3er Parcial Flashcards
(49 cards)
1
Q
What is brand identity?
A
Set of characteristics and features that define the value of a brand
2
Q
Brand identity (examples)
A
Logo
Design and product image
Colors
Ethical aspects
User sensation
Values associated with the brand
Sounds
Message the brand transmits
Customer interaction
3
Q
Why is it important? (Brand identity)
A
- increases us timer confidence
- better brand recognition
- stringer product releases
- consistent sales performance
- increased credibility in the industry
- greater control over price
- links the brand to positive traits and a philosophy of life
-self-marketing and segmentation proposal for each product
4
Q
Disadvantage (brand identity)
A
Very night cots in Monet and time
5
Q
Gaining the customers trust
A
- the visual language of a brand identity helps your company build trust in countless ways
+companies with effective brand identity hav customers who trust their vision and care about success of the business
6
Q
Common beliefs and values
A
Customers are expected to agree with theprinciples that the company stands for
7
Q
Golden circle
A
- Por que? Finalidad de tu empresa
- Como? Cuáles son tus factores diferencia dores
- Que? Que productos o servicios vende
8
Q
Bases to create the brand identity
A
- Purpose of the company
- Future objectives
- Study the competition
- Develop a voice
- Avoid mimicry
- Do not stay in the logo
- Create coherent message
9
Q
A good identity boosts trust…
A
- Customers do not hesitate to share information about th company
- A trusting customer will go the extra mile just to to go to the store and pay a little mor
10
Q
A good identity starts with a good name
A
- changing the name of a brand can be a big risks
- even keeping everything else the same, it’s possible to lose
11
Q
The public must be taken into consideration
A
-who is going to see your company’s logo?
To develop any part of the brand it is essential to know your audience well
12
Q
A good logo is instantly recognizable in any format
A
- application icons are a small format
- the best logos are simple and work both with the company name and as a separated proxy
13
Q
Identity is coherent but not static
A
It is important to take into account the possible variations of your brand strategy in other countries or even within the same country
14
Q
What is user acquisition ?
A
- it is the prices of using data driven mobile ad campaign
- it is used to create awareness of apps, platforms or services and engage new users
- UA campaigns are designed to confer immediately
- it is not possible to retain all customers, so retention strategies are out and place into action
- most user acquisition strategies focus on social media channels
*can automate and optimize many aspects of the user acquisition campaign
15
Q
Types of strategies
A
PAID: A fee is paid when they click on a link or ad. Most common methods: pay-per-click, display ads, affiliate marketing, etc
ORGANIC: Companies create content or draw the customers attention in other ways, the methods used are content marketing!SEO !mailiing
16
Q
User acquisition process
A
- Identify potential users: target the most active users, which means that they are interested in the application
- Create target audiences: Create custom audiences and the like. The number of audiences will vary from one user acquisition campaign to another
- Implement and adjust creative: The vast majority of ads may not reach the campaign objectives, but it is not necessary that 100% reach the target
17
Q
Why is user acquisition important?
A
- Thousnad of smartphones and tablets are in use
- The average user spends hours checking for updates and interacting with digital products
- Mobile user acquisition campaign s find themselves in a digital environment that have created
18
Q
Why is user acquisition important (characteristics)
A
DRIVE CONVERSIONS WITH EASE
Platforms offer a wealth of user data. Downloading an app is easy and the find little to no downside. These campaigns offer immediate rewards
IT IS CIST EFFECTIVE
The COPI for a mobile acquisition is lower that the cost of acquiring new users for other channels
VISIBILITY
Deep and detailed visibility into user activity in the ap, so we can adjust campaigns and change ad spend on platform
19
Q
Disadvantage of the user acquisition
A
SATURATED MARKET
Each new application has to compete in a market saturated by dozen of alternatives
CHANGING MOMENTUM
Between new devices and changing users preference. Before launching the appplicatij to check user acceptance
20
Q
Most used channel (user acquisition)
A
Facebook ads
Universal app campaigns (UAC) Google Das
Apple Searcg Ads (ASA) de Apple
21
Q
What is user retention?
A
-implement strategies to increase the loyalty of current customers
- to be able to convert customers into regular ones
(Have an emotional arrachhment, spend more on the business, more loyal in times of crisis)
22
Q
How do you retain a customer?
A
- adopt new customer service tools
- take customers feedback account
- discovering what customers need
- use support as a retention tool
23
Q
Benefits of user retention
A
- stability for the business
- higher long term income
- existing customers bring companies 65% of profit
- the probability of selling to a cuurrent customer is (69-70%) and to a new only 3%
24
Q
Customization of user acquisition
A
- the customer feel that the brand is only addressed to him
- people like to feel valued
BENEFITS: stimulates impulse buying)g, increases revenues, results in fewer returns’ leads to layslty
25
Customer service
- being able to quickly solve a problem to a question increases confidence
- have a faq section
- have multichannel communication
- the feeling that there’s a person in the other side of the phone
26
Loyalty program
58.7% of internet users believe that earning rewards and loyalty points is one of the most valued aspects.
Laylty is desire of customers to buy, work with a brand again, etc
27
Loyalty program
58.7% of internet users believe that earning rewards and loyalty points is one of the most valued aspects.
Loyalty is desire of customers to buy, work with a brand again, etc
Give them a sense of happiness, to repeat the purchase
Loyalty programs are the bonuses, discounts and freebies you offer your customers
You can reward customers not only for purchases
28
Email marketing
- email newsletter help you to inform about discounts, remind about the expiration date, etc.
- a well configured active e mail campaign for people who have already purchased is less likely to end up in spam
29
What is Data analysis ?
* marketers rely in data analytics to drive decision making. (Identify market opportunities, potenintial new audiences, etc)
- technique in which the company takes allavailable info and prepares a marketing plan .
- Very important a activity
- shows how well it has donde in the market with the current techniques
- it gathers information from all marketing channels and consolidates it into a common marketing vision
30
Why is data analysis important?
-helps to give a vision of where the company stands
-different indicators can show which areas are working and which don’t
- you know and compare objectives
31
Stages of data analysis
- reports from the past
- analyze the current situation
- predicting and setting objectives
32
Benefits of data analysis
- Meausre the performance of strategies
-understand the health of the company with metrics (ROÍ)
-understand customer behaviour
-support decision making
33
What is Positioning strategy ?
-strategic marketing plan that helps you determine wheree your company stands in the market and how it should position itself
- marketing strategy fifysrd in distinguishing a brand from its competitors
-aims to establish the defining characteristics of a brand in the consumers mind to influence customer perception and communicate a brands competitive advantage
- showing the public how a brand wants to be perceived in the minds of customers
34
Why is positioning strategy done ?
-EFFECT ON GROWTH: Rnsures that an organizations marketing tactics have an impact
-Allows a company to shine a light on areas where it can outshine the competition
# An excellent positioning strategy can be all that stands between failure and profitability
- companies can face this approach when facing established companies have been in the market for a longer period
- Good positioning branding creates a unique moche for the product or service in the customers mind
35
Elements to create the positioning strategy
The channel, the customer and the competition
-you need to understand what makes your product better
# make sure you distinguish yourself,es from the market
- try to ensure that no aspect of your offering can be replicated d
36
Value proposition and positioning
- designed to differentiate companies from their competitors
- company’s value proposition describe the benefits of its products and services
- value proposition are derived from the positioning strategy, both must reflect each other
- basic value proposition only focuses on the features and benefits of a product
- brand must go deeper in explaining the problem, product or service
- many companies fail because they have not thought their brand proposition strategy
37
Intellectual property
Refers to creations of the mind: inventions, literary and artistic works.
-In Mexico intellectual property is divided into: copyright (letrary, musical, artistic, photographic, etc) and industrial (inventions and registrations)
38
Characteristics of intellectual property
- is a way given to anyone to defend and protect his right over his invention
-is protected and valid worldwide tahnks to the WIPO (World Intellectual Property Organization)
39
Characteristics of industrial property
- one of the two branches of intellectual property, focuses on inventions and registrations
- In Mexico it is regulated by the IMPI (Instituto mexicano de la propiedad) which is overseen by the Secretariat de economía
40
Legal figures protected by the IMPI
PATENT: product or process that proves to be new at international level
UTILITY MODEL: modifications that are made to existing inventions
INDUSTRIAL DESIGNS: Teh industrial model trademark, the industrial drawing, etc.
41
Purpose of Industrial property protection
-prevent any unauthorized use of such figures.
IMPI IS GIVERENED BY 3 CHARACTERISTICS of industrial property rights
*Exclusivity: the owner is the only one authorized to commercially exploit what he has protected
* Territorially: rights granted within the national territory nd are independent
* Temporality: stipulated period of time during which the protected object may be commercially exploited
42
Copyright
One of the two branches of intellectual property
Focuses on literary, music, artística and photography
In Mexico it is regulated by the INDAUTOR (Instituto mexicano del derecho de autor) Iwhich is overseen by the Secretariat de cultura
43
Rights of the consumer
In Mexico there are 7 written rights that help protect the consumer from abusive businesses
DERECHO A LA INFORMAVION: poder saber la información se los bienes y servicios
DERECJO A LA EDUCACIÓN:derecho a conocer tus derechos y cómo te protegen
DERECHO A ELEGIR: libertad de poder escoger el producto
DERECHI A LA SEGURIDD Y CÁLIDA: los servicios deben cumplir con las normas de seguridad y calidad
DERECHO A NO SER DISCRIMINADOS : No te pueden. Negar un producto por tu sexo, raza, religión, etc.
DERECHO A LA COMOENSACION! Si te venden un producto de mala calidad, tienes derecho a que se te reponga o que te devuoevan tu dinero
DERECHO A LA PROTECCIÓN: Cuando algún proveedor abuse puede hablar a profeco
44
Natural physical person (corporate regimes)
- a natural person is anyone who carries out an economic activity, whether as an employee, professional rendering services, merchant or seller
45
Legal entity (perosna moral)
Is the sum of natural persons that are ailied for a commercial or non profit purpose, they are intangible, they have legal framework or rights and obligations
46
Main differences between natural and moral persons
- natural persons is an individual, legal entity is a group with a common commercial purpose.
- entrepreneur natural person, company he or she founds is a legal entity
-a natural person can act in its own account and represent yourself autonomously
- a legal entity can’t represent itself , since its intangible
47
Corporate regimes (regímenes societarios)
Two or more natural persons or legal entities can get together to constitute a corporate regime
Corporate regimes are a type of legal entity and it’s done when its members want to work together towards a commercial or non profit goal
48
Que es autor (copyright)
Toda persona que crea una obra literaria
49
Que es una obra (copyright)
Toda creación original susceptible de reproducirse por cualquier medio o form
