04 Brand Architecture

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Text of 04 Brand Architecture

  • Brand ArchitectureThe Role of Branding and Corporate Identity.

  • What is a Brand?Visual, emotional, rational and cultural image that you associate with a company or product. When you think Nike, you might think of Michael Jordan or "Just Do It." When you think IBM, you might think "Big Blue." The fact that you remember the brand name and have positive associations with that brand makes your product selection easier and enhances the value and satisfaction you get from the product.

    While Brand X cola or even Pepsi-Cola may win blind taste tests over Coca Cola, the fact is that more people buy Coke than any other cola and, most importantly, they enjoy the experience of buying and drinking Coca Cola. The fond memories of childhood and refreshment that people have when they drink Coke is often more important than a little bit better cola taste. It is this emotional relationship with brands that make them so powerful.

  • Today..Examining how Brands are designed to competeSummary.

  • What makes up a Brand ID?A brand can instantly communicate a lot of information especially if you have had personal experiences related to the brand. A brand identity includes names, logos, brand associations, and brand personality. A good brand evokes a positive association. A positioning statement tells you, in a sentence, what business the company is in!

  • What makes up a Brand ID?Imagine you're in an elevator and you have 30 seconds to answer the question, "What business are you in?" Brand personality adds emotion, culture and myth to the brand identity In this case - by the use of a famous spokesperson (David Beckham), a character (Scooby-Doo), an animal (Dogs play ball) or an image (In this case the Addidas brand).

  • What makes up a Brand ID?Brand associations are the attributes that customers think of when they hear or see the brand name. McDonalds television commercials are a series of one brand association after another, starting with the yellow arches in the lower right corner of the screen and following with associations of Big Mac, Ronald McDonald, kids, Happy Meal, consistent food quality, etc. But have recently been changing in response to poor associations more about that later.

  • How do you determine Brand ID?A Brand has been called the most powerful idea in the commercial world, yet few companies consciously create a brand identity. Develop an unique visual identity that reflects what your company stands for, then pound that message home in every ad, in every news release, in communications with employees and in every sales call and media interview. By consistent repetition of the most persuasive selling messages, customers will think of you and buy from you when they are deciding on whether to buy from you or your competitor.

  • Whats in a brand..Brands use powerful tools to elicit emotional responsesColours and images are obvious, but what a brand creates is an attitude and this is the most important tool like Nikes current adverts (insert advert)Attitude is often associated with strong recognition and strong memory.. When you laugh, cry, get annoyed... oh that bloody annoying advert!U.K. Anti-Piracy Advert - Parody of this annoying trailer! Its all about experience!

  • Nike associating with competitive man vs. Woman idea!

  • Annoying Video!

  • Gimmicks work too!

  • Brand EngagementBrand engagement between a brand and its consumers/potential consumers is a key objective of a brand marketing effort.In general, the ways a brand connects to its consumer is via a range of "touchpoints, that is; a sequence or list of potential ways the brand makes contact with the individual. Examples include retail environments, advertising, word of mouth, online, and the product/service itself.

  • Famous Brands..

  • Lets Have a Look!Coke has invested in Diet Coke advertising as it hasnt sold as well.

  • McDonaldsProof that impressions last! McDonalds have had huge problems in terms of their brand and associated emotions and experiences. What else has happened? How have McDonalds reacted?

  • McDonaldsHealth/Quality of food, localised sourcing low fat/salt etc the predominant message in all recent ads..

  • McDonaldsStrategic relationships unpopular products, promoted by price.

  • What hasnt helpedPowerful influences.. Controlling societal attitudes.

  • Powerful..

  • Influencing..

  • But being powerful and ethical..

  • SkodaBouncing back and beginning to obtain a good reputation from old brand associations!

  • Famous Brands..Coca-Cola is the biggest global brand, worth $72.5billion Microsoft is the second largest global brand, worth $70.2billion IBM is the third biggest global brand, worth $53.2billion

  • Relationship Marketing..Companies are interested in having a solid customer base that prefer their products. They use their brand reputation to do this brand association. This is called relationship marketing and involves the creating, maintaining and enhancement of customer relationships for mutual benefit.

  • Lots of things influence us..ServiceQualityUser Experience Communication Maintenance Cost perceived valueReputation..Initial and repeat sales.Repeat sales, higher profits.Repeat Sales - feedback Larger customer base.Linked to service- feedbackGood rep, higher price.PEST considerations..Become better at giving customers what they want!Customer.. Company..

  • Designing your imageThe first thing to remember is that if your business already exists then so does your company image. The impression that you and your staff have left with customers, suppliers and employees has already created it for you. This image is both visual and non-visual. The first point of contact with your company - your reception, receptionist, your shop or how you answer the phone - can formulate an image of your company in a customer's mind. It's often the visual image that determines the first impression others have of the company. You can positively influence others through effective design of your logo how it is developed in branding, and how it is applied to packaging, advertising, brochures, newsletters, and stationery.

  • Designing your imageSuccessful enterprises manage their company image very closely and benefit from the impact of this positive image in many areas, such as recruitment and sales. You can use design to improve your business through the products and services you offer, and you can double its effectiveness by planning for and using design strategically. By thinking of the big design picture, rather than focussing on one single product or service, you can link together all of the parts of your company that benefit from design and create a powerful business response that is irresistible to your customers. Remember Apple last week fantastic lifestyle brand and coherent design strategy!

  • Designing your imageThe marketing of your new product/service must communicate its benefits to your target market and this inevitably leads back to the design of consistent communication materials. The benefits that you wish to draw attention to could be related to the image rather than the function of your product/service, and may rely heavily on the successful communication of your brand values.Lets have a look at some examples of how companies use literature to give you the right impression

  • Designing your imageA brand presents and represents the personality, values and culture of an organisation to all its audiences, both internal (its managers and staff) and external (its customers, suppliers and the public). A brand represents all of you, in the sense that it stands for what you do as a company, who you are, and the principles that you stand for. When people see your brand, they know what to expect from it - and from you as a company.

  • The Body ShopVery strong brand associated with specific and popular environmental and ethical considerations.Excellent brand associations, and even setup a charitable foundation based on the product implications.. Fair trade etc. http://www.thebodyshopfoundation.org/

  • The Body Shop..

  • Designing your image..You must be clear on what it is that you need to do to develop your company, so that it embodies these brand values. But remember that in the future, as your business changes, so will your brand. This process must then be managed properly. In the end, this is what will give your company the chance to compete, on the basis of what makes it special. You can use design to improve your business through the products and services you offer, and you can double its effectiveness by planning for and using design strategically.

  • IMC.. Integrated Marketing Communications.. During the 1980s companies began to see the need for better planning of promotion as more and more media developed:E.g.. Internet, large screen TV adverts other technological advances and ever diversifying literature.

  • IMC..They decided to begin a process called integrated marketing communications that involves co-ordinating the various promotional elements and other marketing activities that communicate with a firms customers.

  • IMC Definition..A concept of marketing communications planning that recognises the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines e.g.. General advertising, sales promotion and PR and combines them to provide clarity, consistency and maximum communications impact..

  • So what does that do then?Well by co-ordinating all the companies promotional activity you get a unified image, be it local or worldwide. Yo