this ppt is related with branding decision which involve brand name selection, brand positioning and brand extension and various types of brand extension
2. What is a Brand ?
According to AMA brand is a name, term, sign, symbol or design or combination of them used to
identify the goods and services of one seller or group of sellers and too differentiate them from
those competition
3. Branding Decisions
Brand positioning
1. Attributes
2. Benefits
3. Beliefs and values eg. Aston Martin
Brand name selection
4. Guidelines for Brand name Selection
Suggest about product’s benefits and quality eg Wadding polish “Never Dull”
Easy to pronounce, recognize, remember eg. Puma, Nike but not Homonculus
Distinctive eg. Rolex, Bugatti
Expandable
Translate easily
Capable of registration and legal protection
5. Brand sponsorship
1. Manufacturer brand or National brand eg. Kellogg's Frosties
2. Private brand
3. Licensed brand eg. Disney, Star War
4. Co-brand eg. BMW, louis vitton
Brand development
1. Line extension eg. diet Cola with vanilla
2. Brand extension
3. Multi-brand eg. Proctor and Gamble, Unilever
4. New brand
13. Campaign Summary
Strong heritage in South Africa
They love the brand but not aware about the skin expertise it offers through its app Skin
Analysis
Three month effort to build awareness for the app
14. Objective and Context
To position Vaseline as leader inn skincare expertise through skin analysis app
Indirectly promote awareness n trial of Vaseline products
Wanted to become the most trusted expert in skincare
15. Creative Strategy
The campaign targeted South African men and women aged 25 to 55, from Living Standards
Measure 5 to 10 (LSM is a market segmentation tool, developed by the South African Audience
Research Foundation, with ten being the highest) The audience was targeted as they shopped
and were in decision-making and product-selection mode. The key component of this campaign
was experiential, as Vaseline representatives ran a mall-based activation to demonstrate to
passers by the efficiency of the Skin Analysis tablet app.
The creative strategy was to amaze consumers with a sensorial 4D skin experience and the skin-
care expertise that Vaseline provides. The media strategy was to create awareness with
targeted, localized posts on Facebook, using photos from other Vaseline Skin Analysis
activations and urging consumers to visit the one at their local mall.
16. Results
The campaign created awareness of the new brand positioning of Vaseline as an expert in skin
care.
The effort had more than one million impressions on Facebook and much interaction and
engagement around Facebook posts.
The activation hashtag #VaselineExperience trended twice in South Africa.
Praise from high-profile beauty editors and bloggers about the skin innovation reached more
than 212,000 people on Twitter.
There were more than 403,000 impressions on Twitter.
In just three months, 10,000 consumers experienced the Vaseline Skin Analysis app.
One month into the campaign, market share grew by 2.2 percent for the core range of products
promoted by the app.
