Brandsandu
Bio
Brandsandu Is A Complete 360 ° Branding & Digital Marketing Company In Delhi & Ncr Providing A Complete Solution From Branding To Social Media, From Public Relations To Media Buying To Interactive Solutions.
Stories (124/0)
Conceptualizing, measuring, and managing customer-based brand equity in the context of food businesses
An attempt to define the relationship between customers and brands produced the term “brand equity” in the marketing literature (Wood, 2000). Over the past twenty years, a lot of research was conducted that addressed the various facets of brand equity. It is generally accepted as a critical success factor to differentiate various companies from their competitors in the market. Brands with high levels of equity are associated with outstanding performance including sustained price premiums, inelastic price sensitivity, high market shares, and successful expansion into new businesses, competitive cost structures, and high profitability all contributing to companies’ competitive advantage (Keller and Lehmann 2003; Vazquez et al. 2002 ). For firms, growing brand equity is a key objective to be achieved by gaining more favorable associations and feelings of target consumers (Falkenberg 1996). There have been two motives in general behind studying brand equity. One is the financial-based motive for accounting purposes or the merger, acquisition, or divestiture purposes. And the second reason for studying brand equity arises from a strategy-based motivation to improve marketing productivity. Taking into account higher costs, greater competition, and flattening demands in many markets firms are wanting to increase the efficiency of their marketing expenses.
By Brandsandu3 years ago in 01
Strategic Brand Management To Achieve Profitability And Competitive Advantage
Strong brands generate interest, appeal to new customers, and improve a business’s general advertising strategy. Building and defending a powerful manufacturer are the key elements that determine how much profit your business can realize. For the higher area of a decade, the approach has been a business organization buzzword. Top executives replicate strategic ambitions and missions. Trivial planning has lost its glamor and the planner have all turned into strategists. Brand positioning strategies seek to create a unique identity and position for its products, services and ensure that both product and organization create value beyond that of their competitors. (Ind, 1997). Instead of behaving like massive unwieldy bureaucracies, they have been nimbly leap-frogging smaller competitors with technical or market innovations, in a proper entrepreneurial fashion. Successful corporations consider branding an investment, and they understand their brand is a treasured asset. These brands ooze success, proving market visibility and awesome reputations to build customer loyalty. Researches indicate that formal strategic planning does indeed evolve along similar lines in different companies, albeit at varying progression rates. Comparative advantage can lead countries to specialize in exporting primary goods and raw materials that trap countries in low-wage economies due to terms of trade.
By Brandsandu3 years ago in 01
To Evaluate The Impact Of Nostalgia Marketing Towards Brand Management And Advertising Engagement
As a popular saying goes, "Nostalgia is a beautiful lie, dressed up in sepia". These feelings of nostalgia, which are present in all individuals be it of any age, can influence their relationships with other people, objects, and services. For the marketing researchers, this concept of the effect of Nostalgia on Customer Loyalty is very relevant for shaping the structures of the consumers' preferences and has been shifted since the 1990s. Some researchers link nostalgia with an irreversible memory, comfort in life periods, especially during times of interruption or loss, such as the end of a relationship (Hunt & Johns, 2013; Muehling, 2013). Extensive researches have established the effects of nostalgic brand positioning on brand equity, but studies have only examined individual nostalgic brand relationship dimensions separately. Recent nostalgia marketing trends in developed markets have tried to take advantage of current economic and political crises and consumers’ propensity to view the past as a happier and less complicated time (Kessous et al. 2015; Muehling and Sprott 2004). Research shows that nostalgia gives our lives a sense of continuity and meaning as we get older and older. Nostalgia inspires consumers to spend their money because it promises an immediate return in the form of happy memories and comfort. It's not important that only age-old companies would only be able to exercise the benefits of nostalgia marketing. With a bit of proper planning and research, if you can convincingly execute the retro concept, that the consumers can connect, then anyone wins over the customers' hearts with this strategy.
By Brandsandu3 years ago in 01
Relating Instagram and Brand Management in the case of Fast Food Business.
Social media has certainly proven beneficial over the last two decades. For businesses, social media has created a way to send a brand’s messaging to the right people at the right time. The super fast digitalization of media and communication technologies globally has fundamentally changed the way of advertising. Companies have now started to use social media as a marketing tool from its very beginning. These social media platforms have proved to have greater potential to influence young people, given their unique peer-to-peer transmission and youths’ susceptibility to social pressures. Brands are using social media platforms such as Instagram for marketing their products to a growing number of consumers, not only at a national level but also globally using a high frequency of targeted and curated posts that manipulate consumer emotions rather than presenting information about their products. The American fast food industry is garnering more than $198.9B a year, and by the end of 2020, its yearly revenue is expected to grow to $223.9B.
By Brandsandu3 years ago in 01
Impact of personality on brand selection and satisfaction
In the records of improvement loyalty, brand personality has been a factor as a key element in brand theory; it has become extra substantial for companies. Recently, researchers have shown an expanded pastime in the impact of brand personality on company satisfaction and loyalty. Loyalty lies at the core of marketing knowledge. Brand loyalty is nevertheless a very ongoing research subject. Tepeci (1999) stated the importance of manufacturer loyalty. He argued that company loyalty would be a greater worthwhile strategy rather than other advertising and marketing activities, such as price cuts or promotional programs. In contemporary consumer societies, people purchase products not only for what they can do (physical attributes and functional benefits) but also for what they symbolize, and the symbolic qualities of products are often the primary reasons for consumers’ purchase (Maehle, Otnes, & Supphellen, 2011).
By Brandsandu3 years ago in Journal
Managing The Process Of Customer Brand Engagement By Utilizing Innovative Ideas
Are you aware of your most treasured asset?? The Engaged customers According to some research, companies with the strongest omnichannel customer engagement strategies tend to retain an average of 89% of their customers as compared to the rest 33% of companies having a weak strategy for the same. Thus having a sturdy focus on engaging with customers and delivering consistent customer experience across all the touchpoints should be the main objective your business should aim to achieve. With the advancement of technology and change in lifestyle digital customer engagement has become a vital part of your business strategy that contributes to the success (or failure) of the overall brand experience. If the experience is good, customers are likely to become loyal customers and repeat purchases thus creating a loyal customer base. A completely customer-centric organization comes from a solid customer engagement strategy. Getting there means giving customers value that goes past a simple transactional relationship. Competition has moved past price. A first-rate customer service approach is what sets your enterprise apart. Loyal consumers are the best advocates. Customer loyalty and engagement are intimately and beautifully intertwined. Loyal clients purchase more compared to others or new consumers. They act as mouthpieces for your brand. Word of mouth publicity even gives you the collateral to show user-generated content material on your internet site and social media, proving the charge of your brand. In brief, engagement is a way of measuring customer sentiment to predict future loyalty. Effective customer engagement strategies primarily consist of advocacy and involvement. So, to be able to meet the demanding customer expectations, having a sound customer engagement strategy is essential.
By Brandsandu3 years ago in Journal
Role of brand identity development and the role of marketing communications
Recently academics outlined the importance of manufacturer relationships and brand experiences as constructing blocks of manufacturer identities. New marketing communication tools, which allow interactions and purchaser engagement, are among the most essential tools mentioned for strengthening company relationships and enhancing company experiences by way of academics. Therefore the paper analyses the perception of company identity constructing blocks through brand professionals and their usage of new marketing communication tools. Twelve in-depth interviews have been conducted
By Brandsandu3 years ago in Journal
The most successful brands don’t focus on buyers!
''Focus on building the best possible business. If you are great, people will notice and, opportunities will appear.'' Starting a business? What makes a brand successful in the digital age? Have you ever given it a thought?
By Brandsandu3 years ago in Journal