What is branding
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What is branding

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The earliest known form of "branding" was a mark burned onto the skin with a hot iron, used to punish and identify criminals.

The earliest known form of "branding" was a mark burned onto the skin with a hot iron, used to punish and identify criminals.

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What is branding What is branding Presentation Transcript

  • WHAT IS BRANDING
  • HOW DID IT ALL START?
  • YOU’RE THE GUILTY ONE!
    • The earliest known form of “Branding” was a mark burned onto the skin with a hot iron, used to punish and identify criminals.
    • Used from the middle ages right through to the 15 th and 16 th centuries.
  • I OWN IT.. IT’S MINE!
    • Later it was a mark burned on to the hide of an animal, or an item of value to show who owned it, e.g. branding or burning of an owner’s mark on to the hide of cattle.
    • Branding in history was an attempt to use a logo, mark or symbol to :
      • Show ownership
      • Differentiate one from another
      • Demonstrate wealth
      • Project power/influence
  • MINE!
    • It was simple, powerful, and effortlessly distinguished one from another .
    • Other forms of early Branding was the use of a personal seal whose image was imprinted on hot sealing wax for documents, important letters, agreements etc.
  • BRANDING TODAY
  • DEFINITION OF BRANDING
    • Branding is the art and science of of creating an individual identity for a product or service, to differentiate it from all its competitors.
    • It involves the study and development of a Brand’s functional and intangible aspects that can be used to build a Brand personality which creates an emotional bond between consumers and the Brand.
  • SO WHAT IS A BRAND?
    • A BRAND is represented by a name , a logo and graphic presentation of what it stands for.
    • A BRAND must evoke associations , performances, expectations and preferences ….. If its is just a brand name, then it fails as a brand.
    • A Brand is made up these key elements:
      • Features : specifications, physical performance, often referred to as Brand attributes
      • Benefits : the needs and wants the Brand will satisfy for those who use it. E.g. whiter teeth with Clean & White toothpaste, more moisturizing with the Dove bar, cleanser etc.
    • Values : often also called Brand personality traits . They are not tangible , but they are the associations consumers have about a Brand, e.g. fun, optimism, etc.
    • A Brand’s values are the key differentiator of Brands in a generic, crowded marketplace.
  • A BRAND IS AN ASSOCIATION OF EXPERIENCES
  • A BRAND IS AN ASSOCIATION OF EXPERIENCES
  • BRAND EXPERIENCE
    • Consumers experience a Brand through its various touch points :
      • Product quality - Counter service
      • After-sales service - Sales & marketing
      • Communications - Phone enquiries
      • Retail/merchandising
      • Distribution
  • Communications Phone Sales & Marketing Product Quality After Sales Service Counter Service Retail display Distribution BRAND EACH TOUCH POINT DELIVERS A BRAND EXPERIENCE
  • WHAT IS NOT BRANDING
    • Any ONE of the Brand’s Touch Points developed in an individual manner is NOT Branding. The following examples do NOT constitute Branding :
      • A new Corporate Identity Exercise
      • A Brand Communication Plan
      • A Marketing Plan
      • A Promotions Proposal etc.
  • WHAT IS A STRONG BRAND
    • A strong brand has measurable qualities which set it apart :
      • Positive Attributes
      • Tangible Benefits
      • Company values
      • Unique Personality Traits
      • Typical Users
      • Brand Equity
  • POSITIVE ATTRIBUTES
    • A strong Brand should trigger in the consumer’s mind certain attributes, i.e. qualities of the Brand.
    • Mercedes Benz as a Brand of car triggers a picture of a well engineered car that is durable, rugged, well designed, refined and expensive . These are the positive attributes of Mercedes Benz as a strong Brand.
  • TANGIBLE BENEFITS
    • A strong Brand should suggest benefits, not just functional brand features. Benefits are what the consumer will enjoy from using the Brand.
    • Mercedes Benz triggers the benefits of a well performing car that is enjoyable to drive and prestigious to own.
  • COMPANY VALUES
    • A strong Brand should reflect values which the company holds dear.
    • Mercedes Benz is proud of its quality engineers, engineering innovations and the efficiency of its operations .
    • Every car reflects these qualities
  • UNIQUE PERSONALITY TRAITS
    • A strong Brand should exhibit personality traits like that of a person.
    • If Mercedes Benz were a person it would be over 35, serious, well organized, driven, somewhat authoritative , discerning, perfectionist….
    • If it were an animal, it would be likened to a lion and its implied personality.
  • TYPICAL BUYERS
    • A strong Brand should suggest the kinds of people who would buy it.
    • Mercedes Benz would draw buyers who are older, successful professionals and businessmen , who are affluent .
  • BRAND EQUITY
    • A strong Brand has Brand Equity which is a set of assets owned by the Brand that adds to its value:
      • Brand name awareness e.g. Nike, Nokia, Apple, Federal Express, Virgin.
      • Brand loyalty , when consumers make a conscious effort to choose a brand and will search the market for it, e.g. a consumer’s attachment to his brand of cigarettes
      • Perceived quality , i.e. customers believe that McDonald’s burgers are fresh, tasty and are served up really fast.
      • Brand associations , where consumers can associate emotional benefits to a brand, e.g. SIA = friendly, helpful flight attendants (in-flight service), Nike = empowerment to win (through its association with sports champions)
  • CONSUMERS AND THEIR BRANDS
  • WHY CONSUMERS CHOOSE A BRAND
    • Consumers choose a Brand for its functional benefits (logical) and its symbolic meanings (emotional).
    • Functional benefits are what the brand offers the consumer when it is used, e.g. Dynamo liquid washing detergent removes stubborn stains, making the clothes cleaner and fresher.
    • Symbolic meanings are the meanings attached to a Brand that project the user’s desired traits and personal image, e.g. Female users of Dynamo liquid detergent see themselves as modern, more progressive and up-to-date women.
  • BRAND CHOICE IS EMOTIVE
    • People make judgments about products and companies in emotive terms.
    • "I don't like that company is not friendly." "I feel uneasy when I go into that branch." “My gut feel tells me that the salesman is not telling the truth.”
    • "That offer doesn't sound right to me."
  • BRAND CHOICE IS LIKE COURTSHIP Awareness Friendship Liking Know You More Love
  • WHO WOULD YOU PREFER?
    • Company A
    • Sophisticated
    • Efficient
    • Arrogant
    • Self-Centered
    • Distant
    • Disinterested
    • Company B
    • Easy Going
    • Modest
    • Helpful
    • Caring
    • Approachable
    • Interested
  • IF YOUR ANSWER IS COMPANY B
    • You are perfectly normal. So did 95% of other respondents.
    • The brand image of Company B will be much better than that of Company A.
    • Consumers tend to like brands that fit in with their self-concept . They tend to like personalities similar to theirs , or choose those they admire .
    • Hence, the closer the brand personality to the consumer, the greater the willingness to buy the brand and the stronger the brand loyalty .
  • BRANDING JARGON DE-MYSTIFIED
  • Brand Essence Brand Core Brand Values Brand Personality Brand Positioning WHAT DO THEY MEAN?
  • BRAND ESSENCE & CORE
    • Often used inter-changeably, they express in one, or very few words, what the Brand stands for, to its stakeholders. It always tells you,
    • “ What the Brand is all about ”
    • rather than just
    • “ What a Brand does.”
  • BRAND BRAND CORE/ ESSENCE WHAT IT DOES REVLON HOPE Cosmetics ORANGE OPTIMISM Mobile telephony provider NIKE EMPOWERMENT Sports equipment NOKIA COMMUNICATION Mobile phones VOLVO SAFETY Automobiles
  • BRAND ESSENCE IS ESSENTIAL
    • Every successful brand with a well developed brand architecture carries its Brand Core/Essence through in EVERY Brand Touch Point.
    • Each one of a consumer’s Brand experiences whether it is through the product’s quality, after-sales service, counter service etc, will be dictated by the Brand Core /Essence
  • SO HOW DOES THIS HELP THE BRAND?
    • Only with a clearly articulated Brand Essence can a Brand hope for some form of: differentiation and distinction in a crowded, cluttered market. This leads to:
      • Brand loyalty : a want factor, a push enabler
      • Brand affinity : a like factor, a pull driver
      • Brand Relationships :a wow factor, the ultimate pull driver
  • BRAND PERSONALITY /VALUES
    • A set of intangible characteristics, reflecting age , socio-economic class and human personality traits which are both rational and emotional.
    • Often also known as Brand Values
    • Brand Personality is distinctive and enduring , much like a person’s personality traits.
    • Defining a Brand’s Personality Traits is extremely important to the whole Branding process because consumers interact with brands as if they were people .
      • “Sometimes I think my car breaks down just to irritate me”
    • Brand Personality Traits are human attributes difficult to copy … unlike technology.
  • BRAND Emotional Emotional Rational Rational PERSONALITY Emotional Rational
  • EXAMPLES OF BRAND PERSONALITY
    • Levi’s 501
    • Romantic
    • Sexually Attractive
    • Rebellious
    • Physical Prowess
    • Resourceful
    • Independent
    • Likes Being Admired
    • Marlboro Raffles Hotel
    • Strength Rich
    • Independence Aristocratic Aloof
  • BRAND POSITIONING
    • Some definitions:
    • “ ……arranging for a brand to occupy a clear, distinctive and desirable place in the market and the mind of the consumer .”
    • “…the art and science of setting your brand apart distinctively in the mind of the consumer , relative to its competitors.”
    • The Position of a Brand is its :
      • Distinctive, differentiating perception among its target consumers, reflecting the essence/spirit of the brand, in terms of functional and emotional attributes,
      • relative to competing Brands
    • In the automobile market –
      • Mercedes Benz – “most prestigious” position.
      • BMW – “best driving performance” position.
      • Volvo – “safest” position
  • END