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Elijah Taulago Week 1-3 Milestones
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Branding Strategy Insider | Brand Value And Qualitative Measurement

Branding Strategy Insider | Brand Value And Qualitative Measurement | MILESTONE:Week 1-3 |

Qualitative marketing research techniques are very important. They identify the meanings consumers actually ascribe to brands, not the ones managers hope consumers will take away.


What a brand really represents is what consumers think it represents. Well-intentioned brand managers can take actions they think are strategically appropriate, but if these messages are not believed or accepted by the consumers, they can severely maim the brand. Netflix learned this the hard way. It might have made good business sense because of anticipated future industry changes to start charging higher prices for video streaming and separating out its video rentals into another business called Qwikster, but these actions violated consumers’ core understanding of the Netflix promise. Consumers saw Netflix as the place to go to get movies conveniently. Netflix was not a particular delivery system (DVDs or streaming), and it certainly was not about dealing with two different accounts. By misunderstanding consumers’ strong emotional reactions to the changes, CEO Reed Hastings undercut the brand value of Netflix catastrophically.

Elijah Taulago's insight:

I completly agree with the author. Qualititative research is the difference between a good company and a great company, being able to identitfy customers and understand them is an important part of growing in the market. A simple answer will not be enough to fully understand what a consumer needs its about the details. The why's, who's, what's? all these question are gold to a company.



Jaklin Issaeva's curator insight, August 7, 2013 2:38 AM

I found this article interesting because it discussed the importance of branding for consumer behaviour. It stated things like " how managers think consumers should think about the brand." and " the art of good marketing research is to find creative ways to probe consumers minds and uncover what they are actually thinking, feeling, and responding to automatically, without having the mere process of asking the questions influence the answers." - this was relevant to me because when you think about the definition of branding, it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem. It gives you examples of some of the ways of measuring why consumers like a certain brand, which gives important insights into the characteristics of a brand and what they might like about it. I found this article to be applicable to IMC concept because the way you communicate your brand "image" to be all reflects on what type of brand that consumers will percieve you to be. For example, if you wanted to be "known" as a brand that gives a really great bargain, you would communicate the way your brand is in ways that consumers will percieve you to be of bargain, the type of products you sell, price, advertising and promotion will be a helping factor in establishing these attributes.

Maggie Zhang's comment, August 21, 2013 11:23 PM
Hi Jaklin, I agree with your idea about why customers choose your brand over others is because you are the only brand they can see to solve their problems. I think the most important reason why consumer loyal to certain brand is because that brand fulfilled his/her desires. Managers should really find the way to understand their customers and deliver good products and services to meet their needs.
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A strong brand, or a strong strategy, which is more important?

A strong brand, or a strong strategy, which is more important? | MILESTONE:Week 1-3 |
One of the members of the SME Strategy Facebook community asked the other day: "When you have a brand name with poor strategy or a strong strategy with out a brand name......... which will lead to success ?

Via Kelly Alexander
Elijah Taulago's insight:

The questions asks out of "A strong brand, or a strong strategy. Which has more importance?" He argues that a strong strategy is more important, as strong strategy build up a companies business foundation. I tend to agree with the author to a certain degree. But it is important to note that the question asks wheather that is "more" important and thats where I disagree . I think that both the brand and the brand strategy are both different aspect used it creating a strong brand. Both of these aspects are needed in order to make a brand sucessful . A strong strategy helps to build up a brand and a strong helps to maintain the customers for the longevity of the company.Therefore I do not believe that either of these aspects are more important than the other.


If that is the case then what other aspects are needed that have equal importance on a brand, as the things shown in the article?


Maybelle O'Connell's comment, August 21, 2013 5:47 PM
Angelas makes a good point that in order to have a strong brand there must be awareness from their consumers. Without brand awareness a company would not be successful. The article points out that strategy is more important than brand only because a brand alone won’t sell your products, and won’t keep your business alive. I totally agree with this because you need a solid strategy t build your business and a solid brand will come from this. Companies are then able to turn this into a branding strategy and further develop their business.
Ben Beguely's curator insight, August 22, 2013 3:05 AM

I agree with this article as it talks about strong strategy being more important then the actual brand. because if there wasnt a strategy to attract consumers then there will be no brand and no business. strategy is vital for the brand reputation if you talk about brands such as nike, apple. etc they are all very successful because of the strategy that was put in place to make such a brand well known.

Yangyu Wang's comment, August 22, 2013 12:27 PM
I agree with Angela’s point that strategy to make brand knowable to the consumers is very critical. And I believe that a strong band is based on a series successful strategy, each strategy is equally important in the process IMC and of course in the process of business.
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Why Social Media Is One Of The Best Ways To Keep Your Customers Happy - Forbes

Why Social Media Is One Of The Best Ways To Keep Your Customers Happy - Forbes | MILESTONE:Week 1-3 |
Customer care professionals are challenged these days to identify and resolve customers’ issues through an ever-increasing array of communication channels. They want to know: How can I make my customers happy and bolster our brand?
Elijah Taulago's insight:

This article talks about the importance of customer care and the use of social media as a communication channel serve these custmers. Customer care is very hard to maintain as there are very limited communication channels. Not only is communication very limited but also touchpoints. With the ever increasing number of people using social media, companies are now using social media as a form of comunication to cater to there consumers. This in turn can been very sucessful, as it generates a positve enviroment on the social media page and therfore can create loyalty which can ultimalty lead to customer engagment. 

Rob Deles's comment, March 20, 2013 10:51 PM
I think the article talks more about the importance of using social media to help lessen customer dissatisfaction with a product. With the ever increasing number of communication channels customer care professionals are challenged to help keep customers happy and also to be able to respond to a negative query about product in a short space of time. Social media allows customer service professionals to respond to complaints quickly and help dissolve any issues. With the ever increasing usage of social media of consumers, social media allows service professionals to respond and quickly dissolve complaints in real time which in the long run keeps the customer happy.