Marketing Communications

CHAPTER 2 Branding CHAPTER OBJECTIVES This chapter will help you to: z Understand the various aspects of branding z Learn about ...

BRANDS 39 Introduction Since the early days of marketing, brands have always been important. Consistent and long-term investment ...

40 CHAPTER 2 BRANDING Brand names, as well as other brand elements such as logos, URLs, symbols, characters, spokespeople, jingl ...

BRANDS 41 Th ree categories of brands can be distinguished: Manufacturer brands are developed and marketed by manufacturers of ...

42 CHAPTER 2 BRANDING extensively to store brands during recession times than they switch back to national brands in a subsequen ...

SUCCESSFUL BRANDS 43 trustworthy. Both long-term support and the signifi cant contribution of communications are important. Succ ...

44 CHAPTER 2 BRANDING Table 2.1 Top 25 brands worldwide 2011 rank 2010 rank Brand Country of origin 2011 brand value ($M) Change ...

BRAND STRATEGIES 45 Brand strategies A brand strategy starts with the decision whether or not to put a brand name on a product. ...

46 CHAPTER 2 BRANDING most important being that the original brand loses its meaning and clear positioning.^17 Another disadvant ...

BRAND STRATEGIES 47 backed by suffi cient advertising support. Respondents who were exposed to an ad fi ve times responded signi ...

48 CHAPTER 2 BRANDING A brand strategy in which diff erent brands are used for products or product ranges in the same product ca ...

BRAND STRATEGIES 49 Local brands oft en have a long tradition in specifi c countries and are oft en market leaders in their home ...

50 CHAPTER 2 BRANDING A recent study indicates that whether consumers prefer a local brand such as Mecca Cola (France) or Fei-Ch ...

BRAND PORTFOLIO 51 Brand portfolio Building a strong brand is one thing, sustaining brand equity in the long run is something el ...

52 CHAPTER 2 BRANDING protect bastion brands, fl anker, fi ghter or prestige brands can be introduced. A fl anker brand follows ...

BRAND EQUITY 53 Quaker Oats, illustrated this by stating: ‘If we were to split up the company, you can have all the buildings, I ...

54 CHAPTER 2 BRANDING brands that have proved to be successful in diff erent countries are assumed to be a more stable and robus ...

BRAND EQUITY 55 oft en, in diff erent usage situations.^52 Deep and broad awareness are necessary to penetrate the consideration ...

56 CHAPTER 2 BRANDING consumers associate with a brand or product. For example, most consumers would think that it is more appro ...

BRAND EQUITY 57 Finally, brand feelings or consumers’ emotional responses to the brand are an important element of brand equity. ...