MidTerm - Branding to Appeals Flashcards
Branding
name, term, sign, symbol, combo –ids goods/services of seller/differentiates from competition
Brand characteristics (PUQS)
personality
uniqueness
quality assurance
set of values
Brand name/logo/trademark
B. name - spoken aspect
B. logo - symbol - creates image
trademark - part of brand granted legal protection so only owner can use. TM = trademark claim, R = registered trademark
Brand IPEPEF
Brand Identity - outward expression
Brand personality - attribution of human traits
Brand Experience - sum of all points of contact (touchpoint)
Brand Promise - expectations created to market
Brand Equity - goodwill built up, influenced by awareness, loyalty, quality, association w attributes
Brand franchise - brand reaches critical mass
Brand Loyalty (RPI)
degree of consumer attachment to particular brand = built on recognition (consumer awareness of name/benefit/package), preference (top of mind/good alternative), insistence (consumer ONLY uses one brand – can be cult brand/lovemark)
Brand Look/Say/Do
Look = visual
Say = Verbal
Do = Experiential
Consumer Benefits of Branding
suggests certain level of quality
psychological reward
distinguishes offer from competitors
Marketing benefits of branding
unique selling point (USP)
creation/development of image
Repeat purchases/loyalty
Brand positioning
key feature/benefit/image that brand stands for in T.A. collective mind - use this to develop selling strategies
Good positioning strategy differentiates brand from competitors
*strategy influence by core values - can be based on attributes of benefits
Benefit positioning (FSE needs)
benefit = value consumers attach to brand attribute aka how it benefits consumer
Focus on meeting functional (current consumption-related problems), symbolic (is self-enhancement, group membership, altruism), or experiential (sensory pleasure, cognitive stimulation) needs
attribute positioning (p or np)
descriptive feature/quality of said brand
product-related can be design, materials etc
non-product = usage/user imagery related to lifestyle wants/needs, usage, or desirable image to consumer
Repositioning (lifecycle)
Needed when product has reached end of lifecycle (intro, growth, maturity, decline) – need to either reposition or let go
Positioning strategy statement
summary of character/personailty of brand and its benefits to customers
key starting point
all must agree - strats/tactics built from this
Market segment/segmentation
Segment = group of customers who share similar set of needs/wants
segmentation = act of dividing market into groups/customers who might require separate products/marketing mixes
Target Market (levels)
primary = must haves - main customer segment ad efforts must hit
Secondary = good to haves - segment ads could hit
tertiary = nice to haves - may hit
Segmentation Bases (DGPB)
Demographics (easy to measure, weak choice predictor)
Geodemographics (mid measurability, mid choice predictor)
Psychographics (harder to measure, higher choice predictor)
Behaviourgraphics (hardest to measure, highest choice predictor)
Demographics
primary segmentation form
- male/female
- age range
- income
- education
- occupation
- marital status
- children
- ethnicity
geodemographic segmentation
consumers in clusters ie area codes/neighbourhoods AND share demographic/lifestyle similarities ie boho, white picket, suburban
behaviour segmentation
how people behave to product category/class - based on past behaviour
* online behavioural targeting tracks online site-selection
*privacy concerns
Psychographic segmentation (AVM)
aspects of psychological makeups, lifestyles related to buying in particular product category
- Attitudes, Values, Motivations
Positive Appeals
Present message in positive manner - common - emphasize positive benefits/what consumer will gain
Negative Appeals
present situation consumer would like to avoid - how product will help avoid - related to fear appeal - in this care the situation is presented as dangerous, want to take action to remove threat
Humour Appeals
Best known/remembered
mainly radio/TV
create positive mood
dangerous = not universally funny, humour can detract from brand, wears off pretty quickly
Sexual appeal
sex sells
strong physiological need
can offend
emotional appeals
social/psychological needs - can be positive/negative
fear is emotional response to threat
**all ads = some kind of emotional response, considered when very prevalent
lifestyle appeals
associating brand w lifestyle = can incorporate other appeals inc action/adventure/excitement
comparative appeal
promise/poof of attribute against competitor brand/product
Factual/rational appeals
focus on practical/functional/utilitarian need - emphasize facts/learning/persuading through logic - state what product will do, info to backup claim
