Download - Brand 1 Comp
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Brand
Marketing Management
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What is brand?
A brand is a name, term, symbol design or a
combination intended to identify the goods or
services of one seller and to differentiate then
from those of competitors
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Brand
A brand is essentially a sellers promise to
consistently deliver a specific set of features,
benefits, & services of the buyers
The best brands convey a warranty for quality
A brand is a complex symbol & provides the
following meanings:
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Attributes
First an attribute comes to mind
So, Mercedes suggests expensive,well built,
well engineered, high prestige, resale, fast etc
Company may use one or more attributes to
promote the car
Engineered like no other in the world
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Benefits
A brand is more than attributes
Customers are buying benefits
Attributes need to be translated into functionalor emotional benefits
Durable: I wont have to buy a car for a few
years Expensive: This makes me feel important
Well built: I am safe in case of an accident
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Values
Brand says something about values
The marketer must decide specific groups of
car buyers who would seek values like
High performance, Safety, Prestige
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Culture
Mercedes represents German, organized,
efficient, high quality
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Personality
Mercedes may suggest boss- person, reigning
lion- animal, palace- object
Sometimes it may take on a personality of a
person
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User
Brand suggests the kind of customer who
purchases the product
A 44 year old executive could drive this car
But a 20 year old secretary would not
User will respect values, culture, personality of
the product
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Brand
Brand is a complex symbol
Deep set of meanings
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Brand decision
Brand name
Earlier unbranded
Today branding is a strong force Salt is also branded
Brand names for eggs etc
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Brand name decision
Individual brand names
Blanket family name for all products
Separate family names for all products
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A name
Name should suggest something about the
benefits
Duracell
Should suggest qualities- action, color
Easy to pronounce- recognize, remember
Distinctive- Kodak, Lux, Xerox Should be good in all languages
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Line extensions
Line extensions occur when a company
introduces additional items in the same product
category
Under the same brand name such as new
flavors, forms, colors, sizes,
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Brand extensions
A company may decide to use an existing
brand name to launch a new product
Advantages: Instant recognition, Saves
advertising costs
Sony puts its names on new products: instant
recognition
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Brand extensions
Brand dilution occurs when consumers no
longer associate a brand with a specific
product or highly similar products
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Packaging & labeling decisions
Minor role: Inexpensive, hardware items
Major role: Cosmetics
World famous: coke bottle Packaging the 5th P
Element of product strategy
Designing & producing the container orwrapper
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Packaging
Well designed packaging create convenience
value & a promotional tool
Packaging growth because of:
Self service:
Affluence: consumers ready to pay more
Brand name/image Innovation Opportunity
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Stages in packaging
Concept development
Superior product protection
Elements: size, shape, material, color, text,brand mark
Test packaging for strength
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Label
Identifies the product or brand
Label also grade the product
Describe: where it is made, when it is made,what it contains, how it is used, how to use it
safely,
Different kinds of labels: identification, grade,descriptive, promotional labels
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Labels
Ivory soap label has been redone 18 times
since 1890s
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Ends*