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A brand is a collection of experiences and associations attached to a company, organization, product or service; more specifically, brand refers to the concrete symbols such as a name, logo, slogan, and design scheme. A brand  is a symbolic embodiment of all the information connected to a company, organization, product or service.
Brand recognition and other reactions are created by the accumulation of experiences and associations with the specific company, organization, product or service, both directly relating to its function, and through the influence of advertising, design, media commentary and word to mouth. A brand in turn serves to create associations and expectations. Ultimately "the brand" is any element which, in the minds of consumers or audience, differentiates a company, organisation, product or service from competitors.
A brand often includes explicit logos, fonts, color schemes, symbols, sound which may be developed to represent implicit values, ideas, and even personality.
The brand, and "branding" and brand equity have become increasingly important components of culture and the economy, now being described as "cultural accessories and personal philosophies".
Some marketers distinguish the psychological aspect of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service (wikipedia.com).
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Most Recent Branding Clips
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| Less Intrusive and New Online Ad Formats Perceived Most Positively by Consumers | clipped by: fuordigital
Less Intrusive and New Online Ad Formats Perceived Most
Positively by Consumers
The top five most popular (or least unpopular) Web ad formats are:
- Banners
- Skyscrapers
- Advergames*
- "Ghost" ads*
- Video ads & audio ads
The top five most popular (or least unpopular) Web ad formats are:
- Banners
- Skyscrapers
- Advergames*
- "Ghost" ads*
- Video ads & audio ads
| | 9/24/2008 2:18:15 PM |
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| Brand Awareness, Word-of-Mouth, and Customer Loyalty the Biggest Benefits of Social Networking Sites | clipped by: fuordigital
The greatest value of online communities is they increase word-of-mouth (35%), increase brand awareness (28%), bring new ideas into the organization faster (24%) and increase customer loyalty (24%), according to a survey of organizations using online communities.
The greatest obstacles to making a community work are not related to technology or funding, the study found; rather, getting people involved in the community (51%), finding enough time to manage the community (45%), and attracting people to the community (34%) were cited most:
| | 7/28/2008 3:59:20 PM |
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| Internet Nearly Twice as Influential as TV in UK, Germany, France | clipped by: fuordigital
The internet has almost double the influence of television in consumer decision-making in the UK, Germany and France, according to the Digital Influence Index (DII), a study of media consumption and online behaviors conducted by Fleishman-Hillard and Harris Interactive.
In all three countries the internet ranks as the most influential medium among internet users, with index scores of 44% in the UK, 45% in Germany, and 46% in France - or roughly twice the influence of the second-strongest channel, television, and about eight times the influence of printed media.
In the UK, 66% of online consumers say the internet helps them make better decisions (vs. 71% and 50% for Germany and France, respectively):
| | 7/19/2008 5:55:07 PM |
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| Online Researchers Planning to Buy Big-Ticket Items at a Higher Rate than All Adults | clipped by: fuordigital
Online researchers are also planning to buy big-ticket items at a higher rate than all adults, according to the research.
Moreover, since they want to make educated purchase decisions and also share search results with others, they become not only a potential customer but an influencer of others to purchase.
Almost half (49%) of all adults say word-of-mouth influences where they eat out; 42.6% say it influences electronic purchases; and 38% say groceries, making word-of-mouth a viable media option to consider.
About the data: BIGresearch’s syndicated Simultaneous Media Survey (SIMM) is focused on consumers to gauge their consumption across media, products and services. The SIMM monitors more than 15,000 consumers twice each year; the Dec. SIMM surveyed 15,727 participants. BIGresearch also conducts the Consumer Intentions and Actions Survey (CIA) of more than 7,500 consumers monthly.
| | 6/30/2008 5:19:39 PM |
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| What Brand Advertisers Can Learn from the Presidential Hopefules | clipped by: fuordigital
What Brand Advertisers can learn from the Presidential Hopefuls
Revisiting the spending and donation numbers reported by the Washington Post in late March (Matthew Mosk, 3/29/08), and now knowing the outcome of the race between Obama and Clinton, it seems that Clinton’s stronger ROI did not translate to a successful overall campaign. If we think of the campaign contribution as the political equivalent of a click or an acquisition, Obama’s less favorable ROI may point to the effectiveness of branding and community-building online.
Although Obama “gravitated towards performance-based ad buys” (Kate Kaye, ClickZ, 5/29/08), the imbalance between donations and money spent and the actual outcome at the polls demonstrates that it’s not only conversions that matter. In fact, clicking on an Obama ad doesn’t even lead to a donation solicitation, rather to an invitation to join his community, receive emails, or learn more.
| | 6/12/2008 7:49:08 PM |
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| Effect of Online Addition to Television Campaign | clipped by: fuordigital
Dynamic Logic has conducted more than 40 CrossMedia studies to date, measuring
various combinations of online, television, radio, print and cinema advertising.
For Beyond the Click, Dynamic Logic examined ten studies in which television and
online advertising could be isolated. The averaged results yield insight as to the
merit of advertising synergy and the relative strengths of the media against
specific objectives.
The results demonstrate the opportunity for advertisers to use television and
online advertising synergistically, and the value of learning the specific
strengths of different vehicles for their brands.
| | 6/12/2008 5:42:53 PM |
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| Media Work Best Together - Online is a Booster on All Key Awareness and Persuasion Metrics | clipped by: fuordigital
Media Work Best Together, Playing Different Roles in Driving the Consumer Purchase Process
For this analysis, Dynamic Logic isolated the impact of TV advertising, then assessed online's contribution in addition to TV, and finally looked at magazines added to the online and TV combination. The chart below summarizes the increases in brand metrics from media combinations over the levels represented by TV alone. The study compared people who had the opportunity to see only TV advertising with those who had the opportunity to see TV in combination with other media. For example, online advertising represents the increased impact of online display advertising combined with TV (+3.7 percentage points for aided brand awareness). The magazine values represent the (positive) change in each metric produced by adding magazine advertising to TV and online using the same approach.
Online is a booster on all key awareness and persuasion metrics
| | 6/12/2008 5:40:42 PM |
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| Mobile Ads Increase Awareness in Film Title 19.3% | clipped by: fuordigital
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Case Studies
Mobile Ads for "The Golden Compass" Film Demonstrate
Branding Impact of Mobile Advertising
To raise awareness of and intent to see the film "The Golden Compass,"
New Line Cinema launched a marketing campaign that included a mobile
component provided by Greystripe, the world's first ad-supported mobile
game and application distributor.
Dynamic Logic, A Millward Brown Company, was commissioned to measure the
overall impact of New Line's mobile branding efforts for the film.
Results support that mobile WAP sites are effective in influencing a
highly-engaged audience, particularly when advertising new movies.
Click here to read full case study - .PDF
More Case Studies
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| | 6/12/2008 5:34:18 PM |
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| Search Listings have Significant Branding Impact | clipped by: fuordigital
Search listings have significant branding impact - study
Using Honda as the test brand and ‘fuel-efficiency’ as the test brand attribute, the Google-sponsored study focused on consumers that were at an early stage in the process of selecting and buying a car.
It used eyetracking and a survey of the participants to evaluate various search positions’ branding effect.
It found that when Honda appeared at the top of the paid search and organic rankings, consumers were 16% more likely to think of the manufacturer’s cars as fuel efficient than when its brand didn't appear on the page.
Participants were also 42% more likely to recall Honda if it was highest in both listings, rather than just top in the organic rankings.
| | 6/12/2008 5:29:27 PM |
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| Internet Influencing Purchase Decisions | clipped by: fuordigital
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The Internet And Consumer Purchasing Decisions (selected products among all respondents who purchased product in prior year)
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Product Purchased
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Action
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Music
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Cell Phone
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Real Estate
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Percent who use the internet in product research
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56%
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39%
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49%
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Percent who said online information had a major impact on the decision
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7
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10
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11
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Percent who made the purchase online
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22
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12
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n/a
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Percent who posted a rating or comments online after purchase
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5
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3
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4
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Source: Pew Internet & American Life Project Survey report, May 2008
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| | 6/5/2008 8:06:09 AM |
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| 43% of Brand Marketers at iMedia Brand Summit Getting Digital Budget from Television | clipped by: fuordigital
At the 2008 iMedia Brand Summit in Coconut Point, Fla., the interactive industry's leading marketers were polled on many of the topics that shape the digital landscape. Here are the full results of that survey.
Editors note: Each graphic breaks down responses horizontally to indicate answers expressed by brand marketers on the top bar and other industry leaders -- including publishers and web technology experts -- on the bottom bar.
| | 6/3/2008 2:24:28 PM |
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