Branding Strategies. Design and Implementation. Brand hierarchy. The means of summarizing the branding strategy by displaying the number and nature of common and distinctive brand elements across the firm’s products. Involves ordering and ranking all brands across products. Dupont
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Design and Implementation
The means of summarizing the branding strategy by displaying the number and nature of common and distinctive brand elements across the firm’s products. Involves ordering and ranking all brands across products.
Ingredient brands Corporate brands
Stainmaster, Lycra automotive; flooring
A response by consumers, customers and all publics to words, actions, communications, products and services provided by a brand entity.
Corporate image dimensions - Dupont
Strategy involves decisions and principles relating to
Using Advocacy to Deliver Institutional Messages
Build favorable attitude
Change negative attitude to positive one
Maintain positive attitude
Produce corporate advertising campaign
Creates favorable brand image through goodwill using:
• Sponsorships: arts (Phone), sports (Nike), health (J&J)
Problem: Perception of fund misuse from Bali, US terrorist bombings
Objective: Convince publics that Red Cross comes to the aid of the world’s needy
Strategy: “We’re there for you” campaign
If you let me play sports…
I will like myself more
I will have more self-confidence
I will be 60% less likely to get breast cancer
I will leave a man who beats me
I will not get pregnant before I want to
I will learn what it means to be strong
Just do it.