【文章內(nèi)容簡介】 ding for Sellers? ? Identification stands for certain benefits, values, quality ? Differentiation/petitive advantage ? Repeat purchase – Loyalty ? Premium Pricing – Profit ? Brand Extension ? Brand Equity – Value of pany What is a Brand? ? Branding… in which an anization uses a name, phrase, design, symbols, or a bination of these to identify its products and distinguish them from those of petitors” ? A brand is a set of perceptions and images that represent a pany, product or service. While many people refer to a brand as a logo, tag line or audio jingle, a brand is actually much larger. A brand is the essence or promise of what will be delivered or experienced. ? “The intangible sum of a product39。s attributes: its name, packaging, and price, its history, its reputation, and the way it39。s advertised” (David Ogilvy) ? A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. Branding ? Brand identity includes: ? A name (. Apple. HP, Mentos) ? Phrase (“A Great Way to Fly”, “Just Do it”) ? Design (. Coke, Pepsi) ? Symbols (. Nike Swoosh, Apple’s Bitten Apple, MM’s characters, Energizer Bunny) ? Music/Jingle (. Pizza Hut) = Visual Brand Identity Branding ? Brand identity includes (cont’d): ? Positioning ? Personality ? Behavior ? Values/Beliefs ? Relationships Example: 1341 Firsts in Many BEST INFLIGHT SERVICE Branding ? Brands are generally developed over time through: ? Effective munication containing consistent messaging ? Remendations from friends, family members or colleagues ? Interactions with a pany and its representatives ? Reallife experiences using a product or service (generally considered the most important element of establishing a brand) Branding ? Brand equity is the positive differential effect that knowing the brand name has on customer response to the product or service. ? Competitive Advantage ? Consumers’ Top of Mind Awareness and Loyalty ? Consumers Willing to Pay a Premium ? Valuation of Nontangible Asset ? Brand Extension and Licensing Branding ? Attitude branding is the choice to represent a larger feeling, which is not necessarily connected with the product or consumption of the product at all. Marketing labeled as attitude branding include that of Nike, Starbucks, The Body Shop, Safeway, and Apple Inc.. ? A great brand raises the bar it adds a greater sense of purpose to the experience, whether it39。s the challenge to do your best in sports and fitness, or the affirmation that the cup of coffee you39。re drinking really matters. Howard Schultz (president, CEO, and chairman of Starbucks) Brandname Choosing the Right Brand Name: ? Should Suggest Product Benefits (. Energizer, Head and Shoulder, Fairprice) ? Should Be Memorable, Distinctive and Positive (. Osim, Nike) ? Should Fit the Company or Product Image (. Nestle) ? Should Have No Legal or Regulatory Restrictions (. Koufu) ? Should Be Simple and Emotional (. Bold) Brand Names 47 Brand Names 48 Brand Names 49 Who can build Brands? ? Can only big panies have successful brands? ? Is advertising important for branding? Copyright 169。 2023 Pearson Education South Asia Pte Ltd 1350 1151 Alternative Brand Architecture Strategies Alternative Brand Architecture Strategies ? Branding Strategy ? Multibranding/ Individual Branding ? Multiproduct/Umbrella Branding/Family Branding ? Corporate vs product ? A result of brand extension and line extension ? Subbranding Alternative Brand Architecture Strategies Multibrandin