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Branding

A Beginner’s Guide To Feeding Puppies

Feeding a puppy is different from feeding an adult dog. From the day a pup is born up to about his sixth month of life, he needs to eat 4 times as much as an adult dog to ensure that he is growing right. Most young dogs are also usually hyper – they are curious, playful and spend a lot of time chasing things, so a lot of food intake is important to replenish that energy. Here are some tips to follow regarding the feeding of puppies: Choose the right food for your pet Compared to regular dog food, puppy food contains more fats, vitamins and minerals that support growth. Commercial puppy food must meet the nutrient standards of the AAFCO (Association of the American Feed Control Officials). Cheaper brands that use lower-quality ingredients still do meet the AAFCO standards, but more ex...[Read More]

Brand Positioning Strategy

Brand positioning is an essential element of a winning branding strategy. Positioning simply refers to how your product or service is viewed in the minds of prospects and customers relative to other products or services available in your niche. The term positioning has two connotations: a vertical and a horizontal one. In terms of the vertical connotation, the term refers to the order in which your product ranks relative to the products of your competitors in the minds of your customers in your industry niche. (For example, which product comes to mind first when I say the word cola?) In terms of the horizontal connotation, the term refers to the qualities and attributes your product represents in the mind of your customers, again relative to your competitors. While you cannot directly cont...[Read More]

Digital Marketing, a Must Today

The key purpose is to sponsor brands through various types of digital media. When one talks about digital marketing, it pretty much extends beyond just internet marketing! In fact, is also takes into account mediums that do not oblige the use of the internet. That comprises cell phones, social media marketing, search engine optimisation, search engine marketing, as well as any other type of digital media. Most professionals consider that ‘digital’ is not as simple as it seems. A prerequisite is that an entirely novel approach to promotion and a novel understanding of customer behaviour is required. For instance, it requires companies to examine and compute the worth of tweets on Twitter, downloads of apps on mobile devices and the worth of likes on Facebook. Here are few of the...[Read More]

How Did Famous Brands Get Their Names?

What is the purpose of having names? Of course it is for someone to remember by. Companies are also like entities with an individual identity and personality. Their name is a sign of trust and reliance for clients. Due to the growing perception of branding, everything sells with a name. Previously you used to buy just a pair of shoes. But today its either Nike or Adidas you prefer for sporting wear, or Don Carlos or Pierre Cardin for fancy footwear. Some brands are named after things that are unrelated to the nature of the business, but still have a consonance to the brand. But how are brands named? What is their corporate etymology? Behind the naming of every famous brand, there is an interesting history concealed that most of us do not know. Here are 10 famous brands and how they were na...[Read More]

Nameonics 101 – The Science of Memorable Brand Names

When creating a name for a new product, service or company, the number one rule is to make that new brand name memorable. The reason is obvious: If your customer can’t remember the name of your product, the chances that he or she will search it out – much less recommend it to someone else – are slim to none. Forgettable names are worthless. Memorable names are priceless. The bad news is that most companies ignore this rule and end up with product names that are about as memorable as a yesterday’s lunch. The good news is that you don’t have to settle for a forgettable name. Creating memorable names is easier than you think. All you have to do is take the following crash course in Nameonics – the science of memorable brand names. Nameonics (yes, I am a wor...[Read More]

Brand Evaluation Using Balanced Scorecard and KPI

Strong brand is the most valuable intangible asset of the company. Although brands are not listed on corporate balance sheets, they play key role in determining the company’s success in the long-term perspective. Successful brands allow companies to effectively manage premium prices, reduce relative power of the trade, increase communication effectiveness, attract managerial talent, and reduce vulnerability to downturns. Scorecards or KPIs based on the drivers of brand value, provide focused and actionable measures for optimal brand management. According to the research conducted by Interbrand, one of the leading brand consultancies, strong brands account for over a third of shareholder value. Share prices of companies with well-known brands have significantly higher investment retur...[Read More]

The Importance of Aesthetics in Business

In the world of business people sometimes tend to oversee the importance of image and branding. Needless to say, a company’s image and brand is one of the most important factors in their success. Image and branding is just one of the many components that a company needs to be successful. This along with management, finance, customer service and innovation are among the essential contributors to a company’s progress. A company’s image can be tied to a lot of elements. These include, advertising, marketing, public relations and customer service. A company should never overlook the idea of branding their business because it tantalizes the most important sense of a person- sight. Believe it or not, aesthetic plays a vital role in business. Aesthetics could spell the differenc...[Read More]

Branding Strategies – When a Bargain-Brand Attacks a Premium-Brand

When I was ten years old at a summer camp I was leading in the potato sack race. To check on my competitors I looked over my shoulder and suddenly tripped and fell. I came in last place. Even the slowest person, Marsh Mellow Matt beat me. It was humiliating. But in the end I gained a good learning experience. When a bargain-brand product attacks your premium-brand space, is it still healthy to look over your shoulder? Will you trip over too? In a robust economy it’s relatively easy to maintain profitable growth of a premium-brand product. Conversely, in today’s economy, the competitive forces are testing the best of us. We are entering a new paradigm of business and the days of conspicuous consumption are quickly receding. Since 2007 over 8 million jobs have been lost. We have ...[Read More]

Why Is Pixar’s Brand So Successful?

Pixar’s brand in animated movies is successful because they simply have strong content and they have high barriers of entry that a potential competitor has not been able to overcome. Pixar is the animated movie wing of the Walt Disney Corporation. Each of its 14 movies has been very successful in terms of box office revenue and many of its movies have been nominated for Oscar consideration. I love their movies, as do many adults. Pixar is one of the top brands in media. They make animated movies that are a hit with kids, but their story lines have a lot of substance for adults. Recently, I attended one of their movies for leisure. I couldn’t help but mix business with pleasure. As the movie was progressing, I began to think about Pixar’s brand and how it is put together. ...[Read More]

Importance of Employee Branding in the Modern Corporate World and Its Implementation in UAE

Introduction In the competitive world of today, every company seeks to have the best talent around. This is the reason that it has become extremely difficult for the employees to get into any company. But as far as the best talents from the high-profile universities are concerned, companies have to come up with exciting packages so as to ensure that the highly-talented lot can become a part of their functioning. So, as far as the current research is concerned, an employee brand is what attracts the employees towards a company. It is actually an image that the company makes of itself in the minds of many that it is the best place to get employed at. An employee brands ensures a sense of belongingness in the people and this makes the employees play an integral role in the achievement of succ...[Read More]

Branding a Winery and Its Wine Is Expensive, Necessary and Benefits the Consumer No Matter the Size

A discussion about branding is generally not a conversation anticipated with excitement. If you’re a marketing type it can be characterized as maybe interesting. But, promising most people an indepth discussion on the subject of wine branding; heck, we might have no one accepting an invitation to our dinner party. In reality, creating a brand image for wineries and wines can help the consumer to be smart buyers. Because margins can be small for producers and a perponderance of producers are small, small margins impact the small producer profoundly. Branding can be expensive. So what can be done to entice consumers to try a brand they have never heard of before? Now we are talking about branding and it can be risky, even with great planning. Further, it is a lot of compromising. What ...[Read More]

Personal Branding: The Lighthouse Branding Model

More and more people are talking about the importance of personal branding, both in career searching and in career development. Effective personal branding not only makes you stand out from the crowd to employers and recruiters, it can also increase your job security by communicating your value as a leader and team player to your organization. What is personal branding? Personal branding is the process of identifying the unique and differentiating value that you bring to an organization, team and/or project and communicating it in a professionally memorable and consistent manner in all of your actions, both online and offline, to all current and prospective stakeholders in your career. The Lighthouse Personal Branding Model The lighthouse is a great model for breaking down the branding pro...[Read More]

Social Media Strategy and Branding: What Are the Eight Functions of a Brand?

A world class brand has 8 functions. It is critical to understand these functions to create a world-class brand. In a New Media Age, a marketer must have a solid understanding of branding. Social Media is a god send for a marketer. In order for this great tool to work, a marketer must be able to drive customers to their brand, at the exclusion of all other brands. The great part of social media is its incredible scale. This is also its greatest drawback. In social media there is just so much content. People have to come to your product for social media to work—and this is why branding is critical. The eight functions of a brand are IDENTIFICATION, PRACTICALITY, GUARANTEE, OPTIMISATION, BADGE, CONTINUITY, HEDONISM, AND ETHICS. Let me briefly summarize each of these functions. A brand ...[Read More]

5 Benefits of Using Branded Merchandise

Companies who engage with their customers and clients through branded merchandise are generally more successful in gaining recognition and increasing sales. Products such as pens, keyrings, umbrellas, toys etc are a great way to get your brand logo seen, heard and talked about. What better way to engage and interact with your target audience than with unique products that can be custom printed with your logo? Here are 5 benefits of using branded merchandise: • Maximizing exposure The main aim is to expose your company name and/or logo to as many people possible in your target market. This is best done on products which customers will actually keep and use, for instance, mugs, umbrellas and USB flash drives. These are popular, practical and durable and can feature your brand logo with ...[Read More]

The Best Branding Strategy – Make a Real Connection

What is it that makes some brands connect so well with their audiences? We could learn something about building brands for organizations by also asking, What is it that makes some people connect so well with other people? In many ways, organizations are like individuals. Each has its own specific “fingerprint” — strengths, character, and personality — that makes it unique and recognizable. It’s how we get to know our friends and understand what it is about them that we like. In a world where no one has time to carefully weigh all available brand options, this fingerprint acts as shorthand to help us sort through the maze, a very real point of value at a time when it is increasingly difficult to tell one product or service from another. When an organizationR...[Read More]