IMC Brand Strategy
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The Importance of Brand

The Importance of Brand | IMC Brand Strategy | Scoop.it
Branding is a very powerful component in business. The brand must have a logo to make branding easier and more possible. The consumers decide if they will

Via Reece Gorinski
Ying Wang's insight:

I am completely agree with that the brand is important, it is not just for a business but also for the customers. It can be easily  keep into mind. For example, Apple logo, Adidas and Sony play station. These are the quality product to establish a quality brand in people's mind. And the improvement of product and service will reinforce the brand. It is make sence to understand that branding is not getting your target market to choose you over the competition, but it provides a prospect for you. 

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Reece Gorinski's curator insight, May 7, 2014 5:59 PM

Branding is very important and can be used as a powerful tool in business. For a brand to be effective it must have a logo that signifies it and stands out to other brands. Brand is not only convenient for businesses for repeated customer purchase but also easier for customers to filter out the countless generic items. Overall a good brand equals a good product

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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? | IMC Brand Strategy | 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 Rebecca Boschma
Ying Wang's insight:

Brand is the entire experience your prospects and consumers have with your company products and services. It is a Brand Cognitive and audience awareness. Strategy of Branding is crucial for products and services sold in huge consumers market, which is a long-term development. So in my opinions, both Brand and Strategy are a equally important. 

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Zhaowei Lu's comment, March 21, 2013 6:33 AM
As far as I am concerned that brand strategy is more important. The brand you can create or you can make it . But I believe that for a long term brand existence, any brands need their strategy to build a way where can make brand famous and have good reputation .If brand does not have good long or short term strategy, how can a brand grow up such as HP, co-cola so on .
Jieyi Situ's comment, March 21, 2013 4:36 PM
A strong strategy can prop up a strong brand, On the other hand, a strong brand can help company send more information to the customers. So in my opinion, both strong strategy and strong brand are important.
breanna france's curator insight, April 7, 2013 9:30 PM

This artcle got my attention as it has helped me to understand what to do once you have a marketing strategy.. you create a brand! with the force of the three aspects of brand, marketing and business strategies this can be such an important component of building a brands image. Also out of the three I personally think that the brands strategy is one of the top things a business can have because if they dont have a brand image no one will know what the company is about.

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Branding Strategy Insider | Strong Brands And Corporate Growth

Branding Strategy Insider | Strong Brands And Corporate Growth | IMC Brand Strategy | Scoop.it
In what ways does developing a strong brand increase a company’s growth potential?

Via Maybelle O'Connell, zzz
Ying Wang's insight:

I am agree with it is relevant to Brand Equity. Strong Brands can help a business develop product or service faster and with discipline. It will be easier to attract the right kind of partner or investor. Strong brand can be handy in many areas just like Samsung.

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Angela Kim's comment, August 21, 2013 6:23 PM
i also agree with this is article because i believe if a business have strong brand, there is a emotional connection to consumer trust to that brand.Therefore, many businesses are aiming for the awareness of their brand to the consumers.
Yangyu Wang's comment, August 22, 2013 2:42 PM
Logo is just one of an essential element for a brand. But a strong brand always has its own unique logo. A brand is much more than a simple logo. It more likes a culture, a story with characters and personalities. A strong brand has its own taste, sound and smell.
Frédéric Pressac's curator insight, March 10, 2015 6:57 AM

Frédéric Pressac

Consultant Web Marketing

Tel: 0678035284

Mail: thetafred@gmail.com

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Burberry's CEO on Turning an Aging British Icon into a Global Luxury Brand - Harvard Business Review

Burberry's CEO on Turning an Aging British Icon into a Global Luxury Brand - Harvard Business Review | IMC Brand Strategy | Scoop.it
Business management magazine, blogs, case studies, articles, books, and webinars from Harvard Business Review, addressing today's topics and challenges in business management.

Via Sophie Frakes
Ying Wang's insight:

Good marketing insights on how to keep a strong and consistent brand. From this reading, I have strongly agree Burberry can be successful transformation because of Angela is a great leader and I have admired her business acumen. Also, I am agreeing what she talked about consistency. This is very important for a successful branding.

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Sophie Frakes's curator insight, April 9, 2013 4:28 AM

I found this article clearly demonstrated that while good marketing communication can contribute to brand equity and help to establish brand image. In this case Burberry had not successfully communicated who the brand was and where the were positioned in the market. This was negatively impacting on their sales and they were trying to compete against compeitors such LVMH and PPR who were making more than 10 times their revenue. I think one of the key points raised by the author was that they were selling "a lot of stuff - something for everybody, but not much of it exclusive or compelling" Burberrys target market did not understand the brand and what it offered with the CEO even admitting "an experience in any given Burberry store in the world might be very different from the customer’s previous one." Burberry was transformed and benefited greatly from integrated marketing communication which allowed the brand to communicate a clear consistant message of what the brand was and where it was positioned in the market. This allowed for the development of brand equity and which translated directly to an increase in revenue.

Riley Grant's comment, April 9, 2013 4:58 AM
I really enjoyed this article. thanks for posting it Sophie! I think this article magnifies how important IMC is. Based on Kliatcho's four pillar, Burberry was failing in terms of content and stakeholders. In terms of stakeholers, burberry had loss sight of its elite market and were no longer meeting their needs with their content. Price points were falling and quantity was chosen over quality. In addition, some things were no even being manufactured in London. The messages in Burberry's content no longer matched the needs of their consumers which caused them to loose market share. It is interesting to see how such seemingly small changes in messages resulted in altered brand impressions.
Kelly Alexander's comment, April 9, 2013 5:58 AM
I agree with you both !! This article definitely shows how important it is to have a brand which the target market understand and can relate to. None of their communications were integrated and this created confusion and therefore not the sales and customer base that Burberry deserved. A slight change in ensuring all their communication channels were integrated and portraying the message makes a significant difference.