DIU Activities > Ranking
Ranking The Brands
shibli:
Experts say only one communication tool such as public relation cannot make your comapny's promotion effective. Your company's success depends on how well you are able to provide core benefits to the customers and how well you are conducting integrated marketing. Integrated marketing strategies take advantage of a combination of all communication tools without focusing on only one tool. The common marketing communication practices of advertising and PR are becoming increasingly vague, traditional and ineffective as more companies use a combination of approaches--or integrated marketing--to get their messages across to their target audiences.
Emeritus Prof. Don Schultz, integrated marketing guru
Today's information technology has given consumers control. All this is growing significantly...Interent WiFi access, mobile phones, iPods/smart phones, podcasts, social networks, cable/satellite. Marketers are still just trying to break into these consumer networks and not paying enough attention to the customers, which are the only ones with money!
So to build relevant promotional marketing campaigns we must start with the consumer. The study done by Prf. Don had critical measures to help understand how consumers use and consume media today and the impact it has on them.
RESULTS -
How Much Time Consumers Spend With Each Media Form
Avg Minutes per Day
Email 131.3
TV 129.6
Internet 127.5
Radio 93.5
Direct 56.3
Newspaper 44.8
IM 40.8 instant messaging
Satellite 22.0
Web Radio 14.4
Blog 11.7
Social Media 200.5
Media Combinations Are What Create Media Synergy
However, Word of mouth still has the strongest influence. Prof. Don argued that promotional marketing is still what drives the marketplace and influences purchase the most, no matter the category.
shibli:
In a competitive market, improving your services can be the key to survival. A company's reputation is only as good as the service it provides. If you take lots of promotion strategy focusing only on PR, then you might not get the expected return. For a service company, service should be given the top priority...
shibli:
A successful leader never focuses on only one aspect where he can go for many possible business solutions. He should always think for several options and should have several strategies in mind. Only networking or bringing local or foreign guests cannot help to create brand image for an organization, rather giving core benefits to the customers, doing CSR, nurturing good products and keeping all members of the team motivated so that they can work like captain PLANET are also vital components for establishing brand. The common practices of advertising and PR are becoming increasingly old, vague, traditional and ineffective as more companies use a combination of several approaches. In a competitive market, improving your services can be the key to survival for a service company.
shibli:
What is a brand?
A brand is a promise, an idea and expectations that stay in each person’s mind about a company. A brand defines an organization on emotional and intellectual levels. It provides insight into the principles, the Mission and programs of the organization. It is who we are and everything we do.
A brand is not just what we say it is; it is what everyone says it is. It is the feelings and concepts that live in the minds of the public regarding an organization.
By taking public opinion, we can influence how the world perceives us through our brand.
Why is branding important?
Standing Out
Today, we are competing in a world full of global brands. The average person views thousands of promotional messages, logos and advertisements every day. Without a clear, consistent identity, a company's message becomes lost in the large amounts of information we receive.
Differentiate from the competition
A brand shows what makes a company distinct and unique among the public and others. What makes a company different from other organizations? While any business model can be replicated easily, a distinctive identity cannot be replicated.
Consistency
A brand provides deeper, more consistent meaning and a common understanding of the company. A clear brand allows everyone to understand who they are as an organization.
Expectations
An expectation is created based upon the perceptions of the organization in the community and an individual’s interactions with the organization.
Awareness
A brand helps an organization create and manage its reputation. Creating a positive image in the minds of the public builds social/cultural authority.
Grow the number of members and sponsors
A brand helps communicate an organization’s value more efficiently and effectively. When the public has a clear, positive image of a company and understands its value and uniqueness, they are more likely to be interested in participating and offering support. People are more likely to want to be associated with an organization that has a strong, consistent, positive image.
Marketing Communications
The brand also reflects the mood and tone you want to capture in any piece of communication – advertising, newsletters, brochures, signs, websites, logo, public relation, forum, blog, email, etc. Every point of contact that an individual has with a company should reflect the same tone and message. The brand helps us embody the characteristics and concepts of the organization within all communications and actions.
Adapted from JCI
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