Download Brands

Slide 15.1
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.
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 15.2
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.
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 15.3
The role of brands – for customers
Signify quality level
Facilitate purchasing
Reduce risk
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 15.4
The role of brands – for firms
Increase marketing
efficiency
Legal protection
Serve as a competitive
advantage
Attract employees
Create loyalty
Help segment markets
Elicit support from channel
partners
Secure price premium
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 15.5
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 profits
2.Product level: compare price of a no-name brand to a
branded item
3.Consumer level: research on customer awareness,
perceived uniqueness, positive association
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
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
Brand elements
Brand
names
URLs
Slogans
Logos
Characters
Symbols
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 15.13
What is co-branding?
Co-branding, also called dual branding or brand
bundling, refers to the combining of two
or 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 retail
co-branding.
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 15.14
What is ingredient branding?
Ingredient branding creates
brand equity for materials,
components or parts
that are necessarily contained
within other branded products.
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 15.15
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 protection
Source: David Young-Wolff/PhotoEdit
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 15.16
Brand naming strategies
Individual names
Blanket family names
Separate family names
Corporate name–
individual name combo
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 15.17
Criteria for brand name selection
Memorable
Meaningful
Likeability
Transferable
Adaptable
Protectable
The Snap, Crackle and Pop slogan has been translated into many European languages
Source: Courtesy of the Kellogg Group
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 15.18
Sources of names
Acronym: A name made of initials such as UPS or IBM
Descriptive: Names that describe a product benefit or function like Whole
Foods or Airbus
Alliteration and rhyme: Names that are fun to say and stick in the mind
like Reese's Pieces or Dunkin' Donuts
Evocative: Names that evoke a relevant vivid image like Amazon or Crest
Neologisms: Completely made-up words like Wii or Kodak
Foreign word: Adoption of a word from another language like Volvo or
Samsung
Founders' names: Using the names of real people like Hewlett-Packard or
Disney
Geography: Many brands are named for regions and landmarks like Cisco
and Fuji Film
Personification: Many brands take their names from myth like Nike or
from the minds of ad execs like Betty Crocker
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 15.19
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 vacuuming
Source: Courtesy of Dyson
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 15.20
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 phenomenon
Source: The Advertising Archives
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 15.21
Issues arising from
celebrity endorsements
Multiple brand endorsers
Image considerations
Celebrities 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)
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 15.22
Brand roles in a brand portfolio
Flankers
Cash Cows
Low-end
Entry-level
High-end
Prestige
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009