Branding in 2010

Perhaps the smartest thing jewelry marketers can do in 2010 is to learn how to properly market their brand. Develop informative and memorable brand messages, which will require more content than most ads deliver. Educate customers and don't rely so heavily on graphics to convey brand messages. Here are six brand-building strategies to help you make the most of 2010. Expect a more value-oriented brand customer in 2010. Today's value-oriented consumers must have a strong reason to make a purchase. Make sure they understand your brand promise. This will help support a value-oriented shopper's need to make a luxury purchase. Brand image isn't everything—it's the only thing. Brand value is the sum total of perceived benefits derived through giving, receiving, owning, and wearing jewelry. Know how to sell the value of your branded jewelry for each of the

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