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Branding
 

Branding

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    Branding Branding Presentation Transcript

    • ? brand © 2009 Berlin Asong. All rights reserved. 2
    • Name © 2009 Berlin Asong. All rights reserved. 3
    • Sign © 2009 Berlin Asong. All rights reserved. 4
    • Logo © 2009 Berlin Asong. All rights reserved. 5
    • Design © 2009 Berlin Asong. All rights reserved. 6
    • Name | sign | logo | design © 2009 Berlin Asong. All rights reserved. 7
    • “ ... that identifiesa product | service | place | person. © 2009 Berlin Asong. All rights reserved. ” 8
    • © 2009 Berlin Asong. All rights reserved. 9
    • © 2009 Berlin Asong. All rights reserved. 10
    • © 2009 Berlin Asong. All rights reserved. 11
    • © 2009 Berlin Asong. All rights reserved. 12
    • © 2009 Berlin Asong. All rights reserved. 13
    • © 2009 Berlin Asong. All rights reserved. 14
    • © 2009 Berlin Asong. All rights reserved. 15
    • © 2009 Berlin Asong. All rights reserved. 16
    • Are you a brand? What is your personal brand? © 2009 Berlin Asong. All rights reserved. 17
    • © 2009 Berlin Asong. All rights reserved. 18
    • © 2009 Berlin Asong. All rights reserved. 19
    • © 2009 Berlin Asong. All rights reserved. 20
    • How is your country perceived outside? How do you want your country to be perceived by others? © 2009 Berlin Asong. All rights reserved. 21
    • © 2009 Berlin Asong. All rights reserved. 22
    • © 2009 Berlin Asong. All rights reserved. 23
    • What do brands mean to you? What are your favorite brands and why? © 2009 Berlin Asong. All rights reserved. 24
    • © 2009 Berlin Asong. All rights reserved. 25
    • © 2009 Berlin Asong. All rights reserved. 26
    • “ Brand tree describes the relationships that exist among brands owned by an organisation. © 2009 Berlin Asong. All rights reserved. ” 27
    • © 2009 Berlin Asong. All rights reserved. 28
    • “ Usually the source from which other brands derive their existence. © 2009 Berlin Asong. All rights reserved. ” 29
    • © 2009 Berlin Asong. All rights reserved. 30
    • © 2009 Berlin Asong. All rights reserved. 31
    • © 2009 Berlin Asong. All rights reserved. 32
    • © 2009 Berlin Asong. All rights reserved. 33
    • © 2009 Berlin Asong. All rights reserved. 34
    • © 2009 Berlin Asong. All rights reserved. 35
    • “ A collection of brands with a common lineage or that share a common parental name. © 2009 Berlin Asong. All rights reserved. ” 36
    • © 2009 Berlin Asong. All rights reserved. 37
    • © 2009 Berlin Asong. All rights reserved. 38
    • © 2009 Berlin Asong. All rights reserved. 39
    • © 2009 Berlin Asong. All rights reserved. 40
    • © 2009 Berlin Asong. All rights reserved. 41
    • “ The totality of brands (brand families) owned by an organisation. © 2009 Berlin Asong. All rights reserved. ” 42
    • © 2009 Berlin Asong. All rights reserved. 43
    • © 2009 Berlin Asong. All rights reserved. 44
    • © 2009 Berlin Asong. All rights reserved. 45
    • © 2009 Berlin Asong. All rights reserved. 46
    • © 2009 Berlin Asong. All rights reserved. 47
    • © 2009 Berlin Asong. All rights reserved. 48
    • © 2009 Berlin Asong. All rights reserved. 49
    • 1 © 2009 Berlin Asong. All rights reserved. 50
    • 2 © 2009 Berlin Asong. All rights reserved. 51
    • © 2009 Berlin Asong. All rights reserved. 52
    • © 2009 Berlin Asong. All rights reserved. 53
    • 3 © 2009 Berlin Asong. All rights reserved. 54
    • © 2009 Berlin Asong. All rights reserved. 55
    • 4 A signal of quality © 2009 Berlin Asong. All rights reserved. 56
    • © 2009 Berlin Asong. All rights reserved. 57
    • 1 Bestows a sense of unique identity | differentiation. © 2009 Berlin Asong. All rights reserved. 58
    • 2 Source of financial returns © 2009 Berlin Asong. All rights reserved. 59
    • 3 Legal protection © 2009 Berlin Asong. All rights reserved. 60
    • 4 Source of competitive advantage © 2009 Berlin Asong. All rights reserved. 61
    • © 2009 Berlin Asong. All rights reserved. 62
    • © 2009 Berlin Asong. All rights reserved. 63
    • Consider two high-end phones released to the market just within the same period (June-July 2008). The iPhone generated much consumer and media buzz than the Samsung Omnia. Why? © 2009 Berlin Asong. All rights reserved. 64
    • ... because of Apple’s brand equity. © 2009 Berlin Asong. All rights reserved. 65
    • © 2009 Berlin Asong. All rights reserved. 67
    • “ The degree to which consumers are familiar with a brand. Usually measured in terms of brand recall, recognition & association. © 2009 Berlin Asong. All rights reserved. ” 68
    • Name as many brands you can think of used for treating cold. © 2009 Berlin Asong. All rights reserved. 69
    • Which brands do you use for treating cold. Why? © 2009 Berlin Asong. All rights reserved. 70
    • Which cold treatment brands have you heard anything about in the last six months? © 2009 Berlin Asong. All rights reserved. 71
    • When you think of ________ what comes to your mind? © 2009 Berlin Asong. All rights reserved. 72
    • How would you go about creating a strong brand knowledge for a cold or flu medicine? © 2009 Berlin Asong. All rights reserved. 73
    • © 2009 Berlin Asong. All rights reserved. 74
    • “ The attributes that consumers attached to a brand. © 2009 Berlin Asong. All rights reserved. ” 75
    • The associations can be Physical …attributes. © 2009 Berlin Asong. All rights reserved. 76
    • The associations can be Experiential …feelings. © 2009 Berlin Asong. All rights reserved. 77
    • The associations can be Personality …attributes (non-product related). © 2009 Berlin Asong. All rights reserved. 78
    • Describe McDonald’s in five words © 2009 Berlin Asong. All rights reserved. 79
    • Do you think your descriptors are what McDonald’s marketing director would use to describe the company? © 2009 Berlin Asong. All rights reserved. 80
    • Why brand association is important to marketers? © 2009 Berlin Asong. All rights reserved. 81
    • because it does help in building… Brand Recall © 2009 Berlin Asong. All rights reserved. 82
    • because it does help in building… Brand Knowledge © 2009 Berlin Asong. All rights reserved. 83
    • because it does help in building… Viral Branding. Why are some brands popular than others? © 2009 Berlin Asong. All rights reserved. 84
    • How would you go about building a compelling brand association for a cold or flu medicine? © 2009 Berlin Asong. All rights reserved. 85
    • focus on the needs of your target market, and the forces that are driving those needs… © 2009 Berlin Asong. All rights reserved. 86
    • © 2009 Berlin Asong. All rights reserved. 87
    • “ The effect a product has on consumers because of its brand name. © 2009 Berlin Asong. All rights reserved. ” 88
    • essential ingredients for building brand 2 equity. Brand Knowledge Brand Association © 2009 Berlin Asong. All rights reserved. 89
    • “ The state of a product’s | service’s brand equity is a reflection of the past marketing investment of that brand. Kevin Keller, “Brand Management”, 2008 © 2009 Berlin Asong. All rights reserved. ” 90
    • © 2009 Berlin Asong. All rights reserved. 91
    • Def. I “ How a brand is perceived in relation to other competing brands. © 2009 Berlin Asong. All rights reserved. ” 92
    • Philip Kotler & Gary Armstrong (2009) Principles of Marketing, 13Ed. © 2009 Berlin Asong. All rights reserved. 93
    • Def. II “ The associations that consumers attach to a brand. © 2009 Berlin Asong. All rights reserved. ” 94
    • © 2009 Berlin Asong. All rights reserved. 95
    • © 2009 Berlin Asong. All rights reserved. 96
    • Relevance of the 7Ps to create strong brand associations | positioning Product Process Price Marketing Mix Physical Layout Marketing Mix Place People Promotion © 2009 Berlin Asong. All rights reserved. 97
    • © 2009 Berlin Asong. All rights reserved. 98
    • “ The outer frame of a brand. © 2009 Berlin Asong. All rights reserved. ” 99
    • Symbols | logo © 2009 Berlin Asong. All rights reserved. 100
    • Characters © 2009 Berlin Asong. All rights reserved. 101
    • Characters © 2009 Berlin Asong. All rights reserved. 102
    • Characters © 2009 Berlin Asong. All rights reserved. 103
    • Typefaces © 2009 Berlin Asong. All rights reserved. 104
    • Colours © 2009 Berlin Asong. All rights reserved. 105
    • Space © 2009 Berlin Asong. All rights reserved. 106
    • Slogan © 2009 Berlin Asong. All rights reserved. 107
    • What is the importance of brand elements? © 2009 Berlin Asong. All rights reserved. 108
    • brand elements help in… Brand Recognition © 2009 Berlin Asong. All rights reserved. 109
    • brand elements help in building… Brand differentiation © 2009 Berlin Asong. All rights reserved. 110
    • brand elements help in… Brand adaptation © 2009 Berlin Asong. All rights reserved. 111
    • © 2009 Berlin Asong. All rights reserved. 112
    • 1 © 2009 Berlin Asong. All rights reserved. 113
    • 2 © 2009 Berlin Asong. All rights reserved. 114
    • 3 Aesthetic appeal © 2009 Berlin Asong. All rights reserved. 115
    • 4 © 2009 Berlin Asong. All rights reserved. 116
    • © 2009 Berlin Asong. All rights reserved. 117
    • 5 © 2009 Berlin Asong. All rights reserved. 118
    • 6 © 2009 Berlin Asong. All rights reserved. 119
    • What are your favourite brands? Do you think their brand elements contribute to brand equity in any way? Explain. © 2009 Berlin Asong. All rights reserved. 120
    • Homework Pick two brands from the same product category and compare their brand elements in terms of their memorability, protectability, adaptability, meaningfulness, and transferability. © 2009 Berlin Asong. All rights reserved. 121
    • © 2009 Berlin Asong. All rights reserved. 122
    • “ Brand extension is using the leverage of a well known brand name in one category to launch a new or modified product in a different category. © 2009 Berlin Asong. All rights reserved. ” 123
    • © 2009 Berlin Asong. All rights reserved. 124
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    • © 2009 Berlin Asong. All rights reserved. 127
    • Why do companies extend their core brands? © 2009 Berlin Asong. All rights reserved. 128
    • What are the benefits of brand extension? © 2009 Berlin Asong. All rights reserved. 129
    • What are the dangers of brand extension? © 2009 Berlin Asong. All rights reserved. 130
    • © 2009 Berlin Asong. All rights reserved. 131
    • “ The tangible and intangible changes undergone by a brand over its lifetime. © 2009 Berlin Asong. All rights reserved. ” 132
    • “physical facelift” Tangible changes © 2009 Berlin Asong. All rights reserved. 133
    • © 2009 Berlin Asong. All rights reserved. 134
    • Then Now © 2009 Berlin Asong. All rights reserved. 135
    • “soul of the brand” Intangible changes © 2009 Berlin Asong. All rights reserved. 136
    • © 2009 Berlin Asong. All rights reserved. 137
    • Do you think of yourself as a brand? What do you do to “brand” yourself? © 2009 Berlin Asong. All rights reserved. 138
    • ABE June 2008 “Brand management is primarily concerned with making decisions to build, eliminate, reposition and revitalise brands.” Critically discuss this statement, fully illustrating your argument with appropriate examples to support your discussion. (25 marks) © 2009 Berlin Asong. All rights reserved. 139
    • ABE June 2007 ‘Brands are at the very heart of marketing. When a company creates a strong brand it attracts customer preference and builds a defensive wall against competition’ (Doyle, 2006). Discuss, using examples from an industry of your choice to illustrate your answer. (25 marks) © 2009 Berlin Asong. All rights reserved. 140