1. Chapter Questions What is a brand, and how does branding work? How do you develop a unique brand? How do you create a unique position in the market? © Copyright 2008 Pearson Education Canada 8-1

2. Brand A name, term, sign, symbol, intended to identify the goods or services of one seller and to differentiate them from those of competitors © Copyright 2008 Pearson Education Canada 8-2

3. The Role of Brands Signify quality Create barriers to entry Competitive advantage Secure price premium © Copyright 2008 Pearson Education Canada 8-3

4. Branding Endowing products and services with the power of a brand © Copyright 2008 Pearson Education Canada 8-4

5. 2-5 Starbucks

6. 2-6 Tim Horton’s

7. IBM vs. Apple 10-7

8. The Apple Brand Steve Jobs on the Apple brand: http://www.youtube.com/watch?v=4yefG Oif2WU&feature=relatedSteve Jobs on the Apple brand: http://www.youtube.com/watch?v=4yefG Oif2WU&feature=related 10-8

9. Anything Can Be Branded a physical good a service a store a person a place an organization or even an idea 8-9

10. Brand Elements Elements Slogans Brand names URLs Logos Symbols Characters © Copyright 2008 Pearson Education Canada 8-10

11. Logos © Copyright 2008 Pearson Education Canada 8-11

12. Slogans Like a good neighbour, ___ is there Just do it Nothing runs like a ___ Help is close to home We try harder We’ll pick you up Zoom I’m lovin’ it This ___’s for you Always low prices 8-12

13. 10-13

14. 10-14 Positioning Designing the company’s offering and image for a distinctive place in the mind of the target market.

15. 8-15 A Mass Market Approach

16. 8-16 General Motors Alfred P. Sloan “A car for every purse and purpose”A car for every purse and purpose Cadillac Oldsmobile Pontiac Buick Chevrolet

17. 8-17

18. 8-18

19. 8-19

20. 8-20

21. 8-21

22. Segmentation What was the segmentation strategy? Are there any OTHER possible ways to segment the auto market? 8-22

23. 8-23

24. 8-24 Mercedes

25. 8-25 Volvo

26. 8-26 Volvo

27. 10-27 Cigarettes

28. 10-28

29. 10-29

30. 10-30

31. 10-31

32. 10-32

33. 10-33

34. 10-34

35. 10-35

36. 10-36

37. 10-37 A Positioning Statement To young, active soft-drink consumers with little time for sleep, Mountain Dew is the soft drink that gives you energy because it has the most caffeine.

38. Social Marketing Brands? 10-38

41. 10-41

42. 10-42