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Marketing Management Lecture #8 (Branding perspective image (Why…
Marketing Management
Lecture #8
Branding perspective
Employer branding:
appealing to employees
Why important for consumers?
reduced level of percieved risks
reduces the amount of time spent
identify
brand: perception of customer
Why important for retailers?
helps differentiate
provides some legal protection
enables premium pricing
brand equity:
differential effect of knowing the brand
branding strategy
4 steps to build a strong brand
brand sponsorship
brand positioning
benefits
beliefs and values
attributes
brand development
brand name selection
extendable
translatable
easy to pronounce
Brand Policies:
Family branding:
multi brand policy eg. Kelloggs
Corporate brands:
umberella branding, one brand for all products
of the company eg. Apple
Individual Branding:
each product is branded independenteley
Co branding
Matrix to build strong brands
Product
service
experience
product
goods services continuum
Levels of a product
New Products
Ways to obtain new products
aquisition
development
Product life cycle
growth
maturity
Introduction
decline
