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    Case 4 MKT

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    Ayesha james
    At some point, a corporate brand becomes an asset with monetary value. Three common challenges are determining when this point is reached, knowing the brand's value, and how to attribute that value. Developing a uniform style and tone across all communications is important for a coherent brand. Measuring marketing success is important but companies often struggle with which metrics to use. Small businesses also struggle to create a cohesive customer experience and sustain branding long-term like larger companies. Digital marketing tools can help smaller companies compete through content marketing, analytics, social media, and consistency.

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    Case 4 MKT

    Uploaded by

    Ayesha james
    23 views2 pages
    At some point, a corporate brand becomes an asset with monetary value. Three common challenges are determining when this point is reached, knowing the brand's value, and how to attribute that value. Developing a uniform style and tone across all communications is important for a coherent brand. Measuring marketing success is important but companies often struggle with which metrics to use. Small businesses also struggle to create a cohesive customer experience and sustain branding long-term like larger companies. Digital marketing tools can help smaller companies compete through content marketing, analytics, social media, and consistency.

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    At some point, a corporate brand becomes an asset with monetary value. Three common challenges are determining when this point is reached, knowing the brand's value, and how to attribute that value. Developing a uniform style and tone across all communications is important for a coherent brand. Measuring marketing success is important but companies often struggle with which metrics to use. Small businesses also struggle to create a cohesive customer experience and sustain branding long-term like larger companies. Digital marketing tools can help smaller companies compete through content marketing, analytics, social media, and consistency.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    23 views2 pages

    Case 4 MKT

    Uploaded by

    Ayesha james
    At some point, a corporate brand becomes an asset with monetary value. Three common challenges are determining when this point is reached, knowing the brand's value, and how to attribute that value. Developing a uniform style and tone across all communications is important for a coherent brand. Measuring marketing success is important but companies often struggle with which metrics to use. Small businesses also struggle to create a cohesive customer experience and sustain branding long-term like larger companies. Digital marketing tools can help smaller companies compete through content marketing, analytics, social media, and consistency.

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    of 2

    Corporate Brand Valuation

    At some point, even though it is intangible, a corporate brand becomes an asset, and
    has a monetary value. When this happens your brand becomes a valuable commodity,
    just like property, equipment or inventory. Three of the more common corporate
    branding challenges is how to reach that point, how to know when you have, and how to
    attribute value.

    Brand Communications Coherence


    When developing a corporate brand, it’s important that your corporate communications
    have a uniform style and tone. The question is, how do you develop the right tone for
    your target market, and what can you do to ensure it is carried across all
    communications?

    Measuring and Metrics


    Sending your marketing message out into the world and not measuring its success can
    be an expensive and ineffective way to market your brand. The question for many of our
    customers is which metrics to measure, and how?
    Customer Experience
    Big companies spend millions on customer experience. Think of IKEA and their
    warehouse experience, Scandinavian esthetic and calling their staff members “co-
    workers”, or the chilly whiteness and tangible cool of the Apple Store? Many small
    businesses struggle to develop a cohesive brand identity, and that can muddle the
    customer experience too.

    Sustaining Branding
    Perhaps the biggest of the small to mid-sized company corporate branding challenges
    is sustainability. Many companies struggle to create a plan that allows them to maintain
    their branding and marketing efforts long term.

    The Role of Digital Marketing


    In a small to mid-sized business arena, digital marketing has, fortunately, created
    several solutions to these and other corporate branding challenges. Content marketing
    (and often, outsourcing to a content specialist) can help to solve some of the style and
    tone issues businesses face.
    Digital tools like Google Analytics, Search Console and Alexa.com can all give you facts
    and figures about how many people you are reaching, and how responsive they
    are. Social media gives brands immediate feedback (although that can also be a double
    edged sword when you make a marketing mistake!)
    Even consistency is easier when you use digital marketing as a part of your corporate
    branding toolbox, because you have the ability to schedule posts and automate many of
    the processes involved.
    While digital marketing may not solve all of the challenges related to branding for
    smaller and mid-sized companies, it’s certainly a great suite of tools to start with, and it
    can definitely help us to compete in a noisy world, full of bigger brands and bigger
    marketing budgets.
    If you are struggling with branding, tell us about it. Share your branding challenges and
    thoughts here.

     Marketplace
    Becoming familiar with your marketplace is key. Your brand needs a purpose for that particular
    marketplace. The brand must be able to move ahead with a fine tuned vision and the ability to
    change and expand within the marketplace.
     Strategy
    Building the strategy for the brand needs to incorporate trends such as digital marketing,
    programmatic advertising, and cross channel marketing. The brand strategy should be both
    internally and externally inspirational. For instance, inspiring employees and partners to continue to
    strive for excellence.
     Competition
    Keep your competition in your pocket, and always keep your competition guessing what is next up
    your sleeve. Staying ahead of trends in the industry, creativity, a strong strategy, and a professional
    staff will keep your brand at the top.
     Customers
    Using millennials as an example, this generation is 18 – 34 years old and spends up to $2.5
    TRILLION annually. But with a mistrust for big businesses, emotions, the desire to share opinions,
    and the use of social media to make purchases, the brand targeting millennials must adhere to what
    the brand stands for being sure to back-up the brand with actions, not mere words.
     Organisation
    A structured, conservative corporation will appreciate a brand with a strong backbone and a clear,
    concise message whereas a new, sheik restaurant will appreciate a brand that is flowing, fun, and
    ever-changing. Don’t confuse the brand and have the end result being a frustrated customer.

     Financial challenges

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