Branding can be thought of as the positioning of a brand going external! “Branding is the art of becoming knowable, likeable, and trustable.”’ Knowable = Trial (buy the first time) Likeable = Repeat (keep buying) Trustable = Loyalty (buy only that brand) Students write this slide down

Branding should be well-integrated across the entire consumer experience The product

Branding should be well-integrated across the entire consumer experience The packaging

Branding should be well-integrated across the entire consumer experience The experience

Branding should be well-integrated across the entire consumer experience The company’s principles

How does Apple apply an integrated branding approach to iPod? Product… Packaging… Experience… Company Principles… Communication

Packaging and Labelling

Packaging The physical wrapping for your product It is estimated that 10% of a product’s retail price is spent on designing and producing the package. Its that important!

Functions of Packaging Promotion: Promotes and sells the product Brand Identification Provides information Ensures consumers know how to use safely Consolidation Protection of the product

Labelling an information, tag wrapper or seal attached to the package Functions of labeling Informs of contents of package Directions for use Safety warnings Nutritional information E.g. Squeeze yogurts, blister packs for gun

Colours communicate too… silver white red orange yellow green blue purple

Associate the brands with the appropriate colour Tim Hortons Ti-Cats Cheeto's Cheese Puffs Payless Shoes Delmonte canned fruit Coca Cola Cheerios Shoppers Drug Mart Shell Future Shop Walmart McDonalds A & W Root Beer NDP of Ontario KFC Pizza Hut McMaster University Starbuck's

Review Questions page 240 Complete #1, 4, 6