1. LEVERAGING ON SYMBOLIC VALUES AND MEANINGS IN BRANDING Group Three 1. Kahabuka, Douglas1111 2. Khan, Nadeem1112 3. Kombole, Richard1115 4. Mkopa, Bartholomeo1132 5. Rajab, Juma1141 6. Kikude, Leonard1154

2. Introduction Importance of symbolism in consumers self concepts and personalities Brand lifecycle stages. Goodyear's model New form of brand communication. How manufacturers, marketers, advertising consultants could leverage on the understanding and use of these concepts in the various stages of brand lifecycle

3. Consumer self concept and personality Consumer self concept defined: This is the individual`s definition of the situation, for example in response of existential questions of a) who am I and b) what is the meaning of my life in this complex world.

4. Consumer self concept and personality cont… Individuals often define their existence and selves in relation to others. People have a desire for a personal identity so that they can better understand their status and roles in life. (Symbolic interactions) The only way people can know who they are is by observing what they themselves have or possess.

5. Consumer self concept and personality Personality defined a person`s distinguishing psychological characteristics that lead to relatively consistent and lasting responses to his or her own environment.

6. SYMBOLIC VALUES AND MEANINGS Symbolic values and meanings are intangible. Benefits are obtained only when the receiving person or group understand and share the same meanings as a person who gives it (derived through socialization). Brands can become powerful carriers of symbolic values and meanings for the consumers. When symbolisms are used effectively, they can transform brands into successful and profitable icons.

7. SYMBOLIC MEANING AS IT RELATES TO PRODUCTS AND SERVICES. Brand utility can be functional (can do) and symbolic (can mean). Functional benefits relates to what it feels like to use the product or service. Symbolic benefit are the more extrinsic advantages of product or services consumption which usually corresponds to non product related attributes and relates to underlying needs for social approval. Example Mercedes Automobile. Functional benefits is utility. Symbolic benefits of Mercedes could signal success, high quality, status, taste and class.

8. STAGE ONESTAGE TWO STAGE FOUR STAGE THREE STAGE FIVESTAGE SIX

9. BRAND LIFECYCLE STAGES Brand goes through lifecycle stages just like people do. This presentation has adopted Goodyear`s model which has six stages to describe the life of a brand Stage one (unbranded stage) products appear as commodities and suppliers make little efforts to distinguish their goods from others. Stage two (brand has reference) brand name is used for identification purposes and advertised overtime; the name becomes a guarantee of quality and consistency.

10. BRAND LIFECYCLE STAGES Stage three (brand as a personality) differentiation becomes more difficult as many brands provide the same functional benefits hence the brand is given a personality through the addition of emotional appeals and symbolic values and meanings. Stage four (brand as icon) the brand becomes synonymous with the values and meanings after being associated for a long time and hence becomes an icon for the consumers. For example Rolls -Royce and Rolex are synonymous with classiness and success

11. BRAND LIFECYCLE STAGES Stage five (brand as company). The values of the brand are extended beyond the product to cover all aspects of the company (e.g. coca cola). Stage six (brand as policy). The company brand moves beyond commerce and becomes involved in social and political issues, thus allowing consumers to vote on issues through the company (IPP Media)

12. Conclusion The choice of symbolic values which will portray a product or service should not be a random or haphazard choice. The decision should be carefully and deliberately made, such that the symbolic values and meanings chosen reflect recognized needs of the target customers. The wrong choice will lead to the decline or demise of a brand, and once a wrong decision has been made, it has a serious impact on the brand image.

13. Conclusion Given the fact that symbolic values and meanings are desirable, and useful to consumers for the construction of their self enhancement or self reinforcement, manufacturers, marketers and advertising consultants should concentrate their efforts in associating symbolic values and meaning with the brands.

14. Conclusion As for Goodyear's model, at a third stage, for example, where marketers start to introduce symbolic values and meanings to their brand to create the brand personalities, marketers should not haphazardly associate their brands with just any symbolic values or meanings available without any regard for consistency with the existing marketing mix variables

15. conclusion Lastly, an observation worth noting is that society has been continually reinventing new meanings for symbolic meanings such that what was cool or (high class) in the 1970`s is no longer so in the 2000`s. therefore marketers have to keep themselves updated and use the appropriate images for their symbolic associations