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Integrated Marketing Communications
A bit about Branding
5
Tutorial
what is a brand?
a brand can be perceived as a product…
...that adds either rational and tangible
dimensions (related to performance)
…or as a symbol...
...symbolic, emotional and intangible
dimensions (related to what the brand
represents)
Keller, 1997
what is a brand?
Fill, 2011, identifies that a brand has twomain attributes…
intrinsic
extrinsic
functional…
design
performance
ingredients/components
size/shape
price
meaning…
value
brand image
images of stores where sold
perceptions of users of the
brand
brand characteristics…
functional… the abilities, the areas where
it delivers, what it does
personification… it’s humanist elements… fun, bland,
exciting, adventurous, caring, stylish
relationship building…creating a three-
dimensional person or character
identify what attributes you perceive the
following brands to have and justify why…
consider both intrinsic and extrinsic
then develop a personality for this brand…
considering key projective techniques
…if the brand was a person they would be… they
would wear… they would be how old…
…can you think of a suitable celebrity endorser?
consider both intrinsic and extrinsic…
Now develop a personality for this brand…and a celebrity endorser
consider both intrinsic and extrinsic…
Now develop a personality for this brand…
and a celebrity endorser
consider both intrinsic and extrinsic…
Now develop a personality for this brand…
and a celebrity endorser
OK, now get into small groups…
Read through the mini case…
…discuss the questions and come up
with some clear responses…
…be ready to justify and discuss them
OK, now get into small groups…
Read through the mini case…
…discuss the questions and come up
with some clear responses…
…be ready to justify and discuss them

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Branding... tutorial 5

  • 1. Integrated Marketing Communications A bit about Branding 5 Tutorial
  • 2. what is a brand? a brand can be perceived as a product… ...that adds either rational and tangible dimensions (related to performance) …or as a symbol... ...symbolic, emotional and intangible dimensions (related to what the brand represents) Keller, 1997
  • 3. what is a brand? Fill, 2011, identifies that a brand has twomain attributes… intrinsic extrinsic functional… design performance ingredients/components size/shape price meaning… value brand image images of stores where sold perceptions of users of the brand
  • 4. brand characteristics… functional… the abilities, the areas where it delivers, what it does personification… it’s humanist elements… fun, bland, exciting, adventurous, caring, stylish relationship building…creating a three- dimensional person or character
  • 5. identify what attributes you perceive the following brands to have and justify why… consider both intrinsic and extrinsic then develop a personality for this brand… considering key projective techniques …if the brand was a person they would be… they would wear… they would be how old… …can you think of a suitable celebrity endorser?
  • 6. consider both intrinsic and extrinsic… Now develop a personality for this brand…and a celebrity endorser
  • 7. consider both intrinsic and extrinsic… Now develop a personality for this brand… and a celebrity endorser
  • 8. consider both intrinsic and extrinsic… Now develop a personality for this brand… and a celebrity endorser
  • 9. OK, now get into small groups… Read through the mini case… …discuss the questions and come up with some clear responses… …be ready to justify and discuss them
  • 10. OK, now get into small groups… Read through the mini case… …discuss the questions and come up with some clear responses… …be ready to justify and discuss them