Describe the types of brand sponsorship

By my reckoning, brand is categorized in at least 21 different ways. So much for the single minded proposition! In no particular order:

Describe the types of brand sponsorship

Major brand strategy decisions involve brand positioning, brand name selection, brand sponsorship and brand development. Before going into the four branding decisions, also called brand strategy decisions, we should clarify what a brand actually is.

However, a brand should rather be understood as a set of perceptions a consumer has about the products of a particular firm. Therefore, all branding decisions focus on the consumer.

We will take a close look at each of these four branding decisions. Brand positioning can be done at any of three levels: At the lowest level, marketers can position a brand on product attributes. Marketing for a car brand may focus on attributes such as large engines, fancy colours and sportive design.

However, attributes are generally the least desirable level for brand positioning. The reason is that competitors can easily copy these attributes, taking away the uniqueness of the brand. Also, customers are not interested in attributes as such.

Rather, they are interested in what these attributes will do for them. That leads us to the next level: A brand can be better positioned on basis of a desirable benefit.

The car brand could go beyond the technical product attributes and promote the resulting benefits for the customer: Yet, the strongest brands go beyond product attributes and benefits.

Branding Decisions - 4 Brand Strategy Decisions

They are positioned on beliefs and values. Successful brands engage customers on a deep, emotional level. Examples include brands such as Mini and Aston Martin. Brand positioning lays the foundation for the three other branding decisions.

Describe the types of brand sponsorship

Therefore, brand positioning should also involve establishing a mission for the brand and a vision of what the brand should be and do. Brand Name Selection — Branding Decisions When talking about branding decisions, the brand name decision may be the most obvious one.

The name of the brand is maybe what you think of first when imagining a brand — it is the base of the brand. Therefore, the brand name selection belongs to the most important branding decisions.

However, it is also quite a difficult task. We have to start with a careful review of the product and its benefits, the target market and proposed marketing strategies.

A manufacturer has four brand sponsorship options. Describe what they are? - timberdesignmag.com Specialties

Having that in mind, we have to find a brand name matching these things. Naming a brand is part science, part art, and certainly a measure of instinct. Although finding the right name for a brand can be a challenging task, there are some guidelines to make it easier. Desirable qualities for a brand name include: The brand name indicates the benefit of using this product: It should be easy to pronounce, recognise, and remember.

Rolex and Bugatti are good examples. It should also be extendable. The brand name should translate easily into foreign languages.Sponsorships attempt to deliver more than a “drive by” impression.

Whereas much online activity is geared towards direct marketing, sponsorships add the element of brand marketing. Metrics such as CTR may be balanced with brand association, as sponsors seek to tap into the publisher’s goodwill and establish credibility in their target market.

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Gifts and giveaways are excellent brand activations that you can create a sponsorship package around, especially if you and your sponsor tie the giveaway into something experience-based, like a trip.

Online real estate marketplace Ten-X was a major sponsor at SXSW One of the most pervasive findings in sponsorship is that the best effects are achieved where there is a logical match between the sponsor and sponsoree, such as a sports brand sponsoring a sports event.

A manufacturer can launch its own brand (manufacturer's brand or national brand). It can sell to resellers who give the product a private brand (or store brand). It can market licensed brands, using names or symbols created by other manufacturers, names of celebrities, .

Sponsorship. Definition. Whereas much online activity is geared towards direct marketing, sponsorships add the element of brand marketing.

Metrics such as CTR may be balanced with brand association, as sponsors seek to tap into the publisher’s goodwill and establish credibility in their target market. Major brand strategy decisions involve brand positioning, brand name selection, brand sponsorship and brand development.

Before going into the four branding decisions, also called brand strategy decisions, we should clarify what a brand actually is.

A manufacturer has four brand sponsorship options. Describe what they are? - timberdesignmag.com Specialties