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Lecture 16

COMM 131 Lecture 16: Week 8, Session 2

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Queen's University
COMM 131
Nicole Robitaille

1. Brand Positioning (3) Marketers must position their brands clearly in the target customers' mind. Three Levels: 1. Product Attributes (lowest): Technical attributes. Can easily be copied, customers aren't interested in attributes but what the attributes can do for them. 2. Desirable Benefit (middle): How product attributes benefit customers, description of results of benefits. 3. Beliefs and Values (highest): Strongest brands go beyond attributes/benefit positioning, these brands pack emotion. Rely less on tangible attributes and more on creating surprise, passion, and excitement surrounding a brand. When positioning a brand, the marketer should establish a mission for the brand and a vision of what the brand must be and do. o A brand is a company's promise to deliver a specific set of features, benefits, services, and experiences to buyers. o Everyone in the company must live the brand. 2. Brand Sponsorship (4) An important branding strategy decision, begins with the question "To brand, or not to brand?" o Marketers may choose licensing as a method of branding a new product, or they may partner with another firm to co-brand a product. o Not all products are branded, those that are, are national brands or private brands. National Brand (manufacturer's brand): A brand created and owned by the manufacturer of the product. o Sony/Kellogg's --> Sony Bravia/Kellogg's Frosted Flakes o Once dominated the retail scene Private Brand (store brand): A brand created and owned by a reseller of a product or a service. o Bad times are good for private brands, as consumers become more 'price- conscious' they become less 'brand-conscious'. Licensing: Selling the rights to apply a brand name, logo, or image to another manufacturer. o Companies will license names/symbols created by other manufacturers, names of celebrities, or popular movie characters (ex. Coca-Cola t-shirts, Avengers shirts etc.) Co-Branding: Using the established brand names of two different companies on the same product. (Ex. CIBC and Air Canada, Aeroplan Visa card / Nike and Apple, Sport Kit). o Most of the time, one company licenses another company's well-known brand to use in combination with its own. o Because each brand dominates in a different category, the combined brands create broader consumer appeal and greater brand equity. Companies can expand into brand categories they would've had difficulty entering alone. o Partners must trust that the other will take good care of their brand. Brand Management (3) o Brand Development (4) A company has four choices when developing a brand: Line Extensions, Brand Extensions, Multibrands, New Brands. o Line Extensions: Extending an existing brand name to new forms, colours, sizes, ingredients, or flavours of an existing product category. (Ex. Cheerio line extended to include Honey Nut Cheerios,
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