Class 2: Branding
Content
What is a brand?
To Understand Branding Issue
How to Create and Maintain Brand
Brand Position
Communication and Branding
What is a Brand?
brand: “A perception resulting from experiences
with, and information about, a company or a line
of products.”
brand messages: all the information and experiences that impact how
customers and other stakeholders perceive the brand
marketing communications: how to create, deliver, manage, and evaluate
brand messages
What is branding?
“You are...”
Branding: The process of creating a brand
message and image that engages the ‘hearts’ and
‘minds’ of customers
“I am...”
Why brand is important?
The Power of Brand
Identical cereals tasted by consumers:
59% Chose Kellogg’s
VS.
41% Chose No Brand
Identical TV sets examined by consumers:
VS.
Consumers willing to pay $75 more for Hitachi
than GE
BRANDING ISSUE
•BRAND
•BRAND MESSAGE/ BRAND COMMUNICATION
•BRAND IDENTITY/ BRAND IMAGE
•BRAND KNOWLEDGE
•BRAND EQUITY
What are they?
BRAND MESSAGE/BRAND COMMUNICATION
http://www.pardot.com/blog/how-to-create-brand-messaging-that-really-resonates/
http://www.creativebloq.com/infographic/40-brand-logos-hidden-messages-101413222
Brand Identity & Brand Image
“You are...”
brand identity: what
the brand stands for; the
way it is describe in
which all characteristics
and actions can be
traced back
“I am...”
brand image: the
customers’
perception of brand
identity
Brand Image
The types of associations that come to
the consumer’s mind when
contemplating a particular brand
Type of Brand Associations
Attributes
Product-Related
(e.g., color, size,
design features)
Benefits
Functional
Symbolic
Non-Product-Related
(e.g., Price, Logo
User and Usage Imagery)
Brand Image related
to evaluation of
attribute
and benefit
Experiential
Overall evaluation
(Attitude)
Attribute + Benefit
Brand Awareness
An issue of whether a brand name comes to
mind when consumers think about a
particular product category and the ease
with which the name is evoked
Recognition?
Recall?
Brand recognition
do they recognize our brand?
Brand recall
can they bring our brand back from memory?
furniture
? ?
?
fast food
?
car
shampoo
tissue paper
?
Brand Knowledge:
Origin of Brand Equity
Brand
Recognition
Brand
Awareness
Brand
Knowledge
Brand
Image
Brand
Recall
non-product
related
Attributes
product
related
Brand
Associations
Benefits
Uniqueness
of Brand
Association
Overall
Evaluation
& Attitude
functional
symbolic
experiential
Brand Equity
Brand Equity: A set of characteristics unique to a brand, which allows
the company the opportunity to charge a higher price and retain a market
share that is grater than would otherwise be expected for an
undifferentiated product.
intangible difference...
Dissuade consumer from looking for a cheaper product.
How to enhance
brand equity...
1. Broadening distribution
2. Brand extensions/ flanker brand
3.Co-branding
4. Brand licensing
How to enhance
brand equity...
1. Broadening distribution
Example: Starbucks’ whole bean/ ground bean packages
How to enhance
brand equity...
2. Brand extensions/ flanker brand
Extension of an existing brand to create another product or brand with increased
market share. The new product may be a different size, flavor, or type but still falls
within the same category of products.
Source: http://www.businessdictionary.com/definition/flanker-brand.html#ixzz3xO32XQSf
Example: P&G Company
How to enhance
brand equity...
3.Co-branding
Example: Walls & Oreo, M&M, Hersheys, Chips
Ahoy/ Nike- apple running sensor
How to enhance
brand equity...
4. Brand licensing
Example: Using the brand name or logo of well-known brand on a
wide range of products of another brand
How to create & maintain brands?
1
Determine brand
position
2
Develop brand identification
Create brand image
1. Determine Brand position
brand position: the standing of a brand in comparison with
competitors in customers’ minds
Source: http://www.slideshare.net/ru2dstudio/240496-project-development-21aug09-slides
Positioning Map
positioning map:
(perceptual mapping)
mapping technique
that indicates how
customers perceive
brands on the basis
of various criteria
Mid price
Higher price
Japanese RestaurantsPositioning Map
Buffet
Generalist
Specialist
Positioning Strategies
Category possible when a brand
Positioning defines, creates or owns a
category
Auto sleeper, WINCHCOMBE, it born to be
car-home
Image
Positioning
based on element that is
unique to your brand (can
be tangible & intangible)
Pre-emptive positioning based on a
Positioning generic feature that
competitors haven’t
talked about
Unique product
feature
Positioning
based on created
associations with
your brand
Benefit
Positioning
based on advantages
that allow a product
to satisfy needs,
wants, desires
2. Develop Brand
Identification
Choose and select your brand identity:
Brand elements include brand names, symbols,
logos, slogans, packaging, etc.
3. Create
Brand Image
An impression created by brand messages &
experiences of a brand. Like a personality...
How Brand
Communication
Works
Brand Touch Points
Unexpected customer touch point
Intrinsic customer touch point
Company created customer touch point
Customer initiated customer touch point
The end