Advertising

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MKT329J2
Branding, Packaging, Merchandising
Exhibitions Week 5 Paula
Durkan Room 1B13 Tel 028
90368082
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Brand
A brand is a name,term, sign, symbol or design,
or a combination of these intended to identify
the goods or services of one seller or group of
sellers and to differentiate them from those of
competitors. Powerful brand names have consumer
franchise they command consumer loyalty.
(Fill 2002)
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Levels of Brand Meaning

• Attributes
• Benefits
• Values
• Personality

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Attributes

• A brand elicits certain attributes in the mind
  of the customer a company may use one or more
  of these attributes in its advertising to
  reinforce these perceptions in the mind of the
  consumer

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Benefits

• Consumers buy benefits, not attributes. The
  benefits may produce objective need-satisfiers,
  such as increased safety or psychological
  benefits such as enhanced self esteem. In both
  cases, the actual benefit must be available in
  the product.

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Values

• Brands communicate information about the
  buyers values. The benefits of the brand
  indicate that these things are important to the
  consumer who chooses them. Many consumers,
  especially those of premium brands, often select
  a particular brand in part because of what it
  communicates to others about the owners values.

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Personality

• Brands project a personality. People personify
  brands and products. Psychologists maintain that
  we tend to be attracted to products like us,
  those we aspire to be like, and those we want
  others to view us as being like. Brands can help
  people, almost literally, become the type of
  person they want to be.

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Commodity vs. Branded

Commodity Low price differentiation Low
product/image differentiation
Branded High Price differentiation High
Product/image differentiation
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Brand Equity

• The value of a brand, based on the extent to
  which it has high brand loyalty, name awareness,
  perceived quality, strong brand associations and
  other assets such as patents, trademarks and
  channel relationships.
• (Kotler 2000)

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Strategic Function of Brands

• Brand as a sign of ownership
• Brand as a differentiating device
• Brands as a functional device
• Brand as a symbolic device
• Brand as a risk reducer
• Brand as a shorthand device
• Brands as a legal device
• Brands as a strategic device

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Major Branding Decisions

• Brand decision to brand or not to brand
• Brand sponsorship
• - Manufacturer e.g. Lever Brothers,
  Nestle or IBM
• - Private/own brand e.g. MS,
• - Licensed Brand e.g. Calvin Klein, Gucci
• - Co-branding joining forces with another
  company e.g. McDonalds Disney

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Packaging

• The activities of designing and producing the
  container or wrapper for a product
• Kotler 2002
• The most obvious display a manufacturer has at
  the point of purchase is the packaging used to
  wrap and protect the product until it is ready
  for consumption
• (Fill 2002)

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Packaging Concept

• What the package should be or do for the product

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Purpose of packaging

• Informs customers
• Meets legal information requirements
• Can aid use of product e.g. ring pulls on cans
• Can add value to product e.g. re-useable as a
  container, toy or decoration.

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Colour

• Yellow attention getter, summer.
• Orange sociable colour, products containing
  oranges.
• Red prime attention getter
• Purple royalty so up market image
• Blue cleanliness or coolness
• Green natural, spring, environmentalism

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Colour continued

• Pink/magenta girly, used in many cosmetics
• White purity and cleanliness in Europe and the
  USA, but death in Japan where it is the colour of
  mourning.
• Brown conveys richness, strong flavours
• Black used with gold to convey exclusivity,
  otherwise associated with death.
• (Blythe 2003)

• Pink/magenta girly, used in many cosmetics

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Effects of graphics

• Reinforce brand name
• Attract attention
• Add aesthetic quality
• Trigger lifestyle aspiration
• Add value
• Can incorporate cues/symbols
• Encourage people to touch pack

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Packaging Effectiveness

• Visibility does it stand out
• Information instructions, contents, etc
• Emotional appeal evoke right mood
• Workability function well, protect contents,
  easy storage etc

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Exhibitions

• Exhibitions are unique in that they are the only
  medium which brings the whole market together -
  buyers, sellers and competitors all under on
  roof for a few days. Products and services can be
  seen, demonstrated or tested, face-to-face
  contact can be made with a large number of
  relevant decision-makers in a short period of
  time
• (Fill 2000)

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Attendance

• Number of available exhibitions
• Visitor profile
• Cost
• Location of stand
• Timing relative to firms business cycle
• Profile other exhibitors
• Prestige of exhibition

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Organising Stand

• Accessible and informative displays
• Ensure stand staff are well briefed
• Share objectives, set targets
• Have private area for interested prospects
• Establish rota for stand staff
• Have system for recording leads
• Customer feedback system