Brand and Customer Decision Making

Brands carry a lot of weight in purchasing decisions for me. In some cases, it is the primary reason I will either purchase or not purchase an item. Kevin Keller, author of Strategic Branding Management, maintains that successful branding often creates strong, favorable, and unique brand associations to both functional and symbolic benefits. With so many product options, consumers need help in deciding on the right products and services. Scott Bedbury and Stephen Fenichell, authors of A New Brand World, further note that the most innovative product line will grow stale in the minds of potential customers if the marketing has become static, undifferentiated, or irritating for lack of change. [1] For me, it is those unique differences and my own personal experiences that impact my product selections.

The underpinning question is a value issue. In many industries, giving away samples is an effective, low risk way. Giving free samples encourage buyers to try unproven or unknown products. In environments like Costco, customers expect free items. However, some customers frown on free product offerings. Michael Solomon, author of Consumer Behavior, maintains that some buyers are materialistic and place a high value on status and appearances; price is usually a consideration. Therefore, the higher the price or more exclusive the product, the more valuable the commodity. This relates to prestige pricing.

In the end, organizations need to be consistent. Mark Johnston and Greg Marshall, authors of Relationship Selling, argue that customers expect and deserve consistency in the way an organization’s value-added message is put forth. Therefore, brand managers need to be consistent in their marketing approaches.

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Six Ways to Make Your Flyers Stand Out

Flyers are a great way of communicating your business goals; whether it is an occasional sale or a product promotion. It can also be used for promoting activities like an upcoming play in the town or possibly a seasonal exhibition. It is also necessary to make sure that these flyers are appealing and vibrant enough to stand out. You need to follow certain simple guidelines to make sure that this will happen.

1. Strikingly Vibrant Graphics: It is important to ensure that your graphics are of good quality and vibrant color schemes as per the theme of your communication. Bright, simple and neat graphics can attract attention easily. You may save on the quality of paper, your paper may not be of high quality but what matters is the visual representation. As goes the rule of thumb, if it is good to see, it is worth a read.

2. Catchy Titles and Headlines: Imagine, you are passing by a newspaper stall, which newspaper would you pick up; the one which has an interesting title in bold letters or the one with random black and white cluttered text in small fonts. In the same way, if your flyer has a catchy and interesting headline which can engage the reader and make him ask for more; be assured, your job is half done!

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Why Your Company Needs Reputation Marketing?

Have you checked out your online reviews lately online? If you haven’t, you need to do so immediately because people are discussing your business on the Internet. If you have, hopefully you have great reviews. If by some chance you have any bad reviews, you should consider a reputation marketing strategy for your business. No bad reviews? You still should consider reputation marketing to ensure you capitalize on those positive reviews in your marketing efforts

For example you have probably searched for a business or service online. Think about the last time you looked for a restaurant online. During your search for a great place to eat, you see that the number one listing only has 3 stars but the restaurant listed second has 5 stars. Which restaurant are you are going to choose? All other factors being equal, I bet you will choose the restaurant that has 5 stars. Well what about if the first company only had one review for 5 stars and the second company had 30 reviews averaging 5 stars. Which company would you trust? Again I bet that you would choose company number 2. As you can see having not having a reputation can be just as bad as having a bad reputation.

To get started in reputation marketing, you need to implement the following four strategies to ensure your success.

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Brand Communication

Good brands leave lasting memories for customers. Do you remember the VW Beetle in a great movie? If you do, it would probably be Herbie, the Love Bug. Yet, the VW Beetle takes me back to my undergraduate days in the bayou. There was a guy from my own hometown who drove a purple VW Beetle. This guy reminded me of Prince and the Revolution as he graced our campus. This story brings to mind how it is important for businesses to give customers a great impression. Good memories can be a strategic advantage for companies. The principle of working memory and long-term memory apply greatly to learning consumer behavior.

Michael Solomon, author of Consumer Behavior, maintains that the test of the brand-building ability of brand elements is what consumers would think or feel about the product if they knew only its brand name, associated logo, and other characteristics. Solomon further suggests that many organizations need to understand extensive connections between products and memories as a potential way to build and keep brand loyalty. VW Beetle demonstrates how lasting impressions can make a difference. Thanks for your story to carry this theme along.

Several years ago, my wife and I were looking for a new home. Our realtor, a friend and church member, drove us around in his LS 400. I sat in the backseat. I would never forget my comfort level. The vehicle was luxurious. The vehicle was showcased in black. Of the six brand elements, my Lexus experience was related to memorability. Kevin Keller, author of Strategic Branding Management, maintains that marketers seek to promote this element through inherently memorable and attention getting features, thereby facilitating recall or recognition of a purchase.

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When a Branded App Is A Waste Of Money

Branded apps for businesses can be created for many reasons and many purposes. But it doesn’t mean that any business essentially needs one. It’s not just about a wish to have it, it’s all about your business strategy and the goal that will be pursued by the app – most probably driving more clients to your products and services. Furthermore, every task must be perfectly handled by the app; otherwise it will definitely do nothing but lose users. Let’s see when you should say no to making an app for your business:

1. A mobile website is already enough.
If your business isn’t revolving around the mobile app itself, having a mobile-optimized website is an absolute necessity. And then there’s a question of having or not having a mobile application. If there’s a set of tasks that you lay upon a website, and the website does them perfectly, and there’s no obvious reason to lay the same tasks upon an application, then why should you make it? A website generally costs less than an application, and it can be browsed for from any mobile device, especially if it’s a responsive one.

2. You don’t have many returning clients – or not many people know your brand (yet).
In many (but not all) instances, a branded application will be downloaded and installed by a loyal, returning client, who often purchases your products and services. That’s convenience for both sides. Casual visitors, for one reason or another, may find themselves on your website and get acquainted with what you offer. But an application is downloaded intentionally, mostly by those who already know your brand.

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