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BRANDS

Brands just don’t exist….they are an integral part of our lives!

Defined as the name, logo, or other outward symbols that distinguish a product or service from others in its category

The brand is not the product but it gives the product meaning

BRAND

A Premium Quality Pure & Gentle Soap……to give a Soft Skin

The functions of the brand for the consumer

Function Consumer benefit

Identification To be clearly seen, to make sense of the offer to quickly identify the sought-after products

Practicality To allow savings of time and energy through identical repurchasing and loyalty

Guarantee To be sure of finding the same quality no matter where or when you buy the product or service

Optimisation To be sure of buying the best product in its category, the best performer for a particular purpose

Characterization To have confirmation of your self-image or the image that you present to others

Continuity through familiarity and intimacy with the brand that you have been consuming for years

-How many brands do you need ?

-How do you manage brands over time ?

-How do you keep brands up to date as technology, products and customers change ?

-How do you manage coherently and benefit from the synergy of a range of products sold under a single brand ?

-How far can a brand be extended geographically?

Does it have the potential to become a homogeneous global brand in all countries ?

-Several companies have the same name as their brand (e.g. Nestle) so what is the difference between managing a brand image, a corporate image and an institutional image ?

-Finally, given that brands have a value, how can this be measured so as to survey and control it ?

Branding: Key TermsBrand

An identifying name, term, design, or symbolOne item, family of items, or all items of a seller

Brand MarkThe part of a brand not made up of wordsSymbols or designs

Nike swoosh, Mercedes star, McDonald’s archesTrademark

A legal designation of exclusive use of a brand Coca-Cola®, Hewlett-Packard®

Trade NameFull legal name of an organization

American Telephone and Telegraph Corporation (AT&T)

BrandingValue of Branding for Consumers

Helps speed consumer purchases by identifying specific preferred products

Provides a form of self-expression and statusEvaluates product quality to reduce the risk of purchase

Value of Branding for MarketersIdentifies and differentiates a firm’s products from

competing productsHelps in the introduction of new productsFacilitates the promotion of all same-brand productsFosters the development of brand loyaltyCan create valuable intangible assets

BrandingBrand Loyalty

A customer’s favorable attitude toward a specific brand

Brand RecognitionA customer’s awareness that a brand exists and

is an alternative purchaseBrand Preference

The degree of brand loyalty in which a customer prefers one brand over competitive offerings

Brand InsistenceThe degree of brand loyalty in which a customer

strongly prefers a specific brand and will accept no substitute

Selecting a Brand Name

The name shouldbe easy to say, spell, and recall.indicate the product’s major benefits.suggest the product’s major uses and special

characteristics.be distinctive, setting it apart from competing

brands.be compatible with all products in line.be designed for use and recognition

in all types of media.

Packaging

PackagingInvolves the development of a container and a

graphic design for a productPackaging Functions

Protect the product from damageOffer convenience to consumersPrevent waste and make storage easierPromote the product by communicating

its features, uses, benefits, and image

Major Packaging Considerations

Cost of PackagingLimited consumer willingness to pay for better

packagingTamper-Resistant Packaging

Government regulations and consumer safety concerns

Family PackagingSimilar packaging for all of a firm’s products or

packaging that has one common design element

Major Packaging Considerations

Promotional Role (Informing the Consumer)Verbal and nonverbal symbolsSize, shape, texture, color, and graphics

Reseller NeedsTransportation, storage, and handling

Environmentally ResponsibleBiodegradable and recyclable

Packaging and Marketing StrategyAltering the Package

To update style and to meet increased competition

To highlight new featuresTo take advantage of new packaging materialsTo make the product safer or easier to useTo reduce packaging costs

Secondary-Use PackagingReusable packaging adds customer value

Category-Consistent PackagingPackaging reflects customer expectations for the

expected appearance of products in a category

Packaging and Marketing StrategyInnovative Packaging

Unique features or ways of packaging that make a product more distinct from its competitors

Multiple PackagingBundling multiple units of a product together

to encourage usage and to increase demandHandling-Improved Packaging

Packaging that has been changed to facilitate product handling in the distribution channel

Claims of Product Life Cycles

Products have a limited lifeProduct sales pass through distinct stages

each with different challenges and opportunities

Profits rise and fall at different stages Products require different strategies in each

life cycle stage

Sales and Product Life Cycle

Style, Fashion, and Fad Life Cycles

Strategies for Sustaining Rapid Market Growth

Improve product quality, add new features, and improve styling

Add new modelsEnter new market segmentsIncrease distribution coverageShift from product-awareness advertising

to product-preference advertisingLower prices to attract the next layer of

price-sensitive buyers

Marketing Program ModificationsPrices

Distribution

Advertising

Sales promotion

Services

Ways to Increase Sales Volume

Convert nonusersEnter new market segmentsAttract competitors’ customersHave consumers use the product on more

occasionsHave consumers use more of the product on

each occasionHave consumers use the product in new ways