Brand Development and Promotion Dr Anita Love Department of Marketing, Griffith Business School

“Products are made in the factory, but brands are made in the mind” “Products are made in the factory, but brands are made in the mind” Walter Landor

Why is branding important? Brand resonance Connecting with customers Building loyalty Differentiation Protecting the business from competition and other market factors Facilitating future brand expansion

Building a strong, consistent brand identity What are your brand’s core values? How would consumers describe your brand? Smiggle OzHarvest Vinomofo

Brand touchpoints Source: Wheeler, A (2010)

Keller’s (2003) Consumer-Based Brand Equity Pyramid

Communication effects pyramid

The Traditional Promotional Mix Advertising Publicity/PR Sales Promotion Personal Selling/Direct Marketing Advantages and disadvantages of each Consider brand values and brand narrative Creative and authentic promotional strategies

Integrated Marketing Communications (IMC) 4 C’s of Integrated Marketing Communications: Coherence Consistency Complementary Communications Continuity (Pickton and Broderick, 2005)

“Define what your brand stands for, its core values and tone of voice, and then communicate consistently in those terms” Simon Mainwaring