A.Kwanta SirivajjanangkulAlbert Laurence School of Communication Arts

Department of Advertising2014

* Defining a brand

* Types of Brands

* The purpose of branding

* Developing and managing brand identity

* Brand strategy and management

Defining a brand

AD3118 for 2/2014 by A. Kwanta S.

* Walter Landor, a pioneer of branding, famously said, “Products are made in the factory, but brands are created in the

mind”.

* Adamson defines a brand as, “ something that exists in your head. It is an image or a feeling. It is based on associations

that get stirred up when a brand’s name is mentioned” (2007).

* The values, messages, and ideas that underpin a brand will be expressed through:

1. The brand name and logo

2. The product

3. Packaging and display

4. The environment in which it is sold

5. Advertising and promotion

6. Company reputation and behavior

* Brands exist at every level of the fashion industry.

* There are branded fibers, branded textiles, sport brands, designer brands such as Armani or Donna Karan, luxury brands like Louis Vuitton or Hermes, iconic couture brands like Dior, fashion retail brands, and even department stores that have achieved brand status.

The Purpose of Branding

AD3118 for 2/2014 by A. Kwanta S.

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* tap into values and beliefs

* create connection

* generate emotional response

* provide reassurance

* ensure consistency

* build loyalty

* add value and charge premium

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*Brand Identity

* brand identity is controlled from within an organization and should relate to how the company wishes consumers to perceive and engage with the brand.

* people use brands, and fashion in particular, to make statements about themselves – the meaning and associations consumers have with brands, how they feel, how they want to be seen, and how they wish to be perceived by others.

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*Brand Identity* the brand identity will be built up using the

following:

* the logo

* the product and services

* packaging

* retail environment

* windows and visual merchandising

* promotion, advertising, and PR

* Website

* the consumers will interpret all of a brand’s signifiers and form their own impression of the identity.

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*Brand Image

* the image of a brand will differ depending on whether it is formed by a brand-user or non-user or someone who has a business association with the brand such as a supplier or stakeholder.

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*Brand Identity & Image

* there is a strong correlation between brand and consumer identity. Consumers are likely to connect with brands that affirm their personal viewpoint and ideals.

* marketers need to ensure that brand identity and brand image are closely match. A large gap between identity and image can result in catastrophic problems of a brand.

*

Brand Identity and Image

Consumer identity

Logo+products+packaging+display+promotion+website

there is a strong correlation between brand and consumer identity. Consumers are likely to connect

with brands that affirm their personal

viewpoint and ideals. Brand image

Brand Identity

Consumers will use external expressions of the brand to form their own perception

and opinion of the brand. This is knows

as brand image.

Brand identity is controlled internally from within a company. It is reflected externally through every

outward expression of the brand. Each aspect of the

brand must be consistent in order to build a strong and

coherent brand

Developing and managing brand

identity

AD3118 for 2/2014 by A. Kwanta S.

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*Brand Management: to develop and manage the brand, or how to create differences for the brand, also how to manage consumer perception towards product, services or company.

* Brand Equity : brand asset

* 3 keys to develop and mange Brand Identity

1. Brand essence

2. Brand values

3. Brand personality

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1.Brand essence: * a brand essence describes the essential nature or

core of a brand. It could be described as the brand’s heart, spirit, or soul.

* closely to allied to the brand essence is the brand proposition, which is a succinct expression of what the brand intends to offer or promise to the customers.

* mostly, essence and proposition explain the reasons behind the brand and clarifies the motivation for the business.

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2.Brand values: * Brand values build upon and expand the central

theme of the brand essence.

* They are the core values that set the code by which a brand organization operates.

* The values should inform all aspects of how the company runs its business, designs, and develop its products, delivers its services, and markets and promote its brand.

* Consumers are more likely to engage with a brand when they respect or connect with its values.

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3.Brand personality: * Brand personality works on the premise that brands can

have personalities in much the same way as people.

* Professor Kotler, when describing the differences between the computer brands IBM and Apple,* Apple – 20S, IBM – 60S

* When related to fashion, it is all easy to say that a brand is fashionable, stylish, modern or luxurious. But do those characteristics really capture the flavor of its personality or distinguish the brand clearly from any other.

* The Vivienne Westwood label could be described as British fashion with a twist, so could that of Paul Smith??

* Vivienne Westwood – anarchic, irreverent, a little subversive

* Paul Smith – British style with quirky elements of unexpected

Brand Strategy and management

AD3118 for 2/2014 by A. Kwanta S.

Brand extension and stretching

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