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BRANDING STRATEGIES

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BRANDING STRATEGIES . Elliot, Charlotte, Luke and Hae Yeun. WHAT ARE BRANDING STRATEGIES?. Price levels Generic brands target (cheap) Billabong (medium) Gucci (expensive) Prestige Coca cola (cheap) Billabong (medium) Gucci (expensive) - PowerPoint PPT Presentation
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BRANDING STRATEGIES

BRANDING STRATEGIES Elliot, Charlotte, Luke and Hae YeunWHAT ARE BRANDING STRATEGIES?

Price levels Generic brands target (cheap) Billabong (medium) Gucci (expensive) Prestige Coca cola (cheap)Billabong (medium) Gucci (expensive) Quality Cheap phones (expecting low quality) Subaru Cars (expecting high quality when purchased) Medical equipment (expecting extreme high quality Cheapness)

Cheapness Home brand food (expected to be cheap, quality is not in the mind of the buyer) Kellogg's Just Right (expected to be of moderate quality) Raffles Hotel (expected extreme quality)

Reliability GM Cars (not renowned for reliable products) Mac Computers (Very reliable )Crocs (unquestionable levels of reliability)

Customer Service Hotels

Youth Hostels (expected to be cheap, no real customer service)

Holiday Inn (Moderate service, not renowned for it)

Shangri-La (excellent service, brand made on service levels)

WHAT ARE THE DIFFERENT TYPES OF BRANDING STRATEGIES A BUSINESS CAN USE?

A private or house brandIs one that is owned by a retailer or wholesaler

Generic Brands Products that have no brand name

BENEFITS OF BRANDINGConsumers & Businesses ConsumersIdentifies specific products Evaluates the quality of productsReduces level of perceived risk of purchaseGain psychological rewards that comes with purchasing a brand (e.g. prestige and status)Businesses Consumers recognize the businesss brand and productWhen customers recognize the business, this will be an opportunity for a business to introduce new products onto the marketPromotion of product will help similar products, within the business, in the marketEstablishing goodwillBRANDING STRATEGIES Elliot, Charlotte, Luke and Hae YeunWHAT ARE BRANDING STRATEGIES?

Price levels Generic brands target (cheap) Billabong (medium) Gucci (expensive) Prestige Coca cola (cheap)Billabong (medium) Gucci (expensive) Quality Cheap phones (expecting low quality) Subaru Cars (expecting high quality when purchased) Medical equipment (expecting extreme high quality Cheapness)

Cheapness Home brand food (expected to be cheap, quality is not in the mind of the buyer) Kellogg's Just Right (expected to be of moderate quality) Raffles Hotel (expected extreme quality)

Reliability GM Cars (not renowned for reliable products) Mac Computers (Very reliable )Crocs (unquestionable levels of reliability)

Customer Service Hotels

Youth Hostels (expected to be cheap, no real customer service)

Holiday Inn (Moderate service, not renowned for it)

Shangri-La (excellent service, brand made on service levels)

WHAT ARE THE DIFFERENT TYPES OF BRANDING STRATEGIES A BUSINESS CAN USE?

A private or house brandIs one that is owned by a retailer or wholesaler

Generic Brands Products that have no brand name

BRAND SYMBOLS AND LOGOSA brand symbol or logo is a graphic representation that identifies a business or product. Sometimes a symbol or logo could include both a graphic image and a name but some businesses encourage instant recognition without using the brand name. This is a clever and subtle method used to reinforce the meaning of the symbol and to associate it with the brand name.

When deciding on a brand symbol or logo a marketer must take into consideration the following factors:- Brand name which differentiates itself from its competition - Using images which appeal to the target audience- Easy to interpret- Relative to the product being sold- Challenge ethics of society in order to be memorablePackaging By Jack,Question 1Packaging is critical to the success of a product because it has variety of uses. It does not just involve putting a product into a container.Packaging helps promote the product and it influences consumers impression of the product. It is also a means of differentiating a businesss product from competitors. Additionally, it:Preserves the productProtects the product from damage or tamperingAttracts consumers attention divides the product into convenient unitsAssists the display of the productMakes transportation and storage easier

Example 1- Milk

Example 2- Coca Cola

Example 3- Cereal

LABELING Product LabelsAll product labels are regulated by a number of statutes and regulations that specify what must be shownAre set in place to protect consumers from:misleading or deceptive claims,unsafe use of productsalso makes it easier for consumers to compare products

Things that must be listed:Nutritional informationInformation on ingredientsClear statements of allergy related foodInformation on productionUse by dateCountry of originWeightDirections on storage requirementsExample of productTOBACCO:it is mandatory for all labeling of tobacco products that are imported or locally produced to include the following features:contain graphic health imagesinclude warning and information messagesfrequently rotate warning and information messagesPRODUCT OF AUSTRALIA

AUSTRALIAN MADE

AUSTRALIAN GROWN

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