katho branding101_introduction, key terms, definitions

Branding 101Introduction

@ana_adi | www.anaadi.net

http://www.anaadi.net


Branding in action

Go to the store. Check handout. See you in 30 minutes!




What is your definition for a brand?




Some definitionsA brand is a name that is given to a particular product/service/range of products/services.

A brand is the embodiment of customer goodwill accumulated during the lifetime of a service or product. It is a sustained effort by the company to encourage people to see its brand in the light in which it portrays it.

A brand is name, symbol, logo, design or image, or any combination of these which is designed to identify the product or service.

(Kotler et al, 2009: 425)




More terms:

Brand identity – what the company wants it to be (diffused through everything a company does: every available marketing mix – from staff behavior, brochures, catalogues, reports, packaging, company stationery, business cards, company décor)

Brand image – how the consumers actually see it.

Brand promise – the marketer’s vision of what the brand must be and do for consumers.




Open your backpack or bag. Pick up two things from it. Identify the brand.

Describe: the brand identity, brand image and brand promise of the product you chose.




In your opinion, what is the role of a brand?




Brand roles

For Consumers

Signal a certain level of quality

Facilitate purchase

Reduce perceived risk in the purchase situation

Reduce the time needed to shop

For Companies

Offer legal protection

Create greater customer loyalty (predictability, security of demand, less vulnerability to competition)

Hard to copy

Secure a competitive advantage

Attract higher-quality employees




Brand roles

Functional/ rational/ tangible what the service/product actually offers

OR

Symbolic/ emotional/ intangible what the product/service means to the consumer




Think of yourself as a brand.

Describe your brand identity. Draft a logo and slogan.




Brand names

Memorable

Likeable

TransferableMeaningful

Adaptable

Protectable

BUILD DEFEND




Give an example of:

an individual brand

a blanket brand

a family of products

a brand that associates the corporate name with a product name




More terms:

Brand contact – any information bearing experience, whether positive or negative, which a customer has with the brand

Brand touch points - methods by which a consumer can make contact with a brand




More terms:

Brand equity – evaluating/understanding the consumers’ brand knowledge (includes thoughts, feelings, images, experiences, beliefs and more than become associated with the brand)

- slogans & tag lines extremely efficient means to build brand equity (they are hooks as well as summaries of what the brand wants to be about)




katho branding101_introduction, key terms, definitions

Education