Integrated Marketing Communications

A bit about Branding

5Tutorial

what is a brand?

a brand can be perceived as a product…

...that adds either rational and tangible dimensions (related to performance)

…or as a symbol......symbolic, emotional and intangible

dimensions (related to what the brand represents)

Keller, 1997

what is a brand?

Fill, 2011, identifies that a brand has two main attributes…

intrinsicextrinsic

functional…designperformanceingredients/components

size/shapeprice

meaning…valuebrand imageimages of stores where soldperceptions of users of the brand

brand characteristics…

functional… the abilities, the areas where

it delivers, what it does

personification… it’s humanist elements… fun, bland,

exciting, adventurous, caring, stylish

relationship building…creating a three-

dimensional person or character

identify what attributes you perceive the

following brands to have and justify why…

consider both intrinsic and extrinsic

then develop a personality for this brand…

considering key projective techniques

…if the brand was a person they would be… they

would wear… they would be how old…

…can you think of a suitable celebrity endorser?

consider both intrinsic and extrinsic…

Now develop a personality for this brand… and a celebrity endorser

consider both intrinsic and extrinsic…

Now develop a personality for this brand…

and a celebrity endorser

consider both intrinsic and extrinsic…

Now develop a personality for this brand…

and a celebrity endorser

OK, now get into small groups…

Read through the mini case…

…discuss the questions and come up

with some clear responses…

…be ready to justify and discuss them