SALES AND MARKETING


NEW THINKING BRAND GOOD BRANDING IS VITAL IF YOU WANT TO


MAKE A BIG IMPACT WITH FEW RESOURCES – ALL YOU NEED IS YOUR IMAGINATION. SORCHA CORCORAN REPORTS


Until the Eighties the general thinking was


that brands were things bought in supermarkets, but high- profi le takeovers this side of the Atlantic changed all that, acc-ording to John Fanning, lecturer in branding and market- ing communications at the UCD Michael Smurfi t Graduate Business School. “Deals such as Nestlé buying Rowntree in 1988 alerted fi n-


ancial people to the fact that companies were prepared to pay well above the net asset value if the acquisition was seen to have a well-managed brand that could generate premium prices and had a reputation and loyal base of consumers,” he says. “Everything is a brand, whether you like it or not. T e defi ni-


tion of brand is: the sum total of impressions, opinions, attitudes and associations people have about anything. If you follow that, then the local shop is a brand because people have impressions about it in the same way they do about RTÉ or Persil washing powder. Universities now have to manage their brand images


20 OWNER MANAGER VOL 4 ISSUE 1 2011


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