BRANDING
Matti Helelä, Senior Lecturer
HAAGA-HELIA University of Applied Sciences
September 2014
http://myy.haaga-helia.fi/~liibba/brands-mh-2014.pptx
Products are made in the factory, but brands are built in
the mind.
A brand is a promise.
STRONG BRANDS CAN LIVE FOREVER
 … even if the physical product takes a new form
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ANYTHING CAN BE MANAGED
AS A
BRAND
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FINNISH PEOPLE LOVE THESE BRANDS
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THE MOST VALUED WEB BRANDS
IN FINLAND 2013
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Google
Yle Areena
Ilmatieteen laitos
HSL Reittiopas
HelMet
 Recommendations by friends influence the choices
 Source: Taloustutkimus 2013
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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.
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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.
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…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.
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(Interbrand)
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.
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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.
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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.
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CREATING A BRAND STRATEGY
 www.marketingmo.com/strategic-planning/brandstrategy
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BRAND IDENTITY
AND
BRAND IMAGE
 Brand models
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Aaker (Brand identity)
Gad (Four dimensions)
Knapp (Brand mindset)
Kunde (Brand religion)
Kapferer
Ind (Internal branding)
Keller
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BRAND IDENTITY
 Value proposition
 Functional benefits
 Emotional benefits
 Self-expressive benefits
 Credibility
 Relationship
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Source: David A. Aaker
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Thomas Gad: 4-D Branding
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Copyright Tuula Kauhanen May 2009
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?
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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.
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BRAND MIND SPACE
OF
YOUR FAVOURITE BRAND?
 Functional dimension
 Social dimension
 Spiritual dimension
 Mental dimension
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BRAND IDENTITY
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BRAND IDENTITY




Brand
Brand
Brand
Brand
as
as
as
as
a product
an organisation
a person
a symbol
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Source: David A. Aaker
Projection: If ______ Became a
Person, what would they be like?
Brand 2
Brand 1
x
x
Brand 3
x
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Projection: If ______ Became a
Person, what would they be like?
Brand 2
Brand 1
x
x
Brand 3
x
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Projection: If ______ Became a
Person, what would they be like?
iPhone
Lumia
Samsung
Galaxy
Hipster
Elegant
Trendsetter
Colorful
Creative
Big
Addicted
to
adventures
Popular
Trustful
Trendy
Sturdy
Stubborn
Arrogant
Friendly
Young
Multitasking
Witty
Fast
Full
of themselves
Slow
Old
technology
High
Cheater
Unbreakable
Disorder
quality
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Results from ten years ago
Motorola
Nokia
Y
O
Sony
W
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Results from ten years ago
Motorola
Nokia
Young
male
Older
Sharp
suit, no tie
Gray
Easy
going, well
rounded
Entrepreneurial
Trendy,
Stylish
Plugged-in
Playful
Open-minded
male, gray hair
suit
Conservative,
Not
Male
Celebrity
uptight,
serious
“A bit
Wealthy
Established
Successful
Engineer
Sony
type
of a bore”
socially skilled
Techno-speak
but cool
executive
slick-but he’s
got the goods
Stylish,
Risk-taker
Aggressive
Arrogant
Good
(non-Asia)
at everything
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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
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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
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Visit Finland as the Challenger Brand of Travel
Marketing
Jaakko Lehtonen
Director General, Finnish Tourist Board
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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.
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SAMPLES
OF
PROMOTIONAL CAMPAIGNS
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FINLAND
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40
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BRAND POSITIONING – THREE CORNERSTONES
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THREE APPEARANCES
OF THE
BRAND
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ALL
THE
TOUCH POINTS
 The brand should speak the same language
and keep the brand promise.
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BRAND COMMUNICATION
 Planned communication
 Advertising, sales promotion, PR, personal selling, direct
marketing, social media
 Product communication
 Service communication
 Unplanned communication
 Remember the five senses!
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VISUAL IDENTITY
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VISUAL IDENTITY
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www.finnair.fi
BRAND STRATEGY
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COBRANDING
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COBRANDING
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BRAND STRATEGY
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THE MOST POWERFUL IMPACT IS MADE
PEOPLE
BY
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SOURCES
Brands
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Aaker, David 1996. Building Strong Brands. New York: Free Press.
Aaker, David and Joachimsthaler, Erich 2000. 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: MacMillan
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: McGraw-Hill.
Kotler, Philip and Pfoertsch, Waldemar 2006. B2B Brand Management. Springer
Berlin Heidelberg.
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SOURCES

Kotler, Philip and Pfoertsch, Waldemar 2006. B2B 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.
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Interbrand 2010. www.brandchannel.com.
Interbrand 2010. www.interbrand.com.
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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.
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THANK YOU
 Gracias
 Danke
 Kiitos
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