Jan 31

Branding Company Benefits

Business large and small should consider hiring a professional branding company. A branding company brings a lot to the table. First and foremost they bring a third party objective point of view that a business is unable to obtain. The old saying holds true, you can not see the forest through the trees. But how do you choose the right branding company? Ask yourself these questions.

How do they promote themselves? Are they calling themselves an advertising agency that also does branding? If so, they are not a true branding agency. An advertising agency has a hidden agenda, to sell advertising. A branding company does not favor one tactic over another so they should not and would not promote advertising unless it is the right direction to go in. Be careful of these ad agencies that say they do branding. It is much easier to use a buzz word like branding then to actual know how to brand properly.

Are they a web design company that says they do branding? These are the absolute worst offenders of not being a branding company. Ask them simple branding questions like what is positioning or explain the difference between brand identity and brand image. Most will not even know the answer. Then you can ask them a trick question like define brand equity (currently there is no definitive answer). Web design companies are well, web designers. They are not strategic branding experts by any stretch of the imagination.

Are they a marketing company that says the do branding? Be very careful of marketing companies as they are the sneakiest offenders of all. They will talk strategy and integration but they know little about internal branding. They typically promote external branding tactics like direct marketing, logo design, advertising etc. Marketing companies do marketing not branding.

Are they a direct marketing company that says they do branding? Boy oh boy, these companies are so far from true branding they wouldn’t know it if it hit them in the noggin. Direct marketing can be a great tactic but branding it is not. True branding companies only promote direct marketing when the return on investments warrants it. The average return on investment with a direct mail piece is a half to a full percent. Personally I think that is a small return for the investment required which is why direct marketing is typically used as image building with branding companies.

Are they a search engine optimization or internet company that says they do branding? Internet marketing is one of the most effective returns on investment in the business today. Search engine optimization is probably the best single tactic for building brand awareness and sales and is the reason we hired a staff of SEO gurus. But when it comes to branding they will fall very short in planning, strategy, creative and many other areas.

Are they are branding company that really does branding? Unfortunately we have seen a lot of companies call themselves branding agencies but in all reality they are not. So how do you know how to choose the right branding company?

Ask them the following:

What types of services or programs do they have established for internal branding? Internal branding is often overlooked by every other type of company out there. It is a great indicator that you are not really dealing with a true branding company. Sure external branding is exciting and fun but if employees do not buy into it or unaware of it you are going to find yourself in big trouble as well as having wasted tens of thousands of dollars on your external campaign. Look inside yourself and make sure you have set up the right policies and procedures that best leverage your brand identity and positioning. For instance, Volvo the automobile is clearly the safety car company. Their employees should eat breath and sleep safety, safety features, safety technology etc. They should know their brand promise and how it relates to their customers. This is why even though Volvo is probably not the safest car on the road they are perceived to be. Ask ten people what’s the first thing they think of when it comes to Volvo and the answer will be safety.

Once you have confirmed that the branding company does instill internal branding practices then you can move forward with them on strategic direction and planning. Look for companies that only recommend tactics that will obtain the best return on investment and not canned specific tactics like advertising or direct marketing. You want open objective strategies and tactics to move your brand forward which is why choosing the right branding company is so critical.

By: Scott White

About the Author:

Scott White is President of Brand Identity Guru http://www.brandidentityguru.com a leading branding company. and market research firm located in Boston, Massachusetts. As a branding company we specialize in strategy and creative.

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Jan 24

Brand Development – You Should Improve Your Branding

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It might be almost blasphemous to talk about letting go of old brand equity and laying an old brand to rest, but there are times when change is needed. Reformulating and re-designing, or even overhauling an old brand can be a wise decision. If sales are flat and show no sign of growth, you’d better stop kidding yourself and hire a branding consultant.

Brands are an extremely vital element in your product and corporate value proposition. With communications so pervasive today, corporate branding and product branding are becoming fused as one. Corporate brands are increasingly powering product brands and product sales and that poses some substantial risk as those sub brands can’t be as easily re-positioned when they falter.

Brand Culture

As time passes, culture changes, new technologies and new competing brands appear and they change the perception of value that is available in a marketplace. Old sales propositions won’t fly in the face of 20 or more other competitors offering the same benefits and features. With cultural, economic, technology changes, and corporate changes, your aging brand image and brand equity may end up doing more harm than good. Your former branding successes could leave your brand and company stuck in the past.

A good example of age related branding problem is in the realm of computer products. I recently bought a new laptop computer because my old one just couldn’t keep up with my multitasking and other work needs. At the retail store, there were computers with Intel or AMD microprocessors to choose from. The key matter wasn’t really microprocessor speed or capability. In the past, the Intel logo would have compelled me to buy only computers with their processors regardless of what other features were available in the computer. The Intel brand was clearly in a class by itself. Not this time. This AMD powered computer was low priced and had the memory I required along with other features such as a 100 Gb hard drive, high resolution screen, numerous ports and adapters and a long lasting battery. It only weighs a couple of pounds and the AMD logo seemed to look better too. It says: AMD Turion 64 Mobile Technology. 64 bits and mobile compatibility. Why doesn’t Intel mention that on the computer they have their products in?

Laptops are hot and prices are falling. My 15 year old nephew just bought his first laptop on eBay, since they are cheaper and more accessible. So the whole “culture” of shopping and purchasing computers has changed.

Everyone is buying high resolution screens and I was eager to ease my eye strain from long hours of viewing everyday. The huge hard drive was great and the laptop looks good too. The old Intel brand just didn’t have the effect it once did, and their competitor, AMD, just sold one of their processors. The laptop is working great and now Intel processors don’t dictate which computer I’ll buy.

To me, the Intel logo and brand brings back memories of old Pentium computers. This is worsened by the fact that today’s processors have changed and they are running at lower speeds. This confuses the speed benefit that Intel had its brand positioned around. The technology change in viewing screens, memory, and processor use in the computer has moved the market away from where Intel was positioned. The Intel corporate brand powers sales of their new processors, but they can call those new products anything they want and it won’t effective my decision.

What Intel needs to do now, is to associate its processors with the features and benefits that consumers and B2B buyers make decisions upon. Computer branding is not all about the processors anymore and the old Intel brand image is deeply tied to old technology. Even the brand name Pentium is associated with the computer culture of the 90’s.

Here’s the issue: the old Intel brand was so successful in 90’s that it’s trapped Intel in a time warp. Intel needs new branding that ties it to the future, not the past. To get there, they are probably going to have to jettison the past.

Google is a good example of modern branding and a brand that is not tied solely to web search engines. The brand is now diversified strategically to associate it with everything people are doing on the web. Google is omnipresent, and its brand image is solely in its relevance to the current Internet culture. Google won’t let its common search engine role diminish its branding power.

Hanging onto to Old Branding Concepts

There’s a lot of reason why brand managers, CEOs, and marketing managers resist rethinking their branding and redeveloping their brands. Most often, they don’t want to leave their comfort zone and risk a short term blip in profit. Some don’t want to make an investment in hiring a branding consultant to look at the options. Branding experts examine a brand to discover its current problems, the culture of the marketplace, and to determine if a new brand identity or brand positioning would be fruitful. Some old brands are doomed, but most are just stale and not in tune with the target market. A branding consultant can provide crucial insight into market perception, brand value building, brand loyalty development, and to discover the brand value proposition that could breathe new life into your brands.

From product branding, to corporate branding all the way to extending brand reach on the Internet, Brand Identity Guru provides corporate clients with brand audits, new brand designs, corporate communications strategies, brand boosting web design, and even powerful search engine marketing services. BIG has the complete branding solution for modern e-enterprises. Reach plus relevance. That’s a hard combination to beat.

By: Scott White

About the Author:

From product branding, to corporate branding to extending brands on the Internet, BIG provides corporate clients with brand audits, brand design, brand web design, and search engine marketing services.

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Jan 24

What Are The Most Popular Designer Prescription Glasses On The Market?

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A. Nutt asked:

Once upon a time, women and men lamented getting glasses, but today, glasses can be worn by even the fashionably elite. Rock stars, and popular statesmen wear eyeglasses now, making them trendy and hip. Since the stigma has been eradicated, many well known companies have branched into creating spectacles that are becoming as much a staple to the wardrobe as the belt or handbag.

So, who are the names that people are wearing on their eyes nowadays? The list is quite extensive, but if you wish to play in the big leagues, you need to purchase the most fashionable eyeglasses around. Below is a list of the top five eyeglass lines that are the must have styles for winter (or really any season).

As per usual, the price tags are pretty hefty, however, you c an acquire these fairly reasonably via online shops and wholesalers.

Prada eyeglasses

Prada, a name that is synonymous with classic style, has joined the ranks of many well known and famous designers by creating their own line of fashion spectacles. Based in Italy, Prada decided to make their mark in the field of eyewear with outstandingly flawless masterpieces that embody the class and sophistication of the label.

Gucci specs

Gucci takes it eyeglass line very seriously, even devoting an entire web spread to their eyewear on their site. They offer a variety of styles as well, from aviator, to gender specific male and female frames. The most popular appear to be rimless and shield forms, which a lot of movie stars and celebrities are currently wearing. If you like to shop for deals online, Gucci even offered exclusive web based steals on some their hottest styles. Still. the price of these shades will set you back a pretty penny, even with the discounts.

Fendi

You have been living under a rock if you don’t know the name Fendi. The high couture fashion house has consistently put out designs that are contemporary, glamorous and classical simultaneously. These elements appear to fit the eyeglass line to a tee. Also made in Italy, many of the glasses display squared plastic frames and metal accents. They also come in a variety of styles and colors.

DKNY

DKNY’s recent motto is, it’s not about clothes it’s about lifestyle. They apparently feel the same way about their glasses, which incorporates the DKNY sense joie de vie. A stand out amongst an industry that is dominated by Italy, Donna Karan’s eyeglasses are light, fun and less pretentious than other offerings. Innovative styles, creative designs, sleek sophisticated lines dominate the eyeglass line giving consumers what they want—fashionable frames that are functional and great for everyday use.

Christian Dior

Christian Dior has made an art out of franchising the name, and thereby, the company knew just how to market their one of kind brand of eyewear. The most sassy and beautiful of the eye wear lines; CD eyeglasses offer style and comfort. Women cannot help but fall in love with the svelte and gorgeous lines of the women’s collection. Men’s eyewear was also stylish and masculine; complimenting the more rugged features of a male while giving a crisp air of refinement.

For those of you who can’t afford the name brands, ‘legal knock offs’ can be obtained at reputable retailers. These items don’t have the name of the designer on them; all they seek to do is emulate their given style. Still, investing in the real thing may be worth it. Designer styles tend to be classic ones, staying in vogue long after trendier lines have come and gone. As a fashion staple, they will stay the same as clothing styles and designs evolve.

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Jan 24

Tracking Brand ROI

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Brand ROI or Return on Investment is a measure of how much a company is able to profit from the use of a brand when marketing its products or services.

A brand can be a name, design, term, or symbol that is a label of ownership. A brand can become a very important asset for a company and it can likewise drive success in financial and competitive markets. In advertising themes, a brand is a very valuable element. Usually, a marketing department seeks to align customer expectations behind a brand name. Marketers attempt to assign certain qualities and characteristics to a brand so that customers will be able to distinguish their product or service apart from the others. Brands can be so powerful that they can attract sales even without much promotional effort from a company. It is for this reason that many marketers have endeavored to specialize in brand management, the art of brand creation and maintenance.

When a brand becomes very popular to its target market segment, it achieves brand recognition. When brand recognition reaches the point of critical positive mass, a brand achieves brand franchise. The ultimate goal in brand management is to place a particular brand on top of its product or service category. A brand name may also be classified as a type of trademark, especially if it identifies and determines the brand owner as the commercial source of some products and services. When this is the case, the brand owner may apply for proprietary protection by registering its trademark.

According to a survey compiled by Interbrand Corp. and published through Business Week, the top five global brand names are Coca-Cola, Microsoft, International Business Machines (IBM), General Electric (GE), and Intel. The values of these brands were calculated by determining the percentage of the company’s revenues that can be directly credited to the brand. When this was done, they projected sales revenues for five years and deducted the value of intangibles, like patents from this figure. Other less in-depth methods of determining the value of a brand are the use of name-brand price advantage and higher company valuation. Through the first method, brand recognition can be measured through the differences in the prices of branded products and generic products. This is based on the fact that branding increases the perceived value of products and services. The second method which is higher company valuation is based on how investors value well-performing brands.

Brand valuation is a crucial factor in brand management. Brand valuation involves calculation of potential earnings from a brand throughout its expected life down to its present day value. A brand value tracker may be designed to monitor the effects of any advertising or marketing strategy on brand value. Competitor activity, sales figures, market trends, and other key performance indicators (KPIs) may be integrated into a brand value tracker. Having all these data together in one page allows easy analysis and comparison. Moreover, this setup makes it easier for managers to build the relationship between some factors and brand ROI.

By: Sam Miller

About the Author:

If you are interested in brand ROI, check this web-site to learn more about branding scorecard.

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Jan 22

Branding – How to Succeed 2

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Brand Management

Types of Brand: Part 1

There are, in fact, many different types of brands each with its own recognisable features. The following characterises the essential features:

A Premium Brand – Compared with other products in the same category, the price is pitched at a premium. The age group that is identified more than any other with premium brands is that of the 30-65 grouping. Furthermore, this age sector continues to increase in its receptiveness.

An Economy Brand – This is a brand that is targeted, which means that it is focusing on a specific market rather than following the marketing strategy of mass marketing, to a high price elasticity market segment. The price elasticity of demand is a measure of how the quantity demanded is affected by changes in price. It is measured as elasticity. Water is an example of a product that has inelastic demand in that people will pay anything for it. Conversely, sugar is very elastic since, as the price of sugar increases, people will turn to other products, such as saccharin, which are treated as sugar substitutes.

A Fighting Brand – It is a brand that is created specifically to act as a challenge against the threat from a competitive product. A typical example is a low-priced manufacturer’s brand sold with the minimum amount of advertising. This brand is designed to compete with the dealers’ brands.

Corporate Branding – This refers to a company that uses its own name as the designated name to be used on a product brand. This means that the product and the company name become the brand name. An excellent example is the drink Coca Cola.

Family Branding – It involves selling a number of products, which are related to each other in some way, under one brand name. It differs from individual branding whereby each product is given an individual brand name. Product quality is an important facet. Should one product within the range prove unsatisfactory, it could reduce sales of all the others. This feature figures prominently in Family Branding.

Individual Branding – When all a company’s products are given their own individual brand names. Each product has its own image and identity, and it is this that constitutes the added value. A case in point is that of Coca-Cola and Bacardi Mixers. They both have their own brand name, and so can be identified individually, but are owned and marketed by the Coca-Cola Co.

Brand Leveraging – A company can use the brand equity inherent in an existing brand name in order to introduce a new product or product line. Hence, consider the case of an existing range of products. Should another product be added and it was found that this was of better quality than the other products in the range. This would be characterised as trading up or brand leveraging.

Co-Branding – This involves at least two brands working in association with each other in order to market their products. Ingredient co-branding is a particular form of co-branding. Examples include:

Betty Crocker’s brownie mix contains Hershey’s chocolate syrup

Dell Computers are built with Intel Processors

Pillsbury Brownies are made with Nestle Chocolate

Branding – How To Succeed

Peter Radford writes Articles with Websites on a wide range of subjects. Branding Articles cover Brand Types, Brand Management, Basis of a Brand Name.

Website has many more.

View his Website at: branding-how-to-succeed.com

View his Blog at: branding-how-to-succeed.blogspot.com

By: peter radford

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Jan 19

Replica Brand Name Handbags,shoes,shirts

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shinyhuan asked:

www.cocobag.net is dedicated to providing the best and newest designer handbags at a fraction of the cost. Customer satisfaction is imperative to our business. We know that people who love designer handbags always want the newest and hottest styles on the market. Often, we get our hands on new items even before they are released to the public. Then we begin the process of finding the materials, and creating the finest replicas available anywhere. Our customers are usually amazed that products that they can’t find anywhere else are available on our website, and that the quality is so high. That is why 65% of our business comes from repeat customers.

All pictures on our website are of the actual products you will receive. We know that you want to know exactly what you are going to get when you place an order, so we have our photographer take pictures of every new product before it is put up for sale on our website.

We believe in the personal touch. We have e-mail agents on standby to answer any questions you might have, as well as to keep our customers informed on the latest specials and newest items. We add items to our site regularly, so be sure to sign up for our newsletter. As a offerhandbags subscriber, you will be privy to the latest trends in the designer handbag world, and receive discounts on selected items available on our website.

Feel free to contact me if you have any other question about our web site

http://www.cocobag.net

email:shinybag@gmail.com

Best Regards

Shiny

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Jan 18

All About Vodka Brands

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Gautamm Mehra asked:

Like everything else in life, we want to know which is the ‘best’ vodka. Which vodka is most superior to others. And like everything else in life, we realize that there is no one single answer. For example, I use the latest Intel Pentium Core Duo Processor, as I require it to power my media center, on the other hand, my Grandfather still uses a 11 year old IBM Thinkpad with 4 MB RAM running Windows 3.11 with Wordpad!

Anyway, back to Vodka. Vodka is defined as a neutral spirit devoid of any distinct characteristics such as odour, taste or colour. Considering the above definition all vodkas should be the same and the brand shouldn’t matter. This is true to some extent, in the sense, that the final product of all the brands are more or less similar to each other and while mixed in a blood mary, there is little or no discernable distinction between them. However, if you plan to have them as shots, on the rocks or in a martini, then you are well advised to consume a premium brand.

There are a lot of vodkas out there. And each one is trying to catch your eye, with refreshing marketing, stylish bottles and happening events. This is because of the above noted fact, that the product is more or less same, and hence, marketing plays a big role.

Okay. Now since we are clear about what vodka actually is, lets look at some of the brands. (If you are interested more about the history and other nuances of Vodka, read my article ‘All About Vodka’) I am not affiliated with any of them and I have no particular favourite among them either. So be assured that whatever is said herein is completely unbiased and in the best interest of vodka.

Lets start with the world best selling vodka. Remember, the phrase is ‘best selling’, it doesn’t make the best vodka on the planet. I guess every vodka drinker knows it. Smirnoff. Smirnoff was the first American brand of Vodka, which was bought over from Vladimir Smirnov of Russia. The Smirnoff No. 21 is the most widely sold vodka in the world and is an extremely good example of classical vodka. It has little discerning character, and does not pamper you with slight flavours or a mellow follow through. If you don’t like to think too much and are on a budget, this is the vodka to go for. Have it chilled and experience the Russian in you. Smirnoff also comes in blue and black labels which are of increasing strength. It has also launched numerous flavoured vodkas such as Green Apple Twist, Citrus Twist, Lemon Twist and many more. They are great to have in martinis and light cocktails.

Next up, Grey Groose. Now this is on that has had its fair share of Hollywood exposure. You can hear almost every celebrity asking for a Grey Goose Martini. This vodka brand is truly a marketing brilliance. Winter wheat being distilled with natural spring waters in a French Distillery is surely going to make some heads turn. It is this approach to vodka, that has made Grey Goose a brand to reckon with. But, nothing to be taken away, this is really great vodka to have in your martini. It comes in three flavours: L’Orange, Le Citron and La Vanille. The Citron is great to have in a Lemon Drop Martini.

The third among the most marketed brands is Absolut. This Swedish vodka has the one of the largest number of flavoured vodkas in the market. Its global marketing strategy seems to have paid off in recent times and is considered to be a truly superior vodka in many places in the world. Its neutral variety comes in blue and red labels with increasing strengths. The red bottle (50 % vol) is a really smooth spirit with almost no discernarable taste of its own. The blue bottle mixes extremely well with almost all mixers and makes it great in most cocktails. The flavoured varieties too are very good and for the adventurous there are no dearth of varieties to try from.

Now, lets move onto the lesser marketed, premium brands. I’ll start with what most vodka drinkers and experts consider a truly great and ‘almost perfect’ vodka. Stolichnaya is what it claims to be “a true Russian vodka”. It was founded at the Cristill Distillery in Moscow and is now manufactured in ex-Soviet republics (Kazakhstan and Ukraine). It is quadruple distilled though quartz sand and finally passed through a woven cloth, to give you a vodka free from any flavours or odours. This one is great to have on the rocks.

Next on the list is Belvedere. This is a Polish vodka. However, unlike other Polish vodka this one is made from rye rather than potatoes. The experts are always confused about this one. Many hold it in high regard, while others suggest that the other brands mentioned here, are far superior. For the record, I like it. Still one could argue that with so many different brands with better marketing and “brand appeal”, this vodka still leaves you with something to desire more from.

Our last entry on this discussion would be Belvedere’s sibling: Chopin. However, unlike its sibling, Chopin is made from potatoes; the way authentic polish vodka should. Even though for many years, potato based vodkas have been frowned upon by Russians as inferior, the truth lies in the fact, that with the right distillery, whatever be the ingredient, you can produce superior vodka. And Chopin is a great example of the same. This vodka is crisp and has a sweet and sour green apple tinge to it. It’s the only potato based vodka that is held with such high regard and just for this sake, I urge you to try it at least once. Your Polish experience will definitely be worth it.

There are some other lovely vodka brands as well. Vox, Ketel One, Three Olives and Jewel Of Russia are just a few to name. Vodka, like other spirits, is full of tradition and variety. And to cover all would be an arduous if not impossible task. I hope not to offend anybody with my views. They are mine and others may not agree. As I always maintain wines and spirits are very personal in nature. The best wine or spirit is always the one you enjoy most! With that I humbly conclude this article. Hope you enjoyed it, as much as I need writing it.

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Jan 18

Different Brands of Men’s Underwear

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Alfred Thomas asked:

There are different brands of underwear. Some of the famous brands of underwear include Hugo Boss, Calvin Klein, 2xist, C-IN2, Diesel, and JM etc. Calvin Klein’s range of underwear includes Briefs, Boxers, Trunks, and Thongs. Calvin Klein introduced its first underwear in the year 1982. Underwear is no longer considered just a product; rather it has become a sex appeal. This brand always has an excellent quality, and finest design. Boxers are designed in such a way that they go well with suits and loose pants like cargoes and khakis.

Hugo Boss has designed different styles of underwear. Some of them include Athletic, Basic and Orange collections. Basic boxers are made from 100 percent cotton and are perfect for everyday wear. The first step in dressing well is choosing underwear. Underwear keeps your anatomy in the right position and makes you feel more confident and comfortable. 2xist is renowned for its both fashionable and functional men’s underwear and is synonymous with cutting edge and modern style and has become an iconic brand for metro sexual men’s designer underwear. 2xist has taken what was at one time seen as a purely functional and practical garment and rose it to fashion status by applying key elements of great design-cuts, materials and fit, all the rest for a metro sexual man with sophisticated tastes. As 2xist continues to evolve, expect to see new categories and innovative materials as the brand continues to refine and redefine the men’s underwear and body wear category worldwide.

C-IN2 Men’s underwear has recently become one of the world’s biggest contributors to stylish men’s underwear. It showcases some of the hottest and sexiest styles seen in a long time. Whether its style, comfort or design, the C-IN2 Men’s underwear collections Boxers, Sling Underwear and Briefs have it all. It also produces swim wear. If you simply want to get back to the basics and classic styling then it begins with the C-IN2 Basic collection. Classic stylish lines offer the best in comfort and design. The entire Basic men’s underwear range is made up of different contemporary styles; colors and each are 100 percent cotton.

Diesel’s underwear puts an end to boring briefs and off the rock boxes. Diesel’s undergarment designs feature eye-catching illustrations and an exceptional attention to detail, from perfectly centered waistband logos to metallic studded imprint on its Muntande line of briefs and boxers underwear. Due to all these efforts, Diesel is at the top spot for hot men’s underwear styles. Diesel underwear range reflects all the dynamism and imagination that the brand is famous for. With radical and bold styles coupled with superior quality, comfort and choice, Diesel’s offerings undoubtedly reflect the brands edgy but wearable style.

JM is considered one of the world’s leading brands of men’s underwear offering a broad range of body shapes and fits. Recently, JM launched a new underwear collection, bambou, which has been a top seller. JM expanded into the swim wear business with a very sexy collection called waves. JM brand is found across Canada, U.S, Europe, Mexico and Asia.

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Jan 14

What Does Brand Management Do? – How to Make Your Business Prosper With Brand Management

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What does brand management do? That is, what is the power of brand management? In the business world, what separates your business from the opposition that faces you and challenges for your market share, ownership and consumers? Yes, you heard me right – your own particular brand. Your own brand separates you from the competition and his brand and this is a key point. You need a particular branding and from this flows brand management. This business education article will educate you on the basics about brand management, what it is, what it can do, and how important it is for your particular business and your business profitability. Welcome to the world of business brand management where you will learn how important branding is as an important and integral part of business education.

What is innovative brand management? Creative brand management is the use of marketing methods to a specific product, line, or brand. It is important for any business because it seeks to powerfully increase the product’s value to the consumer and therefore up brand franchise and equity. Brand managers and business brand marketers see a powerful brand as a powerful “promise” that the quality consumers expect from a brand will continue with their continued future purchases of the same product – a real promise and a real expectation. How does this fact help business earnings? This may increase consumer sales by making a consumers’ comparison with competing products more favourable, and in favour of the better brand, naturally. It may also enable the manufacturer to charge consumers more and thus earn a premium for the product, thus boosting earnings powerfully. Since the value of the brand is determined by the amount of profit it generates for the good manufacturer, this clearly shows that brand management is powerful and in many ways powerful for any business. Businesses in this postmodern globalised world definitely need brand management techniques.

Specifically, how does creative brand management raise profits? This increase of profits can come about from a combination of increased sales and increased price due to the premium pricing of the product, and the reduced cost of goods sold, and perhaps even the reduced or more powerful marketing investments. What does this mean for your business, for profitability? This means that you can increase your product sales. This means that you can increase your price to premium product prices. This means that you can reduce the costs of the goods and products sold. This means that you can make product and/or business marketing far more effective and cost efficient. All these are powerful developments for your business!

All of these enhancements will improve the profitability of a brand, and brand managers thereby usually carry line-management accountability for a brand’s profitability, contrasted with marketing manager roles, which are usually allocated budgets, to manage and execute usually. In this regard, Brand Management is usually viewed in many worldwide or localised organizations as a broader and more strategic role than Marketing alone, and in many ways usually brand management is more important than marketing. This is a powerful open business secret.

If you wish to powerfully improve sales and business, then definitely brand management is the most powerful differentiating factor separating your business from the competition’s business. Brand management is powerful for your business, and powerful for your business’ bottom line and powerful profitability, so do come and learn how to improve your business by using the power of brand management communication to help you generate more income for your business.

By: Larry Lew

About the Author:

Larry Lew is the founder of Matrix Asia Brand Communication, with experience in Singapore and China brand management and brand communication. Visit Matrix Asia Brand Communication to see brand management services.

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Jan 13

Preflight for Graphic Design and Prepress, an Application or Process?

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Samuel Hargis asked:

Preflight for Graphic Design and Prepress, an Application or Process?

Designers and prepress operators often think of Preflight as an application. An application that runs on files to verify files and identify potential problems. I have trained hundreds of operators in how to prepare First Time Right Postscript and PDF files. That’s the first thing that I set folks straight on.

Preflight is a process. It’s a process of going through every predictable problem that can happen with your printing job. If you think it’s a software that you run and that’s it, you are not going to be able to produce First Time Right PDF files. There are many, many things that software cannot even check for, and things unique to YOUR jobs, customers, company that are important. Things that MUST be checked to ensure success and accuracy.

50% of commercial printing is headed for a delay or additional costs:

Publishers and printers regularly report more than 50 percent of the digital files they receive are improperly prepared to spec. Thus, these files will need preflight & then repair to go forward. This may be done by a publisher, printer, or kicked back to the graphic designer. At stake is the budget and schedule of the print project. Now, think about that… 50% of commercial printing projects are destined for a delay in schedule or additional costs when submitted!

A graphic design project may be made for print, web, and or video. Depending on the type of media, documents must be prepared exactly to specifications based on final output media. Common file flaws include fonts not embedded or supplied, color space(CMYK vs. RGB, or inappropriate use of Pantone or specialty colors), and resolution conflicts. These are some of the many things that can be identified quickly by Preflight tools. A Preflight tool is utility software that is specially suited to help identify these file issues.

Preflight Software, helpful, required, but not a Whole Solution:

So there are tools that help. But what about things you have to identify by visual inspection? What about bleed and trim margins, placement and position, checking dates on event ads and coupon ads. What about checking every full page ad that is a repeat to be sure that the folio (page number) is deleted or updated. What about copy flow from 2 successive documents in a publication. These are all things that must be checked visually by a human. So, if you want to be a top notch designer or prepress operator, there is a list of important Preflight items that you, the human, must check. I always advise people to develop and update THEIR LIST every time a mistake is found or caught. Use the list as a checklist often enough that it becomes completely automatic to you as you prepare and process graphics files. If you get burned on a project, think of making that a part of your preflight checklist. An example or beginning preflight checklist can be found at this URL, review it and use it as a starting point.

http://prepressforum.com/preflight/job_planning.html

Preflighting Applications, Help, and History of Preflight:

I once read an article that stated Preflight Applications were invented in the 1990’s. Actually, preflight applications are nothing new at all. The early layout applications like Quark Xpress, Aldus PageMaker, Adobe Photoshop, Ready Set Go, were the first preflight applications. Preflight applications were invented in the 80’s, and have been improved upon and developed since. Today there is a Free Preflight Tool available called FreeFlight™ at the URL below, you can download the software free and get free help and support.

http://FREE-PREFLIGHT.com

There is also an online community at PREPRESSFORUM.COM that has extensive and free, user to user support. I help folks there most every day and the site is chock full of great insider tips, tricks, problems and solutions. I would encourage any designer, publisher, or printer to join and participate, teach or learn. All experience levels are welcome to post and answer questions at this site.

Examples of First Preflight Software Tools:

Example (A) PageMaker has a links palette that scanned through the document providing a report about images linked/missing, RGB/CMYK, Tiff/EPS, etc. This was a preflight results report covering the main document AND many support document files combined. Thus Pagemaker was a preflight tool that could report on files originating from other applications, like scans. It would give the user a list of confirmations and or problems identified that was to be used to repair and prepare files prior to output.

Example (B) Quark Xpress has had a usage palette, when called, it scans through the open document providing detailed reports about fonts used/missing, images used/missing/modified, image types, image colors, image paths. This was a preflight results report covering the open document AND many support document files combined. Thus Quark Xpress was a preflight tool that could report on files originating in other applications, like scans. It would give the user a list of confirmations and or problems identified that was to be used to repair and prepare files prior to output. Additionally Quark Xpress may have started collect for output, a feature mentioned in other patents from the 1990’s regarding preflight software invention.

Example© Adobe Photoshop was used to inspect and verify images. Back in the day, a user would grab all the Tiffs and Eps placed into a job. The selected files drag & dropped onto Adobe Photoshop would automatically open and display the color space in the title bar of each file, CMYK/RGB/Grayscale etc. Thus Adobe PhotoShop was a preflight tool that could report on files originating from other applications. An operator could open the Image size palette and verify resolution before closing each document. Thus a semi-automatic preflight of graphic images was performed. So, yes, Adobe Photoshop was and still is a preflight application and a file repair application that could inspect and identify problems in files which it did not originate.

Preflighting, Today’s Hottest Current Applications:

QuarkXpress 6.5, QuarkXpress 7, Adobe InDesign CS2, these applications have built in preflight function these days. Unlike all other preflight software, these are native function that is fast and effective. Best of all, they come at no additional cost to the designer, publisher, or printer. These are built into both of today’s most common preflight applications.

However, there’s a few very critical holes in the built in preflight of these applications. No need to worry, there’s a FREE preflight application caller FreeFlight™ that has been recently released to address this. The application is a free download from a Quark Xtension and Adobe Plug-In developer site . FreeFlight is a must have tool that supplements the use of QuarkXpress and Adobe InDesign CS2 built in preflight. You can download and read about FreeFlight™ at this URL.

http://FREE-PREFLIGHT.com

“Preflighting” as a printing term came to popularity in the 1990s as printers and service bureaus ensured that problematic files would be caught and fixed before they found their way into CTF (Computer to Film) workflow. In this century the term has evolved into other variations, like post-flight, indicating when in the workflow the file is actually verified. To Preflight is proactive quality control, Postflight is reactive quality control. Preflight is good manufacturing process, Postflight is not. This may be a nice topic for later. Take my word on it and avoid Postflight workflow schemes. Real craftsmen and professionals find and fix all problems at the earliest possible point. Many of these tools below are actually post-flight oriented tools.

Preflighting, The Older Expensive Applications for the job at hand:

Markzware FlightCheck Classic: This preflight software is developed by Markzware Software. Markzware’s FlightCheck Classic is a standalone application that scans, verifies and collects each job for output. Currently available as version 5.8 (6.0 was due out this fall), Although it was the gold standard for years and is still a great tool, the software is not staying current with releases of software. Example Quark Xpress 7. Markzware’s FlightCheck Classic will preflight a wide range of digital file formats, including PDF documents and those created in most popular native application programs (QuarkXPress, Adobe InDesign, PageMaker, etc.). Ground Controls enable users to highlight potential problems, out of more than 150 choices, for which to search. Single-user licenses for Windows and Mac users are available for about $400. This software is no longer recommended because development does not stay current with the support of new application versions that it’s users face every day like Quark Xpress 7.

http://www.markzware.com

Markzware FlightCheck Collect!: This preflight software deemed the “lite” version of Markzware’s FlightCheck Classic, FlightCheck Collect! inspects for common file problems, like improperly assigned color space, missing fonts and image or resolution conflicts. Once preflighted, the application can then collect the document, including images, extensions and screen and printer fonts, for output. Markzware offers Windows and Mac versions for around $180. This software is no longer recommended because development does not stay current with the support of new application versions that it’s users face every day like Quark Xpress 7.

http://www.markzware.com

Markzware HawkEye: This preflight software from Markzware is HawkEye, a preflighting tool designed specifically for designers and content creators. It runs as a plug-in to most popular desktop publishing applications like QuarkXPress, Illustrator, Acrobat, FreeHand and more. Before content is created, designers can create specifications (known as TrueFileSpecifications) for each job they plan to create. For example, an art director can choose the color schema or font set to use. If the designer mistakenly places an element into the document that doesn’t meet the TrueFileSpecifications, he or she is immediately alerted to the discrepancy. Users can also choose to forbid saving or printing a file that is in a “failed” or “unfixed” state, helping to better manage revisions, versions and cut down on consumable waste. This product from Markzware was advertised and was on a seybold Hot Picks 2002 but may have been pulled or may have never made it to market, unable to confirm at Markzware’s site?

http://www.markzware.com

PDF/X-1 Verifier 2.0: This preflight software developed for the DDAP (Digital Distribution of Advertising for Publication association, www.ddap.org), this application verifies the integrity of PDF/X-1a files, the professional format of choice for print advertising. This application is suited for both digital ad designers as well as file recipients like publishers, prepress suppliers and printers. It offers pass-fail results or more comprehensive preflight reports. DDAP members can purchase single-seat licenses for about $95; non-members pay about $125.

http://www.ddap.org

Apago PDF/X-1 CheckUp: This preflight software developed by Apago offers PDF/X-1 CheckUp 2.5, a plug-in to Adobe Acrobat that preflights and produces PDF/X files. It supports both ISO (International Standards Organization) PDF/X-1:2001 and PDF/X-1a:2001 standards. Mac and Windows versions are available for Acrobat 4.0.5 and 5.0, for about $250ea.

http://www.apagoinc.com

Enfocus PitStop Professional: This preflight software developed by Enfocus Software, PitStop Pro preflights and edits PDF documents. It checks for 140 potential problems and offers 70 automated correction features. After running the document through preflight, users can edit existing objects and text, or add new elements. It’s also equipped to re-map color space or tag/detag images with ICC (International Color Consortium) profiles. The software comes with several common PDF profiles to select according to a file’s final destination. Windows and Mac versions of PitStop Professional are available for about $550. Enfocus Pitstop is a great tool for repairing bad PDF files. However, it is not recommended as a Preflight solution. Since the PDF is the end result, to check a PDF files is really Postflight, a good preflight workflow is about making good PDF in the first place.

http://www.enfocus.com

Extensis Preflight Pro: This preflight software is developed by Extensis, Preflight Pro inspects entire folders of native application documents created in popular desktop publishing applications like QuarkXPress, Acrobat, Illustrator, PageMaker, Photoshop and FreeHand. Following preflight inspection, the software then collects the job for output. Mac version is available for about $400.

http://www.extensis.com

TIFF/IT-P1 Checker: This preflight software developed for DDAP by Congruent Development, TIFF/IT-P1 Checker is a bundle of software tools, that includes TIFF/IT-P1 Preflight. Suited for both digital ad and packaging designers, it also represents a low-cost tool for any manufacturing partner that receives a large number of TIFF/IT-P1 files. It’s available in both Mac and Windows versions and costs about $100 for DDAP members, $180 for non-members.

http://www.ddap.org

Asura & Solvero: This preflight software created by OneVision Software AG, Asura eliminates frequently occurring production problems in PDF, EPS and PostScript files, with the help of hot-folder specifications. Asura preflights incoming files, while Solvero automatically repairs common problems. The system keeps a log of all changes made to a file. According to the developer, this coupled solution is most popular among newspaper publishers, which receive a wide range of digital file formats.

http://www.onevision.com

AdCheck: This preflight software developed by Total Integration, AdCheck 2.1 allows users to open and view production-image format files, including TIFF/IT, CT, HC and LW, using a standard Mac workstation. Its Show Info prompt provides detailed information about the file, including size and colors used.

http://www.totalint.com

Markzware MarkzNet: This preflight software developed by Markzware, MarkzNet is not an out-of-the-box preflighting solution. Rather, it’s a blend of the company’s popular FlightCheck technology with systems integration. For high-volume production environments, MarkzNet provides a Web-based portal into a company’s production workflow. Customers submit files with drag-and-drop simplicity. Files are automatically inspected for flaws or conflicts with the recipient’s specifications and either pass or fail. Failed files are rejected and both recipient and sender are immediately alerted to the problem. If the file passes, it’s automatically forwarded to the next stage of production for a truly seamless digital workflow. This software is not recommended because it is a web based tool and has proved to be really slow and not productive to many users.

http://www.markzware.com

Preflight Online: This preflight software developed from a partnership between Extensis and WAM!NET, Preflight Online is a Web-based solution for printers and publishers that need a custom-branded solution for receiving digital files from customers and advertisers. It accepts a wide range of file formats, including EPS, native Quark and Adobe PDF, preflights them and forwards files that pass directly to the recipient’s FTP server. There’s a one-time admin charge, as well as a monthly subscription fee that’s based on the customer’s actual inspection traffic. This software is not recommended because it is a web based tool and has proved to be really slow and not productive to many users.

http://www.extensis.com http://workspace.wamnet.com

TIFF/ITeyes: This preflight software developed by Rorke Data, enables users to view the complete data in TIFF/IT-P1 files, the widely adopted accredited standard for digital ad exchange. Users can measure X-Y coordinates, as well as CMYK values. http://www.rorke.com

SpeedFlow Check: This preflight software developed by OneVision, SpeedFlow Check is one component of a suite of tools that preflights, edits and imposes PDF, EPS and PostScript files. Files that pass SpeedFlow Check inspection are saved in PostScript or PDF form (depending on the manufacturer’s or publisher’s workflow) and sent to a hot-folder on the server. Problems may be fixed manually in SpeedFlow Edit and electronically routed to SpeedFlow Impose for impositioning.

http://www.onevision.com

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