A Brand is any... A Brand is any... term… Coke Coke symbol… or combination… name... Coca-Cola Coca-Cola sign… design… …that distinguishes a product from its competition.
A Brand is any...A Brand is any...
term…term… CokeCokeCokeCoke
symbol…symbol…or combination…or combination…
name...name... Coca-ColaCoca-ColaCoca-ColaCoca-Cola
sign…sign…
design…design…
…that distinguishes a product from its competition.…that distinguishes a product from its competition.
Brand ImageBrand Image
A mental image that reflects the way consumers perceive a brand.A mental image that reflects the way consumers perceive a brand. Physical: design, letters, shapes, art, colorsPhysical: design, letters, shapes, art, colors Psychological: emotions, beliefs, valuesPsychological: emotions, beliefs, values
A mental image that reflects the way consumers perceive a brand.A mental image that reflects the way consumers perceive a brand. Physical: design, letters, shapes, art, colorsPhysical: design, letters, shapes, art, colors Psychological: emotions, beliefs, valuesPsychological: emotions, beliefs, values
Characteristics of Good Brand NamesCharacteristics of Good Brand Names
Easy to say and rememberEasy to say and rememberPronounceable in only one wayPronounceable in only one wayPositive in connotationPositive in connotationCommunicative of product attributesCommunicative of product attributesShort and distinctiveShort and distinctiveLegally protectableLegally protectable
Virginia SlimsVirginia SlimsSpic and SpanSpic and Span
AngelAngelDuracellDuracellJiffyJiffy
Fruit 'n FibreFruit 'n Fibre
Basic Branding StrategiesBasic Branding Strategies
ToothpasteToothpaste
Private Label BrandsPrivate Label Brands
Manufacturer BrandsManufacturer Brands Manufacturer DiscountManufacturer DiscountBrandsBrands
Generics (no brand)Generics (no brand)
MintFlavor Toothpaste
Brand EquityBrand Equity
Brand Equity is a set of assets (and Brand Equity is a set of assets (and liabilities) linked to a brand’s name and liabilities) linked to a brand’s name and symbol that adds to (or substracts from) symbol that adds to (or substracts from) the value provided by a product or the value provided by a product or service to a firm and/or that firm’s service to a firm and/or that firm’s customers.customers.
Categories of AssetsCategories of Assets
Brand name awarenessBrand name awareness
Brand loyaltyBrand loyalty
Perceived QualityPerceived Quality
Brand AssociationsBrand Associations
Other Proprietary Brand Assets (e.g., Other Proprietary Brand Assets (e.g., channel relationships, patents,…)channel relationships, patents,…)
Brand Equity Increases ValueBrand Equity Increases Value
BrandEquity
Brand Loyalty
Brand Awareness
Perceived Quality
Brand Associations
Other Brand Assets
Value to Customer
Value to Firm
Brand Name AwarenessBrand Name Awareness
Anchor to which other associations can Anchor to which other associations can be attachedbe attachedFamiliarity-likingFamiliarity-likingSignal of substance/commitmentSignal of substance/commitmentBrands to be consideredBrands to be consideredExamples:Examples: Coke: Coke: sealseal DuPont: DuPont: strategicstrategic
Brand LoyaltyBrand Loyalty
Reduced marketing costsReduced marketing costs
Trade leverageTrade leverage
Attracting new customersAttracting new customers Create awarenessCreate awareness ReassuranceReassurance
Time to respond to competitive threatsTime to respond to competitive threats
Examples:Examples: Delta adDelta ad
Perceived QualityPerceived Quality
Reason-to-buyReason-to-buy
Differentiate/PositionDifferentiate/Position
PricePrice
Channel member interestChannel member interest
ExtensionsExtensions
Examples:Examples: Jack in the box: COPSJack in the box: COPS American ExpressAmerican Express
Brand AssociationsBrand Associations
Help process/retrieve informationHelp process/retrieve information
Reason-to-buyReason-to-buy
Create positive attitude/feelingsCreate positive attitude/feelings
Extensions – Gerber SinglesExtensions – Gerber Singles
Examples:Examples: Nordstrom: ReinventNordstrom: Reinvent 7-Eleven: Belly-flop7-Eleven: Belly-flop
Brand Equity and Brand ValueBrand Equity and Brand Value
Brand Equity provides value to customers:Brand Equity provides value to customers: Interpretation/processing of informationInterpretation/processing of information Confidence in the purchase decisionConfidence in the purchase decision Use satisfactionUse satisfaction
Brand Equity and Brand ValueBrand Equity and Brand Value
Brand Equity provides value to firm:Brand Equity provides value to firm: Efficiency and effectiveness of marketing Efficiency and effectiveness of marketing
programsprograms Brand loyaltyBrand loyalty Prices/marginsPrices/margins Brand extensionsBrand extensions Trade leverageTrade leverage Competitive advantageCompetitive advantage
Brand Building InhibitorsBrand Building Inhibitors
Pressure to compete on pricePressure to compete on price
Proliferation of competitorsProliferation of competitors
Fragmenting markets and mediaFragmenting markets and media
Complex brand strategies and relationshipsComplex brand strategies and relationships
Bias toward changing strategiesBias toward changing strategies
Bias against innovationBias against innovation
Pressure to invest elsewherePressure to invest elsewhere
Short-term pressuresShort-term pressures
Brand Equity and Brand Brand Equity and Brand IdentityIdentity
BrandIdentity
BrandAssociations
BrandEquity
Brand IdentityBrand Identity
A brand identity provides direction, A brand identity provides direction, purpose and meaning for the brand. It is purpose and meaning for the brand. It is central to a brand’s strategic vision and central to a brand’s strategic vision and the driver of one of the four principal the driver of one of the four principal dimensions of brand equity: associations, dimensions of brand equity: associations, which are the heart and soul of the brand.which are the heart and soul of the brand.
Brand IdentityBrand Identity
Brand identity is a unique set of brand Brand identity is a unique set of brand associations that the brand strategist associations that the brand strategist aspires to create or maintain. These aspires to create or maintain. These associations represent what the brand associations represent what the brand stands for and imply a promise to stands for and imply a promise to customers from the organization customers from the organization members.members.
Brand Identity is more than...Brand Identity is more than...
Brand image (how the brand is perceived Brand image (how the brand is perceived now)now)
Brand position (the part of the brand Brand position (the part of the brand identity and value proposition to be actively identity and value proposition to be actively communicated to a target audience)communicated to a target audience)
Product attributesProduct attributes
An external perspective (i.e., customer-An external perspective (i.e., customer-based)based)
Brand Identity SystemBrand Identity SystemA brand’s identity can be viewed from four A brand’s identity can be viewed from four perspectives:perspectives: brand as productbrand as product brand as organizationbrand as organization brand as personbrand as person brand as symbolbrand as symbol
When we view a brand from all these perspectives, When we view a brand from all these perspectives, it is easier to develop/reinforce a Value it is easier to develop/reinforce a Value Proposition, Credibility and, ultimately, a Proposition, Credibility and, ultimately, a Relationship with the customer.Relationship with the customer.
HARLEY DAVIDSON SITE
Brand Identity SystemBrand Identity System
Brand Identity
Brand asProduct
Brand asOrganization
Brand asPerson
Brand asSymbol
Value Proposition Credibility
Brand-Customer Relationship
Dimensions of Brand IdentityDimensions of Brand Identity
Brand as ProductBrand as Product Product ScopeProduct Scope Product AttributesProduct Attributes Quality/valueQuality/value UsesUses UsersUsers Country of OriginCountry of Origin
Timex AdHarley Site
Dimensions of Brand IdentityDimensions of Brand Identity
Brand as OrganizationBrand as Organization Organization attributes (e.g., innovation, Organization attributes (e.g., innovation,
consumer concern, trustworthiness)consumer concern, trustworthiness) Local vs. globalLocal vs. global
Enbridge Home ServicesHarley Site
Dimensions of Brand IdentityDimensions of Brand Identity
Brand as PersonBrand as Person Personality (e.g., genuine, energetic, rugged,Personality (e.g., genuine, energetic, rugged,
…)…) Brand-customer relationships (e.g., friend, Brand-customer relationships (e.g., friend,
adviser,…)adviser,…)
Chevy Monte Carlo AdHarley Site
Dimensions of Brand IdentityDimensions of Brand Identity
Brand as symbolBrand as symbol Visual imagery and metaphorsVisual imagery and metaphors Brand heritageBrand heritage
Apple AdHarley Site
Value PropositionValue Proposition
Functional Benefits: A BMW car handles Functional Benefits: A BMW car handles well, even on ice.well, even on ice.
Emotional Benefits: Excited in a BMW.Emotional Benefits: Excited in a BMW.
Self-Expressive Benefits: Sophisticated Self-Expressive Benefits: Sophisticated and successful in a BMW.and successful in a BMW.
Brand PositionBrand Position
Brand position is the part of the brand Brand position is the part of the brand identity and value proposition that is to be identity and value proposition that is to be actively communicated to the target actively communicated to the target audience and that demonstrates an audience and that demonstrates an advantage over competing brandsadvantage over competing brands JC Penney’s position JC Penney’s position Girl Scouts positionGirl Scouts position
Brand PositionBrand Position
What elements of BI to include? What elements of BI to include? Candidates:Candidates: Core identity: central, timeless essence of the Core identity: central, timeless essence of the
brand (most unique, valuable aspects)brand (most unique, valuable aspects) Points of leverage: specific keys to success Points of leverage: specific keys to success
(e.g., Ronald McDonald)(e.g., Ronald McDonald) The value proposition: a key benefit part of The value proposition: a key benefit part of
the value proposition (functional, self-the value proposition (functional, self-expressive,…)expressive,…)
Brand identity & position provide Brand identity & position provide valuevalue
Guides and enhances brand strategyGuides and enhances brand strategyImproves brand memorabilityImproves brand memorabilityProvides meaning and focus to the Provides meaning and focus to the organizationorganizationProvides extension optionsProvides extension options Co-branding at YahooCo-branding at Yahoo
In sum, provides:In sum, provides: value propositionvalue proposition credibility to other brandscredibility to other brands basis of relationshipbasis of relationship