Features of a Successful Brand

Features of a Successful Brand The word brand is derived from the Old Norse brandr, meaning to burn. It refers to the practice of producers burning their mark (or brand) onto their products. A brand is the identity of a specific product, service, or business. A brand can take many forms, including a name, sign, symbol, color combination or slogan. A brand represents many more intangible aspects of a product or service: a collection of feelings and perceptions about quality, image, lifestyle and status. It creates in the mind of customers and prospects the perception that there is no product or service on the market that is quite like yours. In short, a brand offers the customer a guarantee and then delivers on it. A legally protected brand name is called a trademark. The word brand has continued to evolve to encompass identity it affects the personality of a product, company or service. For a successful brand there are lot many thing to do that are as follows: First of all you should know about the market that are you are going to target also a very clear idea about which target segment you are eyeing. People usually think that making a brand is just having a logo, tagline, and business card; youve completed your branding. But, unless youve carefully considered and defined ALL five of the key brand elements-position, promise, personality traits, story, and associations-you still have work to do. And, until youve infiltrated your brand into every level of your organization and built the discipline of consistency into every behavior, action, or communication-both internally and externally-you are not yet on the path to a successful brand strategy. Five Key Brand Elements Brand Position: Positioning is the art of creating a brand that can persuade and realistically demonstrate its relevance to a customers daily life to become his or her regular choice. The Brand Position is the part of the brand that describes what your organization does and for whom, what your unique value is and how a customer benefits from working with you or your product/service, and what key differentiation you have from your competition. Positioning is not created by the marketer or the individual brand itself, but by how others perceive it. Marketers dont create the positioning; rather, they create the strategic and tactical suggestions to encourage the customer to accept a particular positioning in his or her mind. For instance, bread and milk are not branded items, and despite companies push to try and brand the two products, no company has found much success building brand equity. When customers want either one of those staple items, they usually choose what is on sale or w hat is available on their local grocers shelves. Beer and cola, on the other hand, are heavily branded product categories: Consumers have formed a relationship with and will search out their preferred brands. To position your offering properly, you need to identify the key attributes or benefits that represent the value of your product or service. That will, in turn, create trust in your brand. As you begin to understand the relationship that your customers have with your brand, you will be able to more efficiently meet their needs, wants and desires through your brand. Brand Promise: The Brand Promise is the single most important thing that the organization promises to deliver to its customers-every time. To come up with your brand promise, consider what customers, employees, and partners should expect from every interaction with you. Every business decision should be weighed against this promise to be sure that a) it fully reflects the promise, or b) at the very least it does not contradict the promise. Benefits need to be backed with some sort of persuasive reason to believe the products hype. Many times, products or services have some formula or patent that is unique from all the other brands out there. Why do we trust Pantene shampoo, for instance? Because we believe in the brands revolutionary Pro-V formula that leaves hairs strong and healthy. Why do we believe Secret antiperspirant will keep women smelling sweet? Because its pH balanced for a woman, and not a man. Ask yourself: What promises are you making about your brand? Can my products or services follow through on those promises? Brand Personality: Brands that carry with them a true persona, and the beliefs and experiences similar to a personality make a brand rise to a new level. After all, its hard not to like someone with a good personality. In matters of branding, a personality helps to humanize an otherwise inanimate object or service so that a prospects defenses are lowered. An attractive brand personality can pre-sell the prospect before the purchase, reinforce the purchase decision, and help forge an emotional link that binds the buyer to the brand for years to come. In such cases, you are more willing to overlook flaws and search for strengths. A brands personality can offer the single most important reason why one brand will be chosen over another, particularly when there are few product or service features that are different between competing brands. The personality gives the consumer something to relate to that can be more vivid than the perceived positioning of the brand. Although a strong ident ifiable personality is not imperative, it can make it easier for customers and prospects alike to understand what the marketer has to offer. Even more important, a brand with a distinctive personality presents the would-be buyer with something he or she can relate to as an individual, a practical prerequisite for success in an increasingly individual-driven marketplace. Personality is usually shown in three ways. Provider-driven Provider-driven images are popular with services because there is a greater need to build confidence between the provider and seller since there is usually an intangible product on the table. Brands that lean heavily on the provider image include insurance companies and financial institutions. Prudentials The Rock and Allstates Youre in good hands, show that the brand is trustworthy and their brands reflect the same attitude. Image of the user Other brands like to show that the people who use the brands are people that you could be friends with, relate to, or want to be like. Many companies with branded products geared toward Generation X and Y use this tactic. However, these generations are also skeptical of marketers and are keenly aware of when a brand is targeting them. Image of the product or service As strange as it may sound; packaged products often take on a personality that consumers can relate to. Whether through a mascot or an animated figurine, products come to life to give consumers more than just a brand to trust, but also a face. For instance, the Pillsbury Doughboys laugh reinforces that the product will make your family feel good. Brand Story: The Brand Story illustrates the organizations history, along with how the history adds value and credibility to the brand. It also usually includes a summary of your products or services. The story and meaning of your brand is its most valuable and irreplaceable asset. Great brands large or small have a story that conveys both a truly valued attribute and an attitude which in combination sets them apart. You can rarely make up a great brand story, its usually already there. Our role is to uncover that story for you, bring it to life and then integrate it throughout your business. Most brands today dont have the financial muscle to buy awareness or market share and operate in arenas where consumers are no longer spectators. Instead they are constituents that ask increasingly tougher questions of brands. This makes it critical to ensure that brands not only encapsulate a business or products unique story but also work as hard as possible at every touch point. Brand Story has a wealth of experience gained from working with blue chip top 100 company brands to absolute start-ups and were equally comfortable and motivated in both scenarios. Brand Associations: Brand Associations are the specific physical artifacts that make up the brand. This is your name, logo, colors, taglines, fonts, imagery, etc. Your brand associations must reflect your brand promise, all of your brand traits, and support your brand positioning statement. Brand Associations are not benefits, but are images and symbols associated with a brand or a brand benefit. For example- The Nike Swoosh, Nokia sound, Film Stars as with Lux, signature tune Ting-ting-ta-ding with Britannia, Blue color with Pepsi, etc. Associations are not reasons-to-buy but provide acquaintance and differentiation thats not replicable. It is relating perceived qualities of a brand to a known entity. For instance- Hyatt Hotel is associated with luxury and comfort; BMW is associated with sophistication, fun driving, and superior engineering. Most popular brand associations are with the owners of brand, such as Bill Gates and Microsoft, Reliance and Dhirubhai Ambani. Brand associations are formed on the following basis: Customers contact with the organization and its employees; Advertisements; Word of mouth publicity; Price at which the brand is sold; Celebrity/big entity association; Quality of the product; Products and schemes offered by competitors; Product class/category to which the brand belongs; POP ( Point of purchase) displays; etc One Mantra Once youve developed and defined a relevant brand, you must begin building the brand with employees, customers, prospects, partners, etc. through consistent execution. Repetition is the key to the success of the branding process. Now after building up of your brand you must check out these three things at regular interval of time and that is your employee, customers services that you are offering. Because building up of any brand your employee play a very vital role. No one, including your employees, will ever really know or remember what your brand is, unless it is the same every time they are exposed to it. They only present your brand to the customers by direct conversation. If your product is good enough then customers will come again again and also convey the same to their friends relatives. Whether it is planned or not, word of mouth is well worth the effort it takes to generate it. Word of mouth is still considered the most potent marketing communication of all because its dispensed by the most credible sources of all ordinary citizens who dont carry a built-in bias of commercial sponsors. When your company is lucky enough to be the beneficiary of word of mouth, your identity problems may be over, and your capacity problems may just be beginning.

Blink: The Power of Thinking Without Thinking Essay

Brief Summary and â€Å"Arrangement† of the Book: Malcom Gladwell published the most pleasant book, â€Å"Blink: The Power of Thinking Without Thinking,† which he extended the landmark style of his number one international bestseller The Tipping Point. Gladwell transformed the ideas of how people understand the world within its rapid decisions. The Blink is about the power of thinking without thinking, which choices that seem to be made in instant decisions in the blink of an eye of a person that can’t be as simple as it may seem to be. Blinked discussed the many elements that affect the individuals judgments, culture, and even their experienced, in which told how they can be improved. Gladwell states various reasons and examples why the human brain is necessary to make a correct decision without thinking and examine information that is necessary to choose a course of action, which he termed this ability as â€Å"thin-slicing.† The â€Å"Blink† is structured starting with an advantageous introduction, fol lowed by several chapters, conclusion, and extra-textual elements such as the afterword, author’s notes, index, and ended with a special section of a reading group guide. Introduction. The Statue that Didn’t Look Right- The author begins by introducing the concept of immediate reactions to people whether it’s physical or emotional responses. Therefore, Gladwell’s story relates to a particular type of a statue by the J. Paul Getty Museum in California, which was known as a kouros. He proceeds to explain the questioning of the statue and to ascertain the truth of how owners maintain the museum to stay open in public. Although the museum faced several conflicts, it was proven that the ownership documents were forged, and yet the museum reopened. Chapter I. â€Å"The Theory of Thin Slices: How a little Bit of Knowledge Goes a Long Way†: The first chapter accounted how Gladwell introduces the main concept of the â€Å"thin-slice,† detailing the way people’s minds can make brisk decision and yet make judgments as well. He employs different concepts to illustrate the individuals within their power of thinking without thinking, in providing an example of married couples. By watching videotapes of married couples, the research team began to specify a system that reveals many deep-seated  problems in the marriage through their body language patterns and gestures. Chapter II. â€Å"The Locked Door: The Secret Life of Snap Decisions†: The context of this chapter discusses the story of how most of the time, we create snap judgments unconsciously and make quick decisions from it. The author explains the different experiment that was done to help prove his reasoning by the students who participated in small tests. This can encourage us to rethink of how certain we are with our thoughts. Gladwell also demonstrates how humans seem to be naturally ill at ease with ambiguity, so we unconsciously create stories that account for decisions we make or within our actions. Chapter III. â€Å"The Warren Harding Error: Why We Fall for Tall, Dark, Handsome Men†: This chapter consists of the impact of the Warren Harding error, which has the negative side to rapid thinking and it affects the accuracy of the way we make fast decisions. Due to this error, people can cause others to create false conclusions without any thinking further. In other words, we can have a better control with our thoughts and even form a more accurate judgment for ourselves. Chapter IV. â€Å"Paul Van Riper’s Big Victory: Creating Structure for Spontaneity†: In this chapter, the a uthor discusses the case of Paul Van Riper, a commander in the Marine Corps within military philosophy. He explains how snap decisions wasn’t the best choice because its outcome is never certain. Often, Gladwell contends, the best decisions are made by relying on only a few pieces of information which could just prolong the process and not become useful. Chapter V. â€Å"Kenna’s Dilemma: The Right-and Wrong-Way to Ask People What They Want†: The author focuses on a different concept in this chapter describing about Kenna, a rock musicians who would receive a different reactions from an audience. Gladwell demonstrates that removing a problem from its normal context makes it very difficult for us to actually make accurate decisions. Eventually it is realized that most people would continuously make incorrect judgment when it is not based on their range in knowledge and how it will appeals to others. Chapter VI. â€Å"Seven Seconds In the Bronx: The Delicate Art of Mind Reading†: The author specifies the negative outcomes that can occur when a series of judgments are made in rapid decisions. Gladwell uses an expert studies, like a man named Amadou Diallo, wh o was shot and killed by police officers after the misjudgments that happened and became a huge mistakes. This shows that the kind of adrenaline rush can cause the brain in  creating an inappropriate actions and could hurt the others around us. Conclusion. â€Å"Listening with Your Eyes: The Lessons of Blink†: To conclude this novel, the author recounts that the power of decisions made in the blink of an eye lies in the absence of other factors and its actions. The book ends with Glawell encouraging readers to take this lesson and learn from it in order to make positive outcomes and change the habit of making rapid decisions. Rhetorical Analysis: Exigence- Malcolm Glawell was motivated by his desire to show people that making quick decisions have more value than what we actually think. He says, â€Å"I believe that the task of making sense of ourselves and our behavior requires that we acknowledge there can be as much value in the blink of an eye as in months of rational analysis.† (17), suggesting that we should focused on what we actually know, and examined the processes of how we think in making decisions in order for it to create a positive outcome and deliver a better world. Audience- The audience would presumably be for those who believe that the best decisions are made after a certain amount of time in collecting and analyzing of high-quality information. The fact of how â€Å"decisions made very quickly can be very bit as good as decisions made cautiously and deliberately.† (14). His writing is directed to people who often make snap judgments and first impressions for better means of making sense of the world and by not believing in the validity of blink decisions. Purpose- Gladwell’s purpose is to teach ourselves to think logically and deliberately in controlling our rapid cognition within it consistent set of reasons. The author’s purpose was, â€Å"to shape and manage and educate the unconscious reactions.† (16). His purpose enlightens and educates the readers for them to take action and use their ability in cultivating ourselves. The task of â€Å"Blink† is to convince people of a convincing his readers that snap judgments and first impressions can be educated and controlled. The author’s purpose enlightens and educates the readers for them to make more positive outcome when it comes to making decisions. Logos- The author provided an insight of using logical appeal such as  statistics due to how this book is based upon a true story. Gladwell refers to the laboratory work of a psychologist named John Gottman at the University of Washington. Gottman has created a coding system that can be used to analyze a videotape in every conceivable emotion that a married couple might express during a conversation. This coding system focuses of every emotional nuance, bits of dialogue, and movement detected by the sensors that is factored in which can be used to predict, with 95% accuracy whether that couple will still be married fifteen years later (21). Another example was how the author included the observers’ ratings which predicted with better than 80% accuracy of marriages around this time (47). From the statistics that he provided, the readers would be aware of making decisions with only little information given in a short amount of time. Pathos- Gladwell may have not use a strong emotion but instead he was able to use his technique in addressing the reader directly which increases the amount of communication between himself and the reader. On â€Å"The Warren Harding Error,† the reader is asked to take a test on unconscious connections. However, in order for him to gain this connection within his reader, at times, he asks questions such as, â€Å"That was easy, right?† and more phrases like â€Å"Now try this†¦ did you notice the difference?† (78-80). It is called the Implicit Association Test (IAT), which was a devised in making connections. Therefore, Gladwell’s technique gives the reader a sense of being familiar to this test and leads to more understanding with those circumstances when rapid cognition leads us astray. Ethos- â€Å"Bink,† by Malcolm Gladwell refers to the incredible works of educated and experienced individuals like John Gottman a psychologist at the University of Washington (18.) Another reference was Paul Ekman and Silvan Tomkins, which they developed the Facial Action Coding System, or FACS (204). This system assembled the rules for reading and interprets thousands of combinations of movements or its actions that make up facial expressions. Malcolm Gladwell is also the author of the number 1 international bestseller The Tipping Point. Gladwell is a staff writer for The New Yorker and was formerly a business and science reporter at the Washington Post (back cover). The author establishes his credibility to get the reader to  acknowledge his talent as a writer. Style/tone- The author’s overall tone was very serious due to the amount of information that he provided in his book. â€Å"We’re a bit too quick to come up with explanations for things that we don’t really have an explanation for.† (69). Gladwell’s tone in this novel was very informative stating that we, as humans would have to gather a lot of information and in as many different contexts as possible. He reveals his position in his conclusion, â€Å"It is not enough simply to explore the hidden recesses of our unconscious†¦ once we know how the mind works about the strengths and weaknesses of human judgments, it is our responsibility to act.† (276). The author ensure the book is less boring which he added questions that needed to be answer in order for the reader to take notice and understand his position. Delivery- The book was very plain and was kept simple. The front cover is plain white with the font title made to be in blue and bold print to capture the reader’s attention. The publishers included under the title that â€Å"Blink† is written by the author of The Tipping Point. The inside of the book was organized by the introduction, 6 chapters, conclusion, and several extra-textual elements which it provides more information for the readers. Within the organization of Gladwell’s book in his acknowledgements, he gave thanks to the people who helped him finished this book such as, Michael Pietsch, Geoff Shandler, Heather Fain, and most of all, Bill Philips, who deftly and thoughtfully and cheerfully guided this manuscript from nonsense to sense. Also, there are several people who deserve special thanks like Terry Martin and Henry Finder, as they did with The Tipping Point – wrote long and extraordinary critiques of the early drafts. Suzy Hansen and the in comparable Pamela Marshall brought focus and clarity to the text and rescued Gladwell from embarrassment and error (285-286). The author trusted these amazing people to make revision throughout the book to make it more presentable and effective to the eyes of the readers. Above all, the back cover of the book provided a short summary of the book, the special critiques with a name given below, that will capture the reader’s attention. The genre was given on the left corner at very top of the book with the font color of white. It also provided Malcolm Gladwell’s recognition from his  accomplishments to establish his credibility. Use of Outside Sources: Malcolm Gladwell’s â€Å"Blink† uses multiple outside sources throughout his book. The author provided quotes taken from interviews, psychological research, and even some historical references such as the Civil War and the use of Morse code in the Second World War. Gladwell’s uses of outside sources were very effective due to enlarging his ideas and helped me understand his position within the new concepts throughout the whole book. He also includes additional notes and fascinating examples to increase the effectiveness of the book and support his ideas which added credibility to his book. Overall, the amount of sources that he provided helped him established his authority and credibility as it become effective to the idea that he was trying to get across. Personal Response: In my opinion, â€Å"Blink: The Power of Thinking Without Thinking† was very interesting and very informative. It made me realized how there are times that we, as humans, love to think and make quick decisions with only few information given to us. From this book, I learned more about my unconscious and its ability in making decisions without me knowing the real situation or having enough information. The book was very well written by discussing the general meaning of making decisions with the blink of an eye. I enjoyed every chapter of this book because I was able to learn something new and understand these unfamiliar concepts. My mainly concern about this book is the multiple examples that he provided each chapter which was a bit confusing. However, his concepts are still clearly stated and understandable due to the explanations that relates to his idea. I highly recommend that this book should be keep in the book list because I believe everyone would find this interesting as well. The â€Å"Blink† made me rethink of the quick decisions I made in the past, which now, I know better and quit the habit of making snap decisions that may form a negative action. This book gives knowledge about our world and ourselves, which tells us how the majority of people are used to not analyzing information and just make the best of it from what we think is right.

First day of middle school Essay

I WAS VERY NERVOUS WHEN I GOT ON THE BUS BECAUSE I DIDN’T KNOW ANYBODY. I NOTICED ONE GIRL FROM MY ELEMENTARY SCHOOL, BUT SHE DIDN’T TALK TO ME FOR TWO DAYS. WHILE I WAS ON THE BUS I INTRODUCED MYSELF TO A BOY NAMED TOMMIE AND WE BECAME FRIENDS. EVERY SINCE I SPOKE THAT DAY, TOMMIE AND HAVE BEEN CLOSE. WE HAVE EACH OTHERS BACK WITH CLASS WORK AND HOMEWORK. DURING LUNCH TOMMIE SAVED ME A SEAT, OUR LOCKERS ARE CLOSE BY EACH OTHER AND WE HAVE SEVERAL CLASSES TOGETHER. I STARTED TO LOOSEN UP AS THE DAY PROGRESSED BECAUSE I REALIZED. MIDDLE SCHOOL IS NOT ALL THAT BAD. MY FIRST PERIOD TEACHER SCARED ME BECAUSE SHE HAD ADEEPVOICE THAT CAUGHT MY ATTENTION. NOW THAT TIME IS PASSING IM MEETING MORE FRIENDS, MORE FRIENDLY TEACHERS AND STAFF. I HAVE LEARNED MY SCHEDULE WHICH IS DIVIDED INTO TWO DAYS ADAYAND B DAY. I LEARNED HOW TO DO THINGS IN A TIMELY MATTER BECAUSE WE CANT BE LATE TO CLASS OR THE BUS. IM STARTING TO SHOW MORE RESPONABLITIES SINCE ENROLLING IN BAYLOR COLLEGE OF MEDICINE ACADEMY egg pupa larva GET STARTED RIGHT AWAY. This placeholder text includes tips to help you quickly format your report and add other elements, such as a chart, diagram, or table of contents. You might be amazed at how easy it is. LOOK GREAT EVERY TIME †¢Need a heading? On the Home tab, in the Styles gallery, just click the heading you want. Notice other styles in that gallery as well, such as for a quote or a numbered list. †¢You might like the photo on the cover page as much as we do, but if it’s not ideal for your report, right-click it and then click Change Picture to add your own. †¢Adding a professional-quality graphic is a snap. In fact, when you add a chart or a SmartArt diagram from the Insert tab, it automatically matches the look of your report. GIVE IT THAT FINISHING TOUCH Need to add a table of contents or a bibliography? No sweat. ADD A TABLE OF CONTENTS It couldn’t be easier to add a table of contents to your report. Just click in the document where you want the TOC to appear. Then, on the References tab, click Table of Contents and then click one of the Automatic options. When you do, the TOC is inserted and text you formatted using Heading 1, Heading 2, and Heading 3 styles is automatically added to it. ADD A BIBLIOGRAPHY On the References tab, in the Citations & Bibliography group, click Insert Citation for the option to add sources and then place citations in the document. 2 When you’ve added all the citations you need for your report, on the References tab, click Bibliography to insert a formatted bibliography in your choice of styles. And you’re done. Nice work!      

Native American Slavery And Its Impact On American History

Native American Slavery Slavery in the colonies was inevitable, but we seem to forget that Native American’s were the first to actually be enslaved by the colonists rather than the Africans. They were not treated as equals, nor respected, their land was stripped away from them bit by bit, and the only reason why they were not used as slaves throughout the majority of America’s history, was due to the fact that an unimaginable amount of them died from foreign diseases; that of which Africans had already been exposed to, due to contact with Europeans for centuries. Now, to begin, it’s quite obvious that African American slavery was deemed as more marketable in many respects throughout America’s history; due to popularity, prosperity, necessity, and the entire timeline of such an epidemic. But our culture seems to consistently disregard our nation’s first enslavement of an entire civilization; as if their existence was mutually respected by the entirety of the colonists, when in reality that fantasy is merely a lie. Native American slavery in regards to its history has traditionally been treated by scholars as a secondary matter (less than important in the grand scheme of it all) in that it is of historical interest because of its relationship to other more common forms of oppression, or also, because it was a curious but minor contrast on the more important enslavement of the African people on colonial plantations (Native American Slavery, by Michael Guasco). HistoricalShow MoreRelatedSummary Of Andrà ©s Resà ©ndezs Th e Other Slavery1011 Words   |  5 Pagesâ€Å"Slavery,† this word evokes images of West Africans picking cotton in the Southern United States or a kneeling man in chains asking, †Am I not a man and brother.† These conventional ideas of slavery dominate both the public perception of enslavement and scholarship. However, a new voice entered the examination of slavery: Andrà ©s Resà ©ndez. In The Other Slavery: The Uncovered Story of Indian Enslavement in America, Resà ©ndez challenges the conventional definition of slavery. Resà ©ndez presents a systemicRead MoreThe Labor System Of Slavery Transformed The South During The Eighteenth Century967 Words   |  4 PagesPrompt:The labor system of slavery transformed the South during the eighteenth century. Discuss the impact of slavery on the economy of the South, as well as its impact on southern society and politics. 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The Indian Removal Act wasRead MoreAfrican Slave Trade1029 Words   |  5 Pagesservants â€Å"flourished concurrently† despite of the rise of African slave trade. Source B goes on to state that most American colonies â€Å"became dependent on Africans† only after relying on white indentured servants and Native American labour first. Some American colonies, the source writes, even never used African labour. These are three facts the source lists to prove that Africanization of slavery in the Americas was not inevitable. B: Source D is portraying the effect of Atlantic slave trade on AfricaRead MoreAndrew Jackson s Influence On American History1368 Words   |  6 Pagesprobably one of the most influential and possibly one of the most dynamic figures in American history. He was a great general and fine president. Although branded with unpleasant baggage of the infamous â€Å"trail of tears†, and furrowing the nation into its first economic depression (which his successor Van Buren who caught the panic of 1837). Andrew Jackson accomplished so much for the United States that he changed the â€Å"American Dream† into what is it today, by emphasizing any person can achieve anything,