SOCIAL MEDIA
AND
BRANDING
Matti Helelä, Senior Lecturer
Suvi Kalela, Senior Lecturer
Tuula Kauhanen, Senior Lecturer
HAAGA-HELIA University of Applied Sciences
YOUR OWN TOP
OF
MIND BRANDS
 Please
list five
brands
coming
first to
your
mind.
2
WHAT DO YOUR BRANDS STAND
FOR?
 Use one word to describe.
 For example
 Volvo = safety
 Fairy = efficiency
3
STRONG BRANDS CAN LIVE FOREVER
 … even if the physical product takes a new form
4
ANYTHING CAN BE MANAGED
AS A
BRAND
5
VIRTUAL BRANDS
Habbo (Hotel)
6
CAN THESE BE BRANDS?
Boullabaisse
7
Copyright Tuula Kauhanen May 2009
8
9
Interbrand 2010.
http://www.interbrand.com/best_global_brands.aspx
10
BRAND VALUE CALCULATION (INTERBRAND)
Financial analysis
Forecasted current and future revenue specifically
attributable to the brand
Role of brand analysis
A measure of how the brand influences customer
demand at the point of purchase
Brand strength analysis
A benchmark of the brand’s ability to secure ongoing
customer demand (loyalty, repurchase, retention)
Brand value
11
MEJORES MARCAS
ESPAÑOLAS
2009 (INTERBRAND)
12
CARACTERÍSTICAS
DE LAS MEJORES MARCAS





ESPAÑOLAS
Internacionalización
Innovación
Adaptación a los nuevos patrones de consumo
Haciendo una propuesta relevanta para el consumidor
Etc.
13
FINNISH PEOPLE LOVE THESE BRANDS
14
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.
15
…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.
16
VESPA(©2009 Matti Helelä)
My Vespa es un vehiculo fabuloso
Yo estoy orgulloso
Mi Vespa es fantástica
Casi mágica
My Vespa is gorgeous
Its beauty is enormous
It's shiny and red
With more beauty than can be said
17
WHAT IS
A
BRAND?
18
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.
19
BRAND DEFINITION
BY
AMA
 Brand = name, term, sign, symbol, or design or a
combination of them, intended to identify the goods or
services of one seller o group of sellers and to
differentiate them from those of competitors.
20
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.
21
BRAND IDENTITY
AND
BRAND IMAGE
 Brand models







Aaker (Brand identity)
Gad (Four dimensions)
Knapp (Brand mindset)
Kunde (Brand religion)
Kapferer
Ind (Internal branding)
Keller
22
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
23
SOCIAL MEDIA REVOLUTION
24
MARKETING
BEYOND
CONTROL
 Fans, freaks, fakes and we others – marketing beyond
control
Alf Rehn
25
CHATTER
 “There is no manager more powerful than
consumption, nor, as a result, any factor more powerful
– albeit indirect – in production than the chatter of
individuals in their idle hours.”
Gabriel Tarde (1843–1904)
26
SOCIAL MEDIA
 Process where individual and groups build mutual
meanings through content, communities and web
technologies.
(Wikipedia)
27
TARDE
AND
WORD
OF
MOUTH
 Small is big
(Alf Rehn)
28
OK GO
29
Embedding allowed (against the principles of EMI)
SHOULD THE COMPANIES BE INVOLVED?
 Fear of not being involved, when you should be
 Fear of being involved with nonsense, if you are there
(Alf Rehn)
30
WHAT
IS
SOCIAL
MEDIA
GOOD
FOR?
31
SOCIAL MEDIA  BRAND
 “Social media can strengthen the brand if it is strong in
the first place.”
(Titus Arce 2010)
32
WORD
OF
MOUTH
 Average person: 114 discussions daily
 Opinion leaders: 155 discussions
 15% of discussions include commercial topics
 60% of all adults regularly share their opinions about
products and services with friends and family
(Mikko Siukosaari / Drum Communications Inc.)
33
WOM
VS
VOM MARKETING
 Word of Mouth = Customers or potential customers
discussing (about the brand) face to face, over the
phone or on the Internet
 WOM marketing = systematic influence on WOM
(Mikko Siukosaari / Drum Communications Inc.)
34
NATURAL
OR
BOUGHT WOM
 Natural WOM
 Bought WOM
 Based on compensation
(Mikko Siukosaari / Drum Communications Inc.)
35
NOT SO DIFFICULT
 Do more than you promise
 Start by promising less
 Be honest
 Don’t insist, don’t explain, and, above all, don’t lie (even a bit)
 Be bold
 Do something unusual, even once a year
(Mikko Siukosaari / Drum Communications Inc.)
36
DO THIS
 Ask for help
 People will help you for free
 Ask for opinions
 People will explain for free
 Participate in the discussion
 Reply when asked
 Participate when they talk
 Clarify where, who and what
37
(Mikko Siukosaari / Drum Communications Inc.)
38
39
IMPORTANT
 In the past: Technology (steam engine / social media)
 Cultural change
 Now: Cultural change  Technology
 Example: Artek is interested in people’s stories
(Alf Rehn)
40
EVERYONE HAS
A
WORD
 Every consumer is a critic (“This is how I was treated”)
 The company can no longer control its marketing
communications
 Involve people  Stories  Atmosphere of caring
(Alf Rehn)
41
42
43
44
REVIEW SOCIETY
 What do people write about your company and brand?
 What does the community say about your company and
brand?
(Alf Rehn)
45
MEANINGFUL WORD
OF
MOUTH
 They (the public) define us, we don’t define them
(Alf Rehn)
46
MACHO MARKETING
 Technology rules
 Macho garbage
 The logic is “The biggest is the best”
 winning, positioning, market share, penetration
(Alf Rehn)
47
FEMINIZATION
OF
STRATEGY
Caring (as opposed to controlling)
Understanding the customers’ wishes and desires
Aiming at partnership
Allowing
Softer strategy
Example:
EMI wanted to control the content
 OK Go had a softer, caring approach






(Alf Rehn)
48
FROM MANAGEMENT
TO
FANAGEMENT
 Make it easy to be a fan
 People want to be fans
 Give the fans the tools to be a fan
 The fan becomes meaningful to your brand
(Alf Rehn)
49
LADY GAGA
 Involve the fans in the creation of promotional material
50
BAKED
IN
 Involving the fans in product/brand development
(Alf Rehn)
51
TRANSPARENCY
 No censorship
 Creates trust
 The fans may respond and defend the
company/brand: the fans are a resource
(Alf Rehn)
52
LIVE
WITH THE
FANS
 Engage
 Equip
 Exit
(Alf Rehn)
53
Visit Finland as the Challenger Brand of Travel
Marketing
Jaakko Lehtonen
Director General, Finnish Tourist Board
54
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.
55
SAMPLES
OF
PROMOTIONAL CAMPAIGNS
56
57
58
FINLAND
59
60
61
62
63
64
65
66
ENGAGE
 Weston Hotel  beds
 Other hotel  fish bowls / aquariums
 Small things matter
(Alf Rehn)
67
EQUIP
 Give your fans the tools to create their stories
(Alf Rehn)
68
EXIT
 Step out of the control
 Be brave 
Leave the communication where it happens anyway
Don’t be afraid of what the fans are saying
(Alf Rehn)
69
LOVING
THE
FREAKS
 Fan book in Facebook?
 Creating a page for anti fans?
 The chance to hate the company
 Who hates and who defends the company?
 Should the fans create the fan book?
 Involve the freaks
(Alf Rehn)
70
MULTICHANNEL WORD




OF
MOUTH
Cultural change  Many channels
Fans’ channel
Anti fans’ channel
The channel is a medium of its own, with its own
genuine culture
(Alf Rehn)
71
CHIEF CULTURAL OFFICER
 Marketing manager  Chief Cultural Officer
(Alf Rehn)
72
IMPORTANT
 The time of control is over  Create a new world
 Involve (Lady GaGa)
 Feminize your strategy
  These are the keys to success.
 Enable the communication
 Make it possible to be a fan
(Alf Rehn)
73
SELF-SEGMENTATION
 Customers segment themselves into communities,
based on




Common characteristics
Passions
Interests
Needs
 Listen direct insights, product development
guidance, shortcomings
 Participate in brand and other conversations
(Nick Wreden)
74
PROSUMER
 Consumer  Prosumer
75
FROM HOMO SAPIENS
(Teemu Arina)
TO
HOMO CONNECTUS
76
(Teemu Arina)
77
FUTURE LEARNING
 In interaction
 Knowledge is not power
 Sharing the knowledge is power
(Teemu Arina)
78
COLLABORATIVE CO-CREATION
(Teemu Arina)
79
INTERACTIVE VALUE CREATION
 Complex value creation is not
possible without interaction
(Esko Kilpi)
 Products are discussions.
(Teemu Arina)
80
SOCIAL MEDIA
(©2010 Matti Helelä)
I have an idea
Of the social media
It’s collaboration
For interactive value creation
Sharing knowledge is power
Instead of holding the tower
Involve your fans
To build your brand
81
REDES SOCIALES
(©2010 Matti Helelä)
En las redes sociales
Las interacciones virtuales
Son colaboración
Para crear valor
Información no es poder
El compartirla lo es
Activa a los fans a construir
La marca para subir
82
HOW
TO
EDUCATE FUTURE TEACHERS?
83
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
84
BRAND IDENTITY




Brand
Brand
Brand
Brand
as
as
as
as
a product
an organisation
a person
a symbol
85
Source: David A. Aaker
BRAND IDENTITY
 Value proposition
 Functional benefits
 Emotional benefits
 Self-expressive benefits
 Credibility
 Relationship
86
Source: David A. Aaker
FUNCTIONAL BENEFITS (WHAT IS








THE
BRAND?)
VW: German engineering
BMV: The ultimate driving machine
Abbey National Bank: A special kind of security
Xerox: The digital document company
3M: Innovation
Banana Republic: Casual Luxury
Compac: Better answers
Lexus: Without compromise
87
EMOTIONAL AND SELF-EXPRESSIVE BENEFITS
(WHAT DOES THE BRAND DO?)








American Express: Do more
Pepsi: The Pepsi generation
HP: Expanding possibilities
Apple: The power to be your best or Think different
Sony: Digital dream kids
Schlumberger: The passion of excellence
Nike. Excelling or Just do it
Microsoft: Hep people realize their potential
88
EMOTIONAL
AND
SELF-EXPRESSIVE BENEFITS
 Emotional
 The brand makes the person feel something during the
purchase or use
 Self-expressive
 The brand provides a vehicle by which a person can proclaim a
particular self image
89
Virgin
90
www.virgin.com
VIRGIN BRAND IDENTITY
 Brand essence: Iconoclasm
 Core identity
 Service quality
(best-of-category quality delivered with humor and flair)
 Innovation
(first with truly innovative, value-added features and services)
 Fun and entertainment
 Value for money
(in all its offerings, not just the high-priced option)
91
VIRGIN BRAND IDENTITY
 Extended Identity
 Underdog
(fighting the established bureaucracy)
 Personality
(flaunts the rules, sense of humor, even outrageous, underdog
willing to attack the establishment, competent, always does
good job, high standards)
 Virgin symbols
(Branson and his perceived lifestyle, Virgin blimp, Virgin script
logo)
92
VIRGIN BRAND IDENTITY
 Value proposition
 Functional benefits
(A value offering with quality, plus innovative extras delivered
with flair and humor)
 Emotional benefits
(Pride in linking to the underdog with an attitude)
 Self-expressive benefits
(Willingness to go against the establishment, to be a bit
outrageous)
Relationship: Customers are fun companions!
93
94
Thomas Gad: 4-D Branding
95
Copyright Tuula Kauhanen May 2009
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.
 Thespiritual dimension is the perception of global or
local responsibility.
 The mentaldimension is the ability to support the
individual mentally.
96
BRAND POSITIONING – THREE CORNERSTONES
97
THREE APPEARANCES
OF THE
BRAND
98
ALL
THE
TOUCH POINTS
 The brand should speak the same language
and keep the brand promise.
99
BRAND COMMUNICATION
 Planned communication
 Advertising, sales promotion, PR, personal selling, direct
marketing, social media
 Product communication
 Service communication
 Unplanned communication
 Remember the five senses!
100
VISUAL IDENTITY
101
VISUAL IDENTITY
102
www.finnair.fi
BRAND STRATEGY
103
THE MOST POWERFUL IMPACT IS MADE
PEOPLE
BY
104
SOURCES
Brands








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.
105
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.


Interbrand 2010. www.brandchannel.com.
Interbrand 2010. www.interbrand.com.



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.


106
SOURCES
Social Media








Arina, Teemu 2010. tarina.blogging.fi.
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.
MarketingSherpa 2010. Social Media Marketing Benchmark Survey, Nov. 2009.
Rehn, Alf 2010. www.alfrehn.com.
Siukosaari, Mikko 2010 / Drum Communications Inc.
Wreden, Nick 2009. The Promise of “Self-segmentation”. http://www.strategybusiness.com/article/00004?gko=1d7b1.
107
THANK YOU
 Gracias
 Danke
 Kiitos
108