Please enable JavaScript.
Coggle requires JavaScript to display documents.
Chapter 7: Effective Branding Strategies for Both Consumer and Business…
Chapter 7: Effective Branding Strategies for Both Consumer and Business Products/Services
Definition of Brand Strategy: The strategy of the brand defines exactyl how the brand will approach the market including the elements and tools it will use to achieve its goals.
Elements that brand strategy need to follow:
Conveying a Purpose
Consistency in Branding
Emotion
A) Happiness: Ads that make viewers feel joy. For example, McDonald’s highlights the happiness of family meals, showing joyful gatherings that focus on togetherness.
B) Nostalgia: Ads that evoke fond memories. Coca-Cola often uses nostalgia to create a sense of unity and joy, crossing cultural lines and reminding people of shared moments. This approach makes the brand feel timeless.
C) Inspiration: Ads that motivate viewers to achieve their dreams. Nike’s campaigns, like their “Just Do It” slogan, share stories of overcoming challenges and success, inspiring viewers to push their limits. These ads use positive emotional appeal.
D) Love: Ads that focus on connection and romance. Apple’s commercials evoke feelings of innovation and prestige, making its target audience aspire to own expensive Apple products.
E) Fear: Ads that highlight risks to prompt action. These ads use fear appeal and negative emotions to create urgency, encouraging viewers to make decisions to avoid negative outcomes. This tactic is often used in health and safety campaigns
F) Pity: Ads that evoke compassion are often used by charities. These ads show suffering or hardship, prompting viewers to help and support the cause. The emotional connection drives donations and support. Think UNICEF’s “Save a Child for Only 50 Cents a Day” campaigns.
G) Outrage: Ads that provoke anger about injustices, effective for advocacy. These ads highlight social issues, encouraging viewers to take a stand and demand change.
This approach can mobilize people and create a strong sense of community around the cause.
Flexibility
A Positive Company Culture
Types of Branding Strategy
Product Branding Strategy
Service Branding Strategy
Corporate Branding Strategy
Retail Branding Strategy
Geographic Branding Strategy
Personal Branding Strategy