3. What is a brand ?
Branding is a combined effort of the company which is projected to
the consumer.
Company
Design
Marketing
Brand
Consumer
4. (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.
What is a brand ?
5. Insistence
Preference
“The degree of consumer attachment
Recognition
to a brand.”
Awareness of name,
benefit and package
buy if available…evoked
set
Will search for; must have
Is useful, consumer will
6. Identify the maker
Simplify product handling
Organize accounting
Signify quality
Create barriers to entry
Secure price premium
Serve as a competitive advantage
8. Brand equity is the added value
endowed on products and
services, which may be reflected
in the way consumers, think, feel
and act with respect to the brand.
9. Improved perceptions of product
Greater loyalty
Less vulnerability to competitive marketing actions
Less vulnerability to crises
Larger margins
More inelastic
Greater trade cooperation
Increase marketing communications effectiveness
Possible licensing opportunities
10. A brand promise is the
brand must be and do for
marketer’s vision of what the
consumers
11. Product A
Product B
Integrity of Brand
Product Packaging
Company
logo
Websites
Advertisements
A brand is a promise. A promise to achieve certain results, deliver a
certain experience, or act in a certain way. A promise that is conveyed
by everything people see, hear, touch, taste or smell about your
business.
16.
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
17.
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
18.
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)
Jordan -Nike
Julia Louis Dryfuss-Nice and Easy
Candice Bergen -Sprint Canada
Chihuahua -Taco Bell
19. Brand Association-the link to favourable
images, celebrities, geographic regions
Seinfeld -AMEX
white diamonds -liz taylor
BMW Z3 -007
roots hats -olympics
fubu -urban trend / hip hop
right guard -Sir Charles
Ru Paul -MAC Cosmetics
20.
Brand Awareness-your product is the first that
comes to mind in a certain product category
eg. ice tea = Snapple, running shoes = Nike
21.
22.
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
23.
24. BRAND PROMOTIONAL ACTIVITIES
1. Direct Advertising. Cater to a broader audience and cover all bases.
A lot of businesses engage with their audience by strategically
promoting their brand in an outdoor environment, ideally in a space
that will be seen by a lot of people such as public transport areas,
shopping centres and sporting events. You can connect with your
potential customers by handing out pamphlets, letterbox or
windshield fliers, post cards, business cards and promoting your
brand and services on posters, banners and eye-catching billboards.
2. Digital Marketing. In this day and age, the Internet is a great place
to advertise your product. Everyone is online using search and social
media so it makes sense that creating an online presence will
definitely expose your business to those looking for your products or
services. The best way to approach digital marketing is to focus on
delivering good content or products that match the user’s search
query.
25. 3. Sales and Discounts. Everyone loves a great value offer! Promotions are a
great way to drives sales. Hold seasonal sales with generous discounts
twice a year.
4. Run a Contest. Offer your customers the chance to win something
associated to your product. An exciting challenge will generate interest and
activity. Reward your customers for participating in getting your brand and
presence out there.
5. Offer ‘Free’ Giveaways. ‘Free’, everyone’s favourite word. Use the free
giveaway offers as lure to generate leads. A free trial of a new product could
also be a good idea to get feedback.
6. Loyalty Programs. A sure way to generate more future sales is by
focusing on rewarding current customers for spending. You can offer your
customer memberships and loyalty programs using points based system
and reward them actions you wish to promote. For example, visiting your
store, liking your social media page, purchasing a specific product or just
being a long term customer!
26. 7. Publicity. Showcase your business through the media with adverts in
newspapers and magazines or even filming a short TV commercial with a catchy
jingle. If you are on a lower budget, try YouTube as a video channel to advertise
in.
8. Host an Event. Invite new potential customers to explore your place of
business, product or service. Once at the event, you can conducts demos of your
products, hand out free giveaways, talk with guests and build a relationship.
9. Merchandising. Brand awareness can be achieved through promotional items
that reinforce your brand. Create custom t-shirts for your staff to wear or bumper
stickers for their cars to passively promote your company everywhere they go. Or
give away branded pens and post it notes to new and potential customers who
have ordered from you or visited your stand at an expo.
10. Give Back to the Community. Volunteering or sponsoring a non-for-profit
organisation or event could help your brand equity and even reach out to new
customers. It’s a warm gesture and shows your support for an important cause.
This will not only enhance your company’s image but also cement a great
relationship between you and your community. Generating good word of mouth
and a positive reputation will assist your brand acceptance
27. The power of the brand
The brand awareness as a valuable asset is relatively recent. Back in
the 1950s, business success and consumer choice were defined
solely on product quality and value, not the name on the tin,
according to the Atlantic. The advertising boom of the 1960s turned
company identities into household names, bringing them into
public consciousness through the medium of marketing. Brand
names became a proxy for desirable characteristics like sleek
design, durability, refinement, service, and innovation.
What is brand value?
Brand value is the monetary worth of your brand, if you were to sell
it.If your company were to merge or be bought out by another
business, and they wanted to use your name, logo, and brand
identity to sell products or services, your brand value would be the
amount they would pay you for that right. This is market-based
brand value.
28. Building your brand value
Here are a few of the ways you can enhance your brand’s equity and ultimately,
your brand value:
1. Marketing and advertising
Marketing helps you to move from brand awareness and recognition to
understanding, alignment and loyalty from your customers.
2. Ambassadorship and sponsoring
Whether it’s sports stars, social media influencers, or musicians, aligning with a
well-known individual or group is a well-established form of brand-building. It not
only raises awareness and recognition of your brand, but it can also be linked with
brand purpose, where your company’s ethical and social values are enhanced and
amplified by your choice of ambassador.
3. Customer experience
Providing great customer experiences is a powerful way to boost brand equity. As
much as quality products and services, customers increasingly expect a good
experience from brands, and research has shown that many are willing to pay
more and choose brands ahead of their competitors when they’ve enjoyed a
positive experience.
