Brand:
what is it
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Brand:
a name, symbol, icon, design,
- may identify a company, one of its products, or a product line. I
- have status and value
Trademarks ™
- Lost Trademarks:
- Example: .
- Example:
Trademarks ™
- Customers trust trademarks, because they reassure them that the product they are getting has the attributes they want and expect from the maker
- Trademarks can be names, symbols, characters (Pillsbury Doughboy), and even shapes (coca-cola bottle)
- Trademark names have monetary value, and there must be protected, and distinguished from regular or generic words with similar meaning
- Trademarked names are represented by: ™ and once the company has gone through the lengthy legal process of registering its trademark, it indicates it with this symbol: ®
- Lost Trademarks: marks which were originally legally protected trademarks, but have been genericized and have lost their legal status due to becoming generic terms
- Example: Kleenex is a trademarked name which means it should always be spelled with a capital and only be used to refer to the brand-name tissue.
- Example: Nestle cannot use purple to wrap their milk chocolates because Cadbury has a trademark on it.
with so many brands to choose from on every grocery store shelf, how do consumers make their decisions?(brand Relationships)
Brand Relationships: with so many brands to choose from on every grocery store shelf, how do consumers make their decisions? For many products, the choice is based on what the consumer believes about the brand.
People as brands:
People as brands:
Marekting people and there careers as brands
Examples: Gianni Versace, Kim Kardashian, Coco Chanel, Michael Jordan
The elements of Brand Characteristics
Brand Characteristics
- Logos: designs that represent the brand
- Brand Personality:The sum total of all the attributes of a brand, and the emotions it inspired in the minds of consumers.
- Status: Rolls-Royce and Bentley are higher-status car brands than Ford and Toyota.
- Brand Equity: the dollar amount attributed to the value of a brand, one indicator is the extent to which people are willing to pay more for the brand.
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Main branding strategy decisions
Main branding strategy decisions
brand name selection: suggest something about the type of products it will brand
brand positioning: best technique: positioning to associate the brand with a particular benefit: Pampers offer a dry baby bottom
brand sponsorship:
- Branded products are either national brand or private brands
- National Brand (Manufacturer’s Brand): a brand created and owned by the manufacturer of the product.
- Private Brands (Store Brand, Private Label): brand names applied by the marketer to products manufactured for them under contract
licensing or co-branding( also part of main branding strategy decisions)
licensing or co-branding
Licensing: the buying and selling of the rights to use a brand name, logo, character, icon, or image.
Co-Branding: the practice of using the established brand names of two different companies on the same product.
Brand Development
A company has 4 options when it comes to developing brands:
- *1. :**
- *2.** :
- *3. :**
- *4.:**
Brand Development
1. Line Extensions: extending an existing brand name to new forms, colours, sizes,
ingredients, or flavours of an existing product category. Example: Honey Nut Cheerios and MultiGrain Cheerios are extensions of the Cheerios product line.
2. Brand Extensions: extending an existing brand name into new product categories. gives a new product instant recognition and faster acceptance+ saves advertising costs.
3. Multibrands: a brand development strategy in which the same manufacturer produces many different brands in the same product category.
4. New Brands: established companies create new brands when it develops a new product or product line.
Brand Communications
Brand Communications
Focusing on communicating brand positioning, or image, rather than on product features
Brand Experience and Touchpoints
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- Brand experience is composed of 4 dimensions: (1) (2) (3) (4) . …
Brand Experience and Touchpoints
- Touchpoints: advertising, marketing communications, personal experience with the brand, WOM, social media, company and brand websites, store displays, and anything else that brings a consumer into contact with a brand.
- Brand experience is composed of 4 dimensions: (1) sensory (2) affective (3) behavioural (4) intellectual. These responses are evoked in consumers when they come into contact with touchpoints.
Brand Icons and Characters
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- They are important tools for …:
Brand Icons and Characters
- Brand icons: objects with distinct shapes, colours, or patterns that are associated with the brand (Disney’s castle, Coca-Cola’s red and white swoosh)
- Brand characters: lifelike brand icons, or mascots, that can move, speak, and interact, and that have personality traits (Pillsbury Doughboy, Tony the Tiger, Michelin Man, Betty Crocker)
- They are important tools for brand engagement: the interaction between consumers and brands, based on the emotional connection consumers feel toward the brand.
Brand Ambassadors
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Brand Ambassadors
- A real person who, under contract with the brand’s marketing organization acts as a spokesperson for the brand.
- Typically selected for their looks, and may be used for a limited amount of time.
Brand Stories
Brand Stories
- Every brand has a history, and brand managers use elements of the history as well as fiction to create stories for their brands
- Bring brands to life and keeps them interesting
- Inspire loyalty from consumers
Branded Content and branded entertainment
Branded Content:
Branded Entertainment:
Branded Content and branded entertainment
Branded Content: any form of information or story written and produced by a brand marketer, with the brand clearly and prominently featured. “Using the power of storytelling to move consumers into action”
Branded Entertainment: a form of entertainment, usually video, that is created with the
cooperation or financial support of a marketer.
Brand Advocates
- Principles to keep in mind:
Brand Advocates
- customers, employees, and others who willingly and voluntarily promote their favorite brands
- Not to be confused with brand ambassadors: brand ambassadors are paid, whereas brand advocates are not
- Principles to keep in mind:
- Advocacy begins with trust (nurture their recommendations and opinions)
- Advocacy starts close to home (brand must first build a strong base)
- Make customers and employees part of the brand story
- Oliver an experience that gets them talking
- Outperform where they care most
