BRAND MARKETING AND PACKAGING How do they do it? Are you buying in? What are the requirements?

LIST THE BRANDS YOU BELIEVE ARE MUST HAVES! EX. IPHONES OVER ALL OTHER CELL PHONES EX. HERBAL ESSENCES SHAMPOO OVER OTHERS EX. LEVI JEANS OVER WAL-MART BRAND Search around the room, how many different brands do you see?? On students, in kitchens, etc.

Used to persuade customers to buy ONE brand over another product’s brand Aims to convince the public that their product is a “NEED” over a “WANT” People stick with the same brand if they have had success with that brand!! WHAT IS BRAND MARKETING?

Build a strategy to get and keep customers Identify a target age group in which to market to Figure out a way to set themselves apart from other competitors – “Positioning” – Use personal and emotional levels to achieve Messaging – Catchy slogan or look HOW DO COMPANIES BUILD THEIR BRAND? “Breakfast of Champions” “Gimme a break, gimme a break, Break me off a piece of that …….” “Maybe she’s born with it….

Brands spend money on advertisements – Generic = cheaper because there is no advertising cost! About 1/3 - 1/2 of the products purchase price is for marketing Consumers end up spending MORE money for brand name products – We are paying for the advertisement! *** From 2010 – 2012, Kraft has spend 355 million dollars on advertisements and marketing!!! COST OF BRANDING $$$$$$$$$$

Use of…… – Emotions – Sexual innuendos – Celebrities – Humor – Guilt trips HOW DO THEY PERSUADE US?? LeBron and Howard Baby Sling

Decide, is this product a want or need? Are they JUST trying to sell me something? Is there a better, cheaper option? Have I tried other brands to compare? WHAT CAN WE DO TO PREVENT BEING “BRANDED”?