1 - What Are Brands Part 1COPY

8/3/2019 1 - What Are Brands Part 1COPY

http://slidepdf.com/reader/full/1-what-are-brands-part-1copy 1/25

5/3/12

SOME GROUND RULES

1. STARTING ON TIME!

2. NOT COMING LATE TOCLASS!

3. BRINGING YOUR OWN PAPER &PEN TO CLASS!

4. PARTICIPATING IN CLASS

DISCUSSIONS!

5. EXPECTING A QUIZ EVERY TIME!

6. DELIVERING ASSIGNMENTS ON

TIME!

7. ENHANCING THE LEARNING



5/3/12

1- What are Brands?

Part 12- What are Brands? Part

23 -Developing

& Managing4- Identity &Positioning;Brands &Branding5- Building &Sustaining

9- IdentityChange

10-Leveraging

corporate

brand

14- Brand

11- Brand

Extensions12- Casestudy

BRANDMANAGEMENT

6- Case study:

8 – How

brandsbecomeIcons

13- Multi-brand

Portfolios



Click to edit Master subtitle style5/3/12

What are brands?Part 1

BRAND MANAGEMENT [ELECTIVE]



5/3/12

The Birth of Branding

Concept of brandingdeveloped in the 19th

Century “to protect products from failure”, and from competition.

1880s: Campbell’s, Heinzand Quaker Oats developed

brand identities, “toreassure customers

and

be recognized!”



5/3/12

The Birth of Branding

Importance of brands has grownrapidly - overshadowed the product

they represent…

…If a product succeedsthe ‘brand’ getsrecognition, and if aproduct fails, the ‘brand’

gets the blame.

“ “

““



5/3/12

Branding in the 21stcentury

Branding, in the 21st century, hastransformed the process of

Marketing into one of “perception building”!

Consumers’ buying decisions are

based:much less on ‘the reality of the product [a brand]

represents’, and



5/3/12

Global brands…



5/3/12

Local Brands!



5/3/12

Branding in the 21stcentury

Brands are regarded as beingmore valuable thantheir physical assets!

“ “



5/3/12

REVIEWING BRAND SEMANTICS

Defining a Brand

American Marketing Association (AMA)definition:

“Name, term, sign, symbol ordesign, or a combination of them

intended to identify the goods

& services of one seller or a groupof sellers and to differentiate them from those of competition.”



5/3/12


A Promise..

A simplerdefinition:

“A brand is thesource of a

promise to the

consumer… apromise of benefits that

are relevant



5/3/12


Brand Personality

Brand personality refers toadjectives that describe thebrand (e.g. fun, kind, sexy, safe,sincere, sophisticated, cheerful,old fashioned, reliable,progressive etc.)



5/3/12


Brand Image

Brand image is the totality of perceptions resulting from

experience with andknowledge of the brand from a consumer’s

perspective.



5/3/12

§ Brand identity:combination of visual,

auditory & sensorycomponents that:§ Create recognition,§ Represent brand

promise,§ Provide

differentiation,

§ Create

§ Some define itas:

BRANDESSENCE +BRANDPROMISE +BRANDPERSONALITY +


Brand Identity



5/3/12

GILLETTE BRAND IDENTITY: ITS

LOGO

1993: The Gillette Company's CEO, Alfred

M. Zeien, realized the company had an

identity problem.

Because of the strong association of the

corporate brand with razors & blades, the

investing community was notgiving Gillette credit for the

strength and diversity of all of its

brands... Braun, Oral B, Liquid

Pa er and Waterman's Pens for



5/3/12


LOGO Gillette’s logo looked like this:

Al Zeien went to Clive Chajet's L&M forhelp.

Gillette already had a corporate logo,different from its razor-brand logo.

L&M concluded that it was simply too

weak, visually, and too weakly presented.



5/3/12


LOGO L&M designed a more assertive, forcefuland dynamic presentation of essentially thesame monogram "G" idea, locked to a

bolder type treatment of the formal "TheGillette Company" name, plus the additionof a descriptively aspiration tag line tomake the new mark's meaning completely

clear.

The best a man can get!



5/3/12


Brand Portfolio

§ Brand portfolio: a mix of brands &sub-brands owned by a company.P&G and Unilever have large

portfolios; GM manages Buick,Cadillac, Dodge etc.; Hallmark hasHallmark, Shoebox and Crayola;

Wall’s has...



5/3/12


Brand Associations

Brand associations areanything a consumer

associates with abrand in his or her mind:

organizational or

product related,

symbolic or

personified .



5/3/12


Brand Essence

Brand essence is the heart and soul of a brand – a brand’s

fundamental nature or quality.Usually it is stated in two tothree words e.g.

Nike: Authentic athletic

performance;Hallmark: Caring shared;

Starbuck’s: Rewarding

everyday moments.* Rare for brand essence and slogan/ tagline to be the same. Nike“ ”



5/3/12


Brand Mantra

Kevin Keller in hisbook Strategic BrandManagement refers toBrand Mantra which isa term that is close inmeaning to Brand

Essence.Brand Mantra is usually short,crisp, memorable and vivid inmeaning. Nike: AuthenticAthletic Footwear;

Bod Sho : Environment



5/3/12


Brand Positioning

Brand positioning is the

way a brand wants to be perceived, within a givencompetitive set, in the

consumer’s mind . It is a function of the brand’s

promise and how it compares

with other choices available.

BRANDESSENCE

BRANDPERSONALITTY



5/3/12


Brand Promise

“The simple truth aboutbranding: a brand is not an

icon, a slogan, or a missionstatement. It is a promise – apromise your company cankeep.”

Kristin Zhivago, Marketing consultant,

Editor “Marketing Technology” newsletter



5/3/12


Brand Promise

How can one create &deliver a ‘brand

promise’?



5/3/12

Developing & implementinga brand promise?

FIVE SIMPLE STEPS:

1. Find promises your customerswant you to keep;

2. Ensure it gives you competitiveadvantage;

3. Support it with products,

processes & people;4. Reflect it in every activity [every

action, corporate decision, customer

interaction];

Documents

1 - What Are Brands Part 1COPY