Schwartz business society clothing sale
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Schwartz Business Society Clothing Sale. On Sale in the Schwartz Lobby until January 22 nd New items and styles this year. Sweatpants - Crew Necks - T-Shirts - Mittens. Check out The Daily Schwartz on Facebook to view the items and get a chance to win a crew neck sweatshirt! .

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Schwartz Business Society Clothing Sale

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Schwartz business society clothing sale

Schwartz Business SocietyClothing Sale

On Sale in the Schwartz Lobby until January 22nd

  • New items and styles this year

Sweatpants - Crew Necks - T-Shirts - Mittens

Check out The Daily Schwartz on Facebook to view the items and get a chance to win a crew neck sweatshirt!


Branding and positioning

Brandingand Positioning

Chapter 2


What is branding

What is Branding?

  • Assigning a name, phrase, design, symbols or a combination of these to a product, service, or a group of complimentary products


Schwartz business society clothing sale

Discussion Points:

  • How important are brand names?

  • How important are brand names for clothes? Why?

  • What additional product categories are brand names important?

  • What product categories are brand names not important?


Schwartz business society clothing sale

  • What image is being conveyed by this Porsche advertisement?

  • What image is being conveyed by the Porsche Web site?

  • www.porsche.ca

  • Are the images consistent?


Brand value customer perspective

Brand Value – Customer Perspective

  • Provides quality assurance in purchase decisions

  • Reduces search time in purchase decisions

  • Provides psychological reinforcement and social acceptance of purchases


Brand value company perspective

Brand Value – Company Perspective

A strong brand can generate many benefits including:

  • Positive customer feelings to new products and services

  • Allows a company to charge more (if the brand is recognized and respected)

  • Customer loyalty which may lead to more purchases

  • Positive word of mouth endorsements

  • Higher level of channel power

  • The ability to attract quality employees

  • More favourable ratings by financial observers and analysts


Developing brand value

Developing Brand Value

From introduction to post-purchase behaviour

  • Five dimensions:

    • Brand awareness

    • Associations customers make with brands

    • Attitudes customers have about the brand performance

    • Brand attachment by the customer

    • Brand activity – how do customers use the brand?


Successful brand development

Successful Brand Development

  • Commitment to the brand

  • Market penetration

  • Research and understanding the brand’s target market

  • Building effective expansion programs and fending off competitors.


Video nike

Video – Nike

Questions for Discussion:

  • What do you think of Nike’s Brand Management?

  • What can other athletic apparel company’s learn from Nike?


What s happening

What’s Happening?

  • http://www.youtube.com/watch?v=u2HD57z4F8E

  • http://www.youtube.com/watch?v=2JnYcuRW_qo


Discussion exercise

Discussion Exercise

  • List the names of five brands you have a negative impression of?

  • Why is the brand(s) conceived negatively?


Building brand equity

Building Brand Equity

Brand Equity – The value that stakeholders assign to a brand over and above the value of an equal but unbranded product

  • Research current brand image

  • Decide what makes the brand unique

  • Communicate brand’s uniqueness

  • Spend on advertising/communication

  • Deliver on uniqueness


Schwartz business society clothing sale

Companies often

create product icons

to develop an identity for their products, and increase brand equity.

Why is the

Mr. Clean icon

an effective representative

for its product?


Benefits of brand equity

Benefits of Brand Equity

  • Higher prices

  • Higher gross margins

  • Reduces customer switching

  • Greater demand for the product

  • Prevents erosion of market share


Types of brands

Types of Brands

  • Family brands

    • Multiple products under one brand

    • Transfer associations

  • Brand extension

    • New good or service, usually related to the existing brand

  • Flanker brands

    • New brand within current category

    • www.marriott.ca

  • Co-branding

  • Private Label Brands


Schwartz business society clothing sale

Flanker Brands Sold by Procter & Gamble

CoverGirl

Max Factor

Cosmetics

Cascade

Dawn

Ivory

Joy

Dish washing

Aussie

Head & Shoulders

Herbal Essences

Infusion 23

Pantene

Hair care


Schwartz business society clothing sale

Forms of Co-Branding

Ingredient Branding

Co- Branding

Cooperative Branding

Complementary Branding


Schwartz business society clothing sale

Changes in Private Brands

1. Quality improvement.

2. Lower prices.

3. Higher store loyalty.

4. Lower loyalty for manufacturer brands.

5. Increase in advertising of private brands.

6. Increase in quality of private brand in-store displays.


Schwartz business society clothing sale

Strategies Used to Combat Private Labels (National Brands)

  • Focus on core brands

  • Increase advertising

  • Introduce new products

  • Focus on in-store selling, packaging

  • Use alternative methods of marketing


What s happening1

What’s Happening!

http://www.youtube.com/watch?v=IX1n7QPXO3E

http://www.youtube.com/watch?v=dMbEjKLqsiY

https://www.youtube.com/watch?v=R55e-uHQna0


Successful brand extensions

Successful Brand Extensions

  • Lipton tea – Lipton soup mixes

  • Kodak film – Kodak cameras and batteries

  • Ivory soap – Ivory shampoo, dishwashing liquid

  • Barbie dolls – Barbie games, furniture, clothes

  • Honda bikes – Honda cars, lawnmowers, generators


Unsuccessful brand extensions

Unsuccessful Brand Extensions

  • Dunkin’ Donuts – Dunkin’ Donuts cereal

  • Harley Davidson Bikes – Harley Davidson cigarettes

  • Levis Jeans – Levis business wear

  • Mr. Coffee coffee makers – Mr. Coffee coffee


Factors in brand management

Factors in Brand Management

  • Maintaining a Brands Image

    • Consistency is key

  • Rejuvenating a Brand

    • May be necessary if firm has encountered negative publicity

  • Repositioning a Brand

    • May be necessary when a brands target market has shrunk or firm can no longer meet customer expectations


Positioning

Positioning

  • The process of creating a perception in the consumer’s mind regarding the nature of the company and its products relative to competitors

  • A product’s position is based on two elements:

    • The product’s standing relative to the competition

    • How the product is perceived by consumers

  • Positioning is an important criteria in brand development


Positioning strategies

Positioning Strategies

  • Attributes

  • Competitors

  • Use or application

  • Price-quality relationship

  • Product user

  • Product class


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