Chapter Questions What is a brand, and how does branding work? How do you develop a unique brand? How do you create a unique position in the market? ©

Slides:

Advertisements

Similar presentations

3.02 Position products/services to acquire desired business image.

Advertisements

Branding Arild Aspelund IØT, NTNU. Senter for entreprenørskap – Truls Erikson Norsk Kundebarometer Top 5 – Satisfaction –Skandiabanken –Flytoget –Hurtigruten.

10 Crafting the Brand Positioning

Marketing Management, 13th ed

10-1 MARKETING MANAGEMENT 10 Crafting the Brand Positioning.

8-1 MARKETING MANAGEMENT 8 Identifying Market Segments and Targets.

Irwin/McGraw-Hill Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved. 1-1.

BUS7450 Strategic Marketing Management Week 5 Dr. Jenne Meyer.

10-1 MARKETING MANAGEMENT Brand Equity. Chapter Questions What is a brand, and how does branding work? What is brand equity, and how is it built, measured,

10-1 MARKETING MANAGEMENT Brand Equity. Chapter Questions What is a brand, and how does branding work? What is brand equity, and how is it built, measured,

10-1 MARKETING MANAGEMENT Canadian Twelfth Edition 10 Crafting the Brand Positioning.

10-1 MARKETING MANAGEMENT Dealing with Competition.

8-1 MARKETING MANAGEMENT Market Segments and Targets.

8 Identifying Market Segments and Targets

Creating Brand Equity What is Brand Equity Building Brand Equity

10 Crafting the Brand Positioning 1. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-2 What is Positioning? Positioning is the.

10-1 MARKETING MANAGEMENT 10 Crafting the Brand Positioning.

10-1 MARKETING MANAGEMENT Dealing with Competition.

GLOBAL MARKETING Marketing Segmentation Market Attractiveness Positioning.

MKTG131 – Marketing Management.  A name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller.

Brand Positioning Pertemuan 9 Mata kuliah: J Produk dan Merk Tahun: 2010.

Marketing Management, 13th ed

10-1 MARKETING MANAGEMENT Dealing with Competition.

MARKETING MANAGEMENT 12 th edition 9 Creating Brand Equity KotlerKeller.

Chapter 9 Themes for Class Discussion Differentiation and Positioning Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved.

MARKETING MANAGEMENT 12th edition

©2005 Pearson Education Canada Inc.3-1 Chapter 3 Branding Strategy.

MKT 3850 Dr. Don Roy Writing a Brand Positioning Statement.

9 Creating Brand Equity 1. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 9-2 Chapter Questions  What is a brand and how does branding.

A FRAMEWORK for MARKETING MANAGEMENT

Professor Takada6b-1 Creating Brand Equity 6b. Professor Takada6b-2 Key Questions What is a brand and how does branding work? What is brand equity? How.

Brand, Branding And Building Customer Value LECTURE-14.

What is “branding”?  A business will create a brand for a product to give it a distinct identity.  Safeguards against consumers confusing the product.

B UILDING STRONG BRANDS. In This Chapter, We Will Address The Following Questions : 1.What is brand, and how does branding work? 2.What is brand equity?

The Market. Wedging Into a Market New product or service Parallel competition Franchising.

Products and Services: Branding Jeremy Kees, Ph.D.

©2003 Prentice Hall, Inc.To accompany A Framework for Marketing Management, 2 nd Edition Slide 0 in Chapter 10 Chapter 10 Developing, Positioning, and.

Creating Brand Equity Marketing Management, 13 th ed 9.

Product, Services, and Branding Strategy Definitions Product  Anything offered to a market for attention, acquisition, use, or consumption that.

Crafting the Brand Positioning Marketing Management, 13 th ed 10.

Successive Sets Involved in Customer Decision Making FISHBEIN MULTI-ATTRIBUTE MODEL FOR BUYING Philips LG Samsung Sansui Onida Videocon Sony BPL Hitachi.

Building Strong Brand Dr. Ananda Sabil Hussein. Steps in Strategic Brand Management Identifying and establishing brand positioning Identifying and establishing.

MARKETING MANAGEMENT 12 th edition 10 Crafting the Brand Positioning KotlerKeller.

Creating Brand Equity Marketing Management, 13 th ed 9.

Topic 06 Creating Brand Equity Sultan Ahmed Associate Professor

0 Chapter 10 Developing, Positioning, and Differentiating Products through the Life Cycle.

9 Creating Brand Equity 1. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 9-2 What is a Brand? A brand is a name, term, sign, symbol.

MARKETING MANAGEMENT 12 th edition 9 Creating Brand Equity KotlerKeller.

2007 Pearson Education Canada1 Marketing 11 Chapter 6 Market Segmentation and Target marketing Lesson 3: pp Lesson 3: Market Segmentation Strategies.

Creation of brand. Introduction: Creation of brand -> Concrete processus To understand and to follow the steps.

Retail Value Creations- 1 By Dr. U. Srinivasa Raghavan.

REVISION. Defining Marketing for the 21 st Century Chapter 1.

 It is the process of selecting specific market segments on which to concentrate the marketing effort.  This requires the analysis of 4 aspects present.

Chapter 11 Creating Brand Equity.

MBA 601 Entrepreneurial Marketing Strategies Week Six Class Lecture Chapters 9, 10, & 21.

Important Marketing Concepts. 1. Segmentation A market segment is a sub group of a whole market in which consumers have similar characteristics. Identifying.

Framework for Marketing Management International Edition 8 Creating Brand Equity 1.

Creating Brand Equity Marketing Management, 13 th ed 10.

Creating Brand Equity Marketing Management, 13 th ed 9.

9 Creating Brand Equity 1. Copyright © 2012 Pearson Education 9-2 Chapter Questions  What is a brand and how does branding work?  What is brand equity?

8-1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter Eight Product, Services, and Brands: Building.

Aim: What is branding and how does it affect marketing?

3.1.5 Branding and differentiation

Marketing Management, 14th ed

Marketing Management, 13th ed

MARKETING MANAGEMENT 12th edition

Creating Brand Equity: Strategic Perspective Ahsan-ul Haq Shaikh

Presentation transcript:

Chapter Questions What is a brand, and how does branding work? How do you develop a unique brand? How do you create a unique position in the market? © Copyright 2008 Pearson Education Canada 8-1

Brand A name, term, sign, symbol, intended to identify the goods or services of one seller and to differentiate them from those of competitors © Copyright 2008 Pearson Education Canada 8-2

The Role of Brands Signify quality Create barriers to entry Competitive advantage Secure price premium © Copyright 2008 Pearson Education Canada 8-3

Branding Endowing products and services with the power of a brand © Copyright 2008 Pearson Education Canada 8-4

2-5 Starbucks

2-6 Tim Horton’s

IBM vs. Apple 10-7

The Apple Brand Steve Jobs on the Apple brand: Oif2WU&feature=relatedSteve Jobs on the Apple brand: Oif2WU&feature=related 10-8

Anything Can Be Branded a physical good a service a store a person a place an organization or even an idea 8-9

Brand Elements Elements Slogans Brand names URLs Logos Symbols Characters © Copyright 2008 Pearson Education Canada 8-10

Logos © Copyright 2008 Pearson Education Canada 8-11

Slogans Like a good neighbour, ___ is there Just do it Nothing runs like a ___ Help is close to home We try harder We’ll pick you up Zoom I’m lovin’ it This ___’s for you Always low prices 8-12

10-13

10-14 Positioning Designing the company’s offering and image for a distinctive place in the mind of the target market.

8-15 A Mass Market Approach

8-16 General Motors Alfred P. Sloan “A car for every purse and purpose”A car for every purse and purpose Cadillac Oldsmobile Pontiac Buick Chevrolet

8-17

8-18

8-19

8-20

8-21

Segmentation What was the segmentation strategy? Are there any OTHER possible ways to segment the auto market? 8-22

8-23

8-24 Mercedes

8-25 Volvo

8-26 Volvo

10-27 Cigarettes

10-28

10-29

10-30

10-31

10-32

10-33

10-34

10-35

10-36

10-37 A Positioning Statement To young, active soft-drink consumers with little time for sleep, Mountain Dew is the soft drink that gives you energy because it has the most caffeine.

Social Marketing Brands? 10-38

10-41

10-42