Week 1,2 consumer engagement and how to build a strong brand
25 views | +0 today
Follow
Your new post is loading...
Your new post is loading...
Rescooped by Sienna Jang from About Design
Scoop.it!

How to Build a Strong Brand

How to Build a Strong Brand | Week 1,2 consumer engagement and how to build a strong brand | Scoop.it
The importance of branding in the modern corporate world is undisputed.

Via Spyros Thalassinos
Sienna Jang's insight:

This article shows the importance of branding and how we can btuild a strong brand.This article tells us that building a strong brand is vital for any organization in order to survive in competitive market, and then there are 3 steps for it. First, brand identity creates the brand’s representative image to consumers in a most visual way, such as logo design, website and print collaterals. It would be the same effect as the image of apple when we think about Iphone. The second step is that for effective brand strategy, the brand needs a central unifying idea and communication. Lastly, branding is the process for customer loyalty and consistency is the key for it. I agree that consistency has huge impact on building a strong brand and consumer loyalty. These days, consumers no longer look for price; they also expect the quality and trust from the company. Therefore, keeping a consistency is the best way to show consumers that we are reliable. In my opinion,this article is trying to tell us that branding is not just for consumers and market competition, but it’s also for the company itself to understand what they are.

more...
Christine IMC's curator insight, August 22, 2013 11:50 PM

The article talks about how important branding is and how to increase your brand through it's brand identity as well as having a solid brand strategy. It draws on concepts of IMC where brand identity is a valued asset and gives great examples of how one can build on their current brand through many differering means. Such as considering the visual facts of the logo, stationary, promotional material as well as focusing both online as well as offline but provided both a cohesive and consistent message to consumers/potential consumers by identifying the brands strategy and making sure everyone within the company as well as outsiders understand that consistent message and brand identity. The ruling of online promotions through means such as twitter or fb, etc and having a 80/20 rule is a good rule of thumb, as to not completely bore consumers but allows the brand to gain that consumer following and loyalty.

Michelle Kim's comment, September 24, 2013 12:17 AM
@Sienna Jang
I'm strongly agree with your opinion that branding is also for the company itself to understand what they really are, not only for market competition. In addition, market competition can make company stronger by improving themselves competing with other companies.
Kevin yau's comment, September 24, 2013 12:20 AM
@Sienna Jang
This article shows clearly that the importance of branding the company. I think the 3 steps process that in the article is very helpful and effectively for readers to understand and learn. Also i agree that you said nowadays customers are more focusing on the trust from the company. Therefore, having a positive image of the brand is really important.
Rescooped by Sienna Jang from Consumer Engagement Marketing
Scoop.it!

Fuse Youth Marketing Agency, Youth Marketing Experts

Fuse Youth Marketing Agency, Youth Marketing Experts | Week 1,2 consumer engagement and how to build a strong brand | Scoop.it

Consumer Engagement

Consumer engagement is the resulting impact of a brand interacting with consumers through of a variety of marketing initiatives. The goal of consumer engagement is to create meaningful consumer impact and generate either a behavioral result (such as driving a sale or inquiry) or an attitudinal result (such as making an emotional impression or changing attitudes).

 

Consumer engagement typically includes the following practices

Digital and online programs, including a brand’s own websites and mobile platforms, as well as ‘third-party’ digital media, such as blogs and social media, video and other user generated content sites, where a brand’s content is relevantSports, music and event marketingPublic relationsTraditional advertisingRetail promotion

 

Experiential marketing along with digital and social media have an important place within consumer engagement efforts as they allow two-way consumer dialog. This can give a brand faster and more effective access to connect with consumers and allow brand and consumer to become collaborators on new products and marketing efforts.

 

Methods of measuring consumer engagement vary as widely as brands and business’ goals vary. Quantifiable metrics like number of targeted impressions and consumer replies as well as consumer attitudinal and behavior changes can be part of the measurement. Qualitative measures such as the ‘richness’ and personality of a brand’s interactions, can also be gauged.


Via Mike Kirkwood, With Intent
Sienna Jang's insight:

Sienna Jang's insight:

This article gives the clear definition and goal of consumer engagement. It says consumer engagement has a huge impact on brand interaction with consumers and it normally contains digital and online programs, such as brand website and social media. I agree that digital and social media plays an important part within consumer engagement, as nowadays, most of young people get the information from internet and they tend to use a lot of google along with social media. Therefore, many brands choose to use social media as one of marketing strategies, such as facebook and instagram. They post their brand’s news and photos on many kinds of social media so that consumers can receive news without being bothered connecting to the brands’ website themselves. This opens fastest two-way dialog between companies and consumers as it gets consumers to be active participants by giving their ideas and feedbacks to the company. To conclude, consumer engagement is a vital tool for brand marketing and for that, effective use of digital and social media is necessity to survive in the market competition

more...
Brad McMahon's comment, March 20, 2013 2:07 AM
This article in my opinion is exact in its descriptions an reasoning. The goal for any brand is create a response from the consumer that carries connotations which affect the consumer in a personal or meaningful way. Using forms of social media is such a powerful tool for brands to achieve this as like the article states it allows for two way consumer dialog.
Kevin yau's comment, August 19, 2013 10:05 PM
@Sienna Jang
I agree with you that this article really shows a clear definition and goal of customer engagement. Also you have pointed out that how important social media is.
Michelle Kim's comment, August 20, 2013 8:13 AM
@Sienna Jang
you have made a good point, which was people can receive most recent news and information by social media without being bother type into brand website. Marketing agency can receive consumers' feed back just by people simply comment on brand's Facebook page, twitter and comment under photos on instgram or just by counting how many likes they have got. It is getting easier and simple dealing with consumer engagement by fast growing technology.