marketing 4

  1. Brand Personality
    The image and “feelings” associated with the brand
  2. Define your Brand Personality
     After reviewing your mission, vision, promise and promise statements, write a one sentence Brand Personality statement.

     Think of ways to describe your personality such as fun, sophisticated, sexy, practical etc.
  3. 5 things The Brand Identity Statement should Include:
    • 1.  offering, primary benefits
    • 2. target market
    • 3. your position relative to you rcompetition
    • 4. business promise
    • 5. Brand Personality Statement
  4. Types of Names
    Owners Name(s)- Rarely develop into strong brands without significant marketing $’s. Celebrity names are an exception to this rule 

    abbreviation names (ie: IBM, AOL)- Exudes no personality and/or benefit. Require significant marketing $’s to establish

    Geographically Anchored- Conveys the benefit of being “local. Often blur into other names with the same geographic handle. 

    Borrowed Interest & Fabricated Names- ( Apple, Starbucks, Google, Microsoft)- 

    Are very unique & easy to recall. Require lots  of marketing $’s to establish.

    Descriptive NamesConvey the nature of the brands offeringsand/or business promise
  5. 6 characteristics The Best Names…..
    •  Reflect your chosen brand personality
    •  Are descriptive of your offering
    •  Create an association to the meaning of yourbrand
    •  Are easy to say & spell
    •  Are unique & memorable
  6. Key Concept: Integrated Marketing Communication (IMC)
     Coordination of promotional efforts for maximum consistency, branding, & persuasive impact.
  7. Your Logo
    Your IMC starts with your logo. The logo and colors you select will be a part of your advertising & packaging years to come.
  8. Logo Colors Should….
    •  Reflect your brand personality
    •  Differ from your major competitors
    •  Use a maximum of three colors
    •  Also look good in black & white
  9. What is a Tagline?
    A phrase that accompanies your brand nameto quickly translate your positioning & identitystatements to consumers
  10. Three Core Branding Elements
    1. Reputation Management- Working to in sure that customers have positive experiences &spread good word-of mouth. (Includes good customer service, warranties, public relations, etc.)

    2. Positioning - Seeing that your brand is properly positioned in the consumers mind  relative to the competition (better, faster,cheaper, or different)

    3. Face of the Brand – The name, logo, tagline,advertising, website, etc.
Card Set
marketing 4