3. Brand Awareness
3.1 Introduction to Brand Awareness
The most important marketing goal for any company is to make your target market think of your product and your company when they are set to buy something. This is brand awareness, the degree to which your target market recognizes a brand. Every element of the marketing mix (product, place, price and promotion) should support this main goal for the company. Brand awareness strategies have evolved through the years to adapt to more technologic and open-minded generations.
3.2 Product Marketing
Product marketing is the process of promoting and selling a product to the company’s target market. There are four questions a marketer should ask in order to develop the product marketing strategy: …show more content…
The packaging is the face of the company on the shelves of a store. If the company wants to be viewed as fun and outgoing, its products must reflect this through a fun, colorful packaging. On the other hand, if it’s a more serious, conservative company the products should reflect this through their packaging. It is important that the packaging seems attractive to your target customers; also, it should stand out from the other products on the store shelves.
3.3.3 Previous Experiences
Some experts say this is one of the most important elements of the brand management. You have to keep your customers satisfied with your product. The performance of the product has to be accurate or exceed the expectations of the customer. One bad experience from a customer, in this digital era, can lead to a spread of word of mouth instantly translating into losing prospect customers due to this bad experience sharing.
3.4 Dominance
This is the ultimate goal of every company. Dominance translates in maintaining a greater market share in an industry. In marketing this is also referred to as “top of mind”. A great example of this market dominance is the Coca Cola …show more content…
It consists on linking the brand to a social cause. Some common examples are brands that relate to associations or movements that actively educate on cancer and other diseases, environmental issues, child and/or women abuse among many other societal causes. (Weinreich, n.d.) This gives a sense of humanity to the brands and, at the same time, creates emotional attachments with the customers.
3.5.2 Product Placement
Product placement is widely used in the TV and film industry. Product placement is when a product is placed into a movie, music video or TV program to subtly promote it. An example of this is when in a movie the cars used or the beverages drank by the actors are a certain brand. This technique was created in response to the lack of interest by viewers to watch commercials during TV programs or movies.
3.5.3 Sex in Advertising
Sex in advertising has been a very controversial strategy through the years. Imagery for this type of strategy includes nudity, pin-up models and muscular men. Messages can be spread in an explicit or underlying way. This type of advertising is mostly used in the fragrances, clothing, alcohol and beauty products industries. Acceptance of this type of advertising varies according to the culture, religion and values of the target market selected by the
3.1 Introduction to Brand Awareness
The most important marketing goal for any company is to make your target market think of your product and your company when they are set to buy something. This is brand awareness, the degree to which your target market recognizes a brand. Every element of the marketing mix (product, place, price and promotion) should support this main goal for the company. Brand awareness strategies have evolved through the years to adapt to more technologic and open-minded generations.
3.2 Product Marketing
Product marketing is the process of promoting and selling a product to the company’s target market. There are four questions a marketer should ask in order to develop the product marketing strategy: …show more content…
The packaging is the face of the company on the shelves of a store. If the company wants to be viewed as fun and outgoing, its products must reflect this through a fun, colorful packaging. On the other hand, if it’s a more serious, conservative company the products should reflect this through their packaging. It is important that the packaging seems attractive to your target customers; also, it should stand out from the other products on the store shelves.
3.3.3 Previous Experiences
Some experts say this is one of the most important elements of the brand management. You have to keep your customers satisfied with your product. The performance of the product has to be accurate or exceed the expectations of the customer. One bad experience from a customer, in this digital era, can lead to a spread of word of mouth instantly translating into losing prospect customers due to this bad experience sharing.
3.4 Dominance
This is the ultimate goal of every company. Dominance translates in maintaining a greater market share in an industry. In marketing this is also referred to as “top of mind”. A great example of this market dominance is the Coca Cola …show more content…
It consists on linking the brand to a social cause. Some common examples are brands that relate to associations or movements that actively educate on cancer and other diseases, environmental issues, child and/or women abuse among many other societal causes. (Weinreich, n.d.) This gives a sense of humanity to the brands and, at the same time, creates emotional attachments with the customers.
3.5.2 Product Placement
Product placement is widely used in the TV and film industry. Product placement is when a product is placed into a movie, music video or TV program to subtly promote it. An example of this is when in a movie the cars used or the beverages drank by the actors are a certain brand. This technique was created in response to the lack of interest by viewers to watch commercials during TV programs or movies.
3.5.3 Sex in Advertising
Sex in advertising has been a very controversial strategy through the years. Imagery for this type of strategy includes nudity, pin-up models and muscular men. Messages can be spread in an explicit or underlying way. This type of advertising is mostly used in the fragrances, clothing, alcohol and beauty products industries. Acceptance of this type of advertising varies according to the culture, religion and values of the target market selected by the