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G-Pange Maina Kiranga USAID/K

Branding a Youth Movement. G-Pange Maina Kiranga USAID/K.

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G-Pange Maina Kiranga USAID/K

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  1. Branding a Youth Movement G-PangeMaina KirangaUSAID/K

  2. Amongst young people nowadays there is immense pressure to buy, to drink the right drinks, wear the right clothes and listen to the right music. We seem to have products blasted at us from all directions with varied and outrageous advertising campaigns, slogans and gimmicks. Every company strives for their product to be the coolest, the freshest and the most available. This constant bombardment can prove to be incredibly overwhelming and confusing when taken as a whole. (Addison, cited in Lawrence, 1999, p. 12)

  3. What is a Brand? • A brand is a set of attributes that a consumer has for a product, service, or a set of behaviors (Evans, Price and Blahut, March 2005: Evaluating the Truth Brand) • Brands enhances the value of a set of behaviors and are used for establishing a relationship between product and consumer.

  4. Essential Brand Building Blocks From Kevin Lane Keller's Brand Resonance Modelfrom Strategic Brand Management (1998 & 2002, Prentice Hall)

  5. KN's disciplined approach to customer-based brand equity measurement involves: • Identifying the optimal routes to strong brand equity via sophisticated statistical modeling; • Demonstrating the effect of strong brand equity – in terms of market share, customer acquisition, • brand loyalty and other desirable outcomes; • Pinpointing changes that will drive the brand's equity and, ultimately, the market outcomes; • Mapping your brand's equity against that of key competitors to help you stay one step ahead; • Establishing a reliable and valid framework to pulse the health of your brand over time; and •  Developing a single measure of brand equity that can feed into management scorecards.

  6. Can branding reduce new infections among the youth? • Branding can change the sexual behaviors of young people in Kenya. • Using the strategies of for-profit brands HFG can attract the attention of youths. • HFG can "brand" safe sexual behavior as part of popular youth culture and so reduce new HIV-infections among Kenyan youth. • HFG brand strategy combines commercial marketing and public health techniques to promote a new healthy lifestyle among youth 10-24 years

  7. Branded campaigns in Africa“Scrutinize” • Award winning Scrutinize project – South Africa • “In my 20 years of global advertising work, I’ve never heard of a social marketing campaign featuring in a people’s choice marketing/brand awards and certainly never in one polled amongst teens,” said Bruns, Chief Incubator at Matchboxology. “That Scrutinize was featured in the same breath as Coke, Pepsi and Volkswagen is utterly amazing and even more so in South Africa, where aspiration and the cool factor count for everything.A cool global brand such as Levi’s® associating itself with HIV – isn’t that risky business? Not so, according to Debbie Gebhardt, Marketing Director of Levi Strauss & Co South Africa. “Scrutinize has been a great partnership with local and international HIV/AIDS experts,” she says. “The Khuza award reinforces what our research has been telling us: that we’ve pioneered a fresh voice that our consumers are really responding to. It’s testament to the power of combining the brand strengths of a global icon like Levi's® with the best science and insight from the public sector.”

  8. Branded Campaigns in Africa“LoveLife” • loveLife combines high-powered media awareness and education with development of adolescent-friendly reproductive health services and other outreach and support program for hard to reach youth in poor communities. A third of its annual budget is spent on a media component including television, radio, advertising and print media. • The campaign provided HIV awareness and had significant impact on youth target market ranking high on youths ‘likeability’ list and held its own amid stiff competition from long-established commercial brands.

  9. Youth Alert! (YA!) - Malawi • What makes YA! unique is that the “product” on which the branding focuses is a continually-expanding and evolving package of BCC activities that include mass media, large scale interactive events and interpersonal communication. • The use of YA! logo and two slogans: “Youth Alert!: Your Trusted Source of Information” and “Youth Alert! My Life, My Future, My Choice” positions the YA! brand as providing balanced, accurate and trusted information and life skills related to HIV, STI, and pregnancy prevention while being youth-friendly, youth-accessible and creating a sense of ownership among youth to adopt healthy lifestyles.

  10. Fataki campaign in Tanzania • Was designed by the Heath brothers • It challenged the acceptance of Cross-generational Sex as a norm in Tanzania. • By end of fataki pilot in Morogoro 88% of adults felt they could do something to help solve the problem of cross-generational sex. (44% were calling sugar daddies fataki.)

  11. “The coming of Era of “ Brand in the hand” Marketing • “Mobile marketing is the most personal medium available. People run their lives off of mobile. It’s business, it’s personal, it’s information gathering. It’s 24/7. We call it the “brand in the hand” Global Media Manager, Adidas International

  12. “Shaking opening and taking a virtual drink” Its coke on the phone • Coca-Cola has launched a new application to promote its Sprite band, showing that mobile marketing has become an integral part of its marketing strategy. • Since Sprite is focused on youth, Coca-Cola is targeting mobile audiences in particular and this is the first large-scale program of this kind that the soft drink giant has launched in the U.S. • This shows that mobile marketing is the next biggest thing for large, mainstream companies.

  13. Mobile Phone penetration in Kenya • “6.63 billion minutes of local call were made in Kenya between July and September 2010” Communication Commission of Kenya quarterly statistics report July-Sept 2010/2011 • There are 22 million mobile subscribers in Kenya. (55.9% mobile penetration). • Mobile phone operators control 98% of internet market share.

  14. Lessons leant from Africa’s branded campaigns • Attention to branding and brand management can ensure program impact. • Campaign exposure needs to be associated with behavior. • Need sufficient “sticky” messages over extended period.

  15. END

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