Brands Present W3

7/27/2019 Brands Present W3

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How Consumers Choose Brands

Extended Problem Solving

Consumers get more involved in the purchase where they see signicant

dierences between competing Brands in the same product eld.Likely to occur or High Priced Brands - seen as a risky purchase because ocomplexity. eg: cars, computers, hi-f.

Also occurs or brands that refect the consumers sel image eg: Cosmetics,Clothes, jewellery.

Harder to get consumers to switch brands here. Consumer eels it is

important to buy the right brand.

Problem Recognition

Inormation Search

Evaluation o Alternatives

Purchase

Post purchase Evaluation

Feedback


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Dissonance Reduction

Consumers get more involved in the purchase but theysee minimal dierences between competing Brands in thesame product eld.

Consumers may be conused by lack o Clear BrandDierences.

Purchase decisions may be based on riends opinions oradvice rom a shop assistant.

This brand purchase choice is made without rm brandbelies.

Consumer may experience post purchase dissonance

Brand Advertising should reduce post purchase dissonanceeg: an ad may have the tagline Youve Chosen Well toreassure consumers after the purchase and encouragebrand loyalty.

Or at Point o Purchase packaging should try to stress apoint o reassurance. Selling by Brand Reassurance notBrand Pushing

OH Its a DVD Player ?


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Famous Taglines

When it absolutely, positively has to be there overnight.FEDEX

When you care enough to send the very best

HALLMARK

Dont Leave Home without itAMERICAN EXPRESS

Go Forth, Original Jeans, Original People, Have you ever had a bad time in LevisLEVIS

Nothing comes between me and my Calvins.CALVIN KLEIN JEANS

The Luxury o Dirt.

Diesel. For Successul Living.

DIESEL JEANS

The ocial uniorm o New York.DKNY JEANS


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The Fresh Food PeopleWOOLWORTHS

Theres no other store like David Jones

Was. Is. Always David Jones.Think dierentApple Computer

Australian or beerFOSTERS

Hunted by Some, Savoured by ManyCHAIGER

Simply AdvancedCANON

Which Bank?

earlier today I was speaking to a new client and asking her bank details so we can pay her monthly rebate.When I asked which bank? her response was that one! - INTERNET BLOGGER

With the exception o a ew o the above none includes the Brand name in the tagline. They convey the brandvalues so succinctly they become part o the brand.


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A great tagline conveys a companys benet withpersonality and attitude and the most memorable

taglines connect on an emotional level.

Many amous taglines are basically an evocative,inspiring call to action.

A Tagline should

Capture the essence o your mission, your

promise, your brandPortray a clear message

Be memorable/ sticks in the mind

Be simple

Inspire / Spark an Interest

Consider your markets values, belies, businessinterests and buying characteristics.

Feed your Family or Under $10


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Limited Problem Solving

This is where consumers do not regard the buyingo products as important issues, perception o minordierences between competing brands eg. Packaged

Groceries, Household cleaning materials.

Consumers see little risk in switching brands - Lowinvolvement with the product.

No behavioural change occurs until the consumer comesacross a purchase trigger eg Instore display or Point oSale Advertising.

Brand switching can be more easily encouraged herethrough coupons, free trial incentives etc.

Low involvement Brands should be positioned asunctional problem solvers. eg Dish washing liquid as aneective cleaner o Greasy dishes rather than smellingFresh

Brand should be located at eye level. Packaging shouldbe eye catching and simple.

Problem Recognition

Brand belies ormed rompassive Learning recalled

rom Memory

Purchase made

Brands May Or May Not BeEvaluaterd Aferwards


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Brands satisy dierent needs

Brands purchased to refect consumersneeds in a particular context

Need State Brand

Sophisticated Me

Mummy Me

Healthy Me

Budget Me

Indulgent Me


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Dierent MarketingStrategies ordierent Consumersegments

Developing dierential Brand Marketing Strategies based onsegmentation o consumers into Four Prot Opportunity Groups- Hallberg 1995.To Achieve this good market research data isrequired

CategoryVolume

High Prot 83% 16% Produce themost Prot

MediumProt

14% 16%

Low Prot 3% 16%No Prot 0% 52% Not Buying

the Brand

Analysis - High Prot Segment accounted or 83% oBrands Prot.

With this sort o analysis showing how protable a small groupo consumers are, more ocussed brand strategies can be

developed.Dierent buyers having dierent degrees o attractiveness.

Dierent strategies or dierent opportunity consumers.

Lost Consumers can also be tracked- Changing Need States?Dissatisaction?


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Added Values rom a Belie that the Brandis eective

Belies infuence the consumers view about the ACTUALperormance o a Brand.

eg. Blind Taste Tests. Functionally Diet Pepsi is preerredto Diet Coke.

But through Imagery in the branded product test Diet Cokewas preerred

Blind% Branded%

Prefer Diet

Pepsi

51 23

Prefer Diet

Coke

44 65

Equal/dont

know

5 12

100 100


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Added Values rom Experience

Consumers gaining condence through reliabilityexperience and perceive minimal Risk with the Brand

Added Values rom Reerence Group

EectsThe way personalities endorse a Brand that targetsconsumers who may aspire to a certain liestyle.

No Name Brand

Scarlett Johansen


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Added Values rom the Appearance o aBrand

Consumers orm Impression o the Brand rom Packaging.Brand Preerences based on attraction to Design.

For example the premium positioning o products by usingMetallic Inks to enhance premium positioning.

This is a way o communicating a Brands added value.


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Search or Brand Inormation

Inormation is gained rst rom memory - i insucient thenrom external resources.

Memory - Previous experience with Brand

From an Advertisement

Researching the Brand

External - Friends, Family

Inormation Sources

Memory External

Actively Aquired Passively Aquired


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Factors Infuencing Choice oBrands

Demographic, Geographic, Psychographic

Social Class

Family Liecycle

Reerence Groups and Family Infuences

Perception, Attitude Personality

Buying Behaviour is Infuenced by:

Price

Free-Discounts-Sale

Visual Appeal - Packaging

Bundling

Noticeable dierence in Brands

Features, Benets, Attributes

Umbrella Brands

Consideration Set

Brand Ambassadors

Instant, Easy to Use, Ready made

Health Related Products

Consideration SetConsideration set is the subset o brands that consumers

evaluate when making a purchase decision. A consumer

has a limited inormation processing abilities and limits

the comparison to a subset o brands that is termed asconsideration set.

In the requently purchased product category such as

groceries, consumers mostly ace inormation overload

and may engage in strategies to minimize the cost o

inormation search (utility comparison or cost-benet trade-

o).

Also, requently purchased products are characterised byrequent price promotion o varying depths o discounts;

a consumer aces signicant uncertainty about the

prices brands. Consumers may limit their attention and

evaluation to a subset o available brands to simliy the

purchase decision.

The consideration set is made up o the brands that are

taken seriously by the consumer in his or her purchasedecision.


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Co-branding, also called brand partnership,is when two companies orm an alliance towork together

EXAMPLES:

Adidas - Polar Electro

Adidas (ADDDY) and Polar Electro created Project Fusion,which integrates heart rate and speed and distancemonitoring equipment into sports apparel.


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Apple - Nike

Nike and Apple brought music and exercise togetherwhen they developed the Sports Kit, a wireless system thatallows shoes to talk to an iPod.


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Fiat - Mattel

To celebrate Barbies 50th anniversary, Mattel and Fiatjoined orces to create the 500 Barbie. The car comesin nail-polish-pink and eatures lip gloss in the glove

compartment.


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Issac Mizrahi - Target

The acclaimed Issac Mizrahi designed a womens ready-to-wear line or Target stores. The partnership lasted ve

years and ended in January 2008. Target continues to

co-brand with other high-end designers such as Liz Lange,Tracy Feith, and Angie and Lola.


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MasterCard - Virgin

Virgin teamed up with MasterCard to develop a prepaid

card targeted at individuals who dont have a bankaccount or have a low credit score.


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Citi Bank - BP

In 2006 Citibank partnered with BP to launch Australiasrst uel discount credit card, the BP-Citibank MasterCard.The partnership oers customers the opportunity to save

on uel and everyday items at nearly 1,400 BP servicestations across the country.


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Licensed Brands

Licensing in this case means renting or leasing o anintangible asset. Examples o intangible assets caninclude a song(Close to the Edge-Grand MasterFlash Kia Commercial), http://www.youtube.com/watch?v=yzIy2yGTk4Ua character (Ben 10), a name(Michael Jordan) or a brand (The Ritz-Carlton).

An arrangement to license a brand requires a licensingagreement. A licensing agreement authorizes a companywhich markets a product or service (a licensee) to leaseor rent a brand rom a brand owner who operates alicensing program (a licensor).

Cartoon Network Enterprises (CNE) andiStoryTime, a leading publisher o childrensstorybooks or the iTunes App Store, todayannounced a frst-time partnership that willbring two o the networks biggest boybrands, Ben 10 and Bakugan, to the iPhone

and iPad.


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Apple

When Apple launched the iPod there was an

immediate need or accessories such as headphones,charging and syncing stations and carrying cases.

Apple decided not to manuacture these products andinstead chose to have a licensee make the products.

By doing so, Apple could oer branded EarbudHeadphones, iPod docking stations and iPod

socks.

Each is made by a separate company but togetheroer the consumer an elegant solution. All o theseaccessories are sold by licensees.

Apple Accessories

Apple Socks

Brands Present W3

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