Brands and Branding

Chapter 10-11 Kotler Keller

and Integrations by the Teacher

S.Pattuglia
Advanced Marketing a.y. 2017-2018
Nov. 29th and Dec. 4th
First Part

S.Pattuglia Nov. 2017

 THE INNOVATIVE MARKETING
2

Figura 6 – Il marketing innovativo

Co-
Co-Marketing
HIGH TECH HIGH TOUCH.
Marketing Mix INTEGRATED MARKETING
ACTIO COMMUNICATION. THE BRAND RE-
Azioni
NS JUVENATION. THE CASE OF FIAT
500
Event Event SHO LONG
Selling
Breve Lungo
Planning BrandBrand
Management
management RT
termine TERM termine Management
Management
TERM ANALYSIS
THE CASE OF FERRAGAMO. Analisi

EVENT MANAGEMENT, SELLING, BRANDING

Targeting GENERATIONAL COHORTS. THE CASE
“MAPPING THE EXPERIENCE”: OF APPLE
TOUCH POINTS, CUSTOMER C.CRM
R. M.

JOURNEY AND CUSTOMER CRM AND TOTAL

EXPERIENCE RELATIONSHIPS
MARKETING
S.Pattuglia - 27 11 2017
 Developing a Brand Positioning
3

Positioning
The act of designing a company’s offering and
image to occupy a distinctive place in the
minds of the target market
Value proposition

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 SOME Exs. Value proposition
4

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 Competitive Frame of Reference
5

Competitive frame of reference

Defines which other brands a brand competes
with and which should thus be the focus of
competitive analysis
Identifying and analyzing competitors

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 Competitive Frame of Reference
6
(KSF)

E=EXCELLENT G=GOOD F=FAIR P=POOR

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 Points-of-Difference (PODS)
7
and Points-of-Parity (POPS)
Points-of-difference (PODs)Attributes/benefits
that consumers strongly associate with a brand,
positively evaluate, and believe they could not find
to the same extent with a competitive brand

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 POINTS OF DIFFERENCE criteria
8

Desirable

Deliverable

Differentiating

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Points-of-Difference and
Points-of-Parity
9

Points-of-parity (POPs)
Attribute/benefit associations that are not
necessarily unique to the brand but may in fact be
shared with other brands

S.Pattuglia Nov. 2017

 Points-of-Difference
10
and Points-of-Parity
Choosing specific points
of parity and poins of dif-
ference
Competitive advantage
Means of differentiation
Perceptual map
Emotional branding

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 Brand mantras
11

Communicate
Simplify
Inspire
A brand mantra is a three- to five-word articulation of the heart and soul of the
brand and is closely related to other branding concepts like “brand essence”
and “core brand promise.”

S.Pattuglia Nov. 2017

Establishing a Brand Positioning
12

Communicating category membership

Announcing category benefits

Comparing to exemplars

Relying on product descriptor

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 Brand-positioning bull’s-eye.
13
Ex.Starbucks

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Communicating points of parity and
points of difference
14

Negatively correlated attributes/benefits

Low price vs. high quality

Taste vs. low calories
Powerful vs. safe
Ubiquitous vs. exclusive
Varied vs. simple

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 Monitoring Competition
15

Variables in assessing
potential competitors
Share of market
Share of mind
Share of heart

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Alternative Approaches to
Positioning
16

Brand narratives and storytelling

Setting
Cast
Narrative arc
Language
Cultural branding

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 Positioning/Branding
17
for A Small Business
1. Find compelling product 5. Create buzz and a loyal
performance advantage brand community
2. Focus on building one 6. Employ a well-integrated
or two strong brands set of brand elements
based on one or two
7. Leverage as many
key associations
secondary associations as
3. Encourage product trial possible
in any way possible
8. Creatively conduct low-
4. Develop cohesive digital cost marketing research
strategy to make the
brand “bigger and
better”
S.Pattuglia Nov. 2017
 Creating Brand Equity
18

Chapter 11 and integration

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 How Does Branding Work?
19

American Marketing Association

A brand is “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”
Tangible and intangible features of the BRAND
that is “INTANGIBLE ASSETS OF A FIRM”

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 The role of brands 1
20

Brands’ role for consumers

Set and fulfill expectations

Reduce risk
Simplify decision making
Take on personal meaning
Become part of identity

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 The role of brands 2
21

Brands’ role for firms

Simplify product handling

Organize inventory & accounting
Offer legal protection
Create brand loyalty
Secure competitive advantage

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 The Scope of Branding
22

Branding
The process of
endowing products
and services with the
power of a brand

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