Brand Identity and Equity
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Rescooped by seanhoneycombe from consumer psychology
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Apple Passes Coca-Cola as Most Valuable Brand

Apple Passes Coca-Cola as Most Valuable Brand | Brand Identity and Equity | Scoop.it

"Apple, named most valuable brand by Interbrand, a corporate identity and brand consulting company, is one of five technology companies among the top 10..."

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Via Leona Ungerer
seanhoneycombe's insight:

Apple have been destined to be the worlds most valuable brand for quite some years now, jumping from 8th in 2011 to 2nd in 2012, it was always going to happen. A well deserved place in my opinion as they have had such dominance in the market over the years and is "very much the poster child of the marketing community” now days. 

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Riley Tuggle's curator insight, January 12, 2015 9:49 AM

I can definitely believe that Apple passed Coca-Cola as the most valuable brand in 2013 because the company has been raising in fame ever since the original iPods hit the market. Then, iPhones became extremely popular and by this year, 2015, almost everyone has one: from high school students to businessmen. -RT 

Rescooped by seanhoneycombe from The MarTech Digest
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Three Things Marketers Must Do To Demonstrate Their Worth - Forbes | #TheMarketingTechAlert

Three Things Marketers Must Do To Demonstrate Their Worth - Forbes | #TheMarketingTechAlert | Brand Identity and Equity | Scoop.it

 

Basic/ Excerpt...

 

One of the biggest disconnects between marketing and senior management is metrics. Marketers focus on intermediate brand-equity measures; senior management focuses on revenue growth. Last year I watched this disconnect play out in the boardroom of a large financial services corporation. While the CMO talked about the importance of creating an iconic marketing campaign, the sales director focused on what generated the most sales. Which do you think had more credibility with the CEO? Marketers need to identify how the intermediate brand-equity measures lead to positive behavioral outcomes if they are to be taken seriously.

 

Above all, marketers need to build bridges to the rest of the organization. Everything a brand does impacts how a customer thinks, feels and acts. If marketing is limited to the domain of “advertising,” it will never be effective. Marketing’s job should be to help build, reinforce and enhance meaningfully different experiences that resonate with customers and drive their predisposition to buy the brand and pay a premium for it.

 

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Via CYDigital
seanhoneycombe's insight:

The three main ideas discussed by Forbes regarding how to create value and equity to your brand are very interesting. I agree with all three stages and particularly enjoyed the idea that "marketers need to build bridges to the rest of the organization" in order to connect with the market and be successful 

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CYDigital's curator insight, February 12, 2014 7:26 AM

And another 101 article, which is B2C oriented. However, I found value towards the end, and found it somewhat curious that major B2C companies need to learn the lesson of measurability.

Sarah Hollier's curator insight, October 2, 2014 1:00 AM

This article highlights the importance of brand equity, and how everything a brand does influences the customers perception. In order to do this marketers must build bridges with the rest of the organisation.

Sophie Pagani AUT's curator insight, October 5, 2014 12:53 AM

This article was interesting because they identify 3 important factors to increase brand equity. The first is to identify your brand's difference in the market place. This is greatly important as there is a lot of clutter products and brands need differentiation to become memorable and distinctive which will then increase their brand equity.  The second point made in the article is to focus on positive brand experiences. If they ensure the customer's have a positive experience the will develop a positive view towards the brand and increase the brand equity. The final point is about communicating the overall profit from the marketing as if they are not gaining profit from what they are are promoting, then the business will fail. 

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Brand New: The Best and Worst Identities of 2013, Part 3: The Best Noted

Brand New: The Best and Worst Identities of 2013, Part 3: The Best Noted | Brand Identity and Equity | Scoop.it
Brand New: Opinions on corporate and brand identity work. A division of UnderConsideration.
seanhoneycombe's insight:

I found this review of 2013's best brand identities very insightful as it gave me an accurate idea of what works in the market at this point and time. In my opinion 'Vevo' and 'Goal.com' created the best brand identities of 2013, however 'Design from Finland's perfectly executed identity is something to respect. 

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Rescooped by seanhoneycombe from Microsoft
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Why Microsoft Got its Logo Right

Why Microsoft Got its Logo Right | Brand Identity and Equity | Scoop.it

Brand New provides an in-depth, insightful review of Microsoft's new corporate and brand identity work.


Via IS Decisions
seanhoneycombe's insight:

I think Microsoft has been smart in reinventing their logo as its stylish, simple, non evasive or antagonistic to anyone. It is a safe logo design aiming neither to impress or disturb the market. By reinventing their logo they have reinvented their brand identity and equity, and with years of losing to Apple in the logo department it is refreshing to see Microsoft become competitive again.

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