THE BUSINESS SCHOOLUNIVERSITY OF JAMMU

PROJECT ON : “DEVELOPING, ENHANCING & SUSTAINING A BRAND IN THE MARKET”

RADHIKA GUPTA32 -MBA-14SEMESTER - 3

DEVELOPING A BRAND IN THE MARKET:

DISCOVERING AND IMPLEMENTING YOUR COMPANY'S BRAND IDENTITY: Branding is not a difficult thing to do if you know who you are and how you want to be perceived by others.

• Know What Your Brand Means• Make Your Employees Brand Ambassadors• Communicate Your Brand to the Public• Get Target Customers to Amplify Your Brand

BRAND DEVELOPMENT MODEL

ENHANCING A BRAND IN THE MARKET:

• As marketers, we strive to communicate with consumers in the ways that they prefer.

• In fact, marketing is becoming increasingly consumer-driven. For example, with the rise of social media marketing, brands can communicate directly with their customers to develop products that sell, and consumers essentially become product “co-creators.”

ENHANCING A BRAND IN THE MARKET:

• Today, 80% of online content is user-generated, and content will increasingly come from a customer’s peers.

• Marketers need advocates buzzing about their products as people increasingly receive information about brands from their social connections.

Tips to Help Improve Your Brand's Communication Strategy

1) Be Authentic- Example: Patagonia2) Have a Conversation- Example: Oreo3) Create Buyer Personas- Example: Walt Disney World

Tips to Help Improve Your Brand's Communication Strategy

4) Show Your Personality - Example: Old Spice5) Provide Relevant Content- Example: Lowe's on Pinterest 6) Be Helpful- Example: JetBlue

7) Focus on Quality Engagement Over Quantity - Example: Southwest Airlines

8) Be Open - Example: McDonald’s Canada9) Post About Things Other Than Your Own Brand - Example:

Whole Foods

Tips to Help Improve Your Brand's Communication Strategy

10) Throw in Content for Pure Consumer Enjoyment - Example: Kraft Macaroni & Cheese

11) Leverage Consumer-Generated Content - Starbucks

SUSTAINING A BRAND IN THE MARKET:

For building long-term customers relationships and inspiring customer loyalty:

1) Analyze Weaknesses2) Listen to the Customers3) Data, Data, and More Data4) The Right Information at the Right Time5) Keep the Customer in the Loop

SUSTAINING A BRAND IN THE MARKET:

6)Get With the Times7)Tie-in Complimentary Services and Useful Information8)Customer Service Is King9)Be Creative

10) Solicit Feedback

CONCLUSION:• Branding is not a difficult thing to do if you know who you are

and how you want to be perceived by others. • With the rise of collaborative marketing, marketers must shift

from marketing "at" consumers to marketing "with" consumers.

• By focusing on what is in under the control of the supplier, and mating that to the true needs of their customers, brands can meaningfully improve customer loyalty in the marketplace.