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Branding - American Marketing Association Branding What is a Brand? A brand is any distinctive feature like a name, term, design, or symbol that identifies goods or services What is Brand Marketing? Brand marketing is the approach used by companies to promote and establish a brand in a market by creating a unique identity, values, and perceptions that differentiate it from competitors Brand marketing aims to connect emotionally with
The Four Steps of Effective Brand Research Quantitative and qualitative research are crucial tools for building a brand strategy Discover the four steps to effective research that finds insightful
How Your Brand Strategy Drives Business Growth A consistent brand helps increase the overall value of your company by reinforcing your position in the marketplace, attracting better quality customers with higher retention rates and raising the perceived value of your products or services
Brand Strategy 101 - American Marketing Association Brand Strategy 101 Learn how brand commitment, brand voice, design and implementation create the impactful brand strategy you need Beginner | 1 Hour | 18 Modules $79 for non-members | $49 for members
The Power of a Brand Name: Why It Matters An analysis of what makes some brand names more effective than others Shakespeare’s Juliet, who should know better than most that names can have life-or-death consequences, nevertheless poses her famous question in Act 2, Scene 2 of Romeo and Juliet: “What’s in a name?” What is a name worth? Can a name add to or diminish the value of the person or thing it identifies? The 16th-century
The Marketers Guide to Modernizing a Legacy Brand What if your company’s age-old logo and brand identity don’t reflect the breadth of products your company actually produces today? And most importantly, how can you as a brand marketer refresh and modernize a historic brand without losing the consumer love and brand equity that’s taken so many decades to nurture?
How social listening is the key to cultural relevance to your brand. How can it help my brand be culturally relevant? Social listening has many uses for different teams, but it excels in four ways for marketers who are looking for cultural relevance Understanding your audience This is incredibly important to marketers, and social listening can help you do that in real time and with real data
The Best Advertisements of All Time: Top 19 Iconic Campaigns Across Media The brand sponsored Felix Baumgartner’s record-breaking freefall from the stratosphere, which was streamed live to millions worldwide The feat showcased Red Bull’s association with extreme sports and cemented its reputation as a brand that pushes boundaries
Creating a Culture of Brand Love - American Marketing Association Brand love is a marketing strategy that looks to adopt brand-loyal customers and turn them into advocates or influencers for your brand In an effort to achieve this culture, brands must foster customer satisfaction, customer value and relationship marketing Let’s take a look at the three elements needed to successfully create a culture of brand love Customer Satisfaction Customer