's curator insight, August 3, 2014 7:26 AM

The article identifies genernal offline and online marketing channels and give a clear explaination about integrated marketing communication(IMC). It is stated that IMC is designed for delivering content massage to target audiences. There are four genernal steps for establishing IMC. Firstly, define your IMC goals so that you can always keep them in mind during IMC planning and operations. Then, getting familiar with your target audiences. For any businesses, consumers’ opinions and reactions towards their IMC plan are very important to the company. The third step is ensure you deliver your content messages consistently over all different media channels. Finally, it should be noticed that conduct marketing audits regularly will be a helpful way to review and revise your strategy. 

Rescooped by Meg MacDonald from Integrated Marketing Communications | IMC
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A Guide to Quality Social Media Sharing: What, When and How to Share

A Guide to Quality Social Media Sharing: What, When and How to Share | IMC | Scoop.it
The what, when and how of amazing social media sharing.

Via IMCyclopedia.com
Meg MacDonald's insight:

Timely, relevant and relatable

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