Corporate Image and Branding

Chapter 2

Discussion Points:

• How important are brand names?

• How important are brand names for clothes? Why?

• What additional product categories are brand names important?

• What product categories are brand names not important?

Promoting the Right Image• Very important first step in creating a successful

brand• Creating the right image

• Conveys a clear message about the organization• Should portray the nature of the firm• Fit with products being sold

• Rejuvenating an image• Easier than changing a well-established image• Add new elements but continue current image

• Changing an image• Necessary under certain circumstances• Difficult to do• More B to B

Video – American Express

Questions for Discussion:

How does media selection impact the goal of changing consumer perceptions?

What strategy did the marketing department at American Express use to reach younger consumers?

Interview with Bob Baxter, Manager of Marketing Research Mercedes Benz of North America

Before watching this interview:What word(s) would you use to describe the Mercedes Benz car? What is your image of the Mercedes?

After watching this interview: What would you do if you were Bob Baxter?

Discussion Slide

Click picture to play video.

What image is being conveyed by this Porsche advertisement?

What image is being conveyed by the Porsche Web site?

www.porsche.ca

Are the images consistent?

What is Branding?

• Assigning a name, phrase, design, symbols or a combination of these to a product, service, or a group of complimentary products

Branding

• Provides quality assurance• Reduces search time.• Allows a company to charge more (if the brand

is recognized and respected).• Reduces brand parity.• Consumers choose a brand because it is:

– Salient– Memorable– Noteworthy

Discussion Exercise

• List the names of five bad or poor brands?

• Why is the brand conceived negatively?

• To help you understand the difficulty and challenge of finding just the right brand name, select any product category such as bottled water. With other students seated around you choose a suitable brand name.

Developing a Strong Brand Name

• What are the most compelling benefits?• What emotions are elicited by the brand

either during or after the purchase?• What one word best describes the brand?• What is important to consumers in the

purchase of the product?

Begins with understanding why consumers buy a brand.

Successful Brand Development

• Commitment to the brand

• Market penetration

• Research and understanding the brand’s target market

• Building effective expansion programs and fending off competitors.

Types of Brands

•Family brands •Brand extension •Flanker brand•Co-branding

•Ingredient branding •Cooperative branding •http://www.americanexpress.com/canada/en/homepage/default.shtml

•Complementary branding •Private brands

Changes in Private Brands

1. Quality improvement.

2. Lower prices.

3. Higher store loyalty.

4. Lower loyalty for manufacturer brands.

5. Increase in advertising of private brands.

6. Increase in quality of private brand in-

store displays.

Successful Brand Extensions

• Lipton tea – Lipton soup mixes

• Kodak film – Kodak cameras and batteries

• Ivory soap – Ivory shampoo, dishwashing liquid

• Barbie dolls – Barbie games, furniture, clothes

• Honda bikes – Honda cars, lawnmowers, generators

Unsuccessful Brand Extensions

• Dunkin’ Donuts – Dunkin’ Donuts cereal

• Harley Davidson Bikes – Harley Davidson cigarettes

• Levis Jeans – Levis business wear

• Mr. Coffee coffee makers – Mr. Coffee coffee

Building Brand Equity

Brand Equity – certain assets that add to the value assigned to the product

• Research current brand image

• Decide what makes the brand unique

• Communicate brand’s uniqueness

• Spend on advertising/communication

• Deliver on uniqueness

Benefits of Brand Equity

• Higher prices

• Higher gross margins

• Reduces customer switching

• Greater demand for the product

• Prevents erosion of market share

Companies oftencreate product iconsto develop an identity for their products.

Why is the Mr. Clean icon an effective representative for its product?

Logo Recognizability

McDonald’s Golden Arches logo is recognizable enough to stand on its own.

Benefits of Logo Recognizability

• Aids in recall of specific brands.

• Aids in recall of advertisements.

• Reduces shopping effort.

• Reduces search time and evaluation of alternatives.

Positioning

• Is relative to competition.• Exists in the mind of the consumer.

Created through:• __________• __________• __________• __________• __________