Building Brand

What is a Brand?

Lawyer

Owner

Consumer

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-Definition

Brand Identity is a unique set ofbrand associations that the brand strategist

aspiresto create or maintain.

These associations represent what the brand stands for and imply

a promise to customers fromthe organisation member.

- David Aaker

Creating theBrand Identity

Concept Positioning Identity Prism

What 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?

Brand Identity - Concept

The Identity Structure

CoreIdentity

ExtendedIdentity

Core Identity

• What 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

Extended Identity

ExtendedIdentity

Organisation

Person

Product

Symbol

Brand as a PRODUCT-Extended Identity

1. Product Scope

2. Product Attributes

3. Quality/Value

4. Uses

5. Users

6. Country of Origin

Brand as a ORGANISATION-Extended Identity

7. Organisation Attributes (e.g., innovation, consumer concern, trustworthiness)

8. Local vs. Global

Brand as a PERSON-Extended Identity

9 Personality(eg. Genuine, energetic, rugged)

10 Brand Customer relationship(e.g. friend, adviser)

BRAND as a SYMBOL-Extended Identity

11 Visual Imagery and metaphors

12 Brand Heritage

Value Proposition

Functional BenefitEmotional BenefitSelf Expressive Benefit

Credibility

Support 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

Brand Facets

Positioning Proposition Personality Values Identity

DIFFERENTIATION ESTEEM

RELEVANCE FAMILIARITY

VITALITY STATURE

VALUE

Building Brand Value

Brand Customer Relationship

Brand’s 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 Brand Why? - Brand Promise and

Consumer Benefit Aspect

For Whom?- Target Aspect

When? – Occasion when the product will be consumed

Against Whom? – Competitors

A 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.

Wh

y

Aga

inst

wh

om

Wh

en

For

wh

om

Brand Positioning

Brand Positioning

Positioning a Battle for the Mind

Al Ries & Jack Trout

Identification, development and communication of a differentiated advantage which makes the product or service to be perceived as superior and distinctive in the prospect’s mind

Some Positioning Methods

By benefit By price v/s quality By use By product user By product class Using culture By competition

Positioning Process

Determine the level(Industry, organisation, product line, brand)

Identify the attributesLocate on a positioning mapEvaluate options Implement

Exercise

Why? - ………………

For Whom?-……… When? – .……………..

Against Whom? – ………………

Identity PrismPICTURE OF SENDER

PICTURE OF RECIPIENT

EX

TE

RN

AL

ISA

TIO

N

INT

ER

NA

LIS

AT

ION

Physique Personality

Reflection Self-image

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

Physique Personality

Reflection Self-image

LACOSTERelationship

Culture

Quality ShirtTennisGolfSportswearCrocodile

Discreet without Fancy

IndividualismAristocratic idealsClassicism

SocialConformityAnddistinction

Neither hyper feminineNor hyper masculineTransgeneration

Belonging to a club

Hair&

Care

Exercise

Launching Brand Name

– Brand Name or Product Name?– Danger of Descriptive Name– Taking the Copy phenomenon into account– Taking Time into account– Thinking Internationally– Defining the Brand’s Platform

• Why must this brand exist? Or What would consumer be missing if the brand didn’t exist?

• Stand Point.

• From where does the brand speak?

• Vision• What is the brand vision of the product category?• Mission• What specific mission does the brand want to carry out in

its market?• Know-how• What is the brand specific know how?• Territory• Where 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 brand’s values and vision• Style and language• What are the brand’s stylistic idiosyncrasies?• Reflection• Whom are we addressing? What image do we want to

render of the clients themselves?

Brand Language– express brand’s ideology, Personality

culture, value,

Brand Recognition

Brand Architecture

StrategiesProduct BrandCorporate BrandsRetail Brands

Strategic Brand Decisions

Brand ExtensionMulti-Brand StrategiesGlobal Branding

McDonald’s Core Identity

Core Identity:– Value Offering: Mc Donald’s Provide value as

defined by the product, special offers, and buying experience given the price.

– Food Quality: Consistently hot, good-taste at any McDonald’s in the world

– Service: Fast, accurate, friendly and hassle free

– Cleanliness: The operation are always spotless on both sides of the counter

– User: Families and kids are a focus but serves a wide clientele.

McDonald’s Extended Identity

Extended Identity:– Convenience: McDonal’s 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 food

– Product Scope: Fast food, Hamburgers, children’s entertainment,

– Subbrands: Big Mac, Egg Mcmuffin, Happy Meal, Extra Value Meals and others

– Corporate Citizenship: Ronald McDonald Children’s Charities, Ronald McDonald House

– Brand Personality: Family oriented, all-American, genuine, wholesome, cheerful, fun

– Relationship: The Ronald McDonald Children’s Charities engender respect, liking and admiration

– Logo: Golden Arches– Character: Ronald McDonald; McDonald’s dolls & Toy’s

Value Proposition: Functional Benefits: Good-tasting hamburgers,

fries and drinks that provide value; extras such as playgrounds, prizes, premiums and games

Emotional 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 McDonald’s emotional advertising

McDonald’s Value Proposition

"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

http://www.buildingbrands.com/definitions/02_brand_definition.shtml

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.

-Walter Landor