The 22 Immutable Laws of Branding

Ries, Al; Ries, Laura

doi:10.4468/2001.1.04ries.ries

Cited by 89 publications

(77 citation statements)

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“…Razmatrajući "22 nepromenljiva zakona brendinga" može se zaključiti da se sam proces brendinga treba desiti u svesti krajnjih potrošača (Ries and Ries, 1998). Brending jeste psihološka kategorija, jer je danas u marketingu pre svega važno da se poznaju ljudske emocionalne želje i potrebe.…”

Section: Uvodunclassified

Efekti Aktivnosti Unapređenja Prodaje Prilikom Ulaska Poznatog Brenda Na Novo Tržište // Effects of Sales Promotion Activities Upon Entering the Famous Brand in a New Market

Milovanović¹,

Perić²

2013

Анали Пословне Економије

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SažetakIstraživanja su pokazala da je uspeh u pozicioniranju brenda na tržištu, posledica konkretnog i ciljnog fokusiranja na određeni proizvod ili uslugu. Proizvod ili usluga moraju biti jasno izdvojeni u svesti krajnjeg kupca, u ovom slučaju nezavisnih autoservisera, podsećajući ih u svakom trenutku na svoje postojanje i tako predstavljajući njihov prvi izbor. U vremenu recesije, veoma je važno sačuvati svakog krajnjeg kupca, a poseban izazov je "osvajanje" novih kupaca, na postojećim, ali i novim tržištima. U ovom radu će biti govora o aktivnostima unapređenja prodaje prilikom ulaska identifikovanog brenda "AM" (Auto Milovanović, d.o.o) na novo tržište. Hipoteze koje će biti dokazane vezane su za značaj edukativno-zabavnih manifestacija, u cilju unapređenja prodaje, zatim za efekte oglašavanja na području nekih delova Republike Srpske, te Bosne i Hercegovine, i prepoznavanje istih na novim tržištima, a vezane su i za spremnost ulaganja nezavisnih autoservisera u novu servisnu opremu, u odnosu na starosnu dob. Hipoteze su dokazivane po razinama spoznaje, dakle prvo generalna, a potom i kolateralne hipoteze. Koristeći plan uzorkovanja, definisana je ciljna populacija, a to su nezavisni autoserviseri, koji deluju na području opštine Doboj (BiH), a ispitanici, njih 66 su kontaktirani upitnikom, koji su sami popunjavali odmah po primitku na završetku oficijelnog dela 48 Rad je bio prezentovan na Međunarodnoj konferenciji o društvenom i tehnološkom razvoju STED 2013STED , održane 26. i 27.09.2013.godine u Banjoj Luci u organizaciji Univerziteta za poslovni inženjering i menadžment Banja Luka.

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Section: Uvodunclassified

Efekti Aktivnosti Unapređenja Prodaje Prilikom Ulaska Poznatog Brenda Na Novo Tržište // Effects of Sales Promotion Activities Upon Entering the Famous Brand in a New Market

Milovanović¹,

Perić²

2013

Анали Пословне Економије

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“…The Internet has proved an unhappy hunting ground for established brands, whereas new brands like Yahoo, Amazon, eBay and America Online have captured the hearts and minds of consumers in their respective markets (Ries and Ries, 2000). The Internet as a communications medium is discussed first.…”

Section: The Corporate Brand Conceptmentioning

confidence: 99%

Corporate Branding in Marketspace

Stuart

Jones

2004

Corp Reputation Rev

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Many existing companies have set up corporate websites in response to competitive pressures and/or the perceived advantages of having a presence in marketspace. However, the effect of this form of communication and/or way of doing business on the corporate brand has yet to be examined in detail. In this article we argue that the translation of corporate brand values from marketplace to marketspace is often problematic, leading to inconsistencies in the way that the brand values are interpreted.Some of issues discussed are: 1) the effect of changed organizational boundaries on the corporate brand, 2) the need to examine whether it is strategically feasible to translate the corporate brand values from marketplace to marketspace, 3) the inherent difficulty in communicating the emotional aspects of the corporate brand in marketspace, and 4) the need to manage the online brand, in terms of its consistency with the offline brand. The conclusion reached is that a necessary part of the process of embracing marketspace as part of a corporate brand strategy is a plan to manage the consistency and continuity of the corporate brand when applied to the Internet. In cases where this is not achievable, a separate corporate brand or a brand extension is a preferable alternative.

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“…It is better to create a category to be first in, than compete head-on. 11 This is part of a brand strategy marketer's standard repertoire of approaches: change the game so we can play in a new space. The names of successful first-in-category products can become the category's household name, eg Xerox, Kleenex, Velcro, Band-Aid.…”

Section: The Market Picturementioning

confidence: 99%

Enhancing insight discovery by balancing the focus of analytics between strategic and tactical levels

Cooper

2006

J Database Mark Cust Strategy Manag

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Tim Cooperhas a Masters degree in data analysis and has analysis experience from more than half a dozen industries in as many countries. His three years as an international communication manager at Novo Nordisk based in Denmark, gave him great experience with strategy and communications. This complements his extensive analysis experience with companies like Avis, Vodafone, VNU, CMT (now Claritas), the data-driven agency DBT (primarily working with Cyanamid across Europe), eBay and, now at Merck Sharp & Dohme Australia.Abstract An insight at a strategic level can change an industry, but most marketers/analysts are more micro-focused; insights at a tactical level are more typical and incremental advantages over competitors are the norm. Since the only real source of competitive advantage is learning faster than competitors and then implementing the learnings, deciding where to focus is crucial. The dominantly micro approach considerably limits how companies view the benefits of data and, thus, how it is used -in turn limiting how companies invest in data. When developing and supporting corporate strategy, many organisations do not realise the full potential of customer databases, nor are they integrated with other sources, such as market research or competitor intelligence.In this paper, 'insight' and 'strategy' are defined and the importance of balancing the analysis effort appropriately between tactical and strategic levels demonstrated. Key themes outlined for insight generation also include data source integration, open and constant dialogue between analysts and senior management plus some approaches and barriers to insight generation.

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The 22 Immutable Laws of Branding

Cited by 89 publications

References 0 publications

Efekti Aktivnosti Unapređenja Prodaje Prilikom Ulaska Poznatog Brenda Na Novo Tržište // Effects of Sales Promotion Activities Upon Entering the Famous Brand in a New Market

Efekti Aktivnosti Unapređenja Prodaje Prilikom Ulaska Poznatog Brenda Na Novo Tržište // Effects of Sales Promotion Activities Upon Entering the Famous Brand in a New Market

Corporate Branding in Marketspace

Enhancing insight discovery by balancing the focus of analytics between strategic and tactical levels

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