Branding
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“The principles that build and maintain strong brands still hold true, but sometimes we forget that people are really at the center of it all”. Jez Frampton Global Chief Executive Interbrand The above information may be protected by copyright law and it is only supplied for educational purposes. The information may not be reproduced or distributed.
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Transcript of Branding
“The principles that build and maintain strong brands still hold true, but sometimes we forget
that people are really at the center of it all”.
Jez Frampton Global Chief Executive Interbrand
The above information may be protected by copyright law and it is only supplied for educational purposes. The information may not be reproduced or distributed.
Branding
The above information may be protected by copyright law and it is only supplied for educational purposes. The information may not be reproduced or distributed.
Spot the differences.
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The bar on the left side is simple, it carries no name, no celebrity endorsement, no fancy tagline. It is unbranded! So what is a brand?
Branding is a..
A Name?
A Logo?
A Celebrity?
A Tagline?
A Color? The above information may be protected by copyright law and it is only supplied for educational purposes. The information may not be reproduced or distributed.
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But these are all tangible factors
Yes No
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Yes Branding does include all the identified elements plus many more.
Includes the Intangible factors too
• Branding is a promise to deliver on a specific experience.. it is the story, image and personality of the business.
• It is what people think about when a product, service or business is mentioned.
http://www.slideshare.net/wecreatebrands/what-is-branding-24858373?from_search=6 accessed on 09/12/2013
The above information may be protected by copyright law and it is only supplied for educational purposes. The information may not be reproduced or distributed.
Brand is a synthesis of
Physical Aesthetic
Rational Emotional
Murphy J; “Branding”, Emerald Blackfiles 2007, pg 4-8. The above information may be protected by copyright law and it is only supplied for educational purposes. The information may not be reproduced or distributed.
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A combination of these elements give the consumer a REASON to choose one brand over the other.
Brand Value Pyramid
Ref: http://stevensonfinancialmarketing.wordpress.com/2012/07/20/using-a-message-map-to-pitch-your-product/ accessed on 09/12/2013.
The above information may be protected by copyright law and it is only supplied for educational purposes. The information may not be reproduced or distributed.
The above information may be protected by copyright law and it is only supplied for educational purposes. The information may not be reproduced or distributed.
BRAND EQUITY
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Branding Concepts
http://www.managementstudyguide.com/brand-management.htm accessed on 09/12/2013 The above information may be protected by copyright law and it is only supplied for educational purposes. The information may not be reproduced or distributed.
Branding Concepts
http://www.managementstudyguide.com/brand-management.htm accessed on 09/12/2013 The above information may be protected by copyright law and it is only supplied for educational purposes. The information may not be reproduced or distributed.
The above information may be protected by copyright law and it is only supplied for educational purposes. The information may not be reproduced or distributed.
The Importance of Branding
Murphy J; “Branding”, Emerald Blackfiles 2007, pg 4-8. The above information may be protected by copyright law and it is only supplied for educational purposes. The information may not be reproduced or distributed.
Brand Lifecycle
If brand managers do not invest resources in constantly
improving their offerings it will eventually result in the
death of the brand.
http://www.writeawriting.com/business/product-life-cycle-plc-stages-development-process/ accessed on 09/12/2013.
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How to keep a brand alive?
Continuous Research
Market Needs
Innovate and Develop new
offerings
Brand Extensions Differentiate
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Success Stories • Intel has successfully branded
its processers as one of the best.
• To the consumer an Intel processor means efficiency.
• Hence PC manufacturers insert this sticker on their products, testifying the superior quality of their offering.
Ref: Norris D; ““Intel Inside” BRANDING A COMPONENT IN A BUSINESS MARKET”, Vol. 8 Iss: 1, pp.14 - 24
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current “Intel Inside” campaign, an ingredient branding strategy being employed by the Intel Corporation, a supplier of microprocessor chips to the personal computer industry. Intel's efforts represent a particularly demanding test of ingredient branding because both the PC industry and those which supply it are both technology-driven and extremely price competitive. Despite these obstacles, Intel appears to be making its investment work.
Success Stories • Lux positioned their product
as the perfect synonym to beauty.
• From signing Katrina Kaif as their Brand Ambassador to hosting the Lux style awards, they reminded audiences that Lux is a product of beauty, style and exquisiteness.
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Tips for launching a successful campaign
1. • Money can’t replace time.
2. • This is NOT the time to be subtle.
3. • Plan for multiple touch points.
4. • Think efficiency before effectiveness.
5. • Don’t just set it and forget it.
Ref: http://www.marketingevolution.com/five-tips-for-launching-a-successful-brand-campaign/ accessed on 09/12/2013.
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Tip #1: Money can’t replace time When you set off on a large brand repositioning campaign, you know it’s going to take a lot of weight to get your message across. But one mistake to avoid is trying to accelerate that change by investing too much money at the very start of a campaign. Although frequency is critical in driving change, so is message duration. Instead of wasting money by building frequency too fast, use that money to build a consistent message over time, giving consumers time to absorb your new positioning. �Tip #2: This is not the time to be subtle Consumers cannot take away multiple messages from one ad. At best, they will walk away with the explicit primary message or call to action. But don’t expect consumers to pick up on a secondary message, or make the connection between an abstract concept and your brand. Successful brand campaigns make it easy for consumers to know something is new. Advertisers must connect the dots for consumers. Tip #3: Plan for multiple touch-points In the case of advertising brand campaigns, synergy works. Consumers who are exposed to multiple touch-points (e.g. television, print, digital, social, out of home) are more likely to be positively influenced by your campaign. By ensuring that you spread your spend across a couple of different media vehicles, you not only drive the message home to consumers, but you also lessen the risk of hitting saturation with any single media type. Tip #4: Think efficiency before effectiveness It’s going to take a lot of exposure to your campaign for a consumer’s perception to change. Generating adequate frequency over time is a key reason that campaigns are successful. Before you buy those high-profile sports events or prime time premieres, make sure you have a steady foundation of frequency building media. Cable TV is a great vehicle to accumulate exposures at a lower cost across a broad audience. Adding sports or high-impact prime can help you reach a wider audience once that foundation is set. Tip #5: Don’t just set it and forget it In order to have the confidence that your campaign is working, put in place a measurement mechanism that can give you real time feedback. You will be able to let key stakeholders know the campaign is making progress. You can also use those learnings to improve the campaign while it is still running. You have invested tens of millions of dollars to create and run the campaign. Real-time knowledge can give you the conviction to see it through.
Emotional Branding – Ten Commandments
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