From there, brand equity and brand capital are studied in terms of concepts, characteristics and perspectives of analysis. Once stipulated, the main models of brand equity and brand capital proposed in the literature are detailed, deciphering the elements most commonly accepted in subsequent research and in the business field.
Finally, these key elements are described, analyzing their characteristics, measurement indicators and strategic implications for the company. Chapters 6 and 7 form the second block, which provides a clear view of the concept and importance of the discipline of branding, as well as the need to understand how the human brain and heart work together with the soul of brands. From there, the importance of creating a brand culture in the organization is explained, emphasizing the commitment to the firm as a flag and developing an appropriate organizational structure to carry out the process of managing brands.
Next, the importance of strategic management is examined, defining a proposal for a branding plan. Finally, we analyse the new trends developed in terms of brand, highlighting the importance of digital integration, the empowerment of human capital and the creation of virtual communities associated with it.
Branding Strategies is a beginner's guide to the fundamentals of marketing. You will learn the components of branding and marketing to help develop your business or organization. Included are exercises that will help to create your brand identity, identify your target market and develop a marketing strategy. For anyone who wants to learn the fundamentals of branding in an approachable way without poring over dense text or hiring an expensive consultant, Star Brands presents a unique model that offers structured guidance and professional tips for building, managing, and marketing any brand.
Unconscious Branding by Douglas Van Praet is a book that helps business owners understand the unconscious decisions consumers make. Praet helps business owners recognize the strategies that will help readers identify their customers.
This book discusses the best techniques for branding. Praet uses successful examples to drive home his point, and helps readers better understand the message he is trying to explain.
Branding can be seen on posters, in commercials, and on social media. By discovering what draws consumers in unconsciously, business owners can target specific people and get more sales. Platform: The Art and Science of Personal Branding by Cynthia Johnson is a book that guides business owners through the modern world of branding. This handbook helps readers find their voice in the branding community.
Readers will learn to be an influencer with easy to follow steps. Johnson uses her personal experience to help readers blow up their brand, and make well-known brands. The brands can be personal brands, business brands, and more. Johnson analyzes the approaches of popular influencers such as GirlBoss and AskGaryVee to teach readers how they can succeed in the same way.
Readers will learn how to achieve social proof, personal proof, association and recognition. This book is tech-savvy and great for creating influence through social media. There are many businesses that have done great things, particularly with their branding. Rethinking Prestige Branding by Wolfgang Schaefer analyzes some of the most popular brands, and explains why they achieved success.
It is simply a book that is interesting to learn about. No one really knows what happens with big businesses and their brands. With this book, readers will learn everything they want to know and more. In this book, Airey delves into all elements of branding. He explains the history of branding, what it is, and why it is important. With this book, readers will learn how to assess the best practices for branding, how to research those strategies, create ideas, develop touchpoints, create study guides, and make the most of your designs.
There are many projects in this group that serve as examples for readers. By seeing visuals of examples, readers can get an idea of what brands look like, and which ones they most identify with. Hartwell helps readers with their brand strategies. In addition to this, this book can be paired with online materials.
A lot of the information in this book can be reviewed on archtypesinbranding. The best part of this book, however, is that it comes with archetype cards that help readers learn the new information, and practice it.
Branding is the perfect way to promote a company or product. Branding: In Five and a Half Steps by Michael Johson is an easy to follow book that explains what branding is, and how to do it. In this book, Johnson analyzes modern day brands and breaks them down to their basics. This book is easy to read, and great for beginner branders. The chapters are well-organized and straight-forward. It also includes some beautiful illustrations that contribute to the advice and tips that Johnson gives.
The book has concrete steps and information for creating a brand. Although anyone can learn new information from this book, it is particularly aimed at graphic designers and brand consultants. The knowledge they obtain from this book will help them thrive in their careers. Aaker is both a theorist and a professor. The information in this book comes from lengthy research and personal experience. This book is essentially a roadmap to branding, and doing it the right way. Instead of telling readers what to do, Aaker maps out the top priorities for branding.
Gen — X - Generation X the generation born from the early s to mid s Gen — Y - Generation Y the generation born in the s and s House of Brands — Architecture focuses on multiple sub-brands. Luxury Brand — Premium and high fashion brands. Multi-channel — Interact on various platforms. Omni-channel — Cross channel business model to increase customer experience. Segmentation market segmentation marketing strategy dividing a broad target market Sustainability —create a system that can be supported indefinitely without impact on the environment and social responsibility.
USP - unique selling point a factor that differentiates your product from its competitors. Many in order to become more profitable and satisfy their stakeholders a common misconception mistaking market share for emotional share Morrison, et al , others to grow more sustainably Aaker, DA.
Keller, KL. It is recognised through academic studies that there is a clear relationship between customer satisfaction and financial success Fornell et al Therefore, many of the presentations were formed around how those retailers can maximise their relationship between brand experience, the product and the customer experience, growing existing business and providing a successful relationship for the brand and customer in the future Fornell, Many high street brands endeavour to provide a key customer experience through a brand experience strategy.
Cos as a standalone brand has over stores globally including London, Paris, Tokyo, Hong Kong and New York and a formative on-line presence with 19 on-line markets. Their brand ethos echoes the future of modern customers and retailers, valuing transparency, sustainability, openness and simplicity.
Each sub-brand operates independently and obtain separate market share and profits. Figure 1. Across the globe they find extraordinary buildings where they can maintain the traditional elements and details whilst opening up the spaces through modern architecture and design to create gallery-like spaces which act as backdrop to their collections creating the ultimate customer experience in-store Brakus et al Heavily influenced by architecture, art and music and literature, Cos regularly collaborate and curate with art venues such as The Serpentine Gallery and the Guggenheim Museum, they create playlists on Sound Cloud and engage in art, music and literature events creating a sense of community Muniz et al Collections are designed to bridge the gap between luxury and high street fashion, and stories are created every 18 months.
Cos are striving to be the antithesis of trend driven, consumer driven fast fashion. But more significantly the areas in which this report alludes are changes in consumer behaviour and how the brand is managed consistently across all routes to market.
Brand Issue This report looks to outline how Cos can successfully build on their customer equity Brakus et al. This relies on Cos implementing a successful integration of their brand across a number of channels customer omniscience maximising customer data through integrated information technology systems as outlined in the introduction.
Cos aims to provide high levels of brand experience from their modern, functional stores, to the attention to detail with customer service. The Cos Customer The Cos Brand The customer is central to everything we The collections reflect our core values of do timeless, modern, tactile and functional We want our customers to enjoy a high design. Sustainability is an integral part of our Common values inspire contentment, culture.
Our shared values are openness, simplicity, constant improvement, belief in people and cost consciousness. However, Cos puts the emphasis of their brand DNA Shaw, , and the importance of the brand and customer experience as their focus.
The statements sum up the brands ideology of wanting to promote loyalty, a lasting customer experience and an emotional brand connection, similar to the model of emotional and consumer behaviour Brakus, et al.
There has been a noticeable change in fashion retail in relation to consumer behaviour and expectations across pre purchase, purchase and post purchase touch points Figure 3. Services and functions that support the shopping experience including logistics and order fulfilment must be channel agnostic, and deliver a seamless purchasing and delivery experience.
In order to reflect the market changes in the fashion retail sector and use appropriate methods to identify positive and negative impacts on Cos the latter part of this section sums up the issues with a Pestel analysis to analyse and monitor the macro- environmental factors that have had an impact on Cos and previously been discussed in the brand outline, market environment and brand issues.
Of the hi-lighted threats the main two areas in the Pestel Analysis are technology and social. The Pestel reflects the key technological issues which Cos have an opportunity to address through the implementation of digital online and offline business models.
Cos will also need to invest in new ways of distributing fashion and engaging with their customers. Cos has an excellent vertical manufacturing operation but distribution and delivery could be addressed in the future. Looking at the Pestel, Cos is socially weak on integration between social media and e-store.
The report endeavours to investigate the current interactions between brand and customer and the opportunities to build brand personality, brand community, brand trust and brand attachment to maximise the potential of branding and customer experience in order to drive the success and growth of the brand in the future Keller, Kapferer has written widely about the importance of building communications between the identity of a brand and its customer, by identifying the key facets in order to build a relationship on constructive theory and not on a hollow identity Kapferer p.
Menswear, Childrenswear, Lifestyle Salience Figure 2. Cos as a brand is known for providing stylish and affordable fashion for work and key items for the wardrobe which include womenswear, menswear and childrenswear.
These are all knowns for the brand Cos and provide the product offer for which the brand is most known and generates customer salience and a brand physique which is robust and clear. Keller, p. Defined by silhouette and architecture Cos aims itself at an older core customer from the creative industries. Brands are often guilty of neglecting this facet of their brand identity and Cos could do more to promote its sustainability culture in order to enhance an emotional connection with its customers.
Cos already design their collections in-house at the brands head office in London and work on an eighteen-month cycle with deliveries into store on a weekly rather than daily basis. The Cos customer is excited by new stock in-store and on-line, and would connect with more unique and collectable pieces.
And particularly in relation to providing a positive customer experience for consumers when shopping for their brand across multichannels in fashion retail. The following table illustrates the Cos Customer Journey which has a direct influence on customer experience.
Some of the key issues outlined in the report stem from the lack of communication across channels for Cos and include opportunities to develop online business models to compliment the bricks and mortar stores, looking at new ways of distributing fashion and engaging with the customer, and communicating with the customer using enhanced social media networking and e-store connectivity. The Cos customer is aware of the aspirational personality of the brand and they view Cos as a clean, minimal, stylish brand which contributes to their own personality and overall lifestyle.
Cos provides affordable luxury at high street prices and the customer can rely on their intrinsic quality and detail and is prepared to invest in key pieces which the customer can add to their wardrobe and enhance their perception of performance Keller, p.
In order to illustrate the key areas for improvement a SWOT provides a synopsis of the areas previously discussed in this section with particular focus on the brand issue of providing a positive customer experience for consumers when shopping for their brand across multichannels and is discussed in greater detail in relation to Part III and evaluating a range of strategic options for the Cos Brand.
This includes opportunities for Cos to develop online business models to compliment the bricks and mortar stores, looking at new ways of distributing fashion and engaging with the customer, and communicating with the customer using enhanced social media networking and e- store connectivity.
Innovation opportunities. Planned investment and growth. Implement Omni-channel management systems to provide innovative customer experience and to optimise stock and operational efficiencies. Delivery options not flexible. Stores not currently used as distribution centres. Figure 2. Now that consumers can have contact with a brand everywhere from mobile sites to social media, the broadcasting model no longer cuts it. In order to deal with an infinitely more complex customer journey, brands need to shift from messaging to brand experience.
In this section the report explores alternative strategies looking at the relationship between brand experience and customer experience, the strengths and weaknesses within the Cos brand previously explored through the PESTEL and SWOT analysis and referencing justification for an approach to resolve the key issues going forward. Assess needs and segment customers Map the Measure journey for and customer develop segments Structure Identify the the desired customer experience touchpoints Design the brand experience Figure 3.
We recommend this book to everyone involved in marketing and branding. It is not the most recent book from this author, however, we believe it is the best in terms of explaining all the branding concepts that are sometimes complicated to understand, as he also uses real-life examples. This new edition of Strategic Brand Management is another classic book and go-to reference in the field of branding.
The book refreshes the different concepts related to brand management and explains how they can be applied in your business. Kevin Lane Keller is also a very famous international expert in the field of branding and brand management. Vanitha Swaminathan is a professor who has published in various academic management and marketing journals and has extensive experience in the field of marketing and branding. We recommend this book to entrepreneurs or brand managers wondering how they can make their products and services more meaningful to consumers while still turning a profit.
This book provides a lot of concrete tips and ideas for creating powerful brand names. The author sums up everything you need to know to come up with powerful brand names through very simple, actionable ideas.
This is a great book for people who wish to understand better the concept of brand positioning , and for those trying to stand out from the crowd. It is a classic on product positioning, a term that gets used a lot in the field of marketing but not always easy to understand. Although quite old, the book still provides an excellent framework for creating branding strategies. Donald Miller will teach you how to communicate your brand with perfect clarity.
In particular, the book stresses the importance of clarifying your message so that people can understand you and hear you — but also the importance of portraying the customer as the hero of the story.
This book is a great introduction to brand identity design for both business owners and marketers and delivers comprehensive best practices and design processes.
This is a great resource for graphic designers and brand visual identity experts! The book is full of insights for people who want to understand the process of logo design or for those who want to deepen their knowledge further.
The content is quick to read and easy to process.
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