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7/31/2019 Session 18 3R v Model
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3R+V Model in effective Branding on International Arena
Module: Branding and Retailing in changing Economic Environment
Session 19: 3R+ V Model in effective Branding on International Arena
Everyone has heard of the 3 Rs of education: Reading, wRiting, and aRithmetic, but have you heard of
the 3 Rs of branding? They are Recognition, Reputation and Reaction.
Recognition: We want our products to be recognized. We want the hard work that goes into packaging our
products and services, the money we spend on advertising, and all the planning we do in marketing, to
benefit our brand, not the competitions. This is why logos are important. This is why we craft tag lines and
slogans. This is why Coke is so fussy about the exact shade and hue of red in their packaging. This is why
McDonalds is so aggressive about controlling the use of Mc____ wherever it can.
Reputation: In the end your branding is a suggestion that your company makes about its relevance and
meaning, and it is your customers, prospects and partners who get to decide what your brand truly means
to them. You can be well recognized, but if your reputation is bad the recognition can hurt you. On the
other hand, if your product is undistinguished from your competition, a well-recognized brand alone maynot be helping you as much as you think. How often have you sneezed, asked for a Kleenex, and been
handed a Puff? Did you notice the difference? Did you care? Recognition is naturally associated with
reputation, but the reputation is strongest when it encompasses a unique value or serves the needs of a
particular niche.
Reaction: This is where the money is made, or lost. You want your brand to provoke a positive reaction, to
get people to choose your product over the competitions. You want a reaction so positive and strong that
it can beat a sale price on a similar item or have a customer choose your service over another solution. But
a negative reaction can be brutal. Whether you are being ignored on the shelf, or actively boycotted, a
negative reaction cycle can be ruinous to your business.So how do you tune your branding to get the reaction you want? Well the magic wont happen if the
recognition and reputation arent right. You have to take Recognition beyond merely locating yourself in
an industry or slapping a logo on your business card. You have to approach Reputation in a mindful way
dont just let it happen, participate! Align your values with the expectation you set for your brand. Know
the boundaries of your message and the expectations you are setting with your brand promises. Be
prepared to walk your talk and fix it when you stumble. You are in the business of developing and
maintaining trust.
Here a few more Rs for you: Repetition, Reinforcement and Rigor: Consistent and attentive behavior,
clearly communicated value, and a track record of disciplined delivery will support the 3 Rs of Branding
and will get you seeing the Reactions the matter!
Source: http://davidscohen.wordpress.com/2008/02/25/the-3-rs-of-branding/
Prepared by Prof. Mohd Nazeer Ahmed, Faculty Member WLC College India, Hyderabad Page 1
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Business definition for Brand value: Brand value is the amount that a brand is worth in terms of income,
potential income, reputation, prestige and market value. Brands with a high value are regarded as
considerable assets to a company; so that when a company is sold a brand with a high value may be worth
more than any other consideration.
Consumers love brands because they offer an extra valuethat is, one in addition to the core product orservice. That value becomes the major motivation for consumers to buy or use the product.
How precisely is this value being added and incorporated into the brand? Advertising professionals say it is
advertising. Consumers love the advertisementso theyll love the brand.
Brands are not human-like and they do not have a life of their own outside the consumers mind. They are
instruments, simply means to achieve ends. Emotions cannot be glued to them. They arouse emotions
when they are perceived as a source of something beneficial. The positive emotions are direct outcomes
of these anticipations. Their various symbolizations (name, logo, font, emblem and so on) have little
impact on their own; their importance is mainly as identifiers of sources of already attributed and
anticipated benefits.
The act ofbranding has 10 different meanings, which translate into 10 different ways to create
instrumentality or usefulness beyond the tangible benefits of a product/service:
1. Creating a Conceived Linkage to a Tangible Benefit
Creating a conceived linkage between the brand name and other identifiers and a tangible benefit (a result
in the physical world or an experience). That benefit is provided by the product itself or any component of
the marketing mix.
2. Forming a Mental Context
A concept or an organizing principle that allows the consumer to connect unrelated facts by guiding intent
or by some other common factor. In these cases, the main benefit of the brand to its customers originates
in the mental context.
3. Directing an Experience
The branding here is the creation of an expectation that allows an experience richer than what theproduct alone can offer.
4. Creating a Means of Self-Presentation
Prepared by Prof. Mohd Nazeer Ahmed, Faculty Member WLC College India, Hyderabad Page 2
http://www.brandxpress.net/category/logo/http://www.brandxpress.net/category/logo/http://www.brandxpress.net/category/branding/http://www.brandxpress.net/category/branding/http://www.brandxpress.net/category/branding/http://www.brandxpress.net/category/branding/http://www.brandxpress.net/category/logo/7/31/2019 Session 18 3R v Model
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Branding creates a symbol with a meaning that is well known to everybody in a relevant group. It enables
the consumer to characterize himself and is used by him for inner communication, for interpersonal
communication and for public communication.
5. Creating a Means to Deliver a Message
The branding role in this approach is to create a symbol of another kind, its meaning widely known as well.
That kind of symbol enables the consumer to make a very specific statement and/or express a very
specific emotion.
6. Building a Social/Cultural Authority
The next branding approach is the creation of an authority that the consumers can use as a guide. That
guide helps them to understand whats happening around them and informs them which behavioral waysare normative, what will make them happier and so on.
7. Creating a Long Hand
The branding creates means for the consumer and empowering him or her to act for noble objectives and
high purposes that she cant achieve by herself.
8. Creating an Alter Ego
The brand is a way for the consumer to behave (at least on a fantasy level) in a manner he would like to
but doesnt dare, or isnt willing to pay the price for.
9. Building an Emotional Gym
Opting for our civilized and protected lifestyle, we compromise a lot of our possibilities as humans. We go
to the gym to prevent the degeneration of our bodies, which because of our lifestyles dont get to face the
challenges they are otherwise capable of confronting. Similarly, we watch movies to exercise emotional
skills that arent legitimate or acceptable in our lifestyles.
10. Facilitating Fantasies
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This branding approach helps the consumer to fantasize an alternative reality. Consumers fantasize about
irresistible sex appeal, omnipotence and dominance, importance, success, so on.
BEST GLOBAL BRANDSYear 2009 rankings
2009 Rank
2008 Rank
Brand
Country of Origin
Sector
2009 Brand Value ($m)
Change in Brand Value
1
1
United States
Beverages
68,734
3%
22
United StatesComputer Services60,2112%
33
Prepared by Prof. Mohd Nazeer Ahmed, Faculty Member WLC College India, Hyderabad Page 4
http://www.interbrand.com/best_global_brands.aspx?year=2009&type=desc&col=1&langid=1000http://www.interbrand.com/best_global_brands.aspx?year=2009&type=asc&col=2&langid=1000http://www.interbrand.com/best_global_brands.aspx?year=2009&type=asc&col=3&langid=1000http://www.interbrand.com/best_global_brands.aspx?year=2009&type=asc&col=4&langid=1000http://www.interbrand.com/best_global_brands.aspx?year=2009&type=asc&col=5&langid=1000http://www.interbrand.com/best_global_brands.aspx?year=2009&type=desc&col=6&langid=1000http://www.interbrand.com/best_global_brands.aspx?year=2009&type=asc&col=7&langid=1000http://www.interbrand.com/best_global_brands.aspx?year=2009&type=desc&col=1&langid=1000http://www.interbrand.com/best_global_brands.aspx?year=2009&type=asc&col=2&langid=1000http://www.interbrand.com/best_global_brands.aspx?year=2009&type=asc&col=3&langid=1000http://www.interbrand.com/best_global_brands.aspx?year=2009&type=asc&col=4&langid=1000http://www.interbrand.com/best_global_brands.aspx?year=2009&type=asc&col=5&langid=1000http://www.interbrand.com/best_global_brands.aspx?year=2009&type=desc&col=6&langid=1000http://www.interbrand.com/best_global_brands.aspx?year=2009&type=asc&col=7&langid=10007/31/2019 Session 18 3R v Model
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United StatesComputer Software56,647-4%
44
United StatesDiversified47,777
-10%
55
FinlandConsumer Electronics34,864
-3%
68
United StatesRestaurants32,2754%
710
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United StatesInternet Services31,98025%
86
JapanAutomotive31,330
-8%
97
United StatesComputer Hardware30,636
-2%
109
United StatesMedia28,447-3%
1112
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United StatesComputer Hardware24,0962%
1211
GermanyAutomotive23,867
-7%
1314
United StatesPersonal Care22,841
4%
1417
United StatesComputer Services22,0303%
1513
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GermanyAutomotive21,671-7%
1616
FranceLuxury21,120
-2%
1718
United StatesTobacco19,010
-11%
1820
JapanAutomotive17,803-7%
1921
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Republic of KoreaConsumer Electronics17,518-1%
2024
United StatesComputer Hardware15,433
12%
2122
SwedenApparel15,375
11%
2215
United StatesFinancial Services14,971-32%
2326
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United StatesBeverages13,7063%
2423
United StatesComputer Software13,699
-1%
2528
SwitzerlandBeverages13,317
2%
2629
United StatesSporting Goods13,1794%
2731
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GermanyComputer Software12,106-1%
2835
SwedenHome Furnishings12,004
10%
2925
JapanConsumer Electronics11,953
-12%
3033
United StatesAlcohol11,8333%
3130
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United StatesTransportation11,594-8%
3227
United KingdomFinancial Services10,510
-20%
3336
JapanComputer Hardware10,441
-4%
3439
United StatesFood10,4287%
3532
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United StatesComputer Hardware10,291-12%
3619
United StatesFinancial Services10,254
-49%
3737
United StatesFinancial Services9,550
-11%
3838
United StatesFinancial Services9,248-10%
3940
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JapanConsumer Electronics9,2105%
4044
CanadaMedia8,434
1%
4145
ItalyLuxury8,182
-1%
4243
NetherlandsDiversified8,121-2%
4358
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United StatesInternet Services7,85822%
4451
FrancePersonal Care7,748
3%
4547
United StatesComputer Services7,710
-3%
4646
United StatesInternet Services7,350-8%
4748
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GermanyDiversified7,308-8%
4856
United StatesFood7,244
9%
4949
United StatesAutomotive7,005
-11%
5062
SpainApparel6,78914%
5161
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United StatesFood6,73110%
5257
United StatesPersonal Care6,550
2%
5355
FranceFinancial Services6,525
-7%
5452
United StatesMedia6,523-9%
5553
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GermanyAutomotive6,484-8%
5659
United StatesComputer Hardware6,431
1%
5742
United StatesFinancial Services6,399
-26%
5863
SwitzerlandFood6,31913%
5960
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FranceLuxury6,040-5%
6066
FranceFood5,960
10%
6164
United StatesRestaurants5,722
3%
6270
GermanySporting Goods5,3976%
6373
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CanadaConsumer Electronics5,1387%
6465
United StatesInternet Services5,111
-7%
6567
GermanyAutomotive5,010
-7%
6668
United StatesDiversified5,004-5%
6769
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United StatesPersonal Care4,917-7%
6871
SwitzerlandLuxury4,609
-7%
6972
Republic of KoreaAutomotive4,604
-5%
7076
FranceLuxury4,5981%
7174
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United StatesPersonal Care4,404-5%
7241
SwitzerlandFinancial Services4,370
-50%
7350
United StatesAutomotive4,337
-43%
7475
GermanyAutomotive4,234-8%
7578
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JapanConsumer Electronics4,225-1%
7680
United StatesLuxury4,000
-5%
7779
SwitzerlandLuxury3,968
-6%
7877
United StatesApparel3,922-10%
7981
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United StatesRestaurants3,876-5%
8092
United StatesPersonal Care3,847
7%
8182
GermanyFinancial Services3,831
-5%
8283
FranceAlcohol3,754-5%
8384
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United KingdomEnergy3,716-5%
8489
United KingdomAlcohol3,698
3%
8588
United StatesConsumer Electronics3,563
-3%
8698
GermanyPersonal Care3,5575%
8791
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ItalyLuxury3,530-2%
8893
ItalyAutomotive3,527
0%
8994
ItalyLuxury3,303
-6%
9085
United StatesRestaurants3,263-16%
91New
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FranceFMCG3,235New
9297
NetherlandsEnergy3,228
-7%
93New
United StatesRestaurants3,223
New*
94100
United StatesFinancial Services3,170-5%
95New
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United StatesComputer Software3,161New
9690
JapanAutomotive3,158
-12%
97New
GermanySporting Goods3,154
New
98New
United KingdomLuxury3,095New*
99New
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United StatesLuxury3,094New*
100New
United StatesFMCG3,081
New
*indicates brands that did not appear in the previous year's top 100 ranking
Source: http://www.interbrand.com/best_global_brands.aspx?year=2009&langid=1000#