Branding Your Business: Promoting Your Business, Attracting - download pdf or read online

By James Hammond

ISBN-10: 0749450738

ISBN-13: 9780749450731

ISBN-10: 0749454318

ISBN-13: 9780749454319

A winning enterprise needs to create a memorable model and connect it within the consumer's brain. Branding Your Business is helping marketers do that through explaining the complete branding method in easy-to-follow phrases. delivering useful support rather than educational theories, it explains what a model is and what it isn't, how you can behavior a ""DIY"" model audit, and the way to exploit advertising and marketing NLP and mental rules to make an impact.
 
Based on the speculation model is the whole notion a consumer has a couple of corporation, its items, and its prone, Branding Your Business finds what to do to create and deal with winning manufacturers, enabling entrepreneurs to enhance profits.

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Extra resources for Branding Your Business: Promoting Your Business, Attracting Customers and Standing out in the Market Place (Business Enterprise)

Example text

And it’s all built around emotion. But that doesn’t mean I completely disregard the taste, does it? If a drink tastes like bilge water, chances are I won’t want to swallow even a drop. Defining emotions What exactly do we mean when we use the word ‘emotion’ and where does it fit into our decision-making process? Understanding of how the brain works has developed in leaps and bounds in the past 50 or so years, and with the advent of such things as MRI brain scanning technology we are much better placed than formerly to appreciate how the brain processes both rational and emotional thoughts.

You’ll be glad you did’, ‘No. . we really ARE different. ’, ‘Quality, service. . and much, much, more’. Blah, blah, blah. . The two keys of branding But wait a moment. If the picture really is that bad (and I sure hope I’ve shown that it is very, very bad), and if customers control and create the brand through their own experience, then what control do you have over ensuring that they see your business in the best possible light? If it isn’t logos, slogans, adverts or promises, what is it?

Something that draws an emotive benefit each time it is viewed. The USP of yesteryear has become the ESP (Emotional Selling Point) of today. Maslow’s Hierarchy of Human Needs Why has the emphasis shifted so much towards creating emotional benefits for today’s customers? In 1943 the psychologist Abraham Maslow proposed a theory for human motivation and established what he called his ‘Hierarchy of Human Needs’. 3 Feature, tangible benefit and emotional benefit Branding the heart as well as the head 39  physiological needs: basics such as food, drink, shelter, sleep and     sexual activity; safety needs: physical security, security of employment, security of revenues and resources, law and order (security of personal property against crime), family security and health security; belongingness, love and social needs: the need for love and affection, relationships, a supportive and communicative family, belongingness to a group and sexual intimacy; esteem needs: the need for self-esteem, self-respect, self-mastery and independence, plus dominance, prestige, and the need for both respect and esteem from others; self-actualisation needs: the desire for personal growth, integration, and finding self-fulfilment through realising one’s potential.

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Branding Your Business: Promoting Your Business, Attracting Customers and Standing out in the Market Place (Business Enterprise) by James Hammond


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