BÉIS - BRANDING TEST. 04.30.

Definition of marketing:
• In narrow sense: a management process focusing on consumers satisfaction and
entrepreneurial profitability
• In a wider sense: a management philosophy that involves all activities of a company
aiming a total consumer orientation.
• In an extended sense: exchange of all goods (including services, ideas, feelings,
etc.) Besides the FPO it involves non-profit sectors such as education, politics, religions.

4P + 4C + 4E models → different narratives of the marketing mix

PRODUCT AND SERVICE

Product: unity of different physical, aesthetic and symbolic characteristics that are to
satisfy the needs of the customers.

Products and services

can be total different,
so they need different
approaches.

Customer value is the difference between the total customer value and its cost.
The total customer value is the sum of the benefits that the customer expects from the
product or service.
The total cost to the buyer is the cost that the buyer expects to incur in evaluating,
purchasing and using the product or service.
BRAND: supply-side narratives
American Marketing Association: 'a brand may be a name, phrase, sign, symbol,
design, or some combination of these, with the purpose of identifying and
distinguishing the products or services of a seller or group of sellers from those
of competitors.' (Kotler)

BRANDING: – demand-side narratives

Buildingbrands.com: brands are images and impressions in customers' minds
„A person’s perception of a product, service, experience, or organization: a commercial
reputation.”

Brands for customers:

• Long-term reliable supply ("We know we can always rely on the brand, it offers more
than a no-name product")
• Quick decision, convenient purchase, "shortcut" ("We know what it is at first glance.")
• Risk-free, secure purchase, guarantee ("You know what you're getting.")
Objectives for creating retail brands
1. Increase profitability;
2. Create and maintain customer loyalty
3. Maintaining the market position acquired
4. Provide more choice to customers
5. Better matching supply to demand
6. Improve business image
7. the possibility of greater control over supply
8. Simplify the supply chain
9. Distinguish supply from other retailers

Private label model… Works if…

• Minimal product differentiation, low brand equity
• High price sensitivity and high purchase frequency
• Low innovation propensity

Does not work if….

• High innovation rate (costs)
• Significant product differentiation (many product variants)
• Significant marketing communication support
• Significant brand equity - customer loyalty
• Long buying cycles

• BRANDS MAKE PRODUCTS UNIQUE AND DISTINGUISHABLE.

...A specific combination of signals (color, voice, form) that augments the
characteristics of the product and form a unified picture in the minds of the customers.

• “Selling is diversification”

Brand hijacking
• Brand becomes „free good” that is defined and controlled by a community.
 BÉIS BRAND

The best travel gear and accessories for the modern traveler. Chic luggage,
weekender bags & more - anything but BÉISic.
“BÉIS began with the promise to give everyone the opportunity to pack up their stuff and
hit the road with bags and accessories that wouldn’t break the bank.”

Here are the six dimensions of brand image for BÉIS in a simpler format:

1. Brand Awareness: How many people know your brand.

2. Brand Knowledge: What people know about your brand.
3. Brand Image: What people think and feel about your brand.
4. Brand Experience: How people feel after interacting with your brand.
5. Brand Loyalty: How much people stick with your brand.
6. Brand Spirituality: How deeply people connect with your brand on a personal or
emotional level.

BÉIS likely uses:

1. Social Media: Posts on Instagram, Facebook, and Twitter to showcase products

and engage with customers.
2. Influencer Collaborations: Partnerships with influencers to reach new audiences.
3. Content: Blogs, articles, and videos about travel, fashion, and lifestyle.
4. Emails: Newsletters and promotions sent to customers.
5. Events: Pop-up shops and brand-sponsored experiences.
6. Visuals: Consistent design and photography across all channels.

Brand identity:
Logo: BÉIS has a unique logo that represents its brand.

Colors: It uses specific colors consistently across its branding.

Fonts: BÉIS uses particular fonts that reflect its style.

Messaging: Its brand messages convey its values and mission.

Images: It uses specific images or patterns in its branding.

Voice: BÉIS communicates with a consistent tone and style.