Successfully reported this slideshow.
Your SlideShare is downloading. ×

Brand first, branding second

Ad

Establishing and Building a
Brand in a Crowded Market

        © Gordon Graham 2007

Ad

Brands run deep:
 “Mythological symbols touch and
exhilarate centers of life beyond the
reach of vocabularies and coercion...

Ad

What is a brand?


Multiple definitions. Multiple
perspectives. Multiple roles.

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Loading in …3
×

Check these out next

1 of 50 Ad
1 of 50 Ad

Brand first, branding second

Before you start the activities that communicate/promote your brand (branding), it's important to establish what your brand actually means; the type of product/service to which it adds value; what it stands for; its point of view and how -- and to what extent - - it really differs from other brands (establishing the brand). I'm in the UAE (Abu Dhabi) and interested in working in Training/Instructional Design. E:mail: orxil(at)yahoo.com

Before you start the activities that communicate/promote your brand (branding), it's important to establish what your brand actually means; the type of product/service to which it adds value; what it stands for; its point of view and how -- and to what extent - - it really differs from other brands (establishing the brand). I'm in the UAE (Abu Dhabi) and interested in working in Training/Instructional Design. E:mail: orxil(at)yahoo.com

Advertisement
Advertisement

More Related Content

Advertisement
Advertisement

Brand first, branding second

  1. Establishing and Building a Brand in a Crowded Market © Gordon Graham 2007
  2. Brands run deep: “Mythological symbols touch and exhilarate centers of life beyond the reach of vocabularies and coercion.” - Joseph Campbell, Masks of God, Vol. 4
  3. What is a brand? Multiple definitions. Multiple perspectives. Multiple roles.
  4. What is a brand? “. . . the promise, the big idea, and the expectations that reside inside the head of each customer’s mind about a product, service, or company . . .the brand is shorthand. It stands for something.” - Alina Wheeler (2006)
  5. What is a brand? “. . . a set of mental associations, held by the consumer, which add to the perceived value of a product or service.” - Kevin Lane Keller (1998)
  6. What is a brand? “ . . . a brand is a concept . . . a brand shapes and reflects our quest for meaning.”“ - Bobby J. Calder (2005) “ . . . a brand is a meaning system.”“ - Patrick Hanlon (2006)
  7. Definitions will emphasize what a brand is (physical appearance) or what it does (role).
  8. What do brands do? They remind us of a past product/service experience. They communicate how we see ourselves. Brands are fantasy. Escapism. A brand is often just an umbilical cord to a world elsewhere.
  9. Brands represent the world as it ought to be not how it is. Romanticism. Brands represent values and ideals. They simplify our day.
  10. Brands help satisfy a need to belong to something larger than ourselves. At the same time, they help us express our individuality. Thanks to Rob Walker (2008) for this.
  11. Hugh MacLeod, Gapingvoid.com
  12. Brands . . are .. .. . MAGIC MAKING
  13. But . . . hugely successful brands can also Brands amount as the result of an emerge simply to as much as 80% of a firm’s assets. awesome product - Economist (2008) .
  14. So let’s not take this branding thing too Brands amount to as muchmediocre far. Branding is no substitute for as 80% oflack of product innovation. products or a a firm’s assets. - Economist (2008)
  15. You can only fool people for a while.
  16. Country of Origin & Stereotypes: Chinese brands. Now we’re talking values, trust and the relative attractiveness of cultures.
  17. What is culture? “. . . the sum of a set of shared values.” - Bradley Hall (2008) “ . . . inherited ethical habit.” - Francis Fukuyama (1995)
  18. Individualism + Low Trust in China Small firms. Family run at core. Fragmented industries. Destructive, subsidized competition. Little cooperation. Few transnational firms. Short-term thinking. Emergent Strategy.
  19. On to the BRAND ® Building > > >
  20. What will this presentation cover? 1. Why firms should establish a brand. 2. The steps in establishing a new brand. 3. A short list of recommended branding books.
  21. 1. Why establish a brand?
  22. Consumers face a dizzying array of choices.
  23. Products drift towards commoditization.
  24. A brand differentiates the product from similar offerings.
  25. A brand reduces the need to compete on price alone.
  26. The goal of a brand is to establish a monopoly position for a non-core product attribute in the mind of an individual.
  27. Identity Image {PR/Advertising} {Reality} The Firm Staff & Customers
  28. Who controls a brand’s Firm meaning? Market Length of Time Brand Engages Market
  29. 2. Steps in establishing a new brand.
  30. I: Establish the meaning of the brand “The power of a brand is inversely proportional to its scope.” - Laura and Al Ries, The Origin of Brands
  31. A good way to do this is by asking: What’s the brand’s Point of View?
  32. Broad Scope CVS: general drug store products CVS: general drug store products Body Shop: body Narrow New Brand Scope A hair care store?
  33. Point of View? Who is the Enemy?
  34. Beauty doesn’t have to be at the expense of animals’ welfare.
  35. Dig deep for a position within an existing category - or create a new category or, better yet, a new product!
  36. “Healthy” or “organic” are no longer brand positions or differentiators. These are now categories. Dig deeper if you want to differentiate.
  37. Your brand needs to . . . Stand for something
  38. Categories diverge not converge General Motors Models in 1955: 25 General Motors Models in 2005: 325 Source: The Machine That Changed the World (1990)
  39. Brands and their Owners Range Rover: Indian French’s Mustard: British Glenmorangie Scotch: French Trader Joe’s: German
  40. Diffuse Ownership Brands are often part owned by sovereign funds and private equity groups from various countries.
  41. Some points to remember: Brands cannot stretch very far Customers buy brands not companies Brand decisions are strategic
  42. You can build a brand portfolio organically
  43. Or through acquisition
  44. II: Name Choose a name that’s: unique short easy to say easy to spell . . .
  45. if possible, the name should suggest the product category: Captain Morgan Rum Lunesta Sleeping pills Samsonite Strong luggage
  46. Alternatively, you can create meaning around a meaningless word. This is what Starbucks did with its brand.
  47. III: Physical Elements of the Brand: Choose a logo or name mark Choose a colour(s) Choose a tagline
  48. Final thought: . . . we all think everyone else’s shopping quirks are weird and irrational - but that our own make perfect sense. Rob Walker, New York Times Magazine (2009)
  49. The Origin of Brands, Al and Laura Ries Brand Meaning, Mark Batey Designing Brand Identity: A complete guide to creating, building and sustaining strong brands, Alina Wheeler Brand Leadership, David Aacker and Eric Joachimsthaler The New Strategic Brand Management: Creating and sustaining brand equity long term, Jean-Noel Kapferer
  50. I’m very interested in business training and course design for e-learning Feel free to get in touch! Thanks! Gordon@westportwire.com © Gordon Graham 2007

×