Branding -

Branding -

Branding PRINCIPLES OF MARKETING Brands Have Two Parts Tangible Intangible Brand Name Name given to a product Consists of words, numbers, or letters that can be spoken Logo

Image Picture, design, or graphic image associated with a brand Trade characterhuman characteristics Slogan

Phrase or sentence that summarizes some essential aspect of the product AKA tag line, jingle Personality Ability to influence customers to buy Example:

com/watch?v=VdeD 6SrQuL0 Level of Brands Corporate Brand Product Brand Represents the Brand of a specific whole company Example: Nike is a

corporate brand product Example: Air Jordan is the brand of a specific Nike product Types of Brands Manufacturer

Created by a manufacturer for its own products AKA national brands or regional brands Examples: Cover Girl, Lays Potato Chips, Wrangler Sold through wholesalers, and ultimately to retailers, such as department stores Example: Jeans such as Diesel, Lee, Levi, Guess, Baby Phat are available at retailers such as Sears, Macys, or J. C. Penney, but not Abercrombie jeans Private brand

Definition: Resellers include retail stores, distributors, and wholesalers Resellers often develop their own products Private brand is a brand owned by a reseller AKA store brands, distributor brands, dealer brands, or private label brands Example: Abercrombie & Fitch carries private brand jeans only available at their stores Generic Brand Product that is not branded Usually packaged in black and white

packages Product category is the only label on the package Generally lower in price Examples: baking soda, paper towels, canned fruits, and many medicines Branding and the Customer Identifies the product Name, logo, slogan, and packaging Coke is the real thing in a red and silver can with a wave Pepsi is for a new generation in the blue and red can

with a circle Provides assurance of quality Provides assurance of consistency Quality Customers vary in the level of quality they want in various products Example: inexpensive ballpoint pens sell for under a dollar each and work well for a student; however, a successful executive might prefer an elegant fountain pen with platinum trimthe Montblanc brand sales for over $300

Consistency The product is the same whenever and wherever you buy it McDonalds hamburger is the exact same each time you get it, even at a different location If you stay in a Hilton hotel anywhere in the United States, you know that you will be getting clean, comfortable, reasonably priced accomodations Goals of Branding

Create Unique Brand Identity Some benefit of the product that sets it apart from other similar products Benefit is the need-satisfying ability of a product Customers buy benefits, not features Product benefits in three categories Functional benefits meet physical and safety needs Emotional benefits meet acceptance and esteem needs

Self-expressive benefits meet esteem and selfactualization needs Visual symbols is another aspect of a brand What is the metaphor in the symbol? Goals of Branding Develop a Positive Brand Image Developed over time by promotion and by customer experience with the product Positioning consists of the actions marketers take to create a certain image of a product in the minds of customers Brand position is the image that a brand has in the

mind of the customer Consumers like companies that are socially responsible Naming rights for new sports stadiums and other public places is very popular right now Goals of Branding Brand Loyalty Definition: a situation in which the customer will buy only a certain brand of a product; repeat purchases mean more profits Research shows that it is less expensive to keep current customers than to find new customers

Protecting a Brand Brands are only valuable if your competitors cannot copy it U.S. Patent and Trademark Office will register brands Trademark is another term for brand; refers to the word, phrase, symbol, or design that identifies and distinguishes the source of goods Service mark is the same as a trademark, identifying the source of a service Symbols to use:

YOU as a Brand Many of the most famous and popular brand names are the names of people who developed the brands Ford Ritz-Carlton Jennifer Lopez

Recently Viewed Presentations

  • Biology 211 Anatomy & Physiology I

    Biology 211 Anatomy & Physiology I

    Biology 212 Anatomy & Physiology I Male Reproductive System Penis Three erectile bodies Two corpora cavernosa One corpus spongiosum surrounding urethra Penis: Bulb or Root Shaft Glans Prepuce (foreskin) Erection: Parasympathetic stimuli cause arterioles in three erectile bodies (corpus spongiosum...


    Systematic sampling. RANDOM SAMPLING A random sample is where every member of the population has an equal probability of being selected. It is the best technique to obtain a representative sample, and produce findings that will be generalisable to the...
  • 1. What was the old Imperialism? 2. Where

    1. What was the old Imperialism? 2. Where

    Old Imperialism: Spanish & Portuguese Empires, 1700 Spanish Portuguese The setting for the new imperialism was Africa and Asia, from approximately 1870 to 1960. The leaders of the new imperialism were Britain, France, Italy, Germany, and Belgium. New Conquests B...
  • Wine: IIT in a Globalized Industry

    Wine: IIT in a Globalized Industry

    We all know that David has written (a lot) about intra-industry trade. Greenaway & Hine (1991). "Intra-Industry Specialization, Trade Expansion and Adjustment in the European Economic Space."
  • Theme 3 Thats Amazing! Thats Amazing! Name some

    Theme 3 Thats Amazing! Thats Amazing! Name some

    As you read the story, think of questions you can ask other students. in a grumpy or grouchy way marked by good taste; graceful a woman who acts as a child's parent a child whose parents are dead relating to...
  • BEHAVIORAL LEARNING THEORY Response-Stimulus-Response model of learning (R-S-R)

    BEHAVIORAL LEARNING THEORY Response-Stimulus-Response model of learning (R-S-R)

    Harold Kelley's Attribution Theory We use 3 types of information in making decisions about the causation of action in a situation: 1. Distinctiveness - Observe actor in similar situations. (low distinctiveness implies personal cause; high distinctiveness implies situational cause).
  • Adaptive Algorithms for PCA - CNEL

    Adaptive Algorithms for PCA - CNEL

    Adaptive Algorithms for PCA PART - II Adaptive Algorithms for PCA PART - II Oja's rule is the basic learning rule for PCA and extracts the first principal component Deflation procedure can be used to estimate the minor eigencomponents Sanger's...
  • Achieving Balance in a Research Career

    Achieving Balance in a Research Career

    Outline. A bit about me. A bit about underrepresentation & diversity. Balance & joy in academia (& industry too) Life in academia. ... Like to read, sing, play piano, ski, travel, eat great food, solve crossword puzzles and logic problems....