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lesson 3 - building brands

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					Lesson 4.3
    Building Brands
 • The objective of Module 4.3 is to
   explore how marketers
   strategically attempt to create a
   stronger brand in the marketplace.
 • Concepts such as brand image,
   brand personality, and co-branding
   will be investigated to illustrate
   this process.
Brand Image and
Personality
 • Brand image - salient and
   feeling-related associations
 • Brand personality - specific
   “personality-type” traits or
   characteristics ascribed by
   consumers to different brands
    – Masculine/feminine
    – Calm/exciting
 • Macintosh vs. PC
 • I’m a PC
Brand Personality
Framework
                          Brand
                        Personalit
                            y



            Excitemen                Sophisticat   Ruggednes
Sincerity               Competence
                t                        ion           s



•Down-to-   •Daring     •Reliable    •Upper        •Outdoors
 earth      •Spirited   •Intellig    class         y
•Honest     •Imaginat   ent          •Charming     •Tough
•Wholesom   ive         •Successf
 e          •Up-to-     ul
•Cheerful   date
click here for original graph
Branding
Strategies
Manufacturer’s Brand
– Individual Brand
Manufacturer’s Brand
– Family Brand
Manufacturer’s Brand
– Combination Brand
Private Brand –
Individual Brand
Private Brand –
Family Brand
Private Brand –
Combination Brand
Pets have gone
from…
The   backyard to…
The   back porch to…
The   garage to…
The   house to…
The   bedroom to…

The bed.
Building Brand
Connections
From pet supplies
to… hotels/resorts
 • Pet
• Pet daycare
  centers
• Pet health care
• Pet Boutiques
• Pet Massages
• Pet Insurance
• Designer Dogs
  – Labradoodle
  – Bagels (beagles and
    basset hounds)

				
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posted:3/31/2011
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