Brand Profitability & Brand Management
Free Business Articles, Case Studies & Tools For Success
There are thousands of products and services out there - but not many brands. This collection of articles and case studies cover the importance of effective brand management, by focusing on brand profitability and development, and includes guides to conducting a brand audit.
Unfortunately, the term 'brand' is an abused and confused term. 'A leading brand' is distinctly different from 'a well known company' and 'creating a new brand feel' is downright misleading when in fact the company logo and typeface is all that is being changed. So just what is a brand? Why is it important to you and how do you go about creating your own brand?
Expert Talk > Sales & Marketing > Building & Managing A Brand
Your corporate brand needs to be thoroughly thought out, planned, nurtured, executed, monitored and, when necessary, modified. It is the organisation's most valuable commodity and deserves to always be treated as such.
Expert Talk > Sales & Marketing > Building & Managing A Brand
Your brand is so much more than your logo or visual identity. It's the essence of who you are as a business.
Expert Talk > Sales & Marketing > Building & Managing A Brand
Brand is what differentiates your company from your competitors. Taking an outside-in view of your company will drive initiatives that create greater market share and build customer loyalty. So how do you conduct a brand audit?
Expert Talk > Sales & Marketing > Building & Managing A Brand
A company's brand stands on three legs: Name, Logo and Tagline. None of them is easy to get right, yet all of them are keys to defining the company, building recognition in the marketplace and developing loyal customers.
Expert Talk > Sales & Marketing > Building & Managing A Brand
The best brands succeed because they excel at each stage in their lifecycle. They don’t skip steps. Great brands are founded on more than a compelling promise and innovative marketing communications. The stewards of these brands recognise that compelling promises and marketing only bring you to your customers’ doorstep. In order to enter their homes and become integral parts of their lives you must also excel at delivering positive buying and using experiences.
Expert Talk > Sales & Marketing > Building & Managing A Brand
Marketers and brand managers are responsible for building brands. Their success is often measured by an ability to develop forward motion or ‘momentum’ for the brand. Momentum can help deliver high brand awareness scores among target customers. It can also bring about positive publicity which supports paid marketing efforts. Yet, few brand managers are trained to understand the behavior or physics of momentum. There is a wide—spread belief that forward momentum is always a positive and desirable state. There is also a belief that once the brand is in motion, it will stay in motion. Neither point is true. Momentum is a force. And as a force, it will yield competitive advantage if it is managed. If it is not managed, it will inevitably lead to brand dilution.
Expert Talk > Sales & Marketing > Building & Managing A Brand
Great brand design has to make sense. Don't waste your time with multiple options of sameness or averageness, jargon, nor art. Keep it simple, zero in on the important stuff - the stuff that will make the difference. There is power in the simple ideas, not me-too ideas. This is a brand design process which delivers measurable bottom line results with innovative rather than me-too design solutions - the 7 steps to grow a brand and get it right.
Expert Talk > Sales & Marketing > Building & Managing A Brand
There are thousands of products and services out there, but not many brands. This article explores the potential, the pitfalls and risk reduction in creating new brands or evolving existing brands.
Expert Talk > Sales & Marketing > Building & Managing A Brand
An easy process to self analyse your marketing and promotional materials. In this article I will describe 10 simple ways to analyse your own marketing material and how you can implement changes that will forge a successful branding strategy.
Expert Talk > Sales & Marketing > Building & Managing A Brand
Branding is the overall intellectual and emotional impression people have when they think of your company.
Expert Talk > Sales & Marketing > Building & Managing A Brand
The ability to build successful brands and the resultant repeat business are tightly linked to business and manager know-how.
Expert Talk > Sales & Marketing > Building & Managing A Brand
One of Australia’s oldest brand custodians reveals some of the secrets behind creating and sustaining brand loyalty.
Case Studies > Sales & Marketing
Established brands are resilient, elastic and vital. However, continued good health is not a guaranteed condition.
Expert Talk > Sales & Marketing > Building & Managing A Brand
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Select from 8 sub-sections to browse articles and tools for success to master the marketing fundamentals, manage your brand, profile your customer, create a competitive advantage, trade show exhibitions and much more.
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Articles: Brand Management, Brand Profitability, Brand Audit
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