Brand and Branding品牌(课堂PPT)

7. Manage your brand.
8. Monitor, evaluate, and update your brand.
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Quality
Levi's jeans is sophisticated, its button will not rust, pants pin is very dense. And putting metal rivets at the points of strain, such as on the pocket corners and at the base of the button fly.
• A brand is a “name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition” ---- American Marketing Association
2020/4/Culture Personality
Attributes Benefits
Values
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Purposes
To some extent, branding is an identity of company, representing a company culture Branding has three main purposes: product identification, repeat sales, and new product sales.（through a unique relationship with customers）
satisfied customers • Means of endowing
products with unique associations • Source of competitive advantage • Source of financial returns
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How to build a brand
Multi-brands – new brands in the same product category
Co-brands –brands bearing two or more well known brand names
New brands – new product in a different product category
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COCO Chanel was good at breaking the traditional, early 40’s to successfully tied up the ladies into simple, comfortable perhaps is the first modern casual wear.
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As early as 1886, Levi's have two trouser jeans tied in two separate horse, the horse in the opposite direction, to prove that the pants road extremely tear-proof.
• Symbolic device
• Signal of quality
Companies • Means of identification to
simplify handling or tracing • Means of legally protecting
unique features • Signal of quality level to
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Branding process
1. Determine what you are branding.
2. Research.
3. Position your brand.
4. Define your brand.
5. Develop your brand identity.
6. Launch your brand internally first.
Created company ID
Public Relations
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Communications and Marketing
Strategy
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Brand strategy
Brand extension / stretching – brand name extended to new product categories
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Roles that Brands Play
Consumers
• Identification of source of product
• Assignment of responsibility to product maker
• Risk reducer
• Promise, bond, or pact with maker of product
• we live brands, from the clothes we dress in, to the drink we have, the food we eat and the car we drive ...”------Laforet
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Brief Introduction
Brand and Branding
Brand Introduction Brand Sustainability Brand in China
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Some well-known Brands
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How do you choose a brand？
• Quality、 Service、Innovation、Story、 Advertising、Fashion、Culture、Dream、 Value 、Style、Reliability ect