08/18/2012

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AdWords The positioning of a mark in the Web not only includes/understands the organic positioning of its site. The first a to formulate, to draw up a plan of action with goals specifically defined. The first decision that we would have to take is to define if we will position our referring site as of a mark or if the mark is added value of the site. It is clear that the first case implies a much greater effort, if what we wished it is to logar to compare the Web with a mark identity, at least in certain local markets. In any case, AdWords would have to be one of the tools most able to help us in this task. For very just a short time, Google did an abrupt change in its policy with respect to the marks, allowing that the advertisers use marks of other proprietors favoring the activities of branding. The direct consequences of this driving have been basically two. First of all, any advertiser will be able to use any mark. The second consequence, is that due to the system of you bid up by click own of AdWords, hopes that Marcas used like Key words, they increase considerably its cost. Before this panorama, if our objective is to secure the identification with the mark, this will mean a greater erogacin we do if it by means of AdWords. On the other hand, a species of paradox with respect to the results can be registered. Many users will realise searches by mark, with the conviction that first result that find will be the one of the official site. But now with this new opening, he can thus not be. He is possible to emphasize that Google will be able to realise investigations if it considers that...
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Brand Equity Source The assets most important of a company, such as the people in the organization and the names of marks, are intangible e, for many businesses, the name of the mark and what it represents is its more important asset, the base of the competitive advantage and future profits. Kotler and Keller (2006) complement that branding says respect to create mental structures and to help the consumer to organize its knowledge on products and services of form that becomes its taking of decision more clarified e, in this process, generates value to the company. Below, Figure 1 represents the assets of the Brand Equitiy, as an organization chart of exploration of the mark, argued in the topics to follow. Figure 1: The assets of the Brand Equity Source: AAKER, 1998. 4.4.1 Knowledge and Loyalty to the mark For any business, are dispendioso to conquer new consumers and are relatively cheap to keep the existing ones, especially when he has the satisfaction and affection with the mark (AAKER, 1998). Cabrino (2002) in recent years analyzes some occurred points ahead of the habits of purchase of the consumers next to the products and/or services disponibilizados in the market. This if of because, beyond the increase around new trends and of a market extremely disputed and competitive, to all occasion he will appear new marks and models, making with that he increases the available options and with that the consumer if does not arrest the particularitities. Cabrino (2002) still says that the reasons most concrete verified ahead of this change of market, of consumption habits, must it the fact of that a growth of the lower partner-economic classrooms of the society is occurring, since the censuses, carried through in recent years, point that the income band that is growing more it is the C....

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