Brand management: the importance of brands
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Brand management: the importance of brands
brands, brand management and brand architecture
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Brand Reputation Management: 4 Simple Steps | Branding Business with RiechesBaird

Brand Reputation Management: 4 Simple Steps | Branding Business with RiechesBaird | Brand management: the importance of brands | Scoop.it
We live in a world where brands come under attack all the time and with the viral power of social media, these attacks can cause serious damage in a short amount of time.

Via Jesme Fa'auuga
Ravneel Chandra's insight:

This article explores how the reputation of a brand has to be managed 24/7 in the 21st cetury with the birth of social media, giving customers a voice against bad experiences and mismanagement by brands. The article is also about how managing the Brand Reputation will ensure the longivity and profitability of a brand and it's equity. 

There are 4 steps to managing reputation

1 – Define How You Want To Be Perceived

2 – Live The Brand You Want To Be

3 – Monitor The Brand Constantly

4 – Protect Your Brand’s Reputation

 

When I think about a brand it's reputation is one of the biggest factors that drive me to buy, it is what makes a brand stronger than another and gives customers assurance about what they recieve. So managing i believe is very difficult but necessary as it has a big effect on the brand equity and architecture. If step 1 is done to near perfection the chances of the reputation being tarnished is very limited. 

 

What did you get out of this arcticle? Do you believe that Brand Reputation is indeed a major factor in a brands success and brand equity? What are your thoughts on the 4 steps, are they enough Manage Reputation?

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Manea Murray's comment, March 21, 2013 12:13 AM
I agree with this article. A brands reputation can be easily changed through a customer’s opinion and/or something a customer has written through social media. Feedback written on social media can be seen by thousands, which allows others to change their views too on the brand. The four critical steps have been outlined in great detail on how to maintain and keep your brands reputation. Looking at the first step, if your brand has not been defined then your company will not be recognised. Based on the second step, the brand values are what count so the employees and entire team throughout the company need to believe in the brand and what benefits it can bring. The third step explains how you must monitor your brand constantly which relates to the fourth step of helping to protect your brand. For example, monitoring your brand constantly may reduce negative word-of-mouth.
Nimalan Sri's comment, March 21, 2013 6:28 AM
Brand Recognition is the key important aspect towards anything that leads you to purchase the product, it carry the strong reputation which leads us consumers to buy that product. for example Nike it is a USA brand although its being made in China that doesnt stop the cosumers purchasing the product. It shows how strong this brand is worldwide. This article tells us 4 critical steps in managing and maintaining a brand reputation... I definetely believe Ravneel that brand reputation is critically important to a brand being successful in this 21st century.. I believe these 4 steps enough to manage a strong brand reputation to bring in a strong consumer market.
Willicia Spider-Silva Vake's comment, March 21, 2013 6:59 AM
I agree with you Ravneel. The first step seems to be the most important and integral step in a brand maintaining its reputation. If a business is comfortable and secure with its image than maintaining its reputation with consumers should not be a problem.
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Big brand theory: packaging design | Webdesigner Depot

Big brand theory: packaging design | Webdesigner Depot | Brand management: the importance of brands | Scoop.it
For most brands, recognition is everything. Occasionally you'll encounter a company that seeks to create a air of exclusivity by shunning popular appeal, but (Not gonna lie, I like the enlarged logos & cropping on these pop cans.
Ravneel Chandra's insight:

This article is about brand recognition and the importance of it to companies that rely on the brand image and message to make consumers purchase their products. Stating that brand recognition is important for companies that rely on impulse buying such as purchasing a coke.

 

Stretching the limits on brand recognition by changing the packaging slightly will determine the relationship of the the brands image to the customers recognition of it. I believe this will measure the level of brand equity of a company. 

 

What did you get out of reading this article? what brands were you able to recognise in this article? Is reducing the branding effective in terms of brand recognition?

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Jasmin Vallance's curator insight, August 22, 2013 5:10 PM

Whilst reading through this article, it seemed to gel well with the Integrated Marketing Communication idea of; brands, brand management and brand architecture. This article explores the idea of brand recognition and how it influences consumer behaviour. Consumers have a natural gravitational pull towards a product. Therefore this allows brands to create a brand architecture " a formal process and outcome by which management rationalizes the firm's brands and makes explicit how brand names at each level in the organization will be applied" . This article shows that without brand image and brand recognition a brand may not be successful, consumers are going to go with a preferred brand that they know and trust rather than a new and upcoming brand or a brand which has been previously tarnished

Matthias Röse's comment, August 22, 2013 5:10 PM
As the article states packaging is a very important part of branding. Especially smaller and regularly bought items have to be seen fast by the consumer because he doesn’t want to spend a long time searching, he just wants to buy it as fast as possible. When it comes to more expensive products like MP3 player for example consumers usually don’t decide by the packaging. In this case packaging is more important to support the company’s image. Apples IPods for example come as all Apple products in a high quality, classy package. Opening those packages is kind of a brand experience and consumers will remember it. So there are different goals that can be achieved by the packaging of a product, but both are important to brands that use is effectively.
Priscilla Hema's comment, August 22, 2013 9:36 PM
Consumers and the way they react and interact to brands and the marketing of such brands.