Professional Documents
Culture Documents
Branding Basics
Definition of A Brand
Brand Positioning
Brand Positioning
Refreshment
Family fun/magic
Disposable
Performance/fun to drive
Brand Equity
10
11
12
Branding is
Experiential
17
18
In Summary
Successful Brands Arent Created in the Marketing
Department alone Theyre Created in Every Area
of the Operation
Defined every day by decisions and actions that occur
in every part of the operation
Every decision is made with impact on brand in mind
Every person in the company has a personal
stake in the brand
21
22
23
24
25
Pricing
Brand Risk:
Discounting and Product Devaluation
Brand Opportunity:
Increasing Pricing Band
Targeted Price Promotions
Adding Value
Highlighting Price Advantage
27
Promotion
Brand Risk:
Stop Spending
Brand Opportunity: Capitalize On Consumer Wants
Value
Trust
Nostalgia
Affordable Escapism
28
Branding
$$$
=
Good Times
Branding
$
Tough Times
30