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Branding in action
Go to the store. Check handout. See you in 30 minutes!
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What is your definition for a brand?
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Some definitionsA brand is a name that is given to a particular product/service/range of products/services.
A brand is the embodiment of customer goodwill accumulated during the lifetime of a service or product. It is a sustained effort by the company to encourage people to see its brand in the light in which it portrays it.
A brand is name, symbol, logo, design or image, or any combination of these which is designed to identify the product or service.
(Kotler et al, 2009: 425)
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More terms:
Brand identity – what the company wants it to be (diffused through everything a company does: every available marketing mix – from staff behavior, brochures, catalogues, reports, packaging, company stationery, business cards, company décor)
Brand image – how the consumers actually see it.
Brand promise – the marketer’s vision of what the brand must be and do for consumers.
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Open your backpack or bag. Pick up two things from it. Identify the brand.
Describe: the brand identity, brand image and brand promise of the product you chose.
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In your opinion, what is the role of a brand?
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Brand roles
For Consumers
Signal a certain level of quality
Facilitate purchase
Reduce perceived risk in the purchase situation
Reduce the time needed to shop
For Companies
Offer legal protection
Create greater customer loyalty (predictability, security of demand, less vulnerability to competition)
Hard to copy
Secure a competitive advantage
Attract higher-quality employees
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Brand roles
Functional/ rational/ tangible what the service/product actually offers
OR
Symbolic/ emotional/ intangible what the product/service means to the consumer
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Think of yourself as a brand.
Describe your brand identity. Draft a logo and slogan.
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Brand names
Memorable
Likeable
TransferableMeaningful
Adaptable
Protectable
BUILD DEFEND
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Give an example of:
an individual brand
a blanket brand
a family of products
a brand that associates the corporate name with a product name
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More terms:
Brand contact – any information bearing experience, whether positive or negative, which a customer has with the brand
Brand touch points - methods by which a consumer can make contact with a brand
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More terms:
Brand equity – evaluating/understanding the consumers’ brand knowledge (includes thoughts, feelings, images, experiences, beliefs and more than become associated with the brand)
- slogans & tag lines extremely efficient means to build brand equity (they are hooks as well as summaries of what the brand wants to be about)
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