Post on 02-Jan-2016
description
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
Branding
Lecture Wk 1 L2
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
Bangor Transfer Abroad Programme
Branding
‘The brand is the aura of beliefs and expectations about a product/service which make it relevant and distinctive
It stretches beyond the physical and into the psychological and is extremely powerful’
SHORTHAND
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
Bangor Transfer Abroad Programme
Why Brand?
For differentiation & recognitionTo add value to a naked/simple commodityEasier
to promote focus to integrate
Sales promotion, personal selling & packagingHelps market segmentationCan help boost share price – brands have
valueCan help corporate image
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
Bangor Transfer Abroad Programme
Types of Brands
Individual brandsProctor & Gamble
rangeUnilever range
Umbrella or blanket brandHeinzDyson
Separate family names for different product divisionsToyotaLexus
Company name +Kellogg’s
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
Bangor Transfer Abroad Programme
Brand and Added Value
Core productsA car
Actual productBMW 500 series
Augmented productBMW 523 with air conditioning
It is often the brand that is bought and not the product
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
Bangor Transfer Abroad Programme
Branding Strategies
Line extensions - Head and Shoulders Anti dandruff , regular, baby
Brand extension / stretching - Virgin records/music; trains / airline -
Multi-brands - same products but different names in the same product category - Tide Omo Fairy
New brands – Ipod; Iphone;Asus Acer Hyundai Co-brands – Sony & Ericson; Braun & Oral BIngredient branding – Intel (Inside) Lycra
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
Bangor Transfer Abroad Programme
The Biggest Brands in the WorldCoca ColaMicrosoftIBMAppleNikeAddidasManchester UnitedLenova / Huawei / HTC
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
Bangor Transfer Abroad Programme
Brand Names and IdentitySimple – clear – distinct The Economist – Red + McDonald’s = G…… A…….IKEA – Blue and Yellow – colour of Swedish
Flag…Adidas = 3 stripes Apple = Cars Lion =SONYASUSLG etc….
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
Bangor Transfer Abroad Programme
Long Term Process
Promotion must continually remind the market of the brand’s presence:What is the current brand image?How is the brand positioned in the mind of
the target buyer?Brand Personality
How does the brand relate to the competition?
How should the brand image be changed or reinforced?
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
Bangor Transfer Abroad Programme
The Roles of PackagingPromotes the brandCommunicates brand valuesProvides protectionEase of UsePortion controlReminder of brand in use.Self selection POP
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
Bangor Transfer Abroad Programme
Maintaining Market Share
Major brands use share of voice = share of market to maintain equilibrium
To sustain brand loyalty and exposure, all promotional tools can be used as appropriate
DRIP
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
Bangor Transfer Abroad Programme
Developing Retention and Encouraging Loyalty
To sustain loyalty to an established product/service/ brand:
Sales promotionAdvertisingPublic relationsDirect-response media
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
Bangor Transfer Abroad Programme
Questions for thought….
Why do some people spend 1000 RMB on a Chanel Handbag?
25,000 on a Rolex
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
Bangor Transfer Abroad Programme
Brand Development
INCREASED SALESCOST EFFICIENCIESVOLUME BUILDING
BRAND SALES GROWRETAILER CONCENTRATIONVOLUME BUILDINGIMPROVED PRODUCTS
WIDER DISTRIBUTIONNETWORK BUILT UP
INVEST IN NEW BRAND
BUILD AWARENESSOF ATTRIBUTES
SALES INCENTIVEPROGRAMME, TRADEPROMOTION, P.O.S
BRAND RECOGNITIONAND CUSTOMERDEMAND FOR BRAND
RETAILERSLIST
BRAND