PGM represents an economic way of accessing information about FMCG brands and categories (try to measure 15 indicators for 30 brands in one product category with a custom research).
Its main benefits are:
strategic oriented data that represents the development stage of a brand
user-friendly interface that enables:
Surveying the characteristics of target segments (brand/category) Insight into the preferences of the consumer (FMCG, retail, service) Integrated monitoring of brand strength and its differentiation /position Detection of the market potential (new brands, category growth, market,...) Communication strategy (FMCG, retail, services , automotive,... ) Category Management
For over 5000 years each man has tried to eke out his own identity – to stand out from the herd. We have tattooed ourselves, burnt holes in our livestock and honoured armour to protect what was ours and to show what we stood for.
Fast-forward 5000 years to today, where there are so many brands it is becoming increasingly difficult to differentiate them in a time of brand blur deluxe.
“ We are living in a ‘Surplus Society’. An age where similar companies employ similar people, working in similar jobs, coming up with similar ideas, producing similar things.” ( Funky Business, Kjell Nordstrom and Jonas Kidderstrale )
Product Trademark Brand It’s Alive!!! +
Lets define... "a name, sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors.“ (AMA) “ 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…“ (Aaker) “ a brand is a collection of perceptions in the mind of the consumer." ( Colin Bates, BuildingBrands.com )
...and understand how to manage the damn thing!
Modern competition calls for two essential tools of brand management (that are a part of the integrated and continuous process of branding)
‘ B rand I dentity', specifying the facets of brands' uniqueness and value,
‘ B rand P ositioning', the main difference creating preference in a specific market at a specific time.
Brand identity symbols embalage elements “ merchandizing” personality characteristic s h ow do I as a user feel who is the typical user, how do users see brand users values connected to the brand, ideals relation i feel towards the brand BRAND PERSONALITY REFLECTION PHYSIQUE SELF-IMAGE RELATIONSHIP CULTURE PICTURE OF SENDER PICTURE OF RECEIVER EXTERNALISATION INTERNALISATION
Brand Identity Scotland highlands & islands, castles Braveheart, Loch Ness men in kilts, whiskey warm, genuine, down to earth proud, spirited liberated, inspired, spiritually refreshed rejuvenated, spirited cultured, independent adventurous, different inclusive pride integrity proficiency involved, connected, liberated, enriched Scotland the land with real spirit PICTURE OF SENDER PICTURE OF RECEIVER EXTERNALISATION INTERNALISATION PERSONALITY REFLECTION PHYSIQUE SELF-IMAGE RELATIONSHIP CULTURE
Identity incorporates live concepts as Brands are living things
B rands provoke excitement; they are 100% human emotion
B rands evoke a higher experience than simply product-function
B rands have values
B rands are promises – and brand essence is a distilled version of that promise
B rands go beyond quality.
B rands are self-conscious
B rands are differentiators, beacons in their class. Their identity is recognizable by all the five senses
B rands have CHARISMA, ATTITUDE and PERSONALITY!
Brand s no longer strive only to be category-kings; they strive to be standalone brands i.e. a brand with no associated competitor s.
In some categories (also cigarettes!) you can ’ t broaden the primary category any more !
But Strong brands can be extended out of the box...the principle is used in luxury brands – Hennessy, Dom Pe ri gnon, Bombay Saphire gin,...
Most recently, within the last decade, Bombay has strengthened its communication with ‘ ’Designer glass competition ’ ’ in which designers worldwide design a functional martini cocktail glass inspired by the “ Be Brilliant and inspired ” (be Bo m bay Sapphire brand identity! ). The competition was further expanded into other functional design disciplines – ceramics, textiles, furniture in hopes of creating Bombay Sapphire inspired World .
Brand positioning – the category related part WHY? A brand for what? Promise, consumer benefit FOR WHOM? Target definition AGAINST WHOM? Competition definition WHEN? Use occasion
A two stage process:
What category the brand should be associated and compared to
What is the brands essential difference in comparison to the competition.
Case of decoding positioning(s) of Fructal brand(s) fun young segment a drink for bars and clubs passion (babe-fire) energy sexy packaging shape attract attention attractive color older, children, families top juice sensible gentle divine - top premium packaging Blue and white price sensitive cheap juice playful, simple budget colorful packaging health aware segment healthy) juice familiar, natural, simple like home made less fruit blue font whole fruit blue packaging whole fruit blue packaging whole fruit white packaging Positioning PERSONALITY WHO ARE THE USERS PHYSIQUE USER SELFPERCEPTION ODNOS CULTURE Positioning Building brand Building brand Positioning Building brand Positioning Building brand
Brand positioning & Brand identity Local producers, who first produced Marlboro tried to put something in the same position after they stopped producing it. .. ...s ome forgot about Marlboro identity while positioning something in his(!) position .
Consideration of the top 5 Slovene FMCG brands in regional countries Alpsko mleko Argeta Fructal Paloma Cockta
Consideration of the top 5 Croatian FMCG brands in regional countries Vegeta Cedevita Podravka juhe Eva Zdenka topljeni sir
Consideration of the top 5 Serbian FMCG brands in regional countries Grand coffee Dobro jutro margarine Knjaz Miloš (gazirana voda) Chipsy chips Dijamant oil Odstotrek potrošnikov, ki bi izbrali navedene znamke na tržiščih regije.
A local brand can conquer foregin markets - Argeta
Argeta is the strongest brand in BiH and Macedonia not in Slovenia Voda Voda brand pyramids per country in the ex-Yugoslav region (among category users; PGM 2007) Adapting to local specifics and domiciliation of the brand !
It can be done also in a different way... How much are you prepared to pay for a brand ? Estimated Market Share Bonito C kafa Intermezzo Doncafe Grand
Serbian “copy-paste” v BiH How much are you prepared to pay for a brand ? Estimated Market Share Jacobs Aroma (Mc) Barcaffe (Si) Franck (Hr) Vispak (Ba) Doncafe (Sr) Grand (Sr)