Understand the terms marketers use when discussing brands. These will not only teach you the language but give you a better perspective on brand marketing.
The definition of brand scope or brand frame of reference is what customers expect from your brand. Have you had an experience like this? Let me know in the comments. I was shopping at Costco and pulled into the relatively quiet towel aisle because my toddler was disruptive. I noticed Read more…
A brand is built on top of its industry’s brand, and its product category’s brand. It is hard enough to manage your company and your product’s brand, and that is, at least somewhat, in your control. But those brands are subject to the perceptions of their product category and industry. Read more…
Value and communication with all primary stakeholders are the muscles of brand building. Travis Kalanik leans over his desk with his hands in his hair and his elbow on his desk. He clutches his hair in frustration. He is watching a video Bloomberg has got their hands on of him Read more…
The damage to a brand happens after the second news story, and Samsung experienced this first hand. When one bad news story happens to a brand, that is all it is, a story. Most marketers and small business owners overestimate the potential damage to a brand due to a negative story Read more…
Brand Equity definition: the portion a company’s value attributable to its brand(s). Simply, brand equity is the value of a brand. Brand equity can be measured in currency (ie. USD) but is notoriously hard to price. Brand equity is always a part of the overall value of the company, and a Read more…
Your organization has multiple brands and sub-brands, and their relationships need to be considered. Executive Summary | Abstract | TL;DR In an organization with multiple products, brands or sub-brands, their relationships to each other need to be carefully considered because they will have an impact on each other’s brand associations Read more…
I was watching the latest installment of the James Bond / 007 in the theatre when I noticed something quite amazing: there were people of all demographics in the theatre with me. My fellow young father friend and I were out on a rare night out away from our babies Read more…
Definition of Brand The definition of a brand means different things to different people. For the purposes this blog, we will define a brand as: The aggregate total of perceptions the customers and potential customers have towards an individual or organization and its offerings based on prior experience and media. That is a Read more…