THE CONCEPT OF BRANDING

HELPFUL DEFINITIONS

Marketing Wants Needs Products Branding

MARKETING
ALL ACTIVITIES AND PROCESSES THAT ARE GEARED TOWARDS THE SATISFACTION OF GIVEN CUSTOMERS NEEDS AND WANTS at a profit.

NEEDS
A feeling of deprivation can be conscious, subconscious or unconscious

WANT
The specific product that meets particular needs given time, culture, geography, circumstances etc.

PRODUCT

Goods, services or ideas that have the capacity to satisfy certain needs. There are three key conceptualizations of product.

BRANDING

Started in the early 20th century with the branding of cows. Artisans then started branding their work as a mat of identity. Brands started emerging with distinct qualitative identities. Certain buyers would then insist on the certain brands.

BRANDING REDEFINED

Confers a distinct identity Makes and delivers a promise Develops an emotional relationship with customers May change with its customers or remain static and acquire new customers.

LEVELS OF BRAND RELATIONSHIPS Brand recognition

Brand awareness Brand acceptance Brand loyalty Brand insistence

WHY HAS BRANDING BECOME A CATCHWORD

The world is fast becoming a global village. Any product one offers to the Market can expect to face severe competition. Marketing is now its fifth philosophy, that of societal marketing branding is essential.

MARKETING PHILOSOPHIES

PRODUCTION Just produce it.It will be bought! PRODUCTION OK. Watch the Quality vis--vis competition. SELLING Get some good sales guy MARKETING Focus on the needs and wants SOCIETAL MARKETING what is good for society?

Branding and Competition

Often Branding is price driven Recently observing buyers in an up market hotel, I noticed that buyers of water all insisted on Keringet on further checking, I found out that Keringet was the most expensive, even more expensive than beer! Branding removes the level playing field.

Because consumers stop seeing other products as competitor, in essence, the augmented product become more important than the core product. Though the core product must deliver. People are willing to pay more for their brand!

DIFFERENT BRAND SUCCESS LEVELS

HUGE SUCCESS
INTERNATIONAL Coke Microsoft Mercedes Virgin Barclays Nokia

HUGE SUCCESS
LOCAL

Seven seas Tusker Keringet Carnivore Equity bank

Hedex Cussons Omo kimbo

MODERATE SUCCESS
INTERNATIONAL Motorola Pepsi Citroen Sanyo Parker

MODERATE SUCCESS

LOCAL Kosewe Ketepa Pishori Family finance kasuku

K.C.B. M.S.K. Strathmore Standard Ambassador

FAILURE
INTERNATIONAL

Ericsson Renault Aspen

FAILURE

LOCAL Newport PSL Pagers Ken-brew Prestige Tree top

Sorghum sake Persil Chicken licken Kenya National Assurance

WHAT IS THE SECRET?