Marketing

Brand Management Part 1

:	This is Brand Management Part 1. Our learning objectives today include identify the relationship between branding, marketing and advertising and analyze how a brand's image affects itself, its consumers, and its competitors.

Branding is a long-term strategy that establishes a brand's story and identity into consumers'

minds. Marketing is either a long- or a short-term strategy that drives the brand's story and

identity and should build brand loyalty, trust, and purchase activity over time. Advertising

includes the tactics, tools, and resources used to initiate, communicate, and sustain marketing

efforts and to reinforce the brand's story and identity.

Here is a branding example from Target-- a highway billboard with only the Target bullseye

symbol on a white background. Notice there is no call to action language. Here is a branding

and marketing example from Target. The addition of the slogan "expect more, pay less" invites

consumers into the brand's story and, thus, the marketing efforts begin.

Here is a true marketing example which includes a time-sensitive message. Swiffer provides

another effective example of branding, marketing, and advertising. The consistent use of the Swiffer creative messaging and visuals in all communication tools make the brand a stellar

example of IMC practices. Swiffer shows its product in use in marketing in advertising quite

often. And this is to help a broad, diverse audience understand the product benefits and why it

is needed in a consumer's everyday life.

In its 2014 Super Bowl commercial featuring the Rukavina family-- these are real people, not

actors, by the way-- we see one of the most inclusive ad examples ever, showing the product

in use through themes of millennial-aged parents, ethnic diversity, physical limitations, and

caring for young children. Marketers must be constantly aware of how a brand image affects

its self, its consumers, and its competitors. This is also a reason why routine SWOT and PEST

analyses-- Political, Economic, Social, Technological analyses-- are essential to a brand's

long-term health.

A brands image must convey what the company stands for and how it is known in the market

place or how it is perceived by its target audience. Here are six examples of the most trusted

brands of 2017. Brand images contain both tangible and intangible elements. Tangible

elements include what consumers are directly exposed to, including what you see here, as

well as retail outlets, marketing communications, advertising, and employees' customer

service.

Intangible elements include elements not directly targeted to consumers. This doesn't mean

that consumers can't find out the information on the internet. It's just not directed to them

specifically. This list also includes corporate personnel, environmental policies, country

locations, and external media reports.

Consumer beliefs about firm are more important than how a company, senior staff, or the

marketing department perceive the image of its own company. So think of the following

companies and the image that comes to mind. When I think of JC Penney, I think of a

company that still continues to struggle with image issues. Kraft Mac & Cheese is clearly a

family oriented brand-- and one that I buy for my kids. And Folger's wants to share our

morning with us.

Effective image management should build confidence regarding purchase decisions. It should

give assurances to consumers about a purchase, especially when the buyer has little to no

experience with the brand, product, or service. It should reduce search time in the purchase

decision process. And it should provide psychological reinforcement and social acceptance of

the purchase.

A strong brand image among consumers often provides benefits to combat competition. Examples include what you see here, as well as a higher level of supply chain power, more

favorable ratings by financial analysts, and a higher probability in surviving a PR crisis.

Our learning objectives today included identify the relationship between branding, marketing,

and advertising and analyze how a brand's image affects itself, its consumers, and its

competitors. I hope you enjoyed this session. And I will see you next time.