Brand 1 Comp

7/28/2019 Brand 1 Comp

1/24

Brand

Marketing Management


2/24

What is brand?

A brand is a name, term, symbol design or a

combination intended to identify the goods or

services of one seller and to differentiate then

from those of competitors


3/24

Brand

A brand is essentially a sellers promise to

consistently deliver a specific set of features,

benefits, & services of the buyers

The best brands convey a warranty for quality

A brand is a complex symbol & provides the

following meanings:


4/24

Attributes

First an attribute comes to mind

So, Mercedes suggests expensive,well built,

well engineered, high prestige, resale, fast etc

Company may use one or more attributes to

promote the car

Engineered like no other in the world


5/24


6/24


7/24

Benefits

A brand is more than attributes

Customers are buying benefits

Attributes need to be translated into functionalor emotional benefits

Durable: I wont have to buy a car for a few

years Expensive: This makes me feel important

Well built: I am safe in case of an accident


8/24

Values

Brand says something about values

The marketer must decide specific groups of

car buyers who would seek values like

High performance, Safety, Prestige


9/24

Culture

Mercedes represents German, organized,

efficient, high quality


10/24

Personality

Mercedes may suggest boss- person, reigning

lion- animal, palace- object

Sometimes it may take on a personality of a

person


11/24

User

Brand suggests the kind of customer who

purchases the product

A 44 year old executive could drive this car

But a 20 year old secretary would not

User will respect values, culture, personality of

the product


12/24

Brand

Brand is a complex symbol

Deep set of meanings


13/24

Brand decision

Brand name

Earlier unbranded

Today branding is a strong force Salt is also branded

Brand names for eggs etc


14/24

Brand name decision

Individual brand names

Blanket family name for all products

Separate family names for all products


15/24

A name

Name should suggest something about the

benefits

Duracell

Should suggest qualities- action, color

Easy to pronounce- recognize, remember

Distinctive- Kodak, Lux, Xerox Should be good in all languages


16/24

Line extensions

Line extensions occur when a company

introduces additional items in the same product

category

Under the same brand name such as new

flavors, forms, colors, sizes,


17/24

Brand extensions

A company may decide to use an existing

brand name to launch a new product

Advantages: Instant recognition, Saves

advertising costs

Sony puts its names on new products: instant

recognition


18/24

Brand extensions

Brand dilution occurs when consumers no

longer associate a brand with a specific

product or highly similar products


19/24

Packaging & labeling decisions

Minor role: Inexpensive, hardware items

Major role: Cosmetics

World famous: coke bottle Packaging the 5th P

Element of product strategy

Designing & producing the container orwrapper


20/24

Packaging

Well designed packaging create convenience

value & a promotional tool

Packaging growth because of:

Self service:

Affluence: consumers ready to pay more

Brand name/image Innovation Opportunity


21/24

Stages in packaging

Concept development

Superior product protection

Elements: size, shape, material, color, text,brand mark

Test packaging for strength


22/24

Label

Identifies the product or brand

Label also grade the product

Describe: where it is made, when it is made,what it contains, how it is used, how to use it

safely,

Different kinds of labels: identification, grade,descriptive, promotional labels


23/24

Labels

Ivory soap label has been redone 18 times

since 1890s


24/24

Ends*

Brand 1 Comp

Documents

Transcript of Brand 1 Comp