sem 2 - Branding and Packaging Flashcards
(39 cards)
what is a brand?
a name, term, sign, symbol or design or a combination of these that identifies the products or services of one seller or group of sellers and differentiates them from those of competitors
Kotler 2013
what are the types of brands?
- manufacturer brand (market products under their name), retain customer loyalty and satisfaction onto other products (APPLE)
- distributor / own label brand (tescos own)
sell under the distributor name, can have various product lines within e,.g specials - generic brands (e.g. ‘cola’ vs coke / gin vs ‘gordons’
designed to be subistitute, plain labels, e.g. if drug patent runs out just produce aspirin
companies invest significant amounts of money in branding, why do they do this?
- customer benefits
- company benefits
what are the customer benefits that come from branding?
- trust, reassurance, reduced risk
- indicators of quality
- increased speed of decision making
what are the company benefits that come from branding?
- develop customer trust and loyalty
- enables premium pricing
- differentiation from competitor offerings
what is customer brand equity?
the differential effect that brand knowledge has on consumer response to the marketing of that brand
the value of a brand on customer
can be positive and negative
khalid salah - 59% of people would buy a new product from a brand familiar to them
what is positive brand equity?
consumers respond more favourably when the brand is identified vs. when it is not
e.g. Apple computer vs other
what is negative brand equity?
consumers reposed less favourably when the brand is identified vs. when it is not
brand has a negative effect on business
for example Burberyr in which use to burn millions worth of products in order from them being stolen or sold for less
what is the brand asset valuator?
measures brand strength / value by applying four broad factors
Young and Rubicam
what are the four factors in the BAV?
- differentiation: does the brand stand out? uniqueness
- relevance: does it meet consumer needs? personal appropriateness of brad t consumers
- knowledge: do consumers know about the brand? awareness levels of the brand, comes from brand building
- esteem: do consumers respect and admire the brand? perceptions of the brand from the consumer
what is controlled by the company in terms of the elements of a brand?
brand identity
the way i which a company resents themselves in the public
the physical features of the brand itself
what are the elements are involved with brand identity?
- brand name
- packaging and labelling
- logo and tagline
- aesthetic style
- tone of voice
what is controlled by the consumer perceptions in terms of elements of a bran ?
brand positioning
what are th elements involve with brand positioning?
- brand associations
- perceived brand personality
- attitudes toward brand
what are the characteristics associated with brand names, what makes a brand?
your name is an extension fo your brand
can link in with your strategy
- evoke positive assocations
- easy to pronounce
- memorable
- suggest product benefits
- distinctive
- transferable
nokia lumia - prostitute in spanish slang - new considerations: is it web friendly?
what is involved with pack aching and labelling what makes a good brand?
- protect product
- keep product ready for use
- dispense product
- provide information (important now due to allergens such as Pret)
- make product attractive
- promotional tool
- differentiate product
e.g. cadburys wrappers mostly purple, different to other brands.
Although cola a lot are red coca cola stands out due to the font of its brand name
should also think about wastage, global warming
what did coca cola do as a packaging promotional tool?
launched the personalised bottles and cans
ShareACoke
social media encouraged people to share it with their fiends 2013 and 2014
what are strong examples of differentatition in packaging?
pringles - crisps not in packets
toblerone
jean paul perfume
terrys chocolate range
coca cola bottles
what are the legal and ethical issues associated with packaging and labelling?
misleading labels e.g. fat free some may assume that this is zero calories
- price per unit
- ingredients ( naming them all)
- nutritional info 2016 prêt death
- warnings and allergens
- best before dates (getting rid of these)
- waste (unneeded plastic, apple only use little boxes)
- copycat brands
(range rover evoke and the LandWInd chinese copycat)
what allows yo to protect brand identity?
trade marks act 1994
what does the trade marks act of 1995 enable?
registration of:
- smells
- sounds
- product shapes
- packages
- brand names
- logos
examples of trademarked words:
- chapstick
- Jacuzzi
- jetski
what is brand positing?
relates to how much space your brand occupies in the mind of the consumer
how do consumers perceive you?
the benefits you want them to think about
an effective ne can increase relevancy an differentatta
what are the key objectives of brand positioning?
- Relevance is priority #1. Customers must find the brand appealing. If not, the brand won’t make it into the consideration set, regardless of how differentiated or credible it is.
- Differentiation is critical and the key driver of positioning success. The brand must be unique vs. competitive offerings.
- Credible and attainable is the final measure. If you cannot credibly provide the offering, the customer is left with an empty promise.
what is the brand positioning model?
created by jobber and ellis chadwick (2013)
