Chapter Questions

• What is a brand, and how does branding work?

• How do you develop a unique brand?

• How do you create a unique position in the market?

•© Copyright 2008 Pearson Education Canada8-1

Brand

A name, term, sign, symbol,

intended to identify the goods

or services of one seller

and to differentiate

them from those of competitors

•© Copyright 2008 Pearson Education Canada8-2

The Role of Brands

Signify qualitySignify quality

Create barriers to entryCreate barriers to entry

Competitive advantageCompetitive advantage

Secure price premiumSecure price premium

•© Copyright 2008 Pearson Education Canada8-3

Branding

Endowing products and services

with the power of a brand

•© Copyright 2008 Pearson Education Canada8-4

2-5

Starbucks

2-6

Tim Horton’s

IBM vs. Apple

10-7

The Apple Brand

• Steve Jobs on the Apple brand: http://www.youtube.com/watch?v=4yefGOif2WU&feature=related

10-8

Anything Can Be Branded

•a physical good

•a service

•a store

•a person

•a place

•an organization

•or even an idea

8-9

Brand Elements

ElementsSlogans

Brand

names

URLs

Logos

Symbols

Characters

•© Copyright 2008 Pearson Education Canada8-10

Logos

•© Copyright 2008 Pearson Education Canada8-11

Slogans

• Like a good neighbour, ___ is there• Just do it• Nothing runs like a ___• Help is close to home• We try harder• We’ll pick you up• Zoom Zoom• I’m lovin’ it• This ___’s for you• Always low prices

8-12

10-13

10-14

Positioning

Designing the company’s

offering and image for

a distinctive place in the mind of

the target market.

8-15

A Mass Market Approach

8-16

General Motors

Alfred P. Sloan

“A car for every purse and purpose”

• Cadillac

• Oldsmobile

• Pontiac

• Buick

• Chevrolet

8-17

8-18

8-19

8-20

8-21

Segmentation

• What was the segmentation strategy?

• Are there any OTHER possible ways to segment the auto market?

8-22

8-23

8-24

Mercedes

8-25

Volvo

8-26

Volvo

10-27

CigarettesCigarettes

10-28

10-29

10-30

10-31

10-32

10-33

10-34

10-35

10-36

10-37

A Positioning Statement

To young, activesoft-drink consumers

with little time for sleep, Mountain Dew

is the soft drink that gives you energybecause it has the most caffeine.

Social Marketing Brands?

10-38

10-41

10-42