BMKT6111

Brand and
Marketing A

ROSEBANK COLLEGE
Who am I?

I have over 13
years industry
Marketing
Julian Maake.
experience (Telkom,
MTN, Cell C and
Multichoice).
Class Rules
• No Cell phones.

• No late coming.

• No noise making.

• Lets remember to respect each other.

• Submit assignment, take home exams

etc on time.
Prescribed Text
• Kotler, P. and Armstrong, G. 2021. Principles of Marketing. 18th ed. Harlow: Pearson Education
Limited.
Note: There is also prescribed material in the course outline
Module Purpose
• The purpose of this module is to introduce you to the fundamental building blocks of branding
and brand activation through the introduction of brand concept, the history and evolution of
branding and the nature and process of brand contact planning.
• Explain the concept of meaningful brand-building.
• Discuss the concepts of business, brand, and marketing strategies and how they work together
as a coherent whole.
• Discuss the basic framework and process for brand-building.
• Apply the various Intergrated Marketing Communication tools to engage customers an
communicate customer value.
• Explain the link between branding, sustainability, and globalisation.
Integrated Curriculum Engagement
(ICE)
Minimum number of ICE tasks to 4
complete
Weighting towards final mark 100%

Note: Counts 10%

Assessments
Assessment Test 1 Assignment 1 Examination
Weighting 30% 25% 35%

Duration 1 hours 10 hours 2 hours

Total Marks 60 100 120

Resources required N/A Additional research required N/A

Learning Units covered Falls within Formative 1 Falls within Formative 1 All
LU 1-2 LU 3,4,5.
 •LO1: Explain the
concept of a
Theme 1: The world of brands and
Explain
‘brand’.
branding

•LO2: Describe
what it means to
build a brand.
Describe

•LO3: Describe
the relationship
between brand
image and brand
Describe identity.
What is a brand?
A brand is the sum of how a
product or business is
perceived by those who
experience it—including
customers, investors,
employees, the media, and more.
Branding is the process of
shaping these perceptions.
A brand, then, is more than
just a company’s name, logo,
product, or price tag. It’s
more than the marketing and
advertising around these
things. A brand is the
consistent and
recognizable feeling that all
of these things evoke.
The fact that brands are
essentially intangible doesn’t
mean they aren’t extremely
valuable business assets. The
way a customer feels about a
business influences their
purchasing behavior, after all,
which directly impacts the
business’s bottom line.
What are the Elements of a Brand?
Brand Positioning
• Any comprehensive brand framework starts
with brand positioning. In positioning your
brand, you define its distinct location within
the competitive landscape—as well the place it
occupies in the minds of those you serve.
• Positioning begins by defining your brand
category (i.e., the industry or vertical you
operate in) so you can assess how your brand is
differentiated from other brands in the same
space. Fast and Efficient
• Are you a budget brand or a luxury brand? Are you
edgy or traditional? Indulgent or pragmatic?
Brand Architecture
• Brand architecture is the coordinated system of names, colors, symbols, and
visual language that defines the organizational structure of a brand or brands.

• Effective brand architecture is highly intentional, founded on research into

customer experience, and structured to articulate a brand’s key offerings in the
most intuitive way possible.

• Brand architecture systems are commonly categorized as either monolithic,

endorsed, or pluralistic. Monolithic brand architecture comprises a singular
master brand and multiple sub-brands. Endorsed and pluralistic architectures
comprise parent brands with varying relationships to the divisions over which
they preside.
Brand Compass (Purpose, Mission,
Vision, Values)

• Your brand compass is a summary of the most

fundamental truths about your brand. It’s an
invaluable tool for charting where your business
is headed and, more importantly, why.
• A brand compass is made up of five parts: your • We aspire to be a trusted partner helping
purpose, vision, mission, values, and strategic customers, their families, and their
objectives. businesses thrive and achieve their goals
through positive changes in financial
• Your purpose is the answer to the most
fundamental question your company faces: why?
behaviour
Why do you get out of bed in the morning to do
what you do (beyond making money)? • We are a values based organization, with
core values of pride, accountability,
innovation, Ubuntu and respect.
Brand Personality
• Brand personality is how your brand would look and sound if it were a person. Not unlike
people, each brand has unique collection of characteristics and behaviors that make it
relatable and identifiable.
• Its brand personality is what makes REI the rugged, adventurous outdoorsman, and Red Bull
the wild, adventuresome daredevil. Because these brands have cultivated engaging, consistent
personalities, the way they look, feel, and sound is instantly recognizable—across channels
and touchpoints.
• Your brand personality should be evident in everything from your corporate identity to your
brand story. It’s one of the most effective ways to create authentic connections with those
you serve.
•
Brand Promise
• Your brand promise is the solemn pledge you make to those you
serve. Few things in branding are quite as powerful as a strong
brand promise. Want proof? What’s the first thing that comes to
mind when think of a Volvo?
• If you said “safety” you’re in good company. The reason most people
immediately associate safety with Volvo is that it is the brand
promise the company has made to customers—and delivered on—for
decades.

• Your company brand promise can be communicated in many forms:

taglines, messaging, advertisements, social media, and beyond. It
can either be explicitly stated or implicitly suggested.

•
Value Proposition
• Your value proposition is your brand’s central or
overarching benefit to those it serves. A good value
proposition plainly explains how your brand meets the
unique needs of its target audience.

• Distinct from a tagline or slogan, which are generally

written to be catchy, recognizable hooks across
marketing and advertising initiatives, a value
proposition is a more straightforward declaration of
the ultimate value a customer can expect to receive
from your brand.
Competitive Advantage
• Your competitive advantage comprises the
things you do better than any other business.
• Defining a sustainable competitive advantage
is critical for any business looking to
establish competitive differentiation within
the market landscape. For most businesses, a
singular benefit like price or speed of VS
delivery will never be sustainable as a
competitive advantage.

• What competitive advantage does Coke have over

PEPSI?
Visual identity
• Your brand’s visual identity is the integrated
system of visual elements that make it recognizable
and differentiated. These include your
logo, color scheme, typography, photography,
iconography, etc.
• Strong visual identities embody all of the defining
elements of your brand, including your brand
compass, personality, promise, and positioning.
Which of the many types of logos you choose, for
example, should be informed by strategic insights
into how you want your brand to be perceived.
Verbal identity
• In contrast to its visual identity, your
brand’s verbal identity is the integrated
system of words and messaging that
differentiate your brand and make it
recognizable across channels and touchpoints.

• Your verbal identity includes things like

your brand name, tagline, brand voice, brand
story, brand messaging, and copywriting.
Brand Experience

Brand experience includes all the ways a customer can

experience your brand. How it looks, sounds, feels,
smells, and tastes. From your website and mobile
experience to your in-store and product experiences,
and everything in between.

Think of Apple. Every time a customer walks into an

Apple store or sees an Apple ad on TV, they are
transported to a minimalist world of design and
imagination. The company’s brand experience reliably
delivers on a creative yet intelligent style that
legions of loyal customers want to be associated
with.
Why invest in your brand?
• Attract ideal customers

• Increase marketing effectiveness

• Close more deals easily

• Command higger prices

• Boost business value

BMKT6111
Brand and
Marketing A

ROSEBANK COLLEGE

Lecturer 2
Recap
Top 10 Brands in SA
What Is The Difference Between Brand
Identity And Brand Image Building?
• These terms determine what the brand speaks about, and what is being heard by the customers.

• Although both these terms are two sides of the same coin and helpful to one another, they both
derive different meanings altogether.

• A Brand Identity, also known as the visual identity, confines all the visual aspects that you have
created to make your brand stand out, or make it unique in a market full of similar competitors of
the same niche.

• It contains the logo, style, colours, typography, accent, consistency in image formats and styles,
etc and anything else that helps the customer to differentiate your brand from the others.

• Brand identity is the message that you want to convey through your brand or product.

• The brand identity also comprises of the firm’s mission, vision, personalities and core values
Brand Identity (Cont)
• Brand identity is the brand’s voice, something that the brand is trying to say
and portray, and the key to building a strong identity is to maintain this same
tone throughout the marketing processes to have a unified presence

• In layman’s terms, your brand identity is who you are, what you do and how you do
it. It depicts your brand’s desires and what the reality is.

• They tend to prefer brands that share their beliefs and reflect their values. For
eg. A customer is prone to be attracted to a brand that believes in sustainable
development of the society, which can be conveyed only through the brand’s
identity messages.
What is a brand Image?
• A brand image is a feeling, or what the customers think about your brand.

• It is the complete perception of your brand to the consumer, or a basic impression of

your brand, which is created through brand messaging and brand awareness, and always
aligns with your brand identity to create the desired perspective of your brand.

• A brand image is developed over a certain period of time during which the customer
gets to experience and interact with your brand.

• Every brand works towards creating an optimistic and a strong image in the market.

• It ensures more customers, which essentially leads to more sales.

• A strong brand images ensures the customer chooses your brand over others, and
increases the brand awareness with the same.
Brand Image (Cont)
• Important role with maintaining brand loyalty for existing customers.

• A brand image is superficial in nature, as it relates only to the psychological

effect your brand has in the market due to successful branding and the appeal of
your brand identity.

• A major advantage of a strong brand image is the ease of introducing new

products.

• A brand image comprises of several brand associations such as features,

attributes, quality, performance, services and support facilities.

• Tt can further be enhanced through advertisements, word of mouth, sales

promotions, packaging, bundling, etc.
What is brand image building?
• Brand image building is something that firm’s focus on more and more today. It
involves a complete holistic approach that involves PR, advertising, digital
marketing, etc.

• Brands that endorse celebrities find it beneficial to work on brand image

building as those celebrities have a mass following, and it reflects in the sales
of the product as well.

• The brand image building process involves identifying the target audience,
establishing brand objectives, reflect with relevant messages and create a
persona for yourself that is easily identifiable in the market.
CONCLUSION
• Brand identity is how the brand wants to portray itself to the potential target
customers as well as existing ones.

VS

The brand image is basically how the brand is perceived by your target and
potential group.
Chapter 1 - Marketing: Managing
profitable customer relationships
What is Marketing
• Marketing – The process by which companies create value for customers and build
strong customer relationship in order to capture value from customers in return.
Marketing Process

Capture value
Understand Construct a Build
Design from
the market marketing profitable
customer customers to
place and program that relationships
driven create
customer delivers that create profits an
needs and marketing superior customer
strategy customer
wants value delight
quality
Understanding the marketplace and
customer needs
• Needs – states of felt deprivation

• Wants – The form human needs take as shaped by culture and individual personality

• Demands – Human wants that are backed by buying power

• Marketing offer – some combination of products, services, information, or

experiences offered to a market to satisfy a need and want.

• Exchange – the act of obtaining a desired object from someone by offering

something in return

• Market – The set of actual and potential buyers of a product or service

Designing a customer driven
marketing strategy
• Which customers to serve?

• Dividing the market into segments

• Selecting a target market

• Demarketing – Marketing to reduce demand. Examples?

• Production Concept – The ideat that customers will favour products that are available
and highly affordable

• Value proposition – Porshe targets affluent buyers with promises of driving

excitement.
• Product concept – customers will favour products that the best quality
• Selling concept – customers will not buy enough of the firms products unless it
undertakes a large scale selling and promotion effort.
• Marketing Concept – archieving organizational goals depends on knowing the needs and
wants of target markets and deriviong desired customer satisfaction
• Societal marketing concept – company should make good marketing decisions considering
wants and customers long term interest.
Building Marketing Plan
Building customer relationships
• Customer Relationship Management (CRM) – The overall process of building an
maintaining and building profitable customer relationships by delivering superior
customer value and satisfaction.
• Customer perceived value – the difference between total cutomer value and total
customer cost
• Customer satisfaction – the extent to which a product’s perceived performance matches
a buyers expectations.

NB –Building long term relationships

• Partner relationship management –working closely with partners in other company

departments and outside the company to jointly bring greater value to customers.
Capturing value from customers
• Customer lifetime value – the value of the entire stream of purchases that the
customer would make over a lifetime of patronage.

• Share of customer – the portion of the customers purchasing that a company gets
in its product categories.

• Customer Equilty - the total combined customer lifetime values of all the
company’s customers.
The new Marketing Landscape
• Digital Age

• Intenet

• Ethics and social responsibility

• The Growth of not for profit marketing

Putting it all together
Chapter 5: Buyer Decision Markets and
Buyer Behaviour
Consumer behaviour vs Consumer
Market
• Consumer behaviour – The buying behaviour of final consumers – individuals and
households who buy goods and services for personal consumption.

• Consumer market – All the individuals and households who buy or acquire goods and
services for personal consumption.
Model of buying behaviour
Marketing and other
stimuli
Marketing
Price Buyer responses
Product
Product choices
Place Buyers black
Promotion box Brand choice
Buyer characteristics Dealer choice
Other
Buyer decision process
Economic Purchase timing
Technological
Political
Purchase amount
Cultural
Characteristics affecting consumer
behaviour
•Culture

CULTURE Subtotal
Social class

•Reference group

Societal Family
Roles and status

•Age and lifecycle stages

Personal Occupation
Economic situation
Lifestyle
Personality and self concept

•Motivation

Psychological
•Perception
•Learning
•Beliefs and attitude

Buyer
Maslow hierarchy of needs

Self actualization
Needs
Self development and realization

Esteem needs (self esteem, recognition,

status)

Social needs (security, protection)

Safety needs (security protection)

Psychological needs (hunger, thirst)

 Type of buying decision behavior
High involvement Low involvement

Complex buying behaviour Variety seeking buying

Significance behavior
between
brands

Dissonance reducing buying Habitual buying behaviour

Few behaviour
differences
between
brands
The buying decision Process

Evaluation Post-
Information Purchase
Need recognition of purchase
search decision
alternatives behaviour