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Introduction to Branding
- 1. Branding Were you branded as a baby? - play the brand quiz http://www.smartmarketingquiz.com/flash/SM_Quiz/smartmarketing.html
- 2. Branding Mr E Hauptfleisch – Business Studies – ehauptfleisch@stithian.com
- 3. Branding – learning objectives: • You will learn what the advantages are of strong branding • You will learn how to apply brand archetypes to company brands • You will learn that brand personalities and brand characteristics are needed to become successful brand
- 4. Themba Nkosi – 5FM DJ Euphonik Speakers
- 6. Brand Personalities – Brand ’Me’
- 8. Brand Personalities – Our Marketing Assignment Brand
- 10. What brands are today… http://www.youtube.com/watch?v=JKI AOZZritk 3 min.
- 11. What are the advantages of having a strong brand? • Inspires customer loyalty… • Branded items can command higher prices… • Retailers want to stock top selling brands… • Helps with business appearance and image • Adds credibility & increase confidence in the business…
- 12. How do we use these statistics when we brand a product? Middle class… https://www.youtube.com/watch?v=meQBjOd2XqA 4.22min
- 13. Strong brand elements… • Brand name • Image • Service standards • Product guarantees • Packaging • Delivery
- 14. Factors that help in building brands CREDIBILITY BRAND QUALITY WELL-BALANCED COMMUNICATIONS POSITIONING REPOSITIONING LONG-TERM PERSPECTIVE INTERNAL MARKETING
- 15. Lets re-brand the following company: CREDIBILITY BRAND QUALITY WELL-BALANCED COMMUNICATIONS POSITIONING REPOSITIONING LONG-TERM PERSPECTIVE INTERNAL MARKETING
- 16. Lets re-brand the following company… CREDIBILITY BRAND QUALITY WELL-BALANCED COMMUNICATIONS POSITIONING REPOSITIONING LONG-TERM PERSPECTIVE INTERNAL MARKETING
- 18. Uncover the brand personalities of:
- 19. Quirky brand?
- 20. Brand terminology: • Brand extensionnnnnnnnnnnnnnnnnnnnn • Brand stretch-------------------------------------ing • Market mapping…map a few mobile phone brands on the grid
- 21. Think branding • https://www.youtube.com/watch?v=pMQkx6 Xvl24 millward brown – 1.23min • https://www.youtube.com/watch?v=1l2CUjkg 0ug think branding GOOGLE – 39min
- 23. Brand characteristics • MasterCard • Tsogo Sun • Harley Davidson • Johnson & Johnson • CNN • Victoria's Secret • GUCCI • Ford Mustang • Intel • Winnie the Pooh • National Geographic • Energizer MasterCard – Angel (dreams, optimistic) Tsogo Sun – Address (Feelings) Harley Davidson – Warrior (Ego) Johnson & Johnson – Mother Earth (nurturing) CNN – Patriarch (Authoritive) Victoria's Secret – Enchantress (Soul) GUCCI – Troubadour (Free Spirit) Ford Mustang – Jester (Spirit) Intel – Sage (wise visionary) Winnie the Pooh – Angel (dreams) National Geographic - Mother Earth Energizer – Warrior (Ego)