bangor transfer abroad programme marketing communications & promotional practice branding...

Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice

Branding

Lecture Wk 1 L2




Branding

‘The brand is the aura of beliefs and expectations about a product/service which make it relevant and distinctive

It stretches beyond the physical and into the psychological and is extremely powerful’

SHORTHAND




Why Brand?

For differentiation & recognitionTo add value to a naked/simple commodityEasier

to promote focus to integrate

Sales promotion, personal selling & packagingHelps market segmentationCan help boost share price – brands have

valueCan help corporate image




Types of Brands

Individual brandsProctor & Gamble

rangeUnilever range

Umbrella or blanket brandHeinzDyson

Separate family names for different product divisionsToyotaLexus

Company name +Kellogg’s




Brand and Added Value

Core productsA car

Actual productBMW 500 series

Augmented productBMW 523 with air conditioning

It is often the brand that is bought and not the product




Branding Strategies

Line extensions - Head and Shoulders Anti dandruff , regular, baby

Brand extension / stretching - Virgin records/music; trains / airline -

Multi-brands - same products but different names in the same product category - Tide Omo Fairy

New brands – Ipod; Iphone;Asus Acer Hyundai Co-brands – Sony & Ericson; Braun & Oral BIngredient branding – Intel (Inside) Lycra




The Biggest Brands in the WorldCoca ColaMicrosoftIBMAppleNikeAddidasManchester UnitedLenova / Huawei / HTC




Brand Names and IdentitySimple – clear – distinct The Economist – Red + McDonald’s = G…… A…….IKEA – Blue and Yellow – colour of Swedish

Flag…Adidas = 3 stripes Apple = Cars Lion =SONYASUSLG etc….




Long Term Process

Promotion must continually remind the market of the brand’s presence:What is the current brand image?How is the brand positioned in the mind of

the target buyer?Brand Personality

How does the brand relate to the competition?

How should the brand image be changed or reinforced?




The Roles of PackagingPromotes the brandCommunicates brand valuesProvides protectionEase of UsePortion controlReminder of brand in use.Self selection POP




Maintaining Market Share

Major brands use share of voice = share of market to maintain equilibrium

To sustain brand loyalty and exposure, all promotional tools can be used as appropriate

DRIP




Developing Retention and Encouraging Loyalty

To sustain loyalty to an established product/service/ brand:

Sales promotionAdvertisingPublic relationsDirect-response media




Questions for thought….

Why do some people spend 1000 RMB on a Chanel Handbag?

25,000 on a Rolex




Brand Development

INCREASED SALESCOST EFFICIENCIESVOLUME BUILDING

BRAND SALES GROWRETAILER CONCENTRATIONVOLUME BUILDINGIMPROVED PRODUCTS

WIDER DISTRIBUTIONNETWORK BUILT UP

INVEST IN NEW BRAND

BUILD AWARENESSOF ATTRIBUTES

SALES INCENTIVEPROGRAMME, TRADEPROMOTION, P.O.S

BRAND RECOGNITIONAND CUSTOMERDEMAND FOR BRAND

RETAILERSLIST

BRAND

bangor transfer abroad programme marketing communications & promotional practice branding...

Documents

programme brand names

product slide

brand values

brand personality

current brand image

lycra slide

kelloggs slide

l2 slide