Categories: All - retailers - product - private - identity

by Farah Sakr 3 years ago

245

Branding strategies

The concept of branding encompasses various strategies, including brand extension and the use of product-dominant names. Brand extension involves leveraging an existing brand name to introduce products in new categories, maintaining the brand'

Branding strategies

Branding strategies

The first division between continents was made by ancient Greek navigators, who named them 'landmass, terra firma'.

Generally classified by convention rather than any strict criteria, nowadays seven regions are regarded as continents from a geopolitical point of view.

National brand

Premium products(luxury)
The national brand is a brand that we can recognize, familiar as it's a brand that is selled in a place( carrefour) and it belongs to it. It has premium products, high income segment, high quality and easy to determine.

Line extension

Ice-cream kitkat
kitkat
The line extension is when the brand has same product categories but different personality such as size and flavors.

The rationale behind distributor brands

Antarctica is not only the coldest place on Earth but also the highest, driest, windiest and emptiest, completely covered with ice.

75% of the world's ice and 70% of the Earth's fresh water is located here.

Summer months of December to February give 24 hours of light, while the winter months of late March to late September are pitch dark the whole day.

There are no permanent inhabitants, except for scientists maintaining research stations in Antarctica.

The coldest natural temperature ever recorded on Earth was recorded here.

Write it down.

Pringles/Stack Attack

Stack Attack will benefit from the distribution of Pringles as they have lower pice and similar products.

Explanation

Write down the temperatures of the Frozen Continent during the summer and the winter.

Distributor brands can competitively price their product with a cheaper price compared to national brands with higher price even if they have very similar products compared to national brands because they make more money by selling products with low prices as they will not have to do the part of distribution where they advertise and they will benefit of the distribution of other brands. Also, they don't do the research development.

CO-Branding

You can find on this continent:

The world's highest uninterrupted waterfall can be found here.

Write down its name, height and the country in which you can find it.

Amazon+Visa(credit cards)
Orea+Tim Hortons( they have loyal customer base and good sales)

There are 12 countries that make up South America.

Name as many of you can! Don't forget about their capitals.

The CO-Branding is when 2 or more brands corporate with their similarities, products in common which gives the brand more strength and power.

Brand extension

North America has five time zones and it is the only continent with every type of climate.

North America was named after the explorer Amerigo Vespucci and is also known as the 'New World'.

The world's largest sugar exporter among the seven continents - Cuba - also called the 'sugar bowl of the world' is located here.

Example

Native Americans have lived along this river and its tributaries for thousands of years. Most were hunter-gatherers, but some formed agricultural societies.

Formed from thick layers of the river's silt deposits, this river's embayment is one of the most fertile regions of the United States; steamboats were widely used in the 19th and early 20th centuries to ship agricultural and industrial goods.

Name this river.

Cognac( they have same personality but different brand extension)
Harley/Davidson( different product categories with same personalities that can relate such as bag, boots, motocycle etc..

The world's largest freshwater lake by surface area and the third-largest freshwater lake by volume can be found here. It provides a route for the transportation of iron ore, as well as grain and other mined and manufactured materials.

Large cargo vessels called lake freighters, as well as smaller ocean-going freighters, transport these commodities across this lake.

Name this lake.

The brand extension is when a brand name is taken and added on a brand category

Distributive brands

ex:apple, ikea
A brand that is hard to determine as it's distributed in many places, it's a part of the distribution that causes some sort of confusion to the customers

Rebranding/repositioning

Australia is the world's smallest continent and is also known as an 'island continent' as it is surrounded by water on all sides.
It includes 14 countries and it is the least populated continent.

Its name comes from the Latin word 'australis' meaning 'southern' because it lies entirely on the south of the equator.

The largest coral reef can be found here.
Name this coral reef, add its length and mention what type of coral is it.

Diet Coke

Different flavours

Millennials

Out of 14, how many countries you can name?

How about these countries' capitals?

The repositioning of a brand is when a brand changes the target market or the reformulation of a product and satisfying the evolving needs of the target market which will create an emotional attachment with the brand.

Coco mademoiselle(channel)

Target market: Teenagers/young people(20 years old)

Chanelle No.5

Target market: Old people(50-60 years old)

Private labels/Distributor brands

Of the seven continents of the world, Africa is the second largest.

Africa comprises 54 countries and it is the hottest continent.

The equator passes through the middle of Africa and it receives direct sunlight throughout the year.

The world gets 66% of its chocolate, 50% of the gold and 95% of the diamonds from Africa.

Entry/Med level: private labels
examples
Carrefour shower gel: distributor( grocery stores or supermarkets)

This is a brand that we can recognize, familiar as it's a brand that is selled in carrefour and it belongs to it.

Private labels brands are the brands with manufactured products by one company for sale under another company's brand. It targets different segments, it has a higher profit margin, benefit more than national brands.
Subtopic
Price competitivity

The largest hot desert in the world which used to be a lush region with many plants and animals.

The current climate makes it a difficult place for any life to exist. It is hot, dry, and windy.
Very hot during the day but the temperature can drop sometimes to below freezing at nights.

It rarely rains, some regions can go years without seeing a drop of rain.

Name this desert.

Specify the product
No shelf allowance
No R&D
No advertissement
Rationale for private labels

The world's longest river can be found here, famed for its ancient history and the archaeological sites along its shores.
This river gave rise to the early Egyptian civilization.

Name this river and add its length.

Retailers

Out of 54, how many countries you can name?

How about these countries' capitals?

Shopper's drug mart
No frills
Canadian Tire
Loblaws
Sobeys
Walmart

Great value

Brand

The brand is a logo or slogan, it has a personality image in the mind of the target market that will face the customer identity. It creates an identity for the product.

Product dominant names

Asia is the world's largest continent of the seven continents in size, as it covers one-third of the earth's surface.

It includes 50 countries, and it is the most populated continent, 60% of the total population of the Earth lives here.

Examples
Coca-cola/ Haagen Däz/Dasani/Lux shower gel
Definition
The product dominant names are words designed to be associative or they can be brand names made for a specific objective for creating an association
My hair color

Asia houses the highest point on earth.
Name this summit and write down how tall it is.

Hair color
My eye color

Name as many as you can out of the 48 countries located in Asia.

Write down the capitals too.

Eye color

Corporate dominant branding

Europe is separated from Asia by the Ural mountains and the Caspian Sea.

It is surrounded by water on three sides: Mediterranean Sea in the south, Atlantic Ocean in the west, and the Arctic Ocean in the north.

Three-fourth of the world's potatoes grow in Europe.

Example: Ford/Samsung/Harley Davidson/Nike/ L'oréal/ Tommy Hilfiger

Europe is one of the smallest continents, yet it is home to some of the largest mountain ranges.

About 20% of the total landmass of the continent is considered mountainous.

Name the 5 longest mountain ranges in Europe.

These examples has a brand personality and image which makes them attractive to customers and always attach to it. The better the image is, the more will be differentiated on the market that will create a culture image.

Corporate dominant brands capitalize on the name of the incorporation which means it's the name of the manufacturing company

The most beautiful cities in the world can be found in Europe. History, architecture, arts, and famous cuisine is representative almost to each country.

Out of 51 countries how many you can name?
And how many capitals?