BRANDING: PROCESS AND STRATEGIES

BRANDING: PROCESS AND STRATEGIES

ENGLISH 10ENGLISH 10

M. BOUDREAUM. BOUDREAU

October 22, 2014October 22, 2014

A BRIEF REVIEW OF BRANDING: A BRIEF REVIEW OF BRANDING:

THE THREE KEY ELEMENTS OF THE THREE KEY ELEMENTS OF BRANDING:BRANDING:

A BRIEF REVIEW OF BRANDING:A BRIEF REVIEW OF BRANDING:

ASPIRATIONALASPIRATIONAL VERSUS VERSUS TRANSFORMATIONALTRANSFORMATIONAL BRANDS BRANDS

A BRIEF REVIEW OF BRANDING:A BRIEF REVIEW OF BRANDING:

STRONG BRANDS ENSURE CONSUMERS EXPERIENCE STRONG BRANDS ENSURE CONSUMERS EXPERIENCE BOTH BOTH TANGIBLETANGIBLE AS WELL AS AS WELL AS INTANGIBLEINTANGIBLE BENEFITS. BENEFITS. WEAK BRANDS DO NOT. WEAK BRANDS DO NOT.

A BRIEF REVIEW OF BRANDING:A BRIEF REVIEW OF BRANDING:

STRONG BRANDS ALSO HAVE EASILY IDENTIFIABLE STRONG BRANDS ALSO HAVE EASILY IDENTIFIABLE BRAND GENETICS.BRAND GENETICS.

IKEAIKEA: : product and cost, design and experienceproduct and cost, design and experience.SONYSONY: innovation and design, leadership and passion. innovation and design, leadership and passion.

GOOGLEGOOGLE: technology and vision, leadership and simplicity. technology and vision, leadership and simplicity.

CASE STUDYCASE STUDY

HOW DOES A COMPANY ESTABLISH HOW DOES A COMPANY ESTABLISH OR REESTABLISH ITS BRAND IMAGE?OR REESTABLISH ITS BRAND IMAGE?

THE BRANDING THE BRANDING PROCESS:PROCESS:

CASE STUDYCASE STUDY

HOW DOES A COMPANY ESTABLISH HOW DOES A COMPANY ESTABLISH OR REESTABLISH ITS BRAND IMAGE?OR REESTABLISH ITS BRAND IMAGE?

THE CASE OF THE CASE OF HULUHULU

CASE STUDY: HULUCASE STUDY: HULU

LET’S REVIEW SOME OF THE LET’S REVIEW SOME OF THE COMPANY’S ADVERTISEMENTS…COMPANY’S ADVERTISEMENTS…

CASE STUDY: HULUCASE STUDY: HULU

Answer the following questions in complete sentences:Answer the following questions in complete sentences:

1.1. Identify the rational, comparative, and emotional Identify the rational, comparative, and emotional elements of HULU. elements of HULU.

2.2. Is HULU a transformational or an aspirational Is HULU a transformational or an aspirational brand? Justify your answer.brand? Justify your answer.

3.3. In your opinion, is HULU a strong brand? Why?In your opinion, is HULU a strong brand? Why?

4.4. What are HULU’s brand genetics?What are HULU’s brand genetics?

NOW IT’S YOUR TURN…NOW IT’S YOUR TURN…

BRANDING ACTIVITYBRANDING ACTIVITY

A company has hired your firm to brand their exciting new A company has hired your firm to brand their exciting new product.product.

Follow the 6 steps of the branding process to establish a Follow the 6 steps of the branding process to establish a strong brand image for your consumer item. You have 30 strong brand image for your consumer item. You have 30 minutes to complete this activity and you will be asked to minutes to complete this activity and you will be asked to present your branded consumer item to the class.present your branded consumer item to the class.

RememberRemember… the final step in the branding process is to … the final step in the branding process is to articulate your brand image to the public. You will therefore articulate your brand image to the public. You will therefore develop a slogan, and/or logo, and/or advertising strategy develop a slogan, and/or logo, and/or advertising strategy that will ensure your brand is a strong one.that will ensure your brand is a strong one.