branding - semester 2 Flashcards
what is a brand?
“A name, term, sign, symbol, or design, or a combination of these, that identifies the products or services of one seller or group of sellers and differentiates them from those of competitors
what is a manufacture brand?
Manufacture brand – this is a type of brand that most people assume to be a brand such as coca cola, Toyata, Disney & walkers crisps (brand that produces and manufactures the product) they need a strong brand because theyre not there when consumers make purchases and therefore cant convince you to buy their products so need strong brand image
what is a distributor/own label brand?
- Own label brands- supermarket own products- low prices- originally things like ASDA price, Tesco value- now affluent supermarkets created their own brand, such as waitrose and more recently tesco who now have Tesco value & Tesco finest/sainsburys basics & sainsburys taste the difference- own brands used to mean cheap but now they range at different levels of price- supermarkets make more profit from own brand goods so they push them more thn manufacture brands. Example is Heinz beans. Tesco will sell these but also sell tesco brand beans which therefore increases the competition and increases profits
what is a generic brand?
- Gebneric brand
No empahais on brand
Tend to have generic product name
For example gin or whisky, no emphasis on who sells that gin or whisky
Consumers buy these products because they are cheap
Manufacturers don’t have to invest in branding which is why they can sell these goods cheaper
why is branding important?
Is brand is reliable and trustwprthy it creates assurenace thayt prouct will be good
For example youd chose fairy liquid over and unbranded product because you kow its hogh quality/reliable
Another example is that you would invest £1k in Barclays then invest £1k in a place youve never heard of before
If the unknown bank offered more interest on investment youd still chose Barclays because you know its reliable
customer benefits to branding
Trust, reassurance,
reduced risk
Indicators of quality
Increased speed of decision making
business benefits to branding
Develop customer trust and loyalty
Enables premium pricing
Differentiation from competitor offerings
what is customer based brand equity?
This is refers to the extent people are willing to buy your goods and the price their willing to pay
what is positive brand equity?
People pay more for the product/more likely to buy it
e.g coke and prada handbags
what is negative brand equity?
People less likley to buy product and not willing to pay a lot of money for it
e.g burberry was seen as chav wear and people didn’t want to be assosaited with this
skoda was known as a poor brand with rubbish cars so nobody wanted one
why do people spend more on products?
relevance differenciation knowledge esteem if we produce these 4 elements we will produce positive brand equity
what does brand identity consist of?
Brand name Packaging and logo Tagline and labelling aestectics of product Tone of voice they use in advertisng
what is brand identity?
brand identity is what a brand puts out to make consumers aware
Brand positioning is how consumers see the brand
what is Young and Rubicam’s Brand Asset Valuator?
measures brand strength according to; differentiation knowledge relevance esteem
what imortant with regards to brand name?
Evoke positive associations • Easy to pronounce • Memorable • Suggest product benefits • Distinctive • Transferable • New considerations: Is it web friendly?
importance of packaging and labelling?
Protect product • Keep product ready for use • Dispense product • Provide information • Make product attractive • Make product use convenient • Promotional tool • Differentiate product
what imortant with regards to brand name?
- Evoke positive assosations
- Is it easy to pronounce
- Is it easy to remember
- Suggested of product benefits – brand name is relevant to what the brand does (lego means play good and lego want people to play with their products)
- Distinctive – hagen das name sounds elegant but its snot. The branding wanted it to look like a luxury product
- Transferable – transferable to different countries
- Is it web friendly? If you google brand, will you find it straight away?
importance of packaging and labelling?
- Protect product – keeping products fresh for consumer
- Dispence product – more effiecnt – coca cola have fridge packs so you don’t need to empty cans out of packaging
- Provide information
- Make it look good for consumers so they want it – make it look good for shelves – make it look good for homes
- Use packaging as promotional tool
- Use packaging to differenciate
2 successful example of packaging and labelling?
Coke used packaging as a promotional tool with the names on labels, people shared on social media- success
Pringles is a good example as they made tubes for their crisps instead and changed the way people ate them which was unique and made Pringles successful
Legal & ethical issues- what needs to be included in packaging?
- Price per unit
- Ingrediants
- Nutrional information
- Warnings and allergy information
- Best before
- How to dispose
why do companies trademark?
to protect brand identity
what do companies trademark?
- Smell
- Sound
- Product shape
- Packaging
- Brand names
- Logo
what is brand positioning?
Relates to the space your brand occupies in the mind
of the consumer
what is attributes? (brand postioning)
Attributes- what are features of product
what is benefits? (brand postioning)
Benefits – what will product do for me
what is beleifs and values? (brand postioning)
beliefs and value- what does brand actually stand for?
pampers baby nappies example of brand postioning?
Attributes (features can be esily copied so less deseriable element) - absorbtion layer
Benefits- baby stays dryer for longer
Beliefs and values (most desierable, makes it harder for other companies to occupy same spaced as the brand) – supporting parents as baby grows
what is Jobber & Ellis-Chadwick’s (2013) Brand Positioning Model?
brand domain brand values brand reflection brand personality brand heritage brand assets
what is brand domain
Brand domain
Where is brand competing?
What is the brand?
Whos it for?
For example graze boxes domain is for busy office people who want to eat well at work
Kellogs bars are low calorie bars for people on diet
what is brand values
Brand assets
What makes brand distinct from competitors?
It could be..
USP – kitkat has unique snapping chocolate fingers
Disntinct packaging – tolblerones shape
Well known logo- Cadburys
Tagline- im loving it- mcdoanlds
what is brand reflection
Brand reflection What does purchasing this brand say about me? Waitrose- affluent Rolex- rich Toyota pruis- efficient
what is brand personality
brand personality
if your brand was a person who would it be?
Barclays would be reliable, punctual, approachable, but serious
Virgin – fun and cheeky brand
what is brand heritage
brand heritage brand background/history nados- proteguese audi- german fairy- been around for 50 years
what is brand assets
Brand assets
What makes brand distinct from competitors?
It could be..
USP – kitkat has unique snapping chocolate fingers
Disntinct packaging – tolblerones shape
Well known logo- Cadburys
Tagline- im loving it- mcdoanlds
what are brand archetypes?
starting points for brand personality building
examples of brand archetypes?
the innocent
refered to as purity, goodness, simplicity, optimistic, honest, enthusiastic, full of wonder
these brands have association with cleaniness and health (food/beauty products)
advertsiments communicate innonce being straight forward
risk: if company does negative things, it contradicts innocent way
what is the everyman?
the everyman
brand is like majority of people
e.g kitkat-empahsis is everyone needs a break- everyone agrees with this
ikea is accessible to everyone and appeals to consumers at human levels
phycological emphasis is that everyone wants to fit in
what is the jester?
jester
enjoyment, payful and entertsaining
common in snack food items
entertains instead of informs in advertisements
e.g skittles with their funny adverts
only used for easily explained products, ones that aren’t complex
what is the explorer?
exploerer
adventure, discovery, ecitment
opposite of everyman
exploer focus on places we want to go to/things we want to do
phycological emphasis is that everyone wants to stand out
lifestyled focus
northface is a example
what is the outlaw?
the outlaw
controversial, outrageous, radical
need to be different, similar to explorer
advertisements are sometimes offensive, but need to be as they want to appeal to only a certin target market
good way to differenciate as not many businesses postion themelf as an outlaw
cant please everyone
