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L1: Branding (Fundamentals of Branding (Anything can be branded…
L1: Branding
Fundamentals of Branding
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Origins: 'brandr' - to burn: Practice to brandmark one's cattle or property. A brand is a name, term, sign, symbol or design with the intention to identify the goods/services and has differentiation purpose
Story design to shape feelings / perception of customer and their behaviours such as purchase, loyalty, market share. E.g. Fiji Water
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Even commodities can be branded, e.g. Kona Nigari Water or Renova Toilet paper
DeBeers Diamonds
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New events such as anniversaries, special occasions, marry again campaings
Anything can be branded
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Sports, arts and entertainment
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Ideas and Causes
Safe Sex, No Smoke campaigns
Brand equity
Def: Marketing effects uniquely attributable to the brand. Different outcomes result in the marketing of a product or service because of its brand name. See same tshirt, different prices due to their brand name: H&M, Armani, Gucci
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B2B vs B2C: 80 percent is B2B, but all theory can be applied to both as everywhere are humans involved
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Exam
3 Question, of which 2 must be completed
Everything which had been covered: Lectures, cases, guest speakers
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Brand value
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Interbrand uses elements of financial forecast, role of brand and brand strength to calculate brand value
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