Marketing Strategy: Enhancing Brand Equity by Developing a Brand Community

When you’re in the way in establishing your brand identity, you have to make sure that you have cohesive branding guideline.

A news release will be sent to all major media channels, including TV and radio, to talk about the media event, to play recordings of the CEO speech. There will be special body care products (one-man product, one-woman product, because we don’t know exactly who will get our message) with every news release that is sent to media, so journalists will feel better about the brand and more willing to add our information to their platforms.

After reading these two articles Consumers and Their Brands: Developing Relationship Theory in Consumer Research by SUSAN FOURNIER and Conceptualizing, Measuring, and Managing Customer-Based Brand Equity written by KEVIN LANE KELLER. The main idea of these two articles is exploring the relationship between consumer and brands. And this do interests us and we learn a lot. .

During the first six months most of the action program is geared towards attraction of new customers and making the salon widely known. Although the salon has been around for fourteen years there has not been a significant amount of increased revenue. The problem with this is not being able to adequately present themselves to the community. This brand awareness by residents and non-residents of Hoboken will come mainly through what Is Studio 12’s advertising strength: word of mouth.

Although their branding message was changing slightly during the time, they kept core values and traditions untouched. Comfort, uniqueness, quality and emotional impact – these were always the main associations with the brand. However, other features were being emphasized as time was going by.

Social media has changed the fashion industry – but has its impact been positive? There are different opinions and debates online wether social media has changed fashion for better or for worse. With the evolution of technology, the ways of communication and work as completely changed. The development of social media has changed the way the society works, by bringing people closer. From the last few years, social media has become a marketing tool, not only has it created a new way of marketing, but social media Marketing has created an opportunity for brands to have a conversation with their consumers and build relationships, to gain peoples perspectives and opinions. From blogs, post’s, to social shopping, a range of different of opinions is stated through social media. In this era, fashion bloggers, consumers, have a massive role in the industry, where they are the voice of the industry where the companies listens to them. The brands rely on fashion bloggers, where their feedback on

As the next step in the brand building process, the marketing team has taken this will powerful Brand Idea and built-out two key creative territories. Each territory is represented by a few key creative “adcepts” designed to bring that creative area to life.

Among the company’s strategic goals are to keep its position as the leading producer of high-end beauty products and to ensure “the profitable growth over the long-term” (2017 Annual Report). Their key competitive advantage is the ability to influence consumers’ preferences. As explained by the company’s President and CEO Fabrizio Freda,

“A brand is a bundle of values and attributes that define the value you deliver to people through the entire customer experience, and the unique way of doing business that forms the basis of your company’s relationships.” Denise Yohn’s book, What Great Brands Do, provides a framework of seven branding principles that propose to set companies apart from the competition through what Yohn refers to as a ‘brand as business’ approach in which companies fully integrate brand throughout day to day operations and decision making. As Yohn explains, “brand is not what you say you are – it’s what you do.” A minority of businesses, roughly one-third in a recent survey, consider brand values when making decisions. These seven branding principles: great brands start inside, great brands avoid selling products, great brands ignore trends, great brands don’t chase customers, great brands sweat the small stuff, great brands commit and stay committed and great brands never have to give back, will be discussed in relation to Seaside Plumbing Inc.’s current and potential branding strategy.

In modern society, brands play an increasing vital role in marketing. With the fury market competition and the increasing homogeneity of products , brands act as a powerful strategic weapon to win in the market competition. At the same time, brand equity, as one of the

by a common affiliation to brands. On the other hand consumer tribes are like the

Preliminary Brand Audit EA Engineering, Science & Technology, Inc. PBC Prepared for MKT 654 – Strategic Brand Management and Integrated Marketing Communications Professor: Jim Wills University of Hawaiʻi at Mānoa Shidler School of Business Prepared by Group #4: Crystal Souza, Phil Potter, Amy Shiroma & Tanya Tarampi June 2015   TABLE OF CONTENTS Page LIST OF FIGURES iii LIST OF TABLES iii 1.

From this past 10 years, many brands have chosen to open up and share what they are but also their values.

This paper assesses the three different strands that are recommended for the firm to develop the brand image as a fashion brand in the minds of consumer. The recommended strategies are social media, fashion shows and editorial placement, which will help the brand to create the awareness globally.

"WE, at Brandstatter – Malta enjoy challenging ourselves to excel at satisfying customers through a commitment to quality – profitably."