UCE Business School
Learning Outcomes By the end of the session, students will
be able to list 5 benefits of branding describe why branding works better than
non-branding list 5 examples of how different brands
communicate different dimensions describe with examples how the perception
of a corporate brand varies dependent upon the stakeholder — product brand,employer brand etc.
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Stakeholder Communications
identify stakeholders
identify needs and satisfaction
identify current communication methods
prioritise and set objectives
build a consistent message
implement
control and evaluate
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Identification of Stakeholders
External Stakeholders shareholders and Financial Stakeholders customers distribution channels pressure groups media
Internal Stakeholders staff management
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Stakeholder Satisfactionand Attitudes
If a stakeholder's needs are being met, they will be satisfied and have a positive attitude
If a stakeholder’s needs are not being
met, they will be unhappy and have a negative attitude
NB: Communication Needs only
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our offer? physical attributes? price? psychological attributes? channel
competitor offer? physical attributes? price? psychological attributes?? channel
The Offer: the Customer’s Perspective on Buying
£30
£70
£60
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What the Customer Perceives: The Brand
The totality of what the consumer takes into consideration before making a
purchase decision(Picton & Broderick 2001)
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Perceiving More Than Just the Product …
Levi’s Jeans
Product
Brand
Five pocket western heavyweight denim jeans
The original and definitive jeans. The embodiment of jeans values (freedom,
individuality, rebellion, sex,masculinity, originality and youth).
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Basic Definition
A Brand is defines as a name, logo or symbol that distinguishes a product from other products or commodities,
and which is protectable in lawthrough intellectual property rights
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Brand = Brand Image
• Brand Image is defined as
“the perception of the brand held by the market”
• NB– brands do not exist in isolation– the perception depends on the audience
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Exercise #1
How do you view the following ‘brands’ as a customer and as a prospective employee? Virgin Rail or Central Trains UCE Unilever
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Dimensions of Brand Perceptions
Brand dimensions comprise connative (physical functionality)
(size, colour, etc. of Dyson) cognitive (logical)
(cyclone vortex) affective (emotional)
(trustworthiness of the Dyson brand)
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What We Perceive
Basic Brand
Augmented Brand
CoreBenefit
Brand Potential
Much Markoms communicates information on attributes and benefits. This creates awareness and reinforces/change attitudes
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The Company Perspectiveof The Brand
The totality of what the consumer takes into consideration before making a
purchase decision(Picton & Broderick 2001)
The totality of what a distribution channel takes into account when considering stocking our brand
The totality of what a potential shareholder takes into account before investing in a company
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Benefits of Brandingto the Company
Benefits include asset value
(brand financial value, brand equity) higher profit margins protectable competitive advantage resilience in a recession facilitates experiential, vicarious and
cognitive learning
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Benefits of Brandingto the Customer
Benefits include reduces the “misery of choice” facilitates routine buying
(key part of packaging) useful when cognitive buying
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Brand Strategy
• Brand Strategy is defined as
“to differentiate products and companies and to build economic value for both the consumer and owner”
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Branding Strategy Options
Branding Strategy Options include Corporate Branding Sony Family Branding Kelloggs Rice
Krispies Product Line Branding Gillette, Heinz Individual Branding Unilever, P&G Own Label Tesco
aka Private Label Component Branding Intel
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Successful Brands
Have superior physical attributes/benefits
Have superior psychological attributes/benefits
Are perceived as different from the competition
Have frequent and positive media coverage
Match the perceptual Field of the Target Audience(s)
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Our Aims: Brand Equity andBrand Financial Value
• Brand Equity is defined as
“the value of the brand’s name, symbols, associations and reputations to all target audiences who interact with it”
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Our Aims: Brand Equity andBrand Financial Value
• Brand Financial Value is defined as
“the financial expression of brand equity”
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Building Brand Imageand Brand Values
Brand Identity
Brand Personality
Brand Image
Brand Values
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Brand Personality
• Brand Personality is defined as
“the fundamental essence of the brand”
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Brand Identity
• Brand Identity is defined as
“the message cues used to convey the brand personality to create the brand image”
• Marketing and Markoms can thus be thought of as the process of building Brand Identity
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What We Want to Create:Brand Values
• Brand Values are defined as
“the meaning or meanings that brand generates in the minds of its target audiences”
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Message Cues
Anything and everything communicates through Intended and Unintended Message Cues intended corporate ID, adverts unintended fat cat salaries
Must have integrated communications strategy integrated message
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‘On Brand’
It is vital for all communications to be consistent and communicate ‘shared meaning’ to each stakeholder group
The message should be consistent across as many stakeholders as possible
i.e. all messages must be ‘On Brand’
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Successful brands communicate consistent messages based on Core Message Themes which communicate to all stakeholders to all customers in a particular geographic
region (regiocentric) or on a global basis (global or geocentric
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Elements of a Good Message “Good” messages
are consistent have impact and gain attention demonstrate how the brand is different remind or persuade are of practical value and relevant to the
perceiver use the same imagery and vocabulary as
that used by the perceiver (match their perceptual field)
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positioningstrategy
creativestrategy
Markoms Branding Process
Message Themesquality, valuehelpfulness
exciting, cooletc.
appeals &executions
interpretationlanguage, visuals andsounds to enter intothe perceptual field
of the target audience
etc.
brand personalityapproach
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How Does a Brand Communicate?
Corporate Identity logo, colours, fonts, signage etc.
Communications letters, web pages, adverts
Behaviour sales staff, customer service staff etc. the product, the directors etc. (unintended
and usually no control by marketing communications department)
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Remember …
Different stakeholders have different perceptions of a brand making different interpretations (meanings) of an action
For example, 500 redundancies … … is perceived as bad news by employees
and the local community … is perceived as good news by
shareholders and city analysts
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The Different ‘Brands’
CorporateBrand
ProductBrand
InvestorBrand
ChannelBrand
EmployerBrand
Internal CommunicationsStrategy
Pull Strategy
Push Strategy
Profile Strategy
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Some Final Thoughts
Many people, especially young people are switching away from high visibility status brands (Melanie Klein No Logo)
2003 fashions will have much smaller and more discreet brand labels
Love them or hate them, brands have been around for over 2000 years and are here to stay
UCE Business School
Learning Outcomes By the end of the session, students will
be able to list 5 benefits of branding describe why branding works better than
non-branding list 5 examples of how different brands
communicate different dimensions describe with examples how the perception
of a corporate brand varies dependent upon the stakeholder — product brand,employer brand etc.