Branding Brand A brand is a name term

Branding

Brand • A brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors • It can convey up to six levels of meaning: Attributes (e. g. , KFC; Microsoft) Benefits (e. g. , Volvo; BMW) Values (e. g. , The Body Shop; Nokia) Culture (e. g. , Ikea; Coca Cola; Citibank) Personality (e. g. , Armani; Versace) User (e. g. , Reebok; Nike)

Brand Leadership Organizational Structure And Processes Brand Architecture • Brand/subbrands/endorsed brands • Roles of brands/subbrands • Responsibility for brand Strategy • Management processes Brand Leadership Brand-Building Programs • Accessing multiple media • Achieving brilliance • Integrating the communication • Measuring the results Brand Identity/Position • Aspirational Image • Positioning of the brand

P&G Businesses and Brands

The Driving Idea u u A central concept or program around which a set of coordinated brand-building programs can be developed In many case, the driving idea is inspired by the consumer sweet spot – – u Coca Cola (Patriotism and the enjoyment of celebrations) Harley-Davidson (Feeling free and macho) Maggi (Cooking with fun for family and friends) Starbucks (Functional and social enjoyment of the daily coffeebreak) Also can come from the brand side of the model – Product – Position – Brand personality

How Saturn Built A Brand u The Mission: A World-Class Product – The driving concept was to create a world-class compact car that could match or exceed such Japanese imports as the Honda Civic and the Toyota Corolla in quality u The Team Approach: “A Different Kind of Company” – A new company was formed and given the freedom to create not only a product but a whole new organization u Creating Perceptions by Selling the Company, Not the Car – The solution was to sell the company—its values and culture, its employees, and its customers—rather than the car

How Saturn Built A Brand (Cont’d) u Creating A Relationship between Saturn and the Customer – Saturn might be personalized as young, genuine, honest, friendly, and down-to-earth, and as someone who cares about individuals and treats them with respect ad as a friend – A sense of customer pride in Saturn as a U. S. car that has beaten the Japanese firms at their own games, in the employees for their commitment and achievement, and in themselves for buying an American car – Saturn has much in common with other charismatic brands (such as Apple and Harley) that have been developed intense and loyal relationship levels. Each is an underdog to a large competitor, each has a strong user group with an identity of its own, and each has users who encourage others to buy.

How Saturn Built A Brand (Cont’d) u The Retailer Strategy – When the customer enters the showroom of the retailer, the salaried sales consultant answers questions and explains in detail the design philosophy of the car and company – The hated price haggling is eliminated – The market area network: to find retailers who take responsibility for a broad market area and to open as many as six dealerships in that area

How Saturn Built A Brand (Cont’d) u The Slogan: “A different kind of Company, a different kind of car” – The “different company” position captures the unique way in which Saturn operates and interacts with its customers – The slogan provides a core meaning, yet allows a host of specific features and programs to be introduced without confusion u Integrated Communication – “Spring in Spring Hill”—a twenty-six-minute documentary in which Saturn team members explained the excitement and challenge of being part of their new company – A promotion enhanced the equity rather than damage it: Winners go to Spring Hill and participate in building their car

Brand Name Selection u u u A brand name is rooted in a given language and, if used elsewhere, may have either a different meaning or none at all Ideally, marketers look for brand names that evoke similar emotions or images around the world Language problems are particularly difficult to overcome

Search for A Brand Name u u u An arbitrary or invented word not to be found in any standard English dictionary, such as Toyota’s Lexus A recognizable English (or foreign-language) word, but one totally unrelated to the product in question, such as the detergent Cheer An English (or other language) word that merely suggests some characteristic or purpose of the product, such as Mr. Clean A word that is eventually descriptive of the product, although the word may have no meaning to persons unacquainted with English (or the other language), such as the diaper brand Pampers Within one or more of these categories, a geographical place or a common surname, such as Kentucky Fried Chicken A device, design, number, or some other element that is not a word or a combination of words, such as 3 M Company

Potential Levels of A Brand Hierarchy u Corporate (or company) brand – e. g. , General Motors u Family brand – e. g. , Chevrolet u Individual brand – e. g. , Camaro u Modifier (designating item or model) – e. g. , Z 28

Brand Identity u u u Brand identity is a set of brand associations that the brand strategist aspires to create or maintain The brand identity represents what the organization wants the brand to stand for; The brand image is the brand’s current associations When realized, the brand identity should help establish a relationship between the brand the customer by generating a value proposition potentially involving functional, emotional, or self-expressive benefits or by providing credibility for endorsed brands

Four Perspectives of Brand Identity u Brand as product – Product scope; Product attributes; Quality/Value; Uses; Users; Country of origin u Brand as organization – Organization attributes; Local vs. global u Brand as person – Personality; Customer/brand relationship u Brand as symbol – Visual image and metaphors; Brand heritage

Brand Personality u u u A brand personality can be defined as the set of human characteristics associated with a given brand It includes such characteristics as gender, age, and socioeconomic class, as well as such classic human personality traits as warmth, concern, and sentimentality Five brand personality factors-Sincerity, Excitement, Competence, Sophistication, and Ruggedness--explain nearly all (93 percent) of the observed differences between the brands

A Brand Personality Scale (BPS): The Big Five u Sincerity (Campbell’s, Hallmark) – Down-to-earth; Honest; Wholesome; Cheerful u Excitement (Porsche, Absolut, Benetton) – Daring; Spirited; Imaginative; Up-to-Date u Competence (CNN, IBM) – Reliable; Intelligent; Successful u Sophistication (Lexus, Mercedes, Revlon) – Upper Class; Charming u Ruggedness (Levi’s, Marlboro) – Outdoorsy; Tough

Brand Personality Drivers Product-Related Characteristics u u Product Category (Bank) Package (Gateway) Price (Tiffany) Attributes (Coors Light) Non-Product-Related Characteristics u u u u u User Imagery (Levi’s 501) Sponsorship (Swatch) Symbol (Marlboro Country) Age (Kodak) Ad Style (Obsession) Country of Origin (Audi) Company Image (The Body Shop) CEO (Bill Gates of Microsoft) Celebrity endorsers (Jell-O)

The Brand Identity Structure u u u The core identity usually has two or four dimensions that compactly summarize the brand vision Brand essence: a single thought that captures the soul of the brand; it can be viewed as the glue that holds the core identity elements together, or as the hub of a wheel linked to all of the core identity elements The extended identity includes all of the brand identity elements that are not in the core, organized into meaningful groupings

Value Proposition u Created by the brand identity u Functional benefits u Emotional benefits – Relate to the ability of the brand to make the buyer or user of a brand feel something during the purchase process or use experience u Self-expressive benefits – The brand provides a vehicle by which a person proclaim a particular self image

What The Brand Is-Functional Benefits VW: “German engineering” u BMW: “The ultimate driving machine” u Abbey National Bank: “A special kind of security” u Xerox: “The digital document company” u 3 M: “Innovation” u Banana Republic: “Casual Luxury” u Compaq: “Better Answers” u Lexus: “Without compromise” u

What The Brand Does-- Emotional and Self-Expressive Benefits u u u u American Express: “Do more” Pepsi: “The Pepsis generation” HP: “Expanding possibilities” Apple: “The power to be your best” (or “Think different’) Sony: “Digital dream kids” Schlumberger: “The passion of excellence” Nike: “Excelling” Microsoft: “Help people realize their potential” (or “Where doe you want to go today? ”)

The Virgin Business

Virgin Brand Identity u u Brand essence: Iconoclasm Core identity: Service quality; Innovation; Fun and entertainment; Value for money u Extended identity: Underdog; Personality (Flaunts the rules; Sense of humor; Underdog; Competent); Virgin Symbols (Branson and his perceived lifestyle; Virgin blimp; Virgin script logo) u Value proposition: – Functional benefits: A value offering with quality, plus innovative extras delivered with flair and humor – Emotional benefits: Pride in linking to the underdog with an attitude; Fun, good times – Self-expressive benefits: Willingness to go against the establishment, to be a bit outrageous u Relationship: Customers as fun companions

Creating Effective Brand Identity Systems 1. Avoid a limited brand perspective 8. Elaborate the brand identity 2. Link to a compelling functional benefit whenever possible Creating Effective Brand Identity Systems 7. Make the brand identity drive the execution 3. Ignore constructs that are not helpful 4. Generate deep consumer insight 5. Understand competitors 6. Allow multiple brand identities

Brand-Building Tasks Build associations and Create differentiation Create visibility Brand Building Develop deep Customer relationships

Brand Narrative u Brands start with a great idea that tells a good story u Stories cross borders, and they connect generations, class and cultures u The story-or narrative-behind a brand is its backbone u Great brands are like novels that you can’t put down

Stories and Internal Role Models u u Stories can communicate the identity and add elements of aspiration and emotion as well Some of these actions can be legends that are part of the brand heritage—the story of an engineer flying to Alaska to replace a defective seat, for example, reflects Saturn’s respect for customers The story of 3 M Post-it Notes concept began with a 3 M engineer who needed a bookmark that would not flutter to the floor while he sang in the choir reflects the innovation that is part of the company’s core identity The story of how Johnson & Johnson respond to the Tylenol poison scare by pulling its product from stores and redesigning the package clearly indicates how highly the firm values its reputation for trust and safety

Graphics u The most visible and central brand graphics is the logo that represents the brand in its various roles and contexts u The primary logo dimensions, color, layout, and typeface, can be varied to make a statement about a brand, its context, and its relationship

What’s in a Name ? Logos

Selecting and Modifying Logos u. High-recognition logos should be very natural, very harmonious, and moderately elaborate u. Natural reflects the degree to which the design depicts commonly experienced objects. It is comprised of representative and organic u. Harmony is a congruent pattern or arrangement of parts that combines symmetry and balance and captures good design from a Gestalt perspective u. Elaborate is not simply intricacy, but appears to capture the concept of design richness and the ability to use simple lines to capture the essence of something. It is comprised of complexity, activeness, and depth

Symbols u u u A symbol can be elevated to the level of brand strategy rather than being delegated to tactical communications A strong symbol can provide cohesion and structure to an identity, making it much easier to gain recognition and recall Symbols can be anything that represents the brands: – – – A tagline (“Nobody does not like Sara Lee”); A character (the Pillsbury doughboy); A visual metaphor (the Prudential rock) A logo (Nike’s Swoosh) A color (Kodak yellow),

Symbols u u u A gesture (Allstate’s “good hands”), A musical note (Hellmann’s Mayonnaise), A package (the blue cylinder for Morton salt) A program (the Ronald Mc. Donald House charities) The symbol plays a key role in creating and maintaining brand equity and should be a part of the extended identity or, occasionally, the core identity A symbol can be the anchor that keeps a rand seemingly stuck in the past unless it is updated

Examples

Slogans u u u Slogans are short phrases that communicate descriptive or persuasive information about the brand A slogan capture the essence of a brand become an important part of the brand equity An effective slogan has the power to capture the essence of a brand identity, yet it can be changed, replaced, or augmented more easily than a brand

Benefits u u u To help build awareness (“My Doctor Said Mylanta”) To make strong links between the brand the corresponding product category (“If You’re Not Wearing Dockers, You’re Just Wearing Pants”) To reinforce the brand positioning and desired point of difference (“It’s Hard to Stop a Trane”) For market leaders, to employ “puffery” where the brand is praised with subjective opinions, superlatives, and exaggerations (“Bayer Works Wonder”) To become closely tied to advertising campaign and be used as taglines to summarize the descriptive or persuasive information conveyed in the ads (“The Choice of a New Generation”)

List of Coca-Cola Slogans u u u u u 1982 - Coke is it! 1985 - America's Real Choice 1986 - Red White & You (for Coca -Cola Classic) 1986 - Catch the Wave (for New Coke) 1989 - Can't Beat the Feeling. (also used in the UK) 1991 - Can't Beat the Real Thing. (for Coca-Cola Classic) 1993 - Always Coca-Cola. 2000 - Enjoy. 2001 - Life tastes good. (also used in the UK) u u u u u 2003 - Real. 2005 - Make It Real. 2006 - The Coke Side of Life (used also in the UK) 2007 - Live on the Coke Side of Life (also used in the UK) 2008 - love it light (also used in the UK) 2009 - Open Happiness 2010 - Twist The Cap To Refreshment 2011 - Life Begins Here 2012 - Enjoy Coca Cola

Package Design u u u Package design has become a much more sophisticated process These days, specialized package designers bring artistic techniques and scientific skills to package design in an attempt to meet the marketing objectives for a brand Designers often refer to the “shelf impact” of a package —the visual effect that the package has at the pint of the purchase when seen in the context of other packages in the category

Campbell’s Soup Can

Color u u u Perhaps one of the most important visual design elements for a package is its color Packaging color can affect consumers’ perceptions of the product itself Consumers ascribe sweeter taste to orange drinks the darker the orange shade of the can or bottle When the package of Barrelhead Sugar-Free Root Beer was changed from beige to blue, people were more likely to agree that it “tastes like old-fashioned root beer served in a frosty mugs” Marketers of Miller High Life beer struggled for years with the fact that a clear bottle made their beer seem less hearty than the market leader, Budweiser, which was sold in a dark bottle

Big Blue

Godiva

Developing Brand Associations Through Sponsorship Sponsored property (World Cup) Desired associations (global, excellence, energy) Brand (Master. Card)

Brand Relationship Spectrum u Branded House – Same Identity: BMW; Virgin – Different Identity: GE Capital/GE Appliance u Subbrands – Master Brand as Driver: Buick De. Sabre; HP Desk. Jet – Co-Drivers: Gillette Sensor; Sony Trinitron u Endorsed Brands – Strong Endorsement: Courtyard by Marriott – Linked Name: Obsession by Calvin Klein – Token Endorsement: Universal Pictures (Sony); Lotus (an IBM Company) u House of Brands – Shadow Endorser: Tide (P&G); Lexus (Toyota) – Not Connected: Pantene (P&G); Nutrasweet (G. D. Searle)

Leveraging the Brand Line Extensions in existing product class Stretching Down Stretching The brand Vertically in existing product class Stretching Up Brand Extensions Co-Branding in different product classes Ad Hoc Brand Extensions Creating a Range Brand

Co-Branding u u u Co-branding--also called brand bundling or brand alliances-occurs when two or more existing brands from different organizations (or distinctly different businesses within the same organization) are combined into a product and/or marketed together in some fashion An ingredient brand (Pillsbury Brownies with Nestle chocolate) An endorser (Healthy Choice cereal from Kellogg’s) A composite brand with multiple master brands (Citibank-American Airlines Visa credit card) Co-branding is a classic search for synergy The problem is finding the right fit and solving the implementation problems of two organizations with different systems and cultures, working together

Ingredient Branding u u Creating brand equity for materials, components, and parts that are necessarily contained within other branded products The basic motivation for using ingredient branding is that it enhances the differentiation of the host brand from competition by characterizing the ingredient attribute in the host brand more specifically Branded ingredients are often seen as a signal of quality Intel inside Dell Computer

Advertising Alliances between Brands Brand 1 Brand 2 Product Complementarity Kellogg’s Tropicana High Blockbuster Bird’s Eye High Tide Oshkosh High Whirpool Day Runner Low Advertising Strategy Link products to usage occasion: breakfast Link products to usage occasion: dinner and a movie Attribute: clean Link products to usage occasion: in kitchen Fruit of the Loom Dodge Ram Van Low Attribute: comfort Dove Attribute: soft on skin Sheer Endurance Low

Brand Equity High Brand Equity Means High brand loyalty High brand awareness High Perceived quality Reduced marketing Costs Increased Trade leverage Easier to make brand associations Increased liking and familiarity Supports Quality Positioning Supports Higher-price strategy High brand associations Create Positive Image Helps customer process information Other brand assets Patents or trademarks Strong channel relationships Provides value to customer Provides value to firm Assists in customer information processing Increases confidence in purchase Increases satisfaction in product use Increase effectiveness of marketing programs Increases customer loyalty and trade leverage Facilitates brand extensions Is a source of competitive advantage