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introduction to branding and advertising

Brand considerations

Lucy
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introduction to branding and advertising

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    1. Introduction to branding and advertising

    3. Marketing mix The four main variables of a marketing strategy consist of:

    4. Demographics Demographic variables consider: Age Gender Social class Life cycle Geographic region ACORN (A classification of residential neighbourhoods) Marketers use ACORN groups to gain accurate information about their target audience. Households can be classified into groups according to a wider range of factors, depending on what is asked for on the census returns. In the UK variables such as household size, number of cars, social class, occupation, family size, income and ethnic background can be identified and divided into segments that share similar demographic characteristics. These form ACORN groups.

    5. ACORN classification:

    6. Group influences Social class- Attempts to structure and divide a society. Below: UK Socioeconomic groupings

    7. Family influences The family, whether two parent or single parent, nuclear or extended, with or without dependent children, remains a key influence on the buying behaviour of individuals. The needs of the family affect what can be afforded, where the spending priorities lie and how a purchasing decision is made. All of this evolves as the family matures and moves through the various stages of its lifecycle. Over time the structure of the family will change, for example as children grow up and leave home, or as events break up families or create new ones. This means that the family resources and needs will change over time, and that the marketer must understand and respond to these changes. Note: The marketer cannot make assumptions based on traditional stereotypes of the nuclear family.

    8. The family lifecycle

    9. Market levels

    10. Brand positioning It is important to consider the brand/ product range in the context of the competitive space it occupies in the market, defined in terms of attributes that matter to the target market. It is clearly based on a customer- based perspective.

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