Brand building—core concepts for all brands—workhorse to iconic

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Fundamental concepts that form the foundation of all brand-building marketing plans. Shows how a brand progresses atop the branding ladder from mere workhorse functionality to iconic brand character.

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Brand building—core concepts for all brands—workhorse to iconic

  1. 1. BRANDING BASICS 2020 Parity brand Branding Basics Iconic brand Brand horse Generic Niche brand branddr. banwari mittal Thought Powers Strategy © MyValueSpace 2012, 2013
  2. 2. BRANDING BASICS 2020 About This presentation is a digest of the conceptual thoughts that go into brand building strategies. Or should. Concepts Brand . Brand distinction . Brand essence. Brand personality . Branding ladder . Brand character . Meaning . Denotative . Connotative . Consumer-dr. banwari mittal generated Communications . Management of Trust Custodians of brand character . Cultural coolness Thought Powers Strategy © MyValueSpace 2012, 2013
  3. 3. BRANDING BASICS 2020 What is a Brand All the thoughts, feelings, and behaviors consumers have toward a name and toward the objects associated with that name Objects:dr. banwari mittal Products, persons, places, organizations, ideas Thought Powers Strategy © MyValueSpace 2012, 2013
  4. 4. BRANDING BASICS 2020 Brand Meaning The brand name begins with a denotative meaning. It denotes a product or service or entity. Over time, as the brand “lives” its everyday life, it acquires rich layers of connotative meanings.dr. banwari mittal Brand Name. Thought Powers A name given to a product or Strategy service or entity © MyValueSpace 2012, 2013
  5. 5. BRANDING BASICS 2020 Brand Meaning Denotative Simply points to or identifies a meaning particular object Connotative All the perceptions consumers have meanings about that name and about the products with that name Brand Namedr. banwari mittal Brand names have a denotative meaning and a connotative meaning Thought Powers Strategy © MyValueSpace 2012, 2013
  6. 6. BRANDING BASICS 2020 Brand Meaning Brand Perceptions All the descriptive and evaluative characterizations of the brand as to its functionality, efficacy, status, personality, user psychographics, and cultural capital. Connotative Meaningdr. banwari mittal All the perceptions consumers have about that name and about the products with that Thought name Powers Strategy © MyValueSpace 2012, 2013
  7. 7. BRANDING BASICS 2020 Brand Meaning Is acquired over time as the brand “lives” its everyday life A brand lives its daily life in the experiences consumers have with the brand and in all the touch points the brand has with consumers.dr. banwari mittal Connotative Meaning All the perceptions consumers have about that Thought Powers name and about the products with that name Strategy © MyValueSpace 2012, 2013
  8. 8. BRANDING BASICS 2020 Brand Meaning Brand Distinction For brand success, the brand must achieve distinction on one or more of these elements of brand perception Connotative Meaning All the perceptions consumers have about thedr. banwari mittal brand -- as to its functionality, efficacy, status, personality, user psychographics, and cultural coolness. Thought Powers Strategy © MyValueSpace 2012, 2013
  9. 9. BRANDING BASICS 2020 Drivers of Brand Distinction Brand Distinction Brand Character Brand Personality Quality levels on those attributes Functional Benefits Physical attributesdr. banwari mittal Thought Powers Strategy © MyValueSpace 2012, 2013
  10. 10. BRANDING BASICS 2020 BRAND MANAGEMENT is the management of Brand Distinction as to the brand’s function, quality, personality, and character. DRIVERS Brand Character of BRAND Brand Personality DISTINCTION Quality levels on those attributes Functional Benefits Physical attributes Brand distinctiondr. banwari mittal Ladder Thought Powers Strategy © MyValueSpace 2012, 2013
  11. 11. BRANDING BASICS 2020 Building Brand Distinction The Rational and the Emotional Routes Brand Character The Emotional Brand Personality Quality levels on those attributes The Rational Functional Benefits Physical attributes Brand distinctiondr. banwari mittal Ladder Thought Powers Strategy © MyValueSpace 2012, 2013
  12. 12. BRANDING BASICS 2020 Building Brand Distinction The Rational Route Brand Distinction (Function & TRUST QUALITY) Quality levels on those attributes Worry-free Functional Benefits performance Physical attributes (Function)dr. banwari mittal Thought Powers Strategy © MyValueSpace 2012, 2013
  13. 13. BRANDING BASICS 2020 The Call of Duty BRAND MANAGEMENT is the management of customer Trust as to the brand’s function, efficacy, and quality. Brand Distinction (Function & TRUST QUALITY) Quality levels Worry-free on those attributes performance Functional Benefits (Function)dr. banwari mittal Physical attributes Thought Powers Strategy © MyValueSpace 2012, 2013
  14. 14. BRANDING BASICS 2020 Building Brand Distinction The Emotional Route Brand Character Brand Personality Quality levels on those attributes Worry-free Physical attributes performance TRUSTdr. banwari mittal Functional Benefits (Function) Thought Powers Strategy © MyValueSpace 2012, 2013
  15. 15. BRANDING BASICS 2020 Building Brand Distinction The Emotional Route Brand Character Brand Personality Level 2 Branding Level 1 Branding Quality levels on those attributes Worry-free Physical attributes performance TRUSTdr. banwari mittal Functional Benefits (Function) Thought Powers Strategy © MyValueSpace 2012, 2013
  16. 16. BRANDING BASICS 2020 Building Brand Distinction The Emotional Route Level 2 branding presupposes Level 1 success Brand Character Brand Personality Level 2 Branding Level 1 Branding Quality levels on those attributes Worry-free Physical attributes performance TRUSTdr. banwari mittal Functional Benefits (Function) Thought Powers Strategy © MyValueSpace 2012, 2013
  17. 17. BRANDING BASICS 2020 What is Brand PERSONALITY? Brand Personality is the set of human traits that get associated with a brand The Emotional Brand Personality Route Level 2 Brandingdr. banwari mittal Level 1 Branding Thought Powers Strategy © MyValueSpace 2012, 2013
  18. 18. BRANDING BASICS 2020 Brand PERSONALITY How Brands Get It? Brand Communications & Brand Messages Brand PERSONALITY Brand personality develops from and is shaped by brand communications. Level 2 Brandingdr. banwari mittal Thought Powers Strategy © MyValueSpace 2012, 2013
  19. 19. BRANDING BASICS 2020 Brand COMMUNICATIONS Brand communications go beyond advertising. They include price information, packaging, design, sales pitches, call center experiences, web sites and blogs, and street presence of brands in marketplaces and in the hands of consumers. Brand Brand Communications & PERSONALITYdr. banwari mittal Brand Messages Thought Powers Strategy © MyValueSpace 2012, 2013
  20. 20. BRANDING BASICS 2020 Brand COMMUNICATIONS BRAND MANAGEMENT is the management of Brand Messages Brand Brand Communications & PERSONALITYdr. banwari mittal Brand Messages Thought Powers Strategy © MyValueSpace 2012, 2013
  21. 21. BRANDING BASICS 2020 BRAND MANAGEMENT is the management of Brand Messages Brand messages are managed by brand managers but they also are produced by and flow from consumers themselves. Consumer-generated brand communications are based not on brand claims but on the brand’s reality, asdr. banwari mittal experienced by consumers. Thought Powers Strategy © MyValueSpace 2012, 2013
  22. 22. BRANDING BASICS 2020 Consumer-generated brand communications are based not on brand claims but on the brand’s reality, as experienced by consumers. To the consumer, a brand’s reality is not limited to its physical function. Its psycho- social-cultural image is just as real. It fulfills real consumer needs and satisfies real consumer desires. Consumers are socio- cultural beings, not merely biological ones.dr. banwari mittal Thought Powers Strategy © MyValueSpace 2012, 2013
  23. 23. BRANDING BASICS 2020 Most credible brand communications are those that are generated by consumers themselves. But brand managers must share the prime responsibility for shaping the brand’s reality and in turn shaping the consumer-produced communications as well. Shaping Branddr. banwari mittal PERSONALITY Thought Powers Strategy © MyValueSpace 2012, 2013
  24. 24. BRANDING BASICS 2020 Brand managers must share the prime responsibility for shaping brand communications, whether firm or consumer generated. Brand communications employ cultural Connotative meaning symbols. Cultural symbols include  Shapes, colors, and design elements  User imagery shown in ads  Brand stories and the values, aspirations, life themes, and cultural myths they embody withindr. banwari mittal Thought Powers Strategy © MyValueSpace 2012, 2013
  25. 25. BRANDING BASICS 2020 Shaping Brand personality An important tool, perhaps the most powerful one, to shape a product’s brand personality is the careful choice of models, persons, places, settings, other objects, and activities depicted in its brand advertising. These depictions place a brand amidst well-chosen consumer lifestyles and psychographics . That is how brand Gap builds a different personality than does brand Diesel Branddr. banwari mittal . GAP At ease, comfortable in one’s skin yet contemporary, encompassing all ages PERSONALITY . DIESEL irreverent, rebellion, trendy and youthful Thought Powers Strategy © MyValueSpace 2012, 2013
  26. 26. BRANDING BASICS 2020 BRAND CHARACTER The higher level values the brand lives by and which the brand will not sacrifice for mere commercial gains. It springs from the purpose and higher level values the brand’s creators & custodians live by. Above and beyond the function anddr. banwari mittal personality, some brands also rise to acquire a Brand Character. Thought Level 3 Branding Powers Strategy © MyValueSpace 2012, 2013
  27. 27. BRANDING BASICS 2020 BRAND CHARACTER It springs from the purpose and higher level values the brand’s creators & custodians live by.  Concern for the environment  Human development of employees  Fair trade  Support of humanistic causes  Sincere desire for consumer well-beingdr. banwari mittal Brand Character The higher level values the brand lives by and which the brand will not Level 3 sacrifice for mere commercial gains. Branding Thought Powers Strategy © MyValueSpace 2012, 2013
  28. 28. BRANDING BASICS 2020 What is Brand Architecture? For a Single Brand The relationships between and among brand ingredients, benefits, symbols and meanings, and specifications of design, production, distribution, communication, and service processes. For a Brand portfolio The relationships between and among brands as to overlaps, separations, and symbioses among their benefits, intended consumer segments, brand identity communications, design, production, distribution, and service processes, and cost synergies.dr. banwari mittal Thought Powers Strategy © MyValueSpace 2012, 2013
  29. 29. BRANDING BASICS 2020 Brand Essence The Core DNA of a brand without which that brand is not that brand, anchored in ingredients, processes, experiencesdr. banwari mittal Thought Powers Strategy © MyValueSpace 2012, 2013
  30. 30. BRANDING BASICS 2020 Brand Although many brand managers use these terms Character interchangeably, allowing them to stand on their Brand’s values, its mission and purpose, own semantics enables deeper brand thoughts, its self-concept with nuances that enrich the brand. Brand Personality Personality is a set of human-like traits, (Human traits applied to brands) communicated via the tonality, visuals, and texts in brand communications. Brand Essence The Core DNA of a brand without Character entails value choices and calls which that brand is not that brand, anchored in ingredients, for sacrifices. It is these values, processes, experiences ingrained in the corporate culture, that Brand embolden brand stewards to notdr. banwari mittal Distinction sacrifice quality, or long-term brand (Differentiation) health for near-term profits. Thought Powers Strategy © MyValueSpace 2012, 2013
  31. 31. BRANDING BASICS 2020 Brand Essence Brand Brand Brand The Core DNA of a brand without Distinction which that brand is not that brand Personality Character (Human traits applied Brand’s values, (Differentiation) (What the company is to brands) purpose, self-concept unsurpassably good at) Reliable, Head & Competent. Dandruff Really effective in competent, Shoulder Deliver. (Nothing killer killing dandruff effective, works; shampoo deeper) a workhorse Geico 15% lower Price-savvy comparable, Smart, problem- No gimmick, honest Insurance price essential insurance solved, happy. savings. Youthful designs, good Youthful, playful, Creativity in the Youthful designs Swatch basic teen-valued modern, no-snob, service of Economy- Watches functions, youth- friendly. No-worry functionality. Priced watches affordable watches Environment- Crusader for Method Innovation in product Conscientious, protecting innovations in Cleaners chemistry and in use competent, modern,dr. banwari mittal cleaners cleaning with aesthetics artistic, cultish, dedication to the iconic environment. Thought Powers Note. This table is illustrative only. The named brands may Strategy or may not fully have these traits and characters. © MyValueSpace 2012, 2013
  32. 32. BRANDING BASICS 2020 A brand distinction does not implicate a forced choice of any particular brand essence, or brand personality, or brand character. Likewise, a particular brand essence does not implicate a single brand personality or brand character. Rather, after a choice of one of these brand “pillars” has been made, several degrees of freedom are still available . Method (the cleaning product), for example, has many options of brand characters. It could embrace environment merely as a brand attribute , and as a strategy of commerce. Alternatively, it could embrace it as its deeply held value, its true love. If it chooses environment as genuine love, then it would be willing to sacrifice some profits for brand excellence on its environmental attribute. As another example, it may choose to do its marketing in ways that intrude on consumer’s tranquil moments;dr. banwari mittal or alternatively in soft, organic channels. Thought Powers Strategy © MyValueSpace 2012, 2013
  33. 33. BRANDING BASICS 2020 Call of Duty Brand Management Brand Management calls for Management Management Management of of of Trust Distinction Character Brand Building LADDER Brand Character Define Brand Brand Personality Distinction Quality levels on those attributes Define Brand Functional (physical) attributes Essence Brand as mere Name of Your Productdr. banwari mittal BRAND. All the thoughts, feelings, and behaviors consumers Thought have toward that name and toward the products with that name Powers Strategy © MyValueSpace 2012, 2013
  34. 34. Call of Duty BRANDING BASICS 2020 Brand Management calls for Dedication of Brand designers and producers and promoters to GUARD and NURTURE the character, the dignity of the brand MANAGEMENT OF TRUST DISTINCTION CHARACTER Brand Character Define Brand Brand Personality Distinction Quality levels on those attributes Define Brand Functional (physical) attributes Essence Brand as mere Name of Your Productdr. banwari mittal BRAND. All the thoughts, feelings, and behaviors consumers have toward that name and toward the products with that name Thought Powers Strategy © MyValueSpace 2012, 2013
  35. 35. BRANDING BASICS 2020 Dear Reader: Thank you for taking the time to browse this digest of my thoughts on branding. I would love to hear your feedback. Ban@myvaluespace.com www.nku.edu/~mittal Banwari (‘Ban’) Mittal holds a Ph.D. in marketing and consumer About the Author. psychology (University of Pittsburgh). He has taught marketing-- MBA and BA classes in consumer behavior, brand communications and marketing strategies--for more than a decade at SUNY (Buffalo), University of Miami, UNSW (Sydney), and N. Kentucky University where he currently teaches and researches. He has coauthored two books (ValueSpace, McGraw Hill, 2001) and Consumer Behavior: Human Pursuit of Happiness in the World of Goods (2012, www.mycbbook.com).dr. banwari mittal His passion is researching and contemplating consumer behavior and brand communications. Thought Powers Strategy © MyValueSpace 2012, 2013

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