Transcript What is branding?

Kevin Zhang
 It equals marketing communication. It involves
communication about the product the product or service.
 Promotion is an element in the marketing mix.
 Communication techniques aimed at informing, influence
and persuading customers to buy or use a particular
Advantages
Advertising
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Wide coverage
Control of message
Repetition means that the message can be communication
Can be used to build brand loyalty
Personal selling
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High customer attention
Message is customized
Interactivity
Persuasive impact
Potential for development of relationship
Adaptable
Opportunity to close the sale
Sales promotion
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Effective at achieving a quick boost to sales
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Encourages customers to trial a product or switch brands.
Merchandising
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Displaying products to maximize sales
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Operates at the ‘point-of-sale’
 Public relations
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Can achieve favorable publicity about the business
Can communicate effectively with customers and
other stakeholders
Can build the image and reputation of the business
and its products, particularly amongst customers
Sponsorship
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Sponsoring events that appeal to their market are
likely to shape buying attitudes and help generate a
positive reaction.
• Promotes the 'Brand Image'
 Direct Marketing
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Focus limited resources on targeted promotion
Can personalize the marketing message
Relatively easy to measure response & success
Easy to test different marketing message
Cost-effective if customer database is well managed
 Branding is establishing an identity for a product
that distinguishes it from competitors.
 The adoption of values, image, awareness,
recognition, quality, features, benefits and name
for a product.
 A brand is the sum of the characteristics of a
product perceived by user.
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To differentiate the product
To aid advertising
To build loyalty
To facilitate recall
To communicate value of the product
To target segments
To aid recognition
To protect the product
To promote the product
To convey the image of the product
Monster
Dell
• Mission – objectives
• Money – to pay for the campaign
• Message – to be delivered
• Media – choice of advertising media
• Measure – measuring the impact
 Print media – newspaper and magazines
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Advantages:
• Widely read
• Short lead time
• Local. Regional and national papers available
• Color printing adds to impact
• Inexpensive compared to television
 Disadvantages:
• Short life
• Low impact
• Not every group reads a paper
• High costs especially for national newspaper
T elevision
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Advantages:
Large audience
Low cost per exposure
High impact – color, sound and movement
Can target specific groups
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Disadvantage:
Very high overall cost
Limited prime time space
Short-lived
May not be watched – visual wallpaper
Proliferation of channels
Reduces audience
Conveys only a limited message
Radio
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Advantages:
Relatively inexpensive
Can target specific segment
Relatively mobile
local
Disadvantage:
Limited impact
No vision
Short life
Listener’s attention limited
Audio wallpaper
Mainly local rather than national
Outdoor
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Repeatedly seen
Target particular area
May encourage impulse buying if close to shops
Local media
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Message must be short and simple
Cannot target socio economic groups
Rarely attract full attention
Short lived
Difficult to measure effectiveness
Cinema
 Advantages:
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High impact
Captive audience
Can be specifically targeted
Local audience
Visual, sound, ,movement
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Limited audience
Mainly young audience
Short lived message
May only be seen once
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Internet
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Cheap
Easy to set up
Easily updated
Number of hits can be monitored – useful measure of
effectiveness
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Problems of connecting
Limited audience
Technical problems
Banner adverts not very effective
Search engine listing can be costly
Persuasive