Stratégies de marques
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publié le 18/08/2008
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Résumé
You can build a business without a factory, without offices, without staff, but you can not build a business without clients. The corollary is that clients are the only reason you are in business in the first place. And marketing is about finding and keeping people to buy and consume your products and services, and to come back regularly for more.
Marketing is all about people:
- Customers, clients, consumers, purchasers, users…
- Identifying and satisfying their wants, desires, passions
- So they want more and become regular, loyal users
And brands are the paradigm of marketing.
The brand is the catalyst for creating loyalty and added value; consumers are protected by the brand’s consistent, answerable and accountable quality and responsibility.
Brands are a storehouse of trust.
- The consumer trusts the brands to which he is loyal.
- The brand name locks the marketer into loyalty to this trust.
Mutual loyalty is built:
- Consumer loyalty to the brand
- And the loyalty of the brand (the marketer) to the consumer
Commitment and attachment are created between consumer and brand.
Reputational Risk:
The biggest risk a company faces is the loss of its good name.
For example, AON, an insurance company recently surveyed 2000 companies, reputational risk was seen as their “single biggest business hazard”.
Brand images have to be nurtured. They are infinitely vulnerable to consumer tastes and attitudes which can be turned off at the slightest hint of scandal, corruption, “creative” accounting, quality problems, product recalls, unscrupulous overseas suppliers…
Marketing is all about people:
- Customers, clients, consumers, purchasers, users…
- Identifying and satisfying their wants, desires, passions
- So they want more and become regular, loyal users
And brands are the paradigm of marketing.
The brand is the catalyst for creating loyalty and added value; consumers are protected by the brand’s consistent, answerable and accountable quality and responsibility.
Brands are a storehouse of trust.
- The consumer trusts the brands to which he is loyal.
- The brand name locks the marketer into loyalty to this trust.
Mutual loyalty is built:
- Consumer loyalty to the brand
- And the loyalty of the brand (the marketer) to the consumer
Commitment and attachment are created between consumer and brand.
Reputational Risk:
The biggest risk a company faces is the loss of its good name.
For example, AON, an insurance company recently surveyed 2000 companies, reputational risk was seen as their “single biggest business hazard”.
Brand images have to be nurtured. They are infinitely vulnerable to consumer tastes and attitudes which can be turned off at the slightest hint of scandal, corruption, “creative” accounting, quality problems, product recalls, unscrupulous overseas suppliers…
Sommaire
- Country of origin
- Corporate identity
- Packaging
- The design manuel
- Brand name styles
- Brands become generic terms
- Misguided brands
- Brand name criteria
- Brand strategies and structures
- Monolithic
- Endorsement
- Multi-branding
- Cultural differences and some avoidable errors
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