Marketing branding
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  • 2. Brand  A name, term, sign, symbol or design used to identify the product of one firm from another and to differentiate them from competitive offerings.  Something used to show customers that one product is different from the products of another manufactures.
  • 3. Brand Name “A rose by any other name would not smell as sweet”  Brand name provides an identity which differentiates one firm’s offerings from those of its competitors.  Key marketing concepts of positioning, imagery are centered around brand name.
  • 4. BRANDING  Branding is a plan for earning product reputation and for making sure that the world knows about it and believes in it too.  Branding protects a seller's products against those marketed by competitors and imitators and helps consumers identify the quality, consistency, and imagery of a preferred source.  Customers(particularly consumers) view a brand as an important part of a product and branding can add value to a product.
  • 5. COMPONENTS OF BRANDING BRAND IDENTITY Is how brand strategists want the brand to be perceived. It is a set of unique brand associations that represent what the brand stands for. These associations imply a promise to customers from organization members. Brand identity should help establish a relationship between the brand and the customer by generating a value proposition involving functional, emotional or self expressive benefits. For consumers, Surf became synonymous to any washing powder. It was the most popular detergent among consumers and had strong media presence.
  • 7. BRAND IMAGE Is a key component in the formation of a clear and recognizable brand identity in the market. Brand image is related to how the brand is currently perceived by consumers. In other words what is the reputation of the brand in the marketplace.
  • 8. BRAND CHARACTER Is related to its internal constitution, how it is perceived in terms of integrity, trustworthiness and honesty. This is also related with the promise of the brand to deliver the experience associated with its name. A crisp Cover Photo and instantly recognizable product as a Profile picture helps create something engaging, as does Coke’s willingness to interact with its community.
  • 9. BRAND CULTURE Is about the system of values that surround a brand much like the cultural aspects of a people or a country.
  • 10. BRAND PERSONALITY Is the set of human characteristics that are associated with the brand. It includes such characteristics as gender, age, socioeconomic class, as well as human personality traits such as warmth and sentimentality.
  • 11. AXE Seduction, masculinity, individuality, unconventionality MARLBORO Masculinity, freedom, adventure LEVIS Rebellion, sensuality, being cool.
  • 12. BRAND ESSENCE (BRAND SOUL) Represents the emotional elements and values of the brand. Essence should be part of a long term positioning that does not change with every communication Hallmark uses the phrase, Enriching Lives to capture its Brand Essence and company culture. Enriching Lives represents the basis for how Hallmark serves customers, develops its products, communicates in its marketing, merchandises stores, and creates a positive work environment for employees.
  • 13. THANK YOU