Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

1. Key Branding questions facing USA Today

No description
by

Kayla Ponting

on 27 September 2013

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of 1. Key Branding questions facing USA Today

1. Key Branding questions
2. Relationship Management tactics for readers and advertisers
The brand itself
-Began as a just a product, has evolved over time to become a multi-platform source of news and information
-Brand essence: credible, reliable, trustworthy, entertainment, unity
- The core benefit: visual story-telling, an impactful experience and a broad, comprehensive spectrum of credible information.
-The basic product is a concise and straight-to-the-point newspaper.
-Expected product: relevant articles, unbiased reporting, broad news coverage, quality print and thorough distribution
Key considerations/questions

The nature of the USA Today Brand
Branded house
Risks/benefits associated with its brand extensions
Canniblization
Impact of logo redesign
Readers and advertisers:
Relevant segments
Types of relationship tactics that could be considered
Risks and benefits of different tactics
"With every brand is a product, but not every product is a brand."
-David Ogilvy
Brand extensions in a branded house
USA Today- a branded house
Risk-parent brand loses credibility if sub-brand backfires
Benefit-can add value and strengthen the overall parent brand
Cannibalization-not as much a threat as many think, web site extensions can be used to enhance loyalty of print parent brand

Sub-brands, endorsed brands and co-brands
Website
Travel Zone Store
Television network
Heavy use of sub-branding:
Online website-adds value
Travel store and music channel?
Consider endorsed brands-less risk?
Co-branding?

Logo redesign
Key recommendations
-How far does USA Today want to go with brand extensions? How far is too far?
-How much attention to spend on older generation?
-Focus on key relationships with subscribers and frequent/large spending advertisers
Relationship tactics for readers
Relevant segments: where should their primary focus be?
subscribers and non-subscribers
Usage: heavy/habitual vs. light/impulse
Iron: Non-subscribing, light users, impulse customers
Possible tactics:
knowledgeable about consumer through leveraging intermediaries /technology
Develop frequency programmes
Create strong recovery programmes
Gold: Non-subscribing, single-copy, heavy/frequent users, habitual, newsstand clients.
Tactics: Increase brand impact through line extensions.
Eg Veja
Platinum: Subscribing, heavy users, loyal, profitable, not price sensitive
Tactics: Loyalty schemes?
Value-adding line extensions
Small, personal shows of appreciation
Tactics to build relationships with advertisers
Segment according to:
frequent/infrequent advertisers
Tactic:
Frequent: Special rates, special treatment eg prime space and discounts for greater volume purchase
Infrequent: Incentives for repeat purchase and greater volume purchase
Segment according to:
Spending potential-reward high spenders with VIP Treatment e.g. front page, first choice etc
Full transcript