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2 months ago | 
thestandard.co.zw | Farai Chigora |Tabani Moyo |Nqobani Ndlovu |Kenneth Nyangani
Co-branding is a marketing approach in which two or more brands collaborate to develop a product, service, or marketing campaign.
It entails blending each brand’s strengths and features to produce a unique solution that benefits both parties’ reputations and consumer bases.
Co-branding can help raise brand visibility, expand into new areas, and improve product appeal by leveraging the legitimacy and reputation of partner companies.
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2 months ago | 
thestandard.co.zw | Farai Chigora |Tabani Moyo |Nqobani Ndlovu |Kenneth Nyangani
Brand recognition measures how well consumers understand, like, and trust a company’s brand.
It involves how readily buyers recognise a brand based on its logo, colours, name, or other identifiers.
Strong brand awareness is important because it fosters trust, increases market share, and promotes customer loyalty.
It has a significant impact on consumer behaviour and choices, as well as distinguishing a brand from competitors'.
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Jan 12, 2025 | 
thestandard.co.zw | Farai Chigora |Tabani Moyo |Miriam Mangwaya |Nqobani Ndlovu
Customer value is how much a customer thinks a product or service is worth, considering the benefits and the costs.
This insight looks at many things, such as the product’s benefits, the customer experience, quality, and the overall value for money.
To get and keep customers, you need to know what they value and tailor your products and services to meet their wants.
It means weighing the benefits to the customer, like good service and products, against the costs, like money, time, and work.
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Jan 11, 2025 | 
thestandard.co.zw | Farai Chigora |Tabani Moyo |Miriam Mangwaya |Nqobani Ndlovu
CUSTOMER centricity is a company concept and practice that meets customers' requirements, preferences, and experiences.
It involves shifting the entire organisation's focus to understanding, fulfilling, and delighting consumers at every stage of their interaction with the company.
A customer-centric strategy aligns all parts of a company's operations, strategies, and decisions to deliver great value and experiences to its consumers.
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Dec 28, 2024 | 
thestandard.co.zw | Farai Chigora |Tabani Moyo |Miriam Mangwaya |Nqobani Ndlovu
BRAND identity is the unique mix of a brand's visuals, beliefs, and messages that give it its personality and look.
It's more than just the image; it's how people think about and feel about a brand, which affects how well they remember, trust, and stick with it.
Brand identity is basically how a brand showcases its unique qualities, tells its story, and connects with people in ways other than just selling goods or services.
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Dec 7, 2024 | 
southerneye.co.zw | Farai Chigora |Tabani Moyo |Margaret Lubinda |William Vundla
Business In last week’s edition, we discussed brand positioning and entrepreneurship in the age of artificial intelligence (AI).
This was a build-up to this week’s conversation on the concept of entrepreneurship and brand association management in the age of AI.
Managing brand associations for African entrepreneurs today requires an adaptive strategy that combines AI technology with a deep understanding of local cultures and consumer needs.
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Nov 30, 2024 | 
thestandard.co.zw | Farai Chigora |Tabani Moyo |Desmond Chingarande |Nqobani Ndlovu
In recent years, artificial intelligence (AI) has emerged as a transformative force across various sectors, including marketing, finance, healthcare, and education, and has existentially disrupted entrepreneurship as we know it.
African entrepreneurs ought to be invested in AI processes and, by extension, understand how to position their brands in this rapidly evolving landscape effectively.
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Nov 23, 2024 | 
thestandard.co.zw | Farai Chigora |Tabani Moyo |Miriam Mangwaya |Kenneth Nyangani
In last week’s edition in the instalment titled “Internal brand management and entrepreneurial success in the age of AI,” we introduced the concept of internal brand alignment.
We highlighted that this week, we will take a deep dive into the process of building a cohesive brand from the inside out for African brands and entrepreneurs to gear upwards competitively and maintain a competitive edge in the cutthroat competition.
Suffice it to note that the Age of AI is upon us.
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Nov 16, 2024 | 
thestandard.co.zw | Farai Chigora |Tabani Moyo |Sharon Buwerimwe |Mirriam Mangwaya
In this highly competitive environment of intense competition, the brand promise and brand experience become the defining differentiators.
This entails that the only guarantee that leverages the brand’s existence is its ability to be consistent in its promise and somewhat exceed the customer expectations in delivering the brand experience.
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Nov 10, 2024 | 
thestandard.co.zw | Farai Chigora |Tabani Moyo |Nqobani Ndlovu |Miriam Mangwaya
Generally, people do not trust brands and their messages through their official channels.
There is always a fear that they are underpinned by the need to increase profit margins rather than conveying the wholesale truth, including the challenges that come with side effects, whether they are foodstuff, medication, or hidden costs in technologies that will require additional activation fees, among others.
