The document discusses branding and brand management. It covers topics such as brand identity, brand image, the difference between push and pull strategies, factors that influence consumer purchasing of branded products, the rise of private labels, and techniques for building brand image. The document also lists branding elements like logos, slogans, and packaging. It provides examples of brands that use different branding approaches and image builders.

2. Chapter4: product
Powerpoint: chapter4.1
Powerpoint: chapter4.2
Powerpoint: chapter4.3
Powerpoint: chapter4.4
Chapter5: place
Powerpoint: chapter5.1
Powerpoint: chapter5.2
Chapter6: price
Chapter7: promotion

3. A.Whatis a product
B. Product categories
C.Product mix
D.Brand decisions
E.Product features
F.Product development
G.Product life cycle
4 classes:
4.1, 4.2, 4.3 and4.4
4.1
4.2
4.3
4.4

4. Turner & Duckworthcase
Brand symbols
Branding
Whatis a brand
The functionsof a brand
The valueof a brand –brand equity
ABC (D)… ?

6. Which elementsdo youneedto‘brand’ a product or organisation? Look on the D&T andotherwebsites.
Whatare the basic packagingrulesaccordingtoDuckworth& Turner?
Have theyusedthese ruleswhenredesigningthe Coca Cola bottleandthe Metallica logo + the DeathMagneticalbum? Discussthe changes, the motivationandwhethertheyhave followedtheirownrules.
Theyhave notdrasticallychangedthe Metallica & Coca Cola logo/packaging. Whynot?
Whatare the differencesin packagingbetweenthe USA andEurope accordingtoD&T?

7. Even when all our production plants would burn to the ground, it wouldn’t be half
as bad as loosing our brand equity

8. Name (FANTA)
Logo
Tag line (CONNECTING PEOPLE)
URL (website address)
Symbols and signs
Jingles
Wrapping/packaging
Price

11. Brand management
= a communication function that includes analysis and planning on how that brand is positionedin the market,
which target public the brand is targeted at,
and maintaining a desired reputationof the brand.
Developing a good relationship with target publics is essential for brand management.
Your job? Brand manager

12. Brand name
Non-verbal
Logo, colour, font
Baseline
Music

14. Identification
Distinguish
Communicate
Association
Emotionsandattitude
Protection
Dream scenario: communities

15. Guaranteeingquality
Making life easier/nicerforconsumer
Supportingthe consumer’slifestyle

16. Oops… blind andothertests

17. Brand equity=
The strategicandfinancial valueof the product
Basedon consumerloyalty, brand awareness andknowledge, reputation, perception, relationshipwithstakeholders
Example: relationshipwithsuppliers
Mc Donald’s: beef supplier
Ikea: meatballs… (horse meat?)

18. Brand equityalsorevealshowmuch(more) a consumeris willingtopayforyourbrand
Alsoindicatesthe financial valueof a brand/organisation
iPhone ?

19. Belgium’stop brands

21. Brands are classifiedas A-B-C (or D) basedon
Distribution: wheretobefound
Advertising campaigns
Brand awareness, brand knowledge
Brand loyalty, brand preference
Especiallyin the case of FMCG

22. Strong geographicdistribution
High awareness andknowledge
Strong perceptionof price-qualityratio
Lot of marketing support

23. Limited geographic distribution
Moderate or lower awareness and knowledge
Perception of price-quality ratio is less good
Less marketing support
The more ‘unknown’ or lesser known brands in supermarkets
Often same quality as A-brands
You can become A: Samsung

24. Manufacturer’s brand
Very limited geographic distribution
Perception of price-quality ratio is often low
Hardly any or no marketing support

25. The ultimate goal is tomove up
C => B => A
AndA => top brand in the sector
Verystrong brandknowledge
Veryattractive
Unique product/concept, oftenregistered
Strong marketing support
High priceis no problemforconsumers
ClearUSP
High loyaltyandsatisfaction
Goodpositionin negotiations

27.  Private labels (home made)
 Different types
Premium private
labels

29. A.Whatis a product
B. Product categories
C.Product mix
D.Brand decisions
E.Product features
F.Product development
G.Product life cycle
4 classes:
4.1, 4.2, 4.3 and4.4
4.1
4.2
4.3
4.4

30. D.
Brand orientation
Building a strong brand: pull & push
Motivationof consumerswhenbuyingstrondbrands
Private labels& the reaction
Brand identity& image
Image builders

31. 4 types
Strong brand orientation
Brand interest
Brand opportunity
Brand scepticism

32. Strong brand orientation

33. Brand interest
Events, bands, …
Subtop

34.  Brand opportunity

35. Brand scepticism

36. Basedon forecast demandBasedon actualdemand

37. A push–pull system in business describes the movement of a product or information between two subjects.
On markets the consumers usually "pull"the goods or information they demand for their needs,
while the offerersor suppliers "push"them toward the consumers.

38. Demandis created
Consumer seesanad, a commercial, …
Takes aninterest
Takes action: looks forthe product in retail/online
As of then, push takes over
Pull:
Consumerswant yourproduct, are lookingforit
Goodpositiontonegotiate
Goodplaceon the shelves

39. In the case of pull, yourbrand is a verystrong brand
Consequences:
Premium price; biggermargin
Strong awareness andknowledgde; market leader
Toughnegotiationposition
Scaresoff new competitors
Keep investingin the brand (marketing support)
Keep workingon image andreputationandstrategy
Product reallyneedstobegood: everydetail matters
Honesty

41. Producer investsin goodrelationshipwithretailer (= trademarketing)
Basedon trustworthiness
Retailer makessurethe product has a goodpositionon the shelves
Retailer thereforepushes thisproduct
Consumer does notnecessarilyknow/want thisproduct
Demandwas notthereinitiallybut is created
Strong trademarketing

42. A ‘must’ in the case of push:
Quality/uniqueconcept of the product
Staffandtraining of staff
Service-after-sale
Flexibility
Financial conditions
Advertisements
POS

44. Whatare the factors consumerstake intoaccount whentheyconsiderbuyinga brandedproduct (A)?
Purchasingpower
Brand awareness
Socialrisksinvolvedwhen(not) buyingthe product
Presenceor lackof private label
Presenceof otherstrong brands

45. Birthof private labels
Seventies; economiccrisis
Aldi & Lidl
Introductionof private labels
Successful: lessmoney, goodquality
Power shift in retail
Premium private labels
Weapontofightoff competition
Alsofornon-food in the meantime

46. Pull effect: make surethe consumerwants you
Product innovations
Introduce ‘guerrilla brand’ tofightof private label
Assortmentselection; focus on the ‘fittest’ brandsonly
Bridge the pricegap
CommunicateyourUSP
Make emotionalconnectionwithtarget audience

47. Identity: reality
Image: desiredposition
Perception
In the mind of the consumer

48. Brand name
Brand personality
Packaging
Flagshipstore
Marketing: sensory, guerrilla, experience, …
Events
Testimonials
Brand ambassadors
…

54. Mentos& Coca Cola

58. Types/personas
The Rubberband Man
Old Spice
Celebrities
Giftingor ‘celebrityseeding’ (product placement)
Telephone (Lady Gaga)