Holistic marketing concept Marketing dep.

Transcription

1 Holistic marketing concept Marketing dep. Senior management Other dep. Communications Products Chann els internal marketing Integrated marketing Holistic marketing Social marketing Relationship marketing Community Ethics Environment Legal Customers Channel Partners

2 Relationship marketing

3 internal marketing

4 Social marketing

5 Integrated marketing Product Product variety Quality Design Features Brand name Packaging Size Services Warranties Price Price Discounts Allowances Payment period Credit terms Marketing mix Target market Promotion Sales promotion Advertising Sales force Public relations Direct marketing Place Channels Coverage Assortments Locations Inventory Transport

6 BRAND

7 what is brand and how does brand work? what is brand equity? how brand equity is build, measured, and managed? what are the important decisions in developing a branding strategy?

8 Let s start

9 BRAND history

10 from earliest times, humans have used marks to designate, sometimes as property owner or sometimes as manufacturer

11 5000 b.c. cave drawing show bison with symbols on their flanks, presumed to be ownership marks

12 mesopotamian commodities are 3500 b.c. identified with cylindrical seals. Stone seals are found in Cnossos on Crete

13 3000 b.c. bricks, pottery, quarry stones, and roof tiles from first Dynasty of Egypt have marks believed to be ownership marks

14 2000 b.c. potters seals are found near Corinth

15 6th century to stamped 3th century b.c. ceramics used on locally made greek pottery

16 documented 500 b.c. to 5oo a.c. economic use of brands in Roman empire. Bricks were stamped with mark

17 12th century trade guilds begin using marks

18 13th century bell makers begin using marks. Watermarks, also known as papermarks first appear in Italy

19 1266 earliest english law on trademarks: Bakers Marking law. Some bakers stamp bread, others prick the bread

20 1452 earliest litigation over mark

21 First reference to infringement (Southern v. How): a clothier making inferior cloth uses the mark of a superior clothier. This case is considered a link between merchants' marks of the Middle Ages and modern commercial trademarks. 1618

22 1876 Bass brewery registers first trademark in UK.

23 1887 Coca Cola first used as a trademark for a tonic beverage.

24 BRANDS identify the source of maker of a product and allow consumers to assign responsability to a particular manufacturer.

25 the scope of branding

26 branding is about creating differencies

27 to brand a product

28 it s necessary to teach customers

29 WHO the product is by giving it a name and using elements to help identify it

30 WHAT the product does

31 WHY customers should care

32 for successful branding strategy customers must be convinced that there is meaningful differences among all brands in the category

33 branding can be applied everywhere

34 brand equity

35 added value

36 endowed

37 to a products

38 this value may be reflected

39 in how customers

40 think

41 feel

42 act

43 and

44 price

45 share

46 profit

47 that the brand commands for the firm

48 brand equity value can be reflected in how customers think, feel and act with respect to the brand, as well as the prices, market share, and profitability that the brand commands for the firm

49 brand equity models

50 1

51 brand asset valuator

52 brand asset valuator Advertising agency Y&R developed this model. Based on research with almost consumers in 40 countries, BAV provides comparative analysis of thousands of brands.

53 brand asset valuator 4components

54 differentiation measures the degree to which a brand is seen as different from others

55 relevance measures the breadth of brand s appeal

56 esteem measures how well the brand is regarded and repected

57 knowledge measures how familiar and intimate consumers are with the brand

58 differentiation + relevance = brand stregth

59 esteem + knowledge = brand stature

60 leadership niche/unrealized potential declining new/unfocused eroding

61 2

62 Aaker model

63 Aaker model Former UC - Berkley marketing professor David Aaker views brand equity as set of five categories of brand assets

64 Aaker model Former UC - Berkley marketing professor David Aaker views brand equity as set of five categories of brand assets

65 Aaker model5categories

66 Aaker model brand loyalty

67 Aaker model brand awareness

68 Aaker model perceived quality

69 Aaker model brand associations

70 Aaker model other proprietary assets

71 Aaker model According to Aaker a particular important concept for building brand equity is Brand identity

72 Aaker model Brand identity the unique set of brand associations that represent what the brand stands for and promises to customers

73 Aaker model Aaker sees Brand identity as consisting of 12 dimensions organised around 4 perspectives

74 brand as product brand as organisation brand as person brand as symbol product scope product attributes quality/value uses users country of origin organisational attributes local vs. global brand personality brand - customer relations visual imagery/ metaphors brand heritage

75 3

76 BRANDZ

77 Brandz Marketing research consultants Milward Brawn and WPP have developed the Brandz model of brand strenght, at the heart of which is the BrandDynamics pyramid. According this model, brand building involves sequential series of steps, where each step is contingent upon successfully acomplishing previous step

78 Brandz STEPS

79 Brandz Presence Do I know about it?

80 Brandz Relevance Does it offer me something?

81 Brandz Performance Can it deliver?

82 Brandz Advantage Does it offer something better than others?

83 Brandz bonded consumers spend more, but more consumers can be found on upper levels Bonding Nothing else beats it

84 4

85 Brand resonance

86 Brand resonance This model also views brand building as and ascending sequential series of steps from bottom to top

87 4. Relationships = What about you and me? acording this model enacting the 4 steps involves establishing 6 brand building blocks resonance Intense active loyality 3. Response = What about you? judgement feelings Positive, accesible reactions 2. Meaning = What are you? performance imagery strong, favorable & unique brand associations 1. Identity = Who are you? salience deep, broad brand awareness

88 the model emphasize duality of brands rational route to brand building emotional route

89 salience relates to how often and easily the brand is evoked under various purchase and consumption situations

90 performance relates to how the product or service meets customer s functional needs

91 imagery deals with extrinsic properties of the product, including the ways in which the brand attempts to meet customer s psichological or social needs

92 feelings are customer s emotional responses and reactions with respect to the brand

93 judgments focus on customer s own personal opinions and evaluations

94 resonance refers to the nature of the relationship that customers have with the brand

95 resonance examples of brands with high resonance Apple inc.