4. What is your definition for a
brand?
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5. Some definitions
A brand is a name that is given to a particular product/service/range of products/
services.
A brand is the embodiment of customer goodwill accumulated during the lifetime of
a service or product. It is a sustained effort by the company to encourage people to
see its brand in the light in which it portrays it.
A brand is name, symbol, logo, design or image, or any combination of these which
is designed to identify the product or service.
(Kotler et al, 2009: 425)
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6. More terms:
Brand identity – what the company wants it to be (diffused through everything a
company does: every available marketing mix – from staff behavior, brochures,
catalogues, reports, packaging, company stationery, business cards, company
décor)
Brand image – how the consumers actually see it.
Brand promise – the marketer’s vision of what the brand must be and do for
consumers.
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7. Open your backpack or bag. Pick up two things from it. Identify
the brand.
Describe: the brand identity, brand image and brand promise of
the product you chose.
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8. In your opinion, what is the role
of a brand?
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9. Brand roles
For Consumers For Companies
Offer legal protection
Signal a certain level of quality
Create greater customer loyalty
Facilitate purchase (predictability, security of
demand, less vulnerability to
Reduce perceived risk in the competition)
purchase situation
Hard to copy
Reduce the time needed to shop
Secure a competitive advantage
Attract higher-quality employees
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10. Brand roles
Functional/ rational/ tangible
what the service/product actually offers
OR
Symbolic/ emotional/ intangible
what the product/service means to the consumer
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11. Think of yourself as a brand.
Describe your brand identity.
Draft a logo and slogan.
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14. Give an example of:
an individual brand
a blanket brand
a family of products
a brand that associates the corporate name with a product name
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16. More terms:
Brand contact – any information bearing experience, whether positive or negative,
which a customer has with the brand
Brand touch points - methods by which a consumer can make contact with a brand
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17. More terms:
Brand equity – evaluating/understanding the consumers’ brand knowledge (includes
thoughts, feelings, images, experiences, beliefs and more than become associated
with the brand)
- slogans & tag lines extremely efficient means to build brand equity (they are
hooks as well as summaries of what the brand wants to be about)
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