Brands & Ads
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Transcript of Brands & Ads
![Page 1: Brands & Ads](https://reader033.fdocuments.net/reader033/viewer/2022061222/54c1c8984a795927598b457e/html5/thumbnails/1.jpg)
Brands and Communications Objectives
![Page 2: Brands & Ads](https://reader033.fdocuments.net/reader033/viewer/2022061222/54c1c8984a795927598b457e/html5/thumbnails/2.jpg)
How advertising creates, build and maintain brands.
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Communication objectives:
• Differentiation• Consistency• Recognisability• Relevance• Ubiquitous• Market dominance• Organisational values &
behaviours• Trust
• Value• Co-promotions and
alliances• Commitment• Brand personality• Customer self-
identification• Personal relationship• ‘Iconic’ presence
![Page 4: Brands & Ads](https://reader033.fdocuments.net/reader033/viewer/2022061222/54c1c8984a795927598b457e/html5/thumbnails/4.jpg)
Here are some examples:
![Page 5: Brands & Ads](https://reader033.fdocuments.net/reader033/viewer/2022061222/54c1c8984a795927598b457e/html5/thumbnails/5.jpg)
Differentiation
• First registered trademark in UK
• Simplest possible graphic device
• Instantly recognisable
• Differentiates from ‘commodity’ products (originally)
![Page 6: Brands & Ads](https://reader033.fdocuments.net/reader033/viewer/2022061222/54c1c8984a795927598b457e/html5/thumbnails/6.jpg)
Consistency
• Over 200 years of consistent use
• ‘Signature’ product of giant Bass Charrington group
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Recognisability
• Said to be the most recognised image in the world
![Page 8: Brands & Ads](https://reader033.fdocuments.net/reader033/viewer/2022061222/54c1c8984a795927598b457e/html5/thumbnails/8.jpg)
Ubiquitous
• Coca Cola dominates its marketplace
• Coca Cola’s marketplace is the world
• Coca Cola intends that every customer is constantly in sight of its advertising, and within reach of its products
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Market dominance
• ‘Hero’ product• ‘Hero’ consumer• Heavy, consistent
and high quality advertising quickly helped Lynx establish sector dominance
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Trust
• Early brand differentiated from unreliable ‘commodity’ soaps
• ‘£1000 reward’ for finding impurities never claimed
• Original ‘Signature’ product for worldwide Unilever Group
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Value
• Pepsi’s original proposition: twice as much soda for your money
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Customer self identification
• Identifies Dove with ‘real people’, just like you
![Page 13: Brands & Ads](https://reader033.fdocuments.net/reader033/viewer/2022061222/54c1c8984a795927598b457e/html5/thumbnails/13.jpg)
Brand personality
• Favourite Ogilvy device
• Early identification of brand and product with a ‘character’
• See also Marlboro Cowboy
![Page 14: Brands & Ads](https://reader033.fdocuments.net/reader033/viewer/2022061222/54c1c8984a795927598b457e/html5/thumbnails/14.jpg)
Personal relationship
• Google and many new brands ask customers to enter into a more equal relationship which does not take the brand too seriously
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Some branding milestones
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Coca Cola invents Father Christmas
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Silk Cut: the product that does not need to say its name
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Benson & Hedges: the customers’ favourite advertiser
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Absolut Vodka: the best pack shot in the world
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Celebrity endorsement:Nike does it best
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Stella, still reassuringly expensive