The Brand

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The Brand
The sum of all characteristics, tangible and
intangible, that make the offer unique.
Brand Name Coca-Cola Brand Logo Bottle Design
and Red Cap Trademark Legally Protected Marks
Brands and organizations spend considerable sums
telling customers what they stand for.
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Views on Brands
A name, logo, or symbol that evokes in customers
a perception of added value for which they will
pay a premium price. John Torella, J.C. Winters
Group, Toronto
A product with a personality. Chris Staples,
Rethink, Vancouver
Marketing communications in any form has an
impact on customers perceptions.
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Coke the brand
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Benefits of Branding
For customers a brand offers

• A desired level of quality. Consistently
• Psychological rewards from ownership
• A means of distinguishing one brand from another

The brand image helps create loyalty.
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Benefits of Branding
For the company branding offers

• A means of communicating features and benefits
• An opportunity to create and sustain an image
• Customer satisfaction and repeat purchase
  opportunity

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CK brand
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Brand Loyalty
The degree of consumer attachment to a brand.
Awareness of name, benefit and package
Recognition
Is useful, consumer will buy if availableevoked
set
Preference
Insistence
Will search for must have
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Brand Equity
The value of a brand in its holistic sense to
its owners as a corporate asset. Brands have
value.
Equity is derived from

• Effective marketing strategies
• A brands status in the marketplace
• A brands position among customers

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The Top 10 Global Brands

• Coca-Cola 70.4
• Microsoft 65.1
• IBM 51.8
• GE 42.3
• Intel 31.1
• Nokia 29.9
• Disney 28.0
• McDonalds 24.7
• Marlboro 22.2
• Mercedes 21.4

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Brand Building
1. Identify Brand Values and Positioning Strategy
2. Plan and Implement the Marketing Program
3. Measure and Evaluate Brand Performance
4. Build Brand Loyalty and Brand Equity
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Brand Positioning
A good positioning strategy clearly
differentiates a brand from all competing brands.
The selling concept that motivates purchase, or
the image that marketers desire a brand to have
in the minds of consumers.
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Image and lifestyle branding
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Attribute Branding
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The Importance of Positioning
Market Analysis
Target Market Analysis
Competitor Analysis
Positioning Strategy
Product Strategy
Price Strategy
IMC Strategy
Distribution Strategy
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Sample Positioning Statement
To reinforce our position in the credit card
market, and to establish it as the preferred
choice for all future purchases. VISA All you
need
Reach out and touch someone. The quicker
picker-upper. Have it your way. It's Miller
time! Drivers wanted. "I can't believe I ate
the whole thing!"
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VisaLife
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Dell unique channel position
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Lifestyle positioning
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Positioning Strategies

• 1 Brand Leadership
• 2,3 Head-On
• Product Differentiation
• Innovation
• Price (Value)
• Channel Advantage
• Image (Lifestyle)

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Product Lifecycle

• Reposition
• New Markets
• Product changes

• Maturity
• Brand insistence
• Reminder advertising
• New uses
• Frequency of use
• Line extensions

• Decline
• Harvest

• Growth
• Brand Preference
• Build image
• Brand attributes and benefits
• Brand Position against competition

• Introduction
• Brand Recognition
• Positioning
• Where to get

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Advertising Icons
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Branding and IMC
There are two key decision areas

• Determining the appropriate brand elements to
  focus on (names, packaging, symbols, characters,
  attributes, benefits, image).
• Devising an effective marketing communications
  strategy to communicate the brands values and
  positioning strategy through all points of
  communication.

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Dove brand
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Packaging and Brand Image
A good package design helps build a brand.

• The look of a package must be instilled in the
  customers mind.
• A package can differentiate one brand from
  another.
• Familiarity with a package creates trust with
  customers.
• New packages create perception of new products
  (product forms).

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Roles of Packaging
A good package serves three primary functions

• Protect the product
• Market the product
• Provide convenience to distributors and consumers

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Branding by Design
Shopping goods and durable goods rely more on
style to create and sustain an image.

• Lifestyle characteristics now play a key role in
  design.
• Goods are periodically redesigned to present a
  contemporary image.
• Re-branding strategies require intensive
  marketing communications to identify changes.

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Apple position by design