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marketing
why MARKET?
Marketing has two Fundamental roles:
To sell what a business makes
&
To manage a business’s
brands
Our discussion today will all be about branding
branding
• American Marketing Association defines a brand
• as “a name, term, sign, symbol, or design, or a combination
of these, intended to identify the goods and services of one
seller (or group) and to differentiate them from those of a
competitor.”
• Brands have been around since the earliest days of
marketing. (we’ll look at some examples)
• Brands are valuable in a modern marketing strategy
• A brand is a name, term, design, symbol or
other feature that distinguishes products and
services from competitive offerings.
– A brand represents the consumer’s experience
with an organization, product, or service.
– An identifiable entity that makes a specific
promise of value
– Something which creates a specific
reference to certain products in
consumers’ minds
brand identification
• Everything associated with that product
should carry the identification
• Keep it consistent (i.e. font, colour, package
design)
• Avoid a guessing game with customers
• Who can identify the top 10 brand names?
3 types of logos
• Iconic / Symbolic
• Logotype / Wordmark
• Combination Marks
Logo Evolution
Do you know of any logos that have CHANGED
over the course of time?
http://www.hongkiat.com/blog/logoevolution/
Categories of Brands
 Bastion -- provide most of the profit (often
premium price, high-performance brands)
 Flanker -- high-performance, but appeals to a
different, smaller market segment (niche)
 Fighter -- sold at lower price, lower quality
perception
 Prestige -- high-quality, luxurious, targeted at
smaller segment looking for status
 Pantene
 bastion
 Head & Shoulders
 flanker
 Toyota
 bastion
 Lexus
 prestige
 Marlboro
 bastion
 Great Value
 fighter
marketing concepts
The Four Ps of Marketing
– Products (and Services)
• Quality, Design, Features, Benefits, Product/Service
Mix
– Price
– Place (Channels of Distribution)
– Promotion
– Production