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Tag: brand loyalty

  • What is Earned Media & What is its Value

    The entirety of the media rests on three main pillars – Earned Media, Paid Media, and Owned Media. Paid media refers to digital and analog advertising that includes social media, newspapers, and billboards. Owned media is any material that is published directly by the brand either as the company’s blog or through its social media channels. Earned Media is a term that refers to the publicity that is gained through efforts that are promotional in nature. The material is usually filtered through third parties like journalists, bloggers or end consumers.

    Examples of Earned Media in the offline space include news media coverage, ratings and reviews in traditional media outlets, consumer-to-consumer conversations about products including advice and referrals, or product demonstrations by consumers to other consumers. Online earned media include publicity mentions in digital media outlets, online WOM (word of mouth) referrals, posting on online communities or social networks, and online ratings and reviews.

    Benefits of Earned Media
    Challenges of Earned Media
    Earned Media Value(EMV) and Why it Matters
    EMV Calculation
    Effective Usage of Earned Media Value
    Conclusion

    Benefits of Earned Media

    There are many considerable benefits of earned media. Some key advantages include –

    Brand Exposure

    Earned media can boost organic brand exposure through word-of-mouth communication, cross-channel engagement, further research through search engines or social media, and last but not least conversion. Earned media has the added advantage of converting a customer even after the passage of time after consuming content.

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    Brand Loyalty

    Existing customers of a brand feel an enhanced connection with it after reading positive coverage and reviews thus converting them to organic ambassadors that further endorse the brand.

    Brand Credibility

    Positive reviews, organic brand endorsements, and brand representation in authoritative outlets lend further credibility and trustworthiness to it. It legitimizes the brand’s position in the market

    SEO Advantage

    The search engine rankings of the brand receive a substantial boost as brands earn backlinks on credible sites with a high domain or page authority.

    Earned Media: What Is It and How Do You Get It?

    Challenges of Earned Media

    The many advantages of earned media are also peppered with a few challenges. There is ample traffic on the web, hence making it difficult to cut through the noise with a compelling brand-centric story that contributes in terms of ROI (Return of Interest). Secondly, it becomes difficult to track the individual sentiments of each reader without conducting in-depth interviews to understand their takeaway from the PR material. Hence, quantitative results for earned media are difficult to demonstrate.

    Earned Media Value(EMV) and Why it Matters

    Earned Media Value or EMV is a metric that helps brands to quantify the monetary value of their marketing and PR activity. It also helps companies to evaluate the effectiveness of their earned media initiatives. This evaluation considers users’ social interaction with brands, including shares, likes, and comments on social media, blog posts, and ratings on review sites.

    EMV Calculation

    There is no standardized way to calculate earned media value. However, one common method to calculate EMV is to apply the formula that multiplies the total number of impressions by the average cost per thousand impressions (CPM) by an adjustable variable like recall rate or the number of likes and shares. The word ‘impressions’ refers to when a user sees the campaign. Hence the formula for calculating the earned media value would be –

    💡EMV = Impressions x CPM x Adjustable Variable

    Effective Usage of Earned Media Value

    Earned media value is an important KPI when tracked along with other metrics like influencer community size and share of voice. It can be used by marketers to benchmark the impact of individual posts, influencers, products, and campaigns on brand awareness and reputation. It is the single most established metric for performance benchmarking within the creator economy and the social media marketing space. Earned Media Value provides companies and brands with invaluable data that helps in making business decisions that improve strategy and approach contributing to lasting growth.

    Conclusion

    Although considered by many as a vanity metric, earned media value is especially important to brands because it captures all earned media and all content that is not created by the brand itself. Earned media has the capacity to increase trust among consumers and drive serious sales conversions. In addition, the creator economy is growing and so is the importance of influencer marketing. Robust influencer programs seem to be the most effective way to increase the volume of earned media, subsequently increasing the earned media value.

    FAQs

    What is earned media, and how does it differ from owned and paid media?

    Earned media is unpaid publicity, owned media is content a brand controls, and paid media refers to digital and analog advertising.

    What are some examples of earned media?

    Some examples of earned media include:

    • Media coverage
    • Social media mentions or shares of a brand
    • Featuring reviews or photos on social media
    • Influencer endorsements
    • Word-of-mouth referrals or recommendations from satisfied customers or clients

    What role does social media play in earned media?

    Social media enables users to share opinions and experiences about a brand, which can lead to earned media.

    How can you measure the effectiveness of earned media?

    There are several ways to measure the effectiveness of earned media:

    • Media coverage
    • Social media mentions
    • Website traffic
    • SEO performance
    • Brand reputation
    • Sales or conversions

  • Social Media Customer Service: Best Tricks and Tips

    The practice of using Social Media tools to resolve customer questions or concerns is known as social media customer service. Social customer support is extremely effective because it allows customers to reach out to your team on platforms that they already use. In terms of customer service, the utilization of social media is critical.

    The mutual benefits of ease of brand accessibility via Facebook, Twitter, YouTube, and other social media platforms allow for easy customer contact and engaging social activity, as well as brand building and broad contact across numerous platforms.

    The success of a brand depends on its ability to build relationships with customers through social media and how these channels are maintained. Sales, as well as Brand loyalty and Connection, can be influenced positively by social media. Even though social media was created primarily for personal use and to preserve personal contacts. It has evolved into a beneficial tool for building a community around brands as a result of its growth and popularity.

    Before the internet, the fastest and most effective way for customers to seek assistance from businesses was to make a phone call. Telephone calls had already surpassed the postal service as the quickest channel for customer service. After all, it’s called snail mail for a reason. Then came email, and the internet became the new destination for quick customer service. Social media interactions changed the game after we became used to email. With social media, you can connect with anyone in real-time, up to the second. That’s the new era of customer service innovation!

    Social media customer service takes advantage of established social media platforms’ immediate feedback systems. Furthermore, social media is a familiar place that customers use for a variety of other purposes, including connections with brands they enjoy.

    About Social Media Customer Care

    Developing a Plan

    Best Practises

    About Social Media Customer Care

    Social media customer care is a technique of offering customer help via social media platforms that is well-organized. It’s a vital and continuously expanding contact channel that complements call-based customer care in the overall customer service ecosystem.

    It includes assistance before, during, and after the transaction. Addressing complaints, providing advice, answering inquiries, and issuing refunds are all part of the job.

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    Developing a Plan

    Before you integrate social channels into your existing customer care operations, you’ll need a comprehensive social customer service strategy. A comprehensive social media strategy for customer service should include the following six key components:

    Establish Brand Monitoring

    The first step is to implement an active Brand Monitoring System on the social media platforms that your customers will use to contact you. You can do this easily with social media tools.

    Analyse Comments

    Determine what types of comments receive the most attention. Therefore, you won’t respond to only favorable feedback while ignoring negative feedback. The way you handle a negative review might sometimes help you gain new consumers.

    However, because social media isn’t a dedicated customer service channel, you’ll receive many more comments than your customer service personnel can handle. To deal with this, make a priority list so that your team can focus on the most pressing and vital concerns.

    Analyse the Comments you receive

    No to Late Replies

    Create a mechanism for quickly answering inquiries. With the speed of the internet, a late response might be as awful as no response at all. Your goal should be to respond to client questions as soon as possible. This needs a well-organized system with dedicated social customer service representatives.

    Customer Care Channel

    Consider establishing a specialized customer service channel. You can have a dedicated Customer Care Channel within the social media platforms in addition to having dedicated social customer support personnel. Customers who require assistance should be directed to your support profile via your social media sites.

    This will make it easier to track unique client requests and give a platform for customers to analyze previous requests that are similar to their own. Most importantly, having a distinct support channel will help you separate your social media content marketing and customer service operations.

    Manage Your Team

    Have the best internal practices for responses. Customer support isn’t just about solving customer issues. It’s a key tool in building your brand image. To achieve this, you need best internal practices that ensure your support team delights customers beyond solving their problems.

    Analyse Continuously

    Identify how you’ll track and report on your progress. It’s critical to track and report on your social customer service operations if you want to know how well you’re doing. Client satisfaction surveys can also be used to assess the quality of your customer service.

    The information you gather and the conclusions you reach can help you focus your efforts on areas that require more attention. Based on the volume of consumer inquiries, you may discover that you require more workers at certain times than at others.

    These steps can help you get the most out of your Social Media Customer Service. But let’s talk about the best practices that you should keep in mind.

    Best Practises

    Act Immediately

    If you quickly reply and resolve client complaints without diverting them to other channels. Your organization will acquire 3–20 percent more customer spending per interaction.

    Be Honest

    Just because your response time should be quick doesn’t mean you’ll be able to resolve all consumer issues quickly. Instead of making misleading promises, be honest with clients about how long it will take to handle their issues—even if that means accepting that you don’t know.

    Where to Answer

    Specific concerns must be settled in secret depending on the information involved. Determine whether to resolve complaints in public or private. If the process of resolving an issue will involve personal information, you can easily identify that this problem will require private resolution.

    As a result, your team should always keep track of such situations and urge clients to give the relevant personal information by direct message or email.

    Do not Ignore Queries

    Respond to all feedback, questions, and comments received via social media. If you don’t respond to any of your consumers’ concerns, you may never have another opportunity. Furthermore, such individuals may submit negative evaluations, making your organization appear untrustworthy to potential new customers.

    On social media, you must reply to any criticism, questions, and comments. Keep an eye on all of your mentions, check your direct messages (DMs), read your reviews, and keep track of any places where people are mentioning you.

    Use Names

    Use a person’s first name if feasible, and avoid being too scripted. It indicates that you are interested in learning who the client is, even if it just takes a few seconds to discover the client’s name.

    Respond Calmly

    Customers who have questions may be dissatisfied and frustrated. Keeping comments light and upbeat helps to steer conversations toward a satisfying conclusion rather than greater aggravation.

    Remember that you’re not simply dealing with your customers’ cognitive problems; you’re also dealing with their emotional states. However, the tone of your responses is determined by the tone of your clients’ inquiries.

    If a consumer speaks in a casual, amusing tone, respond in the same manner. If the customer’s tone is formal, your best bet is to respond in the same manner.

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    Conclusion

    Customers and businesses can benefit greatly from social media. Using it for customer service is just one of the many ways to assist any company or brand’s growth. Higher turnover results from effective strategies and careful management. Aside from taking advantage of the competitive advantage provided by social media customer service. Smart businesses are constantly monitoring and adopting new social media trends.

    Advances in technologies such as artificial intelligence (AI) and chatbots will fundamentally alter how businesses handle support inquiries. The use of social media in customer service can have a significant impact on the success of your brand’s loyalty and advocacy. Using social media for customer service can take your digital community to the next level with the right preparation and listening tool.

    FAQs

    Is social media good for customer service?

    As the customers use social media to interact with friends and even with brands. Social Media is an excellent place for customer service. It should be used by brands for not only marketing but building a community.

    What are the benefits of Social Media Customer Service?

    Using social media customer service gives your customers easy access to your brand. As you respond to someone’s query in a positive solution that they need. It builds a positive brand image. Also, it is an opportunity for your brand to work on what customers need and update your product to what they want.

    How to handle Customer Service on Social Media?

    1. The response should be quick
    2. The response should be transparent and should not deviate from customers.
    3. Assess what problems are asked more and respond to them first.
    4. Try to respond to every query and be personal to show customers that they matter.
    5. Your answer should be friendly and optimistic.

  • How Does Category Design Help in the Success of Your Business?

    Surviving and thriving in the business world requires forward-thinking and innovation. Category design is a strategic approach that uses points of view to win customers and increase brand awareness. The traditional method of creating products followed by rigorous marketing doesn’t always guarantee results.

    If you’re looking to establish yourself in a certain niche, the category design principle is the way to go. Even in specialized niches, there’s a possibility of crowding. Category design helps create a unique company powered by unique processes and a great brand—ultimately achieving the ‘Category King’ title.

    The concept is premised on owning the market and tilting the thought process of your target clients in your favour. The mental shift in the appreciation of your brand is the end goal. In this article, we will talk about how category design helps businesses to achieve success.

    Harmonized and Laser Focus of Marketing Campaigns
    Discovering and Dominating New Category of Business
    Creating Dominant Products
    Tapping Into Existing and Working Systems
    Create Loyal and New Customers
    Impacting the Society Positively

    Harmonized and Laser Focus of Marketing Campaigns

    Marketing efforts and campaigns may contain different messages making it a trial and error method. The effectiveness of marketing efforts is a big success factor in a business. To dominate markets, a harmonized marketing campaign backed by a solid product can lead to ultimate success.

    One of the key marketing originators is your staff. A clear understanding of the Point of View (POV) can be beneficial in a variety of ways. This includes: –

    • Campaigns in Media– This will create an overall standard angle of blogs, messages in the radio and TV ads, and other assets such as influencer marketers.
    • Employee Marketing– They’ll have a harmonized way of tackling issues like customer service leading to brand authority.

    Brands that command markets use a standard way of doing things. Harmonized marketing messages can help a lot in achieving this.

    Discovering and Dominating New Category of Business

    Popular brands like Twitter, Coca-Cola, Airbnb, Uber, and Apple have one thing in common. They take time to study the market, develop a product that answers the needs and create a winning and unique marketing campaign.

    These companies don’t necessarily create new inventions. For instance, taxi services existed before, but Uber’s business model was created to meet a certain market need. This propelled them to become a global household brand.

    Creating a mind shift and new demand is what revolutionizes markets. Airbnb for instance is a unique service that offers cheaper alternative accommodation for guests around the world. Since it was launched in 2008, it has hosted 400 million guests and is present in 191 countries.

    The huge success of these unique companies is inspired by daily problems. These companies leverage existing technology, existing industries, and marketing platforms to monopolize these categories.

    Creating Dominant Products

    In a bid to make money in business, people tend to go with the flow. This leads to continued production of mediocre products, shrinking value to the customers, and, ultimately, poor response from the market.

    Listed below are ways in which great and legendary products are created and established: –

    • Study Competitors– This is an old principle but it’s very important in any business for success. Look at the model of operation to spot areas of improvement. Sealing loopholes in a competitor’s product can be a springboard to a great product.
    • Customer Pain Points– Words on the street, online reviews, and professional reviewers can help discover product ideas. Category design aims at creating products that offer genuine and niche solutions.
    • Product Presentation– Packaging products to dominate markets involves branding messages and an overall presentation that seals the existing loopholes.

    Using category design, your product can achieve the dominant player status. This is achieved through a thorough product development cycle.

    Tapping Into Existing and Working Systems

    One of the biggest reasons for creating businesses is making revenues, profits, and generating wealth. To shorten the journey to success, re-inventing an old principle doesn’t always translate into revenue. If a business can use the already existing models and systems, it’s much better.

    Let’s look at two businesses that utilized this model to succeed.

    • Netflix– Netflix and other similar programs made watching movies and other TV programs very affordable. Instead of paying a huge cinema entry fee, Netflix offers a revolutionary service where a nominal monthly subscription can provide access to unlimited movies and programs. The model of business is an agency that sign-ups movie productions and brings them to the masses.
    • Amazon– This e-commerce company made a $3.3b net income in 2019. Amazon doesn’t manufacture any of the products it sells and doesn’t own the internet or the delivery channels. This is an example of a successful company that brings ideas into an existing ecosystem.

    Leveraging existing business models helps eliminate huge capital expenditure. This lets you focus on solving customer pain points and popularizing your unique viewpoints.

    Create Loyal and New Customers

    Category design doesn’t bring big business to you, but loyal and new audiences do. People and the market get excited by new products, unique innovations, and ground-breaking ideas. This makes them reward you with continuous business and social applause.

    Loyal customers give you positive reviews and recommend you to other clients. This, in turn, creates a spiral effect that brings new customers to you. Ultimately, you can use customer support and free endorsement from them to create new and better products.

    Impacting the Society Positively

    Apart from profits, social impact at the community and the global level is one of the major objectives of a business. Category design can help create products coupled with marketing messages that can drift people’s mindsets.

    Apple, for instance, uses the tagline ‘Think differently’. Its products and brands reinforce the message. This makes such a brand have a positive impact on future business leaders and innovators. This has propelled the success of multiple brands such as iPod, iPhone, Apple Store, and iTunes.

    Conclusion

    Category design is a unique way of improving your business and putting it on the path to success. The idea is founded on creating a highly specialized niche that can help you dominate markets. Forward and revolutionary thinking are the secrets of the success of big and wealthy brands. To fully tap into this strategy in business, investing in your innovation hub should be a top priority. This will help you research, develop, and tilt viewpoints so that your company can thrive.

    FAQs

    What is Category Design?

    Category design is a strategy that helps a business develop its own classification of products and services.

    When was Category Design proposed?

    Category design was first proposed in a book called Play Bigger.

    Who was the writer of Play Bigger?

    Play bigger is written by Al Ramadan, Dave Peterson, Kevin Maney and Christopher Lochhead.

    What is a Category blueprint?

    A category Blueprint is a design of how a product or service will work in the future.

  • 10 Brand Health Metrics Every Company Should Track

    We all know that our own physical and mental health is important, but did you realize your brand also has a lot of the same components? We’re not talking about just being Happiness or Successful – these values can quickly turn into something less than desirable if left unchecked.

    “What kind?” people might ask; Well, there’s an easy way to find out! Symptoms include low productivity/performance at work (or home) and lacklustre relationships with others, both internally AND externally oriented towards one another.

    So, it is essential that you diagnose your business and make sure that it doesn’t fall ill due to any unforeseen circumstances. Thus, you have to take care of your brand health.

    What Is Brand Health?

    Brand health is about how well your company performs overall. If the brand helps you achieve all of the goals that you have set for yourself, then it’s successful and a healthy one! Healthy brands are those that have a high brand score!

    Why Is Brand Health Important?

    Brand health is important because it can help your company achieve its goals. If the brand provides value and helps you reach all of these objectives, then that would make them successful! And as we know from the previous discussion about how healthy brands are those which have a high brand score – so this means having an effective marketing strategy will always lead towards optimum profitability for any business venture.

    Benefits of knowing your brand health :

    1. To determine what’s working for your branding strategy and what isn’t
    2. Take an honest look at the performance of all elements that make up a cohesive whole.
    3. Identify strengths and weaknesses – This will help you correct any problems before they get out of hand or worse yet, become irreparable!

    Brand Health Metrics Every Company Should Keep a Track Of

    Now that you know what is brand health and why it is important, here are a few brand health metrics that you need to take care of.

    1. Brand Awareness

    When it comes to marketing, brand awareness is a fundamental metric that should never be overlooked. Marketers can track their progress by conducting surveys or extrapolating engagement information from social media platforms.

    The best way for them to get started on this journey toward growing their own value as an organization starts with assessing how easily recognizable they are within consumers’ mindsets and determining if there’s room left under those perceptions (or not).

    Brand Awareness has been shown time after again as being one of the most important factors when deciding who will thrive in today’s marketplace so don’t leave yours behind!

    2. Brand Consideration

    Brand consideration is a great metric of brand health, as it measures how popular you are in comparison to generic or competing brands. You can get this information through surveys and by paying close attention to market share following branded campaigns–marketing that helps your company stand out from competitors!

    3. Brand Association

    This metric is a ranking of how closely your customer base associates you with certain brands. This mapping can help identify competitors and potential partnerships because it outlines who their “brand neighbours” are – meaning that this data could be used in targeting new customers or pairing up with existing ones for cross-marketing opportunities!

    4. Customer Satisfaction

    The customer satisfaction survey is a great way to measure how your customers feel about their experience with you. If they aren’t satisfied, then it’s likely that future purchases won’t be either and may speak negatively of the brand as well!

    5. Brand Perception

    Your brand perception is the first impression your customers have of you. It’s important because it helps them decide if they want to buy from your brand or not.

    There are many ways for people in general communities that allow online surveys like Google Consumer Experience (GCE) which provides data on companies’ behaviours based on these opinions as well feedback collected via smartphone applications available at both iTunes store and Playstore corners respectively.

    6. Brand Salience

    When it comes to building a brand, you need the right tools for measuring your success. Brand salience helps determine if customers will remember and favourable opinion of what makes your brand different from others.

    For example, A quick-service restaurant could ask people in their target audience which restaurants popped into mind when they thought “quick service.” If this was one that consistently came up on lists near or at the top (based on responses), then it is likely pleased with how well it’s doing thus far.

    7. Brand Loyalty

    Brands have always known that there is something special about loyalty. It’s the reason why many companies strive to maintain their customer base, and it can be assessed through methods like brand health surveys or repurchase data.

    8. Brand Sentiment

    With the help of sentiment analysis, marketers can identify how their campaign is shaping overall perceptions for a brand. This information could be tied to ROI as customers who like and trust your company are more likely than ever before in recent history (or perhaps any) to purchase from you regularly on an ongoing basis!

    9. Net Promoter Score

    When it comes to determining a customer’s likelihood of recommending your brand, the Net Promoter Score (NPS) is often used. This metric helps you see whether or not they’re advocates for what yours has going on and how well-loved/known an organization might be in its niche market segmentation terms–whether people would tell others if these were available or good to use.

    10. Brand Equity

    Your brand equity is a measure of how much your company overall means to you, both socially and financially. By generating awareness for the things that matter most in life through promises delivered on time with great quality control over what speaks volumes about who we really want our audience to be – this will increase values which then leads us up towards having even higher metrics than before!

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    Conclusion

    Branding is a strategic process that takes time and effort to develop. If you are looking for the benefits of branding without putting in all this hard work, metrics can help provide an estimate on how successful your strategy was by providing some basic information about its impacts such as traffic or revenue numbers.

    It’s important not only to understand what these numbers mean but also to use them efficiently because if Brand Analytics doesn’t give us enough data then there may be other ways where brands aren’t maximizing value from their brand strategies. So, always take care of your brand metrics and keep monitoring them to make sure your brand is healthy and well-functioning.

    FAQ

    What are brand health metrics?

    Brand health metrics are metrics that help you track the performance of your company.

    What are examples of brand metrics?

    Net Promoter Score, Purchase Intent, Unprompted Brand Recall, Prompted Brand Recall, Brand Uplift, and Share of Voice are some of the examples of brand metrics.

    How do you measure brand metrics?

    Website Traffic, Brand Awareness, Search volume, and Social Media Engagement are metrics you can track to measure brand metrics.

  • Brand Mantras and Principles of Brand Management for Making a Successful Brand

    A successful firm isn’t built by luck or by how much money you invest into it; instead, it’s the result of a series of activities made to grow a brand, which is guided and reinforced through time by a set of skills and choices. Building a brand is essential for every firm that wants to succeed, but sustaining it is even more critical and complex. It ensures that it remains relevant as customer behaviour evolves.

    When marketing a product or service to a significant number of people, it’s better first to link them all to a common platform and then explain what’s available to each of them. The objective should be to create a compelling conversation that allows you to shift views, analyse expectations, and clarify the subject.

    Brand Mantra
    Principles of Brand Management

    Conclusion
    FAQs

    What is Brand Management?

    Brand Mantra

    A brand mantra is a brief expression that captures the essence of what a brand stands for or the image a company would like to convey. A brand mantra is usually two to three words long. Although the message’s wording might vary, the tone is the most significant factor. A statement describes a brand with a sequence of adjectives and may or may not include the brand name.

    A brand mantra communicates emotional and intangible connotations that attempt to generate a connection between a customer and a brand, which might shape the brand’s overall sentiment. The tagline of a company is frequently its brand essence statement, and as such, it is critical to brand identification.

    The language used in a brand mantra represents the company and its goods and differs significantly from one to the next.

    A brand slogan should be chosen based on the consistent experience and the emotional response it elicits in its clients. It hopes to pique the curiosity of new customers drawn to such attributes and promote brand loyalty among existing customers through this consistency and emotional reaction. For rebranding initiatives, marketers frequently devote a significant amount of work to developing a new brand motto statement.

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    Principles of Brand Management

    Brand principles are all about capturing your product or service’s target market and instilling confidence in current and potential customers.

    A solid brand management strategy aids in the development of a corporate image, and the brand manager is responsible for overseeing the brand’s overall success.

    Brand management encompasses both the intangible and tangible aspects of a brand on a larger scale. The tangibles for product brands include the item itself, packaging, pricing, and so forth.

    When it comes to services, tangibles include the client experience, while intangibles involve the emotional connection.

    Credibility

    It all starts with sincerity, the primary goal, personality, and worth. Every brand is built on the foundation of trust. It refers to the perception that a brand’s product information is accurate and fair. Credible brands are perceived as having the capacity and desire to deliver on their promises by consumers.

    It is a never-ending and ongoing process. Product positioning, customer experience, value-added services, and customer relationships with the brand are intangible components of brand management that contribute to credibility.

    Concentrate on your most vital skills and then communicate them consistently. There have been multiple cases when firms have bought other brands only to subsequently sell them off because the purchases did not fit within the parent company’s brand architecture.

    Be Consistent

    When it comes to distinguishing your message, consistency is always the key. For whatever you do, own up to your position on all reference points.

    The degree of harmony and convergence among the marketing mix parts is consistent. It also refers to the consistency of marketing mix techniques across time. Companies must develop and maintain brand consistency in design, communication, and delivery.

    The pattern of expression that influences what others perceive about a brand is brand consistency. The branding will be more consistent if the messaging is consistent. It doesn’t matter through design, language, or viewpoint.

    Connect with People

    A brand is more than simply a name, a logo, a website, or a billboard. This is just a set of tools, not a brand. A brand is a much more significant concept, the desired notion embodied in products, services, locations, people, and experiences.

    Try selling something that meets not just people’s physical but also their emotional wants, and they’ll begin to associate with your brand over time.

    On a fundamental human level, meaningful connections are formed when a brand forges a link between what it does and what people are looking for. Brand appeal, distinctiveness, and loyalty are enhanced through meaningful connections that flow deep inside the business and extend deep into people’s hearts and minds.

    Established brands aspire to function higher than emotive and meaningful brands. They behave, interact, and react so that each moment becomes emotionally significant.

    Communication is the Key

    Brand Communication
    Brand Communication

    Brand Communication is a significant aspect and instrument of brand management or marketing, which firms use to persuade, convince, and enlighten customers about their brand and its values.

    The brand will communicate its strengths, values, basics, and product and service offering by championing the art of brand communication. If you master the art of contact, your company and brand will attract a vast portion of the community to communicate with them.

    Build a Community

    People are inextricably linked to the image of some companies. Others may not agree, but you must have individuals who understand and support the brand’s mission and values. A brand community is a specialised, non-geographically bound community formed by an organised system of social relationships among a brand’s fans. Customer loyalty, engagement, and relationships are all enhanced through brand communities. It provides marketers with glowing suggestions as well as fresh marketing concepts.

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    Conclusion

    The most crucial aspect of brand management is maintaining the image of your product or service. A good brand management plan can give your product or service more purpose and clarity, allowing you to focus on making, developing, and selling something that people care about. As a result, your brand will become distinct and recognisable in its own right, earning a reputation in the marketplace. But then comes the most challenging part: maintaining the brand’s value in the future.

    FAQs

    What is Brand Management?

    Brand management is a function of marketing to build the identity of the brand.

    What are the principles of Brand Management?

    The five principles of brand management are:

    • Credibility
    • Be Consistent
    • Connect with People
    • Communication is the Key
    • Build a Community

    What is brand mantra in brand management?

    A brand mantra is a brief expression that captures the essence of what a brand stands for or the image a company would like to convey.

  • What is Halo Effect and How does it apply to Marketing? (Explained)

    Every company exists for the sole purpose, for instance, expect reward for the service in terms of monetary or recognition in the eyes of the public. Marketing is another way to secure more people and to get to know more about your business. But focusing on SEO, CTAs or brand awareness won’t bring a heyday to your business. Here, Halo Effect really makes a great impact on your marketing.

    Brainwashing plays a crucial role in the Halo effect, as it is an effortless method to create fame overnight, whither? customers speak off good things, only if they have any positive experience. On the other hand, also defile your company, when some things went wrong likewise negative experience with the brand products.

    Pertinently, Halo Effect in Marketing is creating good terms regarding your services by engendering favouritism thoughts on customer’s minds.

    How Does the Halo Effect apply to Marketing?
    Pros and Cons of Halo Effect in marketing:
    Examples of Halo Effect in Marketing
    FAQ

    How Does the Halo Effect apply to Marketing?

    The Halo effect in marketing generates brand awareness, loyalty towards customers and brand strength at providing the best services.

    Brand strength

    The halo effect in marketing aids brands’ strength by establishing positive reviews or experiences on your products.

    Brand strength consists of to begin with Brand perception: The company should provide the best quality products to your customers, in order to gain their interest to purchase again in your company. Rather than spending tons of money in marketing, try to manufacture quality products to gain the trust of your customers.

    Moreover, the halo effect in marketing shows themselves as leaders in their industries by upgrading the product line of their company to compete against competitors.

    Brand awareness

    The company earns profit or reputation by rendering some services, and that services should be witnessed widely among your targeted customers. For instance, when you are frigging thirsty, the first product that will definitely strike your mind is Coke, right?. Ergo, the halo effect in marketing applies, when you are out with your friends and you are in a flummox to find a food restaurant, then one of your friends says ‘McDonald’s is the best’.

    Brand loyalty

    When the company recognised loyalty from the customers, then there is no going back. While gaining Brand Loyalty is quite demanding. Enhancing brand loyalty highly depends on the engagement of manufacturing quality products according to the interest of your customers and customers feedback or quick response.

    The halo effect creates brand loyalty by implanting favouritism on customers’ opinions, as this will help the customers to make a repeated purchase on your company.

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    Pros and Cons of Halo Effect in Marketing

    Ever wondered how one thing can be both beneficial and harmful? Our electronic gadgets, inventions and developments, etc. Likewise, the Halo effect in marketing has its own two sides of a coin: Pros and Cons.

    Pros of Halo Effect in Marketing:

    The Halo Effect is a kind of unpaid marketing technique that creates brand loyalty among its customers and thus helps the brands to retain their customers.

    Once a brand gains the trust of its consumers in terms of quality the price is insignificant to the consumers which helps many brands earn more profits.

    The brand’s new releases and even new ventures in other industries gain from the halo effect as people believe the products from the brand are worth their money and the quality is the same as the other product.

    The brand gains more customers through word of mouth and is differentiated from others and the halo effect also increases the brand’s equity.

    Cons of Halo Effect in Marketing

    The Halo effect is difficult to maintain as a product can be a success or a failure. Uncertainty is a factor that is constantly present when a new product is launched in the market.

    A negative experience of a product can do the reverse of the halo effect and damage a brand image and create an obstacle in the minds of its customers while purchasing other products from the brand. This is known as the Horn effect.

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    Examples of Halo Effect in Marketing

    The Halo Effect in marketing works in two ways- Positive effect or negative effect.

    For instance, Coca Cola gained recognition in the 80s standing as the best soft-drinks of the era. But at the same time, Coca Cola witnessed its bad side, when the controversy about the tinge of cocaine in it caused degradation to the brand and was even banned in North Korea and Cuba.

    Therefore, the Halo effect in marketing applies by imputing positive reviews or experience of your brand by accelerating awareness, loyalty and brand equity.

    Another great example of the Halo effect in marketing is: After the release of Apple iPods, it was speculated that there would be an increase in the sales of MacBook laptops.

    The success of iPods paved the way for this speculation to be true. In this case, the success and favouritism of the iPod by the consumers created a halo on the MacBook and other Apple products.

    Conclusion

    How many times have we bought other products from the same brand just because one product was good, like just because the paste is good in cleaning our teeth, why do we also tend to buy the toothbrush from the same brand even though the bristles are rough on our teeth and gums? Oh, I know it now: THE HALO EFFECT.

    The halo effect has been a major factor for brands and companies to make profits as the halo effect in marketing increases the visibility, reputation and equity of a company which is key to the success of any business.

    FAQ

    What is the Halo Effect in marketing?

    The Halo effect in marketing is a concept in which a person tends to favour other products from a manufacturer after experiencing positive feedback from another product from the same manufacturer.

    How does the Halo effect work?

    The Halo effect in marketing is seen when a brand captures the favour of the consumer market by creating a product that gives a positive experience to its customers which in turn leads the consumer to trust the brand without proper reasoning and favour the brand’s other products as well.

    What are the examples of the Halo effect in marketing?

    One example of the Halo effect in marketing is: After the release of iPods, it was speculated that there would be an increase in the sales of MacBook laptops. The success of iPods paved the way for this speculation to be true. In this case, the success and favouritism of the iPod by the consumers created a halo on the MacBook and other Apple products.