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STRAT
EGIC B
RAND
MARKETINGI M
PO
RT A
NT
TO
PI C
S
BRAND
Unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors.
Over time, this image becomes associated with a level of credibility, quality, and satisfaction in the consumer's mind (see positioning).
IMPORTANCE OF BRANDING
• AWARENESS
• RECOGNITION
• COMPETITIVE EDGE
• HELPS PEOPLE RECOGNIZE AND RECALL
• MOTIVATION & DIRECTION FOR STAFF
• CREATES REFERRALS
• HELPS CUSTOMERS KNOW WHAT TO EXPECT
• REPRESENTS BUSINESS
• PROMISE CUSTOMERS OF QUALITY
• CREATES CALRITY & STAY FOCUSED
• CONNECT CUSTOMERS EMOTIONALLY
• BUSINESS VALUE
TYPES OF BRAND
PRODUCT BRAND
E-PRODUCT
MEDIA PRODUCT
SERVICE PRODUCT
NOT FOR PROFIT PRODUCT
NATION PRODUCT
GOVERNMENT PRODUCT
GLOBAL PRODUCT
ORGANIZATION PRODUCT
CHALLENGES IN BRANDING
• Shift from advertising to promotions
• Adapting new marketing methods
• Good distribution channel
• Information & interaction are all real time
• More sophisticated consumers
• Adapt to the changes in technology
• Competition
ADVERTISING
Advertising is bringing a product (or service) to the attention of potential and current customers. Advertising is focused on one particular product or service. Thus, an advertising plan for one product might be very different than that for another product. Advertising is typically done with signs, brochures, commercials, direct mailings or e-mail messages, personal contact, etc.
BRAND EQUITY
MEANING OF BRAND EQUITY
* Brands Power
* Goodwill
* Name Recognition
* Earned over time
*Higher sales volume
* Higher profit margins
* Against Competing Brands
3 MAIN POINTS OF BRAND EQUITY
• Tangible & intangible value
• +ve & -ve effects
• Consumer catalysts
5 STAGES OF BRAND EXPERIENCE
1• Brand Awareness
2• Brand Recognition
3• Brand Trial
4 • Brand Preference
5• Brand Loyalty
WHAT IS A PRODUCT
• ANYTHING
• OFFERED IN MARKET
• ATTENTION
• ACQUISTION
• USE
• CONSUMPTION
• SATISFY WANT OR NEED
TYPES OF CONSUMER PRODUCTS
• CONVENIENCE PRODUCTS
• SHOPPING PRODUCTS
• SPECIALITY PRODUCTS
• UNSOUGHT PRODUCTS
CHARACTERISTICS OF SERVICE
• INTANGIBILITY
• INSEPERABILITY
• INCONSISTENCY
• INVENTORY