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Brand positioning definition

parašė , 2011-12-10 17:56

What is brand positioning? It can be described as identifying a market niche for a brand, product or service utilizing traditional brand marketing placement strategies. In marketing, brand positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization.

Re-positioning is described as changing the identity of a product, relative to the identity of competing products, for variuos purposes in the collective minds of the target market.

De-positioning can be described as attempting to change the identity of competing products, relative to the identity of your own product, in the collective minds of the target market.

The original work on brand positioning was consumer marketing oriented, and was not as much focused on the question relative to competitive products as much as it was focused on trying to somehow distinguish itself from other similar products and making way to the mind of the recipient.

The growth of high-tech marketing may have had much to do with the shift in definition towards competitive brand positioning. An important component of hi-tech marketing in the age of the internet is positioning in major search engines, which can be accomplished through Search Engine Optimization , also known as SEO. This is an especially important component when attempting to improve competitive positioning among a younger demographic, which tends to be web oriented in their shopping and purchasing habits as a result of being highly connected and involved in social media in general.

One should agree, that brand positioning is something that happens directly in the minds of the target market, nowhere else. And this process can be both explainable and paradoxical. It is the aggregate perception the market has of a particular company, product or service in relation to their perceptions of the competitors in the same category. It will happen whether or not a company’s management is proactive, reactive or passive about the on-going process of evolving a position. But a company can positively influence the perceptions through enlightened strategic actions.

Adapted from wikipedia

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Brand equity purpose

parašė , 2011-12-08 17:55

The purpose of brand equity metrics is to measure the value of a brand which is overall important part of brand management. A brand encompasses the name, logo, visual communication, and perceptions that identify a product, service, or provider in the minds of customers. It takes shape in advertising, packaging, and other marketing communications, and becomes a focus of the relationship with consumers. In time, a brand comes to embody a promise about the goods it identifies—a promise about quality, performance, or other dimensions of value, which can influence consumers’ choices among competing products. When consumers have brand trust and find it relevant, they may select the offerings associated with that brand over those of competitors, even at a premium price. When a brand’s promise extends beyond a particular product, its owner may leverage it to enter new markets. For all these reasons, a brand can hold tremendous value, known as brand equity.

There are many ways to measure a brand. Some measurements approaches are at the firm level (firm level approaches measure the brand as a financial asset), some at the product level (to compare the price of a no-name or private label product to an “equivalent” branded product), and still others are at the consumer level (to map the mind of the consumer to find out what associations with the brand the consumer has). All of these calculations are, at best, approximations. A more complete understanding of the brand can occur if multiple measures are used.

Adapted from wikipedia.

Brand equity definition

parašė , 2011-12-07 17:52

How to define brand equity?

Brief brand equity definition: it is a term for the marketing effects and outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name.

Brand equity definition explained: brand equity plays a big role in marketing: a well-known brand name is that, the company can sometimes charge premium prices from the consumer. And, at the root of these marketing effects is consumers’ knowledge. In other words, consumers’ knowledge about a brand makes manufacturers and advertisers respond differently or adopt appropriately adept measures for the marketing of the brand. Brands are one of the most valuable assets a company has. 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, visual communication, brand language associations made by consumers, consumers’ perceptions of quality and other relevant brand values.

Brand equity is strategically crucial, but famously difficult to quantify. Many experts have developed tools to analyze this asset, but there is no universally accepted way to measure it. In a survey of nearly 200 senior marketing managers, only 26 percent responded that they found the “brand equity” metric very useful.

Adapted from wikipedia.

Paskolos ir kreditai – ar yra koks skirtumas?

parašė , 2011-12-07 12:28

Greitos paskolos yra paskolos, kurios yra pasiekiamos žmonėms, kai jie nori gauti pinigus per labai trumpą laiką. Jūs galite gauti šias paskolas greitai, bet jie vis dar turi tuos pačius terminus kaip ir sąlygos (pvz. kreditas be užstato) kaip kiti paskolos tipai. Kreipdamasis dėl šitų paskolų jūs galite ieškoti vietinio skolintojo savo telefonų knygos geltonuosiuose puslapiuose. 

Jei jūs domitės greičiausiu būdu, kaip gauti greitas kreditas, ieškokite internete! Dauguma atvejų jūs surasite daug skolintojų, kurie yra pasiekiami, kad patenkintų jūsų norus. Jie gali turėti įvairias palūkanų normas, bet jie gali išlaikyti šitas normas žemą todėl, kad jie sugeba turėti žemesnes verslo kainas. 

Kai tinkle jūs galite norėti svarstyti daug galimų skolintojų. Turėkite galvoje, kad dauguma skolintojų turės skirtingus terminus ir sąlygas, kurias jie taiko, kai jūs prašote paskolą nuo jų. Paskolos yra labai patogios kažkam, kas turi nedaug prieigos prie paskolos gavimo, kai jiems reikia to per tam tikrą laiką.

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Jim morrison’s kilimas ir nesėkmės kaip Amerikos dainininkas

parašė , 2011-12-07 11:15

Per 1960-uosius, Pietų Kalifornijos bendruomenė buvo pavergta rokenrolo grupės, vadinančios kaip Durys, kas sukombinavo bliuzo uolos, sunkiojo roko ir rūgščios uolos susimaišymą. Nepaisant jų klestėjimo, grupė gavo daug kritikos prie žiniasklaidos dėl Jim Morrison dažnai keisto elgesio ir ant ir nuo stadijos. Tačiau, nepaisant Morrison elgesio, grupė sugebėjo paliudyti pasaulinį pilates pasisekimą, išleisdama devynis vinilo įrašus per jų aštuonerių metų egzistavimą. Net po Morrison tragiškos mirties 1971, grupė sugebėjo gyventi pagal, bet grupės pasisekimas buvo trumpalaikis todėl, kad Morrison buvo toks svarbus narys į grupės pasisekimą.
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