tag:blogger.com,1999:blog-31151372105862344562024-02-11T15:44:33.192-08:00BrandwatchersAnti Spam Citizenhttp://www.blogger.com/profile/03210607146565008129noreply@blogger.comBlogger2125tag:blogger.com,1999:blog-3115137210586234456.post-69736505654192930442029-06-06T08:12:00.007-07:002024-02-11T07:05:18.094-08:00BrandwatchersBrand monitoring is a business analytics process concerned with monitoring various channels on the web or social media in order to gain insight about the company, its products, brand, and anything explicitly connected to that particular business. It is about monitoring the brand’s reputation and reception by the general public and the consumer base and targeted demographic.
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What is a "brand"? A brand is seen as one of its company's most valuable assets. It represents the face of the company, the recognizable logo, slogan, or mark that the public associates with the company. In fact, the company is often referred to by its brand, and they become one and the same.<br />
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"Brand" is one of those words that is widely used but unevenly understood. What does “brand” mean, and how has the word’s application changed over time? The first definition of “brand” is the name given to a product or service from a specific source. Used in this sense, “brand” is similar to the current meaning of the word “trademark.” </p><p>More than a century ago, cattle ranchers used branding irons to indicate which animals were theirs. As the cattle moved across the plains on their way to Chicago slaughter houses, it was easy to determine which ranches they were from because each head of cattle was branded. </p><p>With the rise of packaged goods in the 19th century, producers put their mark on a widening array of products - cough drops, flour, sugar, beer - to indicate their source. </p><p>In the late 1880s, for example, as the Coca-Cola Company was getting started, there were many soda producers in every market. Before Coca-Cola could get a customer to reach for a Coke, it needed to be sure the customer could distinguish a Coke from all the other fizzy caramel-colored beverages out there.
In the first sense of the word, then, a brand is simply the non-generic name for a product that tells us the source of the product. A Coke is a fizzy caramel-colored soda concocted by those folks in Atlanta.
In earlier times, we referred to these non-generic names as “brand names.” </p><p>When Baby Boomers were growing up, marketers might have said that Proctor & Gamble sold a laundry detergent under the brand name Tide. Nowadays, people would simply say P&G sells the Tide brand of laundry detergent. Problem is, the shorthand suggests there’s no difference between a brand name and a brand. But, in contemporary marketing, there is.</p><p>Beginning in the later part of the 20th century, marketers began to grasp there was more to the perception of distinctive products and services than their names - described as “the intangible sum of a product’s attributes.” </p><p>Marketers realized that they could create a specific perception in customers’ minds concerning the qualities and attributes of each non-generic product or service. They took to calling this perception “the brand.” <br /></p>Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-3115137210586234456.post-6501446552090506632023-10-26T13:23:00.001-07:002024-02-11T07:08:57.810-08:00Brand Observer<p></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEih3jZAGJpR1uivnKxFlL-eurkWbWcy1ldRV8slTIhZU_7vcjzrrmae98e7-szHXLrEZIN7LZamMlNWAxgGeKRNm1ezqKlhWzVYCkEVjL4qZUZkgngNe8TWF8Bw9e9OZEfdxaysBv4GGjbpgl9LGxJGo9Bc9tyna-dQwJ9wmP0tPDrh0305p_gGwdkiAUej/s361/brandwatch.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="361" data-original-width="361" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEih3jZAGJpR1uivnKxFlL-eurkWbWcy1ldRV8slTIhZU_7vcjzrrmae98e7-szHXLrEZIN7LZamMlNWAxgGeKRNm1ezqKlhWzVYCkEVjL4qZUZkgngNe8TWF8Bw9e9OZEfdxaysBv4GGjbpgl9LGxJGo9Bc9tyna-dQwJ9wmP0tPDrh0305p_gGwdkiAUej/w200-h200/brandwatch.jpg" width="200" /></a></div>Here are some tips on how to watch a brand for moral and ethical correct behavior:<br /><br />* **Research the brand's values and mission.** What does the brand say it stands for? What are its stated goals? Do its values and mission align with your own?<br />* **Look for evidence that the brand is living up to its values.** Does the brand have a code of ethics? Does it have a good track record of treating its employees and customers fairly? Does it support good causes?<br />* **Pay attention to the brand's news and social media.** Is the brand transparent about its operations? Does it respond to criticism in a thoughtful and respectful way?<br />* **Be aware of any controversies or scandals involving the brand.** How did the brand handle these situations? Did it take responsibility for its actions and make changes to improve?<br /><br />Here are some specific things you can look for:<br /><br />* **How does the brand treat its employees?** Does it pay fair wages and benefits? Does it provide a safe and healthy work environment? Does it respect its employees' rights?<br />* **How does the brand treat its customers?** Does it provide honest and accurate information about its products and services? Does it stand behind its products and services? Does it resolve customer complaints fairly?<br />* **How does the brand impact the environment?** Does it use sustainable practices? Does it reduce its environmental impact? Does it support environmental causes?<br />* **How does the brand support the community?** Does it donate to charity? Does it volunteer its time and resources? Does it support local businesses?<br /><br />It is also important to be aware of your own biases. Just because a brand is popular or well-known does not mean that it is ethical. Conversely, just because a brand is small or independent does not mean that it is ethical. It is important to do your own research and make your own judgments.<br /><br />If you see evidence that a brand is not behaving ethically, you can take a number of actions. You can contact the brand directly and express your concerns. You can also boycott the brand or spread the word to others about its unethical behavior.<br /><br />By watching brands for moral and ethical correct behavior, you can help to create a more ethical and responsible world.<br /><p></p>Brand Watchershttp://www.blogger.com/profile/04968706286191669279noreply@blogger.com