06/28/22 Cases in Communications/Med ia Mgt. Branding This is what you are protecting during a crisis.
Branding
Mar 23, 2016
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. - PowerPoint PPT Presentation
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04/25/23 Cases in Communications/Media Mgt.
Branding
This is what you are protecting during a crisis.
Cases in Communications/Media Mgt.04/25/23
Agenda:1. What a brand is and is not2. Types of brands3. How are brands established?
Logos Name Word of mouth Packaging Advertising
4. Brand maintenance 5. Undermining a brand
Cases in Communications/Media Mgt.04/25/23
Heidi Cody, “The American Alphabet”
Cases in Communications/Media Mgt.04/25/23
1. What a brand is Unique
An expectation
Emotional
A Story
Cases in Communications/Media Mgt.04/25/23
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.04/25/23
2. Types of Brands Mega-Brand
Primary
Sub-brand
House of brands
Branded House
Cases in Communications/Media Mgt.04/25/23
Mega-Brand:
Cases in Communications/Media Mgt.04/25/23
Primary Brands
Cases in Communications/Media Mgt.04/25/23
Sub-brand
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House of Brands: Procter & Gamble
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Branded House: HP
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3. How are brands established?
Cases in Communications/Media Mgt.04/25/23
A. Logos
Abstract (Nike)
Organic (Merrill Lynch)
Name (Amazon.com)
Cases in Communications/Media Mgt.04/25/23
B. Naming Essentials
Memorable
Protectable
Fits with product / Conjures images
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The 5 types of brand names Synthetic
Metaphoric
Descriptive
Proper
Acronyms
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Names - Synthetic
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Names - Metaphoric
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Names - Descriptive
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Names – Acronyms
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Word of mouth companies
The frontlineEmployeesHelp linesService lines
C. Word of Mouth
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D. Packaging – Color & Contrast
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E. Advertising (Re)Establish brands
Reinforce loyalty
Repetition “Last in, first out”
New customers
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4. Maintaining a brand Stay within expectations
Keep emotional attachment
Trim dying extensions
Handle any crisis
Increase Value
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Maintaining by Increasing value: Sub-segmentation
VS
VS
VS
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5. Undermining brands Poor line extensions
Changing quality
Adapting too slowly
Losing Focus
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