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1 Facoltà di Economia Corso di Laurea in Economia e Gestione Aziendale Corso di Laurea in Economia e Finanza Lingua Inglese prof.ssa Luisanna Fodde a.a.

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Presentation on theme: "1 Facoltà di Economia Corso di Laurea in Economia e Gestione Aziendale Corso di Laurea in Economia e Finanza Lingua Inglese prof.ssa Luisanna Fodde a.a."— Presentation transcript:

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2 1 Facoltà di Economia Corso di Laurea in Economia e Gestione Aziendale Corso di Laurea in Economia e Finanza Lingua Inglese prof.ssa Luisanna Fodde a.a. 2005/2006

3 Brands

4 English words connected with……BRAND

5 Brands What is your definition of brand?

6 Definition of “brand” The Dictionary of Business and Management : "a name, sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors." “What is your favourite brand of cigarettes?” “The brand name of this soap is Flower” “Lavazza is the brand leader in Italy among coffees”

7 Definition of “brand” “Simply put, a brand is a promise. By identifying and authenticating a product or service, it delivers a promise of satisfaction and quality." Walter Landor, guru of the advertising industry

8 Brand management issues. A strong brand is the most valuable asset (property, plus) of successful companies. Brands are assets because, when properly managed, they provide a secure flow of income (revenue, profits) for the business.

9 Branded Goods A high quality branded product is perceived by consumers as being clearly better than competing products. Therefore, it generates consumer preference and loyalty

10 Producer/Product Identification Where markets are larger, complicated and national or global, the identity or image recognised by customers transfers from person to product. No longer accompanied by the producer, the product has to speak for itself.

11 BRAND Verbs Adjectives STRONG POWERFUL SUCCESSFUL VALUABLE DOMINATE DEVELOP BUILD REPRESENT Brands represent a good portion of the value of a company Building a brand is complicated Powerful brands dominate the world we live in The new marketing approach is to develop a brand, not a product

12 11 Complete the article with the following words: CYNICAL, CONSUMERS, COMPETITION, MARKETS, EFFECTIVE, PROMOTIONS, CUSTOMERS, MARKETERS, IMPRESSED “When young couples get married in the USA they also receive a gift bag marked ‘newly-wed kit’”. In a world of ever increasing 1____________, many companies are happy to use this new way to reach 2________________ Corporate 3 ____________________ say that certain points in life make people especially vulnerable to sales 4 __________. Companies such as Procter & Gamble have found this to be a very 5______________ way to target extrememly profitable 6______________ such as young people. US newly-weds spend an average of $70bn in the fist year of marriage. One study shows that 67 percent of women wear the same perfume they wore when they got married.

13 12 Complete the article with the following words: CYNICAL, CONSUMERS, COMPETITION, MARKETS, EFFECTIVE, PITCHES, CUSTOMERS, MARKETERS, IMPRESSED A Bride’s magazine study showed that after three years of marriage women were still 7 ______________ of the same store they had shopped in before the wedding. While the gift bags do appeal to a lot of young couples, others are a little less 8 __________________. As one rather 9__________________ young man said when he found a sample of deodorant and an offer for a new chequebook in his gift bag: “does this mean that a marriage stands for body odour and financial worries? This stuff seems better suited for a divorce kit!” What are other points in life when people would be particularly vulnerable to marketing tactics such as these?

14 BRAND IDENTITY BRAND IMAGE B. Image: The perception of your product or your brand by the consumer. B. Identity: How you want the consumer to perceive your product or your brand. Companies try to bridge the gap between the brand image and the brand identity. HOW?? Attracting the initial attention and recognition of customers, to differentiate the product from rivals, and to make favourable associations: “this car/aftershave/shirt will make you attractive to women”.

15 MARKETING AND BRANDS What are your favourite brands of the following products? SOFT DRINKS CLOTHESCARSSHAMPOO Why do you prefer these to other similar brands? Now choose one of the products you use and consider the marketing mix for that brand: PRODUCT: What are the product features? PRICE: In comparison with similar products PROMOTION: When and how is it advertised? PLACE: Where can you buy that product?

16 The Marketing Mix The Four Ps Selling the right product at the right price, through the right channels, with the right support and communication, at the right place (promotion & place)

17 Any symbol, such as a word, number, picture, design, scent or sound used by manufacturers or merchants to identify their own goods and distinguish them from goods made or sold by others. It is a legal concept..

18 . A Trade Mark which is registered gives the right to use the ® symbol and a much greater degree of certainty. A registered Trade Mark gives the owner monopoly rights to stop others using the Mark (or a similar Mark) in relation to goods/services which are identical or similar to the owner's goods/services.

19 What is the difference between trademarks and brands? A trademark is a legal concept. Brand is the difference between a bottle of soda and a bottle of coke, the personal memories and cultural associations that orbit around a product. A brand is a promise. A brand is a collection of perceptions in the mind of consumers. THE LEGAL TERM FOR BRAND IS TRADEMARK

20 LOGOS The small sign or picture that is the symbol of a particular organization

21 Brand (compounds) IMAGEAWARENESS STRETCHING LOYALTY LEADER MANAGER a)A person responsible for planning and managing a branded product b) The ideas which consumers have about a brand c) The tendency of customers to continue buying a particular product d) Using a successful brand to launch a product in a new category e) The knowledge which consumers have of a brand f) The brand with the largest market share LUXURY BRAND CLASSIC BRAND a)A brand associated with expensive, high quality products b) A famous brand with a long history

22 Case Study CafeRoma Which brands of coffee do you drink? Have you always bought the same brand? How are coffee brands advertised? Do they have a clear brand image?

23 Case Study CafeRoma COMPANY LOCATION: OWNED BY: IMAGE:PRICING: PRODUCT CHARACTERISTICS:

24 Case Study CafeRoma Caferoma, a well-known brand of coffee, is owned by the Pan European Food and Drink Company (PEFD), based in Turin, Italy. It is promoted as an exclusive ground coffee for gourmets. Its image is that of an Italian-style coffee. It has a strong full-bodied flavour and a slightly bitter taste. It costs more per 100 grams than almost every other product on the supermarket shelves.

25 The dependence of …………. brands on …….. and ………………………… suggests that consumers need more of them. In poor countries, the arrival of …………………………… points to an increase in competition from which ……………………………….. Anybody in Britain old …………….. to remember the horrible Wimpy, a travesty of a hamburger, must recall the ………….. of McDonald's with gratitude. Public services live in a No Logo world: …………………………………………………………………………………… ……………….. That is because brands have value only where consumers have ……………., which ……………………………….. in public services. The absence of brands in the public sector reflects a world like that of the old Soviet Union, in which consumer choice …………………………

26 The dependence of successful brands on trust and consistent quality suggests that consumers need more of them. In poor countries, the arrival of foreign brands points to an increase in competition from which consumers gain. Anybody in Britain old enough to remember the horrible Wimpy, a travesty of a hamburger, must recall the arrival of McDonald's with gratitude. Public services live in a No Logo world: attempts at government branding are always unsuccessful. That is because brands have value only where consumers have choice, which rarely exists in public services. The absence of brands in the public sector reflects a world like that of the old Soviet Union, in which consumer choice has little role.

27 Brands began as a form not of ……………………., but of consumer protection. In pre-industrial days, people ……………………….. what went into their food and which butchers were ………………. Once they moved to cities, they didn’t have information about what to buy. A brand provided ………………………………………………… and quality. ………………………………………. to ensure that each meal was as good as the previous one, because that would persuade people to come back for more.

28 Just as distance ……………………………………. in the 19th century, so in the age of globalisation and the Internet …………………………………….. A book-buyer might not entrust a company based in Seattle with his credit-card number if experience ………………………………. him to trust the Amazon brand; an American might not …………………………………………. if not for the name of Evian. Because consumer trust is …………………………………………., companies that own the brands have an immense incentive to work ……………………………………………….

29 Brands began as a form not of exploitation, but of consumer protection. In pre-industrial days, people knew exactly what went into their food and which butchers were trustworthy. Once they moved to cities, they didn’t have information about what to buy. A brand provided a guarantee of reliability and quality. Its owner had a powerful incentive to ensure that each meal was as good as the previous one, because that would persuade people to come back for more.

30 Just as distance created a need for brands in the 19th century, so in the age of globalisation and the Internet it reinforces their value. A book-buyer might not entrust a company based in Seattle with his credit-card number if experience had not taught him to trust the Amazon brand; an American might not accept a bottle of French water if not for the name of Evian. Because consumer trust is the basis of all brand values, companies that own the brands have an immense incentive to work to maintain that trust.


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