by hiaja | Aug 22, 2022 | Brand Management
06. What makes a good brand? A good brand: has a clear focus, knows their target audience, has a defined mission, knows their competition and USP, can identify their key values, can tell their story, has a defined brand identity, and is consistent with their...
by hiaja | Aug 22, 2022 | Brand Management
05. What is a value proposition? and what is a positioning statement? A value proposition is a simple statement that summarizes why a customer would choose your product or service. It communicates the clearest benefit that customers receive by giving you their...
by hiaja | Aug 22, 2022 | Brand Management
04. What is a perceptual map, and how might a brand manager use one? A perceptual map is a chart used by market researchers and businesses to depict and understand how target customers view and feel about a given brand or product. Perceptual maps can also be referred...
by hiaja | Aug 22, 2022 | Brand Management
03. Can you explain Brand Equity? The commercial value that derives from consumer perception of the brand name of a particular product or service, rather than from the product or service itself. Companies invest in their brands, but so do customers; this is what we...
by hiaja | Aug 22, 2022 | Brand Management
02. And what did David Ogilvy say a brand is? A brand is “the intangible sum of a product’s attributes: its name, packaging and price, its history, its reputation and the way it’s advertised.”David Ogilvy, Ogilvy On...
by hiaja | Aug 22, 2022 | Brand Management
01. What was Kotler’s definition of a brand? A brand is “a name, term, sign, symbol or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competitor.” Philip...
