1. marketing

2. why MARKET?
Marketing has two Fundamental roles: To sell what a business makes & To manage a business’s brands

3. Our discussion today will all be about branding

4. branding American Marketing Association defines a brand
as “a name, term, sign, symbol, or design, or a combination of these, intended to identify the goods and services of one seller (or group) and to differentiate them from those of a competitor.”
Brands have been around since the earliest days of marketing. (we’ll look at some examples)
Brands are valuable in a modern marketing strategy

5. An identifiable entity that makes a specific promise of value
A brand is a name, term, design, symbol or other feature that distinguishes products and services from competitive offerings.
A brand represents the consumer’s experience with an organization, product, or service.
An identifiable entity that makes a specific promise of value
Something which creates a specific reference to certain products in consumers’ minds

6. brand identification
Everything associated with that product should carry the identification
Keep it consistent (i.e. font, colour, package design)
Avoid a guessing game with customers

7. Who can identify the top 10 brand names?

8. 3 types of logos Iconic / Symbolic Logotype / Wordmark
Combination Marks

9. Logo Evolution
Do you know of any logos that have CHANGED over the course of time?

10. Categories of Brands
Bastion -- provide most of the profit (often premium price, high-performance brands)
Flanker -- high-performance, but appeals to a different, smaller market segment (niche)
Fighter -- sold at lower price, lower quality perception
Prestige -- high-quality, luxurious, targeted at smaller segment looking for status

11. Pantene Head & Shoulders Toyota Lexus Marlboro Great Value bastion
flanker
Toyota
Lexus
prestige
Marlboro
Great Value
fighter

12. The Four Ps of Marketing
marketing concepts
The Four Ps of Marketing
Products (and Services)
Quality, Design, Features, Benefits, Product/Service Mix
Price
Place (Channels of Distribution)
Promotion
Production