Branding

?
brand
© 2009 Berlin Asong. All rights reserved. 2

Name


Sign


Logo


Design


Name | sign | logo | design


“ ... that

identifiesa product | service | place | person.

© 2009 Berlin Asong. All rights reserved.
”
8

Are you a brand? What
is your personal brand?

How is your country
perceived outside? How do
you want your country to be
perceived by others?

What do brands mean to you?
What are your favorite brands and why?


“
Brand tree describes the
relationships that exist among
brands owned by an organisation.
”
27

“
Usually the source from which
other brands derive their existence.

”
29

“ A collection of brands with a
common lineage or that share a
common parental name.
”
36

“
The totality of brands (brand
families) owned by an organisation.

”
42

1


2


3


4

A signal of quality


1

Bestows a sense of
unique identity | differentiation.


2

Source of financial returns


3

Legal protection

4

Source of competitive advantage


Consider two high-end phones released to the market just within
the same period (June-July 2008). The iPhone generated much
consumer and media buzz than the Samsung Omnia. Why?

... because of Apple’s brand equity.


“ The degree to which consumers are
familiar with a brand. Usually
measured in terms of brand recall,
recognition & association.
”
68

Name as many brands you can
think of used for treating cold.


Which brands do you use
for treating cold. Why?


Which cold treatment brands
have you heard anything about in
the last six months?

When you think of ________
what comes to your mind?


How would you go about
creating a strong brand
knowledge for a cold or flu
medicine?

“
The attributes that consumers
attached to a brand.

”
75

The associations can be

Physical
…attributes.



Experiential
…feelings.



Personality
…attributes (non-product related).


Describe McDonald’s in five words

Do you think your descriptors are
what McDonald’s marketing director
would use to describe the company?

Why brand association is
important to marketers?

because it does help in building…

Brand Recall


Brand Knowledge



Viral Branding.
Why are some brands popular than others?

How would you go about
building a compelling brand
association for a cold or flu
medicine?

focus on the needs of your target market,
and the forces that are driving those needs…


“
The effect a product has on
consumers because of its brand name.

”
88

essential ingredients for building brand
2
equity.

Brand Knowledge Brand Association


“
The state of a product’s | service’s
brand equity is a reflection of the past
marketing investment of that brand.
Kevin Keller, “Brand Management”, 2008

”
90

Def. I

“
How a brand is perceived in
relation to other competing brands.

”
92

Philip Kotler & Gary Armstrong (2009) Principles of Marketing, 13Ed.

Def. II

“
The associations that
consumers attach to a brand.

”
94

Relevance of the 7Ps to create
strong brand associations | positioning
Product

Process Price

Marketing Mix Physical
Layout
Marketing
Mix
Place

People Promotion


“
The outer frame
of a brand.
”
99

Symbols | logo


Characters


Typefaces


Colours


Space


Slogan


What is the importance
of brand elements?

brand elements help in…

Brand Recognition


brand elements help in building…

Brand differentiation


brand elements help in…

Brand adaptation


1


2


3

Aesthetic appeal


4


5


6


What are your favourite brands? Do you think their brand
elements contribute to brand equity in any way? Explain.


Homework

Pick two brands from the same product category
and compare their brand elements in terms of
their memorability, protectability, adaptability,
meaningfulness, and transferability.

“
Brand extension is using the leverage of a well
known brand name in one category to launch a
new or modified product in a different category.

”
123

Why do companies
extend their core brands?


What are the benefits
of brand extension?


What are the dangers
of brand extension?


“
The tangible and intangible changes
undergone by a brand over its lifetime.

”
132

“physical facelift”

Tangible changes


Then Now


“soul of the brand”

Intangible changes


Do you think of yourself as a brand?
What do you do to “brand” yourself?


ABE June 2008

“Brand management is primarily concerned with making
decisions to build, eliminate, reposition and revitalise brands.”
Critically discuss this statement, fully illustrating your argument
with appropriate examples to support your discussion. (25
marks)


ABE June 2007

‘Brands are at the very heart of marketing. When a company
creates a strong brand it attracts customer preference and builds
a defensive wall against competition’ (Doyle, 2006). Discuss, using
examples from an industry of your choice to illustrate your
answer. (25 marks)


Branding

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