Prepared by a marketing lecturer, designed for university-level students
When it comes to brand development, there are four main brand approaches, as shown in the following diagram.
As you can see, this diagram is a matrix built around the two attributes of existing/new product category and existing/new brand name. … Read more...
One of the key decisions when bringing a new product to market, particularly if it is going to be under the umbrella of a new brand, is the brand name selection.
There are two approaches to … Read more...
A brand can be defined as a name, sign, logo, or design of a product/ service or a firm designed to identify ownership and to differentiate the offering in the marketplace.
Most … Read more...
In modern-day marketing, brand equity is generally highly sought-after. Brand equity can deliver financial benefits to the firm – primarily through greater market share, price premium, and increased customer loyalty.
There are multiple decisions to be made however, when introducing … Read more...
Brand awareness is fundamental to success in the marketplace; if consumers are unaware of the brand they are unlikely to become customers. This is why the first goal in a marketing communications … Read more...
Brand personas are commonly used in customer journey mapping, but are generally helpful in most aspects of marketing strategy development. This is because a brand persona – which is a representation of the typical customer in a target market… Read more...
Customer journey mapping is techniques that relies upon identifying and sequencing the touchpoints (exposures and interactions) that consumers (potential customers) and actual customers have with the brand.
Therefore, as a simple definition for what is a brand touchpoint? A brand … Read more...
Customer journey mapping is a visual technique designed to outline how:
As the name implies, a customer journey is the series of steps undertaken by a consumer (that is, a non-customer of a brand) in their journey to becoming a customer of the brand. A consumer’s … Read more...
The following is a list of possible brand touchpoints for Apple. Brand touchpoints are a key aspect of understanding the customer journey and creating a customer journey map. In recent years, Apple has become one of the strongest brands … Read more...
Brand touchpoints can be defined as the interactions and exposures that a consumer can have with a brand. Brand touchpoints are very broadly defined and include both deliberate communications from a firm/brand and communications and interactions that the consumer will … Read more...
As a quick list, today’s media and communication environment as the following impact on marketers, each of which will be discussed below.
Positioning is how the firm or brand wants to be perceived by consumers relative to its competitors. It is a very important topic in the study of marketing and usually forms the basis … Read more...