News Item: : Branding Cycle : What’s involved?
(Category: อื่นๆ)
Posted by prachid tinnabutr
Date:03/10/2009,Time:04:54
Branding is a circular process that involves these actions:
1. Product definition: You can brand products, services,businesses, even people or personalities. But you can’t start the branding process without first knowing what it is you’re trying to brand and whether your brand will be a one-and-only or one of several in your organization.
2. Positioning: Each brand needs to fill a unique, meaningful, and available spot in the marketplace and in the consumer’s mind. To determine your product’s point of difference and the unique position it (and only it) fills in the market.
3. Promise: The promise you make and keep is the backbone of your brand and the basis of your reputation.
4. Presentation: How you present your brand can make or break your ability to develop consumer interest and credibility in your offering. Start with a great name and logo and then launch your marketplace communications with professionally produced and compelling packaging and communications.when, where, and how to proceed as you send your brand message into the marketplace.
5. Persistence: This is the point in the branding cycle where too many brands lose steam. After brands are launched, brand owners often get tired of their own looks and messages and begin to improvise with new looks, new messages, and even new brand personalities and promises.
Just when consistency is most necessary in order to gain clarity and confidence in the marketplace, brands that lack persistence go off track.To save your brand from this pitfall, writing and enforcing brand presentation and management rules.
6. Perception analysis: In a consumer’s mind which is where brands live and thrive a brand is a set of beliefs about what a company offers,promises, and stands for. Great brands continually monitor brand perceptions to see that they’re in alignment with the brand owner’s aspirations and in synch with consumer wants and needs.Based on the results of perception analysis, brand owners begin their loop around the branding cycle again, this time adjusting their products, finetuning
their positioning statements, strengthening their promises, updating their presentations, rewriting their brand management rules, and once again monitoring perceptions in order to guide ongoing brand realignments and
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Ref : Chiaravalle,Bill and Schenck,Barbara Findlay(2007). Branding For Dummies.NJ:Wiley Publishing, Inc.
This news item is from Build Brand.info :สร้างแบรนด์ Brand Building Knowledge
( http://www.buildbrand.info/news.php?extend.10 )
(Category: อื่นๆ)
Posted by prachid tinnabutr
Date:03/10/2009,Time:04:54
Branding is a circular process that involves these actions:
1. Product definition: You can brand products, services,businesses, even people or personalities. But you can’t start the branding process without first knowing what it is you’re trying to brand and whether your brand will be a one-and-only or one of several in your organization.2. Positioning: Each brand needs to fill a unique, meaningful, and available spot in the marketplace and in the consumer’s mind. To determine your product’s point of difference and the unique position it (and only it) fills in the market.
3. Promise: The promise you make and keep is the backbone of your brand and the basis of your reputation.
4. Presentation: How you present your brand can make or break your ability to develop consumer interest and credibility in your offering. Start with a great name and logo and then launch your marketplace communications with professionally produced and compelling packaging and communications.when, where, and how to proceed as you send your brand message into the marketplace.
5. Persistence: This is the point in the branding cycle where too many brands lose steam. After brands are launched, brand owners often get tired of their own looks and messages and begin to improvise with new looks, new messages, and even new brand personalities and promises.
Just when consistency is most necessary in order to gain clarity and confidence in the marketplace, brands that lack persistence go off track.To save your brand from this pitfall, writing and enforcing brand presentation and management rules.
6. Perception analysis: In a consumer’s mind which is where brands live and thrive a brand is a set of beliefs about what a company offers,promises, and stands for. Great brands continually monitor brand perceptions to see that they’re in alignment with the brand owner’s aspirations and in synch with consumer wants and needs.Based on the results of perception analysis, brand owners begin their loop around the branding cycle again, this time adjusting their products, finetuning
their positioning statements, strengthening their promises, updating their presentations, rewriting their brand management rules, and once again monitoring perceptions in order to guide ongoing brand realignments and
----------------------------------------------------------------------------
Ref : Chiaravalle,Bill and Schenck,Barbara Findlay(2007). Branding For Dummies.NJ:Wiley Publishing, Inc.
This news item is from Build Brand.info :สร้างแบรนด์ Brand Building Knowledge
( http://www.buildbrand.info/news.php?extend.10 )