Question Hi there,
What is brand advertising? What are the focuses/aims of brand advertising?
Answer KELVIN,
HERE IS SOME USEFUL MATERIAL.
REGARDS
LEO LINGHAM
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BRAND ADVERTISING
MEANS CREATING A BRAND IDENTITY
FOR THE PRODUCT THROUGH
-symbol / logo / fonts/ color/ sound.
-product features/ benefits/ quality/ certainty/ reliability/delivery/ packaging/design.
WITH WHICH CREATE
-a perception through
-a visual/ communication/ behavior
WHICH RESULTS IN A BRAND PERSONALITY
WHICH CONSISTS OF
-BRAND PERMEATION
-BRAND DISTINCTIVENESS
-BRAND VALUES
-BRAND IMAGE
WHICH HELPS TO DEVELOP
1. BRAND PLATFORM, WHICH INCLUDES
-vision
-mission
-value
-personality
-positioning
-strategy
2.BRAND ARCHITECTURE, WHICH INCLUDES
-association
-commitment
-earnings
-essence
-identity
-extension
-harmonization
-image
-licensing
WHICH CREATES FOR THE PRODUCT
-sales
-market share
-consumer preference
-builds loyalty
-raises relative price
WHICH RAISES THE PRODUCT
BRAND EQUITY
-distinctiveness
-perceived quality
-value
-permeation
-personality
-competitive innoculation
-potential
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WHY BRANDING IS IMPORTANT
FOR A PRODUCT TO BE SUCCESSFUL, IT MUST
-bring continuous sales
-gain market share,
-win consumer preference
-build loyalty
-raises the relative price.
WHICH RAISES THE EQUITY/ BRAND EQUITY OF THE PRODUCT
THAT IS WHY BRANDING IS SO IMPORTANT.
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THIS EQUITY VALUE IS VERY IMPORTANT
TO THE COMPANY ---- WHY
the figures below indicate why?????
BRAND EQUITY VALUE OF [US DOLLARS]
1.Coca-Cola 65.3 BILL.
2.Microsoft 58.7 BILL.
3.IB M 57.1 BILL.
4.GE 51.5 BILL.
5.Nokia 33.7BILL.
6.Toyota 32.1 BILL.
7.Intel 30.9 BILL
8.McDonald’s 29.4 BILL.
9.Disney 29.2 BILL.
10.Mercedes-Benz 23.6 BILL.
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PRODUCT BRANDING
BRANDING IS VERY IMPORTANT TODAY, FROM BOTH
SIDES OF THE MARKETING EQUATION.
FACTOR ONE --MARKETERS' SIDE
THE MARKETERS CREATE A PLATFORM FOR THEIR PRODUCT'S BRAND
THROUGH
-symbol / logo / fonts/ color/ sound.
-product features/ benefits/ quality/ certainty/ reliability/delivery/ packaging/design.
Favorable brand attitudes are the determinants of brand loyalty - consumers must like the product in order to develop loyalty to it. In order to convert occasional purchasers into brand loyalists, habits must be reinforced. Consumers must be reminded of the value of their purchase and encouraged to continue purchasing the product in the future.
To encourage repeat purchases, advertisement before and after the sale is critical. In addition to creating awareness and promoting initial purchases, advertising shapes and reinforces consumer attitudes so these attitudes mature into beliefs, which need to be reinforced until they develop into loyalty. Ads reinforce consumer's perception and behavior. Remember, it is easier to reinforce behaviors than to change them and the sale is just the beginning of an opportunity to turn the purchaser into a loyalist.
THE MARKETERS ADOPT THE FOLLOWING TO DEVELOP BRAND LOYALISTS.
Develop an unbeatable product - if you want to keep customers, make sure they can get what they want from your product.
Give customers an incentive to repeat-purchase - chance to win a prize, gift with a certain number of proofs of purchase, in-pack discount coupon, etc.
Stand behind your product - if customers don’t trust the product, they won’t purchase it again.
Know your trophy customers and treat them best of all .
Make it easier to buy your brand than competing brands - availability and simplicity are keys in today’s high-speed world. Customers appreciate convenience more than ever.
Go to your customers - bring the product to customers when possible.
Become a customer service champion - seek to serve the customer and they will repeat-purchase…again and again!
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FACTOR SECOND-----BUYERS' SIDE
ON THE OTHER SIDE OF THE MARKETING EQUATION.
Brand loyalty is a consumer’s preference to buy a particular brand in a product category. It occurs because consumers perceive that the brand offers the right product features, images, or level of quality at the right price. This perception becomes the foundation for a new buying habit. Basically, consumers initially will make a trial purchase of the brand and, after satisfaction, tend to form habits and continue purchasing the same brand because the product is safe and familiar.
CORE BRAND LOYALISTS seek distinct advantages:
products are perceived as effectively differentiated from their competitors.
products satisfy consumer needs on both intellectual and emotional levels.
products consistently deliver on their brand promise, thus they consistently deliver value. When brands resonate with customers at this level, there is a powerful emotional relationship in place. This is the key element that leads to loyalty.
THE PRODUCT OFFERS, EXACTLY, WHAT THE BRAND LOYALISTS SEEK:
-product distinctiveness
-product perceived quality
-product value for money.
-product permeation
-product personality
-product competitive innoculation
-product's perceived potential
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