MKTG-UB 1 Lecture Notes - Lecture 7: Betty Crocker, Social Evolution, Starbucks
11 May 2016
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1- identify value proposition (target customers and positioning) as part of. 2- create brand identity (marketing mix and brand elements) Implementing strategy through marketing mix (5 p"s) Defining brand identity: brand essence (a single thought capturing soul of brand), core identity (what brand stands for and aspires to be), extended identity (brand as organization, product, person and symbol that add completeness to brand). Brand identity should create a consistent brand experience across all touch points. Touchpoints: online, promos, sponsoring, crm, employees, social media, stores, employees. 3 - assess brand knowledge (brand awareness, brand image) Brand awareness: brand recall and brand recognition. Brand image: types of brand associations, favorability of associations, strength of associations. Brand recall - which other brands come to mind when you think of this product category. Preference increases as you move higher up the pyramid. Active awareness: top of mind and recall.
