Branding Icons & Misconceptions

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What is Branding What is an enduring brand What is an iconic brand

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BRANDINg By Barbara Carr Aisling Daly Conor Dunne Dave Power

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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…

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“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 of 1. 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

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LIVE FROM KOTLERS OFFICE…

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OTHER WAYS TO BUILD A BRAND…

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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 Map Map 1:… Brand Awareness and- Social Responsibility Map 2… Price- and Quality :

Perceptual Map Map 1:… Brand Awareness and- Social Responsibility Map 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…

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