Service brands are characterized by the need to maintain a consistently high level of service delivery. This category includes the following:. Organization brands are companies and other entities that deliver products and services.
Mercedes and the U. Senate each possess strong organization brands, and each has associated qualities that make up their brand. Organizations can also be linked closely with the brand of an individual.
For example, the U. A person can be considered a brand. It can be comprised of one individual, as in the cases of Oprah Winfrey or Mick Jagger. Or it may be composed of a few individuals, where the branding is associated with different personalities. With the advent of the Internet and social media, the phenomenon of personal branding offers tools and techniques for virtually anyone to create a brand around themselves.
Group branding happens when there is a small group of branded entities that have overlapping, interconnected brand equity. For example, the OWN group brand of the Oprah Winfrey Network and the brand of its known members Oprah and her team are strongly connected.
Similarly, the Rolling Stones represents a group brand that is strongly associated with the personal brands of its members most enduringly, Mick Jagger, Keith Richards, Ronnie Wood, and Charlie Watts. Events can become brands when they strive to deliver a consistent experience that attracts consumer loyalty. You want to create this same message of consistency: "when you use my product or service, you will get exactly what you want every time.
Brands that are successful create a gap between themselves and their competitors in the minds of the consumers. Generally speaking, companies in the same industry offer products that are For example, how many people would notice if you tore the label off a pair of Levi's and sewed on a Calvin Klein label?
In differentiating your brand, you will have to work against other brands in your field. You need to find that small difference between your service or product and that of your competitors. After you have discovered it, hype it up every way you can in your marketing campaigns. If consumers are given two identical choices as far as price and quality, they will go to the one that is closest at that time.
By differentiating your brand, you will encourage them to seek you out instead of your competition. Innovative ideas and unique messages always enhance the status of a brand. From , Apple computers underwent a significant upsurge in sales. There are many reasons for this, but an important one is that they had changed their brand to embody creativity. Apple ran ads that associated their computers with people on the cutting edge.
When people first saw the Super Bowl commercial of blindfolded businessmen marching off cliffs, or the ads with images of the Dalai Lama and Einstein, it was clear that Apple was for innovators and Microsoft Windows was for lemmings. This message has been pounded into consumers' minds over the following decades with multiple campaigns enforcing the same theme. You want people to connect to your products or services on an emotional level. If customers can tie using your product or service back to a positive time in their lives, you have a much better chance of building brand loyalty.
It doesn't necessarily have to be a direct connection. Tampax ran a series of ads showing events in history like Woodstock with the simple message "Tampax was there. Who could possibly watch that without having positive memories? It doesn't always have to be a positive connection either, just an emotional one. Insurance companies do this by showing the aftermath of disasters like floods and fires and then showing their agents walking about consoling people.
The voiceover says something like, "we will always be there for you. The simple truth is that your brand will endure far longer if you can get away from the purely rational side of people's brains and find your way into the emotional side. Try to enhance the emotional appeal of your brand with every marketing campaign you undertake.
As you establish and grow your brand, you will have to watch it carefully. You don't want to have your competitors infringe upon or take over essential elements of your brand. Here's how to prevent it. All the promotional materials for your business should have the same look, feel, and message. If you have materials that don't match, for example, a wordy green poster and a sparsely written blue pamphlet, you are sending a mixed signal on several levels that will confuse customers.
Make sure there is a sameness to the style of all the material, and that it matches your business as well. If you have employees, they too become part of the message. If you are running a healthy food chain, you are going to want employees who have a lifestyle that exudes good health.
If you run an accounting firm, you are likely going to want employees that exude a sense of responsibility. You have to keep this in mind while you are hiring as well as when you are setting up the office environment.
Ask yourself what kind of office—from benefit policies to working conditions—will attract and keep the employees you want. A simple formula to follow when building a brand is:.
Test out new ways to market and brand your product or service 2. Review what went right and what can be improved 3. Enhance the image you already have 4. Strategies of maintaining the value of brands are discussed in another article in this volume.
See Brand Equity. By legal definition, a brand is a trademark, also called a service mark when the brand is associated with a service. Trademarks may be protected by virtue of their original use. Most U. Department of Commerce. Federal trademark registration helps to secure protection related to exclusive use, although additional measures may be necessary to achieve complete exclusivity. The Lanham Act of established U. They are protected for 20 years from the date of registration.
Various international agreements protect trademarks from abuse in foreign countries. Trademarks have suffered from infringement and counterfeiting since their inception. The U. In FY , U. In any case very substantial sums are involved in seizures alone. Data on total goods reaching the market are not collected. Gray goods do substantial damage to owners of actual brands by depriving them of the extra profits earned by years of high-level performance—and also by damaging the brand reputations if the counterfeited goods are of slip shod quality.
Press Release, 21 August Retrieved on 10 January Department of Homeland Security. Customs Bureau. Volkert, Lora. Top Stories. Top Videos.
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