Marketing Strategy | Branding and Marketing

Posts Tagged ‘marketing strategy’

Rebranding an organization which has a distinguished history.

Monday, July 19th, 2010

Branding has been shown to be a very effective activity in an organization’s efforts to increase its influence in a marketplace. This increased influence equals increased sales, increased awareness, increased understanding, increased margins, increased business valuation, etc. And this strategy is as effective for non-profit organizations as it is for companies.

The Young Men’s Christian Association is a charity well known by its initials, YMCA. And as is popular in the marketplace, names are shortened in common use. Jennifer Lopez is known as JayLo. And the Young Men’s Christian Association has for years been known as the “Y.”

Now the Young Men’s Christian Association has formally dropped those four descriptive words in favor of the single letter “Y.” And they have modified the visual identity and logo as well. Is this a good idea? The short answer is (more…)

Tags: asset, brand equity, Branding, business strategy, choosing a name, communications strategy, influencing purchase decisions, marketing strategy, rebranding
Posted in Branding, Logo Design, Naming | No Comments »

Companies raised their marketing spending in this recession and saw sales increase.

Wednesday, June 30th, 2010

Most companies during last year’s recession thought it wise to reduce marketing budgets, and the drop has been extreme as spending plunged 12.3% — the largest annual drop ever, more than three times more severe than the next worst drop of 3.9% in 1991.

But 26 of the top 100 marketers bucked the trend and boosted 2009 marketing spending. 70% of those spending more saw a U.S. sales increase – double the success rate of those who reduced their spending according to (more…)

Tags: Advertising, brand equity, brand value, Branding, business strategy, communications strategy, competitive advantage, influencing purchase decisions, Marketing, marketing strategy
Posted in Advertising, Marketing | No Comments »

Leveraging a brand asset or forfeiting brand equity?

Friday, March 26th, 2010

What to do when faced with declining sales.

Sales in the “refreshment beverage” category are falling. The segment includes colas, energy and sports drinks, juices and bottled water. In 2009, for the second year in a row, sales were down. Down 3.1 percent according to a survey by Beverage Marketing Corp. This represents a steeper decline than was 2008. And there was one unusual statistic: (more…)

Tags: asset, brand equity, Branding, business strategy, choosing a name, communications strategy, competitive advantage, influencing purchase decisions, marketing strategy, rebranding
Posted in Branding, Naming | No Comments »

Outperform the market.

Tuesday, March 2nd, 2010

In today’s marketplace a Brand is one of the very very few sustainable competitive advantages a company can own. Credit Suisse research shows an index of companies spending at least (more…)

Tags: asset, brand, brand value, Branding, business strategy, competitive advantage, competitive marketplace, evaluating brand value, Marketing, marketing strategy
Posted in Branding, Marketing | No Comments »

Bank mergers and competition.

Thursday, June 29th, 2006

Originally published by the American Bankers Association, June 2004, also published by the Brandchannel and the Houston Business Journal. It was also published by several Asian websites and the Belgian Management and Marketing Association.

Wachovia Corp. has agreed to purchase competitor SouthTrust Corp. Hibernia Corporation acquired Coastal Bancorp, Inc. J.P. Morgan Chase & Co. is cleared to absorb Bank One Corp.

Whew! Banking is no longer boring.

The Chase merger will form the second-largest bank in the United States, with $1.12 trillion in assets. For Chase, this requires a significant investment in new signage, business cards, letterhead, envelopes, displays, imprints on about 51 million credit cards, etc. There will be employee issues and expenses as well.

And consider the thousands of other banks providing the same service: How will they compete? How can they compete? (more…)

Tags: bank marketing strategy, banking, Branding, business strategy, communications strategy, competitive advantage, competitive marketplace, local bank, Marketing, marketing strategy
Posted in Branding, Marketing | 2 Comments »

Branding and Marketing