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drypen - ArticlesAn MBA (Masters in Marketing), And founder of drypen.in - A Management Knowledge Hub.
Management Resource | Strategy Discussion Forum The Rules of Branding and Brand Building“Ah ! The rules apply to only big brands. I am a small business. These rules don’t apply to me.”
If you are sitting and thinking that rules of branding do not apply to you as a small business I suggest you radically alter the view. Trust me its not going to do any good to your brand. Branding rules do apply to you or any other business as it is dependent very much on understanding and application of these rules. Emotional Marketing - to Play the Emotional Tune is the Necessity of Today's MarketingGone are the days when producers were regarded as king of the market, who would decide the product features, the size the color the feel, etc. Those were the times when customers were willing to buy what ever was available because there were no alternatives available. This was time when producers used to smile - the producers era. Selection of an Advertising AgencyAn advertising agency may be a full-service agency or part-service agency. Each has a different outlook and advertising activities. The selection of advertising agencies depends on whether one wants a full-service agency or a part-time agency. The selection is also made on the basis of compatibility of the agency team, agency stability, services, credibility and the agency’s problem solving approach. Media BuyingPlanning and buying are two parts of a single operation: spending effectively the advertiser’s money. The two cannot in practiced be separate. The former is the strategy formulation while the later talks about the implementation of the plan. The two jobs are often done by different people, though planner-buyer is also found. Brand Building StrategiesThere are many strategies that help a brand grow rapidly which in turn gives it a unique identity in the market place. This article focuses on such brand building strategies in detail. History of BrandingBranding has come a long way in India and also around the world. The word brand comes from the word "brandr”, a word used by early Norse tribesmen meaning ‘to burn’, as in branding livestock to declare ownership. No doubt, anyone who has read cowboy stories is familiar with the concept of branding cattle.
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