Brands, Branding, &
Consumers
How We Define “Brands”

Brand

A name, term, sign, symbol or any other
feature that identifies one seller’s good or
service as distinct from those of other sellers

Any product-based moniker that represents
the relationship between marketer and
consumer
The Nature of Brands

Intangible

Financial value is implicit vs. explicit

Values/meanings consumers associate with
brands are subjective
The Purpose for Branding

To differentiate the product in ways that
distinguish it from its competitors for the
purpose of making money

“…an economic tool that provides value for
its owner and value for its buyer…”
How?




Performance Attributes
Image
Celebrity Endorsers/Personalities
Value-based associations
Goals for Branding

Return on [spending] investment

Long-term equity

Perceived market value

Durability
Factors Consumers Use To Assess
Brand Value

Experience

Brand Messages

Brand Associations

Brand Contacts

Perceptions & Attitudes
And then there’s the consumer…

When the points of brand differentiation are
also important to the consumer, the
opportunity for brand equity improves

Brand equity is “the extra value associated
with a particular brand name”
Factors Driving Brand Equity

Brand Awareness
-

knowledge, familiarity
Brand Loyalty
-consistency of behavior

Perceived worth, value
Controlled Factors Driving Brand
Equity

Brand Associations
- Events
- Spokespersons
- Tag lines

Proprietary Brand Assets



Trademarks
Characters
Patents
Things to Understand About
Brands & Brand Equity
-
Legal ownership does NOT gives a
marketer ‘carte blanc’ privileges to do
what it wills with a brand
-
Consumers will not commit to a brand
ad infinitum despite better alternatives
Things to Understand About Brands &
Brand Equity
-
Successful brands are more about the
people who make them work than about
the entity itself
-
Consumers are collaborators in brand
creation
3 Key Components of Strategic Planning

Brands

Consumers

Communications
How IMC Helps To Build Equity
-
Strategic brand communications should
be used strengthen brand position long
term rather than as a sole support to
short-term efforts.
IMC Planning’s Objective

The objective behind IMC planning is to
develop strategies that resonate with
the consumer
-
Speak to their preferences
Likes/Dislikes
Behaviors
Consequences of Iconic Branding
Efforts



Favorable associations with consumers
They generate “buzz”
The have core consumers with deep
emotional attachments
Paths to Branding

Mind-Share Branding

Emotional Branding

Viral Branding

Cultural Branding
The Core of Iconic Brands

“Identity myths” that resonate with consumers

Based on cultural relevance & story telling

Mythical brand lore is perpetuated by word of
mouth

Consumer’s choice for a brand is anchored in
their need to share in the story myth associated
with that brand
Mind-Share Branding: AmEx

American Express – Karl Malden
http://www.youtube.com/watch?v=1Q_mzLMs9
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http://www.youtube.com/watch?v=V59sfNtBE9
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Emotional Branding: Publix
http://www.youtube.com/watch?v=jHkqGgPpQ
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http://www.youtube.com/watch?v=xOpX0EG_K
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Viral Marketing Ads
Diet Coke + Mentos
http://www.youtube.com/watch?v=9vk4_2xboO
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
Cultural Branding: Corona

Corona Web Site – “Change Your Latitude”
Cultural Branding : Coca-Cola
-
Coca-Cola
http://www.youtube.com/watch?v=6mOEU87S
BTU
http://www.youtube.com/watch?v=xffOCZYX6F
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Cultural Branding: Snapple
http://www.youtube.com/watch?v=yMNR2kwPt
4o
http://www.youtube.com/watch?v=QendADQSV
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