Branding

Were you branded as a baby?- play the brand quiz

http://www.smartmarketingquiz.com/flash/SM_Quiz/smartmarketing.html

Branding

Mr E Hauptfleisch – Business Studies –ehauptfleisch@stithian.com

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

Themba Nkosi – 5FM DJ

Euphonik Speakers

Brand Personalities – Brand ’Me’

Brand Personalities – Our Marketing Assignment Brand

Brand archetypes

http://www.youtube.com/watch?v=JKIAOZZritk 3 min.

What brands are today…

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…

How do we use these statistics when we brand a product? Middle class…

https://www.youtube.com/watch?v=meQBjOd2XqA 4.22min

Strong brand elements…

• Brand name

• Image

• Service standards

• Product guarantees

• Packaging

• Delivery

Factors that help in building brands

CREDIBILITY

BRAND

QUALITY

WELL-BALANCEDCOMMUNICATIONS

POSITIONING REPOSITIONING

LONG-TERMPERSPECTIVE

INTERNAL MARKETING

Lets re-brand the following company:

CREDIBILITY

BRAND

QUALITY

WELL-BALANCEDCOMMUNICATIONS

POSITIONING REPOSITIONING

LONG-TERMPERSPECTIVE

INTERNAL MARKETING

Lets re-brand the following company…

CREDIBILITY

BRAND

QUALITY

WELL-BALANCEDCOMMUNICATIONS

POSITIONING REPOSITIONING

LONG-TERMPERSPECTIVE

INTERNAL MARKETING

http://www.bigbrandsystem.com/uncover-your-brand-personality-quiz/

Uncover the brand personalities of:

Quirky brand?

Brand terminology:

• Brand extensionnnnnnnnnnnnnnnnnnnnn

• Brand stretch-------------------------------------ing

• Market mapping…map a few mobile phone brands on the grid

Think branding

• https://www.youtube.com/watch?v=pMQkx6Xvl24 millward brown – 1.23min

• https://www.youtube.com/watch?v=1l2CUjkg0ug think branding GOOGLE – 39min

Brand characteristics

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)