Latest Stories
Most recently published stories in 01.
Why Laravel Is The Most Effective PHP Framework To Use In 2021?
When you’ve made up your mind to develop a web app or website for your project, choosing the best option can throw you off the ground for a while. It’s not an easy thing to do because there are many options available in the market right now. Plus, which framework would suit your requirements perfectly is another thing to grab on. So, many confusions and questions need to be answered before you land on something.
By Jayanti Kataria5 years ago in 01
B2B branding strategies in the developing markets
B2B brand strategy is undoubtedly the most critical tool in laying a proper foundation for sales and marketing initiatives— especially for industries who compete in crowded places and sell a raw material or primary agricultural product that can be bought and sold. But despite having such gravity, brand strategy is a concept that's widely misunderstood and implemented pretty rarely. B2B brand strategy basically is a long-term plan that combines who you are as a company, what your brand stands in the market, what are your future endeavors and most importantly how you are going to get there. All these things together stand for B2B marketing strategy in a nutshell. Interest in developing markets such as China, India, Brazil, and Russia has increased very rapidly over the past decade, which means that market research and intelligence agencies are now exploring a wider variety of landscapes than they did before. A brand nowadays has grown to be much more than just a logo. It begins with the consistency with which it can present its products to the consumers that ultimately becomes the identity of the company. On this branding ladder, the main hurdle is to move beyond the graphic symbol and metaphors to get to the more difficult cultural uniformity that customers and potential consumers recognize and value.
By Brandsandu5 years ago in 01
Impact of brand management on the business performance
Building on the notion that consumers usually employ marketing mix variables as an extrinsic brand quality nod, a stream of literature on the effects of marketing mix variables on brand equity has found that marketing mix variables can have very different, sometimes even opposite, effects on brand equity (Yoo, Donthu, and Lee, 2000; Buil, de Chernatony, and Martinez, 2013). Based on a “grounded-in-practice” approach to BMS, a comprehensive formative BMS scale is developed and its validity is assessed. To be able to survive in this highly competitive environment, both manufacturers, as well as retailers, have continuously employed marketing mix elements in extreme ways. Prior research has demonstrated not only that marketing mix variables significantly contribute to brand sales, but also that the contribution varies across product categories (Fader and Lodish, 1990; Narasimhan, Neslin, and Sen, 1996). Different researches conducted across the world to try and identify category-level moderators have been very fruitful. Taking an example, advertising expenditures and distribution channel expansion are positive brand quality cues and thus encourage the growth of brand equity, while frequent price promotion is a negative brand quality cue and thus undermines brand equity.
By Brandsandu5 years ago in 01
Conceptualizing, measuring, and managing customer-based brand equity in the context of food businesses
An attempt to define the relationship between customers and brands produced the term “brand equity” in the marketing literature (Wood, 2000). Over the past twenty years, a lot of research was conducted that addressed the various facets of brand equity. It is generally accepted as a critical success factor to differentiate various companies from their competitors in the market. Brands with high levels of equity are associated with outstanding performance including sustained price premiums, inelastic price sensitivity, high market shares, and successful expansion into new businesses, competitive cost structures, and high profitability all contributing to companies’ competitive advantage (Keller and Lehmann 2003; Vazquez et al. 2002 ). For firms, growing brand equity is a key objective to be achieved by gaining more favorable associations and feelings of target consumers (Falkenberg 1996). There have been two motives in general behind studying brand equity. One is the financial-based motive for accounting purposes or the merger, acquisition, or divestiture purposes. And the second reason for studying brand equity arises from a strategy-based motivation to improve marketing productivity. Taking into account higher costs, greater competition, and flattening demands in many markets firms are wanting to increase the efficiency of their marketing expenses.
By Brandsandu5 years ago in 01
Strategic Brand Management To Achieve Profitability And Competitive Advantage
Strong brands generate interest, appeal to new customers, and improve a business’s general advertising strategy. Building and defending a powerful manufacturer are the key elements that determine how much profit your business can realize. For the higher area of a decade, the approach has been a business organization buzzword. Top executives replicate strategic ambitions and missions. Trivial planning has lost its glamor and the planner have all turned into strategists. Brand positioning strategies seek to create a unique identity and position for its products, services and ensure that both product and organization create value beyond that of their competitors. (Ind, 1997). Instead of behaving like massive unwieldy bureaucracies, they have been nimbly leap-frogging smaller competitors with technical or market innovations, in a proper entrepreneurial fashion. Successful corporations consider branding an investment, and they understand their brand is a treasured asset. These brands ooze success, proving market visibility and awesome reputations to build customer loyalty. Researches indicate that formal strategic planning does indeed evolve along similar lines in different companies, albeit at varying progression rates. Comparative advantage can lead countries to specialize in exporting primary goods and raw materials that trap countries in low-wage economies due to terms of trade.
By Brandsandu5 years ago in 01
To Evaluate The Impact Of Nostalgia Marketing Towards Brand Management And Advertising Engagement
As a popular saying goes, "Nostalgia is a beautiful lie, dressed up in sepia". These feelings of nostalgia, which are present in all individuals be it of any age, can influence their relationships with other people, objects, and services. For the marketing researchers, this concept of the effect of Nostalgia on Customer Loyalty is very relevant for shaping the structures of the consumers' preferences and has been shifted since the 1990s. Some researchers link nostalgia with an irreversible memory, comfort in life periods, especially during times of interruption or loss, such as the end of a relationship (Hunt & Johns, 2013; Muehling, 2013). Extensive researches have established the effects of nostalgic brand positioning on brand equity, but studies have only examined individual nostalgic brand relationship dimensions separately. Recent nostalgia marketing trends in developed markets have tried to take advantage of current economic and political crises and consumers’ propensity to view the past as a happier and less complicated time (Kessous et al. 2015; Muehling and Sprott 2004). Research shows that nostalgia gives our lives a sense of continuity and meaning as we get older and older. Nostalgia inspires consumers to spend their money because it promises an immediate return in the form of happy memories and comfort. It's not important that only age-old companies would only be able to exercise the benefits of nostalgia marketing. With a bit of proper planning and research, if you can convincingly execute the retro concept, that the consumers can connect, then anyone wins over the customers' hearts with this strategy.
By Brandsandu5 years ago in 01
Relating Instagram and Brand Management in the case of Fast Food Business.
Social media has certainly proven beneficial over the last two decades. For businesses, social media has created a way to send a brand’s messaging to the right people at the right time. The super fast digitalization of media and communication technologies globally has fundamentally changed the way of advertising. Companies have now started to use social media as a marketing tool from its very beginning. These social media platforms have proved to have greater potential to influence young people, given their unique peer-to-peer transmission and youths’ susceptibility to social pressures. Brands are using social media platforms such as Instagram for marketing their products to a growing number of consumers, not only at a national level but also globally using a high frequency of targeted and curated posts that manipulate consumer emotions rather than presenting information about their products. The American fast food industry is garnering more than $198.9B a year, and by the end of 2020, its yearly revenue is expected to grow to $223.9B.
By Brandsandu5 years ago in 01
Things you should Know About Motion UI Design in 2021
UI is UI and UX represents the Client Experience. Both of the terms are intertwined and thus it is hard to characterize one without the other. There is a solid connection between the plan of the interface and experience. This relationship is up to a degree where both the terms are at times utilized reciprocally.
By Fuertedevelopers work5 years ago in 01
