Professional Documents
Culture Documents
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1. Think different ( _____) 2. The worlds local bank ( ____) 3. Only a surfer knows the feeling (___________) 4. Vorsprung durch technik (_______) 5. Taste the rainbow (___________) 6. Because you are worth it. (______________) 7. The Power of Dreams (__________) 8. The car in front is a (___________) 9. You know who your mates are (___________) 10. Have it your way. (___________) 11. Top bombing (___________) 12. When it absolutely, positively has to be there overnight. (________) 13. Impossible is nothing (___________) 14. Snap! Crackle! Pop! (__________) 15. Finger lickin good. (___________) 16. Extraordinary purity (___________) 17. Believe in better (___________) 18. It neednt be hell with (___________) 19. Dont just book it. (___________) it Powerpoint Templates 20. Live unbring. (___________)
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21. Every little helps (___________) 22. Supporting teachers, inspiring students (___________) 23. Not for girls (___________) 24. It does exactly what it says on the tin (___________) 25. Simples (____________) 26. Once you pop, you just cant stop (___________) 27. Making the unmissable unmissable (___________) 28. Somethings in life are priceless, for everything else theres (__________) 29. Ahhhhhhh (___________) 30. Reassuringly Expensive - (___________)
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Brand ego-- Brands sometimes develop a tendency for overestimating their own importance, and their own capability. This is evident when a brand believes it can support a market singlehandedly, as Polaroid did with the instant photography market. It is also apparent when a brand enters a new market for which it is clearly ill-suited, such as Harley Davidson trying to sell perfume.
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Brand fatigue- Some companies get bored with their own brands. You can see this happening to products which have been on the shelves for many years, collecting dust. When brand fatigue sets in creativity suffers, and so do sales. Brand paranoia- This is the opposite of brand ego and is most likely to occur when a brand faces increased competition. Typical symptoms include: a tendency to file lawsuits against rival companies, a willingness to reinvent the brand every six months, and a longing to imitate competitors. Brand irrelevance- When a market radically evolves, the brands associated with it risk becoming irrelevant and obsolete. Brand managers must strive to maintain relevance by staying ahead of the category, as Kodak is trying to do with digital photography
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Positioning of a Brand
Why? - Brand Promise and Consumer
Benefit Aspect
Brand Positioning
A Brand Position is the part of the brand identity and value proposition that is to be actively communicated to the target audience and that demonstrate an advantage over competing brands.
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When
Flavor
Color Whiteness of teeth Fresh breath Decay prevention
Price
Plaque prevention Stain prevention Principal Brands Ultra Brite, Aim, Stripe Powerpoint Templates McCleans
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By benefit By price v/s quality By use By product user By product class Using culture By competition
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Core Identity:
Value Offering: Mc Donalds Provide value as defined by the product, special offers, and buying experience given the price. Food Quality: Consistently hot, good-taste at any McDonalds in the world Service: Fast, accurate, friendly and hassle free Cleanliness: The operation are always spotless on both sides of the counter User: Families and kids are a focus but serves a wide clientele.
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Memorability
Brand elements should inherently be memorable and attention-getting, and therefore facilitate recall or recognition. For example, a brand of propane gas cylinders named Blue Rhino featuring a powder-blue animal mascot with a distinctive yellow flame is likely to stick in the minds of consumers.
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Meaningfulness
Brand elements may take on all kinds of meaning, with either descriptive or persuasive content. Two particularly important criteria General information about the nature of the product category Specific information about particular attributes and benefits of the brand The first dimension is an important determinant of brand awareness and salience; the second, of brand image and positioning.
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Likability
Do customers find the brand element aesthetically appealing? Descriptive and persuasive elements reduce the burden on marketing communications to build awareness. Pepsi Co Nimbooz- refreshing nimbu paani with asli lemon juiceEkdam asli Indian
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Transferability
How useful is the brand element for line or category extensions? To what extent does the brand element add to brand equity across geographic boundaries and market segments? e.g Amazon Pepsi , marketing in China Pepsi brings you back to life in chinese meant Pepsi brings your ancestors back from the grave
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Adaptability
The more adaptable and flexible the brand element, the easier it is to update it to changes in consumer values and opinions. For example, logos and characters can be given a new look or a new design to make them appear more modern and relevant.
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Protectability
Marketers should:
1. Choose brand elements that can be legally protected internationally. 2. Formally register chosen brand elements with the appropriate legal bodies. 3. Vigorously defend trademarks from unauthorized competitive infringement.
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Slogans
Packaging
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Brand Names
Like any brand element, brand names must be chosen with the six general criteria of memorability, meaningfulness, likability, transferability, adaptability, and protectability in mind.
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URLs
URLs (uniform resource locators) specify locations of pages on the web and are also commonly referred to as domain names. A company can either sue the current owner of the URL for copyright infringement, buy the name from the current owner, or register all conceivable variations of its brand as domain names ahead of time. E.g Andersen Consulting
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Characters
A special type of brand symbolone that takes on human or real-life characteristics Some are animated like Pillsburys Poppin Fresh Doughboy, Peter Pan peanut butters character, and numerous cereal characters such as Tony the Tiger, Capn Crunch, and Snap, Crackle & Pop. Others are live-action figures like Juan Valdez (Colombian coffee), the Maytag repairman, and Ronald McDonald. Notable newcomers include the AOL running man, the Budweiser frogs, and the AFLAC duck.
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Slogans
Slogans are short phrases that communicate descriptive or persuasive information about the brand. Slogans are powerful branding devices because, like brand names, they are an extremely efficient, shorthand means to build brand equity
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Classic Slogans
Melts in your mouth, not in your hands (M&Ms) Sometimes you feel like a nut, sometimes you dont (Almond Joy/Mounds) Wheres the beef? (Wendys) A mind is a terrible thing to waste (United Negro College Fund) Can you hear me now? (Verizon)
Source: Monty Phan, Celebrating Their Sweet Success, Newsday, 21 September 2004, Powerpoint Templates 4.31 Page 31
Jingles
Jingles are musical messages written around the brand. Typically composed by professional songwriters, they often have enough catchy hooks and choruses to become almost permanently registered in the minds of listenerssometimes whether they want them to or not! Jingles are perhaps most valuable in enhancing brand awareness.
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Packaging
From the perspective of both the firm and consumers, packaging must achieve a number of objectives: Identify the brand Convey descriptive and persuasive information Facilitate product transportation and protection Assist at-home storage Aid product consumption
Susan B. Bassin, Value-Added Packaging Cuts through Store Clutter, Marketing News, 26 September 1988, 21. Powerpoint Templates 4.33 Page 33
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Valerie Folkes, Ingrid Martin and Kamal Gupta, When to Say When: Effects of Supply on Usage, Journal of Consumer Research, 20 December 1993, 467-477. Powerpoint Templates 4.36 Page 36
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