4. 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

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

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

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

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

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

10. Packaging and Labelling

11. 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!

12. 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

13. 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

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

15. 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

16. Review Questions page 240
Complete #1, 4, 6