Brand Management
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Rescooped by Angela Kim from Importance of brands AUT
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Is Your Brand Trust Worthy?

Is Your Brand Trust Worthy? | Brand Management | Scoop.it

Online presence can cut both ways when it comes to trust

 

SUMMARY: Openly communicating a brand's promise, and showing the company's values and leadership on social media can help you gain buyers' trust, Steve Olenski writes. But online advertising masquerading as content can damage that trust, according to a MediaBrix survey. "[T]he onus is on brand marketers and brand managers and keeper of brand flames to earn the trust from consumers," Olenski writes.

 

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Via Riley Grant
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Aimie White 1085804's comment, August 19, 2013 5:50 AM
The use of social medias by brands is becoming more and more common but as Analiese said brands need to be aware of social media as we saw in one of the tutorials the video about Abercrombie and Fitch. Social media is a great marketing tool for brands and it definetly encompases the concept of integrated marketing communications but all it takes is one person to create a group with the intent to slander a brand which have a tendency to go viral very quickly which destroys trust in a brand by consumers. And all it takes in some cases is for that brand to post an ambiguous message for this to happen.
Maybelle O'Connell's comment, August 21, 2013 5:39 PM
I agree with Angelas comment in that brand trust is very important and I believe that misleading ads can have a negative impact on brand equity. The use of social media as a marketing platform and misleading advertisement can compromise the trust of your consumer. Companies need to gain consumers trust in order to be successful.
Yangyu Wang's comment, August 22, 2013 12:26 PM
Good point you made about “companies always wanted to express their product are good and sometimes it is too over blown to consumer”. I always think that trust is the fundamental issue for a brand. For those brands like Karicare, even with the product recall, people still think they are trustable. @Angela Kim
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Brand Management | Alerts & Reporting | Social Media Today

Brand Management | Alerts & Reporting | Social Media Today | Brand Management | Scoop.it
Nowadays a brand's reputation depends in a large part on the online activity and conversations around it.
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Aimie White 1085804's comment, August 19, 2013 6:12 AM
In a sense this is right, a lot of people interact with brands via social media but I think there would be a lot more to it than have a brand manager logging in once a month or so even with filters. This would need to be a daily task monitoring online activity because one negative post can go viral in a very short time frame. Brand managers need to be actively monitoring all online activity in regards to consumers perception of their brand.
Maybelle O'Connell's comment, August 21, 2013 6:02 PM
The use of social media as a marketing tool is very important. A large consumer base is able to be reached and companies are able to gain consumer insight of what they like or don’t like in a brand/product/service. However negative comments from consumers can create a bad reputation for the brand. Brand managers need to be aware of the activity on their social media website and they can do this through the use of social media management tools.
Yangyu Wang's comment, August 22, 2013 12:39 PM
Surely social media is becoming one of the most important marketing methods. Back the old times, staff used to be kept in their cube answering the phones all day, or went for door to door selling. But with the use of social network techniques, the interaction between companies and consumers are even easier with the low budgets.
Rescooped by Angela Kim from consumer response
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Australian research: Consumers are emotionally attached to brands

Australian research: Consumers are emotionally attached to brands | Brand Management | Scoop.it
One in four consumers feel an emotion close to love when it comes to choosing what brand to buy and men who feel this love for their favourite beer will purchase 38% more than the average consumer, according to a new Australian study.

Via Riley Grant
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Duncan Robertson's comment, August 21, 2013 7:52 PM
This article shows a clear development of how emotions control the amount bought by a consumer for different products they find more 'loveable'. By getting your brand to have a 'loveable' affect on consumers - you will see the good result that it comes with. Most likely one of the easier ways of connecting with your consumers.
Ben Beguely's curator insight, August 22, 2013 3:15 AM

this article is interesting to me because in a way all consumers will have some sort of emotional attachment to brands and products for example apple has just become the norm, people have become so emotionally attached that if you dont own a apple product then you are not really expected and its because there is such a emotional attachment that consumer do anything and every thing to own something of this brand. when people are emotionally attached to a brand that is when you know that it is a very successful brand.

Yangyu Wang's comment, August 22, 2013 12:25 PM
Angela, I love your point of nowadays people think brands can express their personalities. It is the same reason why young ladies like LV and Gucci. In fact there are many other brands in the market has the similar designs and qualities. But they may never as famous as LV and Gucci, because sometimes what consumer really cares is what the brand stands for.
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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? | Brand Management | Scoop.it
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
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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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Top 10 Bad Beverage Ideas - TIME

Top 10 Bad Beverage Ideas - TIME | Brand Management | Scoop.it
Depending on who you ask, it was one of the greatest marketing blunders in history (as most would say) or an unlikely stroke of corporate genius (as a diehard few still maintain). Either way, April...

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Aimie White 1085804's comment, August 19, 2013 6:20 AM
This article really is great reinforcement of the lecture on brand equity, and wheather it was a marketing blunder or not, Coca Cola certainly learnt that the best approach to introducing a new product is not replace it but extend the product line which they have done with their Vanilla Coke, diet, zero etc. great article.
Maybelle O'Connell's comment, August 21, 2013 6:09 PM
This article is very interesting. Coca Cola tried to create a better version of their original beverage but consumers didn’t want that change. Consumers played a big part in Coca Cola backtracking their idea of an improved product and announced that the classic coca cola would be returning. The bad press and consumer response forced this decision and in turn coca cola sales increased dramatically. This shows the importance of branding and how people can become emotionally attached to a product in this case classic coca cola where consumers did not want their beloved product to be changed.
Yangyu Wang's comment, August 22, 2013 12:25 PM
Very good case study of showing how important for a company connected with their consumers. Because in nowadays, more and more people especially our generation buying particular products out of no reason except they bought it before. @Angela Kim