1. The Brand
“The sum of all characteristics, tangible and intangible, that make the offer unique.”
Brand Name Coca-Cola
Brand Logo Bottle Design and Red Cap
Trademark ™ Legally Protected Marks
Brands and organizations spend considerable sums telling customers what they stand for.

2. Views on Brands
“A name, logo, or symbol that evokes in customers a perception of added value for which they will pay a premium price.”
John Torella, J.C. Winters Group, Toronto
“A product with a personality.”
Chris Staples, Rethink, Vancouver
Marketing communications in any form has an impact on customers’ perceptions.

4. Benefits of Branding For customers a brand offers:
A desired level of quality. Consistently
Psychological rewards from ownership
A means of distinguishing one brand from another
The brand image helps create loyalty.

5. Benefits of Branding For the company branding offers:
A means of communicating features and benefits
An opportunity to create and sustain an image
Customer satisfaction and repeat purchase opportunity

6. CK brand

7. Brand Loyalty “The degree of consumer attachment to a brand.”
Awareness of name, benefit and package
Recognition
Is useful, consumer will buy if available…evoked set
Preference
Insistence
Will search for; must have

8. Brand Equity
The value of a brand in its holistic sense to its owners as a corporate asset. Brands have value.
Equity is derived from:
Effective marketing strategies
A brand’s status in the marketplace
A brand’s position among customers

9. The Top 10 Global Brands Coca-Cola $70.4 Microsoft $65.1 IBM $51.8
GE $42.3
Intel $31.1
Nokia $29.9
Disney $28.0
McDonald’s $24.7
Marlboro $22.2
Mercedes $21.4

10. Brand Building 1. Identify Brand Values and Positioning Strategy
2. Plan and Implement the Marketing Program
3. Measure and Evaluate Brand Performance
4. Build Brand Loyalty and Brand Equity

11. Brand Positioning
A good positioning strategy clearly differentiates a brand from all competing brands.
“The selling concept that motivates purchase, or the image that marketers desire a brand to have in the minds of consumers.”

13. Image and lifestyle branding

14. Attribute Branding

15. The Importance of Positioning
Market
Analysis
Target Market
Analysis
Competitor
Analysis
Positioning
Strategy
Product
Strategy
Price
Strategy
IMC
Strategy
Distribution
Strategy

16. Sample Positioning Statement
“To reinforce our position in the credit card market, and to establish it as the preferred choice for all future purchases.” …VISA All you need
“Reach out and touch someone.”
“The quicker picker-upper.”
“Have it your way.”
“It's Miller time!”
“Drivers wanted.”
"I can't believe I ate the whole thing!"

17. Positioning Strategies
# 1 Brand Leadership
# 2,3 Head-On
Product Differentiation
Specialized Differentiation
Innovation
Price (Value)
Channel Advantage
Image (Lifestyle)

18. Dell unique channel position

19. Lifestyle positioning

20. Product Lifecycle Reposition New Markets Product changes Maturity
Brand insistence
Reminder advertising
New uses
Frequency of use
Line extensions
Decline
Harvest
Growth
Brand Preference
Build image
Brand attributes and benefits
Brand Position against competition
Introduction
Brand Recognition
Positioning
Where to get

21. Product classification
Convenience, shopping or specialty?
What are the implications?
Cognitive purchase?
Stimulus response purchase?
Route to persuasion?
Low involvement Peripheral route
Stimulus- response
High involvement Central route
Cognitive
Peripheral Values
Central
Values

22. Advertising Icons

23. Branding and IMC There are two key decision areas:
Determining the appropriate brand elements to focus on (names, packaging, symbols, characters, attributes, benefits, image).
Devising an effective marketing communications strategy to communicate the brand’s values and positioning strategy through all points of communication.

24. Dove brand

25. Packaging and Brand Image
A good package design helps build a brand.
The “look” of a package must be instilled in the customer’s mind.
A package can differentiate one brand from another.
Familiarity with a package creates trust with customers.
New packages create perception of new products (product forms).

26. Roles of Packaging A good package serves three primary functions:
Protect the product
Market the product
Provide convenience to distributors and consumers

27. Branding by Design
Shopping goods and durable goods rely more on “style” to create and sustain an image.
Lifestyle characteristics now play a key role in design.
Goods are periodically redesigned to present a contemporary image.
Re-branding strategies require intensive marketing communications to identify changes.

28. Apple position by design