MUP Week8: Branding

1.What’s blanding?

I put a picture to clarify what's marketing, advertising, PR and branding.

As a picture, if you are doing branding well, you would not care about other 3 strategies.

I will explain the kind of branding with example.

2-1.Corporate branding

Dealing with conflict is "Don't have competitors".

Ex)xxx experts or xxx specialized

2-2.Product branding

Determine the right price

[Work shop]

grasping of actual condition : Hotel Luna is planning to provide a cup of coffee.

numerical fact ① : Results of depth survey for 100 people, If it's $5, everyone order it.

numerical fact ② : $15 is too much expensive.

numerical fact ③ : It takes $3 including personnel costs, purchase costs, etc.

Q: How much should Hotel Luna sell a cup of coffee?

2-３. Marketing branding

ex) $1 coffee from McDonald's VS $5 coffee from Starbucks

McDonald's is expanding its business by franchise operation, so they focus on for-profit.

On the other hand, Starbucks is a company-owned store so that they provide relaxed mood.

4.Sales branding

ex) Piano from Yamaha.

This is one of the famous audio company in Japan. They want to sell the piano; they did not advertise for piano. Instead, they opened piano class and give the experience to the potential customer. Running piano class, they can sell piano without PR moreover automatically customer think "I need a piano!" .