• 331 likes • 757 Views
Branding. This is what you are protecting during a crisis. . Agenda:. What a brand is and is not Types of brands How are brands established? Logos Name Word of mouth Packaging Advertising Brand maintenance Undermining a brand. Heidi Cody, “The American Alphabet”. 1. What a brand is.
E N D
Branding This is what you are protecting during a crisis. Cases in Communications/Media Mgt.
Agenda: • What a brand is and is not • Types of brands • How are brands established? • Logos • Name • Word of mouth • Packaging • Advertising • Brand maintenance • Undermining a brand Cases in Communications/Media Mgt.
Heidi Cody, “The American Alphabet” Cases in Communications/Media Mgt.
1. What a brand is • Unique • An expectation • Emotional • A Story Cases in Communications/Media Mgt.
What a brand is not • Only a name • Able to easily reinvent itself • A consumer addiction • Only jingles, colors, and logos Cases in Communications/Media Mgt.
2. Types of Brands • Mega-Brand • Primary • Sub-brand • House of brands • Branded House Cases in Communications/Media Mgt.
Mega-Brand: Cases in Communications/Media Mgt.
Primary Brands Cases in Communications/Media Mgt.
Sub-brand Cases in Communications/Media Mgt.
House of Brands: Procter & Gamble Cases in Communications/Media Mgt.
Branded House: HP Cases in Communications/Media Mgt.
3. How are brands established? Cases in Communications/Media Mgt.
A. Logos • Abstract (Nike) • Organic (Merrill Lynch) • Name (Amazon.com) Cases in Communications/Media Mgt.
B. Naming Essentials • Memorable • Protectable • Fits with product / Conjures images Cases in Communications/Media Mgt.
The 5 types of brand names • Synthetic • Metaphoric • Descriptive • Proper • Acronyms Cases in Communications/Media Mgt.
Names - Synthetic Cases in Communications/Media Mgt.
Names - Metaphoric Cases in Communications/Media Mgt.
Names - Descriptive Cases in Communications/Media Mgt.
Names - Proper Cases in Communications/Media Mgt.
Names – Acronyms Cases in Communications/Media Mgt.
C. Word of Mouth • Word of mouth companies • The frontline • Employees • Help lines • Service lines Cases in Communications/Media Mgt.
D. Packaging – Color & Contrast Cases in Communications/Media Mgt.
E. Advertising • (Re)Establish brands • Reinforce loyalty • Repetition • “Last in, first out” • New customers Cases in Communications/Media Mgt.
4. Maintaining a brand • Stay within expectations • Keep emotional attachment • Trim dying extensions • Handle any crisis • Increase Value Cases in Communications/Media Mgt.
Maintaining by Increasing value: Sub-segmentation VS VS VS Cases in Communications/Media Mgt.
5. Undermining brands • Poor line extensions • Changing quality • Adapting too slowly • Losing Focus Cases in Communications/Media Mgt.