Brand personality |
|
Key terms
In marketing we attempt to apply human characteristics to a brand in order that the customer can better relate to it. This is referred to as brand personality. It is most successful if the characteristics are similar to the customers own or aspirational characteristics.
A unique selling point or, often now referred to as a unique selling proposition is a strength that you hold over the competition, in other words your ability to supply what they cannot.
In marketing we attempt to apply human characteristics to a brand in order that the customer can better relate to it. This is referred to as brand personality. It is most successful if the characteristics are similar to the customers own or aspirational characteristics.
A unique selling point or, often now referred to as a unique selling proposition is a strength that you hold over the competition, in other words your ability to supply what they cannot.
Information
A strong brand can stick in a customers mind and help to link products or services with a given manufacturer or supplier. For example, who has ever done the Hoovering? Of what would you respond if asked who beanz meanz?
A strong brand can stick in a customers mind and help to link products or services with a given manufacturer or supplier. For example, who has ever done the Hoovering? Of what would you respond if asked who beanz meanz?
Stretch & challenge: Can you come up with some examples to illustrate your answers?
Information
There are many implications for marketing that are influenced by market size such as:
> Product development to meet customer needs and feasibility according to employee capacity.
> Elimination of products or services which no longer meet requirements and are not financially viable.
> Marketing methods for promoting branding which are cost effective for maximum return and in the shortest time.
> Changes to branding which make excessive demands on a limited workforce.
> Budgetary constraints based on financial position of the business and likely impact on sales.
> Requirement of specialist staff and cost of employment or sourcing external support.
There are many implications for marketing that are influenced by market size such as:
> Product development to meet customer needs and feasibility according to employee capacity.
> Elimination of products or services which no longer meet requirements and are not financially viable.
> Marketing methods for promoting branding which are cost effective for maximum return and in the shortest time.
> Changes to branding which make excessive demands on a limited workforce.
> Budgetary constraints based on financial position of the business and likely impact on sales.
> Requirement of specialist staff and cost of employment or sourcing external support.
It is not always as simple as establishing the customers needs and wants, they may not know themselves. You must also take into account the what is financially and operationally viable, to both the business and those that you plan to sell to.
Task 3
Analyse two adverts below and identify the branding techniques and the brand personality strategies used.
Stretch & challenge: How can the business protect it brand identity?
Analyse two adverts below and identify the branding techniques and the brand personality strategies used.
Stretch & challenge: How can the business protect it brand identity?
Answers
> Brand name - Nike
> Logo - Swoosh > Slogan - Just do it > Use of colours |
> Use of shapes
> Aspirational images > Inspirational messages > Consistent fonts |