BRANDING STRATEGIES Elliot, Charlotte, Luke and Hae Yeun

WHAT ARE BRANDING STRATEGIES? Price levels Generic brands target (cheap) Billabong (medium) Gucci (expensive) Prestige Coca cola (cheap) Billabong (medium) Gucci (expensive) Quality Cheap phones (expecting low quality) Subaru Cars (expecting high quality when purchased) Medical equipment (expecting extreme high quality Cheapness)

Cheapness Home brand food (expected to be cheap, quality is not in the mind of the buyer) Kellogg's “Just Right” (expected to be of moderate quality) Raffles Hotel (expected extreme quality) Reliability GM Cars (not renowned for reliable products) Mac Computers (Very reliable ) Crocs (unquestionable levels of reliability)

Customer Service – Hotels Youth Hostels (expected to be cheap, no real customer service) Holiday Inn (Moderate service, not renowned for it) Shangri-La (excellent service, brand made on service levels)

WHAT ARE THE DIFFERENT TYPES OF BRANDING STRATEGIES A BUSINESS CAN USE? A private or house brand Is one that is owned by a retailer or wholesaler Generic Brands Products that have no brand name

BENEFITS OF BRANDING Consumers & Businesses

Consumers Identifies specific products Evaluates the quality of products Reduces level of perceived risk of purchase Gain psychological rewards that comes with purchasing a brand (e.g. prestige and status)

Businesses Consumers recognize the business’s brand and product When customers recognize the business, this will be an opportunity for a business to introduce new products onto the market Promotion of product will help similar products, within the business, in the market Establishing goodwill

BRANDING STRATEGIES Elliot, Charlotte, Luke and Hae Yeun

WHAT ARE BRANDING STRATEGIES? Price levels Generic brands target (cheap) Billabong (medium) Gucci (expensive) Prestige Coca cola (cheap) Billabong (medium) Gucci (expensive) Quality Cheap phones (expecting low quality) Subaru Cars (expecting high quality when purchased) Medical equipment (expecting extreme high quality Cheapness)

Cheapness Home brand food (expected to be cheap, quality is not in the mind of the buyer) Kellogg's “Just Right” (expected to be of moderate quality) Raffles Hotel (expected extreme quality) Reliability GM Cars (not renowned for reliable products) Mac Computers (Very reliable ) Crocs (unquestionable levels of reliability)

Customer Service – Hotels Youth Hostels (expected to be cheap, no real customer service) Holiday Inn (Moderate service, not renowned for it) Shangri-La (excellent service, brand made on service levels)

WHAT ARE THE DIFFERENT TYPES OF BRANDING STRATEGIES A BUSINESS CAN USE? A private or house brand Is one that is owned by a retailer or wholesaler Generic Brands Products that have no brand name

BRAND SYMBOLS AND LOGOS

A brand symbol or logo is a graphic representation that identifies a business or product. Sometimes a symbol or logo could include both a graphic image and a name but some businesses encourage instant recognition without using the brand name. This is a clever and subtle method used to reinforce the meaning of the symbol and to associate it with the brand name.

When deciding on a brand symbol or logo a marketer must take into consideration the following factors: - Brand name which differentiates itself from its competition - Using images which appeal to the target audience - Easy to interpret - Relative to the product being sold - Challenge ethics of society in order to be memorable

By Jack,

 Packaging is critical to the success of a product because it has variety of uses. It does not just involve putting a product into a container.   Packaging helps promote the product and it influences consumers’ impression of the product. It is also a means of differentiating a business’s product from competitors.  Additionally, it:  Preserves the product  Protects the product from damage or tampering  Attracts consumers’ attention  divides the product into convenient units  Assists the display of the product  Makes transportation and storage easier

LABELIN G

Product Labels All product labels are regulated by a number of statutes and regulations that specify what must be shown Are set in place to protect consumers from: misleading or deceptive claims, unsafe use of products also makes it easier for consumers to compare products

Things that must be listed: Nutritional information Information on ingredients Clear statements of allergy related food Information on production Use by date Country of origin Weight Directions on storage requirements

Example of product TOBACCO: it is mandatory for all labeling of tobacco products that are imported or locally produced to include the following features: contain graphic health images include warning and information messages frequently rotate warning and information messages

PRODUCT OF AUSTRALIA

AUSTRALIA N MADE

AUSTRALIAN GROWN