Transcript Marketing Brand Management - U1S09-2010

Business English Upper Intermediate
U1S09
John Silberstein
[email protected]
Agenda
•Market Survey continued
•Current Events: So Greece Has Cleared
Some Obstacles, But Will Spain Overcome Its
Hurdles?
•Marketing: Brand Management
Marketing Research
Group Activity
Break into groups of 3 to 4.
Choose a product.
Write a 10 question questionnaire with the object
being to understand why people purchase that
product.
Marketing
Brand Management
What is Brand Management?
Brand Management is about:
Creating a Promise,
Making a Promise,
Keeping a Promise.
Marketing
Brand Management: Creating a Promise
Creating the promise means defining the brand. A
good brand promise is memorable and desirable.
A good brand promise evokes feelings, because
feelings drive actions. Volvo offers feelings of
safety. Mustang offers feelings of excitement.
Marketing
Brand Management: Making a Promise
After creating the promise, the promise must be
made and accepted with the target market
segment.
Marketing
Brand Management: Keeping the Promise
Keeping promises means managing capability. It
means consistent processes that are capable of
delivering what is required. It means technology
and systems which are reliable and usable. It
means motivated people who are willing and able
to deliver the goods.
Marketing
Brand Management
What is a Brand?
a brand is defined as ‘a name, term, sign symbol
or a combination of these, that identifies the
maker or seller of the product.
or
Marketing tool that allows consumers to
recognize the maker of a product.
Marketing
Brand Management
Why is it important to Brand?
A brand name helps an organisation differentiate
itself from its competitors. Customers often build
up a relationship with a brand that they trust and
will often go back to time and time again.
Marketing
Brand Management
What is Brand Equity and why is it important to
Brand?
Brand equity refers to the value of the brand. Brand
equity does not develop instantaneously. A brand
needs to be carefully nurtured and marketed so
consumers feel real value and trust towards that
brand. Nike, Adidas, Harrods, have high brand
equity. These brand command high awareness and
consumer loyalty. But how much are these brands
worth? It is difficult to put a value on these brands.
Brand Management
What do the following terms mean to you?
Brand Loyalty
Brand-awareness
Branding
Brandstretching
Own label products
Me-tooism
Subliminal advertising
Lookalike products
Market saturation