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Published byOctavia Montgomery Modified over 6 years ago
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Branding can be thought of as the positioning of a brand going external!
“Branding is the art of becoming knowable, likeable, and trustable.”’ Knowable = Trial (buy the first time) Likeable = Repeat (keep buying) Trustable = Loyalty (buy only that brand) Students write this slide down
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Branding should be well-integrated across the entire consumer experience
The product
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Branding should be well-integrated across the entire consumer experience
The packaging
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Branding should be well-integrated across the entire consumer experience
The experience
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Branding should be well-integrated across the entire consumer experience
The company’s principles
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How does Apple apply an integrated branding approach to iPod?
Product… Packaging… Experience… Company Principles… Communication
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Packaging and Labelling
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Packaging The physical wrapping for your product
It is estimated that 10% of a product’s retail price is spent on designing and producing the package. Its that important!
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Functions of Packaging
Promotion: Promotes and sells the product Brand Identification Provides information Ensures consumers know how to use safely Consolidation Protection of the product
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Labelling an information, tag wrapper or seal attached to the package
Functions of labeling Informs of contents of package Directions for use Safety warnings Nutritional information E.g. Squeeze yogurts, blister packs for gun
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Colours communicate too…
silver white red orange yellow green blue purple
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Associate the brands with the appropriate colour
Tim Hortons Ti-Cats Cheeto's Cheese Puffs Payless Shoes Delmonte canned fruit Coca Cola Cheerios Shoppers Drug Mart Shell Future Shop Walmart McDonalds A & W Root Beer NDP of Ontario KFC Pizza Hut McMaster University Starbuck's
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Review Questions page 240 Complete #1, 4, 6
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