Nestle Kit Kat is one of the most successful confectionery brands worldwide, present in over 80 countries. Each year over 12 billion Kit Kat fingers are consumed globally. Kit Kat bars consist of layers of wafer separated by chocolate. There are many flavors including milk, white, and dark chocolate. Kit Kat has a strong brand image and packaging that helps it stand out on store shelves against competitors.
This document discusses different types of brands and brand strategies. It defines what a brand is and explains that brands can convey six levels of meaning. It then discusses three types of brands: functional brands which satisfy functional needs, experiential brands which provide experiences, and brand image which is the impression in consumers' minds. The document also outlines several brand strategies such as line extensions, brand extensions, multi brands, new brands, co-branding, and umbrella brands. It provides examples for each strategy and discusses factors like congruence that determine the success of different strategies.
1) Gatorade Xtremo is a sports drink produced by PepsiCo that is scientifically formulated to replace fluids and electrolytes lost through sweat during exercise.
2) It provides hydration and energy replenishment through a variety of flavors. Gatorade dominates the sports drink market with a 77% volume share.
3) The document analyzes Gatorade Xtremo's marketing strategy, target market, product demand and life cycle stage, concluding that with PepsiCo's constant innovation, demand for the product is expected to grow significantly over the next five years as it maintains its dominance in the sports drink category.
To create a next-generation loyalty and engagement program that extended beyond, but still include the current Angel Credit Card and PINK Nation offerings
Starbucks aims to promote its healthy food and drink options to reach new customers. Its digital marketing strategy has three parts: social media promoting lower calorie items, online ads targeting keywords like "skinny coffee", and a mobile app and text program with coupons for healthy purchases. The $1.775 million budget will be split across these channels. Metrics will track engagement on social media and the app and coupon usage. The strategy aims to better position Starbucks as a healthy establishment and improve lives by inspiring healthy choices.
The document provides an overview of developing an institutional brand strategy. It defines what a brand is and is not, explaining that a brand represents all associations and experiences rather than just logos or advertising. It outlines key aspects of developing a brand strategy including defining the brand, positioning it competitively, developing brand claims, and creating a brand platform. The document uses the example of Fielding Graduate University to illustrate how it analyzed its competitive landscape and priorities to develop a distinctive brand claim and positioning strategy.
This Brand Audit Presentation analyses the brand M&M's in the UK market, and covers the following content:
- Brand Overview,
- Brand Value Proposition,
- Current Brand Communications Audit,
- Category Audit,
- SWOT Analysis, and
- Key Recommendations.
This pioneering research redefines the way we market ice cream. Artificial segmentations based on personality differences offer weak foundations on which to build brand strategies. To deeply engage us, a brand must have a solid inner architecture deeply rooted in the fundamentals of humanity.
Beneath all the phantasmagoria of global marketing communication, lies order and rhythm, the source code of our human behaviour.
Summarising the results of our research, this presentation analyses the fundamental motives underpinning consumer behaviour towards ice cream and proposes a way to build ice cream brands that engage people at a profoundly human level.
Our fundamental human motives are like bare patterns in any language. Successful brands infuse the pattern, fertilising the basic forms, in a unique and profoundly human way, enabling people to experience deep patterns that make them feel alive.
There is a direct correlation between our fundamental human motives, the most direct way to engage people, and the level of sales and profit. The efficiency of communication budgets is maximised when the authentic codes of the brand germinate the deepest motives driving sales and profit in the category. Today we have no excuse for saying that “we waste half of our advertising budget but we don’t know which half”.
Above all, by satisfying the most fundamental of our human motives the brand is deeply humanistic in that it offers holistic, universal experiences that no longer satisfy some individual needs but the needs of the species.
Nestle Kit Kat is one of the most successful confectionery brands worldwide, present in over 80 countries. Each year over 12 billion Kit Kat fingers are consumed globally. Kit Kat bars consist of layers of wafer separated by chocolate. There are many flavors including milk, white, and dark chocolate. Kit Kat has a strong brand image and packaging that helps it stand out on store shelves against competitors.
This document discusses different types of brands and brand strategies. It defines what a brand is and explains that brands can convey six levels of meaning. It then discusses three types of brands: functional brands which satisfy functional needs, experiential brands which provide experiences, and brand image which is the impression in consumers' minds. The document also outlines several brand strategies such as line extensions, brand extensions, multi brands, new brands, co-branding, and umbrella brands. It provides examples for each strategy and discusses factors like congruence that determine the success of different strategies.
1) Gatorade Xtremo is a sports drink produced by PepsiCo that is scientifically formulated to replace fluids and electrolytes lost through sweat during exercise.
2) It provides hydration and energy replenishment through a variety of flavors. Gatorade dominates the sports drink market with a 77% volume share.
3) The document analyzes Gatorade Xtremo's marketing strategy, target market, product demand and life cycle stage, concluding that with PepsiCo's constant innovation, demand for the product is expected to grow significantly over the next five years as it maintains its dominance in the sports drink category.
To create a next-generation loyalty and engagement program that extended beyond, but still include the current Angel Credit Card and PINK Nation offerings
Starbucks aims to promote its healthy food and drink options to reach new customers. Its digital marketing strategy has three parts: social media promoting lower calorie items, online ads targeting keywords like "skinny coffee", and a mobile app and text program with coupons for healthy purchases. The $1.775 million budget will be split across these channels. Metrics will track engagement on social media and the app and coupon usage. The strategy aims to better position Starbucks as a healthy establishment and improve lives by inspiring healthy choices.
The document provides an overview of developing an institutional brand strategy. It defines what a brand is and is not, explaining that a brand represents all associations and experiences rather than just logos or advertising. It outlines key aspects of developing a brand strategy including defining the brand, positioning it competitively, developing brand claims, and creating a brand platform. The document uses the example of Fielding Graduate University to illustrate how it analyzed its competitive landscape and priorities to develop a distinctive brand claim and positioning strategy.
This Brand Audit Presentation analyses the brand M&M's in the UK market, and covers the following content:
- Brand Overview,
- Brand Value Proposition,
- Current Brand Communications Audit,
- Category Audit,
- SWOT Analysis, and
- Key Recommendations.
This pioneering research redefines the way we market ice cream. Artificial segmentations based on personality differences offer weak foundations on which to build brand strategies. To deeply engage us, a brand must have a solid inner architecture deeply rooted in the fundamentals of humanity.
Beneath all the phantasmagoria of global marketing communication, lies order and rhythm, the source code of our human behaviour.
Summarising the results of our research, this presentation analyses the fundamental motives underpinning consumer behaviour towards ice cream and proposes a way to build ice cream brands that engage people at a profoundly human level.
Our fundamental human motives are like bare patterns in any language. Successful brands infuse the pattern, fertilising the basic forms, in a unique and profoundly human way, enabling people to experience deep patterns that make them feel alive.
There is a direct correlation between our fundamental human motives, the most direct way to engage people, and the level of sales and profit. The efficiency of communication budgets is maximised when the authentic codes of the brand germinate the deepest motives driving sales and profit in the category. Today we have no excuse for saying that “we waste half of our advertising budget but we don’t know which half”.
Above all, by satisfying the most fundamental of our human motives the brand is deeply humanistic in that it offers holistic, universal experiences that no longer satisfy some individual needs but the needs of the species.
1. The document discusses product strategy and roadmapping for a company's portfolio of mobile apps.
2. It proposes separating apps into short-term projects and long-term revenue generators, and creating a structure to support each business unit pursuing its own strategic goals.
3. A sample strategy is presented for monetizing one app through in-app ads and using it to promote other apps through push notifications, while balancing user experience to avoid negative side effects.
The document analyzes an advertisement for KitKat Mini chocolate bars using a crossword puzzle. It critiques flaws in the original ad such as lack of color, small logo, and irrelevance of puzzle words. Three improved advertisements are proposed using word searches instead and addressing the flaws. The best new ad features a bright, colorful word search that is almost complete with the KitKat package imprinted prominently to convey the "mini break" message more clearly and appeal to wider audiences including children.
Fresh & Healthy Brands started in 1997 with the opening of Juice Zone. It has since expanded to include several healthy food concepts and now franchises in 24 countries. Yo-Good is its frozen yogurt franchise offering non-fat yogurt and fresh toppings. Its marketing focuses on the health benefits of yogurt and word-of-mouth promotion. Yo-Good plans to open a location in Lahore, Pakistan and projects net profits of over 39% in its first year.
This document discusses the brand Maggi, which originated in Switzerland in 1885. It was acquired by Nestle in 1947. Maggi is now a sub-brand of Nestle that offers various seasoning, soup, and noodle products. The document analyzes Maggi's brand elements, positioning in the marketplace, brand equity sources, use of strategic alliances, and how it utilizes the marketing mix elements of product, price, place, promotion, physical evidence, process, and people. Overall, the summary analyzes Maggi's branding and marketing strategies as a long-standing food brand owned by Nestle.
Leroy J. Ebert DipM MCIM, Chartered Marketer, MSLIM
Manager Marketing and Business Development – Logiwiz Ltd.
Presentation Developed as course material for the SLIM Diploma in Brand Management
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (9th May 2014)
Coke created value and reinvigorated growth through brand belief and behavior activation. In 2004, sales were flat and the new CEO Neville Isdell recentered Coke on its core belief in happiness and inspiring optimism. He empowered 150 leaders to develop a "Manifesto for Growth" articulating Coke's vision, values, and 5P business focus areas of People, Planet, Portfolio, Partners, and Profit. Coke then expressed this vision externally through brand expressions and internally by tracking progress on goals. This unified Coke employees and partners to collaboratively deliver sustainable growth.
Assessing Your Brand Architecture August 2015Carol Phillips
THIS PRESENTATION IS OLD. SEE UPDATED VERSION 2019.
Learn more about how to optimize Brand Architecture to provide a clear and leverage able ‘face’ for your business strategy.
Chobani Greek Yogurt Insights and StrategyJosh Crafter
This document provides insights from research conducted on Chobani Greek yogurt among college students. Cultural insights found Greek yogurt has become trendy due to health trends and media portrayal. Consumer insights identified segments including frequent and occasional yogurt eaters. Product insights found health and flavors appeal to consumers, while packaging impacts gender perceptions. A quantitative survey assessed awareness, nutrition importance, and community involvement. A creative brief targets college students to believe Chobani is a community rather than just a brand.
Coca-Cola was invented in 1886 by Dr. John Pemberton and first sold in Atlanta. It grew rapidly under Asa Candler's ownership and marketing expertise from the late 1880s. By the 1920s, Coca-Cola had become a global brand through franchising to independent bottlers. The company diversified in later decades but refocused on its core beverage business in the 1980s. Coca-Cola continues to expand globally through marketing, product innovation, and acquisitions.
This document provides a strategic brand management analysis of Kellogg's Sultana Bran cereal in the New Zealand market. It includes research findings from consumer surveys, an analysis of Kellogg's branding elements and marketing strategies, and recommendations. The surveys found that while Kellogg's is recognized, Sanitarium Weet-Bix is preferred by most consumers as a filling breakfast option. Kellogg's faces challenges in New Zealand in terms of brand awareness, price competitiveness compared to Weet-Bix, and packaging design. The analysis provides insights into how Kellogg's can strengthen its brand strategy for the New Zealand consumer.
A brand is more than just a product or company name. It represents the unique set of associations created in customers' minds through marketing communications and experiences over time. These associations form the brand identity, which includes functional and emotional benefits, organizational attributes, symbols, personality, and relationships with customers. An effective brand identity is strategically defined by the company rather than just customer perceptions, and brings together internal and external perspectives to guide brand management.
Brand Identity. Material for BBA/MBA course
"Brand Management", Chapter 3: Brand Identity.
Your comments are welcome to improve this course.
F. Gaucher, Aperto Libro Academy
A new product development for the brand Pepsico is created in order to create a product which is more healthier than the current product range of snacks & other eateries of Pepsico.
While different people will have different approaches to developing and managing brands, we believe there are some fundamental constructs and truths about brand strategy that need to be considered in any brand strategy process. We\'ve developed a short presentation on some of the fundamentals of brand strategy.
I) Ben & Jerry's focuses on natural and fair trade ice cream, frozen yogurt, sorbet, and novelty products. It uses a premium pricing strategy for unique flavors sold in recognizable cups. The brand targets health-conscious urban consumers aged 15-50 with busy lifestyles through humor in TV, magazine, and social media advertising. It employs a niche global marketing strategy going for global depth over national breadth.
New product development of nutrichoiceRanjani Balu
Britannia launched its Nutri Choice brand in the late 1990s to cater to the growing health conscious consumer segment in India. Over time, it expanded the Nutri Choice portfolio and strengthened its positioning as a healthy biscuit brand. In 2005, Britannia restructured its product portfolio to separate biscuits into "delight and lifestyle" and "health and nutrition" categories. It positioned Nutri Choice under the latter to clearly communicate its health benefits while still tasting good. Britannia continued initiatives to strengthen Nutri Choice's health proposition, such as removing trans fats and launching promotional campaigns combining fitness and diet.
This document summarizes the history and challenges faced by Starbucks Coffee Company. It discusses how Starbucks grew rapidly under Schultz's leadership in the 1990s and 2000s, popularizing specialty coffee drinks globally. However, under CEO Jim Donald in the mid-2000s, Starbucks lost its focus on quality and the third place experience. When the financial crisis hit in 2008, sales declined sharply. Schultz returned as CEO and launched several initiatives to return Starbucks to its roots, including closing underperforming stores, emphasizing quality coffee and service, and innovating new products. After difficult changes, Schultz helped lead Starbucks' resurgence.
New product development - cookies made with insect proteinBobby Antan Caiquo
New product development process for insect cookies targeted at food aid. This presentation focuses on all the crucial steps in new product development in the food industry.
How to successfully market and communicate your F&B offer to customers - Eat ...BALPPA
Eat with your Eyes and Vicky La Trobe present to the BALPPA FEC F+B meeting on "How to successfully market and communicate your F&B offer to customers"
1. The document discusses product strategy and roadmapping for a company's portfolio of mobile apps.
2. It proposes separating apps into short-term projects and long-term revenue generators, and creating a structure to support each business unit pursuing its own strategic goals.
3. A sample strategy is presented for monetizing one app through in-app ads and using it to promote other apps through push notifications, while balancing user experience to avoid negative side effects.
The document analyzes an advertisement for KitKat Mini chocolate bars using a crossword puzzle. It critiques flaws in the original ad such as lack of color, small logo, and irrelevance of puzzle words. Three improved advertisements are proposed using word searches instead and addressing the flaws. The best new ad features a bright, colorful word search that is almost complete with the KitKat package imprinted prominently to convey the "mini break" message more clearly and appeal to wider audiences including children.
Fresh & Healthy Brands started in 1997 with the opening of Juice Zone. It has since expanded to include several healthy food concepts and now franchises in 24 countries. Yo-Good is its frozen yogurt franchise offering non-fat yogurt and fresh toppings. Its marketing focuses on the health benefits of yogurt and word-of-mouth promotion. Yo-Good plans to open a location in Lahore, Pakistan and projects net profits of over 39% in its first year.
This document discusses the brand Maggi, which originated in Switzerland in 1885. It was acquired by Nestle in 1947. Maggi is now a sub-brand of Nestle that offers various seasoning, soup, and noodle products. The document analyzes Maggi's brand elements, positioning in the marketplace, brand equity sources, use of strategic alliances, and how it utilizes the marketing mix elements of product, price, place, promotion, physical evidence, process, and people. Overall, the summary analyzes Maggi's branding and marketing strategies as a long-standing food brand owned by Nestle.
Leroy J. Ebert DipM MCIM, Chartered Marketer, MSLIM
Manager Marketing and Business Development – Logiwiz Ltd.
Presentation Developed as course material for the SLIM Diploma in Brand Management
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (9th May 2014)
Coke created value and reinvigorated growth through brand belief and behavior activation. In 2004, sales were flat and the new CEO Neville Isdell recentered Coke on its core belief in happiness and inspiring optimism. He empowered 150 leaders to develop a "Manifesto for Growth" articulating Coke's vision, values, and 5P business focus areas of People, Planet, Portfolio, Partners, and Profit. Coke then expressed this vision externally through brand expressions and internally by tracking progress on goals. This unified Coke employees and partners to collaboratively deliver sustainable growth.
Assessing Your Brand Architecture August 2015Carol Phillips
THIS PRESENTATION IS OLD. SEE UPDATED VERSION 2019.
Learn more about how to optimize Brand Architecture to provide a clear and leverage able ‘face’ for your business strategy.
Chobani Greek Yogurt Insights and StrategyJosh Crafter
This document provides insights from research conducted on Chobani Greek yogurt among college students. Cultural insights found Greek yogurt has become trendy due to health trends and media portrayal. Consumer insights identified segments including frequent and occasional yogurt eaters. Product insights found health and flavors appeal to consumers, while packaging impacts gender perceptions. A quantitative survey assessed awareness, nutrition importance, and community involvement. A creative brief targets college students to believe Chobani is a community rather than just a brand.
Coca-Cola was invented in 1886 by Dr. John Pemberton and first sold in Atlanta. It grew rapidly under Asa Candler's ownership and marketing expertise from the late 1880s. By the 1920s, Coca-Cola had become a global brand through franchising to independent bottlers. The company diversified in later decades but refocused on its core beverage business in the 1980s. Coca-Cola continues to expand globally through marketing, product innovation, and acquisitions.
This document provides a strategic brand management analysis of Kellogg's Sultana Bran cereal in the New Zealand market. It includes research findings from consumer surveys, an analysis of Kellogg's branding elements and marketing strategies, and recommendations. The surveys found that while Kellogg's is recognized, Sanitarium Weet-Bix is preferred by most consumers as a filling breakfast option. Kellogg's faces challenges in New Zealand in terms of brand awareness, price competitiveness compared to Weet-Bix, and packaging design. The analysis provides insights into how Kellogg's can strengthen its brand strategy for the New Zealand consumer.
A brand is more than just a product or company name. It represents the unique set of associations created in customers' minds through marketing communications and experiences over time. These associations form the brand identity, which includes functional and emotional benefits, organizational attributes, symbols, personality, and relationships with customers. An effective brand identity is strategically defined by the company rather than just customer perceptions, and brings together internal and external perspectives to guide brand management.
Brand Identity. Material for BBA/MBA course
"Brand Management", Chapter 3: Brand Identity.
Your comments are welcome to improve this course.
F. Gaucher, Aperto Libro Academy
A new product development for the brand Pepsico is created in order to create a product which is more healthier than the current product range of snacks & other eateries of Pepsico.
While different people will have different approaches to developing and managing brands, we believe there are some fundamental constructs and truths about brand strategy that need to be considered in any brand strategy process. We\'ve developed a short presentation on some of the fundamentals of brand strategy.
I) Ben & Jerry's focuses on natural and fair trade ice cream, frozen yogurt, sorbet, and novelty products. It uses a premium pricing strategy for unique flavors sold in recognizable cups. The brand targets health-conscious urban consumers aged 15-50 with busy lifestyles through humor in TV, magazine, and social media advertising. It employs a niche global marketing strategy going for global depth over national breadth.
New product development of nutrichoiceRanjani Balu
Britannia launched its Nutri Choice brand in the late 1990s to cater to the growing health conscious consumer segment in India. Over time, it expanded the Nutri Choice portfolio and strengthened its positioning as a healthy biscuit brand. In 2005, Britannia restructured its product portfolio to separate biscuits into "delight and lifestyle" and "health and nutrition" categories. It positioned Nutri Choice under the latter to clearly communicate its health benefits while still tasting good. Britannia continued initiatives to strengthen Nutri Choice's health proposition, such as removing trans fats and launching promotional campaigns combining fitness and diet.
This document summarizes the history and challenges faced by Starbucks Coffee Company. It discusses how Starbucks grew rapidly under Schultz's leadership in the 1990s and 2000s, popularizing specialty coffee drinks globally. However, under CEO Jim Donald in the mid-2000s, Starbucks lost its focus on quality and the third place experience. When the financial crisis hit in 2008, sales declined sharply. Schultz returned as CEO and launched several initiatives to return Starbucks to its roots, including closing underperforming stores, emphasizing quality coffee and service, and innovating new products. After difficult changes, Schultz helped lead Starbucks' resurgence.
New product development - cookies made with insect proteinBobby Antan Caiquo
New product development process for insect cookies targeted at food aid. This presentation focuses on all the crucial steps in new product development in the food industry.
How to successfully market and communicate your F&B offer to customers - Eat ...BALPPA
Eat with your Eyes and Vicky La Trobe present to the BALPPA FEC F+B meeting on "How to successfully market and communicate your F&B offer to customers"
Branding and the Good Food System Mark WilhelmsMark Wilhelms
The document discusses branding and marketing for local products. It emphasizes that a brand is not just a logo, but rather the experience customers have that lives in their memory. It advises building authority, affinity, and trust in the brand. It also notes that customers may be buying an experience rather than just the product, and that brands need to evolve over time through innovation to stay relevant. Overall, the key aspects of branding discussed are focusing on the customer experience, building an authentic brand identity, and continually adapting the brand over time.
Packaging design serves three main roles: protection of contents, transportation and distribution of products, and communication with consumers. It combines graphic and structural design elements. As designers, we have a responsibility to create effective and sustainable packaging designs that minimize environmental impact. The document outlines various tools and considerations for packaging design, including naming, branding, materials, messaging, and innovation.
Moreish foods branding system and marketing pitch by and thenvikram sood
The document outlines branding and marketing strategies for scaling up a food brand called Moreish. It proposes three branding routes positioning Moreish as fun, funky or stylish. Each route includes brand attributes, visual identity, packaging, and communication strategies. The overall approach is to position Moreish as encouraging creativity and experimentation with food in order to engage youth and appeal to changing consumer preferences in India.
B brand design is specialized in food packaging design in Melbourne. We deal in food packaging, product packaging & label design with innovate and novel designs.
On the move oats packaging design and functionality bursary project 2012Z Vrablecova
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise boosts blood flow, releases endorphins, and promotes changes in the brain which help enhance one's emotional well-being and mental clarity.
The document describes several packaging designs for food and tea products from China and Taiwan. The designs incorporate cultural elements and traditions from their places of origin. One design uses cut cloth to form the Chinese character for ramie on a shirt package. Another turns tea packaging into a story about tea growing traditions. A third incorporates paper cutting art and heart shapes to reference Taiwan's status as a garden blessed by God.
This document discusses marketing food brands during Ramadan in the Middle East and North Africa region. It notes that food prices tend to increase during Ramadan, causing financial strain for some families. It also mentions that many people stock up on non-perishable foods before Ramadan to prepare meals at home during the fasting month. Additionally, it suggests that some individuals may gain weight during Ramadan from eating unhealthy snacks to break their daily fasts. The document provides insights into challenges such as planning meals and social activities during Ramadan for people living away from family.
Local foodforglobalfutureeindhoven10nov2015Harry Donkers
This document summarizes Harry Donkers' presentation on local and global food systems. It begins with an overview of industrial and local food systems, their successes and failures. It then discusses the paradigm of sustainable food security and how it requires reconnecting producers and consumers locally. Examples are provided of short food chains, local and regional food systems, and how they can be governed. The challenges of industrial and local systems in solving world hunger are also examined.
Prachid - chainat brand and packaging design presentationprachid tinnabutr
Prachid - chainat brand and packaging design presentation : ผลงานการวิจัย- ออกแบบสร้างสรรค์ตราสัญลักษณ์และรูปลักษณ์บรรจุภัณฑ์ เพื่อเชื่อมโยง
การท่องเที่ยวเชิงวัฒนธรรม สำหรับผลิตภัณฑ์สุขภาพและความงาม
ของกลุ่มวิสาหกิจชุมชน จังหวัดชัยนาท
Branding and packaging design development for connecting to cultural tourism of herbal spa and wellness products of community enterprise group of Chainat province
Ref URL: httop://chanatbrand.blogspot.com
Stationery Design, Packaging design and Website design for O3 IndiaKannu Priya Rawat
Diploma project for Semester 8 in BA(H) Communication design in Pearl Academy.
After designing the brand identity, it was necessary to classify the wide variety of product ranges they were offering from personal care/spa , daily care and utility and spices and herbs range and deign the stationery and logo keeping in mind the diversity of the Brand.
El documento presenta el programa del Congreso de Organización y Gestión Pública (COEP) que se celebrará en Logroño del 10 al 12 de marzo de 2015. Los seis ejes temáticos principales son la relación entre administración y ciudadanía, la creación de valor público, la ética, el liderazgo innovador, la organización municipal orientada a la ciudadanía y las ciudades inteligentes. El programa incluye ponencias, mesas redondas y paneles de experiencias sobre estos temas.
Branding & Visual Communication Design Case Study. Project was for Godrej Business District (GBD) of Godrej Construction Division, Godrej & Boyce Manufacturing Company Limited, Mumbai.
Molivi is a graphic design company that has been serving clients for 25 years. They focus on understanding client needs and brand goals to design effective communication solutions. Molivi works across many industries including food, pharmaceuticals, cosmetics, consumer goods, and automotive. They provide services like logo design, packaging, labels, promotional materials, and sales kits.
DESIGNLOBBY.CN & .ASIA is a trademark and business unit of DESINEMBASSADOR.COM UG based in Berlin, Germany and owned by Vassilios P Bartzokas, who is the CEO and Founder.
DESIGNLOBBY.CN & .ASIA is a creative cluster and agency representing the best of Greek and European Design in Asia from the fields of Branding & Communication, Product Design, Architecture, Motion Design, Graphics, Illustration, Packaging, Events Design, Food design, Advertising and Music Videos productions, Design and Art Curators, Contemporary Art, Interior Desigh, Visual Arts, Lighting Design & Architecture Photography, Trend Forecasting, Web & Mobile Applications & Design.
Our members have worked for some of the world’s best brands. We love good and sustainable design and we do not follow trends, we create them. Some of our clients from diverse industries are : GOOGLE, MICROSOFT, DANONE, VOLVO OCEAN RACE, METAXA, DIMPLE Whiskey, ABSOLUT Vodka, COCA COLA, SIMPLY BURGERS, AMSTEL, OLYMPIC AIRWAYS, THE NEW ACROPOLIS MUSEUM, VOLVO, TASCHEN, KORRES, BRITISH AMERICAN TOBACCO, NIKE, FINAL FOUR BASKETBALL, BUGATTI CARS, ALFA ROMEO, AMERICAN EXPRESS, BENTLEY MOTORS, GOOD YEAR, GALLERIES LAFAYETTE, SWATCH, TUI, ATHENS OLYMPIC GAMES, CARNIVAL CRUISE LINES, CUNARD LINES, NOVARTIS HELLAS, SPECIAL OLYMPICS, KRAFT FOODS, HSBC BANK, FOX MEDIA SERVICES, GREEK GOVERNMENT MINISTRIES OF CULTURE, PUBLIC WORKS, etc…
We know how to deliver the best possible results, fast, efficiently and in a reasonable budget. We can create added value for any professional or end user and help you materialize your vision.
The Fine Foods Group Presents: Food business from A to ZMichel Algazi
This one day course provided, at a high level, an understanding of the process needed to start an artisanal or specialty food business.
Taught by a food industry veteran, this course covered the following topics:
- Product ideation / Market research
- Feasibility analysis
- Branding strategy
- Company formation and brand registration
- Product development
- Costing and pricing
- Packaging Design
- Manufacturing options
- Launch process
- Distribution channels
- Sales and distribution plan
- Selling tool development
- Price lists
- Sales / Marketing / Promotion
- Financial planning
This event offered an opportunity to tie all of the important pieces of a startup business together.
Strategic Brand Shift for Desai Brothers Namkeen Lokusdesign
Desai Brothers Ltd. entered the competitive packaged snacks industry in India riding on a strong distributor network. However, their brand experienced poor customer preference and perceptions of inferior quality, causing sales to plateau. LokusDesign was partnered with to provide strategic direction for growth. Through research, they transformed the brand identity to appeal to key market segments and generate customer pull. Efforts included qualitative research with 144 interviews across retailers and customers to understand consumption drivers and brand perceptions. A strategic workshop was then held to develop a new brand architecture, positioning, visual identity and packaging design system to make the brand contemporary yet authentic.
This document discusses key concepts in branding. It defines branding and explains the role and benefits of branding, including helping consumers identify products and building consumer preference and loyalty. It also covers how brands are built through aspects like brand name, positioning, image and personality. The document discusses brand extension, stretching, protection and management issues brands may face.
This is a brand strategy presentation that helped me communicate to top management the real definition of branding that was essentially needed for the company. I was able to elevate sales more 300% with the new brands launched by following some strategies mentioned in the presentation in detail. The information in this presentation is common and not confidential. It is just about the concept of branding but mainly focused for FMCG companies.
New Product Portfolio Management PowerPoint Presentation SlidesSlideTeam
It covers all the important concepts and has relevant templates which cater to your business needs. This complete deck has PPT slides on New Product Portfolio Management PowerPoint Presentation Slides with well suited graphics and subject driven content. This deck consists of total of eighteen slides. All templates are completely editable for your convenience. You can change the colour, text and font size of these slides. You can add or delete the content as per your requirement. Get access to this professionally designed complete deck presentation by clicking the download button below. http://bit.ly/37tGq5Y
Storytelling for Organizational Engagement: Selling Sustainability InternallySustainable Brands
How do you get your internal culture to embrace the right sustainability message that you have worked so hard to craft? What do you do to convince brand managers to incorporate your message as a sustainability manager working at the corporate level? Or, how do you get your higher-ups to not see it as too big a risk, if you are a brand manager or marketing director who wants to incorporate sustainability messaging into your existing messaging? Given you are unlikely to have much money (i.e. media budget) to put your message out there, what do you do to get social and viral play? And how do you sell something "out of the box" or "disruptive" in a conservative culture?
This document provides guidance on establishing an effective brand positioning strategy. It discusses identifying target customers and competitors, as well as determining points of parity and points of difference between a brand and its competitors. The key aspects of positioning a brand are defining who the target market is, who the main competitors are, how the brand is similar to and different from competitors, and consistently communicating these messages. Effective positioning establishes a distinct and valued place for a brand in customers' minds.
Brand building is the very core of any brand. Build your brand by right targeting & segmentation. We also share some essential tips to keep in mind for great branding.
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3. Brand positioning is important because it
spells out the “what?”, the “For Whom?”
and the “Why?” of a brand, among other
things.
It also substantiates the relative pricing level
of a product or product line - it serves as a
basis for comparison.
Brand Positioning
4. Introduction to concepts and terms
Brand Image Brand Identity Brand Position
How the brand is
now perceived
How we would like
to brand to be
perceived (ideal)
The part of the
brand identity and
value proposition
to be actively
communicated to
a target audience
5. Brand Identity
A unique set of brand associations
that the brand owner aspires to
create or maintain. These
associations represent what the
brand stands for and imply a
promise to customers.
Brand Customer
Relationship
Created by the
value proposition
of the brand
Benefits
6. Brand Identity: Core and Extended
Core
Identity
Extended Identity
The core identity
represents the timeless
essence of the brand (it
contains the
associations that are
most likely to remain
constant as the brand
expands)
The extended identity
includes elements that
provide texture and
completeness.
7. Brand Associations
• A brand association
• Is anything that is linked in memory to a brand
• Should be strong and positive to lead to a purchasing impulse and
long-term brand loyalty
• Becomes stronger when a customer is exposed to it multiple times
• Can create value by
• Helping to process info (facts and specs)
• Creating differentiation
• Generating a reason to buy
• Creating positive attitudes and feelings
• Creating a basis for extensions
Brand Image
a set of associations, usually
organized in a meaningful way
(clusters)
10. Brand Associations
Emotional
Benefits
Brand
Personality
Product
Attributes
Health Geographic
Functional
Benefits
•Feel good
about
themselves -
able to give
good food to
children
•Early adopter -
cool, current
•Safe
•Quality
•Family time -
less time taken
cooking
•More personal
time
•Traditional
Foods
•Wide pallate -
educate
children
•Cause - doing
good
•Explorer
•Adventurous
•Well traveled
•Early adopter
•Educated
•World-aware
•Fun of learning
•Ethical
•Treat others
well
•Young at heart
•Healthful
•Socially
Conscious
•Innovative
•Tolerant
•Modern yet
embracing
traditions
•Friendly
•Quality
•One-serving
package
•Pre-cooked
•Ready-to eat
•Spices and
flavors
•Convenient
•Wheat free
•Gluten free
•Kosher
•Organic
•No-
preservatives
•No added
sugar
•No added salt
•Anti-oxidant
rich
•Traditions and
ingredients
from...
•The best the
world has to
offer our
children
•World without
borders
•Organic
•Kosher
•Packaging
(hygiene,
flexibility,
convenience)
•Safe
•Ready to eat
12. Competitive Set Feature Table
Sprout
Earth’s
Best
Ella’s
Kitchen
Happy
Baby
Plum
Organics
Homema
de Baby
•Sophisticated
•Gourmet
•Made by
celebrity chefs
•Good
Packaging
•Nationwide
distribution
(mass &
specialty)
•Established
•Widest
distribution
•Negative:
packaging
•Sesame street
characters
•Lid not BPA-
free
•UK-based
(European
distribution)
•Good
packaging
•Kid-centric
(spokesperson /
voice)
•Fun, playful
•Specialty store
distribution
•Breadth of
product
categories
•Strong
packaging and
identity
•Some products
are multi-serving
or larger sized
•Nationwide
distribution
(mass /
specialty)
•Boring / staid
packaging
•Some mass
distribution
•Breadth of
products
(range)
•Organic
•Potential
access to more
capital due to
recent
acquisition
•Fresh
•Not processed
•Limited shelf
life (distribution
challenges)
•Organic
•Kosher
•Local to So Cal
•Own
manufacturing
faciltities (cost
implications?)
14. Positioning Statement - Elements
• What are you making?
• For Whom?
• Functional Benefit
• Emotional Benefit
• Self-expressive Benefit
Value Proposition
15. Exercise - Maps & Positioning Statement
• What are you making?
• For Whom?
• Functional Benefit
• Emotional Benefit
• Self-expressive Benefit
16. Positioning Statement
Brand X is a new line of healthy and delicious functional foods - for
babies 6 to 12 months of age - that is the best the world has to offer.
Mothers who buy this line are early adopters. They are discerning,
world-aware consumers, who lead busy lives and who think Brand X
products are the only acceptable alternative to home-made food.
In addition to their organic certification and convenient form factor,
Brand X products afford babies superior nutritional value and a
variety of flavors and textures -- drawn from other cultures -- that will
broaden their palates as they grow. Brand X mothers like to extend
their socially-conscious lifestyle to the products they purchase. For
them, Brand X does good by donating a portion of profits to support
healthy nutrition for children.
17. Communication - Start with Brand Associations
Emotional Personality
Product
Attributes
Health Geographic
Functional
Benefits
•Feel good
about
themselves -
able to give
good food to
children
•Early adopter -
cool, current
•Safe
•Quality
•Family time -
less time taken
cooking
•More personal
time
•Traditional
Foods
•Wide pallate -
educate
children
•Cause - doing
good
•Explorer
•Adventurous
•Well traveled
•Early adopter
•Educated
•World-aware
•Fun of learning
•Ethical
•Treat others
well
•Young at heart
•Healthful
•Socially
Conscious
•Innovative
•Tolerant
•Modern yet
embracing
traditions
•Friendly
•Quality
•One-serving
package
•Pre-cooked
•Ready-to eat
•Spices and
flavors
•Convenient
•Wheat free
•Gluten free
•Kosher
•Organic
•No-
preservatives
•No added
sugar
•No added salt
•Anti-oxidant
rich
•Traditions and
ingredients
from...
•The best the
world has to
offer our
children
•World without
borders
•Organic
•Kosher
•Packaging
(hygiene,
flexibility,
convenience)
•Safe
•Ready to eat
18. Practical Applications of Brand Positioning
• Explicit (copy)
• Primary
• For healthy families (Organic)
• Multicultural
• The best the world has to offer our
children
• Convenient (pre-cooked)
• Secondary
• No-preservatives
• No added sugar
• No added salt
• No wheat
• No Gluten
• Allergen friendly
• Tertiary
• Cause (secondary packaging
panel, front flash on packaging)
• Implicit (senses)
• Through attributes (look & feel -
perception)
• High quality (form factor, visuals,
tone, voice)
• Convenient (form factor)
• Hygienic (form factor)
• Flexible (form factor)
• World-aware (ingredients / spices)
• Parents feel good about
themselves - able to give good
food to children
• Through visuals: consumer profile:
• Want high quality
• World-aware (world without
borders)
• Early adopters
• Educated
24. DESIGN COMPARISON...
Does the package clearly communicate
what’s inside?
Does the package attract attention?
Does the package instill confidence?
LAURA
29. Project Overview
1.) Please give an overview of the companies history and in particular it’s design strategy over each period.
2.) Please give examples of previous designs (if any) – and in particular the reasons for the changes along the way.
3.) Please describe your future objectives for the next 5 years.
4.) Please list the final deliverables your require from the designer.
5.) Please indicate your ideal deadline for each item.
6.) Please indicate your budget, if possible.
7.) What will you be providing the designer with? -- Product shots, photographs, fonts, copy, etc.
Branding
1.) What are your unique selling points (purchase factors) of your services or products?
2.) What are their tangible and emotional benefits to the target audiences?
3.) What is your unique selling points (purchase factors) over your competitors?
4.) What are their tangible and emotional benefits to the target audiences?
5.) In those target audiences, please define if there are any influencers or decision makers and how you’d expect
them to make a decision to buy your product.
Logo Design
1.) Do you have current packaging, business cards or an online presence (website)?
2.) What do you want the new logo design to convey to the target audience?
3.) Do you have a color preference or preferences?
4.) Are there any colors or shapes that you feel would be perceived negatively in your companies’ line of business?
Creative Brief Example