What is your definition for a brand?@ana_adi | www.anaadi.net
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
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
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
In your opinion, what is the role of a brand?@ana_adi | www.anaadi.net
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
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
Think of yourself as a brand. Describe your brand identity. Draft a logo and slogan.@ana_adi | www.anaadi.net
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
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
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