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Transcript of Building Brand
What is a Brand?LawyerOwnerConsumer
These are all great definitions, but we believe the best is this:"A brand is a collection of perceptions in the mind of the consumer."Why is it best? Well, first of all it is easy to remember, which is always useful! But it is also best because it works to remind us of some key points:
This definition makes it absolutely clear that a brand is very different from a product or service. A brand is intangible and exists in the mind of the consumer. This definition helps us understand the idea of brand loyalty and the 'loyalty ladder'. Different people have different perceptions of a product or service, which places them at different points on the loyalty ladder. This definition makes it clear how to build a brand. A brand is built not only through effective communications or appealing logos. A brand is built through the total experience that it offers.
A minister, a priest and a rabbi went for a hike one day. It was very hot. They were sweating and exhausted when they came upon a small lake. Since it was fairly secluded, they took off all their clothes and jumped in the water. Feeling refreshed, the trio decided to pick a few berries while enjoying their "freedom." As they were crossing an open area, who should come along but a group of ladies from town. Unable to get to their clothes in time, the minister and the priest covered their privates and the rabbi covered his face while they ran for cover. After the ladies left and the men got their clothes back on, the minister and the priest asked the rabbi why he covered his face rather than his privates. The rabbi replied, "I don't know about you, but in MY congregation, it's my face they would recognize." Brand Identity
Brand Identity-DefinitionBrand 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 organisation member.
- David Aaker
Creating theBrand IdentityConceptPositioningIdentity Prism
Brand Identity - ConceptWhat are my core values?What do I stand for?How do I want to be perceived?What Personality Traits do I want to project?What are the important relationships in my life?
The Identity StructureCoreIdentityExtendedIdentityCore IdentityWhat is the Soul of the Brand?What are the fundamental beliefs and values that drive the brand?What are the competencies of the organization behind the brand?What does the organisation behind the brand stand for?External Identity
Brand as a PRODUCT-Extended IdentityProduct ScopeProduct AttributesQuality/ValueUsesUsersCountry of Origin
Brand as a ORGANISATION-Extended Identity7.Organisation Attributes (e.g., innovation, consumer concern, trustworthiness)8.Local vs. Global
Brand as a PERSON-Extended Identity9Personality (eg. Genuine, energetic, rugged)
10Brand Customer relationship (e.g. friend, adviser)
BRAND as a SYMBOL-Extended Identity11Visual Imagery and metaphors
Value PropositionFunctional BenefitEmotional BenefitSelf Expressive Benefit
CredibilitySupport other Brands
BrandingA name, term, sign, symbol or design or combination intended to identify the goods/services of a seller and differentiate them from the competitor.A Strategic AssetQuantifiable Balance Sheet Value
Building Brand Value
Brand Customer Relationship
Brands particular vision & aim?What makes it different?What need is the brand fulfilling?What is its permanent nature?What are its value or values?What are the signs that makes it recognisable?
Positioning of a BrandWhy? - Brand Promise and Consumer Benefit AspectFor Whom?- Target AspectWhen? Occasion when the product will be consumedAgainst Whom? CompetitorsA Brand Position is the part of the brand identity and value proposition that is to be actively communicated to the target audience and that demonstrate an advantage over competing brands.
Brand PositioningPositioning a Battle for the MindAl Ries & Jack TroutIdentification, development and communication of a differentiated advantage which makes the product or service to be perceived as superior and distinctive in the prospects mind
Some Positioning MethodsBy benefitBy price v/s qualityBy useBy product userBy product classUsing cultureBy competition
Positioning ProcessDetermine the level (Industry, organisation, product line, brand)Identify the attributesLocate on a positioning mapEvaluate optionsImplement
ExerciseWhy? - For Whom?-When? ...Against Whom?
Twenty top CEOs boarding an airplane are told that the flight that they are about to take is the first-ever to feature pilotless technology. Each one of the CEOs is then told, privately, that the software being used to fly the aircraft is the same one that they use to run their companies. Nineteen of the CEOs promptly leave the aircraft, each offering a different excuse.One CEO alone remains on board the jet, seeming very calm indeed.Asked why he is so confident in this first pilotless flight, and why he isn't afraid of crashing, he replies,"If it's the same software that runs my company's IT systems, then this plane won't even take off."
LACOSTE Identity Prism
Launching Brand NameBrand Name or Product Name?Danger of Descriptive NameTaking the Copy phenomenon into accountTaking Time into accountThinking InternationallyDefining the Brands PlatformWhy must this brand exist? Or What would consumer be missing if the brand didnt exist?Stand Point.From where does the brand speak?
VisionWhat is the brand vision of the product category?MissionWhat specific mission does the brand want to carry out in its market?Know-howWhat is the brand specific know how?TerritoryWhere can the brand legitimately carry out its mission, in which product category?Typical Products or actions.Which product and actions best embody, best exemplify the brands values and visionStyle and languageWhat are the brands stylistic idiosyncrasies?ReflectionWhom are we addressing? What image do we want to render of the clients themselves?
Brand Languageexpress brands ideology, Personality culture, value,
Brand ArchitectureStrategiesProduct BrandCorporate BrandsRetail Brands
Strategic Brand DecisionsBrand ExtensionMulti-Brand StrategiesGlobal Branding
McDonalds Core IdentityCore Identity:Value Offering: Mc Donalds Provide value as defined by the product, special offers, and buying experience given the price.Food Quality: Consistently hot, good-taste at any McDonalds in the worldService: Fast, accurate, friendly and hassle freeCleanliness: The operation are always spotless on both sides of the counterUser: Families and kids are a focus but serves a wide clientele.
McDonalds Extended IdentityExtended Identity:Convenience: McDonals is the most convenient quick-service restaurant located close to where people live, work and gather; feature efficient, time saving service; and serve easy to eat foodProduct Scope: Fast food, Hamburgers, childrens entertainment, Subbrands: Big Mac, Egg Mcmuffin, Happy Meal, Extra Value Meals and othersCorporate Citizenship: Ronald McDonald Childrens Charities, Ronald McDonald HouseBrand Personality: Family oriented, all-American, genuine, wholesome, cheerful, funRelationship: The Ronald McDonald Childrens Charities engender respect, liking and admirationLogo: Golden ArchesCharacter: Ronald McDonald; McDonalds dolls & Toys
McDonalds Value PropositionValue Proposition:Functional Benefits: Good-tasting hamburgers, fries and drinks that provide value; extras such as playgrounds, prizes, premiums and gamesEmotional Benefits: Kids-fun via excitement of birthday parties, relationship with Ronald McDonald and other characters and feeling of special family times; adults-warmth via link to family events and experiences reinforced by the McDonalds emotional advertising
"a name, sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors."
The brand is a 'mental box' and brand equity is"A set of assets (or liabilities) linked to a brand's name and symbol that adds to (or subtracts from) the value provided by a product or service"This is an important point: brands are not necessarily positive!
- David Aaker
A brand is the most valuable real-estate in the world, a corner of the consumer's mind.
"Simply put, a brand is a promise. By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality.