Discover the blind spots in your brand vision
Article Abstract:
Blind spot in human eye blocks the vision of the objects that come in its way. So is the with the blind spots that present in the brand management. Four general types of blind spots like night blind spots, optical blind spots, rear-view blind spots, and mental blind spots block the brand managers' vision from understanding the loopholes that are present in brand management, and thus pose serious risks for branding. The risks that have to faced and steps brand marketers can take to reduce them, are discussed.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2003
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How do brands create value?
Article Abstract:
Measurement of brand equity is important for an organization's estimation of its market position. A model of brand value creation called "brand value chain" is designed to help the marketers keep track of their brand promotion. The first step in this chain is the investment in the market program, next is its impact on customer mindset. Finally, the brand performance is estimated to indicate the shareholder value. Factors like, program quality, market place and investor sentiment moderate the chain processes.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2003
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Building brands from the inside
Article Abstract:
Creating brand image and managing it is a part and parcel of the organization's structure. Brand strategy should be fully integrated into the main stream of the organizational activities and each employee should be aware of its promotional methods. Branding is not something that happens outside the business strategy. Methods of reorganization of the internal structure to deliver on the brand promise to the customers, is discussed.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2003
User Contributions:
Comment about this article or add new information about this topic:
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