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{{marketing Brand strength analysis describes efforts to determine the strength a
brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create an ...
has compared with its
competitors Competition is a rivalry where two or more parties strive for a common goal which cannot be shared: where one's gain is the other's loss (an example of which is a zero-sum game). Competition can arise between entities such as organisms, indivi ...
.


Software companies

Software brand strength is hard to measure accurately. Techniques from competitor analysis can be used to compare companies over time. Crowley and Zajas have analyzed how to determine the benefits of strong brand names in the software sector. Quantitative marketing research by sampling large customer bases using adaptive conjoint techniques and
qualitative marketing research Qualitative marketing research involves a natural or observational examination of the philosophies that govern consumer behavior. The direction and framework of the research is often revised as new information is gained, allowing the researcher to ...
by focus groups and observing customers in stores are examples of techniques they recommend. Benefits to a company of good
brand recognition Brand awareness is the extent to which customers are able to recall or recognize a brand under different conditions. Brand awareness is one of two dimensions from brand knowledge, an associative network memory model. Brand awareness is a key consi ...
include speeding up new product acceptance, enabling market share penetration by
advertising Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...
, and resisting price erosion. During the decision process for software buying, usually 95% of customers buy a brand that they were previously aware of, 90% buy a brand that they considered beforehand, and 80% buy the specific brand they expected to. According to Crowley and Zajas, branding power measurement is an important way that companies can keep track of their position in the software market.


See also

*
Brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create an ...
*
Brand loyalty In marketing, brand loyalty describes a consumer's positive feelings towards a brand, and their dedication to purchasing the brand's products and/or services repeatedly, regardless of deficiencies, a competitor's actions, or changes in the envir ...
* Brand management *
Brand valuation Brand valuation is the process of estimating the total financial value of a brand. A conflict of interest exists if those who value a brand were also involved in its creation. The ISO 10668 standard specifies six key requirements for the process of ...


References

*Crowley, Ed and Jay Zajas. “Evidence supporting the importance of brands in marketing computer products.” ''Journal of Professional Services Marketing'', Volume 14, issue 2 (1996), 121–137. Brand management Brands Product management