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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.
8-16
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