Multi-brand categories - Different brands for different product categories. Family of names - Different brands having a common name stem. Nestle uses Nescafe, Nesquik, and Nestea for beverages. The marketing mix should focus on building and protecting brand equity. For example, if the brand is positioned as a premium product, the product quality should be consistent with what consumers expect of the brand, low sale prices should not be used compete, the distribution channels should be consistent with what is expected of a premium brand, and the promotional campaign should build consistent associations.
Finally, potentially dilutive extensions that are inconsistent with the consumer's perception of the brand should be avoided. Extensions also should be avoided if the core brand is not yet sufficiently strong.
What is Brand Equity? There are at least three perspectives from which to view brand equity: Strong brand equity provides the following benefits: Facilitates a more predictable income stream. Increases cash flow by increasing market share, reducing promotional costs, and allowing premium pricing. Brand equity is an asset that can be sold or leased.
Farquhar outlined the following three stages that are required in order to build a strong brand: Alternative Means to Brand Equity Building brand equity requires a significant effort, and some companies use alternative means of achieving the benefits of a strong brand. Managing Multiple Brands Different companies have opted for different brand strategies for multiple products.
Brand equity is an important factor in multi-product branding strategies. Protecting Brand Equity The marketing mix should focus on building and protecting brand equity. Push strategy A push promotional strategy involves […]. Follow these ten easy easy wins for an instant marketing boost… 1. Understand your customers Getting to know your customers is the most important stage of marketing process. It is widely accepted that the cost of acquiring a new customer is significantly higher than retaining existing ones.
So why are most marketing materials aimed at the new customer? This article aims to explain the role of marketing within the organisational context, and to show how the discipline can be used reliably to drive business success. The core role […]. Word of mouth remains the most powerful method of human communication What is word of mouth advertising?
Word of mouth advertising WOM is the unpaid spread of a positive marketing […]. Main menu Citations Contact us. Marketing made simple Click on the articles below to learn marketing, communications, advertising and brand without the jargon. This include advertising via internet banners, magazines, newspapers, radio, TV, billboards, and the multitude of […] Read more.
Advertising strategy Promotion is one of the key elements of the marketing mix, and deals with any one or two-way communication that takes place with the consumer. This article concentrates is a […] Read more. Brand building A key element of strategy planning should involve the development of your brand and how you would like to be perceived. When designing a brand strategy, this is the first […] Read more.
Digital marketing sins 1. There will always be significant pressure from your peers and […] Read more. E-brochures Why e-brochures are a bad idea With the proliferation of website technologies, business who have traditionally focussed on printed brochure design are more frequently attempting to reinvent their medium to […] Read more. Experiential marketing Experiential marketing is a cross-media promotional activity which encourages two way interaction and direct physical immersion into a brand.
Experiential marketing is a relatively young marketing discipline, but is growing […] Read more. Print isn't going away. We deploy several hybrid marketing techniques using print and our technology. We have the first paper with an embedded micro-chip. So imagine "plugging in" our paper and automatically be connected to a companies CRM database. The recipient becomes your data entry clerk! We've also done EDDM zip code demographic measurements. We take active open rates from each zip code and combine one hypersensitive customer list for our clients.
Our technology allows us to do things different. Take a QR code for example. With our tech the user can direct the recipient to multiple URLs in realtime using the same QR printed on our digital paper.
Keep in mind, our paper stores information! I personally think hybrid campaigns will be the way marketing is done in the future.
After the introduction of digital media, digital advertisements etc many expected the traditional methods, whether the printing service, the mailing service, all expected them to perish. But they did stand and for me they actually made these direct mailing, printing, fluxes etc very special.
I am in publishing business and I've been carrying out direct mail promotions and banners, T-shirt design promotions to build our business and I've found great turn around than all other digital promotions. These ideas where given to me by Troi Mailing Service in Toronto and they clicked just find. Some traditional ways stays strong and good, just need to change according to the changing market. Thank you all for your thoughtful comments and insights to this conversation. I think Donna nailed it and it is and always has been the tenet of responsible marketing.
The decision has to be the right medium at the right place at the right time. It ultimately is driven by the goals of the campaign and the budget available.
Ironically, we are finding that many of our clients, especially over these past few years during declining budget periods, have shifted perhaps too much of their budget into digital and social media because of cost constraints, necessity and perceived effectiveness the jury is out on social media value for some industries. Now, as we begin to see direct mail communication opportunities growing we work with a lot of financial institution clients where direct mail is still very relevant especially in marketing loans , clients are faced with the challenge of trying to internally sell the need for budget increase to pay for it.
So we need to add, "the right medium at the right place at the right time Joe, please share more of this imbedded technology paper. Thought this a great article that clearly addresses the issues of print media and social media and how companies use it well to help promote their business.
Augmented Reality is the trend in Print Advertising. It taps into the possibility of setting things into interactive print by integrating it with digital content and allows the allows print content to come alive with Video, 3D, Animations, Call-to-Action, Deals and much more.
Does anyone know if any tools out there exist for monitoring what competitors are advertising in print, preferably in the Boston and Metro West area? I fully agree that augmented reality has a huge impact on the printing industry. AR technology is a tool for attracting attention and increasing the usefulness of any product or service. My opinion is that augmented reality is a trend lately. I think it's just not all publishers still know how augmented reality can affect their business and double their income.
I can recommend in the continuation of the topic interesting information about the role of augmented reality in the publishing - https: Variable Printing Although variable printing is by no means a new process, consumers have been using it with more frequency as advancements in printing technology have lowered the cost. Membership is required to access the full version of this how-to marketing article Sign in with one of your preferred accounts below: Five Tips for Creating Shareable Brand