Presentation on theme: "Branding & Positioning"— Presentation transcript:
1 Branding & Positioning A Brand gives a product a distinct identityA Brand consists of all the features that make up a product’s imageBrands are created using names, logos, slogans to convey the product’s personality or positionUnbranded products are called commodities Ex. Wheat, Oil, Minerals (Iron Ore, Gold, etc)
2 Benefits of a Good Brand… Brand leadership often maintained over long period of timeEasy for consumers to identify goods or servicesAssures purchasers of consistent qualityCan be advertised and recognizedReduces selling time and effortReduces price comparisonsMay be only thing that a competitor cannot copy
3 Brand Examples Auto Industry Ford Buick BMW Toyota Mazda Chrysler SubaruFerrariMiniVolkswagen
4 Branding Brand names are either … corporate dominant or product dominant
5 BrandingCorporate dominant names include the name of the manufacturing company in the brand name or as the name of the product (Roots, Nike, Hollister)Product dominant names try to connect a product with its positive attributes (Zest soap, iPhone, PlayStation)
6 Branding - Logos Monogrammatic Symbols Visual Symbols Abstract Symbols Logo is the term for all of the symbolic ways to create a brand:Includes trademarks, brand marks, logotypes & corporate symbolsLogos have 3 basic forms:Monogrammatic SymbolsVisual SymbolsAbstract Symbols
7 Branding - LogosMonogrammatic Logos: consist of the stylized writing of the company’s or product’s initials.
8 Branding - Logos Visual Symbols: Usually line drawings of people, animals or objects
9 Branding - Logos Abstract Symbols: Shapes that carry a visual message but are not identifiable objectsThey convey a vague product association
10 Brands in common language... Some brand names are so successful they become part of our everyday language...can you name some:KleenexQ-tipJell-oOthers...?ZiplockBand AidXeroxVaseline
12 Private label brands…A private label is a brand that a retailer creates to exploit their corporate imageOnly that retailer can sell itIt allows them to differentiate themselves (And control price and quality)Examples:Loblaw’s “President’s Choice”Shopper’s Drug Mart’s “Life” brand
13 Brands and SlogansA slogan is a short, catchy phrase that is always attached to a company/product’s name and logoCaptain Obvious’ Examples:Nike: ______________McD’s: ______________
14 Brands and Slogans Good Slogans ….Are short (7 words or less) States the brand nameTells the consumer what the company/product doesIs catchy and memorableCarries a positive message
16 Refreshing a Brand…Companies will make changes to products in an effort to create or stimulate ‘brand awareness’Ex: change package, target market, ads…Milk-”Drink Milk...Love Life” imparts a healthy association with milk. It would be difficult to re-position milk as a trendy drinkMountain Dew was transformed from a drink associated with “Hillbillies”, to one associated with extreme sports enthusiasts.Foreign markets require special product and brand positioning due to cultural, political, religious and economic factors
17 Extending a Brand…Brand extension involves using an established brand’s success to introduce a new but SIMILAR productExample: Humpty Dumpty chips logo used to extend in the snack market (Ringolos)The idea is for consumers to buy the new product because they will think it has the same quality as the older and more established product used in the brand extensionAny others?
18 Brand Extensions Cont’d… Extending a Brand does not always work…Bic UnderwareHarley Davidson Perfume
19 Licensing a Brand…Some companies license the use of their brand identification to other companies for a fee:Example: Dolby Sound used in music equipment, etcCelebrities often license the use of their names to endorse productsCan you think of any?
20 Co-BrandingWhen two or more brands combine and cooperate for their mutual benefitExample: Crest and Scope, Wal-Mart and McDAny others?See “Twenty Co-Branding Examples”
21 Brand Acquisition… Just what the title implies Rather than developing a new brand, a company may (with enough $$) buy an existing brandImportant to note that there are no changesExamples: Nike purchasing Bauer, Google purchasing YouTube