Brands & Ads

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How advertising communicates some key characteristics of the branding process

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Brands & Ads

  1. 1. Brands and Communications Objectives
  2. 2. How advertising creates, build and maintain brands.
  3. 3. Communication objectives: <ul><li>Differentiation </li></ul><ul><li>Consistency </li></ul><ul><li>Recognisability </li></ul><ul><li>Relevance </li></ul><ul><li>Ubiquitous </li></ul><ul><li>Market dominance </li></ul><ul><li>Organisational values & behaviours </li></ul><ul><li>Trust </li></ul><ul><li>Value </li></ul><ul><li>Co-promotions and alliances </li></ul><ul><li>Commitment </li></ul><ul><li>Brand personality </li></ul><ul><li>Customer self-identification </li></ul><ul><li>Personal relationship </li></ul><ul><li>‘ Iconic’ presence </li></ul>
  4. 4. Here are some examples:
  5. 5. Differentiation <ul><li>First registered trademark in UK </li></ul><ul><li>Simplest possible graphic device </li></ul><ul><li>Instantly recognisable </li></ul><ul><li>Differentiates from ‘commodity’ products (originally) </li></ul>
  6. 6. Consistency <ul><li>Over 200 years of consistent use </li></ul><ul><li>‘ Signature’ product of giant Bass Charrington group </li></ul>
  7. 7. Recognisability <ul><li>Said to be the most recognised image in the world </li></ul>
  8. 8. Ubiquitous <ul><li>Coca Cola dominates its marketplace </li></ul><ul><li>Coca Cola’s marketplace is the world </li></ul><ul><li>Coca Cola intends that every customer is constantly in sight of its advertising, and within reach of its products </li></ul>
  9. 9. Market dominance <ul><li>‘ Hero’ product </li></ul><ul><li>‘ Hero’ consumer </li></ul><ul><li>Heavy, consistent and high quality advertising quickly helped Lynx establish sector dominance </li></ul>
  10. 10. Trust <ul><li>Early brand differentiated from unreliable ‘commodity’ soaps </li></ul><ul><li>‘ £1000 reward’ for finding impurities never claimed </li></ul><ul><li>Original ‘Signature’ product for worldwide Unilever Group </li></ul>
  11. 11. Value <ul><li>Pepsi’s original proposition: twice as much soda for your money </li></ul>
  12. 12. Customer self identification <ul><li>Identifies Dove with ‘real people’, just like you </li></ul>
  13. 13. Brand personality <ul><li>Favourite Ogilvy device </li></ul><ul><li>Early identification of brand and product with a ‘character’ </li></ul><ul><li>See also Marlboro Cowboy </li></ul>
  14. 14. Personal relationship <ul><li>Google and many new brands ask customers to enter into a more equal relationship which does not take the brand too seriously </li></ul>
  15. 15. Some branding milestones
  16. 16. Coca Cola invents Father Christmas
  17. 17. Silk Cut: the product that does not need to say its name
  18. 18. Benson & Hedges: the customers’ favourite advertiser
  19. 19. Absolut Vodka: the best pack shot in the world
  20. 20. Celebrity endorsement:Nike does it best
  21. 21. Stella, still reassuringly expensive

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