Katho Branding101_Introduction, Key terms, Definitions


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Katho Branding101_Introduction, Key terms, Definitions

  1. 1. Branding 101 Introduction@ana_adi | www.anaadi.net
  2. 2. Branding in action Go to the store. Check handout. See you in 30 minutes!@ana_adi | www.anaadi.net
  3. 3. @ana_adi | www.anaadi.net
  4. 4. What is your definition for a brand?@ana_adi | www.anaadi.net
  5. 5. Some definitions A brand is a name that is given to a particular product/service/range of products/ services. A brand is the embodiment of customer goodwill accumulated during the lifetime of a service or product. It is a sustained effort by the company to encourage people to see its brand in the light in which it portrays it. A brand is name, symbol, logo, design or image, or any combination of these which is designed to identify the product or service. (Kotler et al, 2009: 425)@ana_adi | www.anaadi.net
  6. 6. More terms: Brand identity – what the company wants it to be (diffused through everything a company does: every available marketing mix – from staff behavior, brochures, catalogues, reports, packaging, company stationery, business cards, company décor) Brand image – how the consumers actually see it. Brand promise – the marketer’s vision of what the brand must be and do for consumers.@ana_adi | www.anaadi.net
  7. 7. Open your backpack or bag. Pick up two things from it. Identify the brand. Describe: the brand identity, brand image and brand promise of the product you chose.@ana_adi | www.anaadi.net
  8. 8. In your opinion, what is the role of a brand?@ana_adi | www.anaadi.net
  9. 9. Brand roles For Consumers For Companies Offer legal protection Signal a certain level of quality Create greater customer loyalty Facilitate purchase (predictability, security of demand, less vulnerability to Reduce perceived risk in the competition) purchase situation Hard to copy Reduce the time needed to shop Secure a competitive advantage Attract higher-quality employees@ana_adi | www.anaadi.net
  10. 10. Brand roles Functional/ rational/ tangible what the service/product actually offers OR Symbolic/ emotional/ intangible what the product/service means to the consumer@ana_adi | www.anaadi.net
  11. 11. Think of yourself as a brand. Describe your brand identity. Draft a logo and slogan.@ana_adi | www.anaadi.net
  12. 12. Brand names Protectable Memorable BUILD Meaningful Transferable DEFEND Likeable Adaptable@ana_adi | www.anaadi.net
  13. 13. @ana_adi | www.anaadi.net
  14. 14. Give an example of: an individual brand a blanket brand a family of products a brand that associates the corporate name with a product name@ana_adi | www.anaadi.net
  15. 15. @ana_adi | www.anaadi.net
  16. 16. More terms: Brand contact – any information bearing experience, whether positive or negative, which a customer has with the brand Brand touch points - methods by which a consumer can make contact with a brand@ana_adi | www.anaadi.net
  17. 17. More terms: Brand equity – evaluating/understanding the consumers’ brand knowledge (includes thoughts, feelings, images, experiences, beliefs and more than become associated with the brand) - slogans & tag lines extremely efficient means to build brand equity (they are hooks as well as summaries of what the brand wants to be about)@ana_adi | www.anaadi.net