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9 Cards in this Set
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Mcquiston (2004) |
> b2b is a complex branding process. >law firms such as Harper Mcleod use branding to differentiate product and develop relationships. >need to create differentiated value amongst busy market > Harper Mcleod a young firm - needs to find something unique >must create brand image through promotion and sales people |
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Develop employees - they are brand ambassadors - true storytellers (lynch and de chertaony, 2004) |
>personal selling >sales people should consider adapting approach to buyer >investmejt in sales training essential >need to understand brand values >EBBE - can build differnation through skills and resources |
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Understand power of emotion |
>Industrial buyers and influenced by functional and emotional attributes - they view communications as consumers >emotional values are trust, peace of mind and security > credibility >recognise value of brand differentiation based on emotional characteristics >highlight intangible benefits |
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Brand management strategies |
>Harper Mcleod have to focus on their brand rather than their service offering. >focus on market leader and differentiate form their offering >focus on single visual in promotion >focus on single word rather than list of attributes - credibility (as it is new firm) |
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Branding a law firm - Harper Mcleod |
>new firm has to create credible brand >have to differentiate themselves from service offering >Harper Mcleod - modern dynamic, more business like than competitors |
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Credibility is key - |
Focus on one word |
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Differentiate from the market |
> old-fashioned > slow to change >uncommercial > establishment |
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HM Points of Difference |
> Innovative >drive to try harder >work together in partnership > understanding needs |
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> communications |
>create strong assocations >favourable brand image >simple and eye-catching > relevant > role of sponsorship - leverage assocaitons, Harper Mcleod at 2014 sports games > reinforces credibility as sports law firm |
