1. Competitive Images & The Role of Marketing Tuesday, November 23

2. Think to yourself… Which is more important to you when deciding which cola to drink- taste or image? Why? Which is more important to you when deciding which cola to drink- taste or image? Why?

3. Image One of the most powerful competitive tools that any business has is its image- the way the consumer sees the business or thinks about the products the business sells. One of the most powerful competitive tools that any business has is its image- the way the consumer sees the business or thinks about the products the business sells. When the difference between products is minor, the consumer’s image of the product is very important. When the difference between products is minor, the consumer’s image of the product is very important.

4. Creating and Image Brand Name Brand Name Logo/ Trademark Logo/ Trademark Slogan Slogan Read pg 135-137. Read pg 135-137. Explain and provide an example of all 3 types of competitive images. Explain and provide an example of all 3 types of competitive images.

5. Using the Image Brand Identification: Brand Identification:  Once a company has a name, slogan or logo, everything associated should carry that identification. The colours and name should always be written in the same style.  Distinctive packaging is also important to maintain.  Any examples??  Every advertisement should emphasize the product’s image. How do Promotional Activities help?  When an image created for one product is transferred to other products made by the same company, it is called Brand Extension.

6. The Role of Marketing Images must be communicated to the customer in a way that is both understood, and remembered. Images must be communicated to the customer in a way that is both understood, and remembered. One role of marketing is to transmit the desired image to the selected target markets through creative advertising. One role of marketing is to transmit the desired image to the selected target markets through creative advertising. Products that target specific demographic groups need to make sure that their image is appropriate for that group. Products that target specific demographic groups need to make sure that their image is appropriate for that group. What is the difference between “positioning” and “mass marketing”?? What is the difference between “positioning” and “mass marketing”??

7. Work time… With a partner: With a partner: Complete the Competitive Images Activity Complete the Competitive Images Activity Answer question on pg 139 #3 (b) Answer question on pg 139 #3 (b)