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

2. “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

3. 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

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

5. Brand touchpoints
Source: Wheeler, A (2010)

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

7. Communication effects pyramid

8. 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

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

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