Jul 13, 2011

Trends in “Building a Brand”

These are the new trends and efforts in the next branding years as: Value is the key and brand reasons to buy that may be continuously replaced according to customers’ demands and as such have no authentic trouble whether it belongs to high or low end brand positioning. Every brand product or service extension is actually increasingly a surrogate for value. But the companies branding strategies must make goods and service valuable which should be communicate to the potential and target customers.
Some marketers seek that brand differentiation is in fact brand value. The unique meaning of a brand will increase in importance as generic features continue to infect the brand landscape. Awareness as a meaningful market force has long been obsolete, and differentiation will be critical for success; meaning on sales and profitability. Brand values can be established as a brand identity but they must believably exist in the mind of the consumer. A brand can’t just say it stands for something and make it so. The consumer will decide, making it more important than ever for a brand to have measures of genuineness that will aid in brand differentiation and consumer engagement.
In today’s’ business environment consumers’ expectations are growing at the rapid speed. And brands are barely keeping up with consumer expectations now. Every day consumers adopt and overwhelm with the latest technologies and innovations. Smart marketers will identify and capitalize on their unmet expectations. Those brands that understand where the strongest expectations exist will be the brands that survive and prosper. As the buying spaces are becoming even more online-driven, international and uncontrolled by brands and corporations the front-end awareness will become less important. A brand with the right street creed can go viral in days, with awareness following, not leading, the conversation. Currently for customers conversation and community is all. If consumers trust the community, they will extend trust to the brand. Not just word of mouth, but the right word of mouth within the community. This means the coming of a new era of customer care.
Social Networking and exchange of information outside of the brand space will increase. Look for more websites using Facebook Connect to share information with the friends from those sites. More companies will become members of LinkedIn. Twitter users will spend more money on the Internet than those who don’t tweet. Marketers will come to accept that there are four engagement methods including Platform; TV and online, Context; Program and webpage, Message; Ad and Communication, and Experience; Store and Event. But there is only one objective for the future that is brand Engagement.

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