Design Research Methods Class 4 Mp2009
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Transcript of Design Research Methods Class 4 Mp2009
Design Research Methods
Class #4: Branding
Brand
A name, term, sign, symbol, design, or some combination, that identifies the products and/or services of one firm while differentiating these products and/or services from competitors’ offerings.
Establishing brand loyalty- 3 stages
1. Brand recognition • Consumer awareness of a brand
2. Brand preference • Consumer reliance on previous experience with a product to
choose that product again
3. Brand insistence • Consumer refusals of alternatives
Types of brands
Generic None
Manufacturer’s A brand name owned by a manufacturer or producer (e.g. Coca Cola, Hershey’s, Levis, Apple)
Private A brand name placed on products by wholesaler or retailer (e.g. Duane Reade, Nordstrom's)
Family A brand name that identifies several related products (e.g. Braun, Vaseline, Tropicana)
Individual A unique brand name that identifies a specific offering within a firm’s product line to avoid grouping under a family brand (e.g. Head and Shoulders, Edge, Flonase, Philadelphia Cream Cheese, Lair Du Temps)
Brand equity
The added value that a certain brand gives to a product in the marketplace
Differentiation Brand’s ability to stand apart
Relevance Consumers’ perceived appropriateness of brand
Esteem Consumers’ perceived quality of brand
Knowledge Consumers’ understanding of what the brand stands for
Brand identity
Brand name
Trademarks
Trade dress
Value
Integrity
Reliability
Ease of use
Personality
Product development strategies
Old Product New Product
Old Market Market Penetration (increase sales of existing products in existing markets)
Product Development (introduce new products into established markets)
New Market Market Development (find new markets for existing products)
Product Diversification (developing new products for new markets)
Consumer adoption
Awareness Interest Evaluation Trial Adoption/rejection
Assignment 4:
Spend 1 hour in 2 different stores or other commercial environments within one vertical (Ex: Lexus vs. Hyndai, Bloomingdales vs. Forever21, Whole Foods vs. Deli, Spa/Salon vs. Supercuts)
Who is shopping there How is the store is designed to attract/cater to a certain market
segment and describe Characterize the shoppers with regard to market segmentation (making
reference to the readings) How the store uses brands/branding to lure shoppers How are shoppers responding to brands, products or service
(either the store brand or brands of items they sell) What did you observe of the store? What did you observe of shopping behavior? How might you improve the store’s approach to using “brand” (either
it’s own or the brands it sells) to sell?