A Brand is any...
term… Coke
name... Coca-Cola
design…
sign…
symbol…
or combination…
…that distinguishes a product from its competition.
Brand Image
A mental image that reflects the way consumers
perceive a brand.


Physical: design, letters, shapes, art, colors
Psychological: emotions, beliefs, values
Characteristics of Good Brand Names
Virginia Slims
Spic and Span
Angel
Duracell
Jiffy
Fruit 'n Fibre
Easy to say and remember
Pronounceable in only one way
Positive in connotation
Communicative of product attributes
Short and distinctive
Legally protectable
Basic Branding Strategies
Manufacturer Brands
Manufacturer Discount
Brands
Private Label Brands
Generics (no brand)
Toothpaste
Mint
Flavor
Toothpaste
Brand Equity
Brand Equity is a set of assets (and
liabilities) linked to a brand’s name and
symbol that adds to (or substracts from)
the value provided by a product or
service to a firm and/or that firm’s
customers.
Categories of Assets
Brand name awareness
Brand loyalty
Perceived Quality
Brand Associations
Other Proprietary Brand Assets (e.g.,
channel relationships, patents,…)
Brand Equity Increases Value
Brand Loyalty
Brand Awareness
Brand
Equity
Value to Customer
Perceived Quality
Value to Firm
Brand Associations
Other Brand Assets
Brand Name Awareness
Anchor to which other associations can
be attached
Familiarity-liking
Signal of substance/commitment
Brands to be considered
Examples:


Coke: seal
DuPont: strategic
Brand Loyalty
Reduced marketing costs
Trade leverage
Attracting new customers


Create awareness
Reassurance
Time to respond to competitive threats
Examples:

Delta ad
Perceived Quality
Reason-to-buy
Differentiate/Position
Price
Channel member interest
Extensions
Examples:


Jack in the box: COPS
American Express
Brand Associations
Help process/retrieve information
Reason-to-buy
Create positive attitude/feelings
Extensions – Gerber Singles
Examples:


Nordstrom: Reinvent
7-Eleven: Belly-flop
Brand Equity and Brand Value
Brand Equity provides value to customers:



Interpretation/processing of information
Confidence in the purchase decision
Use satisfaction
Brand Equity and Brand Value
Brand Equity provides value to firm:






Efficiency and effectiveness of marketing
programs
Brand loyalty
Prices/margins
Brand extensions
Trade leverage
Competitive advantage
Brand Building Inhibitors
Pressure to compete on price
Proliferation of competitors
Fragmenting markets and media
Complex brand strategies and
relationships
Bias toward changing strategies
Bias against innovation
Pressure to invest elsewhere
Short-term pressures
Brand Equity and Brand
Identity
Brand
Identity
Brand
Associations
Brand
Equity
Brand Identity
A brand identity provides direction,
purpose and meaning for the brand. It is
central to a brand’s strategic vision and
the driver of one of the four principal
dimensions of brand equity: associations,
which are the heart and soul of the brand.
Brand Identity
Brand identity is a unique set of brand
associations that the brand strategist
aspires to create or maintain. These
associations represent what the brand
stands for and imply a promise to
customers from the organization
members.
Brand Identity is more than...
Brand image (how the brand is perceived
now)
Brand position (the part of the brand
identity and value proposition to be
actively communicated to a target
audience)
Product attributes
An external perspective (i.e., customerbased)
Brand Identity System
A brand’s identity can be viewed from four
perspectives:




brand as product
brand as organization
HARLEY DAVIDSON SITE
brand as person
brand as symbol
When we view a brand from all these
perspectives, it is easier to
develop/reinforce a Value Proposition,
Credibility and, ultimately, a Relationship
with the customer.
Brand Identity System
Brand Identity
Brand as
Product
Brand as
Organization
Value Proposition
Brand as
Person
Brand as
Symbol
Credibility
Brand-Customer Relationship
Dimensions of Brand Identity
Brand as Product






Product Scope
Product Attributes
Quality/value
Uses
Users
Country of Origin
Timex Ad
Harley Site
Dimensions of Brand Identity
Brand as Organization


Organization attributes (e.g., innovation,
consumer concern, trustworthiness)
Local vs. global
Enbridge Home Services
Harley Site
Dimensions of Brand Identity
Brand as Person


Personality (e.g., genuine, energetic,
rugged,…)
Brand-customer relationships (e.g., friend,
adviser,…)
Chevy Monte Carlo Ad
Harley Site
Dimensions of Brand Identity
Brand as symbol


Visual imagery and metaphors
Brand heritage
Apple Ad
Harley Site
Value Proposition
Functional Benefits: A BMW car handles
well, even on ice.
Emotional Benefits: Excited in a BMW.
Self-Expressive Benefits: Sophisticated
and successful in a BMW.
Brand Position
Brand position is the part of the brand
identity and value proposition that is to be
actively communicated to the target
audience and that demonstrates an
advantage over competing brands


JC Penney’s position
Girl Scouts position
Brand Position
What elements of BI to include?
Candidates:



Core identity: central, timeless essence of the
brand (most unique, valuable aspects)
Points of leverage: specific keys to success
(e.g., Ronald McDonald)
The value proposition: a key benefit part of
the value proposition (functional, selfexpressive,…)
Brand identity & position provide
value
Guides and enhances brand strategy
Improves brand memorability
Provides meaning and focus to the
organization
Provides extension options

Co-branding at Yahoo
In sum, provides:



value proposition
credibility to other brands
basis of relationship