BRANDING Matti Helel Senior Lecturer HAAGAHELIA University of

BRANDING Matti Helelä, Senior Lecturer HAAGA-HELIA University of Applied Sciences http: //myy. haaga-helia. fi/~liibba/brands-mh. pptx

Products are made in the factory, but brands are built in the mind. A brand is a promise.

WHAT IS A BRAND? § https: //www. youtube. com/watch? v=s. DOYs. Eipm 2 E § https: //www. youtube. com/watch? v=s. QLl. PC_al. T 8 3

WHAT IS BRANDING? § https: //www. youtube. com/watch? v=JKIAOZZritk 4

KOSKENKORVA – VODKA FROM A VILLAGE § https: //www. youtube. com/watch? v=Id. Y 49265 u 04 § Published on May 2, 2016 § In the village of Koskenkorva life isn't complicated. We have good barley, pure water and dedicated local farmers. We work with nature's best ingredients to create a smooth, honest vodka. It's as simple as that. Find out more at: http: //www. koskenkorva. com 5

USEFUL WEBSITES § http: //brandchannel. com § http: //interbrand. com § http: //scholar. google. com 6

STRONG BRANDS CAN LIVE FOREVER § … even if the physical product takes a new form 7

ANYTHING CAN BE MANAGED AS A BRAND 8

FINNISH PEOPLE LOVE THESE BRANDS 9

THE MOST VALUABLE FINNISH BRANDS 2016 10 http: //brandirectory. com/league_tables/table/finland-10 -2016

GREAT BRANDS TOUCH US § Brands are about hearts and minds, feelings and emotions. § They make us feel better, different, happier, bigger, smaller, more comfortable, warmer, more confident. § Great brands stand for something that people believe in and that matters to them. 11

THE WORLD’S STRONGEST BRANDS SHARE 10 ATTRIBUTES 1. 2. 3. 4. 5. 6. The brand excels at delivering the benefits the consumers truly desire. The brand stays relevant. The pricing strategy is based on consumer perceptions of value. The brand is properly positioned. The brand is consistent. The brand portfolio and hierarchy make sense. 12

…CONTINUED 7. The brand makes use of and coordinates a full repertoire of marketing activities to build equity. 8. The brand managers understand what the brand means to consumers. 9. The brand is given proper, sustained support. 10. The company monitors sources of brand equity. 13 (Interbrand)

TEN ATTRIBUTES OF THE WORLD’S STRONGEST BRANDS https: //browniecomms. wordpress. com/2015/01/19/10 attributes-of-the-worlds-strongest-brands/ 14

SOME BRAND DEFINITIONS § Products are made in the factory, but brands are built in the mind. § Brand is not just a product but a relationship with the customer. § A brand is a promise. § A brand is the sum of all intangible and tangible elements. The intangible elements connect products with people. 15

BRAND IDENTITY § A unique set of brand associations that the management intends to create or maintain. § These associations represent what the brand stands for and imply a promise to customers from the organization members. 16

BRAND IMAGE § A unique set of associations in the minds of customers concerning what a brand stands for and the implied promises the brand makes. § A set of beliefs held about the brand. 17

BRAND IDENTITY AND BRAND IMAGE § Brand models § § § § Aaker (Brand identity) Gad (Four dimensions) Knapp (Brand mindset) Kunde (Brand religion) Kapferer Ind (Internal branding) Keller 18

BRAND IDENTITY § Value proposition § Functional benefits § Emotional benefits § Self-expressive benefits § Credibility § Relationship 19 Source: David A. Aaker

20 Thomas Gad: 4 -D Branding

21 Copyright Tuula Kauhanen May 2009

BRAND MIND SPACE (BY THOMAS GAD) § The functional dimension concerns the perception of benefit of the product or service associated with the brand. § The social dimension concerns the ability to create identification with a group. § The spiritual dimension is the perception of global or local responsibility. § The mental dimension is the ability to support the individual mentally. 22

BRAND MIND SPACE OF YOUR FAVOURITE BRAND? § Functional dimension § Social dimension § Spiritual dimension § Mental dimension 23

BRAND IDENTITY 24 Source: David Aaker & Erich Joachimsthaler

BRAND IDENTITY § § Brand as a product Brand as an organisation Brand as a person Brand as a symbol 25 Source: David A. Aaker

Projection: If ______ Became a Person, what would they be like? Brand 1 ux Brand 3 Brand 2 ux ux 26

Projection: If ______ Became a Person, what would they be like? Lumia i. Phone Samsung Galaxy u. Hipster u. Elegant u. Trendsetter u. Colorful u. Creative u. Big u. Addicted to adventures u. Popular u. Trustful u. Trendy u. Sturdy u. Stubborn u. Arrogant u. Friendly u. Young u. Multitasking u. Witty u. Fast u. Full of themselves u. Slow u. Old technology u. High u. Cheater u. Unbreakable u. Disorder quality 27

Results from the early 2000 s Nokia u. Y Motorola u. O Sony u. W 28

Results from the early 2000 s Nokia u. Young male u. Sharp suit, no tie u. Easy going, well rounded u. Entrepreneurial u. Trendy, Stylish u. Plugged-in u. Playful u. Open-minded Motorola u. Older u. Gray male, gray hair suit u. Conservative, serious u“A Male u. Celebrity uptight, type bit of a bore” u. Not u. Wealthy u. Established u. Successful u. Engineer Sony socially skilled u. Techno-speak but cool executive u. Stylish, slick-but he’s got the goods u. Risk-taker u. Aggressive u. Arrogant u. Good (non-Asia) at everything 29

30 Source: Nicolas Ind

BRAND GUIDELINES / GROUP TASK Compare the brand guidelines/manuals: § Who? Target group? § Why? Purpose? § What? Content? Present your favourite one: § Who? Why? What? § What do you like? § What would you change? 31

BRAND CO-CREATION (© 2009 Matti Helelä) Think about co-creating the brand With stakeholders hand in hand Redefining the organization's mission Based on a new realistic vision 32

CO-CREATE THE BRAND WITH YOUR FANS (© 2009 Matti Helelä) Target audience activation Is the main consideration Inspire the fans to live the brand Creating it with you hand in hand The brand is created in the customer’s mind Business is the right kind When you live the brand in everyday life And the brand is truthful in the customer’s eyes 33

BRAND POSITIONING – THREE CORNERSTONES 34

THREE APPEARANCES OF THE BRAND 35

ALL THE TOUCH POINTS § The brand should speak the same language and keep the brand promise. 36

BRAND COMMUNICATION § Planned communication § Advertising, sales promotion, PR, personal selling, direct marketing, social media § Product communication § Service communication § Unplanned communication § Remember the five senses! 37

VISUAL IDENTITY 38

VISUAL IDENTITY 39 www. finnair. fi

BRAND ARCHITECTURE 40

BRAND ARCHITECTURE 41

BRAND STRATEGY 42

CREATING A BRAND STRATEGY § www. marketingmo. com/strategic-planning/brandstrategy 43

CREATING A BRAND STRATEGY (1/5) § Before you begin § Before working on your brand strategy, make sure you’ve identified your competitive positioning strategy – your brand strategy will bring it to life. § If you have a brand strategy, make sure it’s as effective as possible § Poll your customers, employees and vendors. Are their impressions consistent with your strategy? If not, work on the elements you can improve. 44

CREATING A BRAND STRATEGY (2/5) § Develop your brand around emotional benefits § List the features and benefits of your product / service. A feature is an attribute – a color, a configuration; a benefit is what that feature does for the customer. § Determine which benefits are most important to each of your customer segments. § Identify which benefits are emotional – the most powerful brand strategies tap into emotions, even among business buyers. § Look at the emotional benefits and boil them down to one thing that your customers should think of when they think of you. 45 That’s what your brand should represent.

CREATING A BRAND STRATEGY (3/5) § Define your brand personality, story and positioning statements § Think of your brand as a person with a distinct personality. Describe him or her, then convey these traits in everything you do and create. § Write positioning statements and a story about your brand; use them throughout your company materials. § Choose colors, fonts and other visual elements that match your personality. § Determine how your employees will interact with prospects and customers to convey the personality and make sure your brand 46 “lives” within your company.

CREATING A BRAND STRATEGY (4/5) § After Brand Strategy § Together with your competitive positioning strategy, your brand strategy is the essence of what you represent. A great brand strategy helps you communicate more effectively with your market, so follow it in every interaction you have with your prospects and customers. 47

COBRANDING 48

COBRANDING 49

BRAND STRATEGY 50

THE MOST POWERFUL IMPACT IS MADE BY PEOPLE 51

Visit Finland as the Challenger Brand of Travel Marketing Jaakko Lehtonen Director General, Finnish Tourist Board

THE FOUR CS Creative Technologically, academically and culturally attractive; architecture and design; with a touch of creative madness Contrasting Credible Cool Seasons, east/west, Efficient Nice, happening, cold/warm, midnight infrastructure, trendy, and refreshingly crisp. sun/winter darkness, services, safety and sauna/ice swimming. security, and technology. 53

SAMPLES OF PROMOTIONAL CAMPAIGNS 54

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FINLAND 57

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SOURCES Brands § § § § Aaker, David 2011. Building Strong Brands. New York: Free Press. Aaker, David and Joachimsthaler, Erich 2002. Brand Leadership. New York: The Free Press. Andrew, David 1998. Brand Revitalisation and Extension. In Hart, Susannah, and Murphy, John (eds. ) 1998. Brands, the New Wealth Creators. Houndmills: Mac. Millan Press Ltd. Gad, Thomas 2001. 4 -D Branding. Cracking the corporate code of the network economy. London: Financial Times. Prentice Hall. Ind, Nicholas 2004. Living the brand. Kogan Page. Kapferer, Jean-Noël 2004. The new brand management. Kogan Page. Knapp, Duane E. 2000. The Brand Mindset. New York: Mc. Graw-Hill. Kotler, Philip and Pfoertsch, Waldemar 2006. B 2 B Brand Management. Springer Berlin Heidelberg. 65

SOURCES § Kotler, Philip and Pfoertsch, Waldemar 2006. B 2 B Brand Management. Springer Berlin Heidelberg. Kotler, Philip and Pfoertsch, Waldemar 2007. Being known or being one of many: the need for brand management for business-to-business companies. Journal of Business & Industrial marketing 22/6. Kunde, Jesper 2002. Unique now…or never. Prentice Hall. § § Interbrand 2016. www. brandchannel. com. Interbrand 2016. www. interbrand. com. § § § Helelä, Matti 2010. Senior Lecturer. Haaga-Helia University of Applied Sciences. Kalela, Suvi 2010. Senior Lecturer. Haaga-Helia University of Applied Sciences. Kauhanen, Tuula 2009. Senior Lecturer. Haaga-Helia University of Applied Sciences. § § 66

THANK YOU § Gracias § Danke § Kiitos 67