Brand Management Essentials
Today’s content rich world has changed the way your customers make their purchasing decisions. This was not like before when it was the salesperson who was the key that stands between the product and the customer. You need them because they are the ones who are knowledgeable with regards to the different products that their store sells.
However on the advent of the internet, the salesman has quite lost his value because people then turned to the internet to know about brands, products and specific models. Information about size, looks, prices, reviews are all found in specific websites. In other words, long before they enter your store, they already know exactly what they want, what brand and what they can afford.
So with the content that they find online, their decision making is somewhat influenced by these and from these they decide what they want. People today spend much time in research and much less time in talking.
If you can count the vast information that lies online, you can never sum them up for there are not only millions that are available and a million new ones that will follow.
Now, how does this affect your company? Can your product be visible in the crowd?
The need to deliver a consistent trademark identity is what hounds company marketing these days. Consistency will make you stand out in the crowd.
This means that is the company wants to control all of its marketing arena, there should be a dashboard where everyone involved will work together to promote their trademark of brand.
When a company has a trademark or brand identity this is how they want consumers to look at them and remember them by. The value that the company wants to bring to the market and its appeal to consumers is found in the company brand and its components, namely, the logo, tone, tagline, and typeface. So if brand identity is what a company wants to be perceived by customers, brand image is the term for how consumers actually perceive the brand.
Brand loyalty, on the other hand, is a pattern of consumer behavior where consumers become committed to brands and make repeat purchase from the same brand over time.
Just by a mere logo that people can recognize, a company brand will stand out in a very crowded market place and the reason is that these companies are consistent in projecting their product identity or brand.
The online program which is the brand management software can help the whole company and its staff to have a more consistent collaboration in order to present the brand that their company wants consumers to remember them by.
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