Transcript brand - uwcentre

Marketing Communications & Promotional Practice
Lecture Wk 1 L2
Branding
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Marketing Communications & Promotional Practice
Branding
 ‘The brand is the aura of beliefs and expectations
about a product/service which make it relevant
and distinctive
 It stretches beyond the physical and into the
psychological and is extremely powerful’
 SHORTHAND
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Why Brand?
 For differentiation & recognition
 To add value to a naked/simple commodity
 Easier
 to promote focus
 to integrate
 Sales promotion, personal selling & packaging
 Helps market segmentation
 Can help boost share price – brands have value
 Can help corporate image
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Types of Brands
 Individual brands
 Proctor & Gamble range
 Unilever range
 Umbrella or blanket
brand
 Heinz
 Dyson
 Separate family names for
different product
divisions
 Toyota
 Lexus
 Company name +
 Kellogg’s
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Brand and Added Value
 Core products
 A car
 Actual product
 BMW 500 series
 Augmented product
 BMW 523 with air conditioning
 It is often the brand that is bought and not the product
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Branding Strategies
 Line extensions - Head and Shoulders Anti dandruff , regular,
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baby
Brand extension / stretching - Virgin records/music; trains /
airline Multi-brands - same products but different names in the same
product category - Tide Omo Fairy
New brands – Ipod; Iphone;Asus Acer Hyundai
Co-brands – Sony & Ericson; Braun & Oral B
Ingredient branding – Intel (Inside) Lycra
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The Biggest Brands in the World
 Coca Cola
 Microsoft
 IBM
 Apple
 Nike
 Addidas
 Manchester United
 Lenova / Huawei / HTC
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Brand Names and Identity
 Simple – clear – distinct
 The Economist – Red +
 McDonald’s = G…… A…….
 IKEA – Blue and Yellow – colour of Swedish Flag…
 Adidas = 3 stripes
 Apple =
 Cars Lion =
 SONY
 ASUS
 LG etc….
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Long Term Process
 Promotion must continually remind the market of the
brand’s presence:
 What is the current brand image?
 How is the brand positioned in the mind of the target buyer?
Brand Personality
 How does the brand relate to the competition?
 How should the brand image be changed or reinforced?
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The Roles of Packaging
 Promotes the brand
 Communicates brand values
 Provides protection
 Ease of Use
 Portion control
 Reminder of brand in use.
 Self selection POP
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Maintaining Market Share
 Major brands use share of voice = share of market to
maintain equilibrium
 To sustain brand loyalty and exposure, all promotional tools
can be used as appropriate
 D
R
IP
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Developing Retention and Encouraging
Loyalty
 To sustain loyalty to an established product/service/
brand:
 Sales promotion
 Advertising
 Public relations
 Direct-response media
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Questions for thought….
 Why do some people spend 1000 RMB on a Chanel
Handbag?
 25,000 on a Rolex
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Brand Development
INCREASED SALES
COST EFFICIENCIES
VOLUME BUILDING
INVEST IN
NEW BRAND
SALES INCENTIVE
PROGRAMME, TRADE
PROMOTION, P.O.S
BRAND SALES GROW
RETAILER CONCENTRATION
VOLUME BUILDING
IMPROVED PRODUCTS
WIDER DISTRIBUTION
NETWORK BUILT UP
BUILD AWARENESS
OF ATTRIBUTES
RETAILERS
LIST
BRAND
BRAND RECOGNITION
AND CUSTOMER
DEMAND FOR BRAND
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