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MARKETING
COMMUNICATIONINTEGRATING ONLINE AND OFFLINE WITH
SOCIAL MEDIA
Heidi HellströmMaster of Economic Sciences, Senior Lecturer
University of Applied Sciences, Vaasa
BRANDING
Coca-cola sells more than Pepsi (even ifPepsi is considered better tasting soda in
consumer tests)
Famous pain relivers are felt
more effective than others
•even if the formula is the same
WHAT IS
BRANDING?
• IDENTITY OF AN ENTITY
• The intangible asset
• It is how the company´s product is
percieved by the customer
• The promise to customers
• It is the customer experience
BRANDING IS…
BRANDS EXIST IN
THE MINDS OF
CONSUMERS
Brand is how publics see,
feel and expericence a
product or a service
WHY
BRANDING ?
From the company point of view:
• Adds value to packaging, brand name, promotion and positioning
• Creates differentiated price and image possibilities
• boost sales and profits
• Creates barriers to entry to the market(competitive structures)
WHAT DOES BRANDING DO?
From the customer point of view
• Saves time in a decision making process
• Satisfy aspirations
• Reduces risk (two-way street)
WHAT DOES BRANDING DO?
REMEMBER -BRAND PROMISE
COCA-COLA:“TO INSPIRE MOMENTS OF
OPTIMISM AND UPLIFT.”
VIRGIN:“TO BE GENUINE, FUN,
CONTEMPORARY, AND DIFFERENT
IN EVERYTHING WE DO AT A
REASONABLE PRICE.”
BRAND NAME
BRAND NAME
Usually protected by registration -> Illegal to give a brand name close to a very similarfamous one
Brand name should
• Get customer´s attention
• Be easily memorable
• Connect to product´s positioning
• Link to visual image
• Should encourage to give a nickname
LOGO DEVELOPMENTEXAMPLES IN TIME
MISTAKES?
SO WHAT IS
BRANDING?
IT IS ALL ABOUT KNOWING YOUR
CUSTOMERS AND WHY THEY BUY
REFERENCES
http://www.adweek.com/prnewser/why-coke-and-pepsi-will-
talk-obesity-but-not-diabetes/78055
http://www.alternatehistory.com/discussion/showthread.php?t=
324250
http://foreveryoungnews.com/posts/1682-pain-relief-low-dose-
aspirin-may-lower-colon-cancer-risk
http://lingerose.com/blog/how-to-choose-a-brand-name-of-
your-online-lingerie-store/
