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The Evolution of Branding Tien-Yu Lin 100020721 Wan-Yu Chen 110003110 Tien-Yuan Lee 110016874
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Page 1: MN5405 Branding

The Evolution of Branding

Tien-Yu Lin 100020721Wan-Yu Chen 110003110Tien-Yuan Lee 110016874

Page 2: MN5405 Branding

Agenda

•What is branding?

•Branding before the 1970s

•Branding in the 1970s and 1980s

•Branding in the 1990s and 21st centuryCountry of Origin (COO)

Brand communities

Corporate Social Responsibility (CSR)

•Conclusion

Page 3: MN5405 Branding

What is

branding?

For manufacturers of 19th century during the industrial revolution, branding is to create identifiable names and symbols to make products stand out from their competitor.

(Vaid, 2003)

Page 4: MN5405 Branding

“The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme. “

Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.

(Business Dictionary, 2011)

What is

branding?

Page 5: MN5405 Branding

According to marketers,

“Branding is the act of impressing a product, service, or business on the mind of a consumer or set of consumers.”

(Vaid, 2003)

What is

branding?

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“Branding is the process by which a company, a product name, or an image becomes synonymous with a set of value, aspirations, or states.”

(Vaid, 2003)

What is

branding?

Page 7: MN5405 Branding

• Establishment of the importance of branding

• Segmentation

• Loyalty

• Lifestyle

• Marketing mix

• Personality

Branding before the

1970s

(Hampf, 2011)

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Branding in the

1970s and

1980s

• Positioning

• Social marketing

• Relationship marketing

• Brand equity

(Hampf, 2011)

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Branding in the

1990s and

21st C.

• Relational branding

• Identity

• Country of origin (COO) • Brand communities• Corporate Social Responsibility (CSR)

(Hampf, 2011)

Page 10: MN5405 Branding

Countryof

Origin

• Country of origin (COO) is one of important branding strategies in international marketing.

• Country image could form consumers’ attitudes toward products or brands.

(Hampf, 2011; Salciuviene, 2010)

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• Country image represents the stereotype that consumers’ hold for a specific country, and the stereotype may from country’s culture, economic development, political stability…etc.

• Research shows that marketers don’t emphasize COO on everyday products.

Countryof

Origin

(Hampf, 2011; Salciuviene, 2010)

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• COO could be a powerful weapon for companies to be differentiated in competitive global market.

Countryof

Origin

(Hampf, 2011; Salciuviene, 2010)

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Group Discussion

• Group Kitkat

Discuss each country’s image in your perception. List three images of each country.

• Group Crunchie

Discuss the companies or products’ image in your perception. List three images of each company.

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Group Discussion

• Multinational corporations may tend to focus on brand instead of their COO, since they have adopted sourcing policies.

(Usunier, 2006, cited in Salciuviene, 2010)

• “The Internet, without country boundaries acceptance, also blurs the validity of country of origin.”

(Pharr, 2005; Samiee et al., 2005, cited in Salciuviene, 2010, p.1040).

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• Muniz and O’Guinn (2001) define the concept of brand communities as a “specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand.”

Brand communities

(Hampf, 2011)

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• Members in brand community would likely to buy the same brand, and share their values and experiences.

• Membership of brand community produces the feelings of belongingness and ideal social imaginary.

• With shared values and experiences, group members are more likely to have brand commitment, and maintaining a long-term relationship with the brand.

• Brand communities are influential to brand performance. It creates brand loyalty and recommendation.

( Zhou et al., 2011)

Brand communities

(Zhou, 2011)

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• Group Original Adidas

• Group BBQ Apple

• Group Roast Chicken Harley Davidson

Group Discussion

Page 18: MN5405 Branding

Group Discussion

Group Original Adidas

http://www.youtube.com/watch?v=dA8DsUN6g_k

(IHS7, 2009)

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Group Discussion

Group BBQ Apple

http://www.youtube.com/watch?v=VCL5UgxtoLs&feature=related

(kortic, 2007)

Page 20: MN5405 Branding

Group Discussion

Group Roast ChickenHarley Davidson

http://www.youtube.com/watch?v=AE9qjrpXGQI

(CalibreEntertainment, 2010)

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Group Discussion

• What is the personality of the brand?

• What kind of value is conveyed by the brand?

• In your opinion, why do people engage in this brand?

• Do you think the brand community members have any common trait, beliefs or attitudes? If yes, what are they?

• What kind of strategy you think do they use to build the brand community?

• What other strategies do you think they can use to build brand community?

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Brand communities

• For nurturing brand commitment and loyalty in communities, marketers have to establish emotion connection between brand and users.

• Firms should produce cohesion of their brand communities. This can be achieved by delivering care and rewards to communities.

• Brands can sponsor activities for their brand communities. These activities should relate to deliver special style, personality, feeling, and values of the brand.

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Emotional Positioning Strategy

“Most studies show a growing environmental consciousness among consumers, leading to generalized positive attitude effects on brands that are perceived as environmentally sound .”

(Bech-Larsen, 1996; Eagly and Kulesa, 1997; Swenson and Wells, 1997; Benito Go´mez et al., 1999; cited in Hartmann et al., 2005)

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Corporate Social Responsibility

(Hampf, 2011)

Brand identity hexagon

Page 25: MN5405 Branding

Corporate Social Responsibility

• To understand the brand promise

• To maintain customer loyalty

• To maximize the effect of investments

• To avoid conflicts with stakeholders

(Bech-Larsen, 1996; Eagly and Kulesa, 1997; Swenson and Wells, 1997; Benito Go´mez et al., 1999; cited in Hartmann et al., 2005)

CSR Branding

Page 26: MN5405 Branding

Corporate Social Responsibility

To companies:“All activities undertaken by a company affect the way consumers perceive that company.”

(Hampf, 2011)

To consumers:“Consumers feel satisfied due to the linkage of responsible behavior of the brand in its relationship with society.”

(Kapferer 2008:22, cited in Hampf , 2011)

The main idea of branding behind CSR

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Conclusion

Contains many old concepts to invent a new idea of brand identity.Emphasized the emotional elements.

(Hampf, 2011)

Therefore: Marketers are enhancing the differentiating via unique emotional branding , rather than functional.

(de Chernatony et al., 2001, cited in Harris, de Chernatony, 2001)

Brand identity

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The development of branding

(Hampf, 2011)

Conclusion

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Brand identity hexagon as an important tool

Conclusion

(Hampf, 2011)

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Future branding: CSR

Conclusion

• In the future, products have to enable to increase the life quality.

• Companies design their own CSR strategy, but the idea of brand identity is the central role in the future branding

• It is important for companies to create a strong brand identity on CSR.

(Hampf, 2011)

Page 31: MN5405 Branding

• CalibreEntertainment (2010) Harley Davidson Commercial 2010. [Online] Available from: http://www.youtube.com/watch?v=AE9qjrpXGQI [Accessed: 22th April 2012].

• Hampf, A. (2011) Branding: The Past, Present, and Future: A Study of the Evolution and Future of Branding, Helsinki: Hanken School of Economics

• Harris, F. & de Chernatony, L. (2001) Corporate branding and corporate brand performance. European Journal of Marketing, 35 (3), 441-456.

• Hartmann, P., Ibáñez, V. A., & Sainz, F. J. F. (2005) Green branding effects on attitude: functional versus emotional positioning strategies. Marketing Intelligence & Planning, 23 (1), 9-29.

• IHS7 (2009) My Adidas - The Music Video by RUN DMC. [Online] Available from: http://www.youtube.com/watch?v=dA8DsUN6g_k [Accessed: 22th April 2012].

• Jevons, C. (2005) "Names, brands, branding: beyond the signs, symbols, products and services". Journal of Product & Brand Management, 14 (2), 117 – 118.

• Kortic13 (2007) 15 funny apple ads. [Online] Available from: http://www.youtube.com/watch?v=VCL5UgxtoLs [Accessed: 22th April 2012].

• Salciuviene, L., Ghauri, N, P., Streder, S, R. & Mattos, C., 2010. Do brand names in a foreign language lead to different brand perceptions? Journal of Marketing Management, 26 (11-12).

References