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The Brand

The Brand. “The sum of all characteristics, tangible and intangible, that make the offer unique.”. Brand Name Coca-Cola Brand Logo Bottle Design and Red Cap Trademark ™ Legally Protected Marks. Brands and organizations spend considerable sums telling customers what they stand for.

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The Brand

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  1. The Brand “The sum of all characteristics, tangible and intangible, that make the offer unique.” Brand Name Coca-Cola Brand Logo Bottle Design and Red Cap Trademark ™ Legally Protected Marks Brands and organizations spend considerable sums telling customers what they stand for. www.AssignmentPoint.com

  2. Views on Brands “A name, logo, or symbol that evokes in customers a perception of added value for which they will pay a premium price.” John Torella, J.C. Winters Group, Toronto “A product with a personality.” Chris Staples, Rethink, Vancouver Marketing communications in any form has an impact on customers’ perceptions. www.AssignmentPoint.com

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  4. Benefits of Branding For customers a brand offers: • A desired level of quality. Consistently • Psychological rewards from ownership • A means of distinguishing one brand from another The brand image helps create loyalty. www.AssignmentPoint.com

  5. Benefits of Branding For the company branding offers: • A means of communicating features and benefits • An opportunity to create and sustain an image • Customer satisfaction and repeat purchase opportunity www.AssignmentPoint.com

  6. CK brand www.AssignmentPoint.com

  7. Brand Loyalty “The degree of consumer attachment to a brand.” Awareness of name, benefit and package Recognition Is useful, consumer will buy if available…evoked set Preference Insistence Will search for; must have www.AssignmentPoint.com

  8. Brand Equity The value of a brand in its holistic sense to its owners as a corporate asset. Brands have value. Equity is derived from: • Effective marketing strategies • A brand’s status in the marketplace • A brand’s position among customers www.AssignmentPoint.com

  9. The Top 10 Global Brands • Coca-Cola $70.4 • Microsoft $65.1 • IBM $51.8 • GE $42.3 • Intel $31.1 • Nokia $29.9 • Disney $28.0 • McDonald’s $24.7 • Marlboro $22.2 • Mercedes $21.4 www.AssignmentPoint.com

  10. Brand Building 1. Identify Brand Values and Positioning Strategy 2. Plan and Implement the Marketing Program 3. Measure and Evaluate Brand Performance 4. Build Brand Loyalty and Brand Equity www.AssignmentPoint.com

  11. Brand Positioning A good positioning strategy clearly differentiates a brand from all competing brands. “The selling concept that motivates purchase, or the image that marketers desire a brand to have in the minds of consumers.” www.AssignmentPoint.com

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  13. Image and lifestyle branding www.AssignmentPoint.com

  14. Attribute Branding www.AssignmentPoint.com

  15. The Importance of Positioning Market Analysis Target Market Analysis Competitor Analysis Positioning Strategy Product Strategy Price Strategy IMC Strategy Distribution Strategy www.AssignmentPoint.com

  16. Sample Positioning Statement “To reinforce our position in the credit card market, and to establish it as the preferred choice for all future purchases.” …VISA All you need “Reach out and touch someone.” “The quicker picker-upper.” “Have it your way.” “It's Miller time!” “Drivers wanted.” "I can't believe I ate the whole thing!" www.AssignmentPoint.com

  17. Positioning Strategies • # 1 Brand Leadership • # 2,3 Head-On • Product Differentiation • Specialized Differentiation • Innovation • Price (Value) • Channel Advantage • Image (Lifestyle) www.AssignmentPoint.com

  18. Dell unique channel position www.AssignmentPoint.com

  19. Lifestyle positioning www.AssignmentPoint.com

  20. Product Lifecycle • Reposition • New Markets • Product changes • Maturity • Brand insistence • Reminder advertising • New uses • Frequency of use • Line extensions • Decline • Harvest • Growth • Brand Preference • Build image • Brand attributes and benefits • Brand Position against competition • Introduction • Brand Recognition • Positioning • Where to get www.AssignmentPoint.com

  21. Product classification Convenience, shopping or specialty? What are the implications? • Cognitive purchase? • Stimulus response purchase? • Route to persuasion? Low involvement Peripheral route Stimulus- response High involvement Central route Cognitive Peripheral Values Central Values www.AssignmentPoint.com

  22. Advertising Icons www.AssignmentPoint.com

  23. Branding and IMC There are two key decision areas: • Determining the appropriate brand elements to focus on (names, packaging, symbols, characters, attributes, benefits, image). • Devising an effective marketing communications strategy to communicate the brand’s values and positioning strategy through all points of communication. www.AssignmentPoint.com

  24. Dove brand www.AssignmentPoint.com

  25. Packaging and Brand Image A good package design helps build a brand. • The “look” of a package must be instilled in the customer’s mind. • A package can differentiate one brand from another. • Familiarity with a package creates trust with customers. • New packages create perception of new products (product forms). www.AssignmentPoint.com

  26. Roles of Packaging A good package serves three primary functions: • Protect the product • Market the product • Provide convenience to distributors and consumers www.AssignmentPoint.com

  27. Branding by Design Shopping goods and durable goods rely more on “style” to create and sustain an image. • Lifestyle characteristics now play a key role in design. • Goods are periodically redesigned to present a contemporary image. • Re-branding strategies require intensive marketing communications to identify changes. www.AssignmentPoint.com

  28. Apple position by design www.AssignmentPoint.com

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