1 / 14

Lecture Wk 1 L2

Lecture Wk 1 L2. Branding. Branding. ‘ The brand is the aura of beliefs and expectations about a product/service which make it relevant and distinctive It stretches beyond the physical and into the psychological and is extremely powerful ’ SHORTHAND. Why Brand?.

renee-frye
Télécharger la présentation

Lecture Wk 1 L2

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Lecture Wk 1 L2 Branding

  2. Branding • ‘The brand is the aura of beliefs and expectations about a product/service which make it relevant and distinctive • It stretches beyond the physical and into the psychological and is extremely powerful’ • SHORTHAND

  3. Why Brand? • For differentiation & recognition • To add value to a naked/simple commodity • Easier • to promote focus • to integrate • Sales promotion, personal selling & packaging • Helps market segmentation • Can help boost share price – brands have value • Can help corporate image

  4. Types of Brands • Individual brands • Proctor & Gamble range • Unilever range • Umbrella or blanket brand • Heinz • Dyson • Separate family names for different product divisions • Toyota • Lexus • Company name + • Kellogg’s

  5. Brand and Added Value • Core products • A car • Actual product • BMW 500 series • Augmented product • BMW 523 with air conditioning • It is often the brand that is bought and not the product

  6. Branding Strategies • Line extensions - Head and Shoulders Anti dandruff , regular, baby • Brand extension / stretching - Virgin records/music; trains / airline - • Multi-brands - same products but different names in the same product category - Tide Omo Fairy • New brands – Ipod; Iphone;Asus Acer Hyundai • Co-brands – Sony & Ericson; Braun & Oral B • Ingredient branding – Intel (Inside) Lycra

  7. The Biggest Brands in the World • Coca Cola • Microsoft • IBM • Apple • Nike • Addidas • Manchester United • Lenova / Huawei / HTC

  8. Brand Names and Identity • Simple – clear – distinct • The Economist – Red + • McDonald’s = G…… A……. • IKEA – Blue and Yellow – colour of Swedish Flag… • Adidas = 3 stripes • Apple = • Cars Lion = • SONY • ASUS • LG etc….

  9. Long Term Process • Promotion must continually remind the market of the brand’s presence: • What is the current brand image? • How is the brand positioned in the mind of the target buyer? Brand Personality • How does the brand relate to the competition? • How should the brand image be changed or reinforced?

  10. The Roles of Packaging • Promotes the brand • Communicates brand values • Provides protection • Ease of Use • Portion control • Reminder of brand in use. • Self selection POP

  11. Maintaining Market Share • Major brands use share of voice = share of market to maintain equilibrium • To sustain brand loyalty and exposure, all promotional tools can be used as appropriate • DRIP

  12. Developing Retention and Encouraging Loyalty • To sustain loyalty to an established product/service/ brand: • Sales promotion • Advertising • Public relations • Direct-response media

  13. Questions for thought…. • Why do some people spend 1000 RMB on a Chanel Handbag? • 25,000 on a Rolex

  14. Brand Development INCREASED SALES COST EFFICIENCIES VOLUME BUILDING INVEST IN NEW BRAND BUILD AWARENESS OF ATTRIBUTES SALES INCENTIVE PROGRAMME, TRADE PROMOTION, P.O.S BRAND SALES GROW RETAILER CONCENTRATION VOLUME BUILDING IMPROVED PRODUCTS RETAILERS LIST BRAND BRAND RECOGNITION AND CUSTOMER DEMAND FOR BRAND WIDER DISTRIBUTION NETWORK BUILT UP

More Related