Business
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BrandingPPT.pdf
MARKETING MANAGEMENT
Presented By: HAZEL R. TANILON
“A name, logo, or symbol that
evokes in customers a perception of added value for which they will pay a premium price.”
John Torella, J.C. Winters Group, Toronto
“A product with a personality.”
Chris Staples, Rethink, Vancouver
Marketing communications in any form has an impact
on customers’ perceptions.
What is a brand ?
Branding is a combined effort of the company which is projected to the consumer.
Company
Brand
Consumer
Marketing
Design
(1) Products and services have become so alike that they fail to distinguish themselves by their quality, efficacy, reliability, assurance and care. Brands add emotion and trust to these products and services, thus providing clues that simplify consumers’ choice.
(2) These added emotions and trust help create a relationship between brands and consumers, which ensures consumers’ loyalty to the brands.
(3) Brands create aspirational lifestyles based on these consumer relationships. Associating oneself with a brand transfers these lifestyles onto consumers.
(4) The branded lifestyles extol values over and above the brands’ product or service category that allow the brands to be extended into other product and service categories. Thus saving companies the trouble and costs of developing new brands, while entering new lucrative markets.
(5) The combination of emotions, relationships, lifestyles and values allows brand owners to charge a price premium for their products and services, which otherwise are barely distinguishable from generics.
What is a brand ?
“The degree of consumer attachment
to a brand.”
Recognition
Preference
Insistence
Awareness of name, benefit and package
Is useful, consumer will buy if available…evoked set
Will search for; must have
Identify the maker
Simplify product handling
Organize accounting
Signify quality
Create barriers to entry
Serve as a competitive advantage
Secure price premium
Branding is endowing products and services with
the power of the brand
Brand equity is the added value endowed on products and
services, which may be reflected in the way consumers, think, feel and act with respect to the brand.
Improved perceptions of product
Greater loyalty
Less vulnerability to competitive marketing actions
Less vulnerability to crises
Larger margins
More inelastic
Greater trade cooperation
Increase marketing communications effectiveness
Possible licensing opportunities
A brand promise is the marketer’s vision of what the
brand must be and do for consumers
Company Product A
Product B
Product Packaging Websites
Advertisements
A brand is a promise. A promise to achieve certain results, deliver a certain experience, or act in a certain way. A promise that is conveyed by everything people see, hear, touch, taste or smell about your business.
logo
Integrity of Brand
Brand elements
Marketing Activities
Meaning transference
•Brand Recognition / Equity
•Brand Preference / Loyalty
•Brand Insistence
__________________
•Brand Awareness
•Brand Association
Page 220
Brand Recognition / Equity -
awareness, loyalty, quality, emotion
Brand Preference / Loyalty - the degree to which
customers are committed to further purchases eg. I will
always buy Reebok (Brand Insistence)
________________________________________________
Brand Awareness -your product is the first that comes to
mind in a certain product category
eg. Snapple ice tea, jeans-Levi’s, walkman - SONY
Brand Association - the link to favourable
images, celebrities, geographic regions
ie. Red Strip - Jamaica, VW - Germany, Screech - NFLD
Bailey’s - Eire
Brand Awareness -your product is the first
that comes to mind in a certain product
category
eg. Snapple ice tea, jeans-Levi’s, walkman -
SONY
Not in the text
Brand Association - the link to favourable
images, celebrities, geographic regions
ie. Red Strip - Jamaica, VW - Germany,
Screech - NFLD
Bailey’s - Eire
Paul Hogan - Subaru
James Earl Jones (voice of CNN)
Chihuahua - Taco Bell
Jordan - Nike
Julia Louis Dryfuss - Nice and Easy
Candice Bergen - Sprint Canada
Not in the text
Brand Association - the link to favourable
images, celebrities, geographic regions
white diamonds - liz taylor
BMW Z3 - 007
roots hats - olympics
fubu - urban trend / hip hop
right guard - Sir Charles
Ru Paul - MAC Cosmetics
Seinfeld - AMEX
Not in the text
Brand Awareness -your product is the first that comes to mind in a certain product category eg. ice tea = Snapple, running shoes = Nike
The Small and Medium-Sized Enterprises (SMEs) Division of WIPO
The Small and Medium-Sized Enterprises (SMEs) Division of WIPO
Reflects the popularity of a well-known TM
The “Swoosh” is the well known symbol of Nike
Originally Nike’s logo included also the shoemaker’s name
At the end of the nineties, the Nike’s name disappeared
The swoosh remained as the main identification symbol of the shoemaker
Today there is no need to include the brand into this logo since the recognition of a simple swoosh automatically brings our attention to Nike
The Small and Medium-Sized Enterprises (SMEs) Division of WIPO
