Beruflich Dokumente
Kultur Dokumente
following books
Marketing Strategy
Walker Boyd Mullins Larreche
Marketing Strategy
O.C.Ferrel and M.D.Hartline
Bbrand 1
What is a brand?
a brand is a name, term, sign, symbol, or design,
or a combination of them, intended to identify the
goods and services of one seller or group of
sellers and to differentiate them from those of
competition.
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Brand origins
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Traditional view
A brand is a name, term, sign, symbol,
or design which is intended to
identify
the goods or services of one seller & to
differentiate
Bbrand 1
What is a brand?
What is a brand?
Bbrand 1
What is a Brand?
A brand is a complex symbol, it is the
intangible sum of a products attributes, its
name, packaging, and price, its history,
reputation, and the way it is advertised. A
brand is also defined by consumers
impression of the people who use it, as well
as their own experience.
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Modern concept
A brand is something that has
actually created a certain amount
of awareness, reputation,
prominence and so on in the
market place.
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A brand is not
A logo
An identity
A product
A brand is
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A brand is
A Persons
Gut feeling
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A Brand Is More than a Product
Brands transform products
Consumers use tangible attributes to decide
whether two products are different
Consumers use intangible attributes to decide
how two products are different
Quality and value
Brand image
Perceptions of brand users
Intangible attributes
Difficult for competitors to copy
More likely to involve consumers emotionally
Bbrand 1
A Brand Is More than a Product
Brand equity
Intangible value of a company beyond its
physical assets
Premium pricing method
Royalty method
Elements
Brand-name awareness
Brand associations
Perceived quality
Proprietary assets (patents, trademarks, etc.)
Brand loyalty
Stakeholder Overlap
Customers
Media Community
Suppliers Employees
Shareholders
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A promise
Brand promise
Brand is a virtual contract between a
company and a customer
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An experience
Brand is what is
experienced and valued
by customers in everyday social
life.
stories
taken for- granted
stories
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An Emotional File
Brand is the
mental and emotional file
we have for a product or service or
entity.
A Relation
A brand defines the
relationship customers have
with an organisation
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a living entity
Has a personality
Communicates with customers
Establishes relations with
customers
it is enriched or undermined
cumulatively over time
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Brand is a Perceptual entity
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Our brand is a promise to customers.
The customer experience
we provide should reflect that promise.
So we need to make it real, every day, in the
marketplace.
It is also a promise we make to ourselves.
Because what we project to the outside world must
reflect who we are, and how we behave,
as a company. In other words,
our brand must reflect our culture.
Carly Fiorina
A Culture
Brand is culture of the
product, images and
associations
Bbrand 1
an intangible
an intangible asset that resides in
peoples minds
A Brand is therefore
Bbrand 1
Brand
is the most valuable asset
are Created not manufactured
are Image and trust driven
is consumer perception
customer property
A Brand therefore is
Bbrand 1
And
These associations may be
Rational and Tangible
(related to the product performance)
or
Brand
A brand is a mixture of attributes,
tangible and intangible,
symbolized in a trademark,
which,
if managed properly,
creates value and influence.
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Branding
The purpose of Branding is to
transform a product.
It must add value that customers
covet.
Transforming a commodity like
product into customer satisfying value
added propositions is the essence of
branding.
Perception is Reality!!!
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Brand Experience
Dont just create what the market
needs or wants.
Create what it would love.
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What do all these big brands
have in common?
They have a high recognition & a strong
image word wide
They are in great demand word wide
They possess a great competitive
advantage
They possess a strong trade leverage
None of them compete over price
4. Level: Transformation,
the brand actually invokes
change in the consumer
3. Level: Added value
individual laddered benefits
2. Level: Security
You get what you expect
1. Level: Brand name and
logo ensure the product can
be recognized and
distinguished from the
competition
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The Role of Brands
Signify quality
Serve as a competitive
advantage
Secure price
premium
Organize accounting
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Few Examples
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Pedigree Pet foods in UK
1. Dog as an animal
2. Dog as a companion
3. As a family member
4. Substitute child ?
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Pedigrees Super Premium Strategy
Target Market? Intense relationships, own smaller
dogs, older and urban females
Benefits? Very best product that can be bought,
reassurance, confidence, leads to an
enhanced relationship
Name? Mr. Dog (later Caesar)
Product? Very high quality ingredients, wide
variety of flavors, special packaging
Price? 17.7 to 30.7 pence per 100 grams
Advertising? Dog bringing newspaper, slippers,
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7 UP
7 up used as a mixer with hard drinks.
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UN COLA
I
Larger
Seg
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By the time the Marlboro Man went
national in 1955, sales were at $5
billion, a 3,241% jump over 1954 and
light years ahead of pre-cowboy
sales, when the brand's U.S. share
stood at less than 1%.
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The Campaign of the Century
Cognitive Benefit
Filter
Aromatic blend
New pack
Emotional Benefit
Manly self image
Perceived Image
Virile, masculine
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Park Avenue
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Titan Branding
Functional use Gifting Fashion Item
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1. Deciding to call it Apple they wanted to emphasize
the unconventional nature of the brand.
2. With this choice the brand demonstrated its value:
in refusing to idolise computer science.
3. Apple was in fact preparing to completely overturn
the traditional human machine relationship.
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The Ad of the Century
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The Best ad campaigns
Experiential marketing
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Two approaches to Branding
Brands as experience
providers
Brands as identifiers
Names, logos, ads as well as
Names, logos, and events, sponsorships and
ads other customer contacts
Traditional Marketing
features
Functional
and benefits (F&B)
Narrow definition of
product categories
Methods are and competition
analytical,
quantitative
and verbal
Customers are
rational decision-makers
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Experiential
Marketing
Customer experience
Focus
on consumption
Methods are
eclectic
Customers arerational
and emotional animals
Moving Over
and
Up The
socio-cultural
context
The Socio-Cultural
Consumption Vector
The
The consumption
product situation
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