Presentation Transcript
Slide 1:BRANDINg
By
Barbara Carr
Aisling Daly
Conor Dunne
Dave Power
Slide 2:THE AGENDA WHAT IS BRANDING
TYPES OF BRANDS
MISCONCEPTIONS OF BRANDS
BRANDING ICONS
FUTURE and RECOMMENDATIONS
What the MDP advisors said. :What the MDP advisors said. . Favourite brand…
Slide 4:“Brands can fail when managers try to make it's appeal so universal”… Rachel “A Brand is not formulated on needs and expectations, but instead on the way that culture is taking shape around them”… Rory “The way to build an iconic brand is by understanding the consumers desires and anxieties in a broader social setting” - Niamh WHAT THE MDP ADVISORS SAID… Iconic brands are powerful and enduring because of1. People’s fundamental need for affiliation;2. The postmodern consumer’s search for identity and meaning - Sarah
What BRAND is this :What BRAND is this
Slide 6:LIVE FROM KOTLERS OFFICE…
Slide 7:OTHER WAYS TO BUILD A BRAND…
Slide 8:What is…
a brand
an enduring brand
an iconic brand
Different types of brands… :Different types of brands… Product
Corporate
House
Own
Range
E-Brands
Service
Non-profit
Examples of Brands… :Examples of Brands…
Misconceptions of Brands :Misconceptions of Brands BrandS ARE…:
Logo’s
Built through advertising
Used primarily to influence customers
Symbolic and emotive
Managed through creativity rather than analysis.
Responsibility of the marketing department
Misconceptions of branding include: Mountain Dew,
Perceptual MapMap 1:… Brand Awareness and- Social ResponsibilityMap 2… Price- and Quality :Perceptual MapMap 1:… Brand Awareness and- Social ResponsibilityMap 2… Price- and Quality
Perceptual Map 1 :Perceptual Map 1 High Low High Low Quality Price
Perceptual Map 2 :Perceptual Map 2 High Low High Low Brand Awareness Social Responsibility
Our Perceptual Map 1 :Our Perceptual Map 1 High Low High Low Quality Price
Our Perceptual Map 2 :Our Perceptual Map 2 High Low High Low Brand Awareness Social Responsibility
v :v World Number 1
Competitive Differentiation:
- Individualistic culture
- Winning image
- Advertising: is Individual
Umbro Takeover World Number 2
Competitive Differentiation
- European culture
- Competing image
- Advertising: with Teams
Reebok Takeover
V :V “Always Coca-cola”
Outselling Pepsi 2 to 1 from 1960s- 1980s
Brand Value $67 billion
Coke Failures
Market share (56%)
Famous coca-cola drinkers “Choice of a new generation”
1975, Pepsi Challenge
1996, Pepsi stuff
Brand Value $12 billion
Pepsi failures
Market share (40%)
Famous Pepsi drinkers
Ford v GM in America :Ford v GM in America Market share (15.7%)
Losses 2007 ($3.5 bn)
Plans in US market Market share (23.8%)
Losses 2007 ($3.3 bn)
Plans in US market
Risers And Fallers Interbrand 2008 Report :Risers And Fallers Interbrand 2008 Report
The future of branding :Understand value and drivers of a brand
Clarity of brand positioning
Brand identity and communications
CORPORATE SOCIAL RESPONSIBILITY The future of branding
Brands in a recession… :weaker brands make leaders stronger
Value based brands benefit
Trusted own brands prosper
Maintaining MARKETING EXPENDITURE… Brands in a recession…
Slide 23:THE END…
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