Branding Flashcards
branding is
the idea or image of a specific product or service that consumers connect with, by identifying the name, logo, slogan, or design of the company who owns the idea or image
branding is a promise
to your customers - what they can expect from your products and services, and it differentiates your offering from your competitors
Essential questions to branding
What is your brand identity?
What does your brand mean?
What is your consumer’s response to the brand?
How can the brand relationship be formed and extended in long term?
Added value intrinsic to brand equity frequently comes in
the from of perceived quality or emotional attachments
brand strategy is
how, where, what, when and to whom you plan on communicating and delivering on your brand messages
Consistent, strategic branding leads to
a string brand quality, which means the added value brought to your company’s or services that allows you to charge more for your brand than what identical, unbranded products command
Example: Coke vs a generic soda
Branding strategy - purpose
ü Understand the purpose of the organization
ü How will out products help solve our costumer’s problems ü Customers tend to foster a stringer connection to a brand with a greater purpose other than making a profit
Example: apple’s vision is to bring the best user experience to its customers and not just sell electronics and computer software
Branding strategy - consistency
Do the activities align with the image being presented to the world?
The business should present a consistent, familiar identity to its customers
A cohesive message on social media can be sent and none of the messages should confuse the audience
Consistently =
logo, font sizes, colors, imagery, the style of language. This makes it easier for costumers to recognize the brand
- Observing the guidelines can help
reinforce the brand’s messages and objectives to all the company’s stakeholders
Some companies use a style quite
- which editorial voice to use of the company logo online, color scheme, as well as how to position its product and services
Branding strategy - emotion
- Humans possess in innate desire to build relationships
- A business touch the emotions of its target market by finding a way to relate on deeper level
For example: Apple recognizes its customer’s need to be social and belong too a “group” and uses such a need in its branding strategy
Branding strategy - emotion
Apple uses emotions to
build long-term relationships with costumers, which explains why customers are willing to wait fro days and line up fro hours to get the latest iPhone
The company also fosters a community where its customers can share ideas, ask questions, and get updates on the latest products that it is working on
Branding strategy - employee involvement
- Employees are an important part of the branding process
- A representative of the company’s identity well-versed in the proper handling of communications with customers
- Tactic: Educate them o n brand identity with training sessions and workshops
- Another way to encourage employee involvement in the branding process is to offer practical resources and tools that the staff can use to create emotional content that will be distributed to current and potential customers
Brand: communities of users
• When you buy a brand, you buy into a community of other users who share their love and trust of the brand with each other
Example: Mercedes - Benz is a different community from BMW, as Apple is from Samsung
Nike is a community of athletes, while Harley Davidson is a blood brotherhood of bikers
Importance of branding
v It makes people aware of your unique selling proposition
v Its helps people to recognize and trust you v Familiar with your product v It helps drive sales / repeat business v Confirm credibility v Motivates buyer v Connect target preselects emotionally
There are 5 main types of brands:
- Master brands
- Prestige brands
- Global brands
- Tribal brands
- Super brands
Master brand
They have a strong display and aspirational values-social, luxury, ego
Consumer’s relationship with the brand are based on a combination of:
- Authority (trust and innovation) - Approval (acceptability) - Identification (bonding and nostalgia)
The success of the master brand depends upon:
- The success of the single, large brand (the consumer perception of this brand)
- The company’s maintenance of a constant quality and brand strategy across all its products and brands
Using the master brand strategy helps on the following ways:
- Brand awareness is increased
- Customer communication in the form of feedback Is made more efficient
- The marketing costs ideally needed to establish the brand identity is reduced
- Merger of brands, whenever necessary is made easy
Prestige brands
offer the best quality in their class, the notion of quality being rooted in cultural myth about quality
Consumer’s affinity with this type of brand is based on:
• Authority (trust and innovation)
Approval (prestige and endorsement)
Global brands
These are brands which are often perceived as local offerings, although they are marketed globally
Usually compromises of categories such as food, household products, and personal care - with weak display value
Affinity with this brand is based on
- Authority (Trust and innovation) - Heritage (nostalgia)
Building brands without borders
Flexible branding strategies
Germany: Mecces France: McDo USA: Mickey D’S Australia: Maccas Mexico: McDona’s Japan: Makku Scotland: McD’s
Tribal brands
These are brands with a strong display value, that provide an individualistic alternative to other current brands
They are most attractive to younger, more sophisticated western and Asian consumers - especially in fashion oriented categories
A brand tribe is a group of people who are linked by a shared belief around a brand. Its members are not simple consumers, they are also believers and promoters
Tribal brands rely on:
- Anticipation of usage - Social (or depersonalized) attraction to others who use the service or product - Commitment - Loyalty - Trust
Tribal brands rely on:
- Anticipation of usage
- Social (or depersonalized) attraction to others who use the service or product
- Commitment
- Loyalty
- Trust
Super bands
A brand that has been around fro a long number of years and has survives the upheavals of a tumultuous marketplace
A brand that has very large volumes that makes it to the top-of-the-pops chart in every consumer home
A brand that is very profitable
A brand that is a consumer favorite
Marketing goals
Create awareness
A gage customers
Design promotional activities
