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Branding ppt
Branding ppt
Branding ppt
Branding ppt
Branding ppt
Branding ppt
Branding ppt
Branding ppt
Branding ppt
Branding ppt
Branding ppt
Branding ppt
Branding ppt
Branding ppt
Branding ppt
Branding ppt
Branding ppt
Branding ppt
Branding ppt
Branding ppt
Branding ppt
Branding ppt
Branding ppt
Branding ppt
Branding ppt
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Branding ppt

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  • 1. MARKETING MANAGEMENTPresented By: HAZEL R. TANILON
  • 2. “A name, logo, or symbol thatevokes in customers a perception ofadded value for which they will paya premium price.” John Torella, J.C. Winters Group, Toronto “A product with a personality.” Chris Staples, Rethink, VancouverMarketing communications in any form has an impacton customers’ perceptions.
  • 3. What is a brand ? Branding is a combined effort of the company which is projected to the consumer. Brand MarketingCompany Consumer Design
  • 4. What is a brand ? (1) Products and services have become so alike that they fail to distinguish themselves by their quality, efficacy, reliability, assurance and care. Brands add emotion and trust to these products and services, thus providing clues that simplify consumers’ choice. (2) These added emotions and trust help create a relationship between brands and consumers, which ensures consumers’ loyalty to the brands. (3) Brands create aspirational lifestyles based on these consumer relationships. Associating oneself with a brand transfers these lifestyles onto consumers. (4) The branded lifestyles extol values over and above the brands’ product or service category that allow the brands to be extended into other product and service categories. Thus saving companies the trouble and costs of developing new brands, while entering new lucrative markets. (5) The combination of emotions, relationships, lifestyles and values allows brand owners to charge a price premium for their products and services, which otherwise are barely distinguishable from generics.
  • 5. “The degree of consumer attachment to a brand.” Awareness of name,Recognition benefit and package Is useful, consumer willPreference buy if available…evoked setInsistence Will search for; must have
  • 6.  Identify the maker Simplify product handling Organize accounting Signify quality Create barriers to entry Serve as a competitive advantage Secure price premium
  • 7.  Brandingis endowingproducts and services with the power of the brand
  • 8.  Brand equity is the added value endowed on products and services, which may be reflectedin the way consumers, think, feeland act with respect to the brand.
  • 9. Improved perceptions of productGreater loyaltyLess vulnerability to competitive marketing actionsLess vulnerability to crisesLarger marginsMore inelasticGreater trade cooperationIncrease marketing communications effectivenessPossible licensing opportunities
  • 10. Abrand promise is themarketer’s vision of what the brand must be and do for consumers
  • 11. Integrity of Brand Product Packaging Websites logo Company Product A Product B AdvertisementsA brand is a promise. A promise to achieve certain results, deliver acertain experience, or act in a certain way. A promise that is conveyedby everything people see, hear, touch, taste or smell about yourbusiness.
  • 12.  Brand elements Marketing Activities Meaning transference
  • 13. •Brand Recognition / Equity•Brand Preference / Loyalty•Brand Insistence__________________•Brand Awareness•Brand Association Page 220
  • 14.  Brand Recognition / Equity - awareness, loyalty, quality, emotion Brand Preference / Loyalty - the degree to which customers are committed to further purchases eg. I will always buy Reebok (Brand Insistence) ________________________________________________ Brand Awareness -your product is the first that comes to mind in a certain product category eg. Snapple ice tea, jeans-Levi’s, walkman - SONY Brand Association - the link to favourable images, celebrities, geographic regions ie. Red Strip - Jamaica, VW - Germany, Screech - NFLD Bailey’s - Eire
  • 15.  Brand Awareness -your product is the first that comes to mind in a certain product category eg. Snapple ice tea, jeans-Levi’s, walkman - SONY Not in the text
  • 16.  Brand Association - the link to favourable images, celebrities, geographic regions ie. Red Strip - Jamaica, VW - Germany, Screech - NFLD Bailey’s - Eire Paul Hogan - Subaru James Earl Jones (voice of CNN) Chihuahua - Taco Bell Jordan - Nike Julia Louis Dryfuss - Nice and Easy Candice Bergen - Sprint Canada Not in the text
  • 17. Brand Association - the link to favourable images, celebrities, geographic regions white diamonds - liz taylor BMW Z3 - 007 roots hats - olympics fubu - urban trend / hip hop right guard - Sir Charles Ru Paul - MAC Cosmetics Seinfeld - AMEX Not in the text
  • 18.  Brand Awareness -your product is the first that comes to mind in a certain product category eg. ice tea = Snapple, running shoes = Nike
  • 19. The Small and Medium-Sized Enterprises (SMEs) Division of WIPO
  • 20.  Reflects the popularity of a well-known TM The “Swoosh” is the well known symbol of Nike Originally Nike’s logo included also the shoemaker’s name At the end of the nineties, the Nike’s name disappeared The swoosh remained as the main identification symbol of the shoemaker Today there is no need to include the brand into this logo since the recognition of a simple swoosh automatically brings our attention to Nike The Small and Medium-Sized Enterprises (SMEs) Division of WIPO
  • 21. The Small and Medium-Sized Enterprises (SMEs) Division of WIPO

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