sem 2 - Branding and Packaging 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
Kotler 2013
what are the types of brands?
- manufacturer brand (market products under their name), retain customer loyalty and satisfaction onto other products (APPLE)
- distributor / own label brand (tescos own)
sell under the distributor name, can have various product lines within e,.g specials - generic brands (e.g. ‘cola’ vs coke / gin vs ‘gordons’
designed to be subistitute, plain labels, e.g. if drug patent runs out just produce aspirin
companies invest significant amounts of money in branding, why do they do this?
- customer benefits
- company benefits
what are the customer benefits that come from branding?
- trust, reassurance, reduced risk
- indicators of quality
- increased speed of decision making
what are the company benefits that come from branding?
- develop customer trust and loyalty
- enables premium pricing
- differentiation from competitor offerings
what is customer brand equity?
the differential effect that brand knowledge has on consumer response to the marketing of that brand
the value of a brand on customer
can be positive and negative
khalid salah - 59% of people would buy a new product from a brand familiar to them
what is positive brand equity?
consumers respond more favourably when the brand is identified vs. when it is not
e.g. Apple computer vs other
what is negative brand equity?
consumers reposed less favourably when the brand is identified vs. when it is not
brand has a negative effect on business
for example Burberyr in which use to burn millions worth of products in order from them being stolen or sold for less
what is the brand asset valuator?
measures brand strength / value by applying four broad factors
Young and Rubicam
what are the four factors in the BAV?
- differentiation: does the brand stand out? uniqueness
- relevance: does it meet consumer needs? personal appropriateness of brad t consumers
- knowledge: do consumers know about the brand? awareness levels of the brand, comes from brand building
- esteem: do consumers respect and admire the brand? perceptions of the brand from the consumer
what is controlled by the company in terms of the elements of a brand?
brand identity
the way i which a company resents themselves in the public
the physical features of the brand itself
what are the elements are involved with brand identity?
- brand name
- packaging and labelling
- logo and tagline
- aesthetic style
- tone of voice
what is controlled by the consumer perceptions in terms of elements of a bran ?
brand positioning
what are th elements involve with brand positioning?
- brand associations
- perceived brand personality
- attitudes toward brand
what are the characteristics associated with brand names, what makes a brand?
your name is an extension fo your brand
can link in with your strategy
- evoke positive assocations
- easy to pronounce
- memorable
- suggest product benefits
- distinctive
- transferable
nokia lumia - prostitute in spanish slang - new considerations: is it web friendly?
what is involved with pack aching and labelling what makes a good brand?
- protect product
- keep product ready for use
- dispense product
- provide information (important now due to allergens such as Pret)
- make product attractive
- promotional tool
- differentiate product
e.g. cadburys wrappers mostly purple, different to other brands.
Although cola a lot are red coca cola stands out due to the font of its brand name
should also think about wastage, global warming
what did coca cola do as a packaging promotional tool?
launched the personalised bottles and cans
ShareACoke
social media encouraged people to share it with their fiends 2013 and 2014
what are strong examples of differentatition in packaging?
pringles - crisps not in packets
toblerone
jean paul perfume
terrys chocolate range
coca cola bottles
what are the legal and ethical issues associated with packaging and labelling?
misleading labels e.g. fat free some may assume that this is zero calories
- price per unit
- ingredients ( naming them all)
- nutritional info 2016 prêt death
- warnings and allergens
- best before dates (getting rid of these)
- waste (unneeded plastic, apple only use little boxes)
- copycat brands
(range rover evoke and the LandWInd chinese copycat)
what allows yo to protect brand identity?
trade marks act 1994
what does the trade marks act of 1995 enable?
registration of:
- smells
- sounds
- product shapes
- packages
- brand names
- logos
examples of trademarked words:
- chapstick
- Jacuzzi
- jetski
what is brand positing?
relates to how much space your brand occupies in the mind of the consumer
how do consumers perceive you?
the benefits you want them to think about
an effective ne can increase relevancy an differentatta
what are the key objectives of brand positioning?
- Relevance is priority #1. Customers must find the brand appealing. If not, the brand won’t make it into the consideration set, regardless of how differentiated or credible it is.
- Differentiation is critical and the key driver of positioning success. The brand must be unique vs. competitive offerings.
- Credible and attainable is the final measure. If you cannot credibly provide the offering, the customer is left with an empty promise.
what is the brand positioning model?
created by jobber and ellis chadwick (2013)
what are the factors involved in the brand psotitioning model?
- brand domain
- brand values
- brad heritage
- brand assets
- brand personality
- brand reflection
- brand values
what is brad domain?
where is the brand competition in the market?
(what is it, who’s it for?)
e.g. Graze: convient delivered to busy working professional trying to eat healthily whilst in the office
what is brand assets?
what makes the brand distinct from competing brands?
- packaging
- distinctive tagline
- well known logo
- distinct product features and benefits
what is brand values?
what does the brand stand for?
Lego - ‘play good’ learning through play
nike - acheivement
Toms
what is brad heritage?
what is the brands background / history?
Fairy, very well respected due to the age of the product
The Audi emblem with its four rings identifies one of Germany’s oldest-established automobile manufacturers. It symbolizes the amalgamation(coming together) in 1932 of four previously independent motor-vehicle manufacturers: Audi, DKW, Horch and Wanderer.
what is brand personality?
if your brand were person, wh oowuld it be?
/
Virgin - fun? cheeky
barclays - reliable
what is brand reflection?
what does purchasing the brand say about me?
waitrose - class statement
lamogini
how did lucazade reposition their brand?
in the 1950s/60s lucazade was positioned as an energy drink to replace energy if someone was ill, people took it to hospital when visiting poorly relatives
in the 1980s and 90s they repositioned itself as an energy drink swell, now has a significant market share of products that focus on energy and review
when you change position in market place specifically marketing mix
what are brand archetypes?
useful framework for brand peronslaities, choosing the right one is essential
evoke deep feeling , their meanings resonate with consumers
Carl Jung
what are the 12 brand achetetypes?
- creator
- caregiver
- ruler
- jester
- everyman
- lover
- hero
- outlaw
- magician
- innocent
- explorer
- sage
what is the innocent archetype?
purity, goodness, simplicity, optimistic, honest, enthusistic and full of sooner
innocent brands have associations with cleanliness, health or virtue
straight talking gimmick free advertising
what is th everyman archetype?
connection, belonging, real ordinary, down to earth
aka regular guy, more commonly used in industry
ads typically feature situations that we can relate to and more uelatsic models/actors
IKEA
KITKAT
what is the explorer archetype?
adventure
discovery, freedom
ads are lifestyle focus, rather than product focused
contrasts strongly with everyman brand the explorer provides a means to differentiate
what is the jester archetype?
enjoyment, playfulness, funny’
ads tend to focus on entertaining rather than informing
unusual or playful ads, especially those that are light of the seriousness of life
M&Ms
skittles
old spice
what is the magician archetype?
visionary, innovator, fiscnatng, enchanting
promote themselves as the gateway to transformative knowledge or experiences
ads are imaginative and inspiring
apple
disney
