Image Unit 8 Lucia Rico
UNIT 8: BRANDING
1. INTRO
• What is a brand, we will look at the evolution of brands over time to better understand
their concept.
• What elements make it up (sensorial, emotional and the informative part emitted by
the media).
• Choosing a name and a symbol in line with the ideal perceptions of the target audience
and their target audience and their psychological needs.
• What weight does it have in the marketing strategy? Why is it necessary to build a
brand? why is it necessary to build a brand?
• What elements or aspects can help to reduce the risk in branding decisions.
• We will see that knowing the market is key; all information is vital, and detecting
psychological needs in a market niche is not easy and research has an essential weight
in all of this.
• What is positioning and what distinguishes it from the concept of image?
• Positioning decisions and types of positioning
• Branding definitions: branding process and brand strategy
• The value of brands. We have already seen in the previous topic that powerful brands
have an enormous value (which can be economic) for any company, regardless of its
sector of activity, size, turnover, etc. turnover, etc.
• What is Brand Equity, what is Brand Value, how is the value of a brand determined?
2. BRANDS AND ITS IMPORTANCE
2.1 Brand origin
A first approach to the definition of a brand can be to look at the history of brands of brands:
• USA. Late 19th century.-AfterWorldWar I
• Industrial development and mass production
• The market moves from a local or regional market to a wider, mass market, and brands
begin to multiply.- Quantity and quality begin to be considered as a key differentiating
factor.
• Production and packaging processes are perfected and industrialisation and
urbanisation grow further.
• Advertising begins to emerge as the tool that helps to publicise and distinguish these
products.
• The structure of companies changes.
o Functional division of labor: production lines
o Division of company management: new departments are created
(marketing,sales, production and development)
• 1931. We are in a context of human capital management. Within companies. Procter
and Gamble CO. creates the figure of BRAND MANAGER. CLASSIC BRAND
MANAGEMENT MODEL. A managerial figure in charge of the brand with an assistant
and a group of employees who were responsible for monitoring sales, distribution,
assessing and improving advertising effectiveness, managing the budget and involving
the other departments in brand management.
• WorldWar II - 1970s.The quality management model begins.
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UNIT 8: BRANDING
1. INTRO
• What is a brand, we will look at the evolution of brands over time to better understand
their concept.
• What elements make it up (sensorial, emotional and the informative part emitted by
the media).
• Choosing a name and a symbol in line with the ideal perceptions of the target audience
and their target audience and their psychological needs.
• What weight does it have in the marketing strategy? Why is it necessary to build a
brand? why is it necessary to build a brand?
• What elements or aspects can help to reduce the risk in branding decisions.
• We will see that knowing the market is key; all information is vital, and detecting
psychological needs in a market niche is not easy and research has an essential weight
in all of this.
• What is positioning and what distinguishes it from the concept of image?
• Positioning decisions and types of positioning
• Branding definitions: branding process and brand strategy
• The value of brands. We have already seen in the previous topic that powerful brands
have an enormous value (which can be economic) for any company, regardless of its
sector of activity, size, turnover, etc. turnover, etc.
• What is Brand Equity, what is Brand Value, how is the value of a brand determined?
2. BRANDS AND ITS IMPORTANCE
2.1 Brand origin
A first approach to the definition of a brand can be to look at the history of brands of brands:
• USA. Late 19th century.-AfterWorldWar I
• Industrial development and mass production
• The market moves from a local or regional market to a wider, mass market, and brands
begin to multiply.- Quantity and quality begin to be considered as a key differentiating
factor.
• Production and packaging processes are perfected and industrialisation and
urbanisation grow further.
• Advertising begins to emerge as the tool that helps to publicise and distinguish these
products.
• The structure of companies changes.
o Functional division of labor: production lines
o Division of company management: new departments are created
(marketing,sales, production and development)
• 1931. We are in a context of human capital management. Within companies. Procter
and Gamble CO. creates the figure of BRAND MANAGER. CLASSIC BRAND
MANAGEMENT MODEL. A managerial figure in charge of the brand with an assistant
and a group of employees who were responsible for monitoring sales, distribution,
assessing and improving advertising effectiveness, managing the budget and involving
the other departments in brand management.
• WorldWar II - 1970s.The quality management model begins.
Vista previa
del documento.
Mostrando 6 páginas de 14