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
#
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Everywhere you want to be- VISA
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# 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
Purchase answer to see full
attachment