Creation and development of image•Repeat purchases and loyalty Building the Brand•Identify brand values and positioning strategyoIdentify key attributes and benefitsoClearly state what the brand will do for customers•Plan and implement the marketing programoDevelop an integrated plan that draws upon key elements of the marketing mix and design and execute the marketing communications mux•Measure and evaluate bran performanceoEvaluate the results against planned objectives, including loyalty, market share, and sales•Build brand loyalty and brand equity oAfter, expand, and rejuvenate brands to retain their position in the marketplace Brand Positioning•The selling concept that motivates purchase, or the image that marketers desire a brand to have in the minds of consumers•A good positioning strategy clearly differentiates a brand from all competing brandsEstablishing Core Values and Brand Positioning•What does a brand stand for?•Core values: the primary attributes and benefits a brand deliversoAttribute a descriptive featureoBenefit: value consumers attach to a branch attribute Importance of Positioning•A clearly worded positioning strategy statement provides guidance for developing all marketing and marketing communications strategies Positioning Strategies•Product differentiation•Brand leadership•Head-on (comparative)•Innovation•Price (value)•Channel•Lifestyle (image)Planning and Implementing•To build brand loyalty and equityoDetermine the appropriate brand elements to focus on (names, packaging, symbols, and characters)oDevise an effective marketing communications strategy to communicate the brand’s values and positioning strategy oExample: “I am Canadian” – Canadian Beer
Brand Slogans from the PastPackaging and Brand Building•A good package design helps build a brandoThe “look” must be instilled in the customer’s mindoDifferentiates a brandoHelps maintain brand identity across product linesoFamiliarity creates trustBranding by Design•Not everything is sold in a package oThe look and style can be key influencer•For durable goods, must fit consumer lifestyleoForm follows function•For intangible products, need effective marketing communications programsoRebranding may be necessaryoDistilling a complete rebranding into an instantly recognizable message is crucial
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