Building Strong Brands Project the Right Message Provide Identity Saves Time
Building Strong Brands Starts with positioning High Quality Low Quality High Price Low Price
___________________ is the brand
for _______________________ (target market).
that ______________________________ (benefit)
Building Strong Brands Higher Emotional Connection with Consumers Increasing Difficult for Competitors to copy Positioning
Brand Name Selection
Acura Integra? Beer, Cigs and Ammo Mattress City
Brand Sponsorship Manufacturer (National) Brands Store (Private Label) Brands Licensing Co-branding Kellogg’s Pop-tarts with Smucker’s Jelly Disney Princess Band-aids Heinz Kellogg’s Kroger Value Always Save Best Choice
Brand Development Line Extension Crayola Crayons, Markers, Paints Brand Extension Disney Cruises … New Brands Toyota Lexus
Brand Development … What are these ? Coke Zero Fruit of the Loom Underwear Trivial Pursuit Pop-tarts Snickers with Almonds A class designed by both B-School and J-School profs
What resources are required when managing brands?
Brand Management is the overall coordination of a brand’s equities to create long-term brand growth through overseeing marketing mix strategies.