branding
DESCRIPTION
TRANSCRIPT
ADVERTISING 1Branding
WHAT IS A BRAND ?
Personification of an organization?
Promise to a customer ? Trust mark?
Source of emotional attachment to the customers?
Single idea or concept embedded in the customer’s mind?
BRAND IS
Name, term, design, symbol, or any other feature that identifies one seller's good or
service as distinct from those of other sellers.American Marketing Association
The emotional and psychological relationship you have with your customers. Strong brands
elicit thoughts, emotions, and sometimes physiological responses from customers.
WHAT DO BRANDS DO ? They remind us of a past product/ service experience
They communicate how we see ourselves
Brands are fantasy
Brands are a string connection to world elsewhere.
They represent the world how it should be, not as how it actually is.
They represent ideals
Simplify our world.
Brands help satisfy our need to belong to something larger than ourselves, yet maintain our individuality.
WHAT A BRAND IS NOT
Trademark (legal property)
Mission statement (reminder)
Logo or slogan (signatures)
Product/ Service (tangibles)
Advertising (message)
SO BRAND IS
A complete experience
A promise you make to the world
A lifestyle
The personality of your organization
WHY DO YOU NEED A BRAND?
To create recognition
To stand out in the crowd
To reduce the need to compete on price alone.
BRANDING ???
BRANDING
Is the process of creating a brand
A brand is not created through advertisement/ marketing activities
A brand is created before making it known to the world.
WHAT DOES BRANDING DO?
It creates recognition and loyalty
It creates an image of size
It creates an image of quality
It creates an image of experience and reliability
It helps link multiple products
DISADVANTAGES OF BRANDING
Cost
Impersonal
Fixed image
Timescale
TYPES OF BRANDS
PRODUCT
A tangible product like car, shampoo , cold drink…
Two types
Individual product e.g. Coca cola
Product range e.g. Nokia N-series
SERVICE
Intangible services
These are about what is done, when and who does it.
ORGANIZATION
Represents the organization instead of it’s products
The organization represents the qualities of the organization
It is a sum of its products and services
PERSON Focused on one or a few individuals, where branding is
associated with personality
Two types Individual – based on one person like an actor, singer,
politician. It can be the natural person or carefully crafted. E.g. Benazir Bhutto, Amitabh Bachan, Noor Jehan
Group – Same as individual but focused on more than one person. Each member of the group can himself be an individual brand like Vital Signs, Junoon.
Organizations can link with person brands like
Telenor with Ali Zafar, Pepsi with Vital signs, Ufone with Faisal Qureshi
EVENT Are strongly connected with the experience
of the people attending the event Oscars Lux style awards Olympics
Products and services realize the power of event brands and seek to be associated with them.
GEOGRAPHY
Areas of world having specific qualities can also be brands
Countries focus on being brands
Some become brands based on there appeals e.g. dangerous, fun, cultural etc. Thailand – tourism hotspot Italy – mafia Switzerland – Secure banks Saudi Arabia – Sacred importance to Muslims China – Cheap labor
WHAT COMES IN YOUR MIND FOR THE FOLLOWING AREAS ?
Russia
Texas
Bombay
Japan
Iran
Thar
Lahore
France
Africa
Egypt
TYPES OF BRANDING
CORPORATE BRANDING
Making the promise of quality products, service, and delivery to the consumer.
Most branding is corporate branding.
EMPLOYER BRANDING
Focuses on employees to understand the mission, vision, goals, products and services of the company.
It is designed to educate employees in order for them to uphold the corporate brand to their customers.
CAUSE BRANDING
Attempting to attract consumers by associating the company with a cause that potential customers would find beneficial to their goals or personal values.
pampers.flv
CO-BRANDING
Two or more brands co exisiting to provide a better consumer experience
E.g. A bank outlet or atm machine in a shopping mall. Gul ahmed outlet with makro
Each brand keeps its identity but co exists.
SPIRIT BRANDING
“Get a good feeling” with our product approach.
Usually used with soft drinks
coca cola classic.flv
COMMUNITY BRANDING
Showing collective good a company can do for the community in which the company resides.
SONIC BRANDING
Using sound to support the visuals and create a unique sound identity
<jingle all the way video>