Podcast
Questions and Answers
What is branding?
What is branding?
The process of creating a slogan from a message and designing a symbol or logo to communicate the image of a city along with its features, benefits, and values.
What does brand awareness refer to?
What does brand awareness refer to?
How familiar the general public is with a brand.
What is brand extension?
What is brand extension?
When companies extend their brand to develop new products in new industries and markets.
Define brand identity.
Define brand identity.
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What is brand management?
What is brand management?
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What does brand recognition signify?
What does brand recognition signify?
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What is brand trust?
What is brand trust?
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Which of the following is an example of personal branding?
Which of the following is an example of personal branding?
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Which branding type focuses on making a single product distinct and recognizable?
Which branding type focuses on making a single product distinct and recognizable?
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What does corporate branding aim to display?
What does corporate branding aim to display?
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What is service branding?
What is service branding?
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What is co-branding?
What is co-branding?
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Study Notes
Branding and Marketing Plan
- Branding is creating a slogan, symbol (logo), and message to communicate a company's image, features, benefits, and values. A brand differentiates a product from competitors.
- Brand awareness is how familiar the public is with a brand (e.g., Jollibee).
- Brand extension is using an existing brand to create new products in different industries (e.g., Ferrari cars to theme parks).
- Brand identity describes the company's personality and promises (e.g., SM's "We've got it all").
- Brand management is creating and maintaining a brand (tangible elements like packaging, colours, etc.) (e.g., Coca-Cola).
- Brand recognition is recognizing a brand without seeing its name (e.g., through logo, tagline, jingle).
- Brand recall is remembering a brand without visual or auditory cues (e.g., McDonald's "Love ko 'to").
- Brand trust is the belief and confidence in a brand (e.g., Go Hotels for quality).
- Brand strategies help businesses grow by representing their identity.
- Personal branding is used to build a person's character, personality, or work as a brand (e.g., Kardashian/Jenner family).
- Product branding focuses on making a product distinctive and recognizable (e.g., Monster Energy drinks).
- Corporate branding defines a company's core values and philosophy to present it to the world (and employees).
Marketing Plan Outline
- Executive Summary: Brief overview of the plan's contents.
- Introduction: Current company situation, distribution system, promotional strategies, and sales targets.
- Environmental Factors: External factors impacting business (tourism, infrastructure, etc.).
- Competitive Analysis: Understanding competitors and their strategies.
- Marketing Trends: Current trends in the industry, particularly in tourism and hospitality.
- SWOT Analysis: Strengths, weaknesses, opportunities, and threats of the business.
- Objectives: Specific, measurable, achievable, realistic, time-bound (SMART) goals.
- Target Market: Description of the target audience (demographics & psychographics).
- Marketing Strategies: Detailed strategies for product introductions, innovation, product enhancement, package design, and pricing.
- Product Strategy: New product/service launches, upgrades, bundle offers.
- Pricing Strategy: Pricing objectives and strategies (discounts).
- Promotional Mix: Promotional tools to achieve goals (e.g., advertising).
- Promotional Mix/Branding: Company branding elements (logo, slogan, etc.).
- Timetable: Specific actions, roll-out times, durations (e.g., Gantt chart).
- Budget: Breakdown of marketing expenses.
- Conclusion: Summary of the plan's key points.
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