tema 2 positioning y branding

SISTEMA DE INFORMACIÓN DE MERCADOS

Juan Conde Revuelta

Departamento de Comercio Internacional

Tema 2

TEMA 2. BRANDING MANAGEMENT

0. PRACTICE SUMMARY SIM (3 POINTS)

PRACTICE UNIT 1: ATTITUDES AND VALUES (0.5 POINTS) PRESENTATION UNIT 2 : BRANDING MANAGEMENT(1 POINT) PORTFOLIO PRACTICE UNIT 2(1 POINT)

PRACTICE 1: TONY SEGARRA INTERVIEW PRACTICE 2: CRACKER JACK CASE PRACTICE 3: BRAND ARTICLES PRACTICE 4: BRIEFING (CREATIVE THINKING) PRACTICE 5: CREATIVE DESIGN (SOAP PACKAGING)

PRACTICE UNIT 3 (0.5 POINTS)


TEACHER’S OUTLINE

1.BRANDING MANAGEMENT (BRANDING POSITIONING)2.BRANDING EQUITY3.BRANDING STRATEGIES4.BRAND GROWTH STRATEGIES5.PROTECTING BRAND NAMES6.CASE ANALYSIS7.PERSONAL BRANDING


1. STUDENT’S OUTLINE

1.BRAND FOCUS2.BRAND STRATEGY3.EXPRESSING THE BRAND THROUGH ITS IDENTITY4.BRAND CULTURE5.BUILDING YOUR EMPLOYER BRAND6.THE IMPORTANCE OF DESIGN7.SUSTAINING THE BRAND


1. BRANDING MANAGEMENT

ORAL PRESENTATION

EN GRUPOS DE DOS PERSONAS, ELEGID UNA OPCIÓN ENTRE LOS SIGUIENTES SIETE CAPÍTULOS PREVIAMENTE DESCRITOS.

NOTA TRABAJO: 10%

FECHA DE PRESENTACIÓN: DÍAS 7, 8 Y 10 DE OCTUBRE

VER PLANTILLA DE CALIFICACIÓN PUBLICADA EN EL BLOG



ORAL PRESENTATION

EXTENSIÓN: EXTENSIÓN: PRESENTACIÓN DE 15 A 20 DIAPOSITIVASPRESENTACIÓN DE 15 A 20 DIAPOSITIVAS

IDIOMA: IDIOMA: ESPAÑOL, INGLÉS, FRANCÉS O MIXTO ESPAÑOL, INGLÉS, FRANCÉS O MIXTO (COHERENCIA)(COHERENCIA)

DURACIÓN: DURACIÓN: EXPOSICIÓN DE 10 MINUTOS MÁXIMO. 8 EXPOSICIÓN DE 10 MINUTOS MÁXIMO. 8 MINUTOS MÍNIMOMINUTOS MÍNIMO



ORAL PRESENTATION

ESTRUCTURAÍNDICEINTRODUCCIÓN CONCEPTOS BÁSICOS DEL CAPÍTULO VIDEO O EJERCICIO PRÁCTICO A MODO DE EJEMPLO ASPECTOS CURIOSOS A TRATARCONCLUSIÓN BIBLIOGRAFÍA

ESTILO FUENTE: CALIBRI, TIMES NEW ROMAN, ARIAL. TAMAÑO CONTENIDO: 16/18



INTRO PRACTICE

READ THE INTRO TEXT:

DO BRANDS HAVE TO ADAPT THEIR PRODUCTS TO APPEAL TO LOCAL PREFERENCES?

WHAT IS A LABELING REQUIREMENT?

ANY LEGAL REQUIREMENTS?



INTRO PRACTICE

LABELING EXAMPLE: FOOD PRODUCTS

Under General labelling legislation the following must appear on the label:

• name under which the product is sold * • list of ingredients• quantity of certain ingredients• net quantity * • date of minimum durability * • any special storage instructions or conditions of use

http://www.fsai.ie/WorkArea/linkit.aspx?LinkIdentifier=id&ItemID=1056



INTRO PRACTICE

LABELING EXAMPLE: FOOD PRODUCTS

Under General labelling legislation the following must appear on the label:

• name or business name and address of the manufacturer or packager, or of a seller within the European Union

• place of origin of the foodstuff if its absence might mislead the consumer to a material degree

• instructions for use where necessary• beverages with more than 1.2% alcohol by volume must declare

their actual alcoholic strength *

http://www.fsai.ie/WorkArea/linkit.aspx?LinkIdentifier=id&ItemID=1056


2. BRANDING EQUITY

HOW DO WE CREATE BRAND EQUITY?

BRANDS SHOULD BE CAREFULLY NURTURED BY MARKETING PROGRAMS. BRAND EQUITY DOESN’T JUST HAPPEN. IT IS ALSO KNOWN AS THE CUSTOMER LOYALTY JOURNEY

IT ARISES FROM A SEQUENTIAL BUILDING PROCESS OF FOUR STEPS:

1. POSITIVE BRAND AWARENESS2. ESTABLISHING A BRAND MEANING IN ITS CONSUMER’S MINDS.3. ELICIT THE PROPER CONSUMER RESPONSES. SEE HOW

CONSUMERS FEEL AND THINK ABOUT THE BRAND (COMMITMENT)

4. CREATE A CONSUMER-BRAND RESONANCE. LOYALTY. EX: HARLEY DAVIDSON, APPLE.


2. BRANDING EQUITY

BUYER SATISFACTION AND FAVOURABLE ASSOCIATIONS WITH A BRAND LEAD TO BRAND EQUITY

BRAND EQUITY PROVIDES A COMPETITIVE ADVANTAGE EX: GATORADE NAME DEFINES SPORTS DRINKS

A SECOND ADVANTAGE: CONSUMERS ARE WILLING TO PAY A HIGHER PRICE.


2. BRANDING EQUITY

VALUING BRAND EQUITY

BRAND VALUATION: PROPER MANAGEMENT OF THE BRAND

BRAND DEVALUATION: INEFFICIENT MANAGEMENT OF THE BRAND.


2. BRANDING EQUITY

PRÁCTICA: ENTREVISTA CON TONI SEGARRA

NOMBRA AL MENOS DOS POSIBLES ESTRATEGIAS DE COMUNICACIÓN DE MARCA.

NOMBRE AL MENOS DOS EJEMPLOS DE CAMPAÑAS DE COMUNICACIÓN EXITOSAS QUE REFORZARON LA REPUTACIÓN DE LA MARCA.

¿ES OBAMA UN PRODUCTO O UNA MARCA?

LA MARCA ESPAÑA ESTÁ EN SUS CUOTAS MÁS BAJAS DE POPULARIDAD. ¿HUNDIR AÚN MÁS LA MARCA ESPAÑA PODRÍA SER UNA BUENA CAMPAÑA DE COMUICACIÓN? ¿ES REALMENTE ÉSTA LA CAMPAÑA DE COMUNICACIÓN DE RYANAIR?


2. BRANDING EQUITY

PRACTICE: CRACKER JACK

BRAND MANAGEMENT:

HOW WOULD YOU DESCRIBE CRACKER’S JACK BRAND EQUITY?

WHAT ABOUT ITS BRAND AWARENESS?

WHAT ABOUT CRACKER JACK’S NEGATIVE AND POSITIVE PERCEPTIONS?


2. BRANDING EQUITY

PRACTICE: CRACKER JACK

PROMOTION STRATEGIES:AFTER READING THE TEXT, WHAT DO YOU THINK OF ITS

SIMULATED TEST MARKET ADVERTISEMENT?WHICH IS THE BEST WAY FOR CRACKER JACK TO BE

POSITIONED WITHIN THE MARKET? SALES PROMOTION STRATEGIES: MERCHANDISING? CHECK CRACKER JACK’S COMMERCIALS ON TV (YOUTUBE)

WHAT DO YOU THINK OF ITS COMMUNICATION CAMPAIGNS? CASE UPDATE.

DESCRIBE THEIR PRICING STRATEGIES EXPLAIN ITS PRODUCT STRATEGIES AS WELL AS:

ITS PACKAGE DESIGN AND CATEGORY EXTENSIONS PRODUCT CANNIBALISM


3. BRANDING STRATEGIES

BRANDING STRATEGIES

MULTIPRODUCT BRANDING MULTIBRANDING PRIVATE BRANDING



BRANDING STRATEGIES

MULTIPRODUCT BRANDING A COMPANY USES ONE NAME FOR ALL ITS PRODUCTS IN A

PRODUCT CLASS. IT IS USED TO ESTABLISH DOMINANCE. EX: SONY

ADVANTAGES:LOWER ADVERTISING AND PROMOTION COSTSRAISING OF BRAND AWARENESSGLOBAL BRAND IDENTITY

DISADVANTAGESTOO MANY USES OF A BRAND CAN DILUTE THE

MEANING OF A BRAND FOR CONSUMERS.



BRANDING STRATEGIES

MULTIBRANDING: ONE DIFFERENT BRAND FOR EACH PRODUCTADVANTAGES:

THE BRAND IS UNIQUE TO EACH SEGMENTBRAND FAILURE IS REDUCED

DISADVANTAGES PROMOTIONAL COSTS TEND TO BE MORE EXPENSIVE



BRANDING STRATEGIES

PRIVATE BRANDS: BRANDS SOLD UNDER THE BRAND NAME OF A RETAILER OR SOME OTHER DISTRIBUTOR.

EX: TESCO BRAND, ALDI, ETC.

PRICE CONSCIOUS CONSUMERS



BRANDING STRATEGIES II

SINGLE BRAND MODEL ( SOLITARY APPROACH= EX:VIRGIN) ENDORSED BRAND MODEL ( EX: NESTLÉ) BRANDED MODEL (HOUSE OF BRANDS= PROCTER & GAMBLE)

SINGLED BRAND MODEL= MULTIPRODUCT BRANDING ENDORSED BRAND MODEL BRANDED MODEL= MULTIBRANDING PRIVATE BRANDING



PRACTICE :BRAND ARTICLES (PHOTOCOPY)

WHY WAS ACCENTURE A WRONG NAME FOR ITS BRAND?

DO YOU KNOW ANY OTHER EXAMPLES WHO WENT WRONG?

WHY IS THAT IMPORTANT TO NAME CORRECTLY A COMPANY OR A PRODUCT?

WHAT HAPPENED IN USA WITH THE ADVERTISING CAMPAIGNS OF ITALIAN OLIVE OIL? WHY?

EXPLAIN ONE EXAMPLE OF COUNTERFEITING

ADVANTAGES AND DISADVANTAGES OF MULTINATIONAL AND LOCAL BRANDS.


4. BRAND GROWTH STRATEGIES

NEW PRODUCT CLASS EXISTING PRODUCT CLASS

NEW BRAND

EXISTING BRAND

NEW BRAND FIGHTING BRAND

BRAND EXTENSION LINE EXTENSION


4. BRAND GROWTH STRATEGIES LINE EXTENSION STRATEGY: WHEN AN ORGANIZATION INTRODUCES ADDITIONAL OFFERINGS WITH THE SAME BRAND IN A PRODUCT CLASS THAT IT CURRENTLY SERVES

NEW FALVORS, COLORS, INGRADIENTS, ETC. EX: CAMPBELL SOUP

BRAND EXTENSION STRATEGY: THE PRACTICE OF USING A CURRENT BRAND NAME TO ENTER A COMPLETELY DIFFERENT PRODUCT CLASS.

REQUIRES CARE. IT CAN MODIFY CONSUMER’S BRAND PERCEPTION.


4. BRAND GROWTH STRATEGIES NEW BRAND STRATEGY: WHEN AN ORGANIZATION CONCLUDES THAT IT EXISTING BRAND NAME CANNOT BE EXTENDED TO A NEW PRODUCT CLASS.

VERY COSTLY THE MOST CHALLENGING STRATEGY AKIN TO DIVERSIFICATION


4. BRAND GROWTH STRATEGIES FLANKER/FIGHTING BRAND STRATEGY: SOMETIMES NEW BRANDS ARE CREATED FOR A PRODUCT CLASS ALREADY SERVED BY THE ORGANIZATION WHEN A LINE EXTENSION STRATEGY IS DEEMED INAPPROPRIATE.

INVOLVES ADDING NEW BRANDS ON THE HIGH OR LOW END OF THE PRODUCT LINE BASED ON A PRICE QUALITY CONTINUUM.

EX: MARRIOT HOTELS / MARRIOT MARQUIS HOTELS

CANNIBALISM?


5. PROTECTING BRAND NAMES COMPANIES PAY MILLIONS TO PROTECT THEIR BRANDS FROM DILUTION BY REGISTERING THEM ANYWHERE THEY ARE PRESENT AND DEFENDING THEM IN COURT.

DESIGN COUNTERFEITING: COPYING DESIGNS OR SCENTS AND RISK FREE.

BRAND NAME COUNTERFEITING: SELLING COUNTERFEIT PRODUCTS AS BRAND NAME ORIGINAL. THEY ARE FAKE.

EX: CAIRO FLEA MARKETS, ISTAMBUL, ETC.


5. PROTECTING BRAND NAMES STRATEGIES TO COMBAT COUNTERFEITING:

LOBBYING THE COUNTRIES’ GOVERNMENTS CHANGING PRODUCT APPEARANCE TO DIFFERENTIATE

AUTHENTIC PRODUCTS FROM FAKES.EX: BUDWEISER (INSERTING SPECIAL IMAGES IN THEIR

BOTTLES) RAIDS


6. QUESTIONS ¿QUÉ TIPO DE ESTRATEGIA DE MARCA SIGUE UNILEVER?¿QUÉ TIPO DE ESTRATEGIA DE MARCA SIGUE VIRGIN?¿QUÉ TIPO DE ESTRATEGIA DE MARCA SIGUE KRAFT FOODS?¿QUÉ TIPO DE ESTRATEGIA DE MARCA SIGUE COLGATE PARMOLIVE?¿QUÉ TIPO DE ESTRATEGIA DE MARCA SIGUE MARRIOT?¿QUÉ TIPO DE ESTRATEGIA DE MARCA SIGUE TESCO?¿QUÉ TIPO DE ESTRATEGIA DE MARCA SIGUE REVLON?

VISITA LAS SIGUIENTES WEBS:

http://www.kraftfoodsgroup.com/Brands/index.aspx http://www.unilever.fr/nos-marques/index.aspx


6. QUESTIONS ¿QUÉ TIPO DE ESTRATEGIA DE CRECIMIENTO DE MARCA SIGUE COCA LIGHT-BACON?

¿QUÉ TIPO DE ESTRATEGIA DE MARCA SIGUE PARK AVENUE SHIRTS AND SUNGLASSES?

¿QUÉ TIPO DE ESTRATEGIA DE MARCA SIGUE EAGLE SNACKS?

VISITA LAS SIGUIENTES WEBS:

http://parkavenue.co.in/accessoriesIntro.php


6. STUDY CASE: BRANDING BRIEF CREATIVE THINKING IN BRANDING MANAGEMENT:

ON BRAND/ OFF BRAND: PINPOINT WHAT WOULD BE ON BRAND AND THE OPPOSITE.

MOOD BOARD: COLLECT IMAGES, OBJECTS OR EVEN WORDS THAT MAY REPRESENT THEIR IDEA OF THE BRAND.

NOW IT IS TIME TO BUILD UP YOUR OWN NEW BRAND FOR CRACKER JACK OR YOUR NEW SOAP COMPANY THE BRANDING BRIEF WILL HELP YOU OUT. READ IT CAREFULLY AND ANSWER THE QUESTIONS AS A MEMBER OF A MARKETING DEPARTMENT/ BRANDING SECTION.


6. PRACTICE CREATIVE DESIGN ( PHASE 1): PACKAGING AND BRANDING

YOU WILL BE DIVIDED INTRO 3 DIFFERENTE GROUPS. WITH THE RESULTS OBTAINED FROM THE SURVEYS (EXTERNAL DATA), DETERMINE THE FOLLOWING ASPECTS:

BUDGETING AND FORECASTINGUSE OF THE PRODUCTPACKAGE DESIGN

COLOURS, MATERIALS, LOGO, ETC.3 DIFFERENT PROTOTYPES

THREE ADVICES TO PROMOTE THE ECOLOGIC PRODUCT


7. PERSONAL BRANDING (LA MARCA PERSONAL)

LA MARCA PERSONAL

1. DEFINICIÓN2. ESTRATEGIA DE LA MARCA PERSONAL3. REDES SOCIALES4. HERRAMIENTAS PARA GENERAR CONTENIDO ATRACTIVO5. REPUTACIÓN Y MONITORIZACIÓN ONLINE6. CONSEJOS PARA UN POSICIONAMIENTO ONLINE CON ÉXITO

http://www.cef.es/marca-personal



LA MARCA PERSONAL

AUTENTICIDAD TRANSPARENCIA VISIBILIDAD

HERRAMIENTAS

HERRAMIENTAS ON-LINE HERRAMIENTAS OFF-LINE




REPUTACIÓN ON-LINE

REPUTACIÓN ON-LINE E IDENTIDAD DIGITAL. EJEMPLOS

http://www.40defiebre.com/como-cuidar-reputacion-on-line/

¿QUÉ TIPOS DE MEDIOS ON-LINE TENEMOS DISPONIBLES?

¿CÓMO CONSTRUIMOS LA REPUTACIÓN ON-LINE?

¿CÓMO CONTROLAMOS Y/O MONITORIZAMOS NUESTRA REPUTACIÓN ONLINE?




PRÁCTICA

A CONTINUACIÓN ANALIZA Y EXPLICA EL FUNCIONAMIENTO DE LAS SIGUIENTES HERRAMIENTAS ON-LINE QUE PUEDEN AYUDARNOS A MONITORIZAR Y A GESTIONAR NUESTRA PRESENCIA ON-LINE

WILDFIRESOCIAL BROSOCIAL MENTIONHOOTSUITEKLOUTKREDPEERINDEX




PAUTAS PARA UN BUEN POSICIONAMIENTO DE NUESTRA MARCA PERSONAL

1. PRACTICAR EL BENCHMARKING2. DEFINIR LOS OBJETIVOS DE POSICIONAMIENTO3. DEFINIR LA ESTRATEGIA DE POSICIONAMIENTO4. DEFINIR LA IMAGE DE NUESTRA MARCA5. ELABORAR UNA BREVE GUIA DE COMUNICACIÓN6. DEFINIR LA FRECUENCIA DE NUESTRAS PUBLICACIONES7. INTERACTUAR: OPTIMIZACIÓN DE LOS CANALES SOCIALES8. ALINEARSE CON NUESTROS PÚBLICOS9. CREAR NOTORIEDAD NO SPAM10. APROVECHAR EL POTENCIAL DE LAS NUEVAS TECNOLOGÍAS


tema 2 positioning y branding

Education

branding management0

branding management2

brand articlespractice

brand meaning

brand commitmentcreate

points tema

consumerbrand resonanc

brand equity doesnt