Branding Strategies
Design and Implementation
Brand hierarchy
The means of summarizing the branding strategy by
displaying the number and nature of common and
distinctive brand elements across the firm’s
products. Involves ordering and ranking all brands
across products.
Dupont
Ingredient brands
Corporate brands
Stainmaster, Lycra
automotive; flooring
Teflon, Dacron
Kapferer’s branding system
• Product brand - exclusive name to single product (Tide,
Dash)
• Line brand - same concept across different products (VW)
• Range brands - one name on group of products having
same ability (Green Giant)
• Umbrella brand - supports products in different markets
(Canon cameras, copiers, office equip
• Source brand - products directly named (CK clothing,
cologne)
• Endorsing brand - wide diversity of products under
product, line brands or range brands (GM)
Brand Elements Simplified
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Corporate brand - Ford
Family brand - Explorer
Individual brand - Sport
Modifier - Edie Bauer model
Corporate brand equity
A response by consumers, customers and all publics
to words, actions, communications, products and
services provided by a brand entity.
Corporate image dimensions - Dupont
1. Common product attributes (quality, innovation)
2. People and relationships (customer orientation)
3. Values and programs (environment, social
responsibility)
4. Corporate credibility (expertise, trust, likability)
Branding
• Corporate dominant - company brand,
house brand (Trader Joe’s)
• Mixed brands - dual, endorsed (Kellogg
Cherrios)
• Brand dominant - single, furtive (company
not disclosed such as LA Times)
Designing hierarchy and strategy
Strategy involves decisions and principles
relating to
• Number of levels of hierarchy
• Desired brand awareness and image at each
level - relevance and differentiation
• Brand element combinations - prominence
• Brand element linkages - commonality
Corporate product relationship
categories
1. Single entry - Federal Express
2. Brand dominance - Philip Morris makes no
connection with Marlboro
3. Equal dominance - separate images; GM, Buick
Riviera, Buick Electra)
4. Mixed dominance - Bosch on some Blaupunkt
w/o Bosch
5. Corporate dominance - Xerox name on all
products
Corporate Advertising
Using Advocacy to Deliver
Institutional Messages
Objectives of corporate campaign
• Build awareness of company and business
• Create favorable attitudes and perceptions
• Link beliefs that can be leveraged by
product-specific marketing
• Make a favorable impression on financial
community
• Motivate employees
• Influence public opinion on issues
Images for the Long Haul
• Messages to change consumer attitudes
• Messages to change brand perceptions
• Environmental, humanitarian, cultural and
health focus
PR Function
• Assess public attitudes through research
• Determine objective
Build favorable attitude
Change negative attitude to positive one
Maintain positive attitude
• Develop strategy
Produce corporate advertising campaign
McDonald Corporation
• Product advertising sells burgers
• Corporate advertising advocates caring for
young cancer victims
• Ronald McDonald House serves parents
• Caring message, health focus
Corporate Ad Objectives
• Awareness
• Familiarity
• Positive associations
Awareness
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Brand recognition
Brand recall for purchase intention
Brand image creation
Visa sponsorship of the Olympic Games
Familiarity
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Builds a comfort zone
Brand switching
Brand usage and brand stories
Brand loyalty
Associations
Creates favorable brand image through
goodwill using:
• Sponsorships: arts (Phone), sports (Nike),
health (J&J)
• Advocacy: environment (Body Shop),
disease prevention (Dupont), minority
education (Hilton)
Target Corporate Publics
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Pressure groups
Politicians
Shareholders
Media
Employees
Consumers
Umbrella Strategy
Red Cross
Problem: Perception of fund misuse from
Bali, US terrorist bombings
Objective: Convince publics that Red Cross
comes to the aid of the world’s needy
Strategy: “We’re there for you” campaign
Brand as Philosophy
• Benetton social issues campaign
• AIDS awareness (buttock w/brand +)
• Discrimination (black baby nursing white
breast)
• Capital punishment (prisoners sentenced to
death)
Benetton Debate
• Selling sweaters on the misery of others?
• Encourage debate through shock?
• Illuminate or trivialize issues?
Problem Solving: Chevron
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Problem: Poor public perception
Objective: Change public attitude
Strategy: Advertise corporate responsibility
Tactics: TV and print advertising
Message: Chevron cares about the environment
People Do Campaign
• Protecting the earth’s natural resources
important
• Chevron values a commitment to
environmental protection
• Anecdotal vignette tactics
People Do Theme
• Tiny sea turtles move along sand toward ocean
• Voice over “In a race to survive, instinct and
moonlight guide newborn sea turtles. Do people
make certain that the only light is the one that
leads home? People Do.”
• Ad further explains how Chevron is saving turtles
my concealing light from nearby gas operations so
they can make it to the water.
People Do Message
Chevron is:
• A defender of the environment
• A champion of endangered species
• A lovable, eco-friendly corporation saving
infants of the animal kingdom
Greenwashing?
• Diverting consumers from harmful effects
of corporation on the planet
• Cost of advertising vs. actual environmental
cleanup programs
Greenwashing Brands: Coke
• Sponsor of American Recycles Day
• Promise to use recycled content in plastic
soda bottles
• Project abandoned as economically
unsustainable
• Plastic recycle prices plunged, adds to daily
landfill
Greenwashing: Weyerhaeuser
• World’s largest private owner of timber
• Clear-cut 4 million acres of forests for paper
• Corporate advertising campaign message
says it will “replace natural resources” by
planting 40 million seedlings
• “We’ll never run out of trees.”
Greenwashing: Mobil Oil
• Helping the earth breathe easier campaign
• Focus on financial support for environmental
groups
• Cover-up - Mobil has done nothing to prevent
global warming from refinery toxins
Greenwashing:
Royal Caribbean Cruise Lines
• Ads feature stunning views of spectacular
settings in “Save the Waves” campaign
• Actual fines for dumping waste oil and
toxins into US waters
Nike Campaign for Pre-teen Girls
If you let me play sports…
I will like myself more
I will have more self-confidence
I will be 60% less likely to get breast cancer
I will leave a man who beats me
I will not get pregnant before I want to
I will learn what it means to be strong
Just do it.
Cognitive Dissonance
• Knocks viewer off balance with image of
preteen girls discussion adult subjects
• Poor and minority groups stereotyped
• Nike proposes a solution to restore the
viewer to balance: let me play in Nike
apparel
Public Service?
• Is the campaign for a worthy cause?
• Why preteen girls and not boys?
• Does Nike portray women as more
vulnerable than they are to sell clothing?