Week 2; Brands and management, the importance of branding
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Rescooped by Jillian Hor Maelynn from Brand Marketing & Branding
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Why Is Facebook Blue? The Science Behind Colors In Marketing

Why Is Facebook Blue? The Science Behind Colors In Marketing | Week 2; Brands and management, the importance of branding | Scoop.it

Turns out something as simple as tweaking the color of a button changes user behavior or endears people to your product. Buffer's Leo Widrich explains the importance of color in website and brand design....


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Brand Management Guides: 5 Elements of Managing your Brand

Brand Management Guides: 5 Elements of Managing your Brand | Week 2; Brands and management, the importance of branding | Scoop.it
Brand Management Drivers: Developing and managing sustainable brands requires a disciplined system of delivering exceptional and relevant experiences for the customers and stakeholders through effective connections and ongoing engagement as well as...
Jillian Hor Maelynn's insight:

These 5 elements of brand management are essential and the each play a distinct role in every brand. These elements enables your brand to connect and build a relationship with customers, building brand's image in customers mind to create differeciation between competitors.

 

The “Experience”  and "Connection" element are very crucial in brand management because every customer has different experiences and connections with the brand (whether its good, bad, ok, etc). The experience with the brand will then determine if the customer will continue to purchase or use the product. “There is no single driver which is more important than thinking in terms of customer experience”. If the experience with the brand is good, the positive relationship and connection built between customer and brand would be strong. "Engaging" with customers also plays an important part for any brand or organisation. With the increase of media channels such as digital's social media, thoughts, messages, feedback is no longer private neither can it be controlled by company itself. However, with the increase of media channels now, brands can engage with their customers more conveniently. For example, via facebook, twitter or youtube. Building a connection whilst engaging with customers,may be even creating value, making customers part of the brand's journey. Another important element is "Promise". It is important for brands to deliver what they have promised. By keeping promises to customers, customer loyalty can also be built as customers would be happy with the brand which then creates value for the brand.

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Alexandra Sinclair's comment, August 20, 2013 5:50 PM
I agree - social media has now made our once relatively private conversations about products available in the public domain. I read that 70% of people trust on-line recommendations... it's so important that a customer's experience is right first time.
Matilda Alisi's comment, August 22, 2013 2:33 AM
this article has elements on how creating and managing a successful brand- I agree with the 5 elements stated in this article creating experience is an element that is very important when it comes to branding, it allows consumers to have an emotional connection with the brand/product. Creating experience and connection leads to consumers engaging with the brand/product and with engagement comes loyalty