Session 2, creating brand value 2013 2014

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Session 2, creating brand value 2013 2014

  1. 1. B®ANDING ™
  2. 2. Session 2 creating brand value & brand positioning
  3. 3. 1 week ago • introduction to branding • brand awareness, brand knowledge, brand image, brand preference • why brands are important • 6 reasons why we should brand culture & entertainment
  4. 4. homework • Prepare chapter 1 till 3 ‘Strategic brand management’
  5. 5. course outline Week Subject Chapter Keller 1 Introduction in branding: brand management and global course overview, Branding music, events and entertainment 1 2 Creating brand value, Brand positioning 2 & 3 3 Building brand equity, Brand associations 4 & 5 4 Future branding: brand activation 6 & 7 5 Brand research, Brand psychology, Neuromarketing, Measuring brand value 8, 9 & 10 6 Brand strategy, Brand extensions, International branding, Summary 11, 12, 13 & 14
  6. 6. “…the goal of a brand is to establish a monopoly position in the mind of an individual….”
  7. 7. buying books online?
  8. 8. luxury coffee at home?
  9. 9. family weekend?
  10. 10. but how do we do it?
  11. 11. today • strategic brand management process • customer based brand equity • brand image • brand designing vs. brand building • coffee-case • brand positioning
  12. 12. reference: chapter 2 & 3 Keller
  13. 13. “so what does a brand manager do?”
  14. 14. “he/she works with brands”
  15. 15. “he/she creates brands” “he/she supports brands” “he/she analyses brands” “he/she repositions brands”
  16. 16. “but he/she is not a designer”
  17. 17. “he/she is someone who knows a lot about marketing, communication, social media and branding”
  18. 18. strategic brand management process 1. Identifying and establishing brand positioning 2. Planning and implementing brand marketing campaigns 3. Measuring and interpreting brand performance 4. Growing and sustaining brand equity
  19. 19. the book ISBN: 978-90-430-1729-9
  20. 20. “a test”
  21. 21. “a conclusion”
  22. 22. Brand equity No brand vs. Brand X Brand equity ‘…brand equity is built up from positive effects of marketing that can only be directed to the brand…’
  23. 23. customer-based brand equity (CBBE) Brand equity seen from the consumer perspective The power of a brand is a result of: What has the consumer: learned about the brand felt when using the brand seen in combination with the brand heard about the brand
  24. 24. brand knowledge • Consists of: – 1) brand awareness – 2) brand image • Knowledge about a brand: The associative network memory model (the brain is a network of associations, links and nodes, more about this in session 3 and 5)
  25. 25. Possible associations with apple
  26. 26. 1. brand awareness • Consists of: – 1) brand recognition – I’ve seen this before… – 2) brand recollection – I think you are referring to... • Advantages: – Influences the amount, speed and strength of associations to be made – Better chance to be part of the evoked set – Better chance to become the chosen brand
  27. 27. 2. brand image • Building a good brand image: creating strong, positive and unique brand associations • Important: – Personal relevance – Uniqueness – Consistency – Credibility
  28. 28. What’s brand image?
  29. 29. brand image • Brand image is an intangible aspect of the brand • Brand image is about the ways a brand tries to fulfil psychological, social and symbolic needs • It’s the way people think about the brand in a very abstract sense
  30. 30. Summary
  31. 31. “building a strong brand”
  32. 32. building a strong brand 4. Brand relationships: What about us? 3. Brand responses: What I think of you? 2. Brand meaning: What are you? 1. Brand identity: Who are you?
  33. 33. building a strong brand Brand resonance pyramid (Keller)
  34. 34. “building a strong brand is an ongoing process”
  35. 35. Brand designing vs. Brand building Product Brand Identity Brand Designing Brand Building Brand Relations Core Target Creation Building Result
  36. 36. brand design
  37. 37. design
  38. 38. design
  39. 39. what is brand designing?
  40. 40. “…brand design is the creation (!) and the visualization (!) of brands..” source: Brand design, Ruud Boer
  41. 41. choose a name unique, short, easy to say, easy to spell
  42. 42. create a logo design, colour, tagline
  43. 43. always be consistent persistence does pay off
  44. 44. use the right faces celebrity endorsement
  45. 45. give a brand meaning we are this, not that
  46. 46. try to work together give me your brand and you get mine
  47. 47. brand designing and redesigning
  48. 48. a case: starbucks
  49. 49. Starbucks questions: •Look thoroughly at the evolution of the Starbucks logo. •Give a short explanation for the change of the Starbucks logo to as it is today. (you can use the internet in order to find some reasons or come up with some yourself). •Go on and search 3 other examples of logos that recently have been changed. Also give your vision on why you think the specific brands have done this.
  50. 50. an example Commodity: grower Goods: manufacturer Service: coffee corner Experience: premium coffee shop Ultimate: Café Florian, Venice 2 cts per cup 5-25 cts per cup 50 cts - € 1 per cup € 1 - € 4 per cup € 5 - € 10 per cup
  51. 51. progression of economic value commoditization commodities services goods experiences commoditization commoditization customization customization customization
  52. 52. translation progression of economic value = toename van economische waarde customization = maatwerk commoditization = vereenvoudiging commodity = grondstof / bulkgoed
  53. 53. coffee
  54. 54. Functions of brand design 1. Creating extra value 2. Creating difference 3. Communicating promises 4. Creating awareness 5. Creating recognition 6. Communicating basic information 7. Fulfilling other functions • For example ‘Living the brand’
  55. 55. the inner side: A. creation of brands (vormen van merken) the outer side: B. visualisation of brands (vormgeven van merken) Brand desigining:
  56. 56. A. the creation of a brand (inner side) • establishing brand DNA (genetisch) • establishing brand soul (karakter)
  57. 57. A. the creation of a brand (inner side) 1. Brand vision • What does the market look like in 5-10 years? What position does the brand have? 1. Brand mission • What do we have to do to make our vision come true? 1. Brand values • What is unique for our brand? 1. Brand personality • How can we describe our brand as it were a person? How can we describe our brand different to other brands 1. Brand promise • What is the most important promise we have towards the target group 1. Brand core-concept • What is the core of the brand, what is reason the brand exists?
  58. 58. 1. Sight • Which visual aspects make our brand unique? 1. Touch • Which physical aspects make our brand unique? 1. Hear • Which audible aspects make our brand unique? 1. Taste • Which taste makes our brand unique? 1. Smell • Which smell makes our brand unique? 1. Language • Which language does the brand talk? 1. People • Which persons or characters are related to the brand? B. the visualization of a brand (outer side)
  59. 59. • Visualisation through: – Logo – Colours – Fonts – Text – Shape – Material – Lay-out – Visuals (photos, icons, illustrations) B. the visualization of a brand (outer side)
  60. 60. Sight Which visual aspects make our brand unique?
  61. 61. Touch Which physical aspects make our brand unique?
  62. 62. Hear Which audible aspects make our brand unique?
  63. 63. Taste Which taste makes our brand unique?
  64. 64. Smell Which smell makes our brand unique?
  65. 65. Language Which language does the brand talk?
  66. 66. People Which persons or characters are related to the brand?
  67. 67. the inner side: A. creation of brands mental brand identity the outer side: B. visualisation of brands visual brand identity
  68. 68. ‘Het merk-wijzer model’ Source: Brand design, Ruud Boer
  69. 69. brand positioning & brand elements
  70. 70. brand building Building a strong brand: creating strong, positive and unique brand associations
  71. 71. brand positioning “…finding the right location in the mind of the consumer..”
  72. 72. brand positioning and repositioning
  73. 73. brand positioning What you need for brand positioning: 1. Overview of the target group 2. Overview of the most important competitors 3. A) Points of parity regarding competition B) Points of difference regarding competition
  74. 74. Points of parity (POP): •Positive associations a brand shares with its competitors •POPs ensure that brand is accepted within a certain product category
  75. 75. Points of difference (POD) •Positive associations a consumer only connects to one brand •Functional and/or emotional •Similar to a USP
  76. 76. Brand Association Competitor Red Bull Energetic, edgy Pepsi CNN International, breaking NOS IKEA Cheap tasteful design Leen Bakker Twitter Leading conversation, unique ? ? ? ? ? ? ?
  77. 77. PODs must be: – Relevant: consumers must think the difference is relevant to them – Distinctive: consumers must think the difference is distinctive and superior – Credible: consumers must think the difference is credible – Feasible: can the brand really accomplish what it promises – Communicable: are consumers really going to believe the brand when it communicates a certain point of difference – Durable: the point of difference should be defendable
  78. 78. “… it’s easier to create a POP than it is to create a POD…” “…there is a difference between creating a POD and really getting a POD inside the mind of the consumer…”
  79. 79. “…what if your brand has created a strong POD for a certain product category, and you want to make use of this POD for another product category? …”
  80. 80. Laddering Attributes (product features) Benefits (personal values and advantages connected to product features) Values (personal goals)
  81. 81. “…brand laddering involves progression from attributes to benefits to more abstract values. Laddering involves repeatedly asking what the implication of an attribute or benefit is for the customer…"
  82. 82. for instance
  83. 83. Attributes: nicotine Benefits: relaxation, social smoking, belonging to a group Values: tough, relaxed, masculin
  84. 84. core brand associations • Describing the core promise of the brand • 5-10 most important aspects of the brand • By researching consumers / users
  85. 85. core brand associations MTV • Hot and new • Expert • Hip and cool • Honest • Creative • Relevant
  86. 86. a case study
  87. 87. (home)work • prepare chapter 4 and 5 • read the business case • write a short report (max. 500 words) about how you thought the repositioning could have turned out otherwise • use the laddering method on Philips in order to come up with a new product category (let your imagination flow)
  88. 88. questions? /comments
  89. 89. thank you!

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