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10 Cards in this Set
- Front
- Back
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Positioning Strategy |
Customers have a clear, distinctive understanding of what the product does in comparison to competitors |
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B2B Value proposition |
statement communicating unique value. Why they should buy yours instead of competitors |
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B2C Value Proposition |
Statement communicating unique attributes Often turns into slogan |
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Value of a brand to a firm |
- facilitate purchasing - establish loyalty - protect from competition - reduce marketing costs - assets - impact market value |
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Building Brand Equity |
1. Loyalty - distinctive identity and image 2. Commitment, engagement and meaning 3. Customer/stakeholder equity |
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Leveraging a Brand |
Traditional: - Line Extension - Brand Extension Recent: - Co-branding - Brand alliances - Umbrella branding |
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Line Extensions |
Creating more of the same product. Helps to expand the user base, provide variety and energises the brand. Example: Powerade colours |
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Co-Branding |
Brands working together Reduces marketing costs and enhances consumer benefits. Example: Adidas and the All Blacks |
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Umbrella Branding |
One family of brand that has many different brands within it.
Examples: Frucor, Coca-Cola |
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Characteristics of Strong Brands |
Clarity in its vision, mission and values Consistency in what they offer Sufficiency in ability to exceed expectations |
