BRANDING: PROCESS AND STRATEGIES ENGLISH 10 M. BOUDREAU
A BRIEF REVIEW OF BRANDING: THE THREE KEY ELEMENTS OF BRANDING:
A BRIEF REVIEW OF BRANDING: ASPIRATIONAL VERSUS TRANSFORMATIONAL BRANDS
A BRIEF REVIEW OF BRANDING: STRONG BRANDS ENSURE CONSUMERS EXPERIENCE BOTH TANGIBLE AS WELL AS INTANGIBLE BENEFITS. WEAK BRANDS DO NOT.
A BRIEF REVIEW OF BRANDING: STRONG BRANDS ALSO HAVE EASILY IDENTIFIABLE BRAND GENETICS. IKEA: product and cost, design and experience. SONY: innovation and design, leadership and passion. GOOGLE: technology and vision, leadership and simplicity.
CASE STUDY HOW DOES A COMPANY ESTABLISH OR REESTABLISH ITS BRAND IMAGE?
THE BRANDING PROCESS:
CASE STUDY HOW DOES A COMPANY ESTABLISH OR REESTABLISH ITS BRAND IMAGE? THE CASE OF HULU
CASE STUDY: HULU LET’S REVIEW SOME OF THE COMPANY’S ADVERTISEMENTS…
CASE STUDY: HULU Answer the following questions in complete sentences: • Identify the rational, comparative, and emotional elements of HULU. • Is HULU a transformational or an aspirational brand? Justify your answer. • In your opinion, is HULU a strong brand? Why? • What are HULU’s brand genetics?
BRANDING ACTIVITY A company has hired your firm to brand their new product. Follow the 6 steps of the branding process to establish a strong brand image for your consumer item. You have 45 minutes to complete this activity and you will be asked to present your branded consumer item to the class. Remember… the final step in the branding process is to articulate your brand image to the public. You will therefore develop a slogan, a logo, and an advertising strategy that will ensure your brand is a strong one.