The Digital Marketing Blog

The digital media strategy blog.

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Introduction to R programming

R is a powerful and versatile programming language specifically designed for statistical computing and data analysis. It was initially developed by statisticians Ross Ihaka and Robert Gentleman at the University of Auckland, New Zealand, in the early 1990s. The goal was to create a language that combined the flexibility of the S programming language with new features that made it more suitable for modern data analysis tasks. Over time, R has evolved into one of the most widely used languages in the fields of data science, statistics, and beyond.

The origins of R can be traced back to the S programming language, developed by John Chambers and his colleagues at Bell Laboratories in the 1970s. S was designed as a tool for data analysis and statistical modeling, and it quickly became popular among statisticians. However, S was a commercial product, which limited its accessibility. To address this, Ross Ihaka and Robert Gentleman created R as a free and open-source alternative to S, retaining many of its powerful features while adding new capabilities.

R was officially released to the public in 1995 under the GNU General Public License, which allowed users to freely use, modify, and distribute the software. This open-source nature of R has contributed significantly to its growth and widespread adoption. A large and active community of users and developers has since formed around R, continuously contributing to its development through packages, documentation, and forums.

Significance of R in Data Science and Statistics

R has become a cornerstone in the fields of data science and statistics due to its specialized features and extensive package ecosystem. Its significance can be attributed to several key factors:

Flexibility and Power: R is designed specifically for data analysis, making it a powerful tool for statisticians, data scientists, and analysts. It provides a vast array of functions for statistical modeling, data manipulation, and visualization, allowing users to perform complex analyses with relative ease.

Extensive Package Ecosystem: One of R's most significant strengths is its extensive package ecosystem. Thousands of packages are available in the Comprehensive R Archive Network (CRAN), covering a wide range of topics from basic statistical analysis to advanced machine learning techniques. These packages extend R's functionality, making it a versatile tool for various applications.

Open Source and Community-Driven: R's open-source nature has fostered a large and active community of users and developers. This community continuously contributes to the language's growth by developing new packages, writing documentation, and sharing knowledge through forums, blogs, and conferences. This collaborative environment has made R a rapidly evolving and widely adopted tool in data science and statistics.

Interoperability: R integrates well with other programming languages and tools commonly used in data science, such as Python, SQL, and Hadoop. This interoperability allows users to leverage the strengths of multiple languages and tools within a single workflow, making R an essential component of the modern data scientist's toolkit.

Reproducible Research: R supports reproducible research through tools like R Markdown and knitr, which allow users to combine code, data, and narrative text in a single document. This feature is particularly valuable in academic and scientific research, where the ability to reproduce results is crucial.

Applications of R in Data Science and Statistics

R is widely used in various industries and academic fields for tasks ranging from basic data analysis to advanced machine learning. Some of the key applications of R include:

Statistical Analysis: R is renowned for its statistical capabilities. It is used for hypothesis testing, regression analysis, ANOVA, time series analysis, and more. Researchers and analysts rely on R for its accuracy and the breadth of its statistical functions.

Data Visualization: R excels in data visualization, with packages like ggplot2 providing sophisticated tools for creating high-quality plots and graphs. These visualizations are crucial for exploring data, identifying patterns, and communicating findings.

Machine Learning: R offers numerous packages for machine learning, such as caret, randomForest, and xgboost. These tools enable users to build, train, and evaluate models for classification, regression, clustering, and more, making R a popular choice in the field of predictive analytics.

Bioinformatics: R is extensively used in bioinformatics for analyzing and visualizing genomic data. Packages like Bioconductor provide specialized tools for tasks such as differential gene expression analysis, sequence analysis, and annotation.

Finance and Economics: In finance and economics, R is used for tasks such as risk analysis, portfolio optimization, and econometric modeling. Its ability to handle large datasets and perform complex calculations makes it ideal for these fields.

Social Science Research: Social scientists use R for analyzing survey data, performing sentiment analysis, and modeling social networks. R's ability to handle categorical data and perform advanced statistical tests makes it a valuable tool in this area.

Find out more at strategic Leap

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Top 10 Crypto Heists

from Top 10 Crypto Heists

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The road to the T20 World Cup

from The road to the T20 World Cup

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Ahmad’s CAF is biggest basket case in ISL football

from Ahmad’s CAF is biggest basket case in ISL football

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Being familiar with Social Media Strategy

Social media was at the center of many conversations right now. While it provides many social media strategy template free personalized opportunities to catch up with friends, register at various locations, along with share exclusive experiences with your own personal personal network, social media is yet a powerful tool to be used logically and applied in specialized settings.

The surface level of whatever you see online is the end result of the strategizing and efforts that takes place before written content is shared with others. Revisions, videos, and events designed for certain communities are based on detailed analyses of data, insights, and research. Research is the systematic gathering of information in a scientific and objective manner to help answer questions. As we observed in the previous chapter, research helps guide strategists and businesses into actionable steps to generate awareness, increase sales, share stories to spark an emotional chord with audiences, and motivate others to take a course of action.

The industry has seen many strategic plans being creatively executed and launched over the years. NBC Sports created significant buzz around its coverage of the 2018 Winter Olympic Games with integrated digital marketing approaches that unified its brand voice across the global stage. Cinnabon realized the shift of attention toward social media among its customers, so the company invested more in its community management and content creation initiatives to help build a sustainable community through real-time engagement initiatives and Twitter chats (#SweetTalk). Social Media Examiner, one of the largest media outlets and communities in the industry, creates a complete strategic plan for its annual conference event called Social Media Marketing World. adidas embraced its influencer audience of creators to spark the #HereToCreate movement. All of these brands have a strategy behind every post, update, and piece of content they share. There are certain goals and objectives they all want to accomplish. In addition , every social media professional has to provide sustainable value, evidence, and impact on how this investment was worthwhile from a communication, business, and reputation standpoint. This chapter will cover the key aspects that make up a strategic prepare, which will tie in both the inventive concepts and strategies plus the real research-based applications had to justify each of these points.

Just what Strategic Plan?

Many measures make up the creative and step-by-step approach of taking a notion from research into truth, otherwise known as a strategic prepare. A strategic plan can be a systematic, thorough, and aligned correctly document that outlines via start to finish what a brand, specific, or organization wants to attain to address a problem, take advantage of a possibility, or explore potential brand-new possibilities through experimentation. This assists the social media professional abide by set of guidelines (like throughout Pirates of the Caribbean-you’ve had got to stick to the code), but also be capable of apply these guidelines to varied areas, industries, and conditions. A strategic plan makes it possible for the social media planner not to ever reinvent the wheel, but for use it as a road map along with tailor it for each buyer and campaign.

Most tactical plans in marketing, organization, public relations, and journalism get research as the starting point, along with strategic social media plans will not be any different. However , before beginning the analysis, the brand, business, or specific requirements to identify an overall purpose to the strategic plan. Are you responding to a problem (e. g., crisis) or an opportunity? What are a number of overall factors of the software industry you need to consider? Do you have enable you to lead the way with a new platform or maybe feature that would differentiate your own personal brand from others (exploring and experimenting)? Do you have the support (financial and emotional) from leadership and your team to make this happen? These questions need to be addressed even before you create a strategic plan.

Such plans can serve a variety of purposes for social media campaigns. They can be created and launched to address an ongoing issue or problem facing a brand. For example , brands involved in crises such as Wells Fargo, Chipotle, and Volkswagen must have a specific plan in place to reduce the negative perceptions, interactions, and engagement on their platforms. However , strategic plans are also established to create buzz about a new initiative, raise awareness of a new product, or announce a venture on a new platform.

In today’s job market, employers are looking for social media professionals who are able to think strategically and creatively while linking their proposed action steps with data. Honing these skills will help you differentiate yourself from other “social media marketers” or “social media gurus. ” Social media professionals create, post, and share tactical or technical elements for the social media space. Like individual trees in the forest, these actions grow, evolve, and sometimes die due to lack of investment (e. g., water is necessary for trees’ survival, as are building a community and interactivity for these platforms). A strategic plan provides a road map so that the life span and direction of content is not left to chance.

Technical View of Social Media

A social media strategic plan doesn’t just look at every one of the trees in the forest, but alternatively looks at how the forest is usually connected to the mountains, lakes, and also other surrounding areas. The tactical plan spans time, seeking similarities and differences when compared to the past, current, and foreseeable future forest. We have to be aware of the affected person, unique features of each group, platform, tool, or trend-but we also have to look at the dilemna of organizational goals and objectives always.

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Summary of social media

from Summary of social media

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England eyes Dukes balls to boost World Cup 2019 chances

from England eyes Dukes balls to boost World Cup 2019 chances

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Watch Your Health with Apple iPhone and iWatch

from Watch Your Health with Apple iPhone and iWatch

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IPL news latest for the Australian team

from IPL news latest for the Australian team

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Effect of print versus online flyers

what are developmental goals

As different customer segments display a different response to print and online, retailers can increase the effectiveness of their promotional communications by targeting segments of interest with the appropriate medium. For instance, because intermediate-to-low-spending customers are found to be more responsive to print, retailers are advised to employ print flyers to target this segment, which has an up-selling potential. As high-spending customers respond equally to online and print content, they could usefully be targeted with online flyers. A shift to online flyers would also enable the gaining of useful information on browsing behaviour of these valuable customers. In-page analytics (e.g. click and zoom rates on different brands) would offer meaningful insights that retailers could employ for targeting promotional offers to customers displaying interest in specific brands/categories and at the same time for promotional fee negotiation with suppliers. Retailers are therefore encouraged to find ways to capture such analytics, be it by means of internally managed tools or by flyer aggregators. Finally, retailers could increase the effectiveness of their promotional communication efforts by stopping or reducing the frequency of print flyer distribution to occasional customers, as this has proved to be ineffective. At the same time, addressing occasional customers with online flyers would reduce the cost of communication.

In sum, to the extent that the online option is less costly than print, employing a customer segmentation approach in flyer distribution might lead to both cost reduction and improved effectiveness.

As far as omnichannel strategies for retailers are concerned our findings provide useful guidance. Retailers who are adopting an undifferentiated promotional communication strategy (e.g. the “one size fits all” print flyer), find little incremental value in moving to omnichannel as their promotional activity cannot be leveraged for targeting individual customers with specific content across channels. In this case, the undifferentiated promotional strategy is well fitted for a “simpler” multichannel approach. Retailers could establish an online version of the print flyer and make both available via the respective channels. Our study, indeed, shows that 80% of customers respond equally to print and online.

However, retailers who are showing an interest for the adoption of digital flyers enhanced with information intensive features such as those described earlier, will quickly grasp the need for an omnichannel strategy to enable the new promotional communication approach. In fact, several of the described features of digital flyers require a seamless integration of the retailer’s channels. For example, saving an in-flyer coupon to the customer loyalty card profile to enable redemption in store, requires connection between flyer data and the loyalty database. Even more so, enabling the one-click purchase of a flyer featured product through the retailer ecommerce facility requires integration with the latter systems. In sum, retailers who are currently multi-channel will not be able to exploit to the full potential of digital flyers. As long as flyers are a major source of suppliers’ funding and a favourite of consumers, retailers will strive to enable the potential of digital flyers and this will tilt the balance towards their investment into omnichannel.

Our work opens up several opportunities for further research. Considering the emerging stream of studies on the effect of touch interfaces on customer attitudes and behaviours (e.g. Brasel and Gips 2014; De Canio et al. 2015), exploration of the effect of type of device (tablet versus laptop versus mobile) in promotional communication is highly advisable.

With reference to the theory of cognitive involvement, future studies should contribute to investigating which medium is currently more effective in terms of memory as far as the promotional context is concerned. It can be argued that both theories of cognitive involvement and of interface involvement are challenged by continuous technological change. There is the need for improving and updating the theoretical understanding of how consumers interact through different devices with the same online promotion. Finally, as consumers’ familiarity with the online medium is a dynamic process that will evolve across time, it will be of key relevance to evaluate print versus online effectiveness over the longer term.

what are developmental goals

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An analytical look at India’s retailing

from An analytical look at India’s retailing

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On...starting a Business

At Caltech’s Leadership Program, there are three things they teach you about starting a business: Do what you do well; know your market really, really, really understand the market; only accept winning projects. One of the students asked, “But sir, how do we know if it’s a winning project?” And the teacher answered, “That’s why you’re here for two years.” And during those two years, you learn how to model a business.

In 1995, I was in Hong Kong, charged with updating the business model for Radica. At that time, I knew already that cell phones would put hand held games out of business and I said, “We’re going to be buggy whips. Nobody is going to need us anymore. We’ve got maybe a five, six, seven year run.”

We were the first ones with the Wii technology but finally we couldn’t play against Nintendo and Sony. There’s no way a little company in Hong Kong could encroach into the market of Nintendo and PlayStation. You must know your limitations. We couldn’t make that transition from a small discrete game into a game system: it’s a lightyear jump. So, if you play out the handheld game market, you only got so many years—it’s not a winning project anymore. Every market has a time. Except wine!

Then I started to think. “Do what you do well”—I’m a pretty good wine collector, I’m a really good judge of wine. “Know your market”—I know that Pinot Noir is going to be the thing because it’s the ultimate grape. “Only accept winning projects, business model”—it all depends upon the best site.

Thus, I’ve got an industry where my entry barrier is a piece of land that can’t be replicated anywhere on the planet. You can’t replicate La Tâche from Burgundy. You can’t replicate Richbourg.47 You can’t. And what’s the longevity of the wine business? It goes back to 2000 years.

What are the chances in the next 100 years that the wine business will fail? I think humans—especially the French—are going to keep drinking wine. I think actually wine’s going to rise with the population. It’s not like handheld games which are going to die in five years. So here I’ve got a business, that all I’ve got to do to be super successful is to get the right piece of land. If I get the right piece of land, I’m home free. So I spent years to find and buy Sea Smoke’s site, which you can’t replicate. I have created an entry barrier. Now, you can go check it out: we’re the top of the game.

Stifling GM

I loved GM. My mother loved Buick, we always had a family Buick. I won the 1963 Fisher Body Craftsman Guild first prize of a college scholarship (this is how I got into the Art Center College of Design). At graduation, I received offers from every other car company, but I was fixated on GM. I worked at the GM Technical Center as a designer (called a stylist in the old days). The Tech Center was the Hall of the Gods to me. At first, I loved working there (unfortunately, I had to go home at night to a life in Detroit).

The end for me was the unions. They stifled every little bit of competition. I left after 2 years. Now I credit GM’s failure in 2008 to the same stifling I saw in 1968.

Stink

You can’t have one bit of bad quality out there because you can’t get rid of it. If you get stink on your name you’ll never get it off. So don’t let stink get on your company name. Don’t let it happen. It takes four good products to eliminate the memory of one bad product. Another way to say it: It takes nine good engineers to clean up after one bad one. Don’t have the bad one; you are better off with none.

Success and Fun

Fun is a corollary to success. Fun goes up as profits and success go up. Fun is sharing the success. Fun should thus be a planned component to success.

We openly talk about having fun and decisions are made with looking at the fun factor, along with improving quality factor. The way to kill fun is to establish “dual standards.” Fun also may be the best part of success. I have two requests to new recruits: (1) Never raise your voice; and (2) Have fun every day!

Suits

A lot of times, when a company is struggling, having a challenge, and the weak CEO thinks that the people he is leading can’t come up with their own solution, they hire an outside consultant. Those outside consultants charge a lot of money, so they have to have all the facade of creating value. They bring in all their papers, all of their machines … and suits.

When I was a young designer, I was called into a company to analyze some vacuum-forming production problems. I was consulting for the company on getting the shape of their product right as an industrial designer, not there to solve their production problems. They had spent $50,000 trying to solve this production problem and it hadn’t been solved. So they asked me. Fortunately, I had a past stint of about two weeks working for a man on solving some of these problems. I was lucky to have some experience. I looked into it and said, “Oh, you’ve got the heat on the wrong side.” Then, I went back to my office.

At that time, I was charging $100 an hour with a one hour minimum charge. Because I blurted out the answer in three seconds, the most I could charge them was my minimum $100. But they had already spent $50,000 and I gave them the answer in three seconds for $100. I kicked myself saying, “I can’t believe I’m that stupid.” What I should have done was sit down, analyze the problem, make up a big presentation, take back the presentation, show the answer and charge $1000, and they still would be very happy. But I didn’t. I should have learned from the “suits.”

They come in and build up a portfolio of all these things they’re going to do. Meantime, the people inside the organization have all of these consultants running around, asking questions about what’s wrong with the company, all things that are the symptoms of a leader who can’t communicate with his own staff. That’s why he has to bring consultants in and they have to flower it all up. But basically, all they’re doing is asking you the questions that the thought leader should be asking.

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Management Control

from Management Control

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K-Means Clustering & Regression Analysis

Another very common machine learning algorithm is K-means clustering, which is commonly confused with K-nearest neighbor (KNN). However, while K-nearest neighbor is a supervised machine learning algorithm, K- means clustering is an unsupervised machine learning algorithm. Another difference is that the K in K-nearest neighbor represents the number of nearest neighbors used to classify the unknown item, whereas the K in K-means clustering represents the number of groups you want the machine create.

Let's return to the animal shelter in Chicago. The shelter had a large social room where all the dogs could get together and play for an hour each day. The dogs were like people; they had their group of friends that they liked to hang out with. Each time they had a social hour they would self-organize into these different social groups with different social media strategies.

Now imagine that the shelter is closing, and all the dogs are going to be distributed into three different shelters across the city. The organizers of the animal shelter meet and decide to cluster the dogs into three social groups based on the dogs’ social affiliations. So, K = 3.

They pass this information along to the machine that uses K-means clustering. To start, the machine puts a different color collar (red, yellow, and blue) on three randomly selected dogs. Each collar represents a potential cluster based on the dog's social group. These are the centroid dogs. The dogs enter the social room and join their usual three groups. The machine places the same color collar on the dogs that are closest to each centroid dog.

As you can imagine, since these centroid dogs were selected randomly, chances are pretty good that the machine's clusters aren't accurate. Maybe all three centroid dogs were in the same social group, which would make the machine's clustering useless. Fortunately, the machine hasn't completed its task. It tries over and over again, placing the colored collars on different dogs and measuring distances. It might try using one collar at a time.

At the end of each iteration, the machine learning algorithm checks the variance between each dog and the centroid. It can use statistics to tell whether the mean distance between the dogs is too high to be a useful cluster. There may be an additional step of reassigning the centroid dog after every iteration to represent a social group more consistently. After it has identified the three centroid dogs, then it's pretty straightforward to assign any new dogs to each cluster. If a new dog enters the social room, you can tell which group it joins just by measuring the distance from the centroid dogs.

Keep in mind that the dogs themselves did not cluster into three groups. They may have divided up into five or six different social groups. But with only three shelters available, the machine learning algorithm must do its best to create clusters that best represent the dog's social grouping. Also note that K-means clustering, in this example, works only because the dogs form social groups. If the dogs jumped from group to group, clustering wouldn't work, because there would be a high overlap of data.

Another challenge with K-means clustering is that it can be highly sensitive to outliers — data points that are far distant from the norm. So if a dog is not really interested in hanging out with any of the other dogs, it will still be clustered into one of the three groups.

Now organizing dogs into three clusters so they can be sent to three different shelters is probably not a problem you'll run into every day. But K-means clustering is actually one of the most commonly used machine learning algorithms.

One of the more interesting applications is when large retailers use clustering to decide whom to invite to their loyalty programs or when to offer promotions. They might create three clusters that they call loyal customers, somewhat loyal customers and lowest-price shoppers. Then they could create strategies to try and elevate somewhat loyal customers to loyal customers. Or they could just invite their loyal customers to participate in their loyalty program.

Other companies use clustering to decide where to place new stores. So if you were a selling athletic footwear you might look for places that have the highest concentration of active runners.

Note that K-means clustering and K-nearest neighbor are both instance based learning (lazy learning) algorithms. You pump all your data into them, and they find the answer in one big instance.

Regression Analysis

Regression analysis looks at the relationship between predictors and outcomes in an attempt to make predictions of future outcomes. (Predictors are also referred to as input variables, independent variables, or even regressors.) With machine learning, you feed the machine training data that contains a small collection of predictors and their associated known outcomes, and the machine develops a model that describes the relationship between predictors and outcomes.

After the machine develops its model, you feed test data into the machine, and it uses its model to try to predict the outcomes based on the new predictors you presented it. The machine tries over and over again to predict the outcomes all the while fine-tuning its model until it arrives at the most accurate predictions. This approach is a type of supervised learning.

After the machine has a model that's fairly good at making predictions, whenever you feed the machine a predictor, it can tell you the likely outcome.

Linear regression is one of the most common types of machine learning regression algorithms. With linear regression you want to create a straight line that shows the relationship between predictors and outcomes. Ideally you want to see all your different data points closely gathered around a straight line, but not necessarily touching the line or on the line.

Let's look at how this might work. Suppose you're an owner of an ice cream shop. Over the last year you've collected sales data. You then purchase weather data from your local weather station. Using the data, you create a scatterplot chart with an x and a y axis. Along the x-axis you list daily sales, and along the y-axis, you add a temperature scale from 60°F to 110°F. You plot data points on the chart such that each point represents the high temperature of the day and the total sales on that day. Now, you draw a straight line through that collection of points that approximates the pattern those points form. Such a line is often referred to as a trendline.

You can see a very clear trendline in this scatterplot diagram. The higher the temperature the greater the ice cream sales. You can also see a few outliers — data points that are far away from the trendline. This could be due to a local festival or because someone had scheduled a birthday gathering at the shop that day. Having a lot of outliers makes it much more difficult to predict ice cream sales.

This example has many outliers, so you can use linear regression to try and predict your daily sales. So let's look at a point in the scatterplot. Suppose the weather forecast predicts a high temperature of about 95°F all week. You can look at the trendline to find the corresponding ice cream sales and see that you can expect to sell around $3,500.

If you're thinking about using regression, keep in mind that the more data you have, the more accurate the trendline and the more precise your predictions will be.

One interesting thing about linear regression is that there's some debate about whether it's actually machine learning because the machine is not actually learning anything new about the data. It's just using the data to create a standard statistical model. It's less about learning and more about predicting.

Either way, regression is a very popular way to try to accurately predict future outcomes or behaviors. The key is to find the right predictors and to look for some type of linear connection with the outcome.

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Regression Analysis on AI

from Regression Analysis on AI

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The Place of the Product

The product has a special place among the most important manifestations of the brand. First, it is the basis of economic efficiency. In the fourth stage of the process chain of communication, and bought the product determines the success of the whole project brand. In addition to this primary function, the product is much lower than the receipt of all other events for many reasons.

Attributes materials

The product is advertising in its most obvious form multisensory direct, generating immediate impressions. The power of communication product has several features:

Aesthetics: colors, shapes, materials and styles. Armani suit, the court, textiles, labels and price, which proves the identity of the Armani brand.

functionality: reliability, durability, repeatability. Ferragamo ability to always offer the same way for different models of shoes is part of the brand identity and can catalog and online sales.

Execution: especially important for luxury brands of high-end, it is still a cult is a fundamental principle and brand identity. The product is the basis for the legitimacy of the brand in a specific area. And ""Proficiency tests in the area of ​​activity (usually the client is unaware of the franchise or license agreements, and is only slightly interested in them) and guarantees the content and authenticity offered by the brand.

Availability: has an effect on how the brand is perceived, but it can work both ways. retail and can increase brand awareness, but they can also standard and without interest. Creative work of several designers Louis Vuitton monogram canvas can be interpreted as an attempt to combat this possible lack of originality. Therefore, it is the basis of knowledge of the character (except for special cases such as Absolut vodka). The more you sell, it is best known, especially if the product is traceable from the opposite side of the road. This explains the use of the logo, materials, colors, accessories and other metal style codes, to facilitate identification.

Merchandising: the structure of the collection, the number of categories and models, and of course the price. Tiffany collections are not structured or presented in the same way, Agata.

The key to the brand relationship with consumers

The product is a source of repetitive purchases, or disappointment trust is created between the consumer and the brand. They spend a lot of time with its owner (certainly more attention distracted consumer advertising pages in the newspaper). Emotional bond develops. Brand cars, motorcycles, perfumes, shoes, coffee, and they know it.

The main dimension of creation and innovation

And 'a product that most research efforts are focused and creative. Y "", even where they are most visible. style and technology go hand in hand. Audi is a brand that has focused its efforts in both areas, with visible success.

Always in the context of

At least in the shop, that product is included in the concept of retail brand of architectural window and interior displays, music, promotional materials and promoted by dedicated sales staff. Zara, who communicates only through its products, stores, and the site is a good example of the power of communication of the product may have. For luxury brands, this is the ultimate test. Daum vase brand brings the whole mythology of Fine Arts, but also the specific glass (glass) paste: no two pieces are exactly the same and they are not anywhere else other brand. Luxury product must be different than their counterparts in the mass market.

The product should be treated with full awareness of their impact on communication. Never kill a bestseller: Restyle it. Canceling a group of products that sell well, claiming that fit more into a new style or a new brand identity, which is a lack of respect for the market. Some brands have tried and regretted it. That translates to a massive release of customers, those customers themselves, who may become advocates of the rebranding, the change was made gradually and intelligently. The automotive industry has managed to East Volkswagen New Beetle and the new MINI Cooper to be good examples of how to do well recently.

Summing up the transfer of energy Product: bad publicity rarely loyal customers are discouraged, while low quality products will always be.

business behavior

Enron scandal in the United States, the alleged use of the Nike sweatshops in developing countries, the collapse of Arthur Andersen, and many other cases shed light on some of the bad practices. corporate behavior can have a big impact on how it is perceived brand identity and should certainly include brand events.

uncontrollable behavior

Overall, the negative impact on brand identity is caused by the uncontrolled behavior of individual employees. headlines like ""Siemens is being investigated for alleged corruption in the oil-for-food"" program for Iraq ""(Financial Times Deutschland, January 2007) or"" the beginning of the trial of the former directors of Ahold for alleged fraudulent accounting ""(Le Figaro, May 2005), which can seriously damage brand. increasingly, consumers are interested in the behavior of the people who run their favorite brands, and there is strong evidence that the public demands more ethical business practices. in a study by Millward Brown in 2002 showed that 75 percent of a sample of consumers British purchased or boycotted the brand based on the company behavior.3 led the company to strengthen control, the development of ethical standards and adapt its structures and processes to minimize the risk of misconduct.

What refers to the mark it must also be applied to all related entities, such as foundations, suppliers, agents, and so on. Nike resonance history served as a clear warning for all brands in the world. Since the outcome of the case Kasly in 2003 for alleged misrepresentation of their labor, Nike has received excellent feedback from organizations that monitor corporate behavior. In 2004, for the third time in a row, Nike was given the score of 100 percent Campaign Corporate Equality Index Survey of human rights. Nike Corporate Responsibility Report 3.5 stars (out of five) for the agency Mapplecroft independent ethics findings, said: ""Nike is highly recommended for its budgetary transparency"" Mark responded very well to protect your l ""any character, and benefited from the lessons of identity in the industry.

controlled decisions

Moreover, it may happen that some of the behavior of the company, a subsidiary has a negative impact on the brand. For example, in September 2006, Burberry management decided to close one of its factories in Wales, seeking to re-open in China in March 2007. However, workers in Wales managed to force the company to justify a strategic choice the House of Commons. Media took the matter very seriously, noting the incompatibility between brand identity, based mainly on the British sensibility and intention ""to leave the country, leaving 300 families in the UK without a job.""

This is the price for giving up the values ​​of the brand, such as Arthur Andersen and Lehman Brothers have learned the hard way. If your brand identity is not respected, ethics and values, inevitably undermines the credibility of the brand.

actual consumers

Trademarks do not always choose their customers and can never control the activities that can have an association with a brand products. Therefore, customers are also events and brand can have unforeseen about how the brand is perceived impact.

Examples are unhappy branded products to be associated with the famous case-Bruno Magli shoes which have been used as evidence in O.J. Simpson murder or Berluti shoes offered at Roland Dumas, former French minister embroiled in a corruption scandal, are examples. While the media in these cases may develop brand awareness may not always be good for the perception of the brand identity.

More difficult to handle some cases branded products are adopted by the market segments that are contrary to the values ​​of the brand promotes. For example, Lacoste, famous for its crocodile logo and its links with the court, and the symbol of a lifestyle of modern sport was adopted by the North African and African Youth worse the outer circumference of the majority of French cities, a market segment that is not originally provided by the brand managers.

Please read more on digital advertising here: https://thoughtleadershipzen.blogspot.com/2016/05/digital-advertising.html

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Luxury brand power

When customers prefer a sign that they are willing to spend a little 'further. It happens that the brand goes through periods in which creativity is perhaps a little weak, and new products are not as good as it should be, and yet manages to keep loyal customers. There is always a strong strong brand value of United for historical reasons and social, and emotional.

luxury goods, brand identity is an important part of the company. In a sense, it can also be limiting: you can not run the product, which is beyond its legitimate sphere.

As brand strength is measured? The first question is, is known as? This can be determined by asking 500 target consumers: ""What are you know luxury brand watches"" Rolex or Cartier immediate answers, let's provide what is called spontaneous consciousness. But the same answer, the researchers will be able to provide other information. Each registered brand is mentioned many times before, that provides the highest response of the mind, an indication of the great strength of the brand product category. For example, if you ask a group of consumers to the brand name digital advertising ecosystem scarves all know, they are more likely to cite Hermes earlier. However, the record of this information will give the percentage of respondents who put in front of the brand, which allows us to determine gains and losses over time. It also allows you to see any change in the respective positions of the leading brands in the best answers the mind of consumers.

In the second stage, subjects were presented a list of brands and asked to indicate which of them do not know. This gives scientists what is known as suggested knowledge, which gives information about brand awareness with customers.

Overall top brands such as Chanel, Dior, and Armani have spontaneous awareness between 40 percent and 60 percent, depending on the country, in the testing phase. But it probably helped consciousness ranging from 80 to about 90 percent in the luxury perfumes and ladies categories of ready-to-wear. Some less positive results in spontaneous brand awareness, and generally cite only by those who have the product and its use.

The most important aspect of a brand is its identity, that is, the specific content of consciousness generates.

The value of the brand

In this section we will focus on a study conducted annually by Interbrand, the main results were published in BusinessWeek. Interbrand rate of almost all brands in the world, each with a total value.

Interbrand's methodology

Interbrand is based on the value of a particular model of brand management, which summarizes all the other elements of the brand and customer relationships. This model puts the consumer in the center, divides the world into three brands management (by assessing the possibility of testing) branding, creative process (brand strategy, design and verbal) and brand identity management processes (culture, use and protection).

Interbrand annual study selection criteria include:

The company should be open.

Must have at least one-third of revenues generated outside the country.

It must be a sign in front of the market.

The added economic value must be positive.

The public should not have purely business to business without a wider public profile and awareness.

The methodology used to assess the value of different brands Interbrand is:

provides current and future specially assigned to the branded products revenue.

cost of doing business and intangible assets such as patents and management strength to assess what portion of the profit is directly related to the brand is deducted (costs, operating taxes).

In other words, the idea is to estimate the additional revenue stream from the fact that the product has a certain brand rather than no brand at all. Brand justify the higher price, which after deduction of the investment needed to keep the brand where it is, can be considered directly related to the gross profit of the brand.

Luxury brand in the Top 100

There are a few observations arising from this list of luxury brands that appear in the Interbrand Top 100 for 2010 and 2011. Firstly, the estimated value of the brand Louis Vuitton is more than double and triple Gucci Chanel. Second, it is significant that ten of the sixteen brand name from France and Italy.

Another feature of this list is that for some reason, Interbrand does not seem to comply with its rules. In contrast to their stated criteria, some of these brands Chanel and (above all) Lacoste are privately owned. In fact, if private companies and public enterprises, which are connected, but they still have a strong family control, representing eleven of the sixteen companies. control of all or most of the family, it is almost evident in these characters. It probably has something to do with the need for long-term policy in this area, it is easier to get to familycontrolled society.

brand Features

Where the brand gets its power? A study conducted by Bernard Dubois and Patrick Duquesne1 found that the brand value of wine for the following reasons:

Mythical value: contains the raison d'être and the representativeness of their time.

The exchange value: refers to the best value, which includes the required elements of the mythical above and other valuable ingredients.

Emotional Value: This is completely different, because it offers the excitement and thrills.

Ethical value: This is related to social responsibility and how the brand on the market reacts.

The value of identity: refers to the way that the trade mark may be used by consumers to convey something about yourself.

Let's start looking at different aspects of the brand, from the brand as the order. then we will see the end of the dimension of time and the role of brands in society.

Brand as a contract

When a company buys a competitor greater than the sum of its net asset value, there is an element of the company name in the consolidated balance sheet of the merger. This is the total amount of the positive attitude of consumers intangible but extremely valuable for the acquired company and its products.

Given the uncertainty currently prevailing in the market value of the company is not good press. And again, taking into account, however, can be problematic, it is the real added value, gradually building as consumers become convinced that a brand can provide a product whose style and quality is better than its competitors.

When consumers buy Burberry and Aquascutum coat, are not simply buy a coat; They buy goods fashion as a respected brand name and one that has a strong emotional value. The customer perception, this capital materializes, especially in the name. At the beginning of the history of luxury brands, it was, as we have seen in previous chapters, usually the name of an expert designer / craftsman, and the aim of increasing production above the level otherwise standardized and emphasize the production of high quality criteria. It seems quite logical, because if, as we have said, a sign consists mainly of capital trust, and then put your name on the product by the seller, the easiest way to gain trust. This is the essential structure of a large amount of human exchanges.

As discussed below, the name or logo of the brand, is an important, visible in a more complex reality. It provides mediation between the basic values ​​of society-luxury identity and perception your customers have of her: her image.

Note that this is what the consumer is looking for a label is a guarantee of the highest quality and specific and strong exclusivity. What is the basis for long-term guarantee of the relationship between the consumer and the manufacturer.

This refers to products and sell these policies. Department store chain Saks Fifth Avenue is the principle that the customer may return any product purchased in the last six weeks for a refund, no questions asked. For a long time, Saks had Révillon hypermarkets.

Every year, some customers do not buy fur on 15 December and returned in late January. Révillon teams, stressing that these customers were abusing the right to withdraw from the agreement on free leather coat every winter, he tried several times to convince the administration to make an exception to the policy store. Saks refused, considering that even if you left them vulnerable to abuse, the return policy is part of the basic principles of the store, which was a compromise, and it was part of their brand identity.

And 'common for executives to talk about the brand as an expression of the genetic program of the company: a stable structure, rich in potential, which reflects the existence of the company and be able to earn the trust of customers, but also imposes strict ground rules. Although this is a clear picture, but it can be a little ""fuss. We prefer to talk about the semiotic invariants and the ethics and aesthetics of the brand.

In fact, in everyday speech, two brands as Armani and Sonia Rykiel do not express the same values ​​and have a distinct brand identity. Giorgio Armani is a supporter of the traditional woman, dressed in a very modern way conservative, with a certain Italian flavor. Sonia Rykiel refers to the relatively mature and modern woman who is very independent in their decisions and those who want to make another statement. much is also identified with Paris, especially the left bank. Products and positioning must take into account these representations with which they are associated in the imagination of the customer. As a result, they take slightly different strategies to be recognized and to gain and maintain the confidence of consumers.

Therefore, the brand is a contract that is implicit in nature and governs the relationship between the company and its customers. This relationship is two-dimensional: it is not only economic, but also, over time, creates emotional ties, which are sometimes very intense, with infidelity on both sides, temporary or permanent abandonment, and most importantly, mutual influence on the ability to meet both sides agreement.

Competitive dimension brands may be included in the size of the contract. It exists only because the brand differs from its closest competitors. This is one of the foundations of their identity. The consumer selects a particular brand for the quality offered, in this sense, brand differentiation is part of the agreement between the two parties.

Because it is based on differentiation, ie d '^ reason for each brand, this agreement is the default. As such, it can not be confused with the standard rules of trade regulation, which are the same for all. What brand belongs to another report, which is an example of an automatic return policy Saks. Brand is a guarantee of higher quality and better service; ultimately added value.