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Branding strategies make it possible to turn a brand into a strong brand. It must be positively remembered by consumers to increase its long-term value. To this end, the brand strategy provides guidelines that should guide the marketing mix of a company.

The brand strategy formulates the bases, while the marketing strategy applies them operationally. Therefore, a brand strategy is designed for the long-term and future-oriented.

Brand strategy

The goal of a company’s brand strategy should be that customers always choose the brand in question, even in intense competition. Therefore, a branding strategy must ensure long-term customer loyalty. To make this happen, you have to use Good customer relationship management software. This article explains how companies can develop a brand strategy, what crm systems exist, and what to consider when creating them.

Develop brand strategy

The planning and execution of a brand strategy are usually scheduled for an extended period, three to five years. The following circumstances consider to be reasons for developing a brand strategy:

• A company launches a new product and considers how it should be market.
• These revolve around market intelligence, brand identity, brand positioning, and the creation of brand rules.

Market intelligence: market and consumer research

Market intelligence refers to exploring the brand’s environment, both internal and external. First, the target group and market demand are examine in more detail. If the brand has been around for a long time, it is advisable to evaluate its perception by customers.

Once the needs of the target group have been identifie, competitive analysis is performed. The market environment must be consider. The goal is to identify all influences on the brand, whether political, social, or economic.

Create a brand identity

The next step is to develop the internal value proposition: What can the brand offer, and what does it represent?

First, it is about highlighting the internal values ​​of the company and the essential characteristics of the brand to create a brand identity. These, as well as the corporate design, are first applied internally. They can then be brought to market as part of a branding strategy.

Define brand positioning

Based on the identity and perception of the brand, the brand positioning is developing. The objective is to stand out from the competition and position the brand in the consumer’s mind. The clearer it is, consumers will remember, the more likely the brand.

Apply the brand strategy

After the theoretical planning of the brand strategy, it is about implementing it. It is essential to use all the channels available to bring the brand’s message to the market. In addition, you have to make sure that the branding strategy is integrate into the employee workflows.

Evaluate the B.S

Various metrics can determine the effectiveness of a brand strategy. These include, for example, the following:

• Conversion rates for landing pages on the web
• Engagement rate on social media channels
• CRM email open rates
• Sales numbers

In addition, since the market is constantly evolving, the brand strategy must continually adapt.

The different B.S

Branding strategies differ according to the type of competition the company has to face. We highlight the following types:

• Horizontal competition: Competitors that meet the exact needs of customers with similar or identical products/services.
• Vertical competition: Competitors that meet the same or similar customer needs with other products/services.

Next, we expose you models of brand strategy applicable to the horizontal competition:

Individual BS

The individual bs  creates its own identity and image for each of its products. This strategy is often use when a manufacturer or supplier offers several heterogeneous products.

Example: Ferrero with brands like Nutella, Mon Chéri, or Kinder.

Multi-B.S

In the multi-brand strategy, several brands use for each type of product of a company. Therefore, there are several brands in the same product area. Can lead to brands competing with each other and cannibalizing each other.

Example: Unilever with Cornetto and Magnum.

Unique B.S

This type of strategy puts the company in the foreground. As a result, marketing and advertising costs are lower than with other marketing strategies.

Example: Coca-Cola

What is a good B.S?

For a bs to be sustainable and prosperous, these aspects must be taken into account:

• The value proposition must be part of the brand’s strategy.
• The bs  must be orient towards the competition.
• Marketing activities must be in line with the brand’s strategy.

Creative Development

“With this work, I intend to approach the subject of creativity by distinguishing, analyzing the characteristics of the invention. Creative Development

Trying to describe guidelines for its development and we try to reflect on the idea that creativity is a resource of intelligence characteristic of each being human, which is capable of being developed in the same way. ”

Introduction

For ages, the thought prevailed that only extraordinarily original people are creative and that creativity was a gift from heaven.

Potentially all human beings are capable of creating. If anyone denied the creative strength of man, it would suffice to refute it to refer to the universal phenomenon of children at play. It is what we know as Symbolic Game.

1. Definition of Creativity

Throughout history, there have been definitions of creativity that been given, from which we can generalize by saying that:

-Creativity is a feeling of freedom that allows us to live in a state of permanent transformation.

-Creativity in science, art, and living is how the need to give birth to something new is express.

-It is the ability to find new and unexpected connections.

In Psychology, the following attributes are attributed to him: Originality, Flexibility, Viability, Fluency, and Elaboration. (Menchen, Dadamia and Martínez, 1984)

Suppose we want to specify what was initially said in a single definition. In that case, we could say that creativity is the ability to conceive something new, relate something known in an innovative way, or depart from habitual thinking and behavior patterns.

2. Characteristics of Creative Development

Some people are indeed very creative, and others are very routine. Analyzing the characteristics of thought can clarify the dynamics of creativity and why different degrees of creativity exist in different people.

Next, we will analyze the essential factors or characteristics, which Menchen describes; Dadamia and Martinez, 1984:

-Fluency:  ease of generating a large number of ideas on a given topic. The way to promote it in the school field would be, for example, asking the student to relate between facts, words, events,

-Flexibility: It is born from the ability to method problems from different angles.

An example of working on it would be giving the student different scenes from stories, altering the order, and inventing other stories.

Originality is a characteristic that defines the idea, process, or product as something unique or different

—producing

witty or infrequent responses. Within the school environment, it is promot by stimulating the new ideas that the student proposes.

-Elaboration is the level of detail, development, or complexity of creative ideas. The student is present with picture story illustrations in which they have to notice the details.

-Viability:  ability to produce ideas and solutions that are achievable in practice.

The first three factors – fluency, flexibility, and originality – are Divergent or Lateral Thinking functions, which acts as an explorer going on an adventure. It is the one that does not stop with a single answer to a problem. It is the free association of ideas and images. is the restructuring of the distinguished in a new way. In short, it provokes creativity.

On the contrary, the so-called Convergent Thought is the one that evokes ideas and tries to chain them to reach an already existing and concrete point, although this is dark for the subject.

3. Creative Process

Creativity is a process that ends with the creative solution of a problem. During the process of solving the problem, techniques could develop our creative potential, facilitating finding the appropriate solution. These problems could be fragmented into the following stages:

– Perception of the problem: it is necessary to discover or perceive that there is a problem. There are exercises to exercise and train sensitivity to problems, where we try to produce as many questions as possible about a given situation.

– Definition of the problem:  The different enunciation of the problem stipulates different situations. Here we work with preparation before addressing the problem so that the ability to reformulate the problems.

Rain of  Ideas:  They train with methods and techniques that provide increased ideas or further elaboration.

Valuation of ideas: It is convenient to delay this phase or separate it from the idea production phase in the creative process.

4- Development of Creativity at School

To promote the development of creativity within the school framework, we find a series of activators proposed by Lopez and Recio (1998, p.53) that consider three fundamental factors in the child’s formation: cognitive, affective, and social:

Attitude to Problems:

-Make sure that the problems that the students face have a meaning for them.

-Motivate students to use their creative potential.

-To make them aware of the importance of using creativity in everyday life.

-Stimulate their curiosity and invite them to analyze problems from different perspectives, as well as redefine them more appropriately.

The way to use the information:

-Emphasize the importance of applying knowledge and not just memorizing it.

-Stimulate the participation of students to discover new relationships between the problems of situations raised. All the strategic systems must be followed.

-Evaluate the consequences of actions the ideas of others, present an open attitude concerning these ideas and promote the search and detection of the critical factors of a problem.

Also Read : What is Customer Relationship Management (CRM)?