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- What kind of models do different companies use for branding?
· Examples brand identity
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Brand identity is how the brand would like to be perceived, is more internal view of the brand and what it should stand for.
KODAK: One of the first ads from kodak was "You press the button, we do the rest" by Eastman, and was one of the most popular brand on that time, easy to carried.
Brand Image: general impression, is the external perception of the brand. personal and individual views of the brand.
2. What is the customer’s role in building brand image?
I found this 11 steps that I thought it was interesting so I didn't want it to change it. Its about building a brand.
- Identify what qualities, values and experiences customers associate with your business. In order to build a credible brand, you will need to establish what these are. Remember, a brand is more than a just a name and logo.
- Don’t ignore customer perceptions in order to project a desirable, but untruthful, image. If the claims you make about your business and its offer don’t tally with customer experience, they will go elsewhere. But if your business delivers what your branding promises, you will gain trust and retain custom.
- Think about every part of your business – if your customers’ associations with your brand are negative or very different from the image you project, you may need to change your offer, your customer service strategy or even the way you run your business.
- Involve your employees – they will have their own idea of what your business stands for and whether it is delivering on its promises. Besides, you will need their co-operation if you are going to change your operation.
- Create a set of consistent brand messages that focus on the qualities, values and experiences that customers associate with your business, its products and services. Keep these simple and easy to communicate.
- Develop a distinctive visual brand. This must reflect your overall identity — if you are upbeat, your visuals should be bright and engaging. If you don't have the necessary skills, employ a designer to help you.
- Apply your branding, including your visual brand and brand messages, to all of your materials — from packaging and signage to stationery, your website and marketing materials.
- Get legal protection for your visual branding and any distinctive phrases you use to describe your business or your offer.
- Remember that everything your business does is linked to your brand in the eyes of the customer. This includes the way your employees dress and behave.
- Communicate your brand to your employees and explain why and how you arrived at the brand identity you are promoting. You will need their support for your new branding to be effective.
- Promote your new or revised branding through a marketing campaign that includes press releases, PR and advertising, special offers and promotions to customers.
· How to create a feedback of the customers?
Now we have so many ways to reate a feedback from the customers.
- Surveys: Its easy to do it, just put the questions and you can analyze it easily. and its easy to send the link to everyone using Facebook, Twitter, but its important to make it short because like one or two, it could be annoying for the customers when you put a lot of questions. and you can get a better evaluation of the
- Feedback boxes: At the end of your page or when you buy something you can put a open box with a questions of ¿what do you think about the product? or ¿how we can make it better?
- Reach out directly: Find people in your local area and invite them for lunch and ask them about the brand.
- User activity: You can put I counter in your page to see how many people got in and what they liked the most and made a scale of that.
- Usability Tests: fThis is more common to use in apps, you have a special task for the customer and you can evaluate if they can do it or not, if they liked it or it was to complicated.
· How powerful are customers in changing the image of your brand?
If they like it you are in, if they don't you are out.
My teacher of Marketing in México told me that its really hard to change the image of the brand
· How is the impact in social networks?
Now everyone use the social networks, and the way they use it its more easy now a days, like Facebook, Twitter, Instagram. Its more easy to spread a new brand in the social networks.
3. When do you need to renew your brand?
It also depend on the brand but the marketplace is constantly changing and your audience expects you to keep up. If your target consumer is evolving, it’s important to transform with them maintaining their interest, and more importantly their business.
· What processes are required?
- http://www.renewyournetwork.com/process
· When do you need to renew
When your brand its getting old and people start to ignore it.
REFERENCES
- Manual of marketing (2015). from:http://manualofmarketing.blogspot.fi/2013/09/establish-and-measure-brand-equity-via.html
- Aaker. A. David.(2010). Building Strong Brands. from: https://www.google.fi/books?hl=es&lr=&id=OLa_9LePJlYC&oi=fnd&pg=PA1957&dq=examples+brand+identity&ots=sBLaX_8G78&sig=4v80xb4qEdgHshSDZHcJiebzeLs&redir_esc=y#v=onepage&q=examples%20brand%20identity&f=false
- http://www.marketingdonut.co.uk/marketing/marketing-strategy/branding/how-to-build-a-brand
- https://blog.kissmetrics.com/best-ways-to-get-feedback/
- http://www.leapfrogprco.com/blog/tag/renew-your-brand/
- http://www.renewyournetwork.com/process