Masters in Corporate Communication MCC 610 Branding & Corporate Identity

1. Lizzie Nengieh & Funge Diffang
MCC 610: Branding & Corporate Identity

2. Regional Brands
A regional brand is unique to a particular region.
Some brands remain regional on account of resources,
some on account of very provincial appeal
Local advertising can be used to build a regional
brand.

3. Some local brandsN Region Company Achievements Failures
HESCO Water South West &
CBC facilities
CBC Competes with
Tangui & Source
du Pays. It thrives
Exotic Littoral &
South West
Competes with
aerated beverages
Only found in
UB Staff
Canteen
Tango Njombe .
Moungo Div.
Littoral
IRAD
Njombe
Researche
rs
Competes with soft
drinks in the area
Only found in
the Research
Centre
Ndop rice North West UNVDA Competes with
Meme casse
Epleptic
advertising
Santa Coffee North & South
West
Santa
Coffee
Estate
Once popular No longer on
the shelves

4. Attitude Brands
Involves marketing a larger feeling .e.g. Nike, Coca Cola & Apple
The feeling may not necessarily be connected with the product
or consumption of the product itself
Contributes to the consumer’s identity & self expression
Body shop put forward human body as an asset
Benetton put forward a rude attitude
Big Brother Africa as a brand thought of as one packed with
rebelliousness among the younger generation.
These brands jolt the consumer or customer who patronise
them

5. Government Brands
 Governments and political parties often have strong
brands
 They are centred on passionately held core values .e.g.
1. Living together for the ruling party,
2. Low taxes for the Opposition
3. Power to the people for SDF party
4. Environmental issues for the Green party
 Branding is important in both securing votes and in
international diplomacy

6. E-Brands
 E-business is growing in leaps and bounds
 Some e-brands are exclusively electronic e.g Jumia
,SellamQuick
 Some e-brands are used to register e-presence. e.g
icicidirect
 E- brand will have competition in the same way the
real market place has

7. Global Brands
 The world has become a’ global village’
 A global brand has world-wide recognition eg
Coke,Pepsi.Gillette, Eau de Cologne
 Developing global brand is a different ball game.
 Building a global brand is a phenomenal task

8. Elements of a global Brand
Product
superiority
Distribution
strategy
Global brand
Cost
competitiveness
Global brand
building

9. In-store brand
 Also know as ‘Private Label’ brands
 ‘Private Label’ brands should be more consumer-
centric
 A retailer who chooses to launch private label brands
becomes a marketer not merely a seller of products
 Private brands can be a no-frill discount and is a low
quality product.

10. Premium Brands
 Nike & Reebok in sports shoes
 Dove in soap
 Scotch in whisky
Premium is contributed by excellence in quality and
features
 Its distribution is selective
 Life style positioning make certain ordinary products
to become premium products eg Gold Harp lager beer.

11. Sub-brands
 classed under an umbrella brand or family brands
 uses certain elements of the overarching brand.
 A way that falls between creating new brands and
stretching the mother brand beyond imagination e.g.
Nivea Sun and Nivea Men are sub-brands of the family brand
Nivea.
 Sub-brand is done to
1. To rejuvenate an old brand
2. Meet the needs of the consumer in the same segment eg
Colgate gel
3. To change the imagery of a new segment

12. Sub-brands
4.To distinguish product offering with the same product
category
5. To take advantage of an innovation
6. To upgrade a brand eg Surf to Surf Excel
7. To enter a new product catergory eg Guinness Smooth

13. Cult brands
 Cult brands have a slow start, build a steady following
over a period of time.
 Cult brands give people a chance to belong to
something
 Cults display an intensity of relationship between the
user and the brand itself
 Cult is a system of religious beliefs and a cult brand is
built when a set of people revere it almost like a
religion.eg Nelson Mandela is held up as a symbol

14. Cult brands
 Cult brands often have strong logos that illustrate and
perpetuate the brand character.
 The name Coca-Cola immediately conjures up images
of the arched, white lettering on a red background.
 With Apple, it's the apple with a bite missing.

15. Generic brand
 brand name that stands for a whole product segment
 a brand whose awareness and attractiveness are so
great that it displaces the actual product name from
common parlance.
 A brand that becomes generic develops into a product
category, and no longer remains a brand

16. Generic brand
 Most people ask for a "Kleenex" rather than asking for
a tissue.
 People "google" something when they use an online
search engine.
 Ketchop has become generic that is why $inger had to
go to court when other company’s producing sewing
machines tried name the product $inger
 Xerox has ceased to be a brand and is used as a verb for
photocopying process. Xerox ads urge the customers to
copy the document, rather than Xerox it

17. Generic brand
 opposite of a product brand, and is often called a "no-
name product".
 mostly products of daily consumption that provide
purely a product benefit without added value
 are in lower price segment
 often sold by discounters.
 The competition is fierce and the products
interchangeable.

18. Summary
 Some brands remain regional on account of resources,
some on account of provincial appeal
 Benetton ads denote a rude attitude, is an example of
attitude brand
 Global brand has world wide recognition eg
Coke,Pepsi, Gillette,Eau de Cologne