06-09-2012, 05:29 PM
BRANDING
BRANDING_FINAL SHOW.pptx (Size: 1.45 MB / Downloads: 52)
BRANDING is a strategy used by marketers.
Pickton and Broderick (2001) describe branding
as Strategy to differentiate products and
companies, and to build economic value for both
the consumer and the brand owner.
From Products to Brands
A brand is more distinctive than a product
It is first of all a name, a means of identification
Secondly it s a set of added values offering both functional and psychological benefits
Brand as an Asset
“If Coca Cola lost everything except for ‘the formula’ and its brand name , it could walk into any bank in the world and get $100 billion loan to start from the scratch”
Fortune Magazine
Management
Stealth Brand
Brand building that attracts customer attention but not of rivals
Home-to-home, word of mouth / PR, internet community building
Good option when unsure of a new medium/market
Little promotion for Maytag website as opposed to a buy.com. Maytag sold 1000s of Neptune washers on web
What Is Brand Building?
Involves all the activities that are necessary to nurture a brand into a healthy cash flow stream for the company after launch