Chapter from: "Basics of Branding: A Practical Guide for Managers"
Published by:
Business Expert Press
Length: 46 pages
Topics:
Marketing strategy
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Abstract
This chapter is excerpted from ‘Basics of Branding: A Practical Guide for Managers'. Smart branding is essential for success, yet it is often misunderstood. Developing a brand that is relevant, distinct, and emotionally compelling can be very difficult for many managers, mainly because they don't realize exactly what and how much goes into this branding process. This book will explain this process. Branding is all about creating a message or an impression that makes an impact and creates a rational and emotional connection with a customer. Forming a bond of trust and comfort will build brand equity (ie, how people value your brand) and customer loyalty. A strong brand positioning should be the heart of all customer-centric initiatives (eg, marketing, sales, public relations, IT, customer services); it must provide clear direction for communicating a consistent, focused message that will capture the minds and hearts of target customers. Emphasizing these basics of branding is important for all managers, but in different ways. We are living in a dynamic, transformative global economy with mind-boggling advances in technology. Managers today can easily become preoccupied with social media vehicles and the innovative features of electronic devices, and hence neglect the importance of the content or the message. This book will bring them back to the fundamentals, to develop a value proposition that will excite customers. Managers in the B2C world will find this book refreshingly practical. Adhering to the core elements of positioning and branding will help them develop more emotionally rich and powerful content. B2B managers will better understand and discover the real value of good branding so that their marketing and sales communications will go beyond product features and emphasize relevant benefits that will strengthen their relationships with targeted customers. Senior executives of every type of company will gain a new strategic perspective that will enable them to build a more captivated, loyal customer base. Finally, students of marketing can build a firm foundation to apply these basics of branding in both digital and traditional communications.
Chapter from: "Basics of Branding: A Practical Guide for Managers"
Published by:
Business Expert Press
Length: 29 pages
Topics:
Marketing strategy
Chapter from: "Basics of Branding: A Practical Guide for Managers"
Published by:
Business Expert Press
Length: 67 pages
Topics:
Marketing strategy
Chapter from: "Basics of Branding: A Practical Guide for Managers"
Published by:
Business Expert Press
Length: 65 pages
Topics:
Marketing strategy
Chapter from: "Basics of Branding: A Practical Guide for Managers"
Published by:
Business Expert Press
Length: 32 pages
Topics:
Marketing strategy
Chapter from: "Basics of Branding: A Practical Guide for Managers"
Published by:
Business Expert Press
Length: 25 pages
Topics:
Marketing strategy
About
Abstract
This chapter is excerpted from ‘Basics of Branding: A Practical Guide for Managers'. Smart branding is essential for success, yet it is often misunderstood. Developing a brand that is relevant, distinct, and emotionally compelling can be very difficult for many managers, mainly because they don't realize exactly what and how much goes into this branding process. This book will explain this process. Branding is all about creating a message or an impression that makes an impact and creates a rational and emotional connection with a customer. Forming a bond of trust and comfort will build brand equity (ie, how people value your brand) and customer loyalty. A strong brand positioning should be the heart of all customer-centric initiatives (eg, marketing, sales, public relations, IT, customer services); it must provide clear direction for communicating a consistent, focused message that will capture the minds and hearts of target customers. Emphasizing these basics of branding is important for all managers, but in different ways. We are living in a dynamic, transformative global economy with mind-boggling advances in technology. Managers today can easily become preoccupied with social media vehicles and the innovative features of electronic devices, and hence neglect the importance of the content or the message. This book will bring them back to the fundamentals, to develop a value proposition that will excite customers. Managers in the B2C world will find this book refreshingly practical. Adhering to the core elements of positioning and branding will help them develop more emotionally rich and powerful content. B2B managers will better understand and discover the real value of good branding so that their marketing and sales communications will go beyond product features and emphasize relevant benefits that will strengthen their relationships with targeted customers. Senior executives of every type of company will gain a new strategic perspective that will enable them to build a more captivated, loyal customer base. Finally, students of marketing can build a firm foundation to apply these basics of branding in both digital and traditional communications.
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Chapter from: "Basics of Branding: A Practical Guide for Managers"
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Business Expert Press
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Marketing strategy
Chapter from: "Basics of Branding: A Practical Guide for Managers"
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Chapter from: "Basics of Branding: A Practical Guide for Managers"
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Business Expert Press
Length: 25 pages
Topics:
Marketing strategy