Brand Management Assessment 3 Part 3

Article Chosen: “Brand Identity: Making The Transition From Old To New”

http://www.brandquarterly.com/brand-identity-making-transition-old-new

Summary

The article of “Brand Identity: Making The Transition From Old To New” is about creating a new brand identity for a company and mentions the transitional methods that could be implemented in order to successfully maintain the new brand. As mentioned by Vesey, A. (2016, May 09), One method is “The Big Reveal” where the brand is carefully planned and then instantly revealed to the public, the second method “The Timeline” suggests that the brand is publicized from the beginning and maintain over a certain period of time. The final method is “The Evolution” is basically allowing the brand to evolve on its own, without any guidelines to push it forward.

Critical Analysis

In order to achieve brand success when it’s time for a company to rebrand, they have to choose between transitional methods for them to succeed and back it up with why they have chosen it.

 

If “The Big Reveal” is chosen, there will be an easier progression from one brand identity to another by strategically planning the brand and launching it for the public when it is ready. This is the best method, according to TOKY. (2017, January 25).

 

For “The timeline”, Appendix 1 shows the cycle of the timeline transitional process. As the brand identity development progresses further down the line, the company slowly begins to integrate the plan. As stated by Fresh Consulting. (n.d.), this method allows the company to focus on the understanding of the brand consumers and consumer education. Also, it allows the company to change their brand identity before it is launched in case the consumers do not prefer the new identity, therefore it will not only benefit the company but also appeal to the consumers.

 

The final transitional method “The Evolution”, is unpredictable and illogical as it grants the company permission to launch the new brand identity without planning or strategizing. This is the perfect method for marketers who are agile and wish to achieve success quickly, however this method has caused a myriad of problems since the plan is put in motion without proper branding guidelines.

Impact Analysis

How does this affect branding and marketing?

As reported by Lake, L. (2016, December 17), branding is a necessity in marketing and the consumers are its infrastructure that support the brand. Basically, the main factor that affects the brand is the consumers.

 

A strong brand evaluation not only provides loyal consumers but also loyal employees as it gives credence to their sense of belonging to the brand. If the new brand identity fails, then consumers would disapprove the new brand and employees might not be motivated to work for the company.

 

Another point of information, as mentioned by Handlin, A. (2016, October 26), is that if the new brand identity does not impress the consumers, then their buying behavior and purchasing decisions will affect the company’s brand. So, if a consumer does not like the new brand identity, then they will not feel compelled to purchase and the company will lose sales. If the consumers do like the new brand identity, then this creates brand loyalty and will encourage them to purchase.

 

References

Appendices

Appendix 1

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Personal Brand Video

I have created a video…and in this video, I talk about my personal brand and it mentions my strengths as a marketer with potential, while aiming to achieve goals and objectives in the marketing industry.

Here’s the link to the video: https://www.youtube.com/watch?v=XFLVbhAxjks&t=25s

The purpose of the video is for businesses and companies to understand me as an individual as well as view my career objectives and show them what my personality is like.

Thank you and enjoy the video!

Labor Day- How it started and the meaning behind it

Happy Labor Day everyone!
Here’s an article that talks about the history and the meaning behind Labor Day.
Originally started in New York City in 1882, and it’s held on the first Monday of September in North America, however most countries celebrate it on the 1st of May.

http://time.com/3222093/labor-day-school-white-history-monday-september/

The article states that Labor Day started in New York City in 1882 as a parade to celebrate a worker’s day off. It soon became an annual thing where people took this day off from work but it was not officially declared a national holiday until a decade later in 1896 by president Grover Cleveland with Oregon being the first state to declare it a holiday in 1887.

This soon spread out internationally and people around the world celebrated Labor Day (some of which labeled it “May Day” since internationally it’s held on the first of May). However, There is a slight difference between Labor Day and May Day, in which Labor Day stands for the dignity and pride of a worker in his work whereas May Day stands for the worker’s demand in less work and more pay, but the aim and results are mutual.

 

Social Media – A marketing student’s journey

As an individual who has never used social media, it felt weird to start posting on the platforms. However, as time went on, it became easier to post and just felt natural. Focusing on an important segment of the internet (social media) allowed me as a marketer to develop my digital skills as well as my communication skills, as I learn to engage and interact on social media platforms.

I have learned that social media is not just about posting on platforms but also a representation of an individual or a company as a brand and how people view them. The skills I have learned from the social media marketing course are to come up with the right posts, develop storyboards for videos and managing the digital content on social media using tools like Hoot-suite.

The best thing about being a social media marketing student is that it a never-ending cycle of learning. Since the world is becoming digitalized and the internet always has something new like trends and memes, it gives the social media marketer the opportunity to learn something new about the world and adapt to these social trends. Furthermore, another point to consider is the endless job opportunities for social media marketers since there always will be constant development in the industry.

Some recommendations for people who want to take social media marketing is to focus from the very beginning as one mistake in social media can affect your brand and post relevant materials related to you as a brand. Another recommendation would be to manage your posts and platforms efficiently using marketing tools like Hoot-suite.

Overall, my experience with social media marketing has led me to believe that it is a very important course for marketers as part of their advanced digital knowledge learning and aids in future job opportunities because social media is the current digital advancement in today’s society.

References:

 

Brand Management Assessment 3 Part 2

Summary

The article of “Know thy changing consumer” by Mark Uncles talks about the certain consumers in the market who are very savvy when it comes to the products and brands. It states that all consumers eventually change their habits and preferences. The article also mentions in detail about the competency in the savvy consumer as well as the impact the changing consumer has on brand management. Furthermore, it explains that not all consumers are savvy, some of them do not wish to change or at least not quickly change; same goes to brand management in terms of being able to maintain these certain groups of non-savvy consumers.

Critical Analysis

The brands nowadays wish to find stability but still need to adapt to the changing consumer perceptions. Technology is one the factors that affect consumer behavior and their perceptions towards brands. With many brands and companies entering the digital market creating seamless communication with the brands through online shopping, according to Claveria, K. (2017, February 03). Even the non-tech savvy consumers are affected by the technological advances, such as those who visit hospitals or clinics and the doctors who perform tests or surgery on them use the latest technology.

Competition is another factor that affects consumer perceptions. With many brands being available to the consumer, it is difficult for them to decide on a particular brand if they not part of one already (brand loyalty). As OECD. (2010) has mentioned, non-brand loyal consumers tend to change their brand for others for many reasons such as cost-saving, availability of the product or service and the lack of communication in the consumer-brand relationship.

Based on these facts, a personal opinion on the subject would be that consumers require constant change, not because of the fact that they are not loyal to the brand, but because the market itself is changing quite often and consumers wish to keep up with the times. With the technology advancing and more competition increasing in the market, there are a variety of options for consumers to choose from and this creates a gap between the brand and the consumers, giving less hope for brands to reach their consumers. And to further prove that brands need to frequently change is mentioned in the article by Uncles, M. (2008, February 15), where high school children do not focus on Disney anymore but are into online interactive games such as Runescape and World of Warcraft.

Impact Analysis

For the brand management to react to consumer change is very important as it will create an impact on the brand itself. As mentioned previously, many brands are entering the digital market in order to retain their savvy consumers and those that don’t will lose their place in the market as well as their consumers. The assumption is that brands should understand the consumer’s need and adjust accordingly, and this is proven with facts provided by Smith, W. (2016, November 21). Overall, It is important for brands to “know thy consumer” in order to maintain their consumers and achieve brand success.

References

Brand Management Assessment 3 Part 1

Summary

The article ‘Brand Equity: Why Social Media is your Best Asset.’ basically talks about how certain assets or liabilities are connected to the brand and how it is represented as brand equity or rather brand value. Using celebrity Michael Jordan as an example to boost Nike’s brand equity due to his huge success in his basketball career despite him retiring from it. The article also mentions how social media affects brand equity as well as the effect of ‘word of mouth’ on a brand. Furthermore, it discusses how some conversations between the consumer and the brand affect the brand equity.

 

Critical Analysis

The company with brand is the one to benefit from brand equity as it increases sales and reduces marketing costs by making the brand well known in the market as mentioned by DePersio, G. (2015, May 04). In order to create a positive change to the brand equity of a company, there must be a proper positive conversation between the consumer and the brand and this relationship must be maintained for the company to receive a positive brand equity. The place where brand equity is mostly needed is in the social media platforms where it is considered as the new form of having conversations as stated by Evans, S., Manchipp, S., Kent, C., Domenz, B., D., & Etzkorn, I. (2017, March 13). Social media has a very large impact on a brand and its equity, be it positive or negative. The company will know they have succeeded, in terms of increase in brand equity, when the consumers easily recognize the brand through their logo, symbol or slogan just like Nike as mentioned in the article, where people recognize the swoosh logo and their slogan “Just Do It”.

The reason there is a need for brand equity and its connection to social media is because, according to the article, social media affects the brand-consumer relationships and the brand’s social status helps develop the brand value through these conversations.

The idea of social media/conversations and brand equity not only helps the company in terms of brand reputation but also helps the consumers by allowing them to trust the brand and make them feel a sense of joy or accomplishment through the brand and that, in turn, provides consumer loyalty to the company as well as create a powerful ‘word of mouth’ statement from the consumers.

 

Impact Analysis

Certain aspects of the critical analysis above have shown good marketing strategies that could be used.

One point is about social media, where the company would focus on developing the conversation between them and the consumers, for example they would reply to comments and post more about the brand and products.

The second point is understanding the power of ‘word of mouth’, where the company satisfies the consumer and in return they spread the word about the brand to many people. This method is much more successful as it is hard for consumers to ignore as it is spread around quite often, according to the article.

 

 

 

References

Evans, S., Manchipp, S., Kent, C., Domenz, B., D., & Etzkorn, I. (2017, March 13). Brands Should Embrace Conversation. Retrieved March 14, 2017, from http://www.brandingmagazine.com/2017/02/03/brands-should-embrace-conversation/