Brand Planning : 09 Marketing rivalry in an age of hyper-competition

Is this the end of SWOT? Does the age of 'hyper-competition' mean a reappraisal of the role of competitive reviews in strategic planning? Do different kinds of strategies? The scale and direction of changes in the competitive landscape present major challenges to marketing practice.

Download

Brand Planning : 08 Winning in a converging world

As the traditional pattern of competition within industries breaks down, competition is likely to emerge from anywhere, and in unexpected forms. Few companies have integrated this phenomenon into their strategic thinking. The author presents a set of 'convergence capabilities' crucial to success in a converging
world.

Download

Brand Planning : 07 Market Structure, Brand Effectiveness and the Profitable Approach to New Products and Line Extensions

Hendry conducts market structure studies to identify the sets of direct competition within and across product classes.

Download

Brand Planning : 06 Brand Loyalty The Link between Attitude and Behavior

Much has been written about the importance of brand loyalty as a key determinant of brand choice and brand equity. David Aaker (1991) wrote, 'The brand loyalty of the customer base is often the core of a brand's equity. If customers are indifferent to the brand and, in fact, buy with respect to features, price, . . .there is likely little equity.'

Download

Brand Planning : 05 People are Different if You Know How to Look

Such segmentations are often used to identify unique groups of consumers for whom different types of product or marketing communications are appealing.

Download

Brand Planning : 04 Understanding Buyer Behaviour in the 21st Century

A key aim of the research was to challenge the understood buying process of: purchase trigger– search – select – purchase – consume; to determine how different interaction and advertising affect purchase patterns; and to identify today’s process of purchasing, and in particular the role of the internet.

Download

Brand Planning : 03 Understanding the Customers Relationship With a Brand The Role of Market Segmentation in Building Stronger Brands

Market segmentation is widely practiced by marketing and research professionals in most industries. Most market research companies boast market segmentation as part of their ad hoc services and there is a specialist industry offering proprietary off the shelf market segmentation products.

Download

Brand Planning : 02 Measuring the true value of brands

Trevor Richards, RSGB, believes that the key to understanding a brand's equity or value lies in examining its ability to retain profitable, committed customers while attracting similarly profitable noncustomers

Download

Brand Planning 01 : Understanding, Measuring, and Using Brand Equity

This paper describes a survey research system designed to place a financially related
value on the consumer-based equity of brand images and associations.

Download

Viral Advertising

An odd thing is happening in the advertising world. We are becoming more and more
conscious of numbers: balance sheets, profits, merges, staff sizes, compensation,
costs, cost per points, efficiencies return on investment. At the same time, while we
are preoccupied with measuring all of these things, we are becoming much more
sensitive about creating advertising that "touches" people from the inside out. While
we are, in fact, still not able to measure whether or not we are really touching people
with advertising, we are acting like we can and do. This is turning into a good thing.

Download

The Second Truth In Advertising

Those of us in advertising (or politics) are concerned with truth - both kinds. There is
the side of truth that the consumer sees, reads or hears in the advertisement itself.
This is the public truth (or sometimes exaggeration) that has been much written
about and self-regulated. It is what we commonly call "truth in advertising." Then
there is the other truth.

Download

Snapshots Of Youth: The Lives Of Late Teens Across The World

These are just some of the findings from Snapshots of Youth, a study conducted by MindShare
Worldwide to investigate the main influences on the behaviour and attitudes of young people
across the world.


Download

The Gender Perspective – In Relation to Children as Consumers

The gender perspective has been rather central in most of the media studies carried out being these
quantitative or qualitative showing among other things that boys watch a little more television
than girls, whereas girls read more than boys.

Download

The brand response matrix

ADVERTISING IS characterised by poor communication among those who practise it. A survey among
practitioners, on both client and agency sides, showed that each uses different technical jargon. So
misunderstandings arise about policy development and desired ad effects, and decisions are often subjective,
fragmented and opportunistic.  Download

The Art & Science of the Advertising Slogan

The purpose of the strapline (slogan, claim,
endline, signature, etc.*) is to leave the key brand message in the
mind of the target. It is the sign-off that accompanies the logo. It
says "If you get nothing else from this ad, get this..!"

The Art & Science of the Advertising Slogan