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How to increase brand awareness online with social media

How to increase brand awareness online with social media | Milestone 1 |
Getting your business brand in from your target audience is usually seen as a non stopping process. Online, it’s even harder. When talking about building brand awareness online, most people think about creating a social media marketing strategy.
Emily Zhang's insight:

I agree with this article. Nowadays, many brands are trying to communicate with customers through social media such as Face-book, Twitter, YouTube, and LinkedIn. It is a great way to know more about what are consumers’ wants and needs. This is a very good idea of providing unique content and experiences and participating in relevant conversations online will enable companies to achieve their goals, such as increased leads, brand awareness, or changing perceptions.

But facing heaps of competitors already tapping the market, how do we start with a brand awareness campaign online to get the most out of it?  10 tips to help us get the most out of your retargeting campaign.

1.) Network Optimization: A great way to broaden your reach is to advertise across multiple content networks.
2.) Set a Frequency Cap: Avoid bombarding your visitors.
3.) Offer Discounts: Create a sense of urgency in your banner ads
4.) Add Retargeted Landing Pages: New landing pages help personalize the experience. E.g "Welcome back".
5.) Product Specific Ads
6.) High Quality Flash Ads
7.) Cookie Length: Set your cookies to a buying cycle.
8.) Pixel Placement
9.) Set Location Filters
10.) Set Conversion Filters: Add a conversion URL that doesn't retarget converted visitors.

However, a company must differentiate itself from the masses when promoting their brands to customers through social media channels. Otherwise, their engagement efforts will not live up to their potential at best. Or worse, these efforts may damage their brand and not move them towards their goals.

Wenzi Liu's comment, August 21, 2013 4:57 AM
I agree with this article that company needs to communicate with consumers using different ways via social media. Moreover I believed that creating a personality for a brand is a good way to increase brand awareness. Good communications via social media is a good way to create a personality for a brand.
Cen Xun's comment, August 22, 2013 3:35 AM
I am totally agree with this article, communicate with consumer through social media could help us get wider marketing, however, we are not face to face with them anymore, so unique characters of a bands turns more important than before, and this article gives us some good suggestion s
Rescooped by Emily Zhang from Brand Management & Architecture!

A strong brand, or a strong strategy, which is more important?

A strong brand, or a strong strategy, which is more important? | Milestone 1 |
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 Hannah Merceanu, Paula Hudson
Emily Zhang's insight:

A brand is defined as a Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. Strategy is the thinking and planning is the doing and usually used to plan for promoting a particular product or service to target customers.


Therefore, I think they both are equally important, because we cannot build a brand strongly but without a strategy or have a strong strategy but without a strong brand. For example, a customer looking to purchase a computer is looking for a reliable, smart brand, while a customer looking to buy laundry detergent probably wants something soft and cuddly. But whatever you are selling, you need not only a strong strategy but also a strong brand. However, a strong brand is often built on a strong strategic basis and with a strong strategy to create strong brand equity.

Chontelle Ah-Ping's comment, August 15, 2013 4:51 PM
Hey Vic, what an interesting article. I agree that a strong brand and a strong strategy are of equal importance. Imagine if one existed without the other. The brand essentially wouldn’t be living up to its potential. A strong brand alone cannot continue to be a strong brand forever- it needs a brand strategy to help it keep moving forward. I think you are also touching on an important point that brands build their equity when they move forward from promoting their product/ service benefits and start tugging on the emotions and intangible aspects of consumers.
Wenzi Liu's comment, August 21, 2013 5:29 AM
In my opinion, I believe that we need a successful strategy to build a strong brand. A strong brand and a strong strategy cannot be separated when operating a successful business.
Cen Xun's comment, August 22, 2013 3:44 AM
I it's really difficult to say with one is more important, the brand and the strategy should be working together and even, weakness strategy could ruined a good brand, and powerful strategy could be "overweight" of weakness brand, because the brand didn't have enough ability and skills to control the stategy
Rescooped by Emily Zhang from Psychology of Consumer Behaviour!

What is Branding?

This video was produced in 2011 by the MSc Brand Leadership team at Norwich Business School, University of East Anglia. The course was the first of its kind ...

Via k3hamilton
Emily Zhang's insight:

A brand is an intangible asset and it is also the most valuable asset of a corporation whether it is a big or small business. Every brand owner carefully manages their brands to develop the brand's reputation and recognition, thereby creating shareholder value. A brand which is widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise. Brand recognition is most successful when people can state a brand without being explicitly exposed to the company's name, but rather through visual signifiers like logos, slogans, and colours.


Brand is the personality that identifies as a company, service, symbol, name, logo, slogan or design of the company who owns the idea or image. Proper branding can build brand recognition and good reputations and also result in higher sales of not only one product, but on other products associated with that brand. For instance, if a customer loves Oreo biscuits and trusts the brand, he or she is more likely to try other products offered by the company such as truffles and ice cream.

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4 Brand Positioning Strategies for Multi-Product Categories - Business 2 Community

4 Brand Positioning Strategies for Multi-Product Categories - Business 2 Community | Milestone 1 |

Brand architecture serves as the corporate roof under which a business can protect and unify its brand portfolio. Fortune 500 companies, e.g. the P&Gs, Krafts, and Coca-Colas of the world, utilize brand positioning strategies to protect their numerous brands from external market forces, as well as to unify brands in order to enhance consumer associations and perceptions. The process of developing brand architecture is a strategic one, based on identifying threats and creating strong corporate bonds amongst brands that work to mitigate the risk of brand failure. These risks can come from not only consumer preferences, but market fragmentation, competitors, and the pressure to extend existing brand recognition across multiple products. With threats like these in an ever-expanding and competitive global marketplace, companies with weak brand infrastructures will struggle to compete.


Hostess, maker of the iconic Twinkie, is a recent example of a major brand failure. The company’srefusal to modify its product line in order to adapt to changing consumer tastes is cited as a major reason why Hostess plummeted into bankruptcy. Since the company’s collapse, private equity firms Metropoulos & Co. and Apollo Group Management have purchased Hostess with the goal of building a stronger and more stable corporate roof under which the Twinkie, Ding-Dong, and other Hostess brands may again flourish. The two private equity firms will need to decide how to best position the brands in order to mitigate the risks posed by the many volatile and unpredictable market threats. If industry best practices are any indication, Metropolous and Apollo Group will position the Hostess brand by modeling one of the four most common brand positioning strategies, shown in the infographic below.

Emily Zhang's insight:

I strongly agree with this article, as it said different brand positioning strategy has its advantages and disadvantages. Exactly, because businesses success more often than not only a brand itself but will decide to whether it is a branded house or branded of house strategy. In my opinion, a brand and a brand strategy are equally important in the market place. Perhaps, you own a very strong brand but without a certain strategy, the brand still means nothing. Therefore, how can companies determine which strategy will be most effective for their brands? The article has addressed: different portfolio strategies provide different advantages and disadvantages, but there must be decided upon based on relevant market knowledge and company branding policies, whether it is a billion earner business or a local producer of food products, brand architecture is always key to decrease risks and improving the quality and competitiveness of a company’s products.

Cen Xun's comment, August 22, 2013 3:39 AM
this article is quite interesting!! it is very easy to understand the different between brands, the pos and neg of them and what strategy is suitable, easy to understand for everyone
Melika Trott's comment, August 22, 2013 11:19 PM
German, I agree and also find it interesting that a brands profiles can influence one another. Good brand architecture is essential to the success of a brand, without it, or if it is not done correctly, long term success is unlikely, as we have seen with the articles example of Hostess. A very insightful article which most of us can learn from.
heeyeon yoon's curator insight, September 28, 2014 5:14 AM

Brand Architecture refers to the horizontal of the brand to organize for a company that owns numerous brands to optimize brand management, the vertical structure and it can protect and unify brand portfolio. Depending on the relationship between the product / service brand or sub-brand and top brands and corporate brands, Brand Architecture can be classified as Brand Architecture of four. Which are monolithic, sub, endorsed and individual brand strategy.  From this article it says companies looking to frame their brands will lean towards either a branded house or a house of brands strategy. These two brand architectures represent opposite ends of the brand relationship spectrum: the house of brand strategy reflects a more independent, stand-alone branding approach; while the branded house strategy represents a more singular, cohesive brand umbrella. 

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Tips for Building a Powerful Brand Identity for your Small Business

Tips for Building a Powerful Brand Identity for your Small Business | Milestone 1 |

Via Daniel Watson
Emily Zhang's insight:

I agree with this article. In today's market, building a brand identity is very important. Many small business owners often open up their businesses without considering branding, positioning and a marketing plan that includes strategies and tactics. As the owner of your own business, brand identity is determined by what you want to say to your potential consumers, and how you want to say it. It should be authentic – your business MUST deliver what the brand promises and therefore what consumers will expect.


If a business doesn't stand for anything, it will fail and fail. Even with all of this in place, there has to be constant focus and that takes commitment. It's impossible to make decisions that align with the brand and deliver it with consistency to the customer otherwise. Without a strong reason for being, hard work and maniacal focus on the part of owners and their employees, brands can still fail. Therefore, brand management is not only a periodic exercise but an all-day, every-day commitment.

Leilani Verona Steffany's curator insight, April 3, 2014 6:23 AM

I feel like this article is very much IMC related. Building strong brand identity by knowing what your brand stands for, who your target market is, using social media platforms as your brands voice, allowing you to get involved and engaged with your consumers, as well as provide compelling communications to emotionally connect/ motivate your customers,  but also making sure that all your marketing communications and consumer touch points are consistent and compliment each other. And Lastly deliver your promise so your consumers come back! I think yes, this sounds like a recipe of IMC???

Ellie Bigsby's curator insight, August 11, 2014 12:04 AM

This article gives six tips to creating a noteworthy brand identity. It is important to do so as it differentiates your product and encourages consumer perception and value to increase. One of the tips that April Neill gives is to be consistent with your messages. Which is an integral part of integrated marketing communications. All of her tips are simple and effective to creating and brand identity. 

Rebecca Lynch's curator insight, November 5, 2014 5:22 PM

Branding is not just for big corporations with a higher marketing budget. April Neill has great insight here into what branding is and how it can be applied to a small business. She highlights differentiation and consistency in voice and presence across social media, website and actual business. Her tips remain true for big businesses as well, and this shows how essential branding is and how it makes any type of business more personable.