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BMAR 322 - SU2 (CH2)

Brand image
by

Re-an Muller

on 21 July 2016

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Transcript of BMAR 322 - SU2 (CH2)

Brand Management
SU2 (Ch2)
R. Müller
You have just met the person:

Heineken...

Describe the person?

Happy is the man who finds wisdom and who gains understanding...


Proverbs 3:13
Explain how brand image affect consumers, other businesses, and the company itself
Elements of brand image
Packages + labels
Advertisements
Retail outlets
Employees
Goods & services
Johnnie Walker
Blue Label
Company
perspective?
Consumer
perspective?
Analyse the elements involved in identifying, creating, rejuvenating, or changing a brand’s image
Identifying the Desired Image

Creating the Right Image


Extension of feelings to new products

Attracts higher quality employees

Greater channel power

Positive word-of-mouth

More frequent purchases

Consumer loyalty

Ability to charge more

Provides positive assurance
Social acceptance
Provides psychological reinforcement
Reduces search time
Little or no previous experience
Unfamiliar settings
Evaluate current image
Ask customers
Ask non-customers

Sends clear message
Portrays what the firm sells

Rejuvenating an Image

Sells new products
Attracts new customers
Retains current customers
Key – Remain consistent with old and new
Takes time and effort
Help former customers rediscover the brand
Offer timeless consumer value
Stay true to original, but contemporize
Build a community

Keys to successful rejuvenating
Changing an Image


Extremely difficult
PRACTICAL
Categorize the different types of brand names

Overt names reveal what the company does.
Iconoclastic names do not reflect the company‘s goods or services
Conceptual names imply the essence of the brand (Evokes a vision)
Implied names imply what the company is about.
Assess various logos based on the characteristics of effective logos

Easily recognizable
Evokes positive feelings
Consensual meaning
Familiar
Flanker Brands
Brand extension is the use of an established brand name on goods or services that are not related to the core brand.
Co-branding is the combination of two brands.
A flanker brand is the development of a new brand by a company in a good or service category it currently has as a brand offering.
Co-Branding
Family Brands
 A family brand means a company offers a series or group of products under one brand.
Brand Extensions
Invest in the brand
Create awareness
Offer authenticity, uniqueness
Build trust
Deliver an experience
Offer value
Utilize social media
Utilize mobile phones
Act responsibly

Building Powerful Brands
Brand Loyalty
Brand Equity
Private Brands
Changes in Private Labels

Advantages to Retailers

Tactics Used to Combat Private Labels


Packaging & Labels
Domain / Cyber squatting
Brand
Infringements
Name & logo
Corporate personnel
Ideals
Beliefs
Conduct

Environmental policies
Tangible
Intangible
Factory
When your brand has a good corporate image...
When you are purchasing a brand with a good corporate image...
Differentiate between the different kinds of brands that a firm can offer

Brand parity

Brand equity
Set of characteristics makes brand unique
Helps fight brand parity
Perceived better
Presentation:
Introduce your Advertising Agency
Name + Logo
Brand image / personality
Members + Tasks
Portfolio
(see Efundi/Resources/Portfolio)
Brand image?
Not for
Test Purposes
You have just met the person:

Johnnie Walker Blue Label...

Describe the person?

19 July 2016
Ultimate objective

Only brand that customers purchase

Drivers of brand loyalty
Emotion
Value

Consumer experience

Self study
Marketing communications
Media reports
Country location
Corporate culture
Brand Logos
Aids in recall of specific brands

Aids in recall of advertisements

Reduces shopping effort

Reduces search time and evaluation of alternatives

Dove
Coke Cola
Toyota Hilux
Benefits:
Use of colour in logos
Ingredient Branding

Cooperative Branding

Complementary Branding

Explain how brands are developed, built, and sustained in order to build brand equity and fend off perceptions of brand parity
Where does your brand stand now?
What are your objectives?
What are you doing in terms of building your brand and business?
What are your brand’s strengths? Weaknesses?
Which opportunities should be pursued first?
Where are the pitfalls?

Developing Strong Brands
Explain how brands are developed, built, and sustained in order to build brand equity and fend off perceptions of brand parity
Begins with understanding why consumers buy a brand.

Methods of Measuring Brand Equity
(Fig 2.16)

Primary Purposes of Packaging

Labels


Self study
Uses for QR Codes Packages and Labels

Begins internally – then moves outward

Requires more than advertising
Necessary when target market declines or product no longer matches industry trends
NEW VENUE + CLASS TIME
Wednesdays @ 14h00
Building 9B G01
PRACTICAL EXERCISE
Create a QR Code that open:

https://www.facebook.com/bmar322/
R200 for the 1st agency's income statement
R100 for the rest with working QR codes
Full transcript