Chapter 10 Brand Visibility Strategies

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Presentation transcript:

Chapter 10 Brand Visibility Strategies

Categories of Brand Visibility Product Placement Venue Identification Event Sponsorship Featured Prize Licensing Opportunities Brand Logo Merchandise Product Packaging Retail Display Materials Figure 10.1 Brand visibility is different than promotion, because it emphasizes the continued exposure of a brand name or logo to the widest possible audience. Brand visibility does not involve advertising, but does require the payment of money to insure exposure opportunities. There are a number of diverse categories, ranging from product placement in movies, television shows, and video gamesto brand logo merchandise that can be sold or given away as prizes.

Product Placement Criteria Length of Exposure Frequency of Display Visual Size of Brand Context of Usage Celebrity Association Compatibility with Brand Risks with Involvement Ability to Influence Estimated Audience Duration of Popularity Advertising Support Promotional Participation Figure 10.2 Product placement proposals must be carefully analyzes. The promise of large audiences and enormous exposure potential must be compared to the risks and costs involved. There are many factors to be considered before making a decisions, and all are nogotiable.

Event Sponsorship Evaluation Audience Profile Benefits Received Compatibility with Brand Total Costs Involved Preparation Required Timing & Duration Figure 10.3 There are multiple criteria to be considered before agreeing to sponsor an event. It is essential to prioritize the importance of each factor and place a value on it. Not every proposal is beneficial and not every event matches a brands image.

Licensing Opportunities Brand Name Theme Line Images Characters Activities Services Merchandise Products Figure 10.4 These are the eight most popular types of licensing opportunities for brands. The agreement between the owners of the intellectual property and the company requesting a licensing is highly negotiable. The value of the deal is always based on a percentage of profits, and a list of limitation for the utilization of the trademarked entities or copyrighted materials.  

Retail Marketing Environments Exterior Signage Aisle & Wall Displays Promotional Material Shelf Extenders Mobile App Notifications Touch Screens Video Viewing Monitors Recognition Software Figure 10.5 This aspect of brand visibility involves point-of-purchase displays and materials. Brands want to maximize their amount of exposure within retail stores and service locations, including both traditional methods of display and an increasing amount of digital technology.