Brand Development and Promotion

1. Brand Development and Promotion Dr Anita Love Department of Marketing, Griffith Business School

2. “Products are made in the factory, but brands are made in the mind”Walter Landor

3. Why is branding important? • Brand resonance • Connecting with customers • Building loyalty • Differentiation • Protecting the business from competition and other market factors • Facilitating future brand expansion

4. Building a strong, consistent brand identity What are your brand’s core values? How would consumers describe your brand? • Smiggle • OzHarvest • Vinomofo

5. Brand touchpoints Source: Wheeler, A (2010)

6. Keller’s (2003) Consumer-Based Brand Equity Pyramid

7. Communication effects pyramid

8. The Traditional Promotional Mix • Advertising • Publicity/PR • Sales Promotion • Personal Selling/Direct Marketing • Advantages and disadvantages of each • Consider brand values and brand narrative • Creative and authentic promotional strategies

9. Integrated Marketing Communications (IMC) 4 C’s of Integrated Marketing Communications: • Coherence • Consistency • Complementary Communications • Continuity (Pickton and Broderick, 2005)

10. “Define what your brand stands for, its core values and tone of voice, and then communicate consistently in those terms”Simon Mainwaring