ADVG 1276 THE BRAND Ccampbell, with material adapted from Shapiro et al, Basic Marketing, a global managerial approach, 2006 LEARNING OUTCOMES YOU WILL BE ABLE TO ARTICULATE… • What a brand is + related terms • Why branding is important • Key Brand decisions when creating & maintaining a brand SOME DEFINITIONS Retrieved from https://tubikstudio.com/expert-tips-20-wise-quotes-about-branding 2/10/2019 “The brand trust bar is higher than it’s ever been. Our research shows that 74% of customers expect more from brands — not just around product performance or durability, but in how brands treat their customers, employees and the environment.” (Carlos Guerrero, Senior Director, Advisory, Gartner) retrieved from https://www.gartner.com/en 1/16/21 “Your brand story is what people are saying about you behind your back”. MATT THOMPSON, STORY & COMPANY BRAND EQUITY THE PROMISED LAND: BRAND EQUITY • Equals trust & confidence • Is a selling feature of a business beyond numbers • Strong brand equity is the ultimate business goal BRAND EQUITY HELPS YOU • Defend again fierce price competition • Penetrate the consumer's mind in a cluttered, competitive attention economy Branding is a business strategy, not a marketing strategy BRAND PROMISE, BRAND POSITIONING VS. SUCCESSFUL BRANDS… • Narrow the focus and dominate a category • Create a new ‘category’ • Deliver their brand promise consistently • Have strong positioning 5 LEVELS OF BRAND FAMILIARITY Brand Rejection Brand Non Recognition Bad place Brand Recognition Brand Brand Preference Insistence Good place Good place Bad place Brand Rejection FOCUS: Change positioning Brand Non Recognition FOCUS: Increase Awareness Brand Recognition FOCUS: Continue Education Brand Preference Brand Insistence FOCUS: FOCUS: Maintain availability Develop & Protect brand promise BRANDING DECISIONS FOR SMALL BIZ • • • • Brand name selection? Brand Protection? Private brand? Licensed/Franchised brand? • New Brand/Line extension? • Multi brand /Brand family A GOOD BRAND NAME IS… • Short & Simple • Easy to Spell & read • Easy to recognize • Easy to pronounce • Easy to remember • Suggests product benefits/category • Adaptable • Transcends time • Legally available BRAND EVOLUTION… A KRC CASE STUDY 1998 2000 Internet + Geo 2008 10 year anniversary rebrand process 2006 SOTAR + Sustainability 2008 Tag line in re-brand process 2011Enter new market 2016 Icon Only 201820th anniversary USE OF A BRAND One is a road sign, one is a magazine… BRAND USE GUIDELINES • Ensure consistent application • Similar ‘look and feel’ across platforms • Evoke an emotional response • Same fonts-colours, formatting • Reverse colour use • Minimal -CONSISTENCY FOR INSTANT BRAND RECOGNITION -ACROSS ALL POINTS OF CONTACT 3 seconds or less… Brand Leverage: Private + Destination Canada http://nahanni.com/ COMMUNITY BRANDING MATT THOMPSON http://www.storyco.ca/ 1. Secondary research audit: Community +SWOT + Market trends (drivers) 2. Primary research: Vision –What is the brands essence currently? 3. Prescriptions for Alignment 4. Communication plan: Story ACTIVITY: DC BRAND USE GUIDE LINES Task Find the ‘Destination Canada Brand Guidelines’ document on moodle, and answer the following: 1. What are key considerations to choosing great photos? (p 27)? 2. What are key considerations to your writing tone? How do they differ by segment?(p 30-33) 3. Read over the glossary (p 47) and become familiar with these terms. Bring questions if unsure! Let's reconvene in 20 minutes to discuss! RECAP : • What a brand is • Why it is important • Key Brand related terms: Brand rejection Brand non-recognition Brand recognition Brand Preference Brand insistence Brand Equity • Maintaining a brand • Brand use guidelines
