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Understanding Strategic Brand Management

The IMM Graduate School | Understanding Strategic Brand Management webBrand 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 size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services.” If you wish to explore more definitions of marketing, you can find a list of 72 right here.

What is Marketing communications?

Marketing communications is essentially a part of the marketing mix. The marketing mix defines the 4P’s of marketing (Product, Place, Price and Promotion). It is within the ‘promotion P’ that you will encounter the term and activity of marketing communications and the marketing communication mix. Marketing communication in simple terms is the message your organisation is going to convey to your market.

What is a Brand?

A brand is an overall experience of a customer that distinguishes an organisation or product from its rivals in the eyes of the customer. Brands are used in business, marketing, and advertising. Name brands are sometimes distinguished from generic or store brands.

In a marketplace saturated with products and services to suit every taste and every consumer, from a chic young urbanite who knows what he wants to an aunty who won’t budge in her brand loyalty, your brand needs an identity strong enough to stand out from the crowd. Strategic Brand Management adds value to an organisation’s products or services by creating a unique identity in the marketplace. This signature identity, or “brand stamp” if you like, allows a company to differentiate itself from its competitors and communicate its message and positioning in a consistent, integrated way.

If you want to learn more about how to make your brand stand out in an arena where everyone is jostling for attention, then consider signing up for the IMM Graduate School online short course in “Strategic Brand Management”. In this course you’ll be given practical tools to create a distinct identity for your brand and successfully position your brand in a relevant, meaningful and dynamic manner.

You’ll also get an in-depth look at the brand identity development process and brand positioning, brand architecture and the creation of the customer brand experience, consumer behaviour and its influences, and the competitive advantage of strong brands. Designed for those wanting to make their market place “mark”, this course is perfect for anyone in branding, marketing or marketing communications, or small business owners and managers wanting to create brand awareness and cement loyalty. So how about you put your hand up for this short course and let your brand stand up, stand out, stand strong and stand true!

During this course you will have the capable Karen Roos to mentor you.

Karen Roos Course Designer & Head Tutor Expert Course Developer, Specialist Lecturer, Facilitator and Consultant in Strategic Brand Management While you study this course you will be supported by your head tutor Karen Roos, an industry leader and trainer extraordinaire. Karen will be your go-to person, facilitating online discussions with your fellow students in your group, as well as, being available for individual queries and help if you need it. She’ll also be the one carefully marking your assignments.

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