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MANAGEMENT

LO1 - What is a brand

SYLVIA VONDRÁČKOVÁ, M.B.A.

Lesson Objectives

1. What is the concept of a brand?
2. What are the benefits of brands to the companies who
manufacture them, the retailers who sell them, and the
consumers who buy them?
3. Some examples of strong brands?
4. The past and present challenges faced by brands?

Chapter Objectives

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What can be branded?

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What can be branded?
• Can Everything Be Branded?
 Physical Goods
Business-to-Business Products
High-Tech Products
 Services
 Retailers and Distributors
 Online Products and Services
 People and Organizations
 Sports, Arts, and Entertainment
 Geographic Locations
 Ideas and Causes

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Why brand anyway?
 the rise of private labels
 media fragmentation
 pressure for short-term results
 shifting consumer preferences
 technological advancements that level the
product feature playing field

Lesson Overview

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all of us.Why brand anyway? • In our increasingly complex world. 1-6 . face more choices with less time to make them. as individuals and as business managers.

and  set expectations .Why brand anyway? • A strong brand can:  simplify consumer decision making.  reduce risk. 1-7 .

Consumers often don’t buy products. A company’s management of a brand is typically the determining factor in the ultimate success or failure of the brand. Brands have differentiating features that distinguish them from competitors and add value for consumers. 1-8 . 2. 3. they buy the images associated with products.Why brand anyway? 1.

Branding 1-9 .

What is a Brand? What is a Brand? 1-10 .

What is a Brand? • Branding has been around for centuries as a means to distinguish the goods of one producer from those of another. What is a Brand? 1-11 .

What is a Brand?  The word brand is derived from the Old Norse word brandr. What is a Brand? 1-12 . which means “to burn”. as brands were and still are the means by which owners of livestock mark their animals to identify them.

LO1 What is a Brand? • Perhaps the most distinctive skill of professional marketers is their ability to: What is a Brand? 1-13 .

What is a Brand? 1-14 .LO1 What is a Brand? • Perhaps the most distinctive skill of professional marketers is their ability to: • the brands of their products.

term.” What is a Brand? 1-15 . sign. a brand is a “name. symbol. or a combination of them.LO1 What is a Brand? • According to the American Marketing Association (AMA). intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition. or design.

LO1 What is a Brand? What is a Brand? 1-16 .

or simply the result of clever advertising.LO1 What is a Brand? • A brand is much more than a logo. What is a Brand? 1-17 . a sign or device.  It helps to communicate value and create and deliver that value. a symbol.

publishing as Prentice Hall 1-18 . term. or design.”  [American Marketing Association (AMA)] P.Key Definition: These different components of a brand that identify and differentiate it are brand elements. or a combination of them. Inc. XXX What is a Brand? Copyright © 2012 Pearson Education. intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition. sign. symbol. • Brand  “A name.

LO1 What is a Brand? Choosing Brand Elements: The 7 most common brand elements What is a Brand? 1-19 .

or design. symbol. that identifies the maker or seller of a product or service. sign. or a combination of these.What is a Brand? • A brand is a name.  Kotler and Armstrong What is a Brand? 1-20 . term.

What is a Brand? • A different angle may be: "A brand is a collection of perceptions in the mind of the consumer.” What is a Brand? 1-21 .

What is a Brand? Some Key Points What is a Brand? 1-22 .

often overlooked: "Keep your promises. Not a secret.Key Definition: • Brand  “A brand isn’t just what you say—it’s what you do." ”  [Seth Godin] What is a Brand? 1-23 .”  “The simple first rule of branding and marketing anything (even yourself).

a reflection of the entrepreneur's body. It’s your word.Key Definition (Additional): • Brand  “A true brand is a promise. mind and spirit.”  [Robert Kiyosaki] What is a Brand? 1-24 .

What is a Brand? What is a Brand? 1-25 .

What is a Brand? •“A brand is the most valuable real-estate in the world.” What is a Brand? 1-26 . a corner of the consumer's mind.

Question To Students • What brands do you tend to purchase consistently? Why? Question to Students 1-27 .

Launching a Brand • Name  Brand Name or Product Name?  Danger of Descriptive Name  Taking the Copy phenomenon into account  Taking Time into account  Thinking Internationally  Defining the Brand’s Platform: Why must this brand exist? Or what would consumer be missing if the brand didn’t exist? Stand Point. From where does the brand speak? What is a Brand? 1-28 .

Launching a Brand What is a Brand? 1-29 .

in which product category? • Typical Products or Actions  Which product and actions best embody. best exemplify the brand’s values and vision • Style and Language  What are the brand’s stylistic idiosyncrasies? • Reflection  Whom are we addressing? What image do we want to render of the clients themselves? What is a Brand? 1-30 .Launching a Brand • Vision  What is the brand vision of the product category? • Mission  What specific mission does the brand want to carry out in its market? • Know-how  What is the brand specific know how? • Territory  Where can the brand legitimately carry out its mission.

Brand Name Strategies .

Brand names • There are a variety of brand name strategies: What is a Brand? 1-32 .

Brainstorm •: Can you come up with brand names for the different categories? What is a Brand? 1-33 .Brand names .

and Club Room brands.  Some companies use their names for essentially all their products.g. Macy’s has its own Alfani. General Electric and Samsung. Charter Club. INC.. Pampers.  Retailers create their own brands based on their store name or some other means. Procter & Gamble’s Tide. e.  Other manufacturers assign new products individual brand names that are unrelated to the company name.g.. e..g. e. What is a Brand? 1-34 .Brand names • There are a variety of brand name strategies. Iams. and Pantene brands.

Brand names • Brand names themselves come in many different forms. Esteé Lauder cosmetics. Porsche cars. Apple computers and mobiles.g.. and Greyhound buses  And “others” e. Shell petrol. What is a Brand? 1-35 . Mustang cars.g... and British Airways  On animals or birds e. and Orville Redenbacher popcorn  On places e.  There are brand names based on people’s names e.g. Dove soap.g. Chevrolet Tahoe SUV. and Carnation evaporated milk. Sante Fe cologne..

g. DieHard car batteries.. Lean Cuisine. and Ticketron • Or suggesting important attributes or benefits  e. and Beautyrest mattresses What is a Brand? 1-36 . Mop & Glo floor cleaner. JustJuice.g..Brand names • Some brand names use words with inherent product meaning  e.

or prestigious. What is a Brand? 1-37 .g..Brand names • Other names are made up and include prefixes and suffixes that sound scientific. e. Intel microprocessors. Lexus cars. and Compaq computers. natural.

Brand names • Brand Names:  Help consumers identify products that might benefit them.  Help the seller to segment markets.  Provide legal protection for unique product features.  Say something about product quality and consistency.  Become the basis on which a whole story can be built about a product.  Kotler and Armstrong What is a Brand? 1-38 .

The Brand-Naming Process What is a Brand? 1-39 .

What do brands mean to you? 2. What are your favorite brands and why? • Check to see how your perceptions of brands might differ from those of others. Discussion Question 1-40 .Discussion Question 1 1.

The Branding Iceberg What is a Brand? 1-41 .

What is a Brand? A Brand Is: What is a Brand? 1-42 .

What is a Brand? •Brand Facets: Positioning Proposition Personality Values What is a Brand? 1-43 .

What is a Brand? What is a Brand? 1-44 .

Benefits of branding What is a Brand? 1-45 .

What is a Brand? (Additional) • Brand Architecture What is a Brand? 1-46 .

LO1 What is a Brand? (Additional) Branding Strategies Brand Brand No No Brand Brand Manufacturer’s Manufacturer’s Private Private Brand Brand Brand Brand Individual Individual Family Family Combi- Combi.Individual Individual Family Family Combi- Combi- Brand Brand Brand Brand nation nation Brand Brand Brand Brand nation nation What is a Brand? 1-47 .

LO1 What is a Brand? (Additional) Strategic Brand Decisions What is a Brand? Covered later in the course. 1-48 .

Marketing Communications What is a Brand? Essex. Joeri Van den 2000.LO1 Basic Brand Strategies (Additional) National Internatio Internatio nal nal Category Existing New One Existi Line Brand Global brand ng exte exte branding nsio Corporate nsio n brandingn New Multi. England: Pearson Education Ltd. New Local brands brands branding Two Endorsement Ingredient branding brands Source: Pelsmacker. PatrickCo-branding De.. Maggie and Bergh. 1-49 . Geuens. p40.

What is a Brand? 1-50 . forms.  Combination of two or • Brand extensions more brands  Brand names • New brands extended to new product categories • Covered later in the course.LO1 What is a Brand? (Additional) Brand Strategy Decisions • Line extensions • Multibrands  Existing brand to new  Flanker brands sizes. flavors • Co-branding etc.

What do you do to “brand” yourself? 1-51 . Can you think of yourself as a brand? 2.1.

Discussion Question 1-52 . “Your brand is what people say about you when you are not in the room.”  The best way to market yourself is to build your brand.Branding yourself • Jeff Bezos. once said. the founder of Amazon.

once said. the founder of Amazon. Discussion Question 1-53 . “Your brand is what people say about you when you are not in the room.Branding yourself • Jeff Bezos.”  The best way to market yourself is to build your brand.