Digital Branding

1. Product, Services, and
Branding Strategy

2. 8 - 1
Definitions
• Product
 Anything offered to a market for attention,
acquisition, use, or consumption that might
satisfy a need or want.
• Service
 A form of product that consists of activities,
benefits or satisfactions offered for sale that
are essentially intangible and do not result in
the ownership of anything.

3. 8 - 2
Three Levels of Product

4. 8 - 3
Unsought Products
innovations
 Products consumers don’t
want to think about these products
 Require much advertising &
personal selling
i.e Life insurance, blood donation
Product Classifications
Consumer Products
Specialty Products
 Special purchase efforts
 High price
 Unique characteristics
 Brand identification
 Few purchase locations
i.e can be anything
Shopping Products
 Buy less frequently
 Higher price
 Fewer purchase locations
 Comparison shop
i.e Clothing, appliances
Convenience Products
 Buy frequently & immediately
 Low priced
 Mass advertising
 Many purchase locations
i.e Candy, newspapers

5. 8 - 4
Product and Service
Classifications
• Consumer products
• Industrial products
 Materials and parts
 Capital items
 Supplies and services

6. 8 - 5
Brand
A name, term, sign, symbol
or design, or a combination of them,
intended to identify the goods
or services of one seller or group
of sellers and to differentiate
them from those of competitors.

7. 8 - 6
The Role of Brands
Identify the maker
Simplify product handling
Organize accounting
Offer legal protection

8. 8 - 7
The Role of Brands
Signify quality
Create barriers to entry
Serve as a competitive
advantage
Secure price premium

9. 8 - 8
Brand Elements
Elements
Slogans
Brand
names URLs
Logos
Symbols
Characters

10. 8 - 9
Brand Elements

11. 8 - 10
Brand Elements
Companies often create product icons to develop an
identity for their products. Many made-up creatures
and personalities, such as Çelik, Sütaş İnek and
Yumoş Ayı, are widely recognized figures in popular
culture.

12. 8 - 11
Brand Element Choice
Criteria
• Memorable
• Meaningful
• Likeability
• Transferable
• Protectible

13. 8 - 12
Slogans
• Like a good neighbor,
State Farm is there
• Just do it
• Nothing runs like a Deere
• Help is just around the
corner
• Save 15% or more in 15
minutes or less
• We try harder
• We’ll pick you up
• Nextel – Done
• Zoom Zoom
• I’m lovin’ it
• Innovation at work
• This Bud’s for you
• Always low prices

14. 8 - 13
Brand Strategy
• Brand Positioning
• Brand Name Selection
• Brand Sponsorship
• Brand Development
• Three levels of
positioning:
 Product attributes
• Least effective
 Benefits
 Beliefs and values
• Taps into
emotions
Key Decisions

15. 8 - 14
Brand Strategy
• Brand Positioning
• Brand Name Selection
• Brand Sponsorship
• Brand Development
• Good Brand Names:
 Suggest something
about the product or its
benefits
 Are easy to say,
recognize and remember
 Are distinctive
 Are extendable
 Translate well into other
languages
 Can be registered and
legally protected
Key Decisions

16. 8 - 15
Brand Strategy
• Brand Positioning
• Brand Name Selection
• Brand Sponsorship
• Brand Development
• Manufacturer brands
• Private (store) brands
 Costly to establish and
promote
 Higher profit margins
• Licensed brands
 Name and character
licensing has grown
• Co-branding
 Advantages /
disadvantages
Key Decisions

17. 8 - 16
Product and Service
Decisions
• Product line
 A group of products
that are closely
related because they
may:
• function in a similar
manner
• be sold to the same
customer groups,
• be marketed through
the same types of
outlets
• fall within given price
ranges
Key Decisions
• Individual
Product
• Product Line
• Product Mix

18. Personal Care(product category)
• Personal Wash Skin Care Hair Care
• Lux Fair & Lovely Sunsilk
• Lifebuoy Pond’s Clinic
• Breeze Vaseline Clear
• Dove
8 - 17

19. Food(Product category)
• Tea Ice cream Food
• Brook bond Wall’s Kissan
• Lipton Knorr
8 - 18

20. 8 - 19
Product and Service
Decisions
• Individual
Product
• Product Line
• Product Mix
• Product line length
 Line stretching:
adding products that
are higher or lower
priced than the
existing line(GSX-R
600)
 Line filling: adding
more items within
the present price
range
Key Decisions

21. 8 - 20
Product and Service
Decisions
• Individual
Product
• Product Line
• Product Mix
• Product mix
 Also known as
product assortment
 Consists of all the
product lines and
items that a
particular seller
offers for sale
Key Decisions

22. 8 - 21
Product and Service
Decisions
• Individual
Product
• Product Line
• Product Mix
• Product mix width:
 Number of different
product lines carried
by company
• Product mix depth:
 Number of different
versions of each
product in the line
• Product mix
consistency
Key Decisions

23. 8 - 22
Brand Equity
The differential effect that brand
knowledge has on consumer
response to the
marketing of that brand.

24. 8 - 23
Branding Strategy
• Brands with strong equity have
many competitive advantages:
 High consumer awareness
 Strong brand loyalty
 Helps when introducing new products
 Less susceptible to price competition

25. 8 - 24
Line Extension
(ARY Digital)
Multi brands
(Dreft)
Brand Extension
(Titan Jewellery)
New Brands
(Olfrute)
Brand
Name
Existing New
Product Category
Existing
New
Four Brand Strategies

26. 8 - 25
Four Services
Characteristics

27. 8 - 26
Characteristics of Services
• Intangibility
 Consumers look for service quality signals
• Inseparability
 Services can’t be separated from providers
• Variability
 Employees and other factors result in
variability
• Perishability
 Services can’t be inventoried for later sale