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Marketing: Positioning, Differentiation, and Value Proposition
 
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An overview of marketing positioning, differentiation, and value proposition
Views: 69725 Brian K. McCarthy
What is BRAND EQUITY? What does BRAND EQUITY mean? BRAND EQUITY meaning, definition & explanation
 
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BROWSE The Internet EASY way with The Audiopedia owned Lightina Browser Android app! INSTALL NOW - https://play.google.com/store/apps/details?id=com.LightinaBrowser_8083351 What is BRAND EQUITY? What does BRAND EQUITY mean? BRAND EQUITY meaning - BRAND EQUITY definition - BRAND EQUITY explanation. Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. Brand equity is a phrase used in the marketing industry which describes the value of having a well-known brand name, based on the idea that the owner of a well-known brand name can generate more money from products with that brand name than from products with a less well known name, as consumers believe that a product with a well-known name is better than products with less well-known names. Brand equity refers to the value of a brand. In the research literature, brand equity has been studied from two different perspectives: cognitive psychology and information economics. According to cognitive psychology, brand equity lies in consumer’s awareness of brand features and associations, which drive attribute perceptions. According to information economics, a strong brand name works as a credible signal of product quality for imperfectly informed buyers and generates price premiums as a form of return to branding investments. It has been empirically demonstrated that brand equity plays an important role in the determination of price structure and, in particular, firms are able to charge price premiums that derive from brand equity after controlling for observed product differentiation. Some marketing researchers have concluded that brands are one of the most valuable assets a company has, as brand equity is one of the factors which can increase the financial value of a brand to the brand owner, although not the only one. Elements that can be included in the valuation of brand equity include (but not limited to): changing market share, profit margins, consumer recognition of logos and other visual elements, brand language associations made by consumers, consumers' perceptions of quality and other relevant brand values. Consumers' knowledge about a brand also governs how manufacturers and advertisers market the brand. Brand equity is created through strategic investments in communication channels and market education and appreciates through economic growth in profit margins, market share, prestige value, and critical associations. Generally, these strategic investments appreciate over time to deliver a return on investment. This is directly related to marketing ROI. Brand equity can also appreciate without strategic direction. A Stockholm University study in 2011 documents the case of Jerusalem's city brand. The city organically developed a brand, which experienced tremendous brand equity appreciation over the course of centuries through non-strategic activities. A booming tourism industry in Jerusalem has been the most evident indicator of a strong ROI. While most brand equity research has taken place in consumer markets, the concept of brand equity is also important for understanding competitive dynamics and price structures of business-to-business markets. In industrial markets competition is often based on differences in product performance. It has been suggested however that firms may charge premiums that cannot be solely explained in terms of technological superiority and performance-related advantages. Such price premiums reflect the brand equity of reputable manufacturers. Brand equity is strategically crucial, but famously difficult to quantify. Many experts have developed tools to analyze this asset, but there is no agreed way to measure it. As one of the serial challenges that marketing professionals and academics find with the concept of brand equity, the disconnect between quantitative and qualitative equity values is difficult to reconcile. Quantitative brand equity includes numerical values such as profit margins and market share, but fails to capture qualitative elements such as prestige and associations of interest. Overall, most marketing practitioners take a more qualitative approach to brand equity because of this challenge. In a survey of nearly 200 senior marketing managers, only 26 percent responded that they found the "brand equity" metric very useful.
Views: 14116 The Audiopedia
The Value of Branding & Marketing for Distributors
 
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What is brand awareness? If you're an industrial distributor, is that really what you need? In this video, we look at how branding can help B2B eCommerce businesses differentiate and start building customer loyalty.
Views: 109 B2X Partners
Steve Jobs' amazing marketing strategy - MUST WATCH
 
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Check out these books about Steve Jobs: * Steve Jobs: https://amzn.to/2PGH3nM * The Presentation Secrets of Steve Jobs: https://amzn.to/2JB1j55 * Becoming Steve Jobs: https://amzn.to/2QgZKf8 * Steve Jobs: The Man Who Thought Differently: https://amzn.to/2AHIqdQ * Steve Jobs (Movie): https://amzn.to/2CZgLq3 Steve Jobs shares his amazingly different approach to marketing and how he used it to build Apple into one of the largest companies in the world. * Join my BELIEVE newsletter: http://www.evancarmichael.com/newsletter/ Transcript: To me….marketing is about values. This is a very complicated world. It’s a very noisy world. And we’re not going to get a chance to get people to remember much about us. No company is! And so, we have to be really clear on what we want them to know about us. Now Apple, fortunately, is one of half-a-dozen best brands in the whole world. Right up there with Nike, Disney, Coke, Sony — it is one of the greats of the greats. Not just in this country, but all around the globe. But even a great brand needs investment and caring if it’s going to retain its relevance and vitality. And the Apple brand has clearly suffered from neglect in this area in the last few years. And we need to bring it back! The way to do that is NOT to talk about speeds and fees. It’s NOT to talk about bits and mega-hertz. It’s NOT to talk about why we are better than Windows. The dairy industry tried for 20 years to convince you that milk was good for you. It’s a lie, but they tried anyway. And the sales were falling. And then they tried “Got milk” and the sales went up. “Got milk” wasn’t even talking about the product. In fact, it focuses on the absence of the product. But the best example of all, and one of the greatest jobs of marketing that the universe has ever seen, is Nike. Remember, Nike sells a commodity. They sell shoes!!! And yet, when you think of Nike you feel something different than a shoe company. In their ads, as you know, they don’t ever talk about the product. They don’t ever tell you about their air soles and why they are better than Reebok’s air soles. What does Nike do in their advertising? They honor great athletes. And they honor great athletics. That’s who they are, that’s what they are about! Apple spends a fortune on advertising — you’d never know it….you’d never know it! So…when I got here, Apple just fired their agency and there was a competition with 23 agencies that…you know…four years from now we would pick one. And we blew that up and we hired Chiat\Day, the ad agency that I was fortunate enough to work with years ago and created some award winning work including the commercial voted the best ad ever made, 1984 (by Advertising Professionals). And…we started working about eight weeks ago, and the question we asked was, “Our customers want to know who is Apple and what is it that we stand for…where do we fit in this world?” And what we’re about isn’t making boxes for people to get their jobs done — although we do that well. We do that better than almost anybody, in some cases. But Apple is about something more than that! Apple at the core…its core value — is that, we believe that people with passion can change the world for the better. That’s what we believe! And we have had the opportunity to work with people like that. We’ve had the opportunity to work with people like you; with software developers, with customers, who have done it. In some big, and some small ways. And we believe that, in this world, people can change it for the better. And that those people who are crazy enough to think that they can change the world are the ones that actually do! And so, what we’re going to do in our first brand marketing campaign in several years, is to get back to that core value! A lot of things have changed. The market is in a total different place than where it was a decade ago. And Apple is totally different — and Apple’s place in it is totally different. And believe me, the products, and the distribution strategy, and the manufacturing are totally different…and we understand that. But values and core values — those things shouldn’t change. The things that Apple believed in at its core, are the same things Apple really stands for today. ENGAGE * Subscribe to my channel: http://www.youtube.com/subscription_center?add_user=Modelingthemasters * Leave a comment, thumbs up the video (please!) * Suppport me: http://www.evancarmichael.com/support/ CONNECT * Twitter: https://twitter.com/evancarmichael * Facebook: https://www.facebook.com/EvanCarmichaelcom * Google+: https://plus.google.com/108469771690394737405/posts * Website: http://www.evancarmichael.com EVAN * About: http://www.evancarmichael.com/about/ * Products: http://www.evancarmichael.com/zhuge/ * Coaching: http://www.evancarmichael.com/movement/ * Speaking: http://www.evancarmichael.com/speaking/
Views: 1396340 Evan Carmichael
The greatest TED Talk ever sold - Morgan Spurlock
 
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Sign up for our newsletter and never miss an episode: http://bit.ly/TEDEdNewsletter With humor and persistence, filmmaker Morgan Spurlock dives into the hidden but influential world of brand marketing on his quest to make a completely sponsored film about sponsorship. (And yes, onstage naming rights for this talk were sponsored too. By whom and for how much? He'll tell you.) Talk by Morgan Spurlock.
Views: 3860701 TED-Ed
The Value of Mobile Data: Brand Marketing in the Smartphone Age | Panel | DMEXCO18
 
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Michael Hartwig, Managing Partner Central Europe, Yext Felix Jahn, Head of E-Commerce Europa, Puma Jannika Bock, Head of Measurement and Attribution, Google | The Value of Mobile Data: Brand Marketing in the Smartphone Age | Experience Stage | September 12, 2018 | 14:55 - 15:25 Categories: Media | Mobile The key to harvesting the full benefits of the omnipresent smartphone lies in the proper and responsible collection, analysis and application of user data. Knowing what makes the brand audience tick allows for unparalleled accuracy, not only in timing but in personalization of branded content and advertising message. More about Media: https://dmexco.com/stories/stories_categories/media#stories
Views: 146 DMEXCO
How To Increase the Perceived Value of Your Product or Service
 
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How to increase the perceived value of your product or service. In this video Eben Pagan talks about Product Strategy #1 which is increasing the perceived value of your products. More FREE training from Eben: http://ebenpagan.com/special-offers/8q0vg8m6hn/?utm_campaign=YouTube%20Channel&utm_source=youtube&utm_medium=organic&utm_term=Sales%20and%20Marketing&utm_content=how%20to%20increase%20the%20perceived%20value%20of%20your%20product%20or%20service SUBSCRIBE! http://www.youtube.com/user/getaltitude?sub_confirmation=1 SCHEDULE Every day Eben Pagan shares videos about marketing strategies and business skills entrepreneurs can use to rapidly grow their businesses. LET’S GET CONNECTED: http://www.GetAltitude.com Facebook: https://www.facebook.com/pages/Eben-Pagan/135028473246104 Twitter: https://twitter.com/ebenpagan iTunes Podcast: https://itunes.apple.com/us/podcast/get-altitude/id886856414?mt=2 How to increase the perceived value of your product or service.
Views: 17816 Get Altitude
MFTV: The Value of Research in Challenger Brand Marketing
 
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In this MFTV episode, members of Martino Flynn’s Client Services team talk about the importance of research for challenger brands, including the vital role research played in creating a campaign for Rohto Eye Drops.
Views: 313 Martino Flynn LLC
What is Branding?
 
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Facebook: https://www.facebook.com/NorwichBSchool Twitter: https://twitter.com/NorwichBSchool This video was produced in 2011 by the MSc Brand Leadership team at Norwich Business School, University of East Anglia. The course was the first of its kind in the world and has attracted students from 23 countries including Japan, USA, Singapore, Taiwan, UK, India and China - to name but a few.
Views: 1441620 NorwichBSchool
How to Increase the Value of Your Business
 
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For detailed notes and links to resources mentioned in this video, visit http://patrickbetdavid.com/increase-the-value-of-your-business In this video, I get into ten things you can do to increase the value of your business. But before I do that, to put things into perspective, let's take a look at profit vs. value. Profit Vs. Value - 0:40 How to Increase the Value of Your Business - 1:04 #1: Technology - 1:16 #2: Focus - 1:53 #3: Systems - 2:40 #4: Strategic Partners - 3:32 #5: Recurring Revenue - 3:52 #6: Supporting Cast - 4:09 #7: Data - 5:41 #8: EBITDA vs. Need- 6:11 #9: Subscribership and Distribution - 7:45 #10: Stay Hands On - 8:26 Subscribe to the channel: http://www.youtube.com/valuetainment?... Valuetainment- The best channel for new, startup and established entrepreneurs. Visit the official Valuetainment Store for gear: https://www.valuetainmentstore.com/ Schedule: New episodes every Tuesday and Thursday on a broad array of entrepreneurial topics.
Views: 44565 Valuetainment
The Secret Behind Coca-Cola Marketing Strategy
 
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Coca-Cola is the biggest non-technology company in the world. Origionally only selling 7 servings a day, the company has grown slightly, at an estimated rate of more than 1.9 billion servings a day. Whats the secret behind their success? With only 4 billion dollars being invested into their advertising, it has allowed Coke's advertising team to experiment and released its fare share of interesting campaigns.
Views: 263287 ThoughtCatalyst
5 Ways to Increase the Perceived Value of Your Brand
 
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You have to leverage certain aspects of your brand - such as imagery and copywriting - to be able to increase and convey the perceived value of your brand. Watch to learn five steps of action you can start to take today. Takeaways: 1. Craft an Attractive, Effective Website. 2. Invest in High Quality Photography. 3. Look to Professional Copywriting Services. 4. Carefully Consider Your Brand's Associations. 5. Translate Your Brand's Value with Packaging. For tips and exercises for building a fashion website, check out: Creating Fashion Websites That Sell by Syama Meagher and Nicole Giordano: http://blog.scalingretail.com/product/creating-fashion-websites-that-sell-ebook/ Check out the Scaling Retail website for more marketing advice and other retail business insights: http://www.scalingretail.com/ Follow us here: Instagram: https://instagram.com/scalingretail/ Twitter: https://twitter.com/scalingretail Facebook: https://www.facebook.com/scalingretail LinkedIn: https://www.linkedin.com/company/nyc-retail-consultant
Views: 1330 Scaling Retail
The Founder Movie: The Biggest Lesson About The Value Of The Brand
 
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A short snippet from the great movie, The Founder, © 2016 The Weinstein Company, that illustrates the biggest lesson about the value of the brand. Are you protecting yours? https://trademarkfactory.com
Views: 251766 Trademark Factory
Steve Jobs on The Secrets of Branding
 
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Get the full course at a great discount: http://www.bitesizebschool.com/buildbrandu Sorry about the misspelling of honor @4:55. Unfortunately, there isn't a way to change it without loosing all of the views/comments. Steve Jobs is well known for great design and creating innovative products. But he is also unparalleled as a marketing and branding expert. Even after Apple's near demise and damage to its brand during the 1990's, Steve was able to pull the company from the brink, polish off its brand and build it into one of the strongest ever seen. How did he do it? In 'Steve Jobs On Branding', you'll find out how Steve used such such powerful branding techniques.
Views: 319558 Bitesize Business School
Brand Equity - Marketing Management Video Lecture by Prof. Vijay Prakash Anand
 
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"MARKETING MANAGEMENT MASTERCLASS" Course Link and Discount Code: https://www.udemy.com/marketing-management-masterclass/?couponCode=MARKETINGYT In this video, I have talked about Brand Equity. ................................................................................................ Web: www.marketingbyvijay.com Check out my blog: https://marketingbyvijay.wordpress.com/ Like my Facebook Page: https://www.facebook.com/marketingbyv... Please send your queries, feedback and suggestions on [email protected]
Views: 9668 Marketing by Vijay
How to Prove the Value of Content Marketing (Before You Call It Quits)
 
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Are you under pressure to prove the ROI of content marketing? Or are you stuck trying to figure out is your marketing working? In this entrepreneur vlog, Eric Siu shares his view on long term marketing and how to build a brand through content marketing. —— ►Subscribe to my Channel: http://youtube.com/subscription_center?add_user=gogrowtheverywhere ———— Want to learn the SEO tactics that AirBnB, Lyft, and Heineken use to drive millions of site visits a month? Download the case study now: https://www.singlegrain.com/landing/b... Leave some feedback: • What should I talk about next? Please let me know on Twitter - https://twitter.com/ericosiu or in the comments below. • Enjoyed this episode? Let me know your thoughts in the comments, and please be sure to subscribe. Connect with Eric Siu: • Growth Everywhere Podcast - http://www.growtheverywhere.com/ • Marketing School Podcast - https://www.singlegrain.com/marketing... • Single Grain - Digital Marketing Agency - http://www.singlegrain.com/ • Twitter https://twitter.com/ericosiu -~-~~-~~~-~~-~- Please watch: "The Unconventional Secret to Building the Perfect Team - Noah Kagan on Leveling Up (Episode 1.1)" https://www.youtube.com/watch?v=xpRoXc-ymfE -~-~~-~~~-~~-~-
Views: 199 Growth Everywhere
Marketing Tip 6: Don't underestimate the value of brand awareness
 
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Are you a business owner or a CEO? What value do you attach to your branding? The tendency for most businesses is to focus on the bottom line and wanting to generate immediate sales. The relationship between marketing sales is not always immediate. Marketing is generally about a longer term strategy. In the comments below, post your responses to these three questions: 1. How much value do you place now on your brand? 2. Are you taking all the opportunities in front of you to keep your brand top on mind? 3. Are you placing any real value on the idea of 'brand awareness' and should you? Before you answer, watch the video below and consider this scenario. Pick an appliance at home - it appears to be working fine today. Then tomorrow or next week it just dies. It is not repairable, you need a new one. Do potential brands of replacements come to mind? Why? What have they done to make you think about them now? Always here to help: https://www.commtogether.com.au/ LinkedIn: https://www.linkedin.com/in/adperl/ Facebook: https://www.facebook.com/CommTogether/ Get a free marketing consultation, give us at call at: https://www.commtogether.com.au/contact/
What is the value of a brand?
 
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review.chicagobooth.edu | Brands are estimated to account for about one third of the stock market value of companies in the S&P 500 index. A company's brand is often thought of as a critical part of its business strategy. Ann Mukherjee, formerly of PepsiCo and now with SC Johnson, joins Ann L. McGill and Pradeep K. Chintagunta of Chicago Booth to discuss the value of a brand.
Views: 3930 Chicago Booth Review
बिना खर्चा किये Brand Viral कैसे करें | Must Watch 5 Tips By Dr Vivek Bindra |
 
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In this Video, Dr. Vivek Bindra reveals the secret of Brand Equity, Brand Positioning and its significance. He states the importance of brand significance and brand preference. He poignantly outlines the difference in brand equity of 2 iconic leaders in this country namely, Rahul Randhi and Narendra Modi. He highlights how both leaders have their cult status and how regional branding also plays a pivotal role in elections. He compares the brand positioning of 2 leading soft drink giants in India, namely Coke and Thums Up and points out the difference in their brand positioning. He also clarifies his branding and positioning status in the market. Watch this iconic video in full to know more. To Attend a 4 hour Power Packed “Extreme Motivation & Peak Performance” Seminar of BOUNCE BACK SERIES, Call at +919310144443 or Visit https://bouncebackseries.com/ To attend upcoming LEADERSHIP FUNNEL PROGRAM, Call at +919810544443 or Visit https://vivekbindra.com/upcoming-programs/leadership-funnel-by-vivek-bindra.php Watch the Leadership funnel Program Testimonial Video, here at https://youtu.be/xNUysc5b0uI Follow our Official Facebook Page at https://facebook.com/DailyMotivationByVivekBindra/ and get updates of recent happenings, events, seminars, blog articles and daily motivation.
Introduction to Marketing - The Concept of Value
 
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The purpose of this video lecture is to introduce principles covered in a marketing course. Topics include the concept of customer perceived value, the marketing mix, and satisfying consumer wants and needs.
Branding | Marketing | Positioning | Consumer Behaviour  Part 2 | Dr  Vivek Bindra
 
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In this video Dr Vivek Bindra explains about Consumer Behaviour. He explains in details about how a businessman can improve his sales by understanding the consumer behaviour. He shares different case studies in this video to explain about consumer behaviour. Watch this video till the end to know all the details. To Attend a 4 hour Power Packed “Extreme Motivation & Peak Performance” Seminar of BOUNCE BACK SERIES, Call at +919310144443 or Visit https://bouncebackseries.com/ To attend upcoming LEADERSHIP FUNNEL PROGRAM, Call at +919810544443 or Visit https://vivekbindra.com/upcoming-programs/leadership-funnel-by-vivek-bindra.php Watch the Leadership funnel Program Testimonial Video, here at https://youtu.be/xNUysc5b0uI Follow our Official Facebook Page at https://facebook.com/DailyMotivationByVivekBindra/ and get updates of recent happenings, events, seminars, blog articles and daily motivation.
How to Build Your Brand, Think Bigger and Develop Self Awareness — Gary Vaynerchuk Interview
 
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Gary Vaynerchuk shares tips on How to Build Your Brand, Think Bigger and Develop Self Awareness. Check out the #AskGaryVee book here: https://amzn.to/2CIzVl5 In this interview, #1 New York Times best-selling author Gary Vaynerchuk shares advice building a personal brand, how to think bigger, online video trends, and why self-awareness is important for every influencer. Check out Gary Vaynerchuk's latest book, "#AskGaryVee: One Entrepreneur's Take on Leadership, Social Media, and Self-Awareness" https://amzn.to/2CIzVl5 Check out Gary Vaynerchuk online: https://www.youtube.com/user/GaryVaynerchuk https://twitter.com/garyvee https://www.instagram.com/garyvee/ https://www.snapchat.com/add/garyvee Music Courtesy of Hurley Mower https://soundcloud.com/nedmowermusic https://www.facebook.com/hurleymower Download the free checklist with “19 Tips for Getting More Views and Subscribers on YouTube” at: http://videoinfluencers.net/19tips Benji Travis on Social Media: YouTube- https://www.youtube.com/user/benjimantv Instagram- http://instagram.com/benjimanfood Facebook- https://www.facebook.com/benjimantv Twitter- https://twitter.com/benjimantv https://www.snapchat.com/add/benjimantv Sean Cannell on Social Media: https://www.youtube.com/user/seanTHiNKs https://twitter.com/seancannell https://instagram.com/seancannell https://www.facebook.com/seanTHiNKs https://www.snapchat.com/addseancannell Video Influencers – Helping You Increase Your Influence, Income, and Impact With Online Video http://videoinfluencers.net/ https://www.facebook.com/videoinfluencers https://twitter.com/videoinfluencer VIDEO GEAR, LIGHTING AND LINKS (AND OTHER STUFF) Video Gear Used For This Video: ** Camera - Canon t5i https://amzn.to/2CnX8HW ** Canon - Sony Alpha a7S https://amzn.to/2CpD888 ** Editing Software Adobe Premiere Pro CC http://amzn.to/1SvAfDh DISCLAIMER: This video and description contains affiliate links, which means that if you click on one of the product links, I’ll receive a small commission. This help support the channel and allows us to continue to make videos like this. Thank you for the support! About This Video: In this video Benji Travis from Video Influencers interviews Gary Vaynerchuk at VaynerMedia New York, NY. They talk about How to Build Your Brand, How to Think Bigger, and developing self-awareness as an influencer. Gary also share tips on current online video trends like musical.ly and snapchat as well as tips for building a personal brand in 2016. Gary’s branding advice and tips from his latest book #AskGaryVee will help you build your influence, income, and impact, so check out the Gary Vaynerchuk Interview! #videoinfluencers
Views: 920561 Video Influencers
What is BRAND MANAGEMENT? What does BRAND MANAGEMENT mean? BRAND MANAGEMENT meaning
 
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BROWSE The Internet EASY way with The Audiopedia owned Lightina Browser Android app! INSTALL NOW - https://play.google.com/store/apps/details?id=com.LightinaBrowser_8083351 What is BRAND MANAGEMENT? What does BRAND MANAGEMENT mean? BRAND MANAGEMENT meaning - BRAND MANAGEMENT definition - BRAND MANAGEMENT explanation. Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. In marketing, brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand. A brand manager would oversee all of these things. In 2001, Hislop defined branding as "the process of creating a relationship or a connection between a company's product and emotional perception of the customer for the purpose of generating segregation among competition and building loyalty among customers." In 2004 and 2008, Kapferer and Keller respectively defined it as a fulfillment in customer expectations and consistent customer satisfaction. Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product (see: Brand equity). Based on the aims of the established marketing strategy, brand management enables the price of products to grow and builds loyal customers through positive associations and images or a strong awareness of the brand. Brand management is the process of identifying the core value of a particular brand and reflecting the core value among the targeted customers. In modern terms, brand could be corporate, product, service, or person. Brand management build brand credibility and credible brands only can build brand loyalty, bounce back from circumstantial crisis, and can benefit from price-sensitive customers. Brand orientation refers to "the degree to which the organization values brands and its practices are oriented towards building brand capabilities". It is a deliberate approach to working with brands, both internally and externally. The most important driving force behind this increased interest in strong brands is the accelerating pace of globalization. This has resulted in an ever-tougher competitive situation on many markets. A product's superiority is in itself no longer sufficient to guarantee its success. The fast pace of technological development and the increased speed with which imitations turn up on the market have dramatically shortened product lifecycles. The consequence is that product-related competitive advantages soon risk being transformed into competitive prerequisites. For this reason, increasing numbers of companies are looking for other, more enduring, competitive tools – such as brands. Brand management aims to create an emotional connection between products, companies and their customers and constituents. Brand managers may try to control the brand image. Brand managers create strategies to convert a suspect to prospect, prospect to buyer, buyer to customer, and customer to brand advocates. Even though social media has changed the tactics of marketing brands, its primary goals remain the same; to attract and retain customers. However, companies have now experienced a new challenge with the introduction of social media. This change is finding the right balance between empowering customers to spread the word about the brand through viral platforms, while still controlling the company's own core strategic marketing goals. Word-of-mouth marketing via social media, falls under the category of viral marketing, which broadly describes any strategy that encourages individuals to propagate a message, thus, creating the potential for exponential growth in the message's exposure and influence. Basic forms of this are seen when a customer makes a statement about a product or company or endorses a brand. This marketing technique allows users to spread the word on the brand which creates exposure for the company. Because of this, brands have become interested in exploring or using social media for commercial benefit.
Views: 13724 The Audiopedia
The Value of Marketing
 
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Marketing basics: the term ‘marketing’ actually covers everything from company culture and positioning, through market research, new business/product development, advertising and promotion, PR (public/press relations), and arguably all of the sales and customer service functions as well.
The $$$ Value of Marketing
 
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Brand Consultant Sabra of SBMP sits down with Evelyn Ann, Creator and Social Media Consultant to discuss the value of marketing from a marketers perspective.
Views: 28 Sabra Morman
Documentary- The Story of Content: Rise of the New Marketing
 
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For more info: https://contentmarketinginstitute.com/the-story-of-content-rise-of-the-new-marketing/ Technology has changed the game. Consumers can ignore advertising and marketing at will. To break through the clutter, brands need to tell remarkable stories worth listening to and become the media in the process. The Story of Content: Rise of the New Marketing, a new documentary by the Content Marketing Institute, is the first comprehensive film of its kind for the industry. It explores the evolution of content marketing through the eyes of the world’s biggest leading brands such as Red Bull, Kraft and Marriott; and marketing influencers, including Joe Pulizzi, Ann Handley, Scott Stratten, Jay Baer and more. Featuring case studies from early pioneers to today’s marketing innovators, you’ll learn how content marketing has been–and will continue– to change business and media forever. Download our discussion guide to explore the documentary and its theme more deeply, and help you share the conversation with your executives, your colleagues, your associations and beyond: http://contentmarketinginstitute.com/... FOR TONS MORE advice & education: http://contentmarketinginstitute.com/ SUBSCRIBE TO OUR EMAIL LIST! http://info.contentmarketinginstitute... Register today for #CMWorld: http://www.contentmarketingworld.com/ LET'S CONNECT! Twitter ► https://twitter.com/@cmicontent Google+ ► https://plus.google.com/+Contentmarketinginstitute/posts Facebook ►https://www.facebook.com/ContentMarketingInstitute Linkedin ► https://www.linkedin.com/company/2416452 Slideshare ►http://www.slideshare.net/cmi
Marketing Minute 084: “The Value of the Customer Journey” (Marketing Strategy / Buyer Behavior)
 
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Many marketers think the customer journey starts when the brand makes contact with the customer through some type of advertising or promotional effort. But the customer journey starts long before customers even recognize any desire to investigate your product category as a potential solution to their needs. Various experiences, or situations, or even micro-moments occur during people’s lives that lead them on a path either toward or away from desiring something in your product category, not to mention desiring your particular brand. This same customer journey travels on far past your customers’ final purchase and even past their final use of your product. Their willingness to speak favorably or negatively, or even speak at all, about your brand can be a powerful factor in the success of your marketing efforts for years after the person no longer is a viable customer. Think about parents who used to buy all sorts of “baby” products, but then “grow out” of that stage, potentially never to enter that market again. Yet their opinions of those products and brands can span a lifetime of advice to other new parents who are at the buying points of their customer journeys. The task for marketers? Gain a comprehensive understanding of your customers’ various journeys, and you’ll be much better equipped to satisfy them and truly create customers for life. **Be sure to subscribe to my channel so you don't miss any future episodes of Monday's Marketing Minute, where you’ll learn about: - Marketing Strategy and Tactics - Brand Development - Personal Branding and Professional Branding - Marketing Yourself - Marketing Leadership - Self-Improvement - and whatever relevant and related topics come our way. **Also, connect with me on any of the following: LinkedIn: https://www.linkedin.com/in/anthonymiyazaki Twitter: https://twitter.com/sensiblefolk Instagram: https://www.instagram.com/sensiblefolk/ YouTube: https://www.youtube.com/AnthonyMiyazaki
Views: 23161 Anthony Miyazaki
Does my business look big in this? The huge value of brand marketing.
 
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Does my business look big in this? The huge value of brand marketing.
"Marketing 3.0" - Part 15: The Value of a Strong Brand.
 
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John Follis on "Marketing 3.0" at The 2012 New York Business Expo. For more info visit: http://www.follisinc.com/agency
Views: 93 John Follis
Demonstrating the Value of Marketing
 
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Marketing is under increased pressure to demonstrate its economic value to the firm, yet performance metrics—attitudinal (e.g., brand awareness), behavioral (e.g., brand loyalty), and financial (e.g., sales revenue)—do not correlate highly with each other. Success by one metric can be a waste of resources by another. In this webinar, Dominique Hanssens (University of California, Los Angeles) and Koen Pauwels (Ozyegin University) will discuss the consequences of this ambiguity for firms, and will examine how marketers can employ data analytics to improve marketing decision making at different levels of the organization.
Do you speak business? Lecture #2 The Notions of Value, Brand and Market Communication
 
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This course of Business English is intended for the students majoring in various specialities ranging from linguistics to finance. The lecturer is using a traditional CBI (content-based instruction) method to explain the basic notions and terms used in a normal business communication: value, brand, financial statements, social responsibility of business. Marklen Konurbaev is a Professor of English at Department of English Linguistics at Moscow University. [email protected]
Marketing: Brands and Branding
 
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What is a brand? This video provides an overview of brands and branding, including brand promise, brand identity, brand DNA, and brand strategy.
Views: 24506 Brian K. McCarthy
Five senior marketeers debate the value of content for brands today
 
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Chris Clark, contributing editor at HotTopics.ht and non-executive director at Aviva, chairs a roundtable with fellow marketeers: Bonnie Pelosi, marketing director UK & I, EY; Belinda Rowe, global head of content practice, Publicis Media; Simonetta Rigo, SVP global brand, marketing and customer engagement, Western Union; and Jason Miller, head of content, LinkedIn Sales and Marketing Solutions EMEA, to discuss, analyze and reveal the true value of content for brands today. How can businesses curate and share content to assemble a more engaged audience? What are the pitfalls of (in)authenticity? And how should content plans be positioned within an organization's wider growth strategy?
Views: 1999 Hot Topics
Festival of Marketing - The mechanism through which brands create value
 
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Mike Rocha, Global Director, Brand Valuation, Interbrand, participated in a debate on brand valuation at the Festival of Marketing in London in November 2015. To view the full video, click here: http://www.marketingweek.com/2015/12/08/brand-valuation-brilliant-or-bullshit/.
Views: 261 Interbrand London
MBA, marketing course
 
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MBA, marketing course, whether you're rebuilding your marketing program from the ground up or leading the first campaign of your career, this video tutorial will help you lay the foundation for a successful marketing endeavor. we explain marketing's role business; provides frameworks for analyzing a business, its customers, and its competitors; and shows how to develop a successful marketing strategy and use that strategy to inform everything from pricing to promotion. you'll also learn to address tactical challenges and present the plan to get buy-in throughout a business, from the c-suite to the sales team, as well as use the marketing plan to guide outside agencies and vendors. finally, you'll learn how to launch the campaign and measure its performance. this video tutorial includes: marketing basics, assembling the team, creating the marketing plan, analyzing your products, customers, and market, segmenting customers, creating a value proposition, developing a strategy, setting goals, setting prices, using social media, presenting your plan to leadership, budgeting your plan, and measuring success.
How To Communicate The Value of your Company feat. Eric Brand
 
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How do you communicate the value of your business right? Eric Brand the Director of Corporate Marketing for Our Crowd gives us a simple but invaluable tip on how to do it right. Make sure to Subscribe for more marketing tips content. Connect With Us LinkedIn: https://www.linkedin.com/company/cacao-media/ Facebook:https://www.facebook.com/pg/cacaomediamarketing/ Instagram: https://www.instagram.com/cacaomediamarketing/?hl=en Twitter: https://twitter.com/cacaomediamktg Website: https://www.cacaomedia.co/ Email: [email protected]
How To Build A Brand Online
 
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Join Affiliate Marketing Mastery: http://www.affiliatemarketingmastery.com In this video, Stefan shares with you how to build a brand online. Building a brand is the ultimate competitive advantage in your business; it is what is going to allow you to succeed and prosper, long-term. Jeff Bezos, the founder of Amazon.com once said, “Your brand is what people say about you when you are not in the room”. A lot of business owners focus on building a business, rather than a brand. A study done by Inc. magazine and the National Business Incubator Association (NBIA) revealed that 80 percent of new businesses fail within the first five years. The best way to build a brand online is by creating content. By adding value, it will attract people to your brand. Sure enough, when you launch products, they will buy from you, because they like and trust you. This is how Stefan has been able to create a 7-figure internet marketing brand. ★☆★ VIEW THE BLOG POST: ★☆★ http://projectlifemastery.com/how-to-build-a-brand-online/ ★☆★ SUBSCRIBE TO ME ON YOUTUBE: ★☆★ Subscribe ► http://projectlifemastery.com/youtube ★☆★ FOLLOW ME BELOW: ★☆★ Blog ► http://www.projectlifemastery.com Twitter ► http://www.projectlifemastery.com/twitter Twitter ► http://www.twitter.com/stefanjames23 Facebook ► http://www.projectlifemastery.com/facebook Facebook ► http://www.facebook.com/stefanjames23 Instagram ► http://projectlifemastery.com/instagram Instagram ► http://www.instagram.com/stefanjames23 Snapchat ► http://projectlifemastery.com/snapchat Periscope ► http://projectlifemastery.com/periscope iTunes Podcast ► http://www.projectlifemastery.com/itunes ★☆★ MY PRODUCTS & COURSES: ★☆★ Morning Ritual Mastery ► http://www.morningritualmastery.com Affiliate Marketing Mastery ► http://www.affiliatemarketingmastery.com Kindle Money Mastery ► http://www.kmoneymastery.com 24 Hour Book ► http://www.24hourbook.com Kindle Optimizer ► http://www.koptimizer.com ★☆★ WANT TO BE COACHED BY ME? ★☆★ You can apply for my 1-on-1 and group coaching programs here: http://projectlifemastery.com/coaching ★☆★ RECOMMENDED RESOURCES: ★☆★ http://www.projectlifemastery.com/resources If you found this video valuable, give it a like. If you know someone who needs to see it, share it. Leave a comment below with your thoughts. Add it to a playlist if you want to watch it later.
Views: 32988 Project Life Mastery
GOOD PRODUCT VS GOOD MARKETING | WHATS MORE IMPORTANT | SHOCKING PARADOX OF VALUE
 
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📦 My Product Research/FB Ads System (Course): https://yous.click/sales-page 📷 https://instagram.com/yous https://yous.co Good Products vs Good Marketing. What is More Important. The Paradox of Value. When it comes to Shopify Dropshipping, Amazon FBA, or Business in general it's essential to understand why people even take out their wallet in the first place
Views: 1468 YOUSE
The Type 2 Perspective - The Importance of Intangible Value to Your Business
 
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Jonathan Knowles of Type 2 Consulting explains the concept of intangible value and why it is an important driver for understanding the value of a company. Type 2 Consulting provides C-level advice on how to use branding to increase business performance and value. Our work involves an explicit integration of the marketing and financial perspectives on business — how to create value for customers, and how to capture an appropriate proportion of it. Learn more about the Type 2 here: http://www.type2consulting.com Transcript: Intangible value is an important concept because it demonstrates the relationship between the physical assets that a company owns and the value of that company in the marketplace. Intangible Value is the difference between the enterprise value of a company, that's to say the market value of its equity plus its debt, versus the tangible assets of a company. In aggregate for the economy, only 45% of the value of a company can be explained by the balance sheet. For sectors such as healthcare, information technology, and consumer goods, the intangible value of companies represents 70% of the value. If you really want to understand what is driving the value of a company, you really need to look somewhere other than the balance sheet. Ironically, the accountants have come to our aid because the accountants for a while have been very troubled by the observation that companies are getting taken over at many multiples of their tangible book value. So the question that the accountants asked is, "What are you paying for?" And the answer that they've provided is that there are 5 forms that can be recognized during a merger. The first is what they call knowledge-based assets, which are like patents in IT and in Pharma particular. The second category are contract-based, like landing strips at airports or taxicab medallions here in New York. The third are artistic assets, typically anything that can be subject to copyright like music or a film script. The fourth is customer-based assets, which would be the contents of your CRM system or market research that you've conducted. And the fifth form of asset is what the accounts call marketing-based assets which, in their terminology, trademarks and associated good will. In marketing terminology, "brands."
Marketing Minute 104: “Your Competitive Advantage in Personal Branding” (Marketing Yourself)
 
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When you think of your personal or professional brand, hopefully you already know the value of conducting a personal raw materials assessment. You explore your six raw materials categories and, among other discoveries, you learn what your current and potential strengths are. But when it comes to marketing yourself, you need to think far beyond what you’re good at and start to explore what distinguishes you from the “competition.” You need to determine your core competencies and whether they constitute a sustainable competitive advantage. Core competencies at a personal branding level are the key skills or capacities or knowledge that you have that help you to be competitive in the marketplace. Ideally, these are the favorable factors that make you unique. More importantly, they contribute to your “competitive advantage,” which is what helps you to get a particular job or earn a raise or make a sale or acquire venture capital. But do not focus only on your strengths. You have a number of other attributes that are unique to you and will always distinguish you from others. When considering core competencies from a personal branding perspective, consider how your various unique attributes can be developed to help you gain a sustainable competitive advantage in your particular marketplace. **Be sure to subscribe to my channel so you don't miss any future episodes of Monday's Marketing Minute, where you’ll learn about: - Marketing Strategy and Tactics - Brand Development - Personal Branding and Professional Branding - Marketing Yourself - Marketing Leadership - Self-Improvement - and whatever relevant and related topics come our way. **Also, connect with me on any of the following: LinkedIn: https://www.linkedin.com/in/anthonymiyazaki Twitter: https://twitter.com/sensiblefolk Instagram: https://www.instagram.com/sensiblefolk/ YouTube: https://www.youtube.com/AnthonyMiyazaki
Views: 81177 Anthony Miyazaki
ブランディング: The Value of Corporate Branding
 
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Check out http://www.Corporate-branding.jp Marketing is one of the absolute many misinterpreted principles in company. Many equate corporate branding to advertising, yet both are quite different and closely related during the exact same time. Companies that can separate both of these to build the correct branding approach can surely go a long method, specifically in distinguishing their brands inside the industry. The main function of marketing will be tell customers who to trust and the reason why they must be trusted. It's maybe not simple to determine price branding. On the other hand, marketing and advertising tells clients the best place to approach the brand and how it's trusted. When creating a brand, you may be boosting your brand's faith factor within the industry.
Views: 19 Kevin Wright
Streetwear Apparel Marketing Video - Clothing Brand Marketing Video - Fashion Model Marketing Video
 
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Streetwear Apparel, Fashion and Model Marketing is based on the imagery of the products that are being offered. The best way to give the value of the clothing line is through marketing the touch and feel of the fabric on the model. This is done best through what we like to call a brand film.
Views: 486 Tim Savage
Innovation - Creating New Value (Ten Pillars of Meaningful Marketing)
 
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www.mythologymarketing.com · Marketing strategy · Marketing planning · Marketing return on investment · Marketing workshop · Brand · Relationship marketing · Social media marketing · Value proposition · Growth plan
Views: 232 Mythology L.L.C.
The Value of Co-Branding
 
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Combining the REALTOR® brand with your firm or franchise brand in your advertising and marketing materials can boost your image and increase consumer confidence in your business.
What's the Value of a Facebook Like?
 
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Measuring brand value has always been a challenge for marketers. Every marketer understands social media is an important piece of the marketing pie, but it is difficult to measure it's ROI. Now, using Facebook "likes" every company can compare its brand value to that of its competitors based on a scale that really matters: the love of Facebook fans, adjusted for company size. On this scale, developed by Strategy&, some brands place unexpectedly high (Forever 21, Starbucks, Subway), and others (Amazon, Microsoft, Toyota) are surprisingly low. Watch the video to find out how you can use Facebook to measure brand value, or read the full article on strategy+business What's Your Company's Facebook LPM (Likes per Million)? http://www.strategy-business.com/article/00099?gko=a0746
Views: 2033 PwC's Strategy&
Secret Formula of Sales and Marketing  | Consumer Behaviour  | Dr Vivek Bindra
 
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In this video Dr Vivek Bindra explains about Consumer Behaviour. He explains in details about how a businessman can improve his sales by understanding the consumer behaviour. He shares different case studies in this video to explain about consumer behaviour. Watch this video till the end to know all the details. To Attend a 4 hour Power Packed “Extreme Motivation & Peak Performance” Seminar of BOUNCE BACK SERIES, Call at +919310144443 or Visit https://bouncebackseries.com/ To attend upcoming LEADERSHIP FUNNEL PROGRAM, Call at +919810544443 or Visit https://vivekbindra.com/upcoming-programs/leadership-funnel-by-vivek-bindra.php Watch the Leadership funnel Program Testimonial Video, here at https://youtu.be/xNUysc5b0uI Follow our Official Facebook Page at https://facebook.com/DailyMotivationByVivekBindra/ and get updates of recent happenings, events, seminars, blog articles and daily motivation.
The Marketing Value of Video Curation
 
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We all know video is popular across multiple platforms, but creating videos can be time and budget consuming to say the least. We also know that building your brand reputation can be boosted by curating great content to inform and entertain. So why not put 2 and 2  together and curate great video to support your brand and engage followers? That's what this week's guest thought too. +Porter Gale  is a marketing expert with over 20 years of experience working in branding, social media, advertising & filmmaking, as well as being a start-up advisor to N3twork, Inc., as well as other companies. She is also a best selling author, Your Network is Your Net Worth.
Views: 1794 Janet Fouts
Text Message Marketing Strategies To Generate More Sales - 7 Tips
 
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SMS marketing (aka Text message marketing) is a great way to get instant visibility from your loyal followers and customers. The question is, how do you best take advantage of text message marketing so you are truly adding value and not being annoying? Let’s talk about how to do this. Step 1 - Decide what information you want to text. This is key. Think of your text campaigns as VIP type content for your best and most loyal followers and customers. What do they really want? Is it hot deals, such as with an eCommerce store or Restaurant? Maybe important news/alerts/updates, such as with a dance club’s class schedule changes or snow closure reports? Maybe it’s to help capture online reviews, such as a Roofer after a job, who can later use that opt-in list after it hails to send a message for a free roofing inspection! What kind of VIP deals can you send on slow days or at the end of the month to help you reach your sales goals? Write them down! Step 2 - Once you understand what kind of messages you’d like to send and when, think about how you’ll build your subscriber list. We recommend posting how to join your list everywhere your customers are: in-store signs, on social media, in email blasts, on your website, etc.. Also make sure your team asks your clients to do this! The more that opt-in and the bigger your list, the better results you’ll get! Step 3 - Sign up for an SMS marketing tool build for small business that’s easy to use and has the support you need to do things like build your campaigns, segment your lists into different buckets, and more. There are lots of these tools out there, including Marketing 360®’s easy to use SMS marketing software! https://www.marketing360.com/text-message-marketing-software/ Step 4 - Set up your account, get your short code and opt-in keyword, create your campaigns, and start to build your subscribers lists! Create an automated message that gives new subscribers some form of value instantly, such as an instant coupon or offer! Make sure your messages are 140 characters or less. Use URL shorteners (like https://m360.us ) to link to offers or landing pages with more info. Also dynamically pull in the user’s name if possible to make it more personal. If you use YouTube links in your message, it will actually pull the entire video into your text message directly! Step 5 - Keep track of your subscriber growth, make changes to your opt-in campaigns if needed so you’re seeing good growth. Without a list to text there is no value! So it all starts there. Step 6 - Send your messages at the right time when you feel your users are ready to take action. Remember, text is real time and 97% of subscribers see it within 1-15 minutes. So send the message when you feel they are most ready to take action, such as just before lunch for a restaurant or in the evening shopping time for an eCommerce store. Step 7 - Send ONLY the most valuable content and don’t over do it! If you do this, you’ll see few users opt-out and more list growth. Plus, you build a positive brand experience. Only text what you say you’re going to text. Thanks for watching. If you found this content helpful please take a second and like, share and comment. Also make sure to follow us for more great content just like this down the road. Happy marketing! #textmessagemarketing #smsmarketing #smallbusinessmarketing --- Marketing 360® is the #1 Marketing Platform® for Small Business. It has everything you need from design, to marketing, to CRM. Powered by Madwire® - voted one of the Nation's Best Places to Work by Glassdoor in 2016 & 2017! Follow Us: Marketing 360® Website: https://www.marketing360.com/ Madwire® Website: https://www.madwire.com/ Facebook: https://www.facebook.com/marketing360/ Instagram: https://www.instagram.com/marketing360 Twitter: https://twitter.com/marketing360 Pinterest: https://www.pinterest.com/marketing360/ Snapchat: https://www.snapchat.com/add/fuelyourbrand Youtube: https://www.youtube.com/marketing360 Presented by: JB Kellogg JB Kellogg is the Co-Founder & Co-CEO of Madwire®. Madwire's brands Marketing 360® and Top Rated Local® are popular platforms used to help small businesses grow. Madwire was founded in 2009 and has since grown to nearly 1,000 people and over 100MM in annual revenue. JB & Co-CEO Joe Kellogg were recognized as Glassdoor's Highest Rated CEOs for 3 consecutive years (#1 overall in 2016). JB is passionate about small business marketing, leadership, sales, team culture and more and often shares the tips, tricks and strategies he's learned in life and while growing Madwire. JB Kellogg on LinkedIn: https://www.linkedin.com/in/jb-kellogg-8567a029/
Views: 254 Marketing 360
Perspectives from Barclays' Head of Brand (pt1)  |  Unlock the value of creative
 
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The Chartered Institute of Marketing (CIM) and Canon Europe interview Barney Bailey, Head of Brand at Barclays, as part of a research study 'Unlock the Value of Creative'. Visit our blog at www.unlockthevalueofcreative.com to learn more. Part one: Barney discusses his perspectives on the challenges of 'doing more with less' amd the pros and cons of brand portals.
Views: 336 GlobalBenchmark
How to measure the value of a brand?
 
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The brand has value but do you know effective means to measure the brand value in dollar terms? Knowing how to price your product that you can optimize your ROI is key. Why is it that different brands can charge more than others for essentially the same product. This video explains various ways to measure the value of a brand and talks about a discrete choice conjoint technique as a perfect approach to measuring the value of a brand. Businesses use discrete choice conjoint to identify the premium that you can charge for your brand or how low you have to be priced to compete with stronger brands. A simulator is provided and that allows to alter the different features of the product like color or size.
Views: 9332 TRCresearch

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