Strategic Influences on communication- BRANDING

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  • Created by: adaaeze
  • Created on: 10-01-19 23:36
What is Branding?
The process of creating an identity for a product using a distinctive name or symbol.
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What is Brand identity?
A composite of those features of a brand that make it recognisable.
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What are the key aspects of a brand identity programme?
Design element; Statements; Application
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What are the components of a marketing objective?
Mission; Vision; Objective
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Coca cola's 'mission'?
To refresh the world; To inspire moments of happiness and optimism; To create value and make a difference.
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Coca cola's 'vision'?
(Portfolio): To bring the world a portfolio of beverage brands that anticipate and satisfy peoples desires and needs.
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Coca Cola's 'Objectives'? (-foundation for decision making)
Main objective is to be a global business that conducts business responsiblity.
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Coca Cola's Marketing strategy?
To unify original and zero sugar variants- 'Taste the feeling' campaign.
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Benefits of Branding?
Perspective; Experience; Name/Logo; Differentiation; Pirates
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Customer analysis (STP)- 'SEGMENTATION'
Coca cola segments customers based on different criteria- Geographics; place of consumption; product type; demographics
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Customer analysis (STP)- 'TARGETTING'
Target people who want strong flavour. Diet cola and its variants are targetted twoards a sub-segment that is health conscious.
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Customer analysis (STP)- 'POSITIONING'
Products are postioned as refreshing & thirst quenching. Products are marketed as consistent and of high quality.
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what are Kapferers brand identity prism elements
Physique, personality, culture, relationship. reflection, self image
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What is the purpose of a brand promise
To provide comfort and security associated with a particular brand.
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Other cards in this set

Card 2

Front

What is Brand identity?

Back

A composite of those features of a brand that make it recognisable.

Card 3

Front

What are the key aspects of a brand identity programme?

Back

Preview of the front of card 3

Card 4

Front

What are the components of a marketing objective?

Back

Preview of the front of card 4

Card 5

Front

Coca cola's 'mission'?

Back

Preview of the front of card 5
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