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The importance of brand consistency

primegroup THE IMPORTANCE OF BRAND CONSISTENCY what is a Brand ? We mistakenly think our logo, colour palette and font is what defines our Brand. And it is, but its much more than a logo, a Brand is how the consumer perceives value in the product or service over another. It's the emotional bond that changes a commodity into a Brand. MODITY COMA PRODUCED- PRICE D What turns a Commodity into a Brand ? What distinguishes a brand from an unbranded commoadity counterpart and gives it its equity is the sum total of consumers' perceptions and feelings about the product's attributes, about how it performs, about the brand name, and about the company associated with producing it. Al Achenbaum The Brand is a combination of the Positioning Statement (how you want to be perceived) and the four P's - Place, Product, Price & Promotion. BRAND POSITIONIN PLACE PRODUCT O MARKETING PRICE When the consumer experiences your touchpoints (four P's), whether it's advertising, product or place of distribution they should experience your Positioning. You could say the Brand is the culmination of the marketing execution of the four 'P's! THE TOP TEN BRAND TRAITS 1. The brand excels at delivering the benefits customers truly desire. (6. The brand portfolio and hierarchy make sense. 7. The brand makes use of and coordinates a full repertoire of marketing activities to build equity. 2. The brand stays relevant. 3. The pricing strategy is based on consumers' perceptions of value. 8. The brand's managers understand what the brand means to consumers. The brand is given propersupport, and that support is sustained over the long run. 9. The brand is properly positioned. 10. The company monitors The brand is consistent. sources of brand equity. SOURCE: HARVARD BUSINESS REVIEW - THE BRAND REPORT CARD So, what is the importance of brand consistency? The brand only exists in the head of the consumer, any contradictions or inconsistencies will impact on your Brand Equity reverting your brand into a commodity, which can easily be substituted for another. BRAND COMMODITY-BRAND EQUITY Take away what is the generic equivalent of your brand and what is left over is the Brand Equity. 66 The value of a brand. From a consumer perspective, brand equity is based on consumer attitudes about positive brand attributes and favourable consequences of brand use about the company associated with producing it. American Marketing Association CONSUMER BASED BRAND EQUITY BRAND AWARENESS BRAND IMAGE The consumer thinks about what you want them to think when they think about your brand. The consumer must know you exist The management of all the above is called... BRAND MANAGEMENT Ve can help! Keeping your brand consistent is essential to Brand Equity - maintaining customers and acquire new ones. Our Brand Marketing Hub is the management of all your brand elements and brand assets, ultimately growing the value of your business. www.primegroup.co.uk/brand-asset-management COURTESY OF PRIME GROUP BRAND MARKETING HUB primegroup REFERENCES: Marketing Week Mini MBA | https://mba.marketingweek.com. Harvard Business Review - The Brand Report Card | https://hbr.org/2000/01/the-brand-report-card. IT ALL STARTS WITH A GENERIC PRODUCT OR SERVICE THE DRIVEN COMMUNICATION

The importance of brand consistency

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We mistakenly think our logo, colour palette and font is what defines our Brand. And it is, but its much more than a logo, a Brand is how the consumer perceives value in the product or service over a...

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