IES Figueras IES Figueras PachecoPachecoAlicanteAlicante

BRANDINBRANDINGG

Rogelio García SantanaRogelio García Santana

YEE

1.-What is 1.-What is a brand?a brand?

Most Companies decide to Most Companies decide to brand their products or brand their products or

services by using a name, a services by using a name, a symbol or a design to symbol or a design to

identify it and differentiate identify it and differentiate it from the competitive set – it from the competitive set –

that is, rival brands.that is, rival brands.

Consumers can easily Consumers can easily recognize the brand and recognize the brand and

the brand values – what it the brand values – what it stands for.stands for.

A.- Common A.- Common brand values:brand values:

Brand values are the code by Brand values are the code by which the brand lives and which the brand lives and

operates.operates.They express how the brand They express how the brand

wants to be seen by its wants to be seen by its consumers.consumers.

Every brand has its own Every brand has its own values, but there are some values, but there are some

common brand values, which common brand values, which can be divided into subsets:can be divided into subsets:

I am yourcontemporary

I am yourcontemporary

I make youfeel good

I make youfeel good

I am goodfor you

I am goodfor you

Trust me

Trust me

CommonBrandvalues

CommonBrandvalues

Trust me:Trust me:

A brand may be respected because it shows A brand may be respected because it shows is knowledgeable about, or has a very good is knowledgeable about, or has a very good undestanding of, its area of espertise ( for undestanding of, its area of espertise ( for example, computing or finance) or its example, computing or finance) or its consumers. consumers.

Many quality national newspapers have a Many quality national newspapers have a strong heritage – they have built strong, strong heritage – they have built strong, lasting values over many years. They are lasting values over many years. They are trustworthy and dependable brands, often trustworthy and dependable brands, often with an international outlook – reporting with an international outlook – reporting news from other countries.news from other countries.

I am good for you:I am good for you: Customer satisfaction is key for brands that Customer satisfaction is key for brands that

offer values like great taste, low cos, value offer values like great taste, low cos, value for money or good quality.for money or good quality.

Brands speak about flexibility, simplicity and Brands speak about flexibility, simplicity and practicaly.practicaly.

Being easy to use is a positive value.Being easy to use is a positive value. Some brands focus on a healthy lifestyle and Some brands focus on a healthy lifestyle and

are nutritional, freesh and naturalare nutritional, freesh and natural Some brans show they are caring and want to Some brans show they are caring and want to

look after their consumers.look after their consumers. A good example is the toy retailer Toys “R” A good example is the toy retailer Toys “R”

Us, which includes educational as one of its Us, which includes educational as one of its values.values.

I make you feel good:I make you feel good:Companies can use experiences and qualities Companies can use experiences and qualities

as brand values:as brand values: Discovery: the brand helps you discover or find out Discovery: the brand helps you discover or find out

about things.about things. Pleasure: the brand gives you an enjoyable Pleasure: the brand gives you an enjoyable

experience.experience. Passionate: the consumer and the brand share the Passionate: the consumer and the brand share the

same passions or strong feelings.same passions or strong feelings. Inspirational: the brand can inspire the consumer to Inspirational: the brand can inspire the consumer to

think about new things.think about new things. Vibrant or fun: the brand offers amusing experiences.Vibrant or fun: the brand offers amusing experiences. Active or dynamic: the brand is enthusiastic and has Active or dynamic: the brand is enthusiastic and has

a lot of energy.a lot of energy. Luxury: The brand promises high levels of comfort Luxury: The brand promises high levels of comfort

and beauty at a high price. and beauty at a high price.

I am your contemporary:I am your contemporary:

Brands often mirror their consumers Brands often mirror their consumers values with their own.values with their own.

Young and modern brands will list in Young and modern brands will list in their brand values qualities like their brand values qualities like modern, innovative, creative and modern, innovative, creative and technological.technological.

More traditional brands will give More traditional brands will give their values as classic, heritage, their values as classic, heritage, authentic and original.authentic and original.

Describing brand Describing brand values:values:

Describing brand valuesDescribing brand values1.- Example: 1.- Example: Use a dictionary to check Use a dictionary to check

their meanings and find rekated adjetives and nouns.their meanings and find rekated adjetives and nouns.

AdjetiveAdjetive NounNoun AdjetiveAdjetive NounNoun

OriginalOriginal VibrantVibrant

DependableDependable InspirationaInspirationall

HonestHonest PassionatePassionate

FairFair FunFun

DiverseDiverse PleasurablePleasurable

InclusiveInclusive ModernModern

LuxuryLuxury InnovativeInnovative

ActiveActive ClassicClassic

DynamicDynamic AuthenticAuthentic

AdjetiveAdjetive NounNoun AdjetiveAdjetive NounNoun

OriginalOriginal VibrantVibrant

DependableDependable InspirationaInspirationall

HonestHonest PassionatePassionate

FairFair FunFun

DiverseDiverse PleasurablePleasurable

InclusiveInclusive ModernModern

LuxuryLuxury InnovativeInnovative

ActiveActive ClassicClassic

DynamicDynamic AuthenticAuthentic

A brand name is the name A brand name is the name given to a product or a given to a product or a

range of products – goods range of products – goods of a similar type that are of a similar type that are

marketed together.marketed together.

This may be the same name This may be the same name as the company ( for as the company ( for

example, Coca-Cola) or it example, Coca-Cola) or it may be a different may be a different

name( for example, Apple is name( for example, Apple is iPod).iPod).

The trademark is the legal The trademark is the legal protection for the brand, its protection for the brand, its logo and its brand name.logo and its brand name.

OAMIOAMI Alicante Alicante

B.- LOGOS:B.- LOGOS:

The best corporate logo The best corporate logo design or company logo design or company logo

design is simple (not design is simple (not complicated) and complicated) and

memorable (easy to memorable (easy to remember). An eye-remember). An eye-

catching, or attractive and catching, or attractive and noticeable, image will be noticeable, image will be

remembered and remembered and recognized regardless of recognized regardless of

size.size.

Types of logoTypes of logo

DescriptiveDescriptive AbstractAbstract TypographicTypographicA descriptive A descriptive design uses an design uses an image to depict, image to depict, or represent, or represent, the company is the company is name or name or business. The business. The Batman logo is Batman logo is a good example a good example of a descriptive of a descriptive desing.desing.

An Abstract An Abstract design is a design is a symbolic symbolic representation representation and doesn´t and doesn´t show a product show a product or service. The or service. The Nike Swoosh is Nike Swoosh is a good example.a good example.

A typographic A typographic design uses the design uses the companys name companys name or initials. This or initials. This kind of design is kind of design is also called a also called a logotype. Good logotype. Good examples are examples are the Ford Motor the Ford Motor Company or the Company or the Golden Arches Golden Arches of McDonaldsof McDonalds

Logo design include:Logo design include:Name of companyName of company

Company activityCompany activity

Current symbolCurrent symbol

Tagline/ sloganTagline/ slogan

Client requestClient request

Client preferences: Client preferences: colourscolours

Client preferences: Client preferences: shapesshapes

Main competitorsMain competitors

Logo usageLogo usage

Typeface:Typeface: The typeface is the design og the letters The typeface is the design og the letters

used.used. A typeface may have a number of fonts A typeface may have a number of fonts

with different weights and styles, such as with different weights and styles, such as roman, italic and bold.roman, italic and bold.

Times and Helvetica are names of pupular Times and Helvetica are names of pupular typefaces, and Times Roman.typefaces, and Times Roman.

The font can be a serif type or sans type.The font can be a serif type or sans type. A serif is a small line that gives a A serif is a small line that gives a

decorative finish to the main lines of a decorative finish to the main lines of a letter.letter.

2.- Are the logos below 2.- Are the logos below descriptivedescriptive, , abstractabstract or or typographictypographic designs? designs?

3.- Remplace the underlinedwords and 3.- Remplace the underlinedwords and expressions with alternative words and expressions with alternative words and

expressions.expressions. This logo is very This logo is very attractive and attractive and

noticeablenoticeable The yahoo! Logo isThe yahoo! Logo is a logotype a logotype Last year we Last year we started to usestarted to use a new logo. a new logo. The logo for de olimpyc Games is The logo for de olimpyc Games is very

colourful. We need a new logo that is easy to

remember. Our new logo needs to be different from

the others. The Olimpic logo has lots of lines that are

not straight. The Apple logo is not complicated. We want the new logo to represent the

company name.

multicolouremulticolouredd

eye-catchingeye-catching

distinctive

depict

curved

typographictypographic

simple

memorable

adoptedadopted

Logos ActivitiesLogos Activities GUESS THE LOGO

2.-2.-Branding 1Branding 1

A brand manager is A brand manager is responsible for branding – responsible for branding – creating, maintaining and creating, maintaining and

building a brand. He or she building a brand. He or she works on all aspects of the works on all aspects of the

brand:brand:

BRANDVISION

BRANDPROMISE

BRANDESSENCE

BRANDIMAGE

BRANDING

The brand imageThe brand image

How the consumers How the consumers see the brand: the see the brand: the

values they values they associate with it.associate with it.

The brand The brand essenceessence

One core concept which One core concept which defines the brand. It is defines the brand. It is normally expressed in a normally expressed in a short phrase or just one short phrase or just one word. A good example word. A good example

is “Volvo equals safety”.is “Volvo equals safety”.

The brand The brand promisepromise

The explicit promise the The explicit promise the organization makes to its organization makes to its

target audiences, target audiences, including employees, including employees,

about the quality and use about the quality and use of the brand.of the brand.

The brand visionThe brand visionThe brand vision The brand vision

communicates where the communicates where the brand is and where the brand is and where the brand can go. It talks brand can go. It talks about the values the about the values the

brand has the values it brand has the values it will need in the future, as will need in the future, as the communication tools the communication tools needed to achieve this.needed to achieve this.

4.- Read what the brand manager says 4.- Read what the brand manager says about the brand and identify whether she is about the brand and identify whether she is

talking about the brand image, essence, talking about the brand image, essence, promise or vision.promise or vision.

1.-It's fine contemporary chocolate.1.-It's fine contemporary chocolate.

2.-When the consumers buy our chocolate they are 2.-When the consumers buy our chocolate they are making a statement about how much they enjoy the making a statement about how much they enjoy the finer things in life. It's about treating yourself to a finer things in life. It's about treating yourself to a moment of indulgence. You can share the chocolate moment of indulgence. You can share the chocolate with someone close. It's about pleasure.with someone close. It's about pleasure.

3.-3.-It's luxury, sure, but its also really trendy and It's luxury, sure, but its also really trendy and modern. In a recent survey consumers said our modern. In a recent survey consumers said our chocolate was 'upmarket', 'classy' and 'distinctive'.chocolate was 'upmarket', 'classy' and 'distinctive'.

4.-Chocolate in general is considered to be bad for 4.-Chocolate in general is considered to be bad for your health and body. We need to convince our your health and body. We need to convince our consumers that it can also be good. It's full of consumers that it can also be good. It's full of magnesium and it's nearly 80% pure cocoa content.magnesium and it's nearly 80% pure cocoa content. It's a luxury product, so we will work on packaging It's a luxury product, so we will work on packaging and maybe do some artistic colour ads in glossy and maybe do some artistic colour ads in glossy magazines, such as Vogue.magazines, such as Vogue.

3.-Word 3.-Word combinatiocombinatio

ns with ns with “brand”“brand”

COBRANDING

FLAGSHIP

BRAND

NOBRAND

BRANDLEADER

OWNBRAND

ECONOMY BRAND

PREMIUMBRAND

BRAND

A premium brandA premium brand

A High quality brand, A High quality brand, more expensive than more expensive than

its competitorsits competitors

An economy An economy brandbrand

A brand that is cheaper A brand that is cheaper than its competitorsthan its competitors

An own brandAn own brand

A brand that is made A brand that is made exclusively for the exclusively for the

retailer that sells it; retailer that sells it; also known as an own-also known as an own-label brand or a private label brand or a private

label brandlabel brand

A brand leaderA brand leader

The best-selling brand The best-selling brand in a particular marketin a particular market

A no brandA no brand

A product that doesn´t A product that doesn´t have a brand have a brand

associated with it; also associated with it; also known as a generic known as a generic

brandbrand

The flagship The flagship brandbrand

The brand for which a The brand for which a business is best known, business is best known, and which represents and which represents

its image most its image most appropriatelyappropriately

Co-brandingCo-branding

Two brands working Two brands working together to create a together to create a new product – for new product – for

example, Intel example, Intel Corporation and Apple Corporation and Apple

Computers Inc.Computers Inc.

5.- Complete the 5.- Complete the crosswordcrossword

Across

2 To make your brand different from other brands (13)3 This type of brand is produced for and sold in supermarkets: ……-label. (3)5 A …… brand is also known as a no brand. (7)6 A well-known product that best represents the brand. (8)8 A set of products grouped under the same brand. (5)9 A type of brand that is less expensive than some similar products. (7)

Down

1 Using a name, symbol, logo or design to identify a product. (8)4 This type of brand is luxurious and more expensive than some similar products.(7)7 The best-selling brand in a product category is the brand …….. (6)

Complete the crosswordComplete the crossword

Branding 2Branding 2

Brandstrategy

MoreCombinations

With brand

Brandmanagement

Brand Platform

Branding 2

Brand platformBrand platform

The brand platform Consists of….

The brand Vision

The brandPersonality

( the human characteristicsassociated with

the brand)

The brandMission

(how to takeaction on thebrand vision )

The brandTone of voice( the languagethe brand usesto convey its

values: serious,humorous, etc.)

The brandValues

Brand Brand magnagementmagnagementBrand Management, the application of Brand Management, the application of marketing techniques to a brand, was marketing techniques to a brand, was

first used by Proctor and Gamble in the first used by Proctor and Gamble in the 1930s. The brand strategy (see C 1930s. The brand strategy (see C

below) shows how the brand will meet below) shows how the brand will meet its objectives. It influences the overall its objectives. It influences the overall

business strategy of a company to business strategy of a company to ensure consistent brand behaviour, ensure consistent brand behaviour,

meaning what the brand does and how meaning what the brand does and how it acts in all advertising media, and it acts in all advertising media, and consistent brand experience –the consistent brand experience –the

exposure and interaction a consumer exposure and interaction a consumer has with the brand. Total branding has with the brand. Total branding refers to a consistent approach to refers to a consistent approach to

brand behaviour and brand experiences brand behaviour and brand experiences across all possible touchpoints –across all possible touchpoints –

wherever the consumer has a brand wherever the consumer has a brand experience: TV, out-of-home, at a experience: TV, out-of-home, at a

friend’s house, etc.friend’s house, etc.

Brand strategyBrand strategyA marketing manager writes A marketing manager writes

an email about brand an email about brand strategy to his contact in a strategy to his contact in a communications agency.communications agency.

More word combinations More word combinations with “brand”with “brand”

Using Using brand leveragebrand leverage: : Using the power of a brand Using the power of a brand name or part of a brand identity (colour, similar name, name or part of a brand identity (colour, similar name, typeface, etc.) to build or launch another brand.typeface, etc.) to build or launch another brand.

Maintaining Maintaining brand equitybrand equity: : Protecting the value of Protecting the value of the brand namethe brand name

Building Building brand preferencebrand preference: : Increasing the Increasing the number of consumers who prefer the brand over anothernumber of consumers who prefer the brand over another

Building Building brand loyaltybrand loyalty: : Making sure your Making sure your consumers want to buy your brand again and again (also consumers want to buy your brand again and again (also known as increasing brand retention)known as increasing brand retention)

Building Building brand awarenessbrand awareness: : Increasing the Increasing the number of consumers who know about your brandnumber of consumers who know about your brand

Building Building brand considerationbrand consideration: : Increasing the Increasing the number of consumers who consider buying your brandnumber of consumers who consider buying your brand

6.- Read the notes during a 6.- Read the notes during a brainstorming on an online brainstorming on an online

supermarket`s brand platform, and say supermarket`s brand platform, and say wich part of the brand platform they wich part of the brand platform they

refer to.refer to.

FriendlyFriendly

EfficientEfficient

CarefulCareful

CheapCheap

Good Good qualityquality

ReliableReliable

Amusing Amusing online adsonline ads

Modern Modern website website designdesign

Bright Bright colours( funcolours( funky, youthful ky, youthful look)look)

Build Build consideraticonsideration by direct on by direct emailing emailing campaingcampaing

Develop Develop retention retention with special with special offersoffers

7.- Match the examples (1-4) with the summaries (a–d).

1 Apple invented the iPod. They started to market it.2 After a successful launch, Google got more and more market share.3 Coca-Cola created new products (Diet Coke, BlaK, etc.) using the same brand.4 Beaner’s coffee changed the company name to Biggby Coffee at the beginning of 2008. The new name appears on signs and marketing material.

a They rebranded.b The brand became established.c They launched the brand.d They stretched the brand.

8.- Decide if the sentences below are true or false, and correct the false sentences.

1 An advertising campaign is an example of brand values.

2 The brand strategy is a statement of the human characteristics of a brand.

3 Cinema advertising, packaging and website design are all examples of touchpoints.

4 You stretch a brand when you start communicating in a new advertising channel.

5 A brand that uses the same style in all its communications is doing total branding.

6 Brand management, brand vision and brand personality are all part of the brand platform.

Consumers know about the product 1

Consumers think about buying the product 2

Consumers like the product more than other products 3

Consumers always buy the product 4

9.- Label the sections of the purchase funnel9.- Label the sections of the purchase funnel

10.- OVER TO YOU:10.- OVER TO YOU:

Think about your favourite Think about your favourite brand.brand.

Prepare a presentation of Prepare a presentation of its brand image.its brand image.

Use information from the Use information from the company´s website.company´s website.