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A márka arca
 

A márka arca

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Pál Zsuzsa workshopjának prezentációja.

Pál Zsuzsa workshopjának prezentációja.

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    A márka arca A márka arca Presentation Transcript

    • A márka arca III. Marketing Nyilt Napok  2012. március 16.  Babeș-BolyaiTudományegyetem  Közgazdaság és Gazdálkodástudományi Kar  Workshop  Pál Zsuzsa
    • Advantages * Establishment of Credibility: Approval of a brand by a Risks * The reputation of the celebrity may derogate after he/she hasstar fosters a sense of trust for that brand among the target audience- endorsed the product: Pepsi Colas suffered with three tarnishedthis is especially true in case of new products. We had the Shah Rukh- celebrities - Mike Tyson, Madonna, and Michael Jackson. Since the StratégiákSantro campaign. At launch, Shah Rukh Khan endorsed Santro and thisensured that brand awareness was created in a market, which did noteven know the brand. * Ensured Attention: Celebrities ensure attention behaviour of the celebrities reflects on the brand, celebrity endorsers may at times become liabilities to the brands they endorse. * The vampire effect: This terminology pertains to the issue of a celebrityof the target group by breaking the clutter of advertisements and overshadowing the brand. If there is no congruency between themaking the ad and the brand more noticeable. * PR coverage : is celebrity and the brand, then the audience will remember the celebrityanother reason for using celebrities. Managers perceive celebrities as and not the brand. Examples are the campaigns of Dawn French—Cabletopical, which create high PR coverage. A good example of integrated Association and Leonard Rossiter—Cinzano. Both of these campaignscelebrity campaigns is one of the World’s leading pop groups, the Spice were aborted due to celebrities getting in the way of effectiveGirls, who have not only appeared in advertisements for Pepsi, but also communication. Another example could be the Castrol commercialin product launching and PR events. Indeed, celebrity-company featuring Rahul Dravid. * Inconsistency in the professional popularity ofmarriages are covered by most media from television to newspapers the celebrity: The celebrity may lose his or her popularity due to some(e.g. The Spice Girls and Pepsi) * Higher degree of recall: People tend to lapse in professional performances. For example, when Tendulkar wentcommensurate the personalities of the celebrity with the brand thereby through a prolonged lean patch recently, the inevitable question thatincreasing the recall value. Golf champion Tiger Woods has endorsed cropped up in corporate circles - is he actually worth it? The 2003 CricketAmerican Express, Rolex, and Nike. Actress Catherine Zeta-Jones is used World Cup also threw up the Shane Warne incident, which caught Pepsiby T-Mobile and Elizabeth Arden. 007 Pierce Brosnan promotes Omega, off guard. With the Australian cricketer testing positive for consuming Fogyasztó ArcBMW, and Noreico. * Associative Benefit: A celebrity’s preference for a banned substances and his subsequent withdrawal from the event, bangbrand gives out a persuasive message - because the celebrity is Hűséges fogyasztó Visszatérő Szereplő in the middle of the event, PepsiCo - the presenting sponsor of the Worldbenefiting from the brand, the consumer will also benefit. * Mitigating Cup 2003 - found itself on an uneasy wicket * Multi brand endorsementsa tarnishedRokonszenves India wanted to restore the kép, főként image: Cadbury Épített consumers Korábban by the same celebrity would lead to overexposure: The novelty of aconfidence in its chocolate brands following the high-pitch worms vizuálisan celebrity endorsement gets diluted if he does too many advertisements. ismeretlen Elkötelezett acontroversy; so the company appointed Amitabh Bachchan for the job. This may be termed as commoditisation of celebrities,Híresség to who are willing TípusszereplőLast year, when the even more controversial pesticide issue shook up márka iránt Önálló életre kell endorse anything for big bucks. Example, MRF was among the earlyCoca-Cola and PepsiCo and resulted in much negative press, both soft Helyi vagy sponsors of Tendulkar with its logo emblazoned on his bat. But now Vírusszerű Akár alkalmazott Van nemzetközidrink majors put out high-profile damage control ad films featuring their Tendulkar endorses a myriad brands and the novelty of the Tendulkar- üzenetterjesztés szerpbenbest and most expensive celebrities. While Aamir Khan led the Coke arca, neve, személ * Celebrities endorsing one brand and MRF campaign has scaled down. yisége Imázstranszferfightback as an ingenious and fastidious Bengali whoRövid életű finally gets using another (competitor): Sainsbury’s encountered a problem withconvinced of theNem products `purity, PepsiCo brought Shah Rukh Khan Catherina Zeta Jones, whom the company used for its recipe story de Visszatérő személy Kevesebband Sachinhangyományos once again in a television visszatérő Tendulkar together Egyéb commercial advertisements, when she was caught shopping inmagasabb költség Tesco. A similar case elemek is kellwhich drew references to the `safety of the product indirectly. * médiákon Cselekmény épül happened with Britney Spears who endorsed one cola brand and wasPsychographic Connect: Celebrities are loved and támogassák (pl Coca-Cola 2009, adored by their fans repeatedly caught köré drinking another brand of cola on tape. * Mismatchand advertisers use stars to capitalise on these feelings zene) the fans to sway between the celebrity and the image of the brand: Celebrities manifest atowards their Facebook brand. * Demographic Connect: Different stars appeal Ismertté válhat certain persona for the audience. It is of paramount importance that Nascafédifferently to various demographic segments (age, gender, class, there is an egalitarian congruency between the persona of the celebritygeography etc.). * Mass Appeal: Some stars have a universal appeal and the image of the brand. Each celebrity portrays a broad range ofand therefore prove to be a good bet to generate interest among the meanings, involving a specific personality and lifestyle. Madonna, formasses. * Rejuvenating a stagnant brand: With the objective of example, is perceived as a tough, intense and modern women associatedinfusing fresh life into the stagnant chyawanprash category and staving with the lower middle class. The personality of Pierce Brosnan is bestoff competition from various brands, Dabur India roped in Bachchan for characterized as the perfect gentlemen, whereas Jennifer Aniston has thean estimated Rs 8 crore. image of the ‘good girl from next door’.
    • Advantages * Establishment of Credibility: Approval of a brand by a Risks * The reputation of the celebrity may derogate after he/she hasstar fosters a sense of trust for that brand among the target audience- endorsed the product: Pepsi Colas suffered with three tarnished Hírességek a márka arcaikéntthis is especially true in case of new products. We had the Shah Rukh-Santro campaign. At launch, Shah Rukh Khan endorsed Santro and thisensured that brand awareness was created in a market, which did noteven know the brand. * Ensured Attention: Celebrities ensure attention celebrities - Mike Tyson, Madonna, and Michael Jackson. Since the behaviour of the celebrities reflects on the brand, celebrity endorsers may at times become liabilities to the brands they endorse. * The vampire effect: This terminology pertains to the issue of a celebrityof the target group by breaking the clutter of advertisements and overshadowing the brand. If there is no congruency between themaking the ad and the brand more noticeable. * PR coverage : is A hírességekanother reason for using celebrities. Managers perceive celebrities as Kritériumok celebrity and the brand, then the audience will remember the celebrity and not the brand. Examples are the campaigns of Dawn French—Cabletopical, which create high PR coverage. A good example of integrated alkalmazásának okaicelebrity campaigns is one of the World’s leading pop groups, the Spice Választási kritériumok Association and Leonard Rossiter—Cinzano. Both of these campaigns were aborted due to celebrities getting in the way of effectiveGirls, who have not only appeared in advertisements for Pepsi, but also communication. Another example could be the Castrol commercial Azonnali márkaismeret ésin product launching and PR events. Indeed, celebrity-company Illik a márka imázsához. featuring Rahul Dravid. * Inconsistency in the professional popularity ofmarriages are covered by most media from television to newspapers the celebrity: The celebrity may lose his or her popularity due to some(e.g. The Spice Girls and Pepsi) * Higher degree of recall: People tend to felidézéscommensurate the personalities of the celebrity with the brand thereby Illik a fogyasztói csoporthoz. lapse in professional performances. For example, when Tendulkar went through a prolonged lean patch recently, the inevitable question thatincreasing the recall value. Golf champion Tiger Woods has endorsed A híresség meghatározza ésAmerican Express, Rolex, and Nike. Actress Catherine Zeta-Jones is used Megfelelőek a társított értékek. cropped up in corporate circles - is he actually worth it? The 2003 Cricket World Cup also threw up the Shane Warne incident, which caught Pepsiby T-Mobile and Elizabeth Arden. 007 Pierce Brosnan promotes Omega, off guard. With the Australian cricketer testing positive for consuming felfrissíti a márka imázsátBMW, and Noreico. * Associative Benefit: A celebrity’s preference for a Illik a termékhez. banned substances and his subsequent withdrawal from the event, bangbrand gives out a persuasive message - because the celebrity is in the middle of the event, PepsiCo - the presenting sponsor of the World A híresség új értéket,benefiting from the brand, the consumer will also benefit. * Mitigatinga tarnished image: Cadbury India wanted to restore the consumers Márkafogyasztó. Cup 2003 - found itself on an uneasy wicket * Multi brand endorsements by the same celebrity would lead to overexposure: The novelty of aconfidence in its chocolate brands following the high-pitch worms dimenziót adhat acontroversy; so the company appointed Amitabh Bachchan for the job. Ellentmondás kockázata. celebrity endorsement gets diluted if he does too many advertisements. This may be termed as commoditisation of celebrities, who are willing toLast year, when the even more controversial pesticide issue shook up endorse anything for big bucks. Example, MRF was among the early márkához.Coca-Cola and PepsiCo and resulted in much negative press, both soft Nepszerűség. sponsors of Tendulkar with its logo emblazoned on his bat. But nowdrink majors put out high-profile damage control ad films featuring their Tendulkar endorses a myriad brands and the novelty of the Tendulkar- Azonnali hitelesség.best and most expensive celebrities. While Aamir Khan led the Cokefightback as an ingenious and fastidious Bengali who finally gets Elérhetőség. MRF campaign has scaled down. * Celebrities endorsing one brand and using another (competitor): Sainsbury’s encountered a problem withconvinced of the products `purity, PepsiCo brought Shah Rukh Khan Széles PR lefedettség.and Sachin Tendulkar together once again in a television commercial Fizikai vonzerő. Catherina Zeta Jones, whom the company used for its recipe advertisements, when she was caught shopping in Tesco. A similar casewhich drew references to the `safety of the product indirectly. * happened with Britney Spears who endorsed one cola brand and was A fogyasztók meggyőzése.Psychographic Connect: Celebrities are loved and adored by their fans Előző márkák. repeatedly caught drinking another brand of cola on tape. * Mismatchand advertisers use stars to capitalise on these feelings to sway the fans between the celebrity and the image of the brand: Celebrities manifest a Ötlethiány.towards their brand. * Demographic Connect: Different stars appealdifferently to various demographic segments (age, gender, class, Szakma. certain persona for the audience. It is of paramount importance that there is an egalitarian congruency between the persona of the celebritygeography etc.). * Mass Appeal: Some stars have a universal appealand therefore prove to be a good bet to generate interest among the Költség. and the image of the brand. Each celebrity portrays a broad range of meanings, involving a specific personality and lifestyle. Madonna, formasses. * Rejuvenating a stagnant brand: With the objective of example, is perceived as a tough, intense and modern women associatedinfusing fresh life into the stagnant chyawanprash category and staving with the lower middle class. The personality of Pierce Brosnan is bestoff competition from various brands, Dabur India roped in Bachchan for characterized as the perfect gentlemen, whereas Jennifer Aniston has thean estimated Rs 8 crore. image of the ‘good girl from next door’.
    • Advantages * Establishment of Credibility: Approval of a brand by a Risks * The reputation of the celebrity may derogate after he/she hasstar fosters a sense of trust for that brand among the target audience- endorsed the product: Pepsi Colas suffered with three tarnishedthis is especially true in case of new products. We had the Shah Rukh- celebrities - Mike Tyson, Madonna, and Michael Jackson. Since theSantro campaign. At launch, Shah Rukh Khan endorsed Santro and this behaviour of the celebrities reflects on the brand, celebrity endorsers Előnyökensured that brand awareness was created in a market, which did noteven know the brand. * Ensured Attention: Celebrities ensure attention may at times become liabilities to the brands they endorse. * The vampire effect: This terminology pertains to the issue of a celebrity Hitelességof the target group by breaking the clutter of advertisements andmaking the ad and the brand more noticeable. * PR coverage : is overshadowing the brand. If there is no congruency between the celebrity and the brand, then the audience will remember the celebrityanother reason for using celebrities. Managers perceive celebrities as and not the brand. Examples are the campaigns of Dawn French—Cable Figyelem biztosítvatopical, which create high PR coverage. A good example of integratedcelebrity campaigns is one of the World’s leading pop groups, the Spice Association and Leonard Rossiter—Cinzano. Both of these campaigns were aborted due to celebrities getting in the way of effective Állandó PR lehetőségGirls, who have not only appeared in advertisements for Pepsi, but alsoin product launching and PR events. Indeed, celebrity-company Kockázatok communication. Another example could be the Castrol commercial featuring Rahul Dravid. * Inconsistency in the professional popularity ofmarriages are covered by most media from television to newspapers the celebrity: The celebrity may lose his or her popularity due to some Magas felidézés(e.g. The Spice Girls and Pepsi) * Higher degree of recall: People tend tocommensurate the personalities of the celebrity with the brand thereby Csorbát szenvedett lapse in professional performances. For example, when Tendulkar went through a prolonged lean patch recently, the inevitable question that Imázstranszfer (oda-increasing the recall value. Golf champion Tiger Woods has endorsedAmerican Express, Rolex, and Nike. Actress Catherine Zeta-Jones is usedby T-Mobile and Elizabeth Arden. 007 Pierce Brosnan promotes Omega, hírnév cropped up in corporate circles - is he actually worth it? The 2003 Cricket World Cup also threw up the Shane Warne incident, which caught Pepsi off guard. With the Australian cricketer testing positive for consuming vissza)BMW, and Noreico. * Associative Benefit: A celebrity’s preference for abrand gives out a persuasive message - because the celebrity is Vámpír-hatás banned substances and his subsequent withdrawal from the event, bang in the middle of the event, PepsiCo - the presenting sponsor of the Worldbenefiting from the brand, the consumer will also benefit. * Mitigating Cup 2003 - found itself on an uneasy wicket * Multi brand endorsements Referencia-csoport hatása tarnished image: Cadbury India wanted to restore the consumers Csökkenő népszerűség by the same celebrity would lead to overexposure: The novelty of aconfidence in its chocolate brands following the high-pitch worms celebrity endorsement gets diluted if he does too many advertisements. Socio-demográfiaicontroversy; so the company appointed Amitabh Bachchan for the job.Last year, when the even more controversial pesticide issue shook up This may be termed as commoditisation of celebrities, who are willing to Több márka iránti endorse anything for big bucks. Example, MRF was among the earlyCoca-Cola and PepsiCo and resulted in much negative press, both soft sponsors of Tendulkar with its logo emblazoned on his bat. But now csoportok hatékonydrink majors put out high-profile damage control ad films featuring their elkötelezettség Tendulkar endorses a myriad brands and the novelty of the Tendulkar-best and most expensive celebrities. While Aamir Khan led the Coke MRF campaign has scaled down. * Celebrities endorsing one brand and megcélzásafightback as an ingenious and fastidious Bengali who finally getsconvinced of the products `purity, PepsiCo brought Shah Rukh Khan using another (competitor): Sainsbury’s encountered a problem with Más márka használata Catherina Zeta Jones, whom the company used for its recipeand Sachin Tendulkar together once again in a television commercial advertisements, when she was caught shopping in Tesco. A similar case Újraélesztéswhich drew references to the `safety of the product indirectly. * happened with Britney Spears who endorsed one cola brand and wasPsychographic Connect: Celebrities are loved and adored by their fansand advertisers use stars to capitalise on these feelings to sway the fans Arosszul azonosított repeatedly caught drinking another brand of cola on tape. * Mismatch between the celebrity and the image of the brand: Celebrities manifest atowards their brand. * Demographic Connect: Different stars appealdifferently to various demographic segments (age, gender, class, imázsjegyek certain persona for the audience. It is of paramount importance that there is an egalitarian congruency between the persona of the celebritygeography etc.). * Mass Appeal: Some stars have a universal appeal and the image of the brand. Each celebrity portrays a broad range ofand therefore prove to be a good bet to generate interest among the meanings, involving a specific personality and lifestyle. Madonna, formasses. * Rejuvenating a stagnant brand: With the objective of example, is perceived as a tough, intense and modern women associatedinfusing fresh life into the stagnant chyawanprash category and staving with the lower middle class. The personality of Pierce Brosnan is bestoff competition from various brands, Dabur India roped in Bachchan for characterized as the perfect gentlemen, whereas Jennifer Aniston has thean estimated Rs 8 crore. image of the ‘good girl from next door’.
    • Alkalmazás• Leggyakoribb kozmetikumok és ruházati cikkek (divat, sport) és kiegészítők• Más: élelmiszer, édesség, italok, szolgáltatás L’Oreal  Lancome  Scarlet Johansson: Mango, Maybeline  Max Fctor  D&G, L’Oreal, LV, CK  Gillette  Olay  Avon  Louis Penelope Cruz: Lancome, Vuitton  Pantene  Omega  Mango, Larph Lauren, Rolex  Revon  Rimmel  L’Oreal  Uma Thurman: Versace  Chanel  Mango  Ginvenchi, TagHeuer, LV, Nike  Gucci  Giorgio Lancome  J LO: L’Oreal, Armani  Vodafone  Pepsi  Gucci, Coty  Roger Federer: Citizen Gilette, Nike, Rolex
    • Feladat Természetes Növényi kivonat Legsikeresebb hazai márka Célcsoport 20-45 Alap: bio havasi gyopár Teljes választék arcápolásban Aktuális arculat 2011-ből Aktuális arca Paula SelingVálassz ‘arc’ stratégiát! Érvelj mellette! Teremtsd meg akapcsolatot az értékek által! Kommunikáld a társítást!