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Looking inside brands by ri
 

Looking inside brands by ri

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    Looking inside brands by ri Looking inside brands by ri Presentation Transcript

    • LookingInside Brands
    • A Brand is a promise - a guarantee of origin and consistent quality 2
    • Components of a brand Inside Brand the brand outcomes Needs Familiarity Personality Equity Affinity Value Performance Loyalty Benefit 3
    • Analysing a brand identity Extended Core 4
    • Brand Identity Organisation What the brand Origin Personality is like Product scope attributes quality User uses imagery Symbols Brand what Benefits consumerthe brand relationships does 5
    • JWT Brand Essence Funnel: Sunny DelightAttributes Fruity emulsion Fortification SunshineFunctions Gluggable Justifies NaturalisesRewards Absorbed Good ShinyValues Belonging Health ZestPersonality Easy Sparky RighteousVision focus Feel good fruit drink 6
    • Aaker’s Brand Identity System Brand Identity Extended Core Brand as Brand as Brand as Brand as Product Organisation Person Symbol Value Proposition Credibility Brand - Customer Relationship 7
    • Aaker’s Value Proposition Functional Benefits Emotional Benefits Self-Expressive Benefits 8
    • How RI tends to look at Brands Brand Identity Emotional Benefits Self-Expressive Brand as Brand as Brand as Organisation Person Symbol Benefits Functional Identity Benefits 9
    • Brand Personality DimensionsSINCERITY EXCITEMENT COMPETENCE SOPHISTICATIONDown to earth Daring Reliable Upper classFamily oriented Trendy Hard working GlamorousSmall town Exciting Secure Good lookingHonest Spirited Intelligent CharmingSincere Cool Technical FeminineReal Young Corporate SmoothGenuine Imaginative Serious RUGGEDNESSWholesome Unique Leader OutdoorsyOriginal Humorous Confident MasculineCheerful Up to date WesternSentimental Independent ToughFriendly Contemporary Rugged StrongSource: Jennifer Aaker, JMR August 1997 10
    • Example: Intelligent 11
    • Example: Imaginative 12
    • Brand Affinity Dimensions Heritage Bonding Prestige Trust Caring Acceptability Innovation Nostalgia Endorsement 13
    • Tools for the jobImage Affinity Brand Identity Emotional Benefits Self-Expressive Brand as Brand as Brand as Organisation Person Symbol Benefits Functional Identity Benefits 14
    • Coffee Break 15
    • Aaker’s Brand Identity System Brand Identity Extended Core Brand as Brand as Brand as Brand as Product Organisation Person Symbol Value Proposition Credibility Brand - Customer Relationship 16
    • Brand as:Product Organisation Person Symbol1 Product 7 Organisation 9 Personality 11 Visualscope attributes (eg (eg genuine, imagery and2 Product innovation, energetic, rugged) metaphorsattributes consumer 10 Brand- 12 Brand3 Quality/value concern, customer heritage4 Uses trustworthiness) relationships5 Users 8 Local vs (eg friend,6 Country of global adviser)origin Value Proposition Credibility Functional benefits Support other brands Emotional benefits Self-expressive benefits Brand - Customer Relationship 17
    • JWT Brand Essence Funnel: Sunny DelightAttributes Fruity emulsion Fortification SunshineFunctions Gluggable Justifies NaturalisesRewards Absorbed Good ShinyValues Belonging Health ZestPersonality Easy Sparky RighteousVision focus Feel good fruit drink 18
    • Kapferer’s brand identity prism Picture of Sender Physique Personality Relationship Culture Reflection Self-image Picture of Recipient 19
    • Lacoste identity prism Quality shirt Tennis Discreet Golf Without fancy Sportswear Crocodile Physique PersonalitySocial conformity Lacoste Individualismand distinction Relationship Culture Aristocratic ideals Classicism Customer’s Customer’s reflection self-projection Neither hyperfeminine nor hypermasculine Belonging to a club Transgeneration 20