what is a brand?
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What is a brand?. A brand is a name, term, sign, symbol or design or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Distinguishing between brand terminology. - PowerPoint PPT PresentationTRANSCRIPT
Slide 15.1
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
What is a brand?
A brand is a name, term, sign, symbol or design or a combination of them, intended
to identify the goods or services of one seller or group of sellers and to differentiate
them from those of competitors.
Slide 15.2
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Distinguishing between brand terminology
• Brand identity is the way a company aims to identify or position itself or its product or service; the visual or verbal expressions of a brand which leads to the psychological or emotional associations that the brand aspires to maintain in the minds of the consumer.
• Brand image is the way the public actually perceives this aim.
• A brand promise is the marketer’s vision and communication of what the brand will be and do for consumers.
Slide 15.3
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
The role of brands – for customers
Signify quality level
Facilitate purchasing
Reduce risk
Slide 15.4
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
The role of brands – for firmsIncrease marketing
efficiency
Attract employees
Elicit support from channel partners
Help segment markets
Legal protection
Create loyalty
Secure price premium
Serve as a competitive advantage
Slide 15.5
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
What is brand equity?
The added value that can be attributed to a brand (beyond the value of the product or service)
Measurable 1.Firm level: financials based on market capitalization minus tangible assets, or projected profits2.Product level: compare price of a no-name brand to a branded item3.Consumer level: research on customer awareness, perceived uniqueness, positive association
Slide 15.6
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 15.7
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 15.8
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Brand Personality
Brandtoys.com
Slide 15.12
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Brand elements
Slogans
Brandnames
URLs
Logos
SymbolsCharacters
Slide 15.13
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
What is co-branding?
Co-branding, also called dual branding or brand bundling, refers to the combining of twoor more well-known brands into a joint market offering or marketed together in some fashion.
Forms of co-branding include same-company, joint venture, multiple sponsor, and retailco-branding.
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Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
What is ingredient branding?
Ingredient branding createsbrand equity for materials,
components or parts that are necessarily contained within other branded products.
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Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
GoreTex is an ingredient in many leading brands
A straddle brand positioning can help convince customers that the market offering can accomplish two or more seemingly conflicting benefits, such as Gore-Tex’s promise to deliver both breathability and water protectionSource: David Young-Wolff/PhotoEdit
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Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Brand naming strategies
Individual names
Blanket family names
Separate family names
Corporate name–individual name combo
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Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Criteria for brand name selectionMemorable
Meaningful
Likeability
Transferable
Adaptable
Protectable
The Snap, Crackle and Pop slogan has been translated into many European languagesSource: Courtesy of the Kellogg Group
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Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Sources of namesAcronym: A name made of initials such as UPS or IBMDescriptive: Names that describe a product benefit or function like Whole
Foods or AirbusAlliteration and rhyme: Names that are fun to say and stick in the mind
like Reese's Pieces or Dunkin' DonutsEvocative: Names that evoke a relevant vivid image like Amazon or CrestNeologisms: Completely made-up words like Wii or KodakForeign word: Adoption of a word from another language like Volvo or
SamsungFounders' names: Using the names of real people like Hewlett-Packard or
DisneyGeography: Many brands are named for regions and landmarks like Cisco
and Fuji FilmPersonification: Many brands take their names from myth like Nike or
from the minds of ad execs like Betty Crocker
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Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Dyson’s hand dryer is a brand extension
The Dyson hand dryer is a brand extension from the Dyson vacuum cleaner which in itself was a revolution in vacuumingSource: Courtesy of Dyson
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Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
How to use celebrity branding
• Clear and popular image
• High perceived credibility
• Good match with target audience and brand
In the 1800s Pope Leo XIII and Emile Zola (pictured left) both endorsed a wine tonic. Celebrity endorsement is now a global phenomenonSource: The Advertising Archives
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Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Issues arising from celebrity endorsements
Multiple brand endorsersImage considerationsCelebrities as brands
Celebrity endorsements of products and services is a major branding development. European stars who have become global brands are Germany’s Claudia Schiffer, Spain’s Penelope Cruz and from Wales, Catherine Zeta-Jones. Source: David Fisher/Rex Features (left); Most Wanted/Rex Features (centre); Carolyn Contino/BEV/Rex Features (right)
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Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Brand roles in a brand portfolio
Flankers
Low-endEntry-level
High-endPrestige
Cash Cows