1. The document discusses three brands - Louboutin, Disney, and Teflon - and how each utilizes different brand management techniques.
2. Louboutin uses branded features by making their signature red sole a distinguishing characteristic of the brand. Disney employs brand programming through various entertainment, media, and consumer products that expand the Disney brand.
3. Teflon is presented as a pioneer of ingredient branding, with its non-stick coating found in cookware and other products but not able to be purchased on its own.
1. The document discusses three brands - Louboutin, Disney, and Teflon - and how each utilizes different brand management techniques.
2. Louboutin uses branded features by making their signature red sole a distinguishing characteristic of the brand. Disney employs brand programming through various entertainment, media, and consumer products that expand the Disney brand.
3. Teflon is presented as a pioneer of ingredient branding, with its non-stick coating found in cookware and other products but not able to be purchased on its own.
1. The document discusses three brands - Louboutin, Disney, and Teflon - and how each utilizes different brand management techniques.
2. Louboutin uses branded features by making their signature red sole a distinguishing characteristic of the brand. Disney employs brand programming through various entertainment, media, and consumer products that expand the Disney brand.
3. Teflon is presented as a pioneer of ingredient branding, with its non-stick coating found in cookware and other products but not able to be purchased on its own.
1. The document discusses three brands - Louboutin, Disney, and Teflon - and how each utilizes different brand management techniques.
2. Louboutin uses branded features by making their signature red sole a distinguishing characteristic of the brand. Disney employs brand programming through various entertainment, media, and consumer products that expand the Disney brand.
3. Teflon is presented as a pioneer of ingredient branding, with its non-stick coating found in cookware and other products but not able to be purchased on its own.
You have learnt multiple brand management techniques in this module. For this assignment, pick a brand of your choice and describe how it follows brand management techniques. You may describe any three of the brand management techniques discussed in the module.
Briefly describe the brand of your choice for this assignment.
The brands that I’m going to talk about for Branded Feature, Branded Programme and Ingredient Branding are as follows:
Fashion Company: Christian Louboutin
BRAND: LOUBOUTINS
Christian Louboutin is a famous luxury shoe brand that was established in France. It is well renowned for its distinctive trademark red sole. There are around 70 boutiques all over the world. Louboutin items may be purchased on the official Louboutin website, certain department stores, and Louboutin boutiques. The brand's fundamental qualities and ideals are considered to be lifestyle-related, dramatic, and extraordinary.
Corporation: Disney Inc.
BRAND: DISNEY
The Walt Disney Company, sometimes known as Disney, is an American multinational media and entertainment company based in Burbank, California at the Walt Disney Studios complex. With the invention of the immensely recognized figure Mickey Mouse, who is the business's emblem, and the beginning of animated films, the company quickly established itself as a leader in the animation industry. Now they developed family entertainment with movies, theme parks, television, and radio, not to mention items enjoyed by children and adults everywhere.
Corporation: DUPONT COMPANY
BRAND: TEFLON
In full E.I. du Pont de Nemours & Company, American corporation engaged primarily in bio-tech and the manufacture of chemicals and pharmaceuticals. DuPont is one of the world’s largest producers of chemicals and science-based products. And DuPont is responsible for developing innovative materials such as Teflon. Teflon is a brand name for a synthetic chemical called polytetrafluoroethylene (PTFE). Teflon is used to coat a variety of products like cookware because it’s waterproof, cuts down on friction, and creates a nonstick surface.
Product Marketing Management
Brand and its Components Week 8 Transitioning to Digital and How to Get Started
1. Name of the Brand Management Technique 1
Describe how the brand of your choice utilises Brand Management Technique 1.
BRANDED FEATURE:
LOUBOUTIN
Main Key features on their brand:
Red sole in most of their product line especially products catering to women. The red sole signifies luxury and quality that still remains feminine. Premium shoes; that is considered as a status symbol. The brand is associated with glamor fashion, style, prominence, and luxury.
In the shoe world colour red sole is synonymous to the brand Louboutin. Even if you don’t know the shoe once you see the red sole you know it’s their brand. The characteristic red sole sets the shoes apart from other shoe manufacturers. The crimson sole has become a trademark and will be permanently connected with the Louboutin brand identity.
The majority of Christian Louboutin’s clientele consists of rich individuals and celebrities because the brand's shoes start at around $500. The brand's primary product line is shoes, but in 2003 it added handbags and purses, and the first men's footwear collection debuted in 2011. The brand's most recent addition is nail polish, which debuted in July 2014. With this most recent addition, they hope to attract more customers who are less well-off because the nail paint costs $50.
Women of all ages who want to seem attractive and seductive and who want to lengthen their legs as much as possible make up the majority of the audience addressed by social media.
There are articles that says that the brand does not believe in advertising since owner believes it is unnecessary; instead, he relies on the characteristic red color of the soles to do the work for him, namely the product itself, which sells the shoes. Nonetheless, Christian Louboutin began employing minor advertising campaigns that imitate shoes as art in 2009. These advertising do not air on television, but rather in select editorial journals and department shops.
This is an excellent illustration of how large corporations recognize the significance of color. As in the case of Louboutin, he chose to litigate to defend his brand reputation. Branding colors may be so strong that only the color is required to identify the brand.
Product Marketing Management
Brand and its Components Week 8 Transitioning to Digital and How to Get Started
2. Name of the Brand Management Technique 2
Describe how the brand of your choice utilises Brand Management Technique 2.
BRAND PROGRAM:
DISNEY
Disney Utilizes Brand Program through Various Products and Services such as;
Studio entertainment (motion pictures, musical recordings, stage plays, etc.)
Media networks (cable, TV, and radio programs) Parks and resorts (Disneyland, Walt Disney World Resort, themed hotels, etc.) Consumer products and interactive media (magazines, comic books, video games, merchandise, etc.)
Disney has honed its brand experience so much over the years that it has become the standard for newcomers entering the area. Disney excels in designing brand experiences, from the narrative strategy used in its mascot emblem to the title sequences for its film and animation productions.
The studio from which the cartoon, animated film, or feature film is launched is the initial step in the creation of every Disney product. Although the studios are a trial ground for brands, it is not a touch point until it interacts with people in theaters, shops, and points of sale. The Walt Disney World theme park, sometimes known as Disney World, fills that role.
Disney World was established by Walt Disney to engage with the public and reach out to them in every way. That was the first brand experience concept that Disney put into practice. Disney has honed its technique over the years to the point where it has become a singular interaction strategy, with touch points developed for each of its flagship items and an emphasis on the senses rather than just the eye.
Take its main attraction, "AVENGERS," as an example. This action-packed series, which has been a box office success time and time again, doesn't end with the movie. The senses are attacked, and you are physically and mentally touched by visual themes, live characters, parades, and theme parks. That is how Disney World charms all of its visitors, young and old, from beginning to end.
You'll see that each business unit in Disney's business model has been strategically incorporated with the goal of expanding the number of channels through which the company can easily push its products and services to customers. From publications to organizations; media portals to media network channels; vacation destinations to theatrical productions; interactive digital media to consumer goods, etc.
Product Marketing Management
Brand and its Components Week 8 Transitioning to Digital and How to Get Started
3. Name of the Brand Management Technique 3
Describe how the brand of your choice utilises Brand Management Technique 3.
INGREDIENT BRAND:
TEFLON
The ingredient brand itself is synonymous with:
Coating on cookware Soil and stain repellent for fabrics and textile products Superior coating in harsh manufacturing environments and industrial products
Teflon is a pioneer in ingredient branding. In fact, before Intel's iconic Intel Inside branding narrative, this brand promoted the idea of ingredient branding. The story of Teflon is a classic and interesting story on Ingredient Branding.
Teflon itself cannot be purchased, but a variety of cookware and kitchen appliances may be found with its coating. Additionally, a Teflon-coated nonstick skillet has far more persuasive power than a generic nonstick pan. Currently, Teflon has a global brand recall rate of over 98%, making it a strong brand. The brand is practically a general term for applications requiring non-stickiness and anti- corrosive qualities. As a consumer we use this brand in the automobile, clothing and in our kitchens.
The growth of Teflon from a chemical compound to a powerful ingredient brand was not by chance but because of a very well executed branding strategy. Teflon's enormous success was first and foremost due to the product itself. DuPont has the patent for the substance Teflon. As a result, the brand is safeguarded against any danger from competitors. Competitors had to devise a strategy to either get around the patent or locate a replacement. Teflon alternatives exist, but this patent posed a significant barrier to entrance for would-be rivals.
The branding strategy adopted by Teflon was at three different levels.
The ingredient brand must persuade the buyer about the brand's promise and utility at the consumer level. At this stage, the ingredient brand must use multiple marketing initiatives to market itself to customers. At the manufacturer level, Teflon has to convince the other manufacturers to co-brand with itself in the promotions. They convinced about that teflon will bring more value if added to there product. And lastly, they reinforced Teflon image by being an expert in the field. At this level, the brand acts as endorser to the host brand where the consumer is assured that the host brand will perform better because of the presence of the ingredient brand.
Product Marketing Management
Brand and its Components Week 8 Transitioning to Digital and How to Get Started
