The Brand Report Card

1067 words - 5 pages

Construir y manejar el valor de una marca se ha transformado en una prioridad en compañías, dado que las marcas fuertes llevan hacia fidelidad y ganancias. El problema es el manejo objetivo de las debilidades y fortalezas de una marca. Este artículo pretende identificar 10 características que comparten las marcas más poderosas y construir un “Brand Report Card”. Este informe ayudará a identificar las áreas que necesitan mejoras y fortalezas en cada una de las marcas.

Top 10 Rasgos Clave

1. La marca excede al entregar beneficios que los consumidores realmente necesitan.
Los consumidores no compran un producto por el su colección de atributos, sino que porque esos atributos, sumados a ...view middle of the document...

4. La marca es adecuadamente posicionada
Las marcas bien posicionadas ocupan nichos en la mente del consumidor. Las marcas exitosas crean “puntos de paridad” en aquellas áreas donde los competidores buscan obtener una ventaja, y al mismo tiempo crean “puntos de diferencia” con la competencia en otras áreas. Ej Visa. Mastercard era percibida como de prestigio y calidad, y en respuesta Visa lanzó la tarjeta Gold y Platinium.

5. La marca es consistente
Mantener una marca fuerte significa balancear entre la continuidad de actividades de marketing y el cambio que necesitan para mantenerse de forma relevante. Ej Cerveza Michelob cambió de forma errática su posicionamiento y comunicación durante años, llevando a confusión a consumidores.
6. El portafolio de marca y jerarquía hace sentido
Muchas marcas son usadas como paraguas, creadas para varios segmentos. La jerarquía de marca contribuye al valor del portafolio completo. Al mismo tiempo, cada marca debe tener sus propios límites, ya que puede ser contraproducente cubrir demasiado terreno con una marca, o sobreponer dos marcas del mismo portafolio. Ej Gap, con Gap, Banana Republic y Old Navy. Malos ejemplos: GM, donde en los 80 sobrepuso muchas de sus marcas.

7. La marca hace uso del full repertorio de actividades de marketing para construir valor.
Marcas potentes mezclan el uso de logos, símbolos, slogans, empaques para mejorar o reforzar imagen, protegiendo a la marca de forma competitiva y legal. Las actividades de “pull” buscan construir demanda. Las de “push” ayudan a empujar el producto a través de los distribuidores. Es difícil ganarle a una marca cuando ella hace buen uso de todas las actividades y se asegura de mantener la esencia. Ej Coca-Cola usa todo tipo de actividades, desde campañas globales, hasta promociones, merchandising, etc.
8. Los Brand Managers entienden lo que significa la marca para los consumidores.
Cuando los Brand Managers aprecian la totalidad de la imagen de marca, son capaces de tomar mejores decisiones. Ej Bic, posicionada como marca barata de productos desechables. Ocupó esa misma estrategia para lanzar dos perfumes baratos en USA, y Brand Managers no entendieron que posicionamiento no era traspasable al mundo de los perfumes.
9. Apoyo apropiado a la marca y...

Other Papers Like The Brand Report Card

Business Marketing Essay

9503 words - 39 pages people), few locations are equipped to handle credit card purchases. Charges are typically made for travel or entertainment where consumers desire credit cards with the most merchant acceptance, best bank/brand image, and the easiest application process. (India Online, 2011, India Online, 07/06/2011, URL: ) The majority of the consumers in Indonesia do not meet the minimum qualifications for membership. As a result, wealthy domestic and Chinese

Holiday Gift Card Analysis

2075 words - 9 pages reasoning. However; this consideration can be debated, as one in four recipients report that they still have an unused gift card from last holiday season and of that group 55% have two or more unredeemed cards. (Shader, 2011) The receipt of a gift card has a great impact on the consumer’s spending habits. Considering that typical gift cards come in multiples of $5, it is unlikely that the actual amount on the card will equal the total transaction

Visa Card Case

840 words - 4 pages Read the case titled "Starbucks, Bank One, and Visa Launch Starbucks Card Duetto Visa" in the Resources and address the following components in your assignment: • Answer discussion questions 2 and 4 at the end of the case. 2. Build the management-research question hierarchy for this project. Step 1: Management Dilemma Is there a brand fit between credit card and Starbucks? How does the customer value the different benefits being offered by

Co-Branding as a Tool for Customer Accquisition

3434 words - 14 pages : ..................................................................................................................................................... 13 Delhi Metro and Citibank Launch Co-Branded Transit Credit Card ...................................................... 13 Conclusion: .................................................................................................................................................. 14 2 CO BRANDING: "Co-branding is a form of co-operation, in which all the participants' brand names are retained." And Kotler defines co-branding

Analysis of Target 2010 Annual Report

970 words - 4 pages Analysis of Target’s 2010 Annual Report In 1902 Target was incorporated in Minneapolis Minnesota (page2). Their business is divided into two segments, credit card and retail (page2). The retail segment would consist of internet sales and merchandising. While the credit card segment supplies credit cards to customers via Target Visa and the Target Card. Like most companies, Target does not operate on a

Strategies Formulation

743 words - 3 pages revenue. Since every transaction in a credit card, the issue bank will grain 1% of the purchase and merchant sales bank will grain 1% as well. Align with other big and famous department store, supermarket and restaurant to introduce ႑Co-brand Card႒. The will increase the credit purchase rate. More important it will also carry up the merchant sales. 6. Card Referral Program The Card Referral Program is one of the way to increase the credit card customer base. The program show that the bank just give out a small amount of money and get a large return of cardholder.

Hsbc Strategic Marketing Plan Case

4062 words - 17 pages leading bank in the Hong Kong market. * They are featured as a global bank with local expertise, with 140 years of experience in China behind them. * This results in an in-depth knowledge of the market and the trust of consumers and merchants, who collaborate with them in various ways. * For several years, HSBC has been rated as the best in terms of brand familiarity, credit card value, and rewards program perception. WEAKNESSES

Marketing Communication Plan for Kiara Designs

1676 words - 7 pages . Throughout this report, it is made sure that the digital marketing goals suggested to the brand are: | Smart | Specific | Measureable | Attainment | Realistic | Timely Company Details Established back in 2013, the brand Kiara Designs fall under the category of Apparel/Lifestyle Brands. Its primary products include clothes, bags, phone pouches, shoes and other related items. Each creation at Kiara is a piece of art, inspired by the

Vision and Mission

560 words - 3 pages EXECUTIVE SUMMARY I am presenting this report on brand loyalty and promotional mix, starts with the rational behind preparing the report, objective, a brief history of the brand and covers a wide variety of topics, such as making of the brand, product offerings, brand portfolio, customer perceptions, hr policy, advertisement strategy,etc. All this research is then followed by a survey which reveals

Brand Audit Mortein

1730 words - 7 pages Brand Audit Report: MORTEIN [Year] hynix computer [Pick the date] Declaration Hereby I, Rauha Rafiq, declare that this research report is my own original work and that all sources have been accurately reported and acknowledged, and that this document has not previously in its entirety or in part been submitted at any university in order to obtain an academic qualification. Abstract The main question addressed in this research

User Manual

1928 words - 8 pages Welcome Dear Beetel Customer, Thank you for choosing Beetel "BG60" HSDPA Datacard. With this manual, you can acquire a full understanding of the usage of this datacard. Beetel Teletech LTD © 2011. All rights are reserved. No part of this document may be reproduced without permission. All trademarks and brand names mentioned in this publication are property of their respective owners. While all efforts have been made to ensure the accuracy

Related Essays

Fashion Retailing M1 Write A 500 Word Report Documenting Your Suggestions For The Ideal Collaboration For Either Topshop Or Top Man Or Brand Extension

580 words - 3 pages , showcasing new menswear design as well as Topman Design collection. It would be a great idea for Topman to collaborate with A.P.C as it will increase value of the brand to the average Topman consumer, create a whole new brand experience and grow profitability. A.P.C ‘ s and Topman’s average customer are slightly different. Topman aim to sell their clothes to males aged from 15 to 25 with a limited budget on the other hand A.P.C’s target market

Global And China Graphics Card Industry 2014 Market Research Report

1137 words - 5 pages Global and China Graphics card Industry 2014 Market Research Report The report firstly introduced Graphics card basic information included Graphics card definition classification application industry chain structure industry overview; international market analysis, China domestic market analysis, Macroeconomic environment and economic situation analysis and influence, Graphics card industry policy and plan, Graphics card product specification

Electronic Payment Essay

1116 words - 5 pages monthly payment cycle. Following are the actors in the credit card system. • The card holder - Customer • The merchant- seller of product who accept credit card payments. • The card issuer bank - card holder's bank • The acquirer bank - the merchant's bank • The card brand - for example , visa or MasterCard Credit card payment process STEP DESCRIPTION 1 Bank issues and activates a credit card to customer on his/her request. 2 Customer

India Credit Cards Usage Analytics Essay

578 words - 3 pages payment against the outstanding balance, but beyond this the customer can choose how much of the bill he wishes to repay, up to and including 100% of the balance outstanding. Any balances that are not repaid within the interest-free period offered by the card incur interest at the rate advertised by the card issuer. A revolving credit card may or may not be linked to a customer bank account. The report "India Credit Cards Usage Analytics: 2009 to