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Branding and Advertising MK 11/12 Goals of advertising Brand Brand Brand Brand Brand Awareness and Positioning Trial Preference Reminder Repositioning Brand Awareness and Positioning Become aware by hearing or seeing Advertising Informs Brand name Availability Benefits Appearance Details for ordering Repeat benefits…”introduce”…”presenting” positioning As introduced may also position the product: Ie…the only truly Canadian…. Brand Trial If product tried and liked…will most likely buy Sampling Campaign Brand Trial advertising (Coupon or just giving one away) Internet gives free trial of software Fully refundable Brand Preference Convince that the product has more value than competitors. Often include statistical data “Most popular”, “number one”, “leading brand” Endorsements are often used (statement by recognized celebrity). Brand Reminder Remind that brand still there Due to largest demographic being in 50’s using Nostalgia. Brand Repositioning New trends and technology may require a transformation. Products often at decision point Trying to get new customers…danger is that you may alienate original group. GM error with Oldsmobile “This is not your father’s Oldsmobile” Primary older people did not like that, younger did not believe, women felt upset if they had owned an Oldsmobile… disaster…Olds cut from line in 2005 Assignments Assignments Prezi, Poster, MM or PPT on Top 20 Brands: Include the company name, a logo, and the value of the brand. The idea is to look at a number of sites and rank brands on recognition or market capitalisation Prepare a ¼ deck of cards (13) of top businesses in a particular field, with Value, logo and slogan included