Strategic Influences on communication- BRANDING 0.0 / 5 ? MarketingBRANDINGUniversityNone Created by: adaaezeCreated on: 10-01-19 23:36 What is Branding? The process of creating an identity for a product using a distinctive name or symbol. 1 of 14 What is Brand identity? A composite of those features of a brand that make it recognisable. 2 of 14 What are the key aspects of a brand identity programme? Design element; Statements; Application 3 of 14 What are the components of a marketing objective? Mission; Vision; Objective 4 of 14 Coca cola's 'mission'? To refresh the world; To inspire moments of happiness and optimism; To create value and make a difference. 5 of 14 Coca cola's 'vision'? (Portfolio): To bring the world a portfolio of beverage brands that anticipate and satisfy peoples desires and needs. 6 of 14 Coca Cola's 'Objectives'? (-foundation for decision making) Main objective is to be a global business that conducts business responsiblity. 7 of 14 Coca Cola's Marketing strategy? To unify original and zero sugar variants- 'Taste the feeling' campaign. 8 of 14 Benefits of Branding? Perspective; Experience; Name/Logo; Differentiation; Pirates 9 of 14 Customer analysis (STP)- 'SEGMENTATION' Coca cola segments customers based on different criteria- Geographics; place of consumption; product type; demographics 10 of 14 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. 11 of 14 Customer analysis (STP)- 'POSITIONING' Products are postioned as refreshing & thirst quenching. Products are marketed as consistent and of high quality. 12 of 14 what are Kapferers brand identity prism elements Physique, personality, culture, relationship. reflection, self image 13 of 14 What is the purpose of a brand promise To provide comfort and security associated with a particular brand. 14 of 14
Comments
No comments have yet been made