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Branding & Positioning

Branding & Positioning. A Brand gives a product a distinct identity A Brand consists of all the features that make up a product’s image Brands are created using names , logos , slogans to convey the product’s personality or position

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Branding & Positioning

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  1. Branding & Positioning • A Brand gives a product a distinct identity • A Brand consists of all the features that make up a product’s image • Brands are created using names, logos, slogans to convey the product’s personality or position • Unbranded products are called commoditiesEx. Wheat, Oil, Minerals (Iron Ore, Gold, etc)

  2. Benefits of a Good Brand… • Brand leadership often maintained over long period of time • Easy for consumers to identify goods or services • Assures purchasers of consistent quality • Can be advertised and recognized • Reduces selling time and effort • Reduces price comparisons • May be only thing that a competitor cannot copy

  3. Brand Examples Auto Industry Ford Buick BMW Toyota Mazda Chrysler Subaru Ferrari Mini Volkswagen

  4. Branding Brand names are either … • corporate dominantor • product dominant

  5. Branding • Corporate dominant names include the name of the manufacturing company in the brand name or as the name of the product (Roots, Nike, Hollister) • Product dominant names try to connect a product with its positive attributes (Zest soap, iPhone, PlayStation)

  6. Branding - Logos Logo is the term for all of the symbolic ways to create a brand: • Includes trademarks, brand marks, logotypes & corporate symbols Logos have 3 basic forms: • Monogrammatic Symbols • Visual Symbols • Abstract Symbols

  7. Branding - Logos MonogrammaticLogos: consist of the stylized writing of the company’s or product’s initials.

  8. Branding - Logos Visual Symbols: Usually line drawings of people, animals or objects

  9. Branding - Logos Abstract Symbols: • Shapes that carry a visual message but are not identifiable objects • They convey a vague product association

  10. Brands in common language... • Some brand names are so successful they become part of our everyday language...can you name some: • Kleenex • Q-tip • Jell-o • Others...? • Ziplock • Band Aid • Xerox • Vaseline

  11. World’s Most Valuable brands

  12. Private label brands… • A private label is a brand that a retailer creates to exploit their corporate image • Only that retailer can sell it • It allows them to differentiate themselves (And control price and quality) Examples: • Loblaw’s “President’s Choice” • Shopper’s Drug Mart’s “Life” brand

  13. Brands and Slogans • A slogan is a short, catchy phrase that is always attached to a company/product’s name and logo Captain Obvious’ Examples: • Nike: ______________ • McD’s: ______________

  14. Brands and Slogans • Good Slogans ….Are short (7 words or less) • States the brand name • Tells the consumer what the company/product does • Is catchy and memorable • Carries a positive message

  15. Successful Slogans…

  16. Refreshing a Brand… • Companies will make changes to products in an effort to create or stimulate ‘brand awareness’ • Ex: change package, target market, ads… • Milk-”Drink Milk...Love Life” imparts a healthy association with milk. It would be difficult to re-position milk as a trendy drink • Mountain Dew was transformed from a drink associated with “Hillbillies”, to one associated with extreme sports enthusiasts. • Foreign markets require special product and brand positioning due to cultural, political, religious and economic factors

  17. Extending a Brand… • Brand extension involves using an established brand’s success to introduce a new but SIMILAR product • Example: Humpty Dumpty chips logo used to extend in the snack market (Ringolos) • The idea is for consumers to buy the new product because they will think it has the same quality as the older and more established product used in the brand extension • Any others?

  18. Bic Underware Harley Davidson Perfume Brand Extensions Cont’d… Extending a Brand does not always work…

  19. Licensing a Brand… • Some companies license the use of their brand identification to other companies for a fee: • Example: Dolby Sound used in music equipment, etc • Celebrities often license the use of their names to endorse products • Can you think of any?

  20. Co-Branding • When two or more brands combine and cooperate for their mutual benefit • Example: Crest and Scope, Wal-Mart and McD • Any others? See “Twenty Co-Branding Examples”

  21. Brand Acquisition… • Just what the title implies • Rather than developing a new brand, a company may (with enough $$) buy an existing brand • Important to note that there are no changes • Examples: Nike purchasing Bauer, Google purchasing YouTube

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