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Gulden Kabduyeva

on 7 November 2014

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Transcript of BRANDING

"If this business were split up, I would give you the land and bricks and mortar, and I would take the brands and trade marks, and I would fare better than you."

John Stuart, Chairman of Quaker (ca. 1900)

Which one to choose? ?
H&M vs. ZARA
Ralph Lauren
Premium category;

The idea of American Aristocrate; Idealized dream of American culture;

Traditional media advertising+ specifically branded environment in the stores;

Trading-down strategy-wide range of prices.

Friday, October 31, 2014
Vol XCIII, No. 311
How branding facilitates shopping behavior
What is Branding? Is it Necessary?
Inter brand Ranking

Ahmed L.Khaleel
Amrit Kumar Joshi
Feraz Amir
Gulden Kabduyeva
Maria Dolgova

Accessible quality
at the best price

Do not copy styles that already have appeared on the runways

Strong advertising and social media marketing

Trading-up strategy

Affordable fast fashion

Whisk budget interpretations
of catwalk styles

Lack of advertising

The World‘s Best and Enduring Brands

Branding is a relationship between sellers (producers, companies) and buyers (consumers).

Branding has impact on both sides:


Apparel category Bands’ evaluation

Strong brands have an emotional power.
Brand vs. Price vs. Quality
Marketing is food, not medicine.
Ralph Lauren

Bad or Poorly Managed Brand
By asking the wrong marketing question
“how do we sell more products?”

Failed to adapt to a new marketplace and new consumer attitudes.

Same quality and the same price???
Why not?
brand positioning

brand personality


They did it...
Good or Well Managed Brand

mental imagery;
increasing positive daily experiences;
by getting huge, splashy press every day;
by thrilling influential groups;
by being aggressively global.

Could not keep up with the technology and synonymous of the early world of mobile phones.

Failed to understand the relationship people now have with their phones.

Brand promise just to be ‘Connected’.

delivers the message clearly
creates business credibility
creates a connection between the product and a client
helps to motivate the buyer
concretes user loyalty
‘’A brand consists of any name, design, style, logo, singly or in any combination that distinguish one product from another in the eyes of the customer.” Brassington & Pettitt (2005)

Brief History of Branding
The term branding comes from the word ‘’Brand’’, a word from Ancient Norse meaning “to burn”.

Dating back to 2000BC, the branding concept was essentially to portray ownership, in particular things which had value.

In the early 1900, branded products were placed on the convenience store.

With the invention of TV in 1950’s, real birth of modern branding existed.

What role do the logos, tag lines and images play?
Logos, tag lines and images are an important part of the marketing campaign. There are several reasons to have them:

consumers connect with you by identifying the Logos, tag lines and images;
people remember what they SEE, better than what they hear or read;
to instil trust and appear bigger and well-established.

To stand out from the crowd.

It shows the vision of the company.


Consistency over the years
- innovation, adaptation and integration
Products and services
- with adding value and uncommon features: original purpose

Emotional relationships with customers

91 year-old company, a leading diversified international family entertainment and media enterprise
Expantion of their products and entering new markets
Products based on original idea
Customer‘s connection with brand

'Because the purpose of business is to create a customer, the business enterprise has two—and only two—basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs.' Peter Drucker

Successful companies never stop marketing their brand.
E.g: Coca Cola, Mc Donalds, Nestle

Brand development is an ongoing activity with very high costs

Maintaining and Building a Strong brand has benefits that far exceed the costs
Reduction in turnover costs;

Generate more sales leads;

Acquire more customers;

Attract talent Foster innovation;

Enhance your company culture;

Delight your customers;

Makes it easier for the customer to buy;

Makes it easier for the sales team to sell;

Brand clarity spurs employee motivation;

Increases the value of your company over time;

A well developed brand works for you 24/7;

The brand development exercise creates innovation ;

Saves money on future design and advertising costs;

Creates preference which equals profit.
BrandDirectory, Ranking the World's most valuable brands: http://brandirectory.com/league_tables/table/global-500-2014 [2014]

Brassington, F. and Petit, S., (2006), Principles of Marketing, 4th ed, Harlow, FT Prentice Hall

Garrison Everest, How Much Does a Brand Cost to Build?: http://www.garrisoneverest.com/brand-development-2/how-much-does-a-brand-cost-to-build/ [17.02.2014]

Heirlume, CAUTION: ARE YOU PAYING FOR QUALITY OR BRAND NAME JEWELRY?: http://www.heirlume.co/blogs/gift-guide/9369237-caution-are-you-paying-for-quality-or-brand-name-jewelry [2013]

Klein, B., Library of Economics and Liberty, Brand Names: http://www.econlib.org/library/Enc1/BrandNames.html [2002]

Kotler, P and Keller, K.L., (2006) Marketing Management 12th Ed,
Upper Saddle River, Pearson

Singhal, A.,The Economic Time: http://economictimes.indiatimes.com/managing-brand-building-costs/articleshow/18474736.cms [8.07.2002]

Specialized Studies - Corporate Communications & Marketing Module MCC2 – Corporate Brand Management, Peter Baumann �, Bern University of Life sciences, 2012

Source of pictures: http://www.vinted.co.uk/forum/questions-suggestions-and-comments/suggestions-for-improvements/4913-beware-fake-tiffany-co-jewellery
Source of pictures: https://ever.travel/posts/15-zamki-germanii-noyshvanshtayn-i-hoenshvangau
Source of pictures: http://natalydesign.ru/?p=3389
Sources of pictures: http://trendfashionmagazine.blogspot.cz/2010/10/ralph-lauren-22000-square-foot-store-in.html
Seat Alhamara VW Sharan Ford Galaxy

Quaity, personality, satisfaction, trust, and expectations

Source of pictures: http://vw-sharan.pl
Nazira Tadjieva
Rusudan Gaprindashvilli
Sheron Kamseu
Tereza Kalinova
Source: Bern University of Applied Sciences, Bauman, Corporate Communications & Marketing Module MCC2 – Corporate Brand Management.
Global 500 2014
The World's Most Valuable Brands
Source: http://brandirectory.com/league_tables/table/global-500-2014
Full transcript