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Transcript
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
