Brand vs. Products A product is anything we can offer to a
market for attention, acquisition, use or consumption that might
satisfy a need or a want. Physical goods: food, shoes, clothes, car
Services: insurance, banking, education Retail outlet: stores
Person: political figure, entertainer, athlete Place: hotel, city,
country Idea: views, ideals
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Product Person: Athlete
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Before you know what a brand is You have to know what a brand
isnt. A brand is not a logo.
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A brand is not what you say it is
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Its what they say it is.
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But you help set the stage for what they believe about
you.
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A brand is a persons gut feeling about a product, service or
company. Its a GUT FEELING because were all emotional, intuitive
beings, despite our best efforts to be rational. Its a PERSONs gut
feeling, because the brand is defined by the individual, not by
companies, markets or the so-called general public.
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The Brand Tiger Woods Once Tiger is no longer playing golf, he
will still have the Tiger Woods brand; he goes beyond being just a
product.
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Brand management is the management of differences, not as they
exist on data sheets, but as they exist in the minds of people.
Being different is good!
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4 Questions to Help Define a Brand 1. Who are you? 2. What do
you do? 3. Why does it matter? 4. What makes you different?
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The Brand Who is he? What does he do? Why does it matter? What
makes him different?
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What is Georgetown College Student Life? People trying to
regulate what happens on campus What does Georgetown College
Student Life do? Attempt to make college experience pleasurable
Promote involvement on campus Enforce rules Help build
relationships Encourage positive activities on campus Why does it
matter? If people dont like going to school here, they wont come
back Direct link between students and admin Control what happens on
campus Keep students safe For benefit of the students What makes
Georgetown College Student Life different? More readily available
and acquainted with students; approachable; laid back Everyone has
to live on campus Try to be part of the campus culture
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What do brands tell consumers? Identification of the source of
the product Assignment of responsibility to product maker Risk
reducer Promise, bond or pact with maker of product Symbol of
quality
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Brand Equity Brand equity is a company or products reputation
in the marketplace. Trust translates to brand loyalty, increasing a
brands equity.
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Brand Guidelines/Standards: tell others how to appropriately
represent a brand through logo usage, tone of writing, colors and
other important elements to ensure cohesive brand representation.
Brand Guidelines
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I understand youre the best student.
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What does the acronym IMC stand for? Pop Quiz
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What communication mediums can be used in an IMC campaign? Pop
Quiz
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What are some of the recommendations your readings this week
made for executing a successful IMC campaign? Pop Quiz
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Integrated Marketing Communications (IMC) a planning process
designed to assure that all brand contacts received by a customer
or prospect for a product, service, or organization are relevant to
that person and consistent over time. American Marketing
Association (AMA) What does that mean? All mediums being used are
sharing the same message.
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Components of IMC: Public relations Sales promotion Direct
marketing Digital- Internet, social media, email Guerrilla
marketing Advertising
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My favorite example:
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Marketing Marketing is the bigger picture plan of how an
organization will sell or promote their products/services.
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I am the best student!
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Trust me hes the best student.
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Im the best student!
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Sales Promotion Incentivizes or motivates you to make a
purchase or take a certain action Often comes in the form of:
Coupons Rebates Samples Contests BOGO offers
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Direct Marketing Often takes the form of: Direct mail Catalogs
Infomercials Telemarketing
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Internet Often looks like: Search Engine Marketing (SEM)
Paid/Promoted Posts Partnerships with like-minded
organizations
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Viral Marketing Often looks like: Videos Audio Interactive
games Text messages
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Guerrilla Marketing Often done on surfaces such as: Sidewalks
Walls Vehicles Bathroom stalls
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Why is IMC Important? We all approach our consumption of media
differently. Differences in messages lead to brand distrust. Smart
use of marketing dollars.