mk364 international advertising theme one:branding and marketing management

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THEME ONE:BRANDING THEME ONE:BRANDING AND MARKETING AND MARKETING

MANAGEMENTMANAGEMENT

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BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT: BRAND ARCHICTECTUREBRAND ARCHICTECTURE

POTENTIAL BRANDPOTENTIAL BRAND

AUGMENTED BRANDAUGMENTED BRAND

BASIC BRANDBASIC BRAND

TANGIBLE PRODUCTTANGIBLE PRODUCT

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BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT:

BRAND NAMESBRAND NAMESCoca Cola LightCoca Cola LightPschittPschittBang BangBang BangKrappKrappPfanniPfanniNutsNutsFannyFanny

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BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT:

BRAND NAMES PUB QUIZBRAND NAMES PUB QUIZ11.CLEAN LIFE PLEASE.CLEAN LIFE PLEASE2.I’VE2.I’VE3.LOVE-LOVE3.LOVE-LOVE4.VOLUME UP WATER4.VOLUME UP WATER5.HOPE5.HOPE6.MOUTH JAZZ6.MOUTH JAZZ7.CREAP7.CREAP8.MELTYKISS8.MELTYKISS9.SUPERWINKY9.SUPERWINKY

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BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT:

BRAND NAMES PUB QUIZBRAND NAMES PUB QUIZA. A. SHAMPOOSHAMPOOB. CHOCOLATEB. CHOCOLATEC. COFFEE CREAMERC. COFFEE CREAMERD. CIGARETTESD. CIGARETTESE. CLEANING GLOVESE. CLEANING GLOVESF. ELECTRIC RAZORF. ELECTRIC RAZORG. MOUTH WASHG. MOUTH WASHH. HAIRSPRAYH. HAIRSPRAYI. CONDOMI. CONDOM

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BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT:MANAGEMENT:

BRAND PERSONALITYBRAND PERSONALITYRATIONAL CHARACTERISTICSRATIONAL CHARACTERISTICS•QualityQuality•Value for moneyValue for moneyEMOTIONAL CHARACTERISTICSEMOTIONAL CHARACTERISTICS•SexySexy•FunnyFunny

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BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT:

BRAND ADDING VALUEBRAND ADDING VALUE•Experience of useExperience of use•User associationsUser associations•EffectivenessEffectiveness•AppearanceAppearance•Differentiated benefitsDifferentiated benefits•Functional benefitsFunctional benefits

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BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT:

BRAND EQUITY & BRAND EQUITY & CONSUMER CHOICECONSUMER CHOICE

• Cues Cues • Role of habitRole of habit• Positive attitudesPositive attitudes• Aspirational productsAspirational products

“ “Invest to develop”Invest to develop”

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BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: BRANDS MANAGEMENT: BRANDS SOLVE PROBLEMSSOLVE PROBLEMS

LEVER’S ‘FRISH’ videoLEVER’S ‘FRISH’ video•Classic brand managementClassic brand management•What makes a brand?What makes a brand?•How is its How is its core valuecore value communicated?communicated?

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BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: BRANDS MANAGEMENT: BRANDS SOLVE PROBLEMSSOLVE PROBLEMS

HEINZ “Branded” videoHEINZ “Branded” video““She knows what she wants”She knows what she wants”

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BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: BRAND MANAGEMENT: BRAND DEVELOPMENTDEVELOPMENT

TRIGGERS MARKETING MIXTRIGGERS MARKETING MIX

CONSUMER BRAND CONSUMER BRAND PROPOSITIONPROPOSITION

RESEARCHRESEARCH

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BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT:

BRAND STRATEGIESBRAND STRATEGIES

1. Stand alone1. Stand alone2. Endorsed2. Endorsed3. Family3. Family

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BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT:

INTERNATIONALISATION OF INTERNATIONALISATION OF BRAND NAMESBRAND NAMES• linguisticslinguistics• distinctivenessdistinctiveness• adaptabilityadaptability• International applicationInternational application• logos & graphicslogos & graphics• registrationregistration• recognitionrecognition

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BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT:

BRAND NAME CHANGEBRAND NAME CHANGE

• Internal factorsInternal factors

• External factorsExternal factors

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BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT: BRAND NAMESBRAND NAMESDatsun Fair Lady…240ZDatsun Fair Lady…240ZMR2MR2PajeroPajeroDyc Dyc BogBogBig MacsBig MacsFairyFairy

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BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT: BRAND NAMESBRAND NAMES11. P. Pronounciationronounciation2. Association2. Association3. Phonetics3. Phonetics4. Orchographics (spelling)4. Orchographics (spelling)5. Semantics5. Semantics6. Shorthand6. Shorthand

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BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT:

BRAND EXTENSIONSBRAND EXTENSIONS

• characteristics of the characteristics of the brandbrand• characteristics of characteristics of extensionextension• characteristics of characteristics of extension marketextension market

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BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT:

BRAND EXTENSIONSBRAND EXTENSIONS

stretchingstretching

accessibilityaccessibility

internationaliseinternationalise

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BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT:

LONG TERM BRAND LONG TERM BRAND PROTECTIONPROTECTION• heavy advertisingheavy advertising• product modification product modification • brand extensionsbrand extensions• private labelsprivate labels• brand cannibalisationbrand cannibalisation• brand brand re-launch/repositioningre-launch/repositioning

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BRANDING AND BRANDING AND MARKETINGMARKETING

MANAGEMENT: MANAGEMENT: DURABILITY OF BRANDSDURABILITY OF BRANDS• qualityquality• exclusivityexclusivity• core valuecore value• dominancedominance• attitude attitude ““if you want to tell the if you want to tell the time buy a Seiko” time buy a Seiko” (Cartier)(Cartier)

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BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT:

BRAND IMAGEBRAND IMAGE

Landor Associates “Image Landor Associates “Image Power Survey”Power Survey”

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BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT:

GLOBAL BRANDSGLOBAL BRANDS

• development of single development of single marketsmarkets• domination of marketsdomination of markets• retailer powerretailer power• world marketsworld markets• economies of scaleeconomies of scale

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BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT:

GLOBAL BRANDSGLOBAL BRANDS

• great ideasgreat ideas• nature of corporate nature of corporate managementmanagement• investmentinvestment• consumersconsumers

Source: de MooijSource: de Mooij

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BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT:MANAGEMENT:

MISSION AND VISIONMISSION AND VISION strategic disciplinestrategic discipline• cultural gluecultural glue• character identitycharacter identity

mission = what you are doingmission = what you are doing vision = what you want to vision = what you want to bebe

IBM, APPLE IBM, APPLE

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BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT:MANAGEMENT:

MISSION AND VISIONMISSION AND VISION

LEVILEVI

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BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT:

GLOBAL BRAND GLOBAL BRAND STRATEGIESSTRATEGIES• personality and personality and positioningpositioning• expand/extend domesticexpand/extend domestic• create newcreate new• purchase local brandspurchase local brands• global/international global/international extensionsextensions•multilocalmultilocal

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BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT:

COMPETITIVE STRATEGIESCOMPETITIVE STRATEGIES• product trade cycleproduct trade cycle• configurationconfiguration• co-ordinationco-ordination• economies of scale or economies of scale or scopescope• marketing strategiesmarketing strategies

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BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT:

STANDARDISE BRAND?STANDARDISE BRAND?Porter:Porter:Easy DifficultEasy Difficultbrand name distributionbrand name distributionposition sellingposition sellingstandards trainingstandards trainingwarranties pricingwarranties pricingad themes mediaad themes mediapackagingpackaging

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BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT:

DEGREE OF DEGREE OF STANDARDISATIONSTANDARDISATION• product categoryproduct category• plc/brand life cycleplc/brand life cycle• positioningpositioning• mediamedia• product product transfer/initiation effectstransfer/initiation effects• market influencemarket influence• ad theme executionad theme execution de de MooijMooij

ANY QUESTIONS?ANY QUESTIONS?