An introduction lesson for high school Business Studies students (age 14 to 18 year of age)

1. Branding
Were you branded as a baby?
- play the brand quiz
http://www.smartmarketingquiz.com/flash/SM_Quiz/smartmarketing.html

2. Branding
Mr E Hauptfleisch – Business Studies –
ehauptfleisch@stithian.com

3. Branding – learning objectives:
• You will learn what the advantages are of strong branding
• You will learn how to apply brand archetypes to company brands
• You will learn that brand personalities and
brand characteristics are needed to become successful brand

4. Themba Nkosi – 5FM DJ
Euphonik Speakers

6. Brand Personalities – Brand ’Me’

8. Brand Personalities – Our Marketing
Assignment Brand

9. Brand archetypes

10. What brands are
today…
http://www.youtube.com/watch?v=JKI
AOZZritk 3 min.

11. What are the advantages of having a
strong brand?
• Inspires customer loyalty…
• Branded items can command
higher prices…
• Retailers want to stock top selling
brands…
• Helps with business appearance
and image
• Adds credibility & increase
confidence in the business…

12. How do we use these statistics when
we brand a product? Middle class…
https://www.youtube.com/watch?v=meQBjOd2XqA 4.22min

13. Strong brand elements…
• Brand name
• Image
• Service standards
• Product guarantees
• Packaging
• Delivery

14. Factors that help in building brands
CREDIBILITY
BRAND
QUALITY
WELL-BALANCED
COMMUNICATIONS
POSITIONING REPOSITIONING
LONG-TERM
PERSPECTIVE
INTERNAL
MARKETING

15. Lets re-brand the following company:
CREDIBILITY
BRAND
QUALITY
WELL-BALANCED
COMMUNICATIONS
POSITIONING REPOSITIONING
LONG-TERM
PERSPECTIVE
INTERNAL
MARKETING

16. Lets re-brand the following
company…
CREDIBILITY
BRAND
QUALITY
WELL-BALANCED
COMMUNICATIONS
POSITIONING REPOSITIONING
LONG-TERM
PERSPECTIVE
INTERNAL
MARKETING

17. http://www.bigbrandsystem.com/unc
over-your-brand-personality-quiz/

18. Uncover the brand personalities of:

19. Quirky brand?

20. Brand terminology:
• Brand extensionnnnnnnnnnnnnnnnnnnnn
• Brand stretch-------------------------------------ing
• Market mapping…map a few mobile phone
brands on the grid

21. Think branding
• https://www.youtube.com/watch?v=pMQkx6
Xvl24 millward brown – 1.23min
• https://www.youtube.com/watch?v=1l2CUjkg
0ug think branding GOOGLE – 39min

22. Brand characteristics

23. Brand characteristics
• MasterCard
• Tsogo Sun
• Harley Davidson
• Johnson & Johnson
• CNN
• Victoria's Secret
• GUCCI
• Ford Mustang
• Intel
• Winnie the Pooh
• National Geographic
• Energizer
MasterCard – Angel (dreams,
optimistic)
Tsogo Sun – Address (Feelings)
Harley Davidson – Warrior (Ego)
Johnson & Johnson – Mother Earth
(nurturing)
CNN – Patriarch (Authoritive)
Victoria's Secret – Enchantress (Soul)
GUCCI – Troubadour (Free Spirit)
Ford Mustang – Jester (Spirit)
Intel – Sage (wise visionary)
Winnie the Pooh – Angel (dreams)
National Geographic - Mother Earth
Energizer – Warrior (Ego)