Marketing lec 6-10 Flashcards
moving from products to brands
material utility/functional benefit vs symbol meaning/utility
brands as symbols
meaning from advertising/celebrity culture/popular culture
marketing
adding, maintaining and enhancing symbolic meaning
turning products into brands
source of comp adv
brand
-set of differentiating promises link product to customer
-sum of experiences created between consumers & company or product
-curious mix of function & emotion
-instant communication of what takes times and effort to explain
face of business strategy
-only exist in minds of consumers
-powerful enough to influence perceptions and transform product usage experience
importance of brands today
-permeates all aspects of all societies
-consumer perceive unique added values for brands to be relevant to lives
-brand signifies relationship
-add value in quality & emotional attachments they provide
-strong enough to influence taste perception (e.g. coke vs Pepsi)
-sufficiently important for backlash
9 aspects of a strong brand
- quality
- 1st in market
- unique positioning
- strong communication programme
- respect of/for consumers (other stakeholders)
- time and consistency
- authenticity
- respect env
- relationship with consumers
3 benefits of brands to consumers
- image
- risk reduction
- information efficiency
image benefit of branding
4 things
idea-final value
self realisation
self representation
identification
risk reduction benefit of branding
3 elements
brand = reduce risk of making wrong decision
-safety
-continuity
-trust
info efficiency benefit of branding
facilitate info processing
1. provenance
2. orientation
3. interpretation
4. recognition
brand equity
-aggregation of brand awareness and brand image
-differential effect that the brand name has on customer response to the product or its marketing
-can be positive and negative
e.g. Apple has high brand equity willing to pay more because it is apple
e.g. BP oil leak damage the brand equity
brand stretching
add it to your brand as you know your brand is so strong (brand/line extensions)
can create new products under the same brand because people know that brand
transfer the positive associations to the new products as well
e.g. Unilever and ben & Jerrys had to pay more for brand as it is well known
8 function of brands within companies
1-source of value
2-prefer strong = less risky
3-future profits, LT cash flows
4-differential adv between rivals
5-premium pricing (less price sensitive)
6-secure shelf space
7-source of loyalty, retention cheaper than acquire
8-brand stretching
building a brand
weak -> strong (trust increases)
risk reduction
differentiation
relevance
esteem
emotional bond
4 brand strategy decisions
- brand positioning (attribute/benefits/belief/value)
- brand name selection (protection)
- brand sponsorship (manufacturer/private/licensing/co branding)
- brand development (line ext/multi brand/new)
3 positioning in branding
- brand identity
- brand image
- brand perceptions
brand image
set of mental representations
cognitive and affective
person/group of persons hold towards brand
brand image vs brand identity
brand identity
true self of brand
based on vision aim and nature
included in document - defined what must stay and what is free to change
visual brand identity: name, logo, font type, symbols, colour, shape, product benefit descriptions e.g. coke - always coloured vs L’Oreal = lots of variation
brand identity prism
tool for analysing brand identities
looks at internal and external elements
functional vs symbolic brands
symbolic - focus on quality & reliability, create strong emotional connection
6 features of brand name
- easy recall
- consistent with positioning
- indicates benefits and characteristics
- distinctive
- meaningful
- protectable
-not already taken!
brand sponsorship
4 things
- manufacturer brand (make product under own brand name)
- private brand (link to retailing
- licensing (produce something then buy rights to use someone else’s brand on it)
- co-branding (2 brands come together for 1 product)
brand extensions
-use of establish brand names to enter new product categories/classes
-benefits of strong brand
types - vertical & horizontal
types of brand extensions
- vertical (same category)
-different price/quality point - horizontal (different category)
-existing introduces a new product in similar or completely new category
product category & brand name link
1. line extension
2. brand extension
3. multi brands
4. new brands