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Understanding Strategic Brand Management

10 May 2019
Categories: General

Brand terminology and marketing jargon baffles even the most seasoned marketers. In today’s post we attempt to clarify commonly confused terms like branding, marketing and marketing communications. What is Marketing? If you are confused by ‘what marketing is?’ it’s because marketers often define what they do differently. The definition that makes the most sense to us is that of Dr. Philip Kotler, who defines marketing as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the…

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Marketing gold at the tips of mobile fingers

6 May 2019
Categories: General

Opinions offer brands an opportunity to tap into the minds of consumers who now, more than ever before, demand authentic communication and transparency from the makers of the products and services they use, writes Tanya van Tonder. Access to social media has elevated consumers over corporate marketing. Armed with their smartphones, they have a powerful voice, which they’re only too happy to use. Consumers are unforgiving and vocal when companies let them down or run campaigns perceived as disrespectful, and often turn to social media to vent their disapproval. All of which makes brands more vulnerable to consumer sentiment.

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