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Branding

Branding. This is what you are protecting during a crisis. . Agenda:. What a brand is and is not Types of brands How are brands established? Logos Name Word of mouth Packaging Advertising Brand maintenance Undermining a brand. Heidi Cody, “The American Alphabet”. 1. What a brand is.

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Branding

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  1. Branding This is what you are protecting during a crisis. Cases in Communications/Media Mgt.

  2. Agenda: • What a brand is and is not • Types of brands • How are brands established? • Logos • Name • Word of mouth • Packaging • Advertising • Brand maintenance • Undermining a brand Cases in Communications/Media Mgt.

  3. Heidi Cody, “The American Alphabet” Cases in Communications/Media Mgt.

  4. 1. What a brand is • Unique • An expectation • Emotional • A Story Cases in Communications/Media Mgt.

  5. What a brand is not • Only a name • Able to easily reinvent itself • A consumer addiction • Only jingles, colors, and logos Cases in Communications/Media Mgt.

  6. 2. Types of Brands • Mega-Brand • Primary • Sub-brand • House of brands • Branded House Cases in Communications/Media Mgt.

  7. Mega-Brand: Cases in Communications/Media Mgt.

  8. Primary Brands Cases in Communications/Media Mgt.

  9. Sub-brand Cases in Communications/Media Mgt.

  10. House of Brands: Procter & Gamble Cases in Communications/Media Mgt.

  11. Branded House: HP Cases in Communications/Media Mgt.

  12. 3. How are brands established? Cases in Communications/Media Mgt.

  13. A. Logos • Abstract (Nike) • Organic (Merrill Lynch) • Name (Amazon.com) Cases in Communications/Media Mgt.

  14. B. Naming Essentials • Memorable • Protectable • Fits with product / Conjures images Cases in Communications/Media Mgt.

  15. The 5 types of brand names • Synthetic • Metaphoric • Descriptive • Proper • Acronyms Cases in Communications/Media Mgt.

  16. Names - Synthetic Cases in Communications/Media Mgt.

  17. Names - Metaphoric Cases in Communications/Media Mgt.

  18. Names - Descriptive Cases in Communications/Media Mgt.

  19. Names - Proper Cases in Communications/Media Mgt.

  20. Names – Acronyms Cases in Communications/Media Mgt.

  21. C. Word of Mouth • Word of mouth companies • The frontline • Employees • Help lines • Service lines Cases in Communications/Media Mgt.

  22. D. Packaging – Color & Contrast Cases in Communications/Media Mgt.

  23. E. Advertising • (Re)Establish brands • Reinforce loyalty • Repetition • “Last in, first out” • New customers Cases in Communications/Media Mgt.

  24. 4. Maintaining a brand • Stay within expectations • Keep emotional attachment • Trim dying extensions • Handle any crisis • Increase Value Cases in Communications/Media Mgt.

  25. Maintaining by Increasing value: Sub-segmentation VS VS VS Cases in Communications/Media Mgt.

  26. 5. Undermining brands • Poor line extensions • Changing quality • Adapting too slowly • Losing Focus Cases in Communications/Media Mgt.

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