1. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Branding Lecture Wk 1 L2

2. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Bangor Transfer Abroad Programme Branding ‘The brand is the aura of beliefs and expectations about a product/service which make it relevant and distinctive It stretches beyond the physical and into the psychological and is extremely powerful’ SHORTHAND

3. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Bangor Transfer Abroad Programme Why Brand? For differentiation & recognition To add value to a naked/simple commodity Easier to promote focus to integrate Sales promotion, personal selling & packaging Helps market segmentation Can help boost share price – brands have value Can help corporate image

4. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Bangor Transfer Abroad Programme Types of Brands Individual brands Proctor & Gamble range Unilever range Umbrella or blanket brand Heinz Dyson Separate family names for different product divisions Toyota Lexus Company name + Kellogg’s

5. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Bangor Transfer Abroad Programme Brand and Added Value Core products A car Actual product BMW 500 series Augmented product BMW 523 with air conditioning It is often the brand that is bought and not the product

6. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Bangor Transfer Abroad Programme Branding Strategies Line extensions - Head and Shoulders Anti dandruff, regular, baby Brand extension / stretching - Virgin records/music; trains / airline - Multi-brands - same products but different names in the same product category - Tide Omo Fairy New brands – Ipod; Iphone;Asus Acer Hyundai Co-brands – Sony & Ericson; Braun & Oral B Ingredient branding – Intel (Inside) Lycra

7. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Bangor Transfer Abroad Programme The Biggest Brands in the World Coca Cola Microsoft IBM Apple Nike Addidas Manchester United Lenova / Huawei / HTC

8. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Bangor Transfer Abroad Programme Brand Names and Identity Simple – clear – distinct The Economist – Red + McDonald’s = G…… A……. IKEA – Blue and Yellow – colour of Swedish Flag… Adidas = 3 stripes Apple = Cars Lion = SONY ASUS LG etc….

9. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Bangor Transfer Abroad Programme Long Term Process Promotion must continually remind the market of the brand’s presence: What is the current brand image? How is the brand positioned in the mind of the target buyer? Brand Personality How does the brand relate to the competition? How should the brand image be changed or reinforced?

10. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Bangor Transfer Abroad Programme The Roles of Packaging Promotes the brand Communicates brand values Provides protection Ease of Use Portion control Reminder of brand in use. Self selection POP

11. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Bangor Transfer Abroad Programme Maintaining Market Share Major brands use share of voice = share of market to maintain equilibrium To sustain brand loyalty and exposure, all promotional tools can be used as appropriate D R IP

12. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Bangor Transfer Abroad Programme Developing Retention and Encouraging Loyalty To sustain loyalty to an established product/service/ brand: Sales promotion Advertising Public relations Direct-response media

13. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Bangor Transfer Abroad Programme Questions for thought…. Why do some people spend 1000 RMB on a Chanel Handbag? 25,000 on a Rolex

14. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Bangor Transfer Abroad Programme Brand Development INCREASED SALES COST EFFICIENCIES VOLUME BUILDING BRAND SALES GROW RETAILER CONCENTRATION VOLUME BUILDING IMPROVED PRODUCTS WIDER DISTRIBUTION NETWORK BUILT UP INVEST IN NEW BRAND BUILD AWARENESS OF ATTRIBUTES SALES INCENTIVE PROGRAMME, TRADE PROMOTION, P.O.S BRAND RECOGNITION AND CUSTOMER DEMAND FOR BRAND RETAILERS LIST BRAND