Dr sean ennis_ppt

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Business Lecture CHS 19th August - PowerPoint by Dr Stephen Harwood

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Dr sean ennis_ppt

  1. 1. Dr. Sean Ennis Department of Marketing University of Strathclyde in Glasgow
  2. 2. The concept of branding Importance of branding for SME’s How are SME’s using branding? Some tips for developing brands in SME’s Questions / discussion
  3. 3. ““““A brand can be described as anA brand can be described as anA brand can be described as anA brand can be described as an identifiable product, service,identifiable product, service,identifiable product, service,identifiable product, service, person or place, augmented inperson or place, augmented inperson or place, augmented inperson or place, augmented in such a way that the buyer or usersuch a way that the buyer or usersuch a way that the buyer or usersuch a way that the buyer or user perceives relevant, unique,perceives relevant, unique,perceives relevant, unique,perceives relevant, unique, sustainable added values whichsustainable added values whichsustainable added values whichsustainable added values which match their needs most closely.match their needs most closely.match their needs most closely.match their needs most closely.”””” (de Chernatony et al, 2001)(de Chernatony et al, 2001)(de Chernatony et al, 2001)(de Chernatony et al, 2001)
  4. 4. Has been around since time began Identity. Differentiation. Branding cattle in the Wild West! Traditionally the preserve of large-scale companies; particularly in the FMCG sectors Comparatively little research done in the area of branding for SME’s – although this is changing
  5. 5. Helps consumers to differentiate betweenHelps consumers to differentiate betweenHelps consumers to differentiate betweenHelps consumers to differentiate between productsproductsproductsproducts Helps to build confidence and trust in aHelps to build confidence and trust in aHelps to build confidence and trust in aHelps to build confidence and trust in a productproductproductproduct Makes it easier for the seller to communicateMakes it easier for the seller to communicateMakes it easier for the seller to communicateMakes it easier for the seller to communicate the values of the brand to customersthe values of the brand to customersthe values of the brand to customersthe values of the brand to customers Helps to command a premium price for theHelps to command a premium price for theHelps to command a premium price for theHelps to command a premium price for the sellersellersellerseller Essential for all companies and organisations inEssential for all companies and organisations inEssential for all companies and organisations inEssential for all companies and organisations in a market where consumersa market where consumersa market where consumersa market where consumers ““““enjoy a tyranny ofenjoy a tyranny ofenjoy a tyranny ofenjoy a tyranny of choicechoicechoicechoice””””
  6. 6. Attributes Benefits PersonalityValues Well built Durable High prestige Safe Reliable Social status I want to be safe I want to be respected Wealthy Successful Secure
  7. 7. A combination ofA combination ofA combination ofA combination of functionalfunctionalfunctionalfunctional andandandand symbolicsymbolicsymbolicsymbolic values that the consumer perceives in thevalues that the consumer perceives in thevalues that the consumer perceives in thevalues that the consumer perceives in the brandbrandbrandbrand Functional?Functional?Functional?Functional? Relates to the tangible, rationallyRelates to the tangible, rationallyRelates to the tangible, rationallyRelates to the tangible, rationally assessed product performance benefits thatassessed product performance benefits thatassessed product performance benefits thatassessed product performance benefits that satisfy customersatisfy customersatisfy customersatisfy customer’’’’s practical needss practical needss practical needss practical needs Symbolic?Symbolic?Symbolic?Symbolic? Relates to the intangible feelingsRelates to the intangible feelingsRelates to the intangible feelingsRelates to the intangible feelings and symbolic benefits that satisfy theand symbolic benefits that satisfy theand symbolic benefits that satisfy theand symbolic benefits that satisfy the customercustomercustomercustomer’’’’s selfs selfs selfs self----expression needs (emotional)expression needs (emotional)expression needs (emotional)expression needs (emotional)
  8. 8. It is generally accepted that both functionalIt is generally accepted that both functionalIt is generally accepted that both functionalIt is generally accepted that both functional and symbolic benefits influence theand symbolic benefits influence theand symbolic benefits influence theand symbolic benefits influence the customercustomercustomercustomer’’’’s purchase decision.s purchase decision.s purchase decision.s purchase decision. Brand equity:Brand equity:Brand equity:Brand equity: a measure of the customer’s attachment to a brand: a measure of loyalty, perceived quality and differentiation. Provides an opportunity to build and sustain a premium price
  9. 9. Brand management is not given the priority itBrand management is not given the priority itBrand management is not given the priority itBrand management is not given the priority it needs for a strong brand image to beneeds for a strong brand image to beneeds for a strong brand image to beneeds for a strong brand image to be constructedconstructedconstructedconstructed Responsibility lies in all cases at the highestResponsibility lies in all cases at the highestResponsibility lies in all cases at the highestResponsibility lies in all cases at the highest level of managementlevel of managementlevel of managementlevel of management CoCoCoCo----branding receives little attentionbranding receives little attentionbranding receives little attentionbranding receives little attention Selling is importantSelling is importantSelling is importantSelling is important Views on branding are limited often toViews on branding are limited often toViews on branding are limited often toViews on branding are limited often to advertisingadvertisingadvertisingadvertising
  10. 10. The need to focus on one or two (at most) key brands In the marketing approach, focus on one or two key brand associations Essentially a limited view of what constitutes brand building and development.
  11. 11. The wine business (Mowle and Merrilees, 2005) Case studies of eight wineries in Australia Common factors in branding? Producing a premium product Conveying an image of quality Using a name and symbol Forming business relationships and networks
  12. 12. Participating in regional events, festivals and shows Providing friendly service at the cellar door Three of the wineries were found to implement product-driven branding The remaining five were found to implement marketing-driven branding
  13. 13. ProductProductProductProduct----drivendrivendrivendriven Focus on the cellarFocus on the cellarFocus on the cellarFocus on the cellar door being on thedoor being on thedoor being on thedoor being on the winewinewinewine Personal approachPersonal approachPersonal approachPersonal approach –––– where visitors canwhere visitors canwhere visitors canwhere visitors can meet themeet themeet themeet the winemakerwinemakerwinemakerwinemaker A limited amount ofA limited amount ofA limited amount ofA limited amount of marketing andmarketing andmarketing andmarketing and promotionpromotionpromotionpromotion MarketingMarketingMarketingMarketing----drivendrivendrivendriven Focus on the cellarFocus on the cellarFocus on the cellarFocus on the cellar door on andoor on andoor on andoor on an experienceexperienceexperienceexperience A greater emphasisA greater emphasisA greater emphasisA greater emphasis on marketing andon marketing andon marketing andon marketing and promotionpromotionpromotionpromotion Extending theExtending theExtending theExtending the product range toproduct range toproduct range toproduct range to merchandisemerchandisemerchandisemerchandise
  14. 14. It would be wrong to suggest that one approach is better than the other There is an inter-dependency between the functional and the symbolic properties of branding Much will depend on how you wish to position your brand vis-à-vis the competitive brands in the sector
  15. 15. Avoid adopting too prescriptive an approach to branding: the role of branding will vary considerably Set the building and management of your brand as being high on your list of priorities – critical role her for the owner-manager In many cases, the owner is the brand! Examine the possibility if linking your brand to another stronger brand – co-branding
  16. 16. Is your brand more important and better known than your company name? If yes, then consider changing the name to that of the brand Focus on one brand to maximise your spend (certainly when working with limited resources) Focus on one or two central features that reinforce what your values are all about and that address customer needs and requirements
  17. 17. Work closely on achieving consistency and originality across logos, packaging, labels and so on Aim to achieve consistency across your marketing communications Encourage passion for the brand Focus – particularly for service-oriented products on the customer experience.
  18. 18. Linkages Marketing works projects Consultancy Dissertations

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