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What “Branding” means? Branding is the process of creating a brand
image that engages the hearts and minds of customers, is what separates similar products
from each other.برندسازی فرایند ایجاد ادراک و ذهنیت مثبت در مشتریان است به نحوی که قلب و ذهن آنها
درگیر شود.
Brands live in heads and heartsAlthough a company may own a brand name and
logo, and greatly influence what people think about its brands, the actual brand meaning that influences behavior resides in the heads and hearts of customers and other stakeholders. شما تنها مالک لوگو و نام هستید جای برند در قلب و ذهن مشتری است نه روی محصول
شما.
Brand experience (cont’d)“Brands are “lived” and adapted by each customer
according to their own individual experiences with them.”
4 نیاز به رسیدگی و برند مانند یک موجود زنده دائماپرورش دارد.
Brands transform products • A basic principle of branding is that a brand
transforms products – goods as well as services – into something larger than the products themselves.
• Ex: Wrangler Vs Levi’s both made from Denim
اگر در برندسازی موفق شوید محصول تان استحاله می شود.
• Perceptual mapping (جانمایی ادراکی ) is a visualization technique that indicates how customers perceive competing brands in terms of various criteria.
• The map enables brand managers to quickly see how their brands compare, in the minds of consumers, with competing brands.
• Sometimes brands need to be repositioned because their original position no longer fits the modern – day culture.
• Repositioning may also be used when a brand extends its product line and needs to redefine itself in terms of its new goods or services.
Ex: Dramatic change in positioning (Dr. Scholl’ sandals)
Product feature ImageSandals from a fitness line to a fashion line Moved from drugstores into trendy shoe stores Sex and the City product placement Independents designers started buying, repainting, and reselling with hand-painted flowers and patchwork designs
• Three steps lead to successful brand strategies:
• Developing the brand’s identification • Creating the brand image
معرفی جایگاه به بازار•ایجاد ذهنیت برند •
Product Branding Process
• Selecting the desired brand position
جایگاه سازی•
The Marines Have Developed a “Tough” Image
• Brand position is the standing of a brand in comparison with its competitors in the minds of customers, prospects, and other stakeholders.
• Select a position that can be realistically supported by the product, the company, and the marketing communication.
• Because brand position hinges on a brand’s meaning, changing a brand’s meaning can allow a company to move or enlarge its brand position.
• A positioning strategy is generally based on one of several variables: – Category (Jifکره بادام زمینی)– Image (سیگار مارلبرو)– Unique product feature ( شش امگا روغن )– Benefit (نرم کننده سافتلن)
– Product user (شامپو بچه فیروز)
1.1 Category positioning: this type of positioning is possible anytime a brand defines, creates, or owns a category or sub product category. (Jif own peanut butter category)
جایگاه سازی بر اساس اولین بودن در یک 1.1طبقه از محصول
1.2. Image positioning: this type of positioning differentiates on the basis of a created association. It is similar to pre – emptive positioning in that any brand can attempt to create a differentiating image for itself.
• Often these attempts fail, however, because the image is not realistic, not creatively constructed, or not used long enough to actually build up an association between the brand and the desired image.
• The creative people at the Leo Burnett advertising agency in the 1950’s decided they could take this attempt at “cowboy” positioning and make it distinctive and inspirational.
• They used a solitary cowboy as a symbol of independence, put a tattoo on his arm, and always showed him isolated in dramatic western settings.
1.3. Unique product feature positioning: this type of positioning is based on an element that is unique to the product or company. Product features are tangible and intangible attributes of a good or service, and they provide a basis for positioning.
. جایگاه سازی بر اساس ویژگی های منحصر 3.1به فرد محصول
1.4. Benefit positioning: this type of positioning is based on benefits, advantages that allow a product to satisfy customers’ needs, wants, or services.
. جایگاه سازی بر اساس مزیت محصول 4.1
1.5 Positioning by product user: another approach is positioning by product user or a class of users.
. جایگاه سازی بر اساس استفاده کنندگان 5.1محصول
Figure 3-1: Determining the Desired Brand PositionIMC In Action: Dr. Scholl’s
• Three steps lead to successful brand strategies:
• Developing the brand’s identification • Creating the brand image
معرفی جایگاه به بازار•ایجاد ذهنیت برند •
• Three steps lead to successful brand strategies:• Selecting the desired brand position
• Creating the brand imageجایگاه سازی•
ایجاد ذهنیت برند •
Product Branding Process
• Developing the brand’s identification
معرفی جایگاه به بازار•
• The brand name and symbol chosen to represent a brand need to reflect the position of the brand, and they must work as identification cues.
• The more memorable and relevant the brand name and symbol are, the faster and less costly it will be to create awareness of a brand, position it in customers’ minds, and develop an image for it.
Although choosing a memorable name is more art than science, successful brand names
generally are the result of extensive research.
• Brand Names (مبانی انتخاب نام برند) • Successful brand names share several
characteristics that help make them memorable. • A good brand name usually communicates one or
more of the following characteristics: –Benefit (Head & Shoulder, Slim – Fast)–Association (HP: Agilent for a high-tech spin-
off because it conveyed a positive, relevant meaning – namely agility)
–Distinctiveness (Apple, Charlie) – Simplicity (Tide, Bic, Ha-Li-Bo-Te)
• Brand Symbols ( سمبل ها و المان های (برند
• We live in a visual world. • In the realm of products and companies, a
distinctive logo is used to indicate a product’s source or ownership.
• A trademark is similar to but broader than a logo. A trademark is an element, word, or design that differentiates one brand from another. Examples of Well Known Brand Logos
• Three steps lead to successful brand strategies:• Selecting the desired brand position
• Creating the brand imageجایگاه سازی•
ایجاد ذهنیت برند •
• Three steps lead to successful brand strategies:• Selecting the desired brand position• Developing the brand’s identification
جایگاه سازی•معرفی جایگاه به بازار•
Product Branding Process
ایجاد ذهنیت برند•
• A brand image is an impression created by brand messages and experiences and assimilated into a perception or impression of the brand.
“The products you wear, drive, or subscribe to can tell others what you think is important”
Branding Experts
• How brand relationships are created and maintained (cont’d)
• The Best approach is to commit to a customer-centric philosophy that values employees’ who in turn support the politics that keep customers satisfied.
Customer Centric Philosophy (فلسفه مشتری محوری)
CommitmentCommitment ResponsivenessResponsiveness
ConsistencyConsistency AccessibilityAccessibility
Relationship Aspects
Relationship Aspects
SatisfactionSatisfactionLikingLikingTrustTrust
Relationship Aspects
Relationship Aspects
Aspects Arising from the Consumer
• Creating the brand image
• Three steps lead to successful brand strategies:• Selecting the desired brand position• Developing the brand’s identification
جایگاه سازی•معرفی جایگاه به بازار•
Product Branding Process
