SETTING THE PRODUCT AND BRANDING STRATEGY (TOPIC 3 – HIGHLIGHTS)

MKTG131 – Marketing Management

WHAT IS A BRAND? A name, term, sign, symbol or design,

or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.

THE ROLES OF A BRAND Identify the maker Simplify product handling Offer legal protection Signify quality Create barriers to market entry Serve as competitive advantage

THE “STRONG” BRAND “Strong” brands have many

competitive advantages: High consumer awareness Strong brand loyalty Helps when introducing new products Less susceptible to price competition

THE BRANDING ELEMENTS Brand names URLs Slogans Characters Symbols Logos

SAMPLES OF BRAND LOGOS

SAMPLES OF BRAND SLOGANS

A BRAND ELEMENT SHOULD BE Memorable Meaningful “Like-able” Transferable Adaptable Protectable

THREE LEVELS OF BRAND POSITIONING

Product attributes Least effective

Benefits Beliefs and values

Taps into emotions

CHARACTERISTICS OF A GOOD BRAND NAME

Suggest something about the product or its benefits

Are easy to say, recognize and remember Are distinctive Are extendable Translate well into other languages Can be registered and legally protected

WHAT IS PACKAGING? All the activities of designing and

producing the container for a product.

PACKAGING INFLUENCES Brand connectivity Consumer attributes Company/brand image Innovation opportunity

INNOVATIONS IN PACKAGING

LIGHT BULB PACKAGE OF GLOJI: THE UNUSUAL LIGHT BULB SHAPED BOTTLE PACKAGE FOR GLOJI ENERGY JUICE DRINKS IS VERY CREATIVE.

DUMBBELL SPORTS DRINK PACKAGING: THE DUMBBELL SPORTS DRINK DESIGNED BY JIN LE. EACH BOTTLE WEIGHTS 0.5 KG.

PEARED'S DESIGNER FRUIT JUICE PACKAGING: THIS UNIQUELY SHAPED SOURCED PACKAGES IS A BEAUTIFUL CONCEPT DESIGNED BY CONOR HAGAN.

FRUIT TEXTURED JUICE DRINK CONTAINER DESIGNS: JAPANESE INDUSTRIAL DESIGNER NAOTO FUKASAWA CREATED THIS SERIES OF CREATIVE FRUIT JUICE PACKAGES WHERE THE CONTAINER'S TEXTURE, SKIN, AND COLOR LOOKS LIKE THE FRUIT THEY CONTAIN.

COCONUT WATER PACKAGING: AN INNOVATIVE PACKAGING FOR COCONUT WATER FROM THE DOMINICAN REPUBLIC.

COCA-COLA ORNAMENTS: BOTTLES THAT LOOK LIKE ORNAMENTS BY COCA-COLA.

RESEALABLE SODA CAN: CREATIVE PACKAGING CONCEPT THAT ALLOWS FOR A SODA CAN TO BE RESEALED.

MILK PACKAGING: CREATIVE MILK PACKAGING CONCEPT DESIGNED BY JULIEN DE REPENTIGNY AND G LEFEBVRE. "IT REPRESENTS THE CONTENT OF THE PRODUCT IN THE SIMPLEST WAY."

WILD BUNCH & CO JUICE: THE UNIQUE AND DISTINCTIVE BOTTLES WITH THE COLORFUL JUICE LOOKS BEAUTIFUL.

END OF PRESENTATION Reminders: Reporters for “Pricing

Strategy” topics, please prepare for your report next meeting.