Transcript Branding

Branding and Advertising
MK 11/12
Goals of advertising
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Brand
Brand
Brand
Brand
Brand
Awareness and Positioning
Trial
Preference
Reminder
Repositioning
Brand Awareness and
Positioning
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Become aware by hearing or seeing
Advertising
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Informs
Brand name
Availability
Benefits
Appearance
Details for ordering
Repeat benefits…”introduce”…”presenting”
positioning
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As introduced may also position the
product:
Ie…the only truly Canadian….
Brand Trial
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If product tried and liked…will most
likely buy
Sampling Campaign
Brand Trial advertising (Coupon or just
giving one away)
Internet gives free trial of software
Fully refundable
Brand Preference
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Convince that the product has more
value than competitors.
Often include statistical data
“Most popular”, “number one”, “leading
brand”
Endorsements are often used
(statement by recognized celebrity).
Brand Reminder
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Remind that brand still there
Due to largest demographic being in
50’s using Nostalgia.
Brand Repositioning
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New trends and technology may require a
transformation.
Products often at decision point
Trying to get new customers…danger is that you may
alienate original group.
GM error with Oldsmobile
“This is not your father’s Oldsmobile”
Primary older people did not like that, younger did
not believe, women felt upset if they had owned an
Oldsmobile… disaster…Olds cut from line in 2005
Assignments
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Assignments
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Prezi, Poster, MM or PPT on Top 20 Brands:
Include the company name, a logo, and the value
of the brand. The idea is to look at a number of
sites and rank brands on recognition or market
capitalisation
Prepare a ¼ deck of cards (13) of top businesses
in a particular field, with Value, logo and slogan
included