Articles related to putting together a marketing strategy from your market research and analysis.
TL;DR Brand orientation is a management philosophy that puts brands at the center. It sees the brand as a strategic device and a competitive advantage. Brand orientation has an impact on profits and brand performance in addition to providing a framework of behavior. It can be evaluated across eight different dimensions including implementation, relationships and…
Brands take on multiple roles in daily life. All generate value for consumers in one way or another. Brands act as identifiers, reputation and building blocks of identity for the consumer. For the organization, profit is the main role of brands. Brands serve a multitude of roles, both for the consumer and the organization. However,…
TL;DR Kapferer’s Brand Identity Prism is a useful framework to analyse your brand. It considers the identity you intend to project and the identity your customers perceive and summarises it in a co-created brand essence. It helps to decide where to adjust brand identity and where to keep it consistent to keep it relevant for…
Customer based brand equity is a valuable framework that describes how consumers perceive brands and how brand equity is created. It treats brand equity as a product of brand awareness and brand image in consumers’ minds. Customer based brand equity is one of the most popular representations of the added value of a brand. In…
As globalisation rages on, the competition between places is more than ever. Nations, cities, regions and towns strive to differentiate themselves from the competition in order to attract people, capital and institutions. A powerful tool to achieve that is a place brand. Surprisingly, this is a relatively new concept and is a result of a…
Consumers evaluate prestige brands in a different way. Research has shown that consumers’ minds associate them as being more abstract whereas ordinary brands are considered functional and feature-oriented. Prestigious brands, also known as luxury brands and used interchangeably here, establish a certain emotional dimension in peoples’ brains. They are perceived by feelings, not functionality. But…
