1# ܀ EXCELS AT DELIVERING BENEFITS CUSTOMERS TRULY WANT Image, service, tangible/intangible --- AN Attractive whole Does it appeal to their senses? Eg. Starbucks (Howard Schultz) LAVAZZA ITALY'S FAVOURITE COFFEE Illy/ Lavazza https://www.illy.com/en-us/company/company/illy http://www.lavazza.com * #2 BRAND STAYS RELEVANT Brand equity (value) is tied to quality/service of product. What does the brand portray, personality that people want Feeling it brings to its customer-WHO THEY PARTNER? Research on Cancer; educational programs , initiatives, green movement On 22 May 2009, in partnership with The Coca-Cola Company, illy launched a line of coffee- flavoured energy drinks called illy issimo. On 9 November 2009, AirTran Airways became the first small regional airline to serve illy issimo to passengers on board flights. Illy issimo was available in five flavours as of 16 May 2011: caffè, caffè no sugar, cappuccino, latte macchiato, and mochaccino. [8] Its alliance with United Airlines promoted Starbucks coffee to be served on all its flights, with the Starbucks logo on the cups. It was also its strategic partnership with Kraft foods, which resulted in Starbucks coffee being marketed in grocery stores. ad 1# ܀ EXCELS AT DELIVERING BENEFITS CUSTOMERS TRULY WANT Image, service, tangible/intangible --- AN Attractive whole Does it appeal to their senses? Eg. Starbucks (Howard Schultz) LAVAZZA ITALY'S FAVOURITE COFFEE Illy/ Lavazza https://www.illy.com/en-us/company/company/illy http://www.lavazza.com * #2 BRAND STAYS RELEVANT Brand equity (value) is tied to quality/service of product. What does the brand portray, personality that people want Feeling it brings to its customer-WHO THEY PARTNER? Research on Cancer; educational programs , initiatives, green movement On 22 May 2009, in partnership with The Coca-Cola Company, illy launched a line of coffee- flavoured energy drinks called illy issimo. On 9 November 2009, AirTran Airways became the first small regional airline to serve illy issimo to passengers on board flights. Illy issimo was available in five flavours as of 16 May 2011: caffè, caffè no sugar, cappuccino, latte macchiato, and mochaccino. [8] Its alliance with United Airlines promoted Starbucks coffee to be served on all its flights, with the Starbucks logo on the cups. It was also its strategic partnership with Kraft foods, which resulted in Starbucks coffee being marketed in grocery stores. ad • 8 со #7 BRAND USES & COORDINATES FULL SPECTRUM OF MARKETING ACTIVITIES TO BUILD EQUITY (uniqueness) Logos, symbols, packaging, signage--mix and match - Traditional ads, Promos, “push" programs NIKE REALY TOUGH JUST DO IT YAHOO! OLA Search 2003 e me sales **** vapor cu cele Oon happiness 00 have you stocked up on happiness yet? (co Jante comentouungropatacane 304 192 Sony . Revers Flashback 2013 می دهد دومد و Vulgor dance Inside police station 10 VXOS EXCEMEX This Photo by Unknown Author is licensed under CC BY-ND nce/ reinforcing Coke- Coca-cola Show how used, why used, by whom, where and when “Always Coca-Cola-Olympics" Website. Merchandise, games, trading post for collectors, museum Brand ideal --- originality, classic refreshment #8 MANAGERS UNDERSTAND WHAT BRAND MEANS TO CONSUMERS What do customers like? Don't like? BIC Pen-disposable and cheap-the Bic perfume ( failed- why?) Nuit/Jour-Bic Sport for men "Paris in your pocket" Eg. Gillette- not bic trap-use other name 9# ܀ BRAND GIVEN PROPER SUPPORT AND SUSTAINED SUPPORT IN THE LONG HAUL No short cuts of basic branding considerations/processes. If you cut back on advertising & Marketing Coors Beer Coors Brewing - Coors Light, Zima - more advertising $$$$ to lesser brands in portfolio Campari 10 # ܀ COMPANY MONITORS SOURCES OF BRAND EQUITY Focus groups, consumer research-look at Fiat, Campari Brand Exploratory Tracking Study - perceptions, attitudes, behaviors, beliefs Guidelines for brand strategies/tactics /documents - look at University of??? Extensive Brand Audit-Donald Duck all over (exploited); Co- branding examined. work/partnerships ? 3# ܀ PRICING STRATEGY BASED ON CONSUMERS PERCEPTIONS OF VALUE Product quality, design, features, costs, and price These relate to what customers think!! Align w/customer perceptions Cost cutting Change ----Cascade" Virtually spotless" w/water conditions **E.D.L.P. - every day low pricing strategy YouTcake came out Light and lovely Should the glasses bespotty? Get the Cascade look virtually spotless. 4# ܀ PROPER POSITIONING OF BRAND (PTS OF PARITY, PTS OF DIFFERENCE) Find the advantage while showing points of difference SONY, APPLE, BMW, Mercedes Superiority? Level of service?? 16. 1# ܀ EXCELS AT DELIVERING BENEFITS CUSTOMERS TRULY WANT Image, service, tangible/intangible --- AN Attractive whole Does it appeal to their senses? Eg. Starbucks (Howard Schultz) LAVAZZA ITALY'S FAVOURITE COFFEE Illy/ Lavazza https://www.illy.com/en-us/company/company/illy http://www.lavazza.com * #2 BRAND STAYS RELEVANT Brand equity (value) is tied to quality/service of product. What does the brand portray, personality that people want Feeling it brings to its customer-WHO THEY PARTNER? Research on Cancer; educational programs , initiatives, green movement On 22 May 2009, in partnership with The Coca-Cola Company, illy launched a line of coffee- flavoured energy drinks called illy issimo. On 9 November 2009, AirTran Airways became the first small regional airline to serve illy issimo to passengers on board flights. Illy issimo was available in five flavours as of 16 May 2011: caffè, caffè no sugar, cappuccino, latte macchiato, and mochaccino. [8] Its alliance with United Airlines promoted Starbucks coffee to be served on all its flights, with the Starbucks logo on the cups. It was also its strategic partnership with Kraft foods, which resulted in Starbucks coffee being marketed in grocery stores. ad work/partnerships ? 3# ܀ PRICING STRATEGY BASED ON CONSUMERS PERCEPTIONS OF VALUE Product quality, design, features, costs, and price These relate to what customers think!! Align w/customer perceptions Cost cutting Change ----Cascade" Virtually spotless" w/water conditions **E.D.L.P. - every day low pricing strategy YouTcake came out Light and lovely Should the glasses bespotty? Get the Cascade look virtually spotless. 4# ܀ PROPER POSITIONING OF BRAND (PTS OF PARITY, PTS OF DIFFERENCE) Find the advantage while showing points of difference SONY, APPLE, BMW, Mercedes Superiority? Level of service?? 16. * #6 BRAND PORTFOLIO AND HIERARCHY MAKES SENSE A company has one brand but others under an umbrella: J. Crew/Madewell ... The Gap; - Old Navy; Banana Republic Try different market segments: Family: boys NEED Boundaries-don't cover too much ground with one brand- no overlapping Examples w/BMW, GM cars What about FIAT? Fiat Automobiles: Beauty Runs in the Family The Fiat Brand is always in Fashion escue # 每 EP tokana 4 DAAN 1989 am MNID QACAU Cheers Cher Dost 1971 WRIGLEY Ceas Cela ) 0614 Kellogg's MARS 010 (11 KRAFT PEPSICO que Nestlē P&G Johson.Johnson Dar AXE Unilever Vue Sad CA ***** QUA to LOREAL IAMS VO VO 00 3 *** Cance scope CARE > ROKY Joy Noral TW Sun ht bet y pad eikt 1 Gillele se SAS. TAMPAX DIESEL LADY BOSS skap unos u pre DURACELE PUR BRAUN E SGB VISA, AMEX --- who signifies status, prestige, quality Everywhere you want to be- VISA Platinum /Gold Black card VISA GOLD VISA AMERICAN EXPRESS PLA NUM I чоор оворьер Фотоа po 100 - 200 SOBRT $CXUXANX 7997 95 CF FROST # 5 BRAND IS CONSISTENT Marketing activities-good balance, right balance. When you need to change up a bit icole Michelob-The night belongs to Michelob; A special day requires a special beer// Some days were made for Michelob--CONFUSING when to drink! Michelob. ULTRA This Photo by Unknown Author • 8 со #7 BRAND USES & COORDINATES FULL SPECTRUM OF MARKETING ACTIVITIES TO BUILD EQUITY (uniqueness) Logos, symbols, packaging, signage--mix and match - Traditional ads, Promos, “push" programs NIKE REALY TOUGH JUST DO IT YAHOO! OLA Search 2003 e me sales **** vapor cu cele Oon happiness 00 have you stocked up on happiness yet? (co Jante comentouungropatacane 304 192 Sony . Revers Flashback 2013 می دهد دومد و Vulgor dance Inside police station 10 VXOS EXCEMEX This Photo by Unknown Author is licensed under CC BY-ND nce/ reinforcing Coke- Coca-cola Show how used, why used, by whom, where and when “Always Coca-Cola-Olympics" Website. Merchandise, games, trading post for collectors, museum Brand ideal --- originality, classic refreshment
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