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Semelhante a 037 Santosh Baral Building brand and marketing.pptx
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037 Santosh Baral Building brand and marketing.pptx
- 1. Branding: Past, Present, and Future MGMKT 631 Building Brand and market Presented by: Santosh Baral Submitted to: Dr. Sajeeb Kumar Shrestha
- 2. Introductio n • Branding is the process of giving a meaning to specific organization, company, products or services by creating and shaping a brand in consumers' minds. • Objective: To provide a comprehensive understanding of branding and its significance in the world of commerce.
- 3. • The earliest forms of branding date back to ancient civilizations, where marks were used to distinguish ownership of livestock and other assets. • The concept of brand identity and brand management emerged in the industrial revolution, as mass production made it necessary for companies to differentiate their products from those of competitors. • Over the years, branding has evolved to encompass not only products, but also services, experiences, and even people. A Look into the History of Branding
- 4. The Evolution of Branding • Branding as a means of creating emotional connections with consumers • Emergence of branding as an important component of marketing strategies • Examples of successful branding efforts
- 6. The Present State of Branding • The importance of branding in today's marketplace • Examples of successful branding efforts in the modern era • The role of social media in branding
- 7. The Future of Branding • The importance of adapting to changes in technology and consumer behavior • The need to create a strong emotional connection with target audience • Predictions for the future of branding
- 8. Branding Challenges • increasing competition in the marketplace • Changing consumer preferences and behavior • Maintaining a consistent brand identity • Technology • Globalization • Target audience • Brand switching • Competition • Quality • communication
- 9. Brand Identity • Brand identity refers to the visual and tangible elements that make up a brand's image, including its logo, color palette, typography, and other design elements. • A strong brand identity can help companies create a distinctive and recognizable image, and build a sense of trust and loyalty among consumers.
- 10. Conclusion
Notas do Editor
- According to a study by Forbes, strong branding can increase revenue by up to 23%. The image or graphic used here should be relevant to branding and capture the audience's attention. Branding before the 1970s Branding in the 1970s and 1980s Branding in the 1970s and 1980s Country-of-Origin (COO), Corporate Social Responsibility (CSR), and subcultures of consumptions Evolution of branding theories: Causal relationships among the theories Managerial implications and further research
- Branding is a practice that dates back to ancient times, where it was used to differentiate products and signify ownership. Early examples of branding include the use of symbols and logos, which signified the quality or ownership of products. Over time, branding evolved from a means of product differentiation to a way of creating emotional connections with consumers.
- In the 20th century, branding became more sophisticated, with companies using advertising and other marketing techniques to build brand awareness and loyalty. For example, in the 1950s, television advertising became a popular way for brands to reach a wider audience. In recent years, branding has evolved further, with a focus on creating personalized experiences for consumers through data-driven marketing and the use of technology. One study found that personalized marketing can increase brand loyalty by 44% and improve customer retention by 39%
- The evolution of branding theories has been difficult to understand due to the lack of understanding of the cause and effect and causal connections among the theories. Here Figure presents an evolutionary map of all the causal connections among 15 branding concepts, named the 15 milestones of branding. Brand equity and brand personality are interconnected, and brand loyalty has a causal connection to brand loyalty. Brand identity is a concept coined in the early 1990s and has seven causal connections to other concepts: personality, positioning, brand equity, COO, brand activities, and CSR. CSR has become a key concept in branding, and companies can earn money by changing their identity in the minds of customers to a brand that encompasses CSR.
- A strong brand can differentiate a company from its competitors, create loyalty among customers, and increase the perceived value of its products or services. According to a study by Forbes, companies with strong brands outperform those with weak brands by 20%. In addition, branding can help companies attract top talent and create a positive corporate culture. A study by LinkedIn found that companies with strong employer brands receive 50% more qualified applicants.
- CSR will be central role in the future. all companies will be forced to design their own CSR strategy, and the concept of brand identity will play a central role in the future of branding. The future of branding is more personal, data-driven, dynamic, and interactive. The future of branding is likely to be shaped by technological advances, such as artificial intelligence and virtual reality, which will allow companies to create even more personalized experiences for consumers. According to a study by Accenture, 91% of consumers are more likely to shop with brands that recognize, remember, and provide relevant offers and recommendations. Sustainability and corporate social responsibility are also likely to play a greater role in branding, as consumers increasingly expect companies to take a stand on important social and environmental issues. A study by Cone Communications found that 87% of consumers will purchase a product because a company advocated for an issue they cared about.
- Standing out from competitors: With so many products and services available, it can be difficult for companies to differentiate themselves and establish a unique brand identity. Maintaining consistency: Consistency is key to successful branding, but it can be challenging to maintain consistency across all marketing channels and customer touchpoints. Adapting to changing trends: Consumer preferences and trends are constantly evolving, and companies must be able to adapt their branding strategies to stay relevant and engaging. Balancing short-term and long-term goals: While it's important to see results from branding efforts in the short term, successful branding requires a long-term focus and investment.
- The Brand Identity Hexagon is a framework that can be used to develop and communicate a brand's identity. The hexagon is divided into six sections, each of which represents a different aspect of the brand:
- Branding has come a long way since its origins as a means of differentiating products. Today, branding is a crucial part of a company's success, with strong brands commanding greater customer loyalty and financial performance. Looking to the future, branding will continue to evolve and adapt to new technologies, consumer trends, and social and environmental issues. Companies that are able to stay ahead of these trends will be best positioned for success.