Brand awareness is so important despite the fact that its almost impossible to track, it should never be underestimated!
Yep, it helps to market products that people actually recognize instead of a product that no one recognizes - not that you can't make sales with these kinds of products.
There's an intrinsic value with a brand. Thus, a premium should be tagged when one takes the time and resources to createa an impressionable icon.
Of course it's very important and also a long task.You need to do lots of things to keep your image.In a word,all for customer and customer first.Only then can you keep a good brand and imagine all the time.
Ohhhhh, as a marketer and advertiser, I likey this subject. It brings out the fucking nerd in me. Eh, I'd rather vote for advertising. It gives benefits and sales of a particular product. Can branding? I saw the Nike name plastered somewhere, I forgot where, but it quickly went out of my mind. It's like I thought to myself after seeing it: Yeah, and? And ad with a picture of a pair of nice-looking shoes, and benefits on why I should buy it would grab people's attention more. Branding is highly overrated, and, in many cases, a waste of money. But, hey, maybe I am missing something here???
Branding overrated? What marketing education did you have? When you're standing in a sports store - looking for running shoes, let's say you have two theoretical options: 1) Nike shoes - $150 2) Asics shoes - $143 The ONLY factor at that point is your ideas towards these brands, and the price - and the shop assistant's view on these brands. Wouldn't you consider paying $7 more for real NIKE shoes? Same thing when buying a car. Two perfectly comparable cars: one with a Mazda badge, one with a BMW badge. Make the BMW 10% more expensive - and a majority of people would still prefer it over the Mazda. Branding unimportant in the big scheme? No way! In the small scheme of your online business: maybe. But: I run a lingerie blog (the biggest and most-read one on the web). I don't have a high Pagerank, I don't have an awesome design - but the fact that industry leaders ALL know my site gets me into all conferences, gets me loads of information BEFORE loads if insiders know them, and gets me advertisers who want to be associated with our brand. Obviously there's loads of other examples - but your statement is a little silly
Ohhh, a debate on this has started! Whoops, there's my fucking nerd side showing again. I get a lot of this from my readers, and I never tire of it. So many are so brainwashed with this "branding" crap. Yes, I would, but it is only because of the heavy advertising they have been doing for years. Branding had nothing to do with it. Their advertising showed what great shoes they have. Their advertising showed their sales. Their advertising showed their new shoes on the market. Their advertising STILL does this. People see the Nike brand on, say, the wall in a baseball park. Yeah, so? People see a text ad like this: Nike Men's Air Max T-Zone Running Shoes Great shoes you know and can trust, at a great price your wallet will appreciate! Comfort 5 out of 5 Fit/sizing 4.5 out of 5 Quality 5 out of 5 Value 4.5 out of 5 Performance 4.5 out of 5 2 of 2 (100%) customers would recommend this product to a friend. And let's not forget of all the great commercials they have done. Sorry, I know many here disagree, but the fact of the matter is branding is overrated. Practically all of the time it is sales and reminding us of the benefits of a product via ads is what brings us in. What can this do for me? Many already know, but, peole being people, they STILL have to be shown. Very, VERY few will buy just because they see a name.
You folks really need to stop answering threads that are designed to raise some dipshits thread count so he can start spamming us. @Jinx3000 thanks for having a clue Nigel
Now THAT was funny! I nearly fell out of my chair and landed on the cat. You have shit filling the space between your ears rather than brain matter, but I still have to thank you for that one. *pats Nigel on the head*
Seriously, you are unaware of the relationship between advertising (short term) and branding (long term)? This is not a theory. This is proven, and the marketing department at Nike surely knows about it.
Thanks for showing the numbers on this. You're saying we are stupid, we have no clue, we have no real knowledge. Well - I myself have a master's in strategic communication - and I can tell you this: there's close to no scientific information on your side. Branding is a huge factor - and the proven correlation between it and advertising is strong - hence obviously making some of your statement correct... (The factors you are mentioning are PART OF the brand image in consumer's heads. Saying people KNOW and CHOOSE Nike thanks to all their advertising basicly is saying: Nike are geniuses in branding - which is true.)
Of course I an awre of the relationship between advertising short term and branding long term. That doesn't mean that I, and a lot of other marketers/advertisers both pro and novies, agree with branding. And, yes, of couse Nike knows about it. And??? Other than Nigel Lew, or whatever he calls himself at the moment, I didn't call anybody here stupid. Well, not yet. heh heh. However, you do have no clue, no real knowledge. Of course you disagree, so all I can say is sorry. *shrugs shoulders* Say what? The two are entirely different. I have to ask ya, and I am not being a smartass here, but do you know the difference between advertising and branding? Unless I am not understanding you correctly.
All you're using in your favor however is YOUR AUTHORITY. That's not the strongest argument, PhilipR. You treating people like idiots might be fun for you - but I assume I'm younger, yet more succesful than you - and I assume I have more theoretical knowledge when it comes to marketing as well. Once again - I've been the only one actually talking about branding and advertising here. All you're doing is saying: "you're all idiots and I know branding means nothing". Well, I've given you two valid examples of what branding means in real life, hard dollars - and you have yet to respond to them. You've spent a lot of words claiming knowledge - but you have yet to convince me. (before you hit the reply button: I'm not interested in hearing you don't need to convince me, and that you feel sorry for me not taking your word as serious as I would Nike's head of marketing - please do reply with something relevant, though)
Nike is such a beautiful example I'm pretty sure you're not understanding me correctly. Nike's advertising hardly EVER mentions prices. It hardly EVER compares to competitors. It hardly EVER even talks about specific products. Over 75% of Nike's advertising spent is done on brand awareness - even their TV commercials and full-page ads in magazines in the US (even more than in Asia, for example). The fact you don't SEE this as branding is either ignorance or a lack of knowledge. The Nike people themselves know damn well why they spend millions on brand awareness: they've seen the results. Underlying brand awareness strengthens specific advertising, by the way. Another scientifically proven concept. I suggest you read a book.
Guess again. But this isn't high school where we are in the hall showing how tough we are. If you think you are more successful, well, ok, you are. Okay, I'll say it to you for the first time: For you to say that, makes you an idiot. Are you happy now? Read post #10. I have clearly taken the time to show why branding is overrated. Nowhere did I call anybody stupid. Naive, brainwashed, not thinkng properly....yes. If you equate that with stupidity, well, again, you'd be wrong. Aren't you tired of always being wrong? ~ But I am sure it is just a matter of time before some dumbass enters this thread, so... Well of course I am using my authority. Again, read post #10. If you can't get that, well, brother *chuckles* I just don't know what to say. And it isn't about this, "authority" anyway. God, man, it is just common sense. I don't know, but I am guessing that they do. Or they have their stores do it for them. Never thought of that one, have ya? But so what if they don't? They mention benefits, and whatnot. Hey, guess what? That's an......ad. THAT'S how we found out about Nike, and, other products. Hellooooooo??? THAT'S what has us buying products for the most part. THAT'S what prompts, sort of pushes us to buy, by using sales, telling benefits, announcing new products in their line, and, using good keywords in the sales copy. Rarely do people rush out to buy something because they see its name up on a wall, or whatever. lol come on, man, use your brain. Please. So...do you even know the difference bewteen advertising and branding? Well, never mind. It's not important. And calm down, this isn't a big deal. lol Jesus. I can't help it if you think you know about this subject, but you really don't. Let's just agree to disagree. Have a good day.
for what are you talking about though, are you a multi-million dollar company then yes, doing it on a site also makes sense but it isn't always key to your marketing scheme