Integrated Marketing Communication: Brand Management
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Integrated Marketing Communication: Brand Management
A brand is a perception resulting from experiences with, and information about, a company or a line of products
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Nothing More Powerful than A Brand Advocate

Nothing More Powerful than A Brand Advocate | Integrated Marketing Communication: Brand Management | Scoop.it
Once a brand identifies its advocates, community managers can use this to develop content. Advocates enjoy giving their opinion, and knowing it matters. Community managers can poll advocates and generate new advocates via social networks.

Via Rebecca Downing
Jieyi Situ's insight:

This article provides useful information about how important the brand advocate is. The data in this article shows that most of current marketers also think it important and will plan to increase more related programs in 2013. It is a more effective way to sell your products via recommendations by advocaters. Moreover, authentic advocates is a key issue to be successful.

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Liwei Zhou's comment, March 21, 2013 3:54 AM
Apart from some monoply industry, most of the entire business need brand advocate. I dont want to explain how important Brand Advocate is, just think about how Apple get succeed. Apple is the best company to play this game, it drive almost every single buyer of Apple product to its Brand Avocate. Please image that every single buyer of Apple product will share feeling to at least 10 of his or her friend! the sales volume is incrediable increasing in past 5 years.
Benny Yang's comment, March 21, 2013 7:15 AM
How importance of the brand advocates, as long as take a look the television advertisement why brands are all have brand advocate. A health image brand advocate can bring huge profits for the business.
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Jane Austen's Guide to Brand Management - Business 2 Community

Jane Austen's Guide to Brand Management - Business 2 Community | Integrated Marketing Communication: Brand Management | Scoop.it
Business 2 Community Jane Austen's Guide to Brand Management Business 2 Community Brand management might seem like a relatively new concept in our Internet-driven world, but one only has to look to classic fiction to realize that this concept has...

Via Rebecca Downing
Jieyi Situ's insight:

Agree with this article. Brand is the thing that more than you can see. It's about the reputation of a company. All brand management is based on creative, accurate and honest storytelling. So It's important to make a good strategy to manage a brand and spread it to the public by social media.

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Benny Yang's comment, March 21, 2013 7:42 AM
I am agree with:" All brand management is based on creative, accurate and honest storytelling" That is why brand will affect the world, for example, Shakespeare and Jane Austen are the outstanding brand of English literature.
Rakesh Kanji's comment, March 21, 2013 6:50 PM
A great article. Totally agree with everything she said. Jane Austin really knew her stuff when it came to brank management. What was really important was the way in which she did in. I.E. being honest, believing in what you are doing, and if you did slip up to be sincere if you wish to gain back the trust of consumers. The stuff Jane Austin wrote about is relevant to brand management even though she may not have know about it. We need more people in marketing like her.
Avi Prasad's comment, March 21, 2013 9:14 PM
An interesting article from a era where brand management was unheard of and from a writer back in that century. I agree with the article and I like how the author has broken the steps down making it easier to read, but by doing so there are many 'extra' points which aren't crucial in the concept of brand management but have been added in which goes more back ground information but not crucial to the concept. I agree with both the article and Faisal, its the perception of the brand and not always the brand itself. The article is good because it is from someone who isn't a marketer but gives us the fundamental views without needing to "sell" a product but more so a stor.
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Why boards should care about reputation, brand management - PRWeek

Why boards should care about reputation, brand management - PRWeek | Integrated Marketing Communication: Brand Management | Scoop.it
Why boards should care about reputation, brand management
PRWeek
Fiduciary responsibility to shareholders has long been understood as the domain of corporate board members.

Via Rebecca Downing
Jieyi Situ's insight:
The brand and its reputation are the foundation on which a company is built. Without a solid foundation. It takes a long term to built a brand and reputation, but they might be ruined in a few seconds. Boards need to analyse the situation and choose the correct way to use socail media to send information to the public. And also need to realize the importance of the appropriate corporate leadership.
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Liwei Zhou's comment, March 21, 2013 4:37 AM
As Warren Buffett said, “it takes 20 years to build a reputation and five minutes to ruin it." Boards need to make preparedness to prevent business from risk rather that have amendment to something bad had already happened. In entire world, for a business with good brand, to fix a problem to keep reputation is far more difficult than avoid the problem before it happens.
Benny Yang's comment, March 21, 2013 8:27 AM
Reputation and brand is the most valuable for a business. As the article mention: “it takes 20 years to build a reputation and five minutes to ruin it.” So the boards have to prevent the risk will endanger reputation and brand. Remember this, Prevention is better than cure.