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Branding

International Marketing 70-480, Session 2 Lloyd Corder, Ph.D. Branding . Slide 2. Corder’s Questions. What A re Perceptions? What Are Brands?. 2. Branding International Marketing 70-480 Lloyd Corder, Ph.D. Slide 3. What Are Perceptions & How Do We Measure Them?.

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Branding

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  1. International Marketing 70-480, Session 2 Lloyd Corder, Ph.D. Branding

  2. Slide 2 Corder’sQuestions • What Are Perceptions? • What Are Brands? 2. Branding International Marketing 70-480 Lloyd Corder, Ph.D.

  3. Slide 3 What Are Perceptions & How Do We Measure Them? All our knowledge has its origins in our perceptions. Leonardo DaVinci 2. Branding International Marketing 70-480 Lloyd Corder, Ph.D.

  4. The “Unmotivation” Series “When you don’t care any more”

  5. Session 1 Goals

  6. Slide 16 Leader’s View of the World 2. Branding International Marketing 70-480 Lloyd Corder, Ph.D.

  7. Slide 17 Employees’ View of the World 2. Branding International Marketing 70-480 Lloyd Corder, Ph.D.

  8. Slide 18 Leaders Need to Change Employees’ Perception 2. Branding International Marketing 70-480 Lloyd Corder, Ph.D.

  9. Slide 19 What Do You See? Rat Bald Eagle Young Woman Porcupine Old Woman 2. Branding International Marketing 70-480 Lloyd Corder, Ph.D.

  10. Slide 20 Why Perceptions Matter Sense Select Organize Interpret Stuff in the World Behavior 2. Branding International Marketing 70-480 Lloyd Corder, Ph.D.

  11. Slide 21 Perceptions Defined • Generally, attitudes precede behavior • People are different from one another, even within the same audience segment • The target audience is typically different from those individuals trying to communicate to it • Goal: Uncover existing perceptions before communicating • Marketing research helps us understand perceptions-and which marketing strategies and tactics will most likely influence behavior We become what we think about. 2. Branding International Marketing 70-480 Lloyd Corder, Ph.D.

  12. Slide 22 What Are Brands? All our knowledge has its origins in our perceptions. Leonardo DaVinci 2. Branding International Marketing 70-480 Lloyd Corder, Ph.D.

  13. Slide 23 Products vs. Brands • Whole grain oats (includes the oat bran), marshmallows (sugar, modified corn syrup, dextrose, gelatin, calcium carbonate, artificial flavor, yellows 5 & 6, red 40, blue 1), sugar, corn syrup, wheat starch, salt, calcium carbonate, color added, trisodium, phosphate, zinc and iron (mineral nutrients), vitamin C (sodium ascorbate), … • Carbonated water, high fructose, corn syrup and/or sucrose, caramel color, phosphoric acid, natural flavors, caffeine 2. Branding International Marketing 70-480 Lloyd Corder, Ph.D.

  14. Slide 24 Top 10 Brands (Really Strong Perceptions) Eurobrand, 2011 2. Branding International Marketing 70-480 Lloyd Corder, Ph.D.

  15. Slide 25 What is a Brand? • A promise • Perceptual shortcut • Collections of feelings (hopefully positive) that shorten the buying cycle • Can be built and reinforced with advertising • Can be measured in many ways (marketing research, sales, packaging, etc.) • Traditionally about products (soap, cereal, etc.) • Now about lifestyle and deep desires (Nike) A brand is the sum total of the perceptions people have about the product, service or company. Marketing is a battle of perceptions, not products. 2. Branding International Marketing 70-480 Lloyd Corder, Ph.D.

  16. Slide 26 Branding Laws • Law of Expansion: The power of a brand is inversely proportional to its scope. (Chevrolet, Harley-Davidson wine coolers) • Law of Contraction: The brand becomes stronger when you narrow its focus. (Starbucks, Toys “R” Us) • Law of Publicity: The birth of a brand is achieved with publicity, not advertising. (Microsoft, Intel, Dell, etc. first created in Wall Street Journal) The more you focus your brand—and your research—generally the stronger it gets. Al Ries and Laura Ries, 22 Immutable Laws of Branding 2. Branding International Marketing 70-480 Lloyd Corder, Ph.D.

  17. Slide 27 Case: Packaging Wars—Canned Food vs. Fresh Or Frozen • Problem: Declining can sales (losing out to other packages—plastic, fresh, boxes, glass, etc.) • Goal: Determine perceptions of canned food and create a marketing communications program to improve brand • Summarized from multiple surveys and focus groups (5,000+ interviews) • Target audience: Women, 25-54 Vs. 2. Branding International Marketing 70-480 Lloyd Corder, Ph.D.

  18. Slide 28 Women, 25-54: Home Décor Suggests Consumer Behavior Shipshape34% • Craves simple meal solutions, like pot roast with vegetables • Stay-at-home mom • Kids are pint-sized • Channel surfs with children • “Seven sisters” are her favorite subscriptions • Eats five-a-day meals and uses the home gym Chaos Central 15% • Likes easy-to-fix meals, like spaghetti • No time for pampering • Life is a juggling act • Likes to communicate via e-mail • Spare cash is sparse • Likely to work full-time Dust Ball 20% • Loves newspaper food section, especially for bargains • Fashion tightwad • Retired penny-pincher • Empty-nester • Alma matter is her high school Showplace6% • Loves a day at the spa • Experiments with food trends • Typical dinner: rack of lamb • Few tots around • Likes to entertain • Well used credit cards • College educated, savvy working woman • In shape from head to toe Rest Stop 24% • Buys complete impromptu dinners at grocery store • TV junkie • Web surfer • Bachelorette • Loves the great outdoors • Workaholic National survey, N=300 2. Branding International Marketing 70-480 Lloyd Corder, Ph.D.

  19. Slide 29 Lifestyle Habits: Women, 25-39 • ½ think mom worked harder, better cook • ¾ work outside the home, 40+ hours per week • Think they cook “homemade” (turn on stove) • ½ rely on convenience foods, leftovers • 80% rely on takeout • ½ say children influence grocery shopping National survey, N=300 2. Branding International Marketing 70-480 Lloyd Corder, Ph.D.

  20. Slide 30 Corder’sConclusions • Marketing research is a highly valuable tool with extensive applications. • Because marketing is a battle of perceptions, marketing research is often based on understanding and measuring perceptions. • Really strong perceptions are called a brand. • BrandstormingTM is a great tool for quickly outlining research topics. • Most surveys follow a basic process (questionnaire, list, fieldwork, analysis and results). 2. Branding International Marketing 70-480 Lloyd Corder, Ph.D.

  21. Slide 31 Assignment • Select a marketing research topic that you will complete this mini (start to finish, ending in a presentation of your findings) • Your topic should include primary research (you can also do secondary research, if helpful) • Can be either qualitative or quantitative (or both) • Form teams of 6 or less for a single project • 1 person teams are okay • FOCUS your topic-you only have about 1 month to run it • Prepare a 1-page write up of your research topic (plan)-include objectives, methods, etc. 2. Branding International Marketing 70-480 Lloyd Corder, Ph.D.

  22. Slide 32 2. Branding International Marketing 70-480 Lloyd Corder, Ph.D.

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