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The [brand] connected consumer | Tiffany White | TEDxUIUC
 
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Tiffany White tells a cautionary tale about the modern, connected consumer. Tiffany Barnett White is Associate Professor of Business Administration and Bruce and Anne Strohm Faculty Fellow at the University of Illinois, College of Business. She joined the faculty at Illinois in 1999 and received a Ph.D. in marketing from Duke University in 2000. Professor White is a consumer psychologist with research interests in the area of consumer-brand relationships. Her research addresses affective, cognitive, and behavioral aspects of these relationships, including self-brand attachments and the development and deterioration of consumer trust. Her research has been published in top journals in marketing and consumer psychology. She is married and the mother of two children. http://www.business.illinois.edu/facultyprofile/faculty_profile.aspx?ID=135 This talk was recorded at TEDxUIUC 2011 (02/19/11), which was organized at the University of Illinois at Urbana-Champaign by a group of students led by Cristian Mitreanu. http://www.tedxuiuc.com About TEDx, x = independently organized event In the spirit of ideas worth spreading, TEDx is a program of local, self-organized events that bring people together to share a TED-like experience. At a TEDx event, TEDTalks video and live speakers combine to spark deep discussion and connection in a small group. These local, self-organized events are branded TEDx, where x = independently organized TED event. The TED Conference provides general guidance for the TEDx program, but individual TEDx events are self-organized.* (*Subject to certain rules and regulations) http://www.ted.com
Views: 13043 TEDx Talks
Branding | Marketing | Positioning | Consumer Behaviour  Part 2 | Dr  Vivek Bindra
 
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In this video Dr Vivek Bindra explains about Consumer Behaviour. He explains in details about how a businessman can improve his sales by understanding the consumer behaviour. He shares different case studies in this video to explain about consumer behaviour. Watch this video till the end to know all the details. To Attend a 4 hour Power Packed “Extreme Motivation & Peak Performance” Seminar of BOUNCE BACK SERIES, Call at +919310144443 or Visit https://bouncebackseries.com/ To attend upcoming LEADERSHIP FUNNEL PROGRAM, Call at +919810544443 or Visit https://vivekbindra.com/upcoming-programs/leadership-funnel-by-vivek-bindra.php Watch the Leadership funnel Program Testimonial Video, here at https://youtu.be/xNUysc5b0uI Follow our Official Facebook Page at https://facebook.com/DailyMotivationByVivekBindra/ and get updates of recent happenings, events, seminars, blog articles and daily motivation.
What is Branding?
 
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Facebook: https://www.facebook.com/NorwichBSchool Twitter: https://twitter.com/NorwichBSchool This video was produced in 2011 by the MSc Brand Leadership team at Norwich Business School, University of East Anglia. The course was the first of its kind in the world and has attracted students from 23 countries including Japan, USA, Singapore, Taiwan, UK, India and China - to name but a few.
Views: 1453363 NorwichBSchool
BRAND EQUITY @ NIKE: BUILDING NEW CONSUMER EXPERIENCES
 
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NIKE: BUILDING NEW CONSUMER EXPERIENCES
Views: 2669 ET NOW
What is BRAND EQUITY? What does BRAND EQUITY mean? BRAND EQUITY meaning, definition & explanation
 
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✪✪✪ I MAKE CUTE BABIES ✪ https://amzn.to/2DqiynS ✪✪✪ What is BRAND EQUITY? What does BRAND EQUITY mean? BRAND EQUITY meaning - BRAND EQUITY definition - BRAND EQUITY explanation. Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. Brand equity is a phrase used in the marketing industry which describes the value of having a well-known brand name, based on the idea that the owner of a well-known brand name can generate more money from products with that brand name than from products with a less well known name, as consumers believe that a product with a well-known name is better than products with less well-known names. Brand equity refers to the value of a brand. In the research literature, brand equity has been studied from two different perspectives: cognitive psychology and information economics. According to cognitive psychology, brand equity lies in consumer’s awareness of brand features and associations, which drive attribute perceptions. According to information economics, a strong brand name works as a credible signal of product quality for imperfectly informed buyers and generates price premiums as a form of return to branding investments. It has been empirically demonstrated that brand equity plays an important role in the determination of price structure and, in particular, firms are able to charge price premiums that derive from brand equity after controlling for observed product differentiation. Some marketing researchers have concluded that brands are one of the most valuable assets a company has, as brand equity is one of the factors which can increase the financial value of a brand to the brand owner, although not the only one. Elements that can be included in the valuation of brand equity include (but not limited to): changing market share, profit margins, consumer recognition of logos and other visual elements, brand language associations made by consumers, consumers' perceptions of quality and other relevant brand values. Consumers' knowledge about a brand also governs how manufacturers and advertisers market the brand. Brand equity is created through strategic investments in communication channels and market education and appreciates through economic growth in profit margins, market share, prestige value, and critical associations. Generally, these strategic investments appreciate over time to deliver a return on investment. This is directly related to marketing ROI. Brand equity can also appreciate without strategic direction. A Stockholm University study in 2011 documents the case of Jerusalem's city brand. The city organically developed a brand, which experienced tremendous brand equity appreciation over the course of centuries through non-strategic activities. A booming tourism industry in Jerusalem has been the most evident indicator of a strong ROI. While most brand equity research has taken place in consumer markets, the concept of brand equity is also important for understanding competitive dynamics and price structures of business-to-business markets. In industrial markets competition is often based on differences in product performance. It has been suggested however that firms may charge premiums that cannot be solely explained in terms of technological superiority and performance-related advantages. Such price premiums reflect the brand equity of reputable manufacturers. Brand equity is strategically crucial, but famously difficult to quantify. Many experts have developed tools to analyze this asset, but there is no agreed way to measure it. As one of the serial challenges that marketing professionals and academics find with the concept of brand equity, the disconnect between quantitative and qualitative equity values is difficult to reconcile. Quantitative brand equity includes numerical values such as profit margins and market share, but fails to capture qualitative elements such as prestige and associations of interest. Overall, most marketing practitioners take a more qualitative approach to brand equity because of this challenge. In a survey of nearly 200 senior marketing managers, only 26 percent responded that they found the "brand equity" metric very useful.
Views: 15019 The Audiopedia
How to create a great brand name | Jonathan Bell
 
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Ever wondered why companies like Apple, Uber and AirBnB are so easily identified in a sea of advertising? Jonathan Bell gives step-by-step advice on how to create a lasting brand name. TEDArchive presents previously unpublished talks from TED conferences. Enjoy this unedited talk by Jonathan Bell. Filmed at TEDUniversity in 2016.
Views: 715651 TED Archive
The Influence of Brand Equity to Consumer Loyalty (Video Presentation)
 
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A video presentation created by the researchers of Our Lady of Fatima University regarding to the topic of The Influence of Brand Equity to Consumer Loyalty. Other researchers may use the video if needed. @Copyright 2016
Views: 43 aiyah tot
Branding and the Power of the Consumer
 
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http://www.risingabovethenoise.com Award-winning brand identity designer David Brier develops what people respond to. Making something breakthrough is great, as long as it breaks through and rises above the noise. This tells the story of a consumer's viewpoint and WHY we do what we do in branding.
Views: 3305 David Brier
Brand Identity - Elements, Importance & Examples (For The Digital Era)
 
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Buy my book today! http://bit.ly/bestbrandingbook Check out my Podcast: https://anchor.fm/caffeinated-content Contact me: http://www.edwindearborn.com/contact/ Connect with me on LinkedIn: https://www.linkedin.com/in/edwindearborn/ Brand Identity - Elements, Importance & Examples (For The Digital Era) The last decade (or hell, just the last five years) has seen an incredible shift in the way companies market their products; with social media, robust search engines, and access to mobile technology, we're literally drowning in content-most of which slips right under the radar. And yet, content marketing is one of the main drivers of businesses today. It's a puzzling scenario for sure, but the simple explanation is that businesses succeeding in marketing are those with a clear, undeniable perspective...or in other words, a strong brand. The next step is to create the look, feel, and voice of the brand that will be carried through all marketing channels - from the website, to social media, advertisements, and packaging. A brand's visual vocabulary will be reflected in your colors, fonts, logo and overall style. You must implement several strategies to help grow brand awareness and strengthen the brand. It builds a robust social media presence using all of the appropriate channels to communicate directly with the desired target audience whether on Facebook, LinkedIn, Pinterest, Twitter, YouTube or Instagram. The agency creates a PR strategy that provides placements in the right channels, such as trade journals, mass consumer publications, television and print interviews. Customer experience is now considered a key metric to measure brand success. Those that promise compelling experiences are the ones graduated from building long-lasting customer relationships. Every opportunity a user gets to interact with the brand is an opportunity for the business owner to enhance brand image. Whether it is the virtual interaction afforded by digital technologies or face-to-face interaction, it is the positive user experience that can strengthen the user’s bond with the brand. The brand is not synonymous with the logo or a website anymore. It is more about tone, visuals, and behaviors. When these three components stand true to the core brand message, customers not only enjoy consistent user experience but also develop an affinity towards the brand. Today, brands cannot do without their digital presence. Subscribe to my YouTube channel. ​
Views: 49 Edwin Dearborn
What is BRAND MANAGEMENT? What does BRAND MANAGEMENT mean? BRAND MANAGEMENT meaning
 
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✪✪✪ I MAKE CUTE BABIES ✪ https://amzn.to/2DqiynS ✪✪✪ What is BRAND MANAGEMENT? What does BRAND MANAGEMENT mean? BRAND MANAGEMENT meaning - BRAND MANAGEMENT definition - BRAND MANAGEMENT explanation. Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. In marketing, brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand. A brand manager would oversee all of these things. In 2001, Hislop defined branding as "the process of creating a relationship or a connection between a company's product and emotional perception of the customer for the purpose of generating segregation among competition and building loyalty among customers." In 2004 and 2008, Kapferer and Keller respectively defined it as a fulfillment in customer expectations and consistent customer satisfaction. Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product (see: Brand equity). Based on the aims of the established marketing strategy, brand management enables the price of products to grow and builds loyal customers through positive associations and images or a strong awareness of the brand. Brand management is the process of identifying the core value of a particular brand and reflecting the core value among the targeted customers. In modern terms, brand could be corporate, product, service, or person. Brand management build brand credibility and credible brands only can build brand loyalty, bounce back from circumstantial crisis, and can benefit from price-sensitive customers. Brand orientation refers to "the degree to which the organization values brands and its practices are oriented towards building brand capabilities". It is a deliberate approach to working with brands, both internally and externally. The most important driving force behind this increased interest in strong brands is the accelerating pace of globalization. This has resulted in an ever-tougher competitive situation on many markets. A product's superiority is in itself no longer sufficient to guarantee its success. The fast pace of technological development and the increased speed with which imitations turn up on the market have dramatically shortened product lifecycles. The consequence is that product-related competitive advantages soon risk being transformed into competitive prerequisites. For this reason, increasing numbers of companies are looking for other, more enduring, competitive tools – such as brands. Brand management aims to create an emotional connection between products, companies and their customers and constituents. Brand managers may try to control the brand image. Brand managers create strategies to convert a suspect to prospect, prospect to buyer, buyer to customer, and customer to brand advocates. Even though social media has changed the tactics of marketing brands, its primary goals remain the same; to attract and retain customers. However, companies have now experienced a new challenge with the introduction of social media. This change is finding the right balance between empowering customers to spread the word about the brand through viral platforms, while still controlling the company's own core strategic marketing goals. Word-of-mouth marketing via social media, falls under the category of viral marketing, which broadly describes any strategy that encourages individuals to propagate a message, thus, creating the potential for exponential growth in the message's exposure and influence. Basic forms of this are seen when a customer makes a statement about a product or company or endorses a brand. This marketing technique allows users to spread the word on the brand which creates exposure for the company. Because of this, brands have become interested in exploring or using social media for commercial benefit.
Views: 14992 The Audiopedia
Consumer Image Stereotypes
 
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English Project Video- Andrew Music- Mark Top Quality Acting: Jackie, Aaron
Views: 60 andrewsmith75
Decoding the complexity of the consumer-based brand equity process: Dr Kalliopi Chatzipanagiotou
 
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Dr Kalliopi Chatzipanagiotou, Lecturer in Marketing, talks about her research on Decoding the complexity of the consumer-based brand equity process. http://www.gla.ac.uk/schools/business/staff/kalliopichatzipanagiotou/ http://www.gla.ac.uk/schools/business/research/centres/marketing/ http://www.gla.ac.uk/schools/business/research/ http://www.gla.ac.uk/schools/business/ https://twitter.com/ASBSresearch
Consumer identity
 
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Self identity
drinktec 2017 - brands and marketing
 
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Beverage manufacturers are constantly canvassing customers with new methods at the point of sale. The classic neon lamp is dead - long live the LED! Pim Dekkers, Sales Manager, Dekkers"LED is the future. LED is environmentally friendly, durable, and we also believe it is aesthetically much better than other lighting techniques.Our customers are above all the visitors at drinktec, meaning breweries, soft drinks and spirits producers who use it themselves and in catering. "The branding of modern dispensing equipment immediately reveals which beer is being tapped here.The "Innovation Flow Lounge" is a source of inspiration for the topics of promotion, brand and marketing.The industry experts know what is required for a successful brand identity. Luitpold Prince of Bavaria, Owner, King Ludwig Schlossbrauerei Kaltenberg"Firstly, you need a consistent identity, to place your advertising media, all your stuff, in different markets. Secondly, you need to know your target group well, to give the target group exactly what it wants. And lastly, the product that you want to sell must appeal to them. It’s no good if they just look at it. "Whether it's a PET bottle or a glass bottle. For a successful brand image, the recognition value of the product is of immense importance, to distinguish itself from competitors. The producer Crown is banking on the clever can. Matt Twiss, Marketing Director, Crown "The idea here is the Point of Consumption. The Point of Sale is very important from the retail perspective where the consumer makes the choice to buy the products. But this allows the brand to interact with the consumer at the physical point of consumption." Glassware specialist Sahm is presenting solutions for successful beverage marketing. Individual customer wishes make the glass an eyecatcher. Whether promotion, point-of-sale solutions or marketing. The complete package is rounded off by a high-class online presence and the right portion of social media.Maria Seywald, Social Media Manager, Krones"Our customers are quite well positioned regarding marketing online. We notice it especially with brewers, who are hugely active, with whom we’re often in touch. Like American brewers for example a lot on Twitter. Now our “competitive companions”, as we like to say, are gradually joining up, too. In 2010 when we started we were sort of the trailblazers. Meanwhile we are all active. I would say that it is definitely becoming more. No one can push ahead anymore." Addressing customers at the right time with the right product. drinktec 2017.
Views: 349 drinktec
Consumer Brand Sabotage
 
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Video on our paper in the Journal of Marketing, May, 2016: When Consumers Wreak Havoc on Your Brand: The Phenomenon of Consumer Brand Sabotage
Brand Keys Methodology
 
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Consumer decision-making is more emotional than rational and the Brand Keys methodology "fuses" the two. Brand Keys specializes in brand equity and engagement metrics that help brands know what to do as they go forward into the future. These easy-to-read metrics have been proven to be predictive of in-market performance, and correlate very highly with sales and profitability. We believe the success of this methodology is due to its foundation in psychology, allowing us to get beneath the radar to understand the real consumer Ideal, allowing brands to measure the impact of any media, marketing or communications initiative.
Views: 1059 key2loyalty
[Speicial Interview] How to strengthen LG's brand image?
 
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Mr. Ma Chang,VP for marketing and strategy of LG mobile communications, shared its vision on how to strengthen LG's brand image in global market during the special interview at MWC 2008.
Views: 719 avingusa
बिना खर्चा किये Brand Viral कैसे करें | Must Watch 5 Tips By Dr Vivek Bindra |
 
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In this Video, Dr. Vivek Bindra reveals the secret of Brand Equity, Brand Positioning and its significance. He states the importance of brand significance and brand preference. He poignantly outlines the difference in brand equity of 2 iconic leaders in this country namely, Rahul Randhi and Narendra Modi. He highlights how both leaders have their cult status and how regional branding also plays a pivotal role in elections. He compares the brand positioning of 2 leading soft drink giants in India, namely Coke and Thums Up and points out the difference in their brand positioning. He also clarifies his branding and positioning status in the market. Watch this iconic video in full to know more. To Attend a 4 hour Power Packed “Extreme Motivation & Peak Performance” Seminar of BOUNCE BACK SERIES, Call at +919310144443 or Visit https://bouncebackseries.com/ To attend upcoming LEADERSHIP FUNNEL PROGRAM, Call at +919810544443 or Visit https://vivekbindra.com/upcoming-programs/leadership-funnel-by-vivek-bindra.php Watch the Leadership funnel Program Testimonial Video, here at https://youtu.be/xNUysc5b0uI Follow our Official Facebook Page at https://facebook.com/DailyMotivationByVivekBindra/ and get updates of recent happenings, events, seminars, blog articles and daily motivation.
Trust is the most important thing you sell - consumer trends, sales, brand and marketing speaker
 
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http://www.globalchange.com Trust, corporate image, brand, reputational risk, managing public relations. For banks and insurers trust is all you have to sell. Why consumer confidence and client relationship really matters. Why trust and business reputation takes 25 years to build yet can be lost with negative media in a day. Marketing, advertising messages. Negative media coverage. Conference keynote speaker and Futurist Dr Patrick Dixon.
dotmagazine meets ...Thede Loder: BIMI – Controlling Brand Image Online
 
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BIMI – or Branded Indicators for Message Identification – is an industry standardization effort that brands and Email Service Providers will love, according to Thede Loder, from the Authindicators Working Group. Thede Loder is Senior Director, Product at Agari Data, Inc., a leader in Advanced Email Threat Protection. Thede has over 25 years of experience engineering, launching, and securing consumer and enterprise Internet applications, and is the former CEO and Founder of Boxbe, Inc. and Leverage Information Systems, Inc.
Views: 54 eco Verband
Huawei Consumer Brand Song: Dream It Possible
 
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Get inspired and #MakeitPossible with Huawei's new brand song, Dream it Possible sung by Delacey! A song about the power of dreams to shape our lives and inspire our futures. Huawei is supporting the dreamers, helping them to connect, create and inspire. Dream it Possible was written by Andy Love and recorded in London at Abbey Road Studios.
Views: 147931 Huawei Mobile PH
The Attributes of the Brand = The Attributes of Consumer | Bruce Turkel
 
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A good brand makes people feel good. A great brand makes people feel good about themselves. What do you need to do? Start looking for opportunities to take your brand value and give to your customer. People will understand who you are, what you do and why you are important to them. Bruce has created valuable brands for over 25 years. He works with the world’s most compelling brands, including Hasbro, Amex, Charles Schwab, Citicorp, Discovery Networks, Bacardi, HBO, Canyon Ranch, and more. He’s an author, musician, artist, runner, and speaker. Learn more about the Turkel brand here https://bruceturkel.com/ And follow him on social media Facebook: https://www.facebook.com/bruce.turkel Twitter: https://twitter.com/BruceTurkel/ LinkedIn: https://www.linkedin.com/in/bturkel YouTube: https://www.youtube.com/user/bruceturkel Instagram: https://www.instagram.com/bruceturkel/ Thank you for watching and subscribe!
Views: 56 Bruce Turkel
Brand Equity - Emotions behind the consumer buying decisions
 
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Brand Equity - Emotions behind the consumer buying decisions
Views: 400 ET NOW
Consumer Behaviour - What is Brand Personality?
 
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Hello all! This is a group video presentation for Consumer Behaviour unit BMA262. All clips and music are for fair use and educational purpose. Editing: Sanchit Paul Narration and Script: Michael Zou, Yiorgo Mellas, Sanchit Paul, Wenhao Qian, Sarah Molnar and Lydia Newton
Views: 1084 Harrison Thomas
The greatest TED Talk ever sold - Morgan Spurlock
 
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Sign up for our newsletter and never miss an episode: http://bit.ly/TEDEdNewsletter With humor and persistence, filmmaker Morgan Spurlock dives into the hidden but influential world of brand marketing on his quest to make a completely sponsored film about sponsorship. (And yes, onstage naming rights for this talk were sponsored too. By whom and for how much? He'll tell you.) Talk by Morgan Spurlock.
Views: 3949028 TED-Ed
Consumer / Brand Relationships Through Community Impact
 
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Impact Driven Commerce
Views: 110 HelpFirst.com
What Is A Consumer Brand?
 
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Marketing a product that is well known and bought by individual people rather than companies the group's strategy to focus on strong consumer brands. What is consumer brand engagement? Quoraconsumer brandingconsumer and retail brands entrepreneur. More than ever jul 29, 2014 we also wanted to hear from consumers, so asked fans vote for their favorite brands on facebook and twitter. It's a form of relationship jul 10, 2012 consumers react to interactions with brands based on the reasons they liked brand in first place. Some you love, others just use regardless of category, consumers now expect their brands to be connected experiences, responding individual needs and context. Consumer brand definition from financial times lexicon. Consumer brand definition in the cambridge english dictionary. A mirror trumps a marketing text book. Based on the tallied results definition of consumer brand identification a psychological state in consumer's mind perceiving, feeling and valuing belongingness with our marketing team is passionate group global communications specialists media relations, storytelling, strategy, content oct 6, 2016 consumers today will engage much deeper relationship their favorite brands than most marketers realize, according to new are you looking for creative agency handle your business' retail marketing? Contact stradigys see how we can exceed expectations!. Jul 30, 2013 they are the most innovative consumer and retail brands that exist. Talk to the real person you see in. Definition of consumer brand from the cambridge business english dictionary university press)a for goods bought by public rather than businesses. Building a better consumer brand relationship edelman. Googleusercontent search. Successful branding is what creates the lasting recognition among apr 13, 2017 consumers are only aware of a limited information about brand when they thinking making decisions. We conceptualize 'consumer brand engagement' (cbe) and develop validate a cbe scale Exploring in nomological net suggests involvement acts as the purpose of this paper is to investigate relationships between congruity consumer values, identification, commitment, word awareness refers extent which customers are able recall or recognise. Consumer brands & retail marketing consumer brand engagement in social media conceptualization the role of identification building awareness wikipedia. In short, they are innovative businesses that go far beyond our local consumer brand meaning, definition, what is a for goods bought by the public r learn more branding combination of an organization or product's image, familiarity and reputation. Here is the brand perception consumer engagement covers something that proves to be extremely important both consumers and brands they use. What is consumer brand identification and marketing bursonmarsteller. Brand awareness is a key consideration in consumer behavior, the article examines phenomenon of brand sabotage where consumers have turned
Views: 3 Your Question I
Become a Brand | 12 Things Healthcare Must Achieve
 
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Patients are consumers, and it is ever more critical to treat the patient, not the condition. As with other consumer-based retail transactions, brand image is critical. Consumers must feel a trust and connection with their providers. They want to receive their product or service, in this case, care, from the entity whom they perceive to be the best.
Views: 20 Intalere
Building Brand Equity Through Marketing Automation. IO Integration
 
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Your brand is everything. Join your enterprise marketing, brand communications, and advertising production management peers to see how top brands are using marketing automation technologies and production best practices to boost sales and customer loyalty while reducing costs. Learn how to take control of your brand across channels — mobile, social, print, web, video — from local, targeted campaigns to global media.
Views: 669 IO Integration
Brand Keys Strategic Brand Equity Engagement
 
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Building brand equity is the reason behind whatever brands do in the marketplace, from products to promotions to messages and their placement. But what is brand equity, and how should it be measured? Watch and see how Brand Keys helps clients understands where their category-gold lies, and how to focus any efforts according to what consumers want and expect most.
Views: 976 key2loyalty
Quantitative measurement of consumer confusion regarding visually similar brands
 
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At Keio University, Professor Takuya Satomura, in the Faculty of Business and Commerce, is researching scientific methods for evaluating consumer behavior, marketing strategy, marketing mix, and customer strategy. "Recently, our group has been focusing especially on utilizing visual data in marketing research. Today, I'd like to talk about some of the research methods we've developed." Nowadays, a great many leading brands and copycat brands are seen in and outside Japan. When two brands are visually similar, consumers are likely to get the brands confused, and lawsuits may arise as a result. So, there's a strong demand for methods that objectively assess whether visual similarity makes consumers confuse brands. Accordingly, Professor Satomura has developed methods to measure, assess, and predict how much consumers will confuse brands that have visually similar product packages. This has been achieved by combining experimental methods with image processing technology. "In typical research until now, measurement has been done by presenting consumers with copycat brands and the original brand. With that method of measurement, consumers have a comparatively long time in which to judge the brands. But when we think about how consumers actually behave, especially in shops, consumers make judgements in a shorter time, taking just a few seconds." Professor Satomura uses a method called the triangle test, where people are shown a package, plus two similar ones. Consumers are asked to choose the one that's different. To replicate conditions in an actual store, the packages are shown for 0.3 seconds. Consumers say which goods they think are different in that very short time, and the time they take to respond is measured. "When something is shown for an instant to get a response, if people are confident, they can respond right away, but if people aren't confident, they can't make up their minds. It's known that, in a test that measures reaction times like that, the faster people respond, the more accurate their judgement is." The analysis is done by combining data obtained from such consumer tests with data on how similar the package colors and shapes are, which is obtained using image processing technology. "We combine two types of information: the degree of confusion obtained from consumer tests and the degree to which images are similar. To do that, we utilize reaction models used in mathematical psychology, called competing accumulator models. The idea was to identify what kind of information makes consumers confuse packages." To assess the degree of confusion using prediction results, a three-tiered metric can be used, namely, "copy alert", "copy watch", and "copy safe". "Until now, this type of analysis method based on human perception mechanisms hasn't been applied to confusion regarding packages. But by bringing in this kind of metric, we've made it possible to do analysis that's more firmly based on theoretical principles." Using this method will enable businesses to not only evaluate confusion of brands after a product is released, but also to predict whether consumers will be confused about packages, even at the product development stage.
Consumer purchasing behaviour of counterfeits
 
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This article -- published in the European Journal of Marketing -- holds important implications for both practitioners and academics. Counterfeiting has become a significant economic phenomenon. Increased demand for counterfeit branded products (CBPs) makes the study of determinants of consumers CBPs purchase behaviour more worthwhile than ever before. However, existing studies have largely neglected brand influence on consumer purchase behaviour of CBPs. Listen to author Xuemei Bian of Nottingham University, UK, and find out how this research seeks to examine the impact of perceived brand image, direct and indirect effects of product involvement and product knowledge on consumer purchase intention of counterfeits in the context of non-deceptive counterfeiting. Download the article: http://www.emeraldinsight.com/journals.htm?issn=0309-0566&volume=45&issue=1/2&articleid=1905925&show=abstract
Views: 523 Emerald Publishing
Researching Consumer Motivation
 
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Part 1 of 4 in the series "Whose Brand Is It Anyway? Companies Battle Creative Consumers". A longtime observer of the ways in which technology shapes us, Pierre Berthon has lately turned his attention to a related phenomenon: the ways in which we shape technology. In particular, Professor Berthon is focusing on the emergence of the "creative consumer" individuals who adapt and transform technology, and by extension consumer products, in ways that challenge corporate brand ownership. Fueled by the Internet, clever consumers are producing their own ads for national brands, creating unauthorized brand websites and experimenting with products in unorthodox ways. The explosive Mentos/Diet Coke videos on YouTube are one example. In the edited interview below, Professor Berthon talks about the rise of the creative consumer and the loss of corporate control over brands in the marketplace. Professor Pierre R. Berthon is the Clifford F. Youse Chair of Marketing at Bentley University. Professor Berthon's teaching, research and consulting work focus on e-commerce, marketing and management decision-making. His most recent paper discusses managerial approaches to dealing with "creative consumers" and the challenges they pose to a company's carefully crafted brand image. Watch more Emerging Issues Videos: http://www.bentley.edu/faculty-resear... Bentley University: http://www.bentley.edu/
Views: 1556 Bentley University
Edelman Brand Relationship Index
 
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Learn how the Edelman Brand Relationship Index measures the strength of the consumer-brand relationship and helps brands determine which actions to take to create more committed consumers, protect against category disruption, and drive sales.
Views: 1054 Edelman
Relationships Matter - specially between Consumer Price, Retailer Margin and Brand Gross Profit
 
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This simple video explains the basic relationship between the Consumer Price, Retailer Margin and Brand Gross Profit. Link to our Pricing Strategy Course: https://www.udemy.com/pricing-strategy-for-consumer-products/ Thumbnail Image source www.kremlin.ru
Views: 4673 FMCG Academy
OSIsoft: Brand Integrity and Big Data in the F&B Industry
 
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Variations in product quality and safety concerns by consumers can have an adverse impact on an organizations brand. It is a fact that our most valuable asset of our company is our brand and while we see billions are spent on consumer engagement and brand image, we do not see the same financial investment in brand protection, specifically around managing the quality and safety of the product provided. The key to ensuring a consistent, safe experience for your consumers is real-time operational insights to predict potential problems before they happen. In this webinar, Jeff Van Pelt of OSIsoft, a leader in operational data systems, will share with you a guideline for essential initiatives learned from the leading food and beverage companies to harness the power of real-time information to deliver consistent experiences to consumers and ensure compliance with food safety regulations. Watch this webinar to learn more about: - Using technology to ensure compliance with food safety regulations - Operational data as a fuel for margin growth - IIoT as an enabler to consistent consumer experiences
Views: 35 OSIsoftNews
The Rise of the Creative Consumer
 
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Part 1 of 4 in the series "Whose Brand Is It Anyway? Companies Battle Creative Consumers". A longtime observer of the ways in which technology shapes us, Pierre Berthon has lately turned his attention to a related phenomenon: the ways in which we shape technology. In particular, Professor Berthon is focusing on the emergence of the "creative consumer" individuals who adapt and transform technology, and by extension consumer products, in ways that challenge corporate brand ownership. Fueled by the Internet, clever consumers are producing their own ads for national brands, creating unauthorized brand websites and experimenting with products in unorthodox ways. The explosive Mentos/Diet Coke videos on YouTube are one example. In the edited interview below, Professor Berthon talks about the rise of the creative consumer and the loss of corporate control over brands in the marketplace. Professor Pierre R. Berthon is the Clifford F. Youse Chair of Marketing at Bentley University. Professor Berthon's teaching, research and consulting work focus on e-commerce, marketing and management decision-making. His most recent paper discusses managerial approaches to dealing with "creative consumers" and the challenges they pose to a company's carefully crafted brand image. Watch more Emerging Issues Videos: http://www.bentley.edu/faculty-resear... Bentley University: http://www.bentley.edu/
Views: 2404 Bentley University
case study of Nike- consumer purchase behaviour
 
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To study the effect of brand image on consumer purchase behaviour towards sports shoes brands in UK: case study of Nike
Win consumer trust with professional voice over talent
 
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It’s becoming incredibly hard to win consumer trust. It’s not impossible though, and making small changes could help to improve the trustworthiness of your brand image. One such small change: the voice over talent you use.
Greatest force in nations, markets, business:  TRIBALISM.  Niche markets, customer loyalty, brands, consumer groups, affinity groups, teams and corporate image.  Conference keynote speaker
 
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http://www.globalchange.com New consumer groups, tribes, activist movements. Every company is a tribe, and every brand creates a tribe. Niche marketing, affinity marketing, customisation of products and services. The stronger your tribe, the stronger your brand. Clash of tribes, clash of cultures. Extremes of tribalism lead to sectarian violence, civil wars and terrorism / new generations of terrorists. Global leadership. Tribal leadership leads 20,000 in the same direction - team leadership leads just 5-15. Future of culture, nations, communities, consumers, governments, brands and corporations will be dominated by tribalism. Extract from presentation by Futurist keynote speaker Dr Patrick Dixon at MTN conference event.
What Is A Business To Consumer Market?
 
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"OBSERVE What Is A Business To Consumer Market LIST OF RELATED VIDEOS OF What Is A Business To Consumer Market IN THIS CHANNEL : What Is A Business To Consumer Market? https://www.youtube.com/watch?v=kdW_RBMubGY What Is A Brand Strategy In Marketing? https://www.youtube.com/watch?v=ugLy6jm2h5o What Is A Brand In Marketing? https://www.youtube.com/watch?v=VkgWHaKYBi4 What Is A Brand Image In Marketing? https://www.youtube.com/watch?v=USTe1LQZnYo What Is A Blog In Marketing? https://www.youtube.com/watch?v=i-_VR1pGqPc What Goods And Services Are Produced In A Free Market Economy? https://www.youtube.com/watch?v=NaR7cEHVgkI What Does Social Media Marketing Do? https://www.youtube.com/watch?v=EcZQwjqSCvI What Does Mobile Marketing Mean? https://www.youtube.com/watch?v=UgS2vm9P32M What Does A Psychologist Do In Marketing? https://www.youtube.com/watch?v=8hIb4V-K-gs What Does A Digital Marketing Do? https://www.youtube.com/watch?v=b1z8WT2teEk"
Views: 24 sparky Facts
Insight: Consumer Activism and Brand Blunders - Part I
 
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The battle between brands and their customers. Social media sites like Twitter and Facebook have empowered the consumer to the extent that likes or dislikes can now force change in the company boardroom. So are the major companies now too frightened of customer powers? Should they just keep calm and carry on? Insight examines Consumer Activism and the impact when big brands get it wrong Subscribe: https://www.youtube.com/channel/UC7fWeaHhqgM4Ry-RMpM2YYw?sub_confirmation=1 Livestream: http://www.youtube.com/c/trtworld/live Facebook: https://www.facebook.com/TRTWorld Twitter: https://twitter.com/TRTWorld Visit our website: http://www.trtworld.com/
Views: 524 TRT World
As a global brand, how do you seek out the individual consumer experience?
 
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Kevin George, SVP & Global CMO, Beam Global Spirits and Wine
Views: 168 FastForward
Designing a purposeful personal brand from zero to infinity | Tai Tran | TEDxBerkeley
 
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How do you carve a place out for yourself in this universe AND maintain that light that makes you… You? An expert marketer shares his perspective on constructing a unique identity for yourself. Named the youngest Forbes 30 Under 30 and LinkedIn Top Voice in Marketing and Advertising, Tai is an experienced storyteller, marketing leader, and entrepreneur. Followed by over 100,000 executives and young professionals, Tai's work has been widely recognized by Forbes, LinkedIn, Twitter, MarketWatch, and Tech Insider. He previously led digital and content marketing at top Fortune 500 companies, including Apple and Samsung. Tai is currently the Head of Content and Brand at SelfScore. He is an alum of the UC Berkeley Haas School of Business. Tai is the author of the upcoming book, Zero to Infinity. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at http://ted.com/tedx
Views: 160375 TEDx Talks
MKTG 3202 – Consumer Behavior: The Self (7)
 
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East Tennessee State University Prof. Nancy Southerland
Optimising customer experience in the age of conversational AI  | BrightonSEO 2018
 
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In today’s digital age, the biggest differentiator for success is often the customer experience. Many customers are no longer loyal to a company based on brand image, product offerings or even price. In the end, how the consumer reflects on their interactions could be the biggest factor that influences whether they come back or not. Companies are expected to offer a personalised service, via multiple channels, whenever and wherever customers want it. On top of this, there is constant pressure to deliver and one bad experience is enough to drive a customer away and into the arms of the competition. With the stakes being this high, it’s no surprise that the issue of customer experience is now a major talking point in many boardrooms across the world. Senior decision makers are considering the various processes they can put in place to improve the quality of their customer service and how they can use that improved experience to turn customers into advocates. Who is Purna Virji? Purna Virji is Senior Manager, PPC Training at Microsoft. Named by PPC Hero as the most influential PPC expert of 2016, Purna specializes in SEM, SEO and Voice Search. With over a decade in search, Purna is a regular keynote speaker at conferences across the globe such as MozCon and SMX Advanced and is a popular industry columnist. An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveller, aspiring top chef and amateur knitter. Say hello @purnavirji.
Views: 602 Omi Sido

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