Podcast
Questions and Answers
It is the process of creating a slogan from a message and then designing a symbol or logo
It is the process of creating a slogan from a message and then designing a symbol or logo
Branding
It is a distinctive name or symbol which identifies a product or set of products which differentiate it from its competitors
It is a distinctive name or symbol which identifies a product or set of products which differentiate it from its competitors
Branding
refers to how familiar the general public is with a brand. (For example, Jollibee as one of the leading fast-food chains in the Philippines).
refers to how familiar the general public is with a brand. (For example, Jollibee as one of the leading fast-food chains in the Philippines).
Brand awareness
when companies extend their brand to develop new products in new industries and markets. (For example, from Ferrari Luxury cars to a theme park).
when companies extend their brand to develop new products in new industries and markets. (For example, from Ferrari Luxury cars to a theme park).
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is the personality of the business and the promise they make to their customers. (For example, SM’s ‘We’ve got it all for you’ promise).
is the personality of the business and the promise they make to their customers. (For example, SM’s ‘We’ve got it all for you’ promise).
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refers to the process of creating and maintaining the brand. It includes managing the tangible elements of the brand (packaging, color palette). (For example, Coca-Cola’s famous
font/logo).
refers to the process of creating and maintaining the brand. It includes managing the tangible elements of the brand (packaging, color palette). (For example, Coca-Cola’s famous font/logo).
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is how well a consumer can recognize and identify the brand without seeing the name – through your logo, tagline, jingle, packaging, or advertising.
is how well a consumer can recognize and identify the brand without seeing the name – through your logo, tagline, jingle, packaging, or advertising.
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This concept goes hand-in-hand
with brand recall, which is the ability to think of a brand without any visual or auditory identifiers. (For
example, McDonald’s ‘Love ko ‘to’ slogan).
This concept goes hand-in-hand with brand recall, which is the ability to think of a brand without any visual or auditory identifiers. (For example, McDonald’s ‘Love ko ‘to’ slogan).
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refers to how strongly customers and consumers believe the brand. (For example, Go Hotels are patronized by clients as they offer cheap but safe and clean rooms).
refers to how strongly customers and consumers believe the brand. (For example, Go Hotels are patronized by clients as they offer cheap but safe and clean rooms).
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This is a short reiteration of the salient points of the marketing plan.
This is a short reiteration of the salient points of the marketing plan.
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This part is where the strengths, weaknesses, opportunities, and threats of the business/destination are identified.
This part is where the strengths, weaknesses, opportunities, and threats of the business/destination are identified.
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These are the goals that companies want to achieve for a certain period. They provide a clear direction for strategies, tactics, and activities that will be done.
These are the goals that companies want to achieve for a certain period. They provide a clear direction for strategies, tactics, and activities that will be done.
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This section should include specific activities, their expected time of roll-out, and duration. It can be in the form of a Gantt chart.
This section should include specific activities, their expected time of roll-out, and duration. It can be in the form of a Gantt chart.
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This describes branding that is used for a person, instead of branding for a whole
business.
This describes branding that is used for a person, instead of branding for a whole business.
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This type of branding is often used to establish a person’s character, personality, or work as
a brand.
This type of branding is often used to establish a person’s character, personality, or work as a brand.
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the Kardashian/Jenner family. As their media presence was built, they defined
themselves as a trendsetter and made a business out of it, such as SKIMS an undergarment line by
Kim Kardashian, Good American Clothing line by Khloe Kardashian, and Kylie Cosmetics by Kylie
Jenner).
the Kardashian/Jenner family. As their media presence was built, they defined themselves as a trendsetter and made a business out of it, such as SKIMS an undergarment line by Kim Kardashian, Good American Clothing line by Khloe Kardashian, and Kylie Cosmetics by Kylie Jenner).
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one of the most popular branding types. It focuses on making a single product distinct and recognizable.
one of the most popular branding types. It focuses on making a single product distinct and recognizable.
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Symbols or designs are an essential part of product branding to help your customers identify your product easily.
Symbols or designs are an essential part of product branding to help your customers identify your product easily.
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Monster Energy drinks have distinct packaging and logos that make it easily
distinguishable from Red Bull energy drinks.
Monster Energy drinks have distinct packaging and logos that make it easily distinguishable from Red Bull energy drinks.
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A core value of a business and a philosophy that a business develops to present itself to the world and its employees.
A core value of a business and a philosophy that a business develops to present itself to the world and its employees.
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Effective corporate brands often seek to display the company’s mission, personality, and core values in each point of contact
Effective corporate brands often seek to display the company’s mission, personality, and core values in each point of contact
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Nike’s core values and mission are recognizable across all their platforms and products. Nike’s mission statement is “To bring inspiration and innovation to every athlete in the world.” And
its slogan, next to its famous swoosh checkmark logo is “Just do it”.
Nike’s core values and mission are recognizable across all their platforms and products. Nike’s mission statement is “To bring inspiration and innovation to every athlete in the world.” And its slogan, next to its famous swoosh checkmark logo is “Just do it”.
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leverages the needs of the customer
leverages the needs of the customer
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Companies that use service branding seek to provide their customers with world-class service.
Companies that use service branding seek to provide their customers with world-class service.
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Chick-fil-A (one of the largest fast-food restaurant in the United States of America) is known for its excellent customer service – making it now synonymous with its brand.
Chick-fil-A (one of the largest fast-food restaurant in the United States of America) is known for its excellent customer service – making it now synonymous with its brand.
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form of branding that connects companies. A marketing
partnership between two (2) or more businesses.
form of branding that connects companies. A marketing partnership between two (2) or more businesses.
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Frito Lay and Taco Bell came together and made the Doritos Locos Taco that appealed to both audiences.
Frito Lay and Taco Bell came together and made the Doritos Locos Taco that appealed to both audiences.
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also known as internet branding, helps businesses to position themselves as a part of the online marketplace. This type of branding includes a company’s website, social media platforms,
blogs, and other online content.
also known as internet branding, helps businesses to position themselves as a part of the online marketplace. This type of branding includes a company’s website, social media platforms, blogs, and other online content.
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Starbucks posts their new offerings on Instagram.
Starbucks posts their new offerings on Instagram.
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This type of branding is also known as minimalist branding. These brands are often generic brands that seek to let their products speak for themselves without all the extras many others
provide their consumers with.
This type of branding is also known as minimalist branding. These brands are often generic brands that seek to let their products speak for themselves without all the extras many others provide their consumers with.
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process of developing a unique identity or personality for a tourist
destination, and communicating the same to visitors using a name, a tagline, a symbol, a design, or a
combination of these to create a positive image.
process of developing a unique identity or personality for a tourist destination, and communicating the same to visitors using a name, a tagline, a symbol, a design, or a combination of these to create a positive image.
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It’s more fun in the Philippines using the jeepney font called
“Barabara”.
It’s more fun in the Philippines using the jeepney font called “Barabara”.
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operational document that outlines an advertising strategy that an organization will implement to generate leads and reach its target market
operational document that outlines an advertising strategy that an organization will implement to generate leads and reach its target market
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(3) key elements to successful marketing plan.
(3) key elements to successful marketing plan.
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The marketing plan has to be simple and easy to execute
The marketing plan has to be simple and easy to execute
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The goal of this is to give a brief and logical presentation of the contents of the marketing plan.
The goal of this is to give a brief and logical presentation of the contents of the marketing plan.
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this section answers the current marketing trends in the tourism and hospitality industry.
this section answers the current marketing trends in the tourism and hospitality industry.
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competition plays a big role in the success of a business. How a tourism
establishment responds to new players in the market and new strategies of existing marketing will make an impact on the firm’s profitability.
competition plays a big role in the success of a business. How a tourism establishment responds to new players in the market and new strategies of existing marketing will make an impact on the firm’s profitability.
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the _____ factors have an impact on the marketing success of the business.
the _____ factors have an impact on the marketing success of the business.
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The external factor can cause the decline or increase of one’s business.
The external factor can cause the decline or increase of one’s business.
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These factors may include
tourism promotions done by the local/regional/national tourism office, development of airline routes
and infrastructure, new tourist attractions in the area, and new convention centers
These factors may include tourism promotions done by the local/regional/national tourism office, development of airline routes and infrastructure, new tourist attractions in the area, and new convention centers
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the marketing plan begins with an introduction to the
the marketing plan begins with an introduction to the
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It discusses the existing product lines, the current distribution system, and
promotional strategies implemented to reach its actual sales targets.
It discusses the existing product lines, the current distribution system, and promotional strategies implemented to reach its actual sales targets.
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This section shall discuss the target market of the business. A brief description of the demographics and psychographics of the market segments
This section shall discuss the target market of the business. A brief description of the demographics and psychographics of the market segments
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A discussion on new products/services to be launched, innovations, upgrading of products, and services are included in this section. This may also include (new packaging ideas, product
bundles, and new product features or enhancements. )
A discussion on new products/services to be launched, innovations, upgrading of products, and services are included in this section. This may also include (new packaging ideas, product bundles, and new product features or enhancements. )
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A review of pricing objectives, pricing strategies, and possible discounting schemes are covered in this section.
A review of pricing objectives, pricing strategies, and possible discounting schemes are covered in this section.
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Presentation of promotional tools to be used to achieve strategies are the main
content of this section.
Presentation of promotional tools to be used to achieve strategies are the main content of this section.
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this is where your plans (including the logo/slogan) about the company’s branding will be discussed.
this is where your plans (including the logo/slogan) about the company’s branding will be discussed.
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a numerical representation of marketing commitment. In this section, the
expense items for each marketing activity, manpower requirements, capital expenditures
a numerical representation of marketing commitment. In this section, the expense items for each marketing activity, manpower requirements, capital expenditures
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