Branding

International Marketing 70-480, Session 2Lloyd Corder, Ph.D.

1. What Are Perceptions?2. What Are Brands?

Corder’s Questions

2. BrandingInternational Marketing 70-480Lloyd Corder, Ph.D.

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What ArePerceptions &How Do We

Measure Them?All our knowledge has its origins in our perceptions.

Leonardo DaVinci

2. BrandingInternational Marketing 70-480Lloyd Corder, Ph.D.

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The “Unmotivation” Series

“When you don’t care any more”

Session 1 Goals

Leader’s View of the World

2. BrandingInternational Marketing 70-480Lloyd Corder, Ph.D.

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Employees’ View of the World

2. BrandingInternational Marketing 70-480Lloyd Corder, Ph.D.

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Leaders Need to Change Employees’ Perception

2. BrandingInternational Marketing 70-480Lloyd Corder, Ph.D.

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What Do You See?

Old Woman

Young Woman

Bald EagleRat

Porcupine

2. BrandingInternational Marketing 70-480Lloyd Corder, Ph.D.

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Why Perceptions Matter

Sense

Select

Organize

Interpret

Stuff in the World

Behavior

2. BrandingInternational Marketing 70-480Lloyd Corder, Ph.D.

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Perceptions Defined● Generally, attitudes precede behavior● People are different from one another, even within the same

audience segment● The target audience is typically different from those individuals

trying to communicate to it● Goal: Uncover existing perceptions before communicating● Marketing research helps us understand perceptions-and which

marketing strategies and tactics will most likely influence behavior

We become what we think about.

2. BrandingInternational Marketing 70-480Lloyd Corder, Ph.D.

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What AreBrands?

All our knowledge has its origins in our perceptions.Leonardo DaVinci

2. BrandingInternational Marketing 70-480Lloyd Corder, Ph.D.

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Products vs. Brands● Whole grain oats (includes the

oat bran), marshmallows (sugar, modified corn syrup, dextrose, gelatin, calcium carbonate, artificial flavor, yellows 5 & 6, red 40, blue 1), sugar, corn syrup, wheat starch, salt, calcium carbonate, color added, trisodium, phosphate, zinc and iron (mineral nutrients), vitamin C (sodium ascorbate), …

● Carbonated water, high fructose, corn syrup and/or sucrose, caramel color, phosphoric acid, natural flavors, caffeine

2. BrandingInternational Marketing 70-480Lloyd Corder, Ph.D.

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Top 10 Brands (Really Strong Perceptions)

Eurobrand, 2011

2. BrandingInternational Marketing 70-480Lloyd Corder, Ph.D.

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What is a Brand?● A promise● Perceptual shortcut● Collections of feelings (hopefully positive) that shorten the buying

cycle● Can be built and reinforced with advertising● Can be measured in many ways (marketing research, sales,

packaging, etc.)● Traditionally about products (soap, cereal, etc.)● Now about lifestyle and deep desires (Nike)

A brand is the sum total of the perceptions people have about the product, service or company.

Marketing is a battle of perceptions, not products.

2. BrandingInternational Marketing 70-480Lloyd Corder, Ph.D.

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Branding Laws

● Law of Expansion: The power of a brand is inversely proportional to its scope. (Chevrolet, Harley-Davidson wine coolers)

● Law of Contraction: The brand becomes stronger when you narrow its focus. (Starbucks, Toys “R” Us)

● Law of Publicity: The birth of a brand is achieved with publicity, not advertising. (Microsoft, Intel, Dell, etc. first created in Wall Street Journal)

Al Ries and Laura Ries, 22 Immutable Laws of Branding

The more you focus your brand—and your research—generally the stronger it gets.

2. BrandingInternational Marketing 70-480Lloyd Corder, Ph.D.

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Case: Packaging Wars—Canned Food vs. Fresh Or Frozen

● Problem: Declining can sales (losing out to other packages—plastic, fresh, boxes, glass, etc.)

● Goal: Determine perceptions of canned food and create a marketing communications program to improve brand

● Summarized from multiple surveys and focus groups (5,000+ interviews)

● Target audience: Women, 25-54

Vs.

2. BrandingInternational Marketing 70-480Lloyd Corder, Ph.D.

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Women, 25-54: Home Décor Suggests Consumer Behavior

Showplace 6%● Loves a day at the spa● Experiments with food

trends● Typical dinner: rack of

lamb● Few tots around● Likes to entertain● Well used credit cards● College educated,

savvy working woman● In shape from head to

toe

Shipshape 34%● Craves simple meal

solutions, like pot roast with vegetables

● Stay-at-home mom

● Kids are pint-sized

● Channel surfs with children

● “Seven sisters” are her favorite subscriptions

● Eats five-a-day meals and uses the home gym

Rest Stop 24%● Buys complete

impromptu dinners at grocery store

● TV junkie● Web surfer● Bachelorette● Loves the great

outdoors● Workaholic

Chaos Central 15%● Likes easy-to-fix meals,

like spaghetti

● No time for pampering

● Life is a juggling act

● Likes to communicate via e-mail

● Spare cash is sparse

● Likely to work full-time

Dust Ball 20%● Loves newspaper food

section, especially for bargains

● Fashion tightwad● Retired penny-pincher● Empty-nester● Alma matter is her high

school

National survey, N=300

2. BrandingInternational Marketing 70-480Lloyd Corder, Ph.D.

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Lifestyle Habits: Women, 25-39● ½ think mom worked harder, better cook● ¾ work outside the home, 40+ hours per week● Think they cook “homemade” (turn on stove)● ½ rely on convenience foods, leftovers● 80% rely on takeout● ½ say children influence grocery shopping

National survey, N=300

2. BrandingInternational Marketing 70-480Lloyd Corder, Ph.D.

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1. Marketing research is a highly valuable tool with extensive applications.

2. Because marketing is a battle of perceptions, marketing research is often based on understanding and measuring perceptions.

3. Really strong perceptions are called a brand.4. BrandstormingTM is a great tool for quickly outlining research

topics.5. Most surveys follow a basic process (questionnaire, list,

fieldwork, analysis and results).

Corder’s Conclusions

2. BrandingInternational Marketing 70-480Lloyd Corder, Ph.D.

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1. Select a marketing research topic that you will complete this mini (start to finish, ending in a presentation of your findings)

2. Your topic should include primary research (you can also do secondary research, if helpful)

3. Can be either qualitative or quantitative (or both)4. Form teams of 6 or less for a single project5. 1 person teams are okay6. FOCUS your topic-you only have about 1 month to run it7. Prepare a 1-page write up of your research topic (plan)-include

objectives, methods, etc.

Assignment

2. BrandingInternational Marketing 70-480Lloyd Corder, Ph.D.

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2. BrandingInternational Marketing 70-480Lloyd Corder, Ph.D.

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