nick, nigel, grace, maddy and alex definition of branding strategy strategies involving branding...
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Definition of Branding Strategy
Strategies involving branding used by the business in order to convey something about the product.
Manufacturer’s brand/ National BrandThe brand is owned by a manufacturer
e.g. Billabong.They have a higher appeal with customers Widely recognised and available worldwideThere is reliability with the product.
Private Brand / House BrandOwned by a retailer.
- Usually CheaperEg – Target. They have their own clothes and stuff at a
cheaper cost compared to the other brands they sell.
Target = House brand [Have their own products at a cheaper price].
Food labeling All labels must be truthful in Australia There are specific regulations that specify what information needs to be on
the label There is a wide range of information on the labels of packaged food A nutrition information panel must be listed on nearly all packaged foods A nutrition information panel must be listed on nearly all packaged foods These panels will list how much energy, protein, total fat, saturated fat,
carbohydrate, sugar and sodium is in the product Food labels also let you know about the key ingredients in a food Food labels contain a wide range of other material such as the ‘Use By”
date Research shows that most shoppers regularly read food labels for a number
of reasons such as to reduce fat intake or avoid genetically modified food There is information on food additives, which are represented by numbers
as some of the additive names can be long
Product of AustraliaAll significant ingredients come from
Australia. Nearly all manufactured or processing has been carried out of Australia.
Grown in AustraliaProducts significant ingredients are grown in
Australia. Nearly all processing has been carried out in Australia.
Tabaco Products Standard for labeling on tobacco products came into effect on 11 October 2005
Covers information and warning messages and graphic images
Labels must include contain graphic health images include warning and information messages frequently rotate warning and information messages
Health warnings must cover 30 per cent of the front and 90 per cent of the back of a cigarette packet
This mandatory standard applies to anyone in the business of supplying tobacco products, including:
manufacturers importers distributors retailers hirers
Consumers Business Branding helps the
consumer remember the business/company, and what they prefer
Helps consumers remember the company and the product quality and features
A respect and trusted brand reassures the consumer that they are making the right choice and not making a risk with their purchase
A popular brand will symbolize status and success
By being a popular brand, it helps the business gain sales and differentiation from competitors
By promoting one product, it indirectly promotes the brand and the other products
By encouraging customer loyalty, the business is able to charge higher prices due to their popularity
Brand name is a powerful marketing tool
Question 1Summarise and explain the benefits of branding for (a) consumers and (b) businesses.
The extent to which McDonald protects it’s brand name is seen by the several cases that it has fought against several businesses which adopted the word “Mc” in their brand name.
One of the cases include a case against a restaurant in Malaysia named “McCurry”
McDonald has launched a significant number of defamation suits, including "the biggest corporate PR disaster in history.
Question 2Identify some businesses/companies that aggressively protect their brand names-present your findings to the class (use pictures via the internet to illustrate).McDonald’s
Apple has filed a lawsuit against mobile phone rival Samsung, alleging that Samsung’s galaxy line of smart phones and the galaxy computer tablet infringe Apple patents and trademarks.
Question 2Identify some businesses/companies that aggressively protect their brand names-present your findings to the class (use pictures via the internet to illustrate).
WHY IS PACKAGING CRITICAL TO THE SUCCESS OF A PRODUCT?Preserves the productProtects the product from damage or
tamperingAttracts consumers’ attentionMakes transportation and storage easierEco-Friendly