Social Media Marketing 8200 June 4, 2014

Branding

Twitter: @seedgirl

LinkedIn: crista.renner

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Branding

The Branding Gap

Identify two brands you like and describe why

Consider your brand. What are its strengths and weaknesses?

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Perceived Brand Value

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Quora: What is Branding?

Branding is the emotional feeling/reaction elicited when a person hears/sees your brand, which is in turn the result of the sum total of all that person's experiences, both positive and negative.

Branding is not slapping your name logo everywhere in the hope that the mere exposure effect is sufficient to sell your product. That approach may have worked in the past, but today a brand needs to be remarkable and experiences are a huge part of making anything sustainably remarkable.

Design is a core part of Branding. I would go as far as to say that the best branding is synonymous with design. They are inseparable concepts.

http://www.quora.com/search?q=what+is+branding%3F

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Reddit: What is Branding?

Pick a few companies that you feel have really great marketing and branding -- some examples that I can think of are Red Bull, Nike, Apple, and so on.

Then, follow the ever living hell out of them. Set up Google alerts for each. Follow them via social media. Explore their websites, look for content pieces that others have written about their marketing tactics -- for better or for worse. On the PR side, make sure that you're also reading about how the companies respond when something negative happens.

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Pinterest: What is Branding?

http://www.pinterest.com/pin/486177722244430657/

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What Makes a Brand?

BRAND ELEMENT DESCRIPTION

Brand Name Spoken component ie. Comfort Inn

URLs Location of pages on the internet ie. Facebook

Logos & Symbols Visual elements ie. Nike swoosh

Characters Brand Symbols ie. Jolly Green Giant

Slogans Short phrases ie. Always Fresh

Jingles Words or distinctive music ie. Plop, plop, fizz, fizz…

Marketing, 2nd Edition, McGraw Hill, 2012 Frewal, Levy, Persaud, Lichti, Chapter 9

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Branding

Brand Equity

AwarenessValueLoyalty

Brand Ownershi

pMfrs BrandPrivate LabelGeneric

Brand Name

FamilyProduct LinesIndividual

Marketing, 2nd Edition, McGraw Hill, 2012 Frewal, Levy, Persaud, Lichti, Chapter 9

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Brand Equity

The set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service.

Tiffany – Blue Box

Ralph Lauren – Polo Player

Awareness, Perceived Value, Brand Association, Loyalty

Marketing, 2nd Edition, McGraw Hill, 2012 Frewal, Levy, Persaud, Lichti, Chapter 9

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Brand Ownership

Manufacturer brands, also known as national brands owned by manufacturer – ie. Nike, KitchenAid

Private Label brands owned and managed by retailers – ie. Whirlpool – Sears/Kenmore, Loblaw/President’s Choice

Generic brands are sold without brand names, typically in commodities. Ie. Salt, grains, produce

Marketing, 2nd Edition, McGraw Hill, 2012 Frewal, Levy, Persaud, Lichti, Chapter 9

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Brand Name

Family Brand - A firm uses its own corporate name ie. Gap, General Electric

Product Line – A combination of corporate and product line brands ie. Kellogg’s Corn Flakes,

Individual Brands – A firm uses indivudal brand names for each of its product

Marketing, 2nd Edition, McGraw Hill, 2012 Frewal, Levy, Persaud, Lichti, Chapter 9

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Benefits of an Established Brand

Marketing, 2nd Edition, McGraw Hill, 2012 Frewal, Levy, Persaud, Lichti, Chapter 9

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Benefits of an Established Brand

Benefit Value

Facilitates Purchasing Easily recognized and attributes communicated

Establishes Loyalty Trust and performance create repeat buying patterns

Protects from Competition More established

Reduces Marketing Costs The brand sells itself

Brands are Assets Legally protected through TMs and Copyrights, and constitue unique ownership

Brands Impact Market Value Directly impacts brand’s bottom line

Marketing, 2nd Edition, McGraw Hill, 2012 Frewal, Levy, Persaud, Lichti, Chapter 9

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Most Valuable Brands

http://www.interbrand.com/en/best-global-brands/2013/top-100-list-view.aspx

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How To Introduce a New Brand

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Blendtec Branding Elements

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Resources

Top Canadian Brands: http://interbrand.com/en/best-global-brands/region-country/best-canadian-brands/2014.aspx

10 Free Branding Resources: http://www.bigbrandsystem.com/free-branding-resources/

Marketing Profs, Branding Resources: http://www.marketingprofs.com/marketing/library/4/brand-management

Video – TedX – Life Lessons from an Ad Man: http://tonykinard.net/2012/06/3-ted-talks-everyone-advertising-should-watchg-should-watch/#.U-vDU4AbD8X

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Next Week: Traditional Marketing Tools

What traditional media tools do you use in your work?

Identify a traditional marketing tool that catches your attention in the coming week.

Are traditional marketing tools still revelevant? Why or why not?