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  • MKTG260 Mod5 Brand

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    jsdailydrives
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    This document discusses brands, branding, and brand equity. It defines brand as a symbol that represents a company and differentiates it from competitors. Branding is the process of building a brand through competitive advantage, contributions to society, and communication. The 3 C's of branding are to compete with beloved products, contribute to society, and communicate compellingly and honestly. Brand equity results from a brand's financial value and role in personal purchasing decisions. Strong brands tell fascinating stories that add goodwill value and start with organizational strengths. The document also discusses brand architecture, corporate social responsibility, and the marketing mix as they relate to building strong brands.

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    This document discusses brands, branding, and brand equity. It defines brand as a symbol that represents a company and differentiates it from competitors. Branding is the process of building a brand through competitive advantage, contributions to society, and communication. The 3 C's of branding are to compete with beloved products, contribute to society, and communicate compellingly and honestly. Brand equity results from a brand's financial value and role in personal purchasing decisions. Strong brands tell fascinating stories that add goodwill value and start with organizational strengths. The document also discusses brand architecture, corporate social responsibility, and the marketing mix as they relate to building strong brands.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    1 views10 pages

    MKTG260 Mod5 Brand

    Uploaded by

    jsdailydrives
    This document discusses brands, branding, and brand equity. It defines brand as a symbol that represents a company and differentiates it from competitors. Branding is the process of building a brand through competitive advantage, contributions to society, and communication. The 3 C's of branding are to compete with beloved products, contribute to society, and communicate compellingly and honestly. Brand equity results from a brand's financial value and role in personal purchasing decisions. Strong brands tell fascinating stories that add goodwill value and start with organizational strengths. The document also discusses brand architecture, corporate social responsibility, and the marketing mix as they relate to building strong brands.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 10

    brand?

    Objectives
    • Distinguish between brand, branding, and
    brand equity
    • Explain how brands are built
    • Identify and apply the 3 C’s of brand
    Brand – Misunderstood
    • Brand: v to give an identity, visual or
    otherwise to a person, place or thing
    • Brand: n a symbol representing a company,
    differentiating it from competitors; a logo
    • Brand: n a reputation earned by a person,
    place or thing through competitive
    advantage, contribution to society, and
    communication of a powerful story
    Bringing Brand into Focus
    • 4P’s
    • People
    • Culture

    Competitive
    Advantage

    Commun- Contrib-
    ication ution

    • Promo Mix
    • CSR
    • Branding
    • 3 Btm Line
    • Corp Comm
    • Cause
    3 C’s of Brand Began 70 Million Years Ago

    • Compete with
    products people love
    • Contribute as a cost
    of doing business
    • Communicate
    compellingly and
    honestly
    Brand Equity
    • Brand equity is both quantitative (measured
    in financial value) and qualitative (role in
    personal purchase decisions)
    Role in
    purchas
    e
    Financia Longevit
    l y
    Bran
    d
    Equit
    y

    Competitive
    Advantage
    https://www.interbrand.com/
    Building a Strong Brand

    Tell
    Fascinatin
    Add g Stories
    Goodwill
    Value
    Start With
    Strengths
    Brand Architecture (names, logos, etc)

    Corporate/
    Individual Private Label Dual
    Family
    • Apple • Pepsico • Big Rock Trad • 2 brands come
    • Phones • Soda: Pepsi together:
    • Tablets • Snacks: • Co-op Gold • Apple/Nike:
    • Computers Lays Premium watch
    • Music • Cereal: Life • Nabisco/DQ:
    • TV • Juice: Oreo
    Tropicana Blizzard
    Assignment 2 – MKTG Mix Analysis

    1. Introduction: Introduce and describe the company. Provide background, position,


    competitive landscape, relevant environmental factors. State the product/product
    line you have chosen to analyze and introduce the 4 P’s pertaining to that product.
    (5 Marks)
    2. Product Strategy: This section should be led by a 3 C analysis of your company’s
    brand, and level of brand equity provided by the company. Then, describe the
    product with regards to its classification category, and the stage in its product life
    cycle. If you are studying a service, describe the service in terms of the 4 I’s.
    Comment on how your company differentiates its product from its competitors. (15
    marks)

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