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Establishing and Building aBrand in a Crowded Market        © Gordon Graham 2007
Brands run deep: “Mythological symbols touch andexhilarate centers of life beyond thereach of vocabularies and coercion.”-...
What is a brand?Multiple definitions. Multipleperspectives. Multiple roles.
What is a brand? “. . . the promise, the big idea, andthe expectations that reside inside thehead of each customer’s mind ...
What is a brand? “. . . a set of mental associations,held by the consumer, which add tothe perceived value of a product or...
What is a brand?“ . . . a brand is a concept . . . a brand     shapes and reflects our quest for               meaning.”“ ...
Definitions will emphasize what a brandis (physical appearance) or what it does                  (role).
What do brands do? They remind us of a past product/serviceexperience. They communicate how we seeourselves. Brands are fa...
Brands represent the world as it ought to  be not how it is. Romanticism. Brandsrepresent values and ideals. They simplify...
Brands help satisfy a need to belong tosomething larger than ourselves. At the  same time, they help us express our       ...
Hugh MacLeod, Gapingvoid.com
Brands         .             .                are               ..                 ..                . MAGIC MAKING
But . . .  hugely successful brands can alsoBrands amount as the result of an  emerge simply to as much as   80% of a firm...
So let’s not take this branding thing too   Brands amount to as muchmediocrefar. Branding is no substitute for   as       ...
You can only fool people for a while.
Country of Origin & Stereotypes:Chinese brands. Now we’re talking values,  trust and the relative attractiveness of       ...
What is culture?“. . . the sum of a set of shared values.”       - Bradley Hall (2008)     “ . . . inherited ethical habit...
Individualism + Low Trust in China      Small firms. Family run at core.          Fragmented industries.   Destructive, su...
On to theBRAND        ®Building > > >
What will this presentation            cover?1. Why firms should establish a brand.2. The steps in establishing a new bran...
1. Why establish a brand?
Consumers face a dizzying    array of choices.
Products drift towards  commoditization.
A brand differentiates theproduct from similar offerings.
A brand reduces the need to  compete on price alone.
The goal of a brand  is to establish amonopoly position   for a non-coreproduct attribute in  the mind of an     individual.
Identity             Image{PR/Advertising}       {Reality}   The Firm        Staff & Customers
Who controls a brand’s Firm         meaning?Market                Length of Time                Brand Engages             ...
2. Steps in establishing a new brand.
I: Establish the meaning of the brand    “The power of a brand is inversely       proportional to its scope.”   - Laura an...
A good way to do this is by         asking:What’s the brand’s Point of View?
BroadScope         CVS: general drug store products         CVS: general drug store products               Body Shop: body...
Point of View? Who is the         Enemy?
Beauty doesn’t have to beat the expense of animals’         welfare.
Dig deep for a position within anexisting category - or create a new  category or, better yet, a new             product!
“Healthy” or “organic” are no      longer brand positions or   differentiators. These are nowcategories. Dig deeper if you...
Your brand needs to . . . Stand forsomething
Categories diverge not converge          General Motors Models in 1955:                       25          General Motors M...
Brands and their Owners    Range Rover: Indian French’s Mustard: BritishGlenmorangie Scotch: French   Trader Joe’s: German
Diffuse OwnershipBrands are often part owned by sovereign funds and private  equity groups from various           countries.
Some points to remember:   Brands cannot stretch very farCustomers buy brands not companies    Brand decisions are strategic
You can build a brand portfolio         organically
Or through acquisition
II: NameChoose a name that’s:      unique       short    easy to say  easy to spell . . .
if possible, the name should suggestthe product category:Captain Morgan         RumLunesta              Sleeping pillsSams...
Alternatively, you cancreate meaning around a meaningless word.This is what Starbucks  did with its brand.
III: Physical Elements of the Brand:     Choose a logo or name mark          Choose a colour(s)           Choose a tagline
Final thought:     . . . we all think everyone else’sshopping quirks are weird and irrational - but that our own make perf...
The Origin of Brands, Al and Laura RiesBrand Meaning, Mark BateyDesigning Brand Identity: A complete guideto creating, bui...
I’m very interested in business trainingand course design for e-learning Feel   free to get in touch! Thanks!    Gordon@we...
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Brand first, branding second

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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

Published in: Health & Medicine, Business
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Brand first, branding second

  1. Establishing and Building aBrand in a Crowded Market © Gordon Graham 2007
  2. Brands run deep: “Mythological symbols touch andexhilarate centers of life beyond thereach of vocabularies and coercion.”- Joseph Campbell, Masks of God, Vol. 4
  3. What is a brand?Multiple definitions. Multipleperspectives. Multiple roles.
  4. What is a brand? “. . . the promise, the big idea, andthe expectations that reside inside thehead 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 tothe 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 brandis (physical appearance) or what it does (role).
  8. What do brands do? They remind us of a past product/serviceexperience. They communicate how we seeourselves. 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. Brandsrepresent values and ideals. They simplify our day.
  10. Brands help satisfy a need to belong tosomething 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 alsoBrands 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 muchmediocrefar. 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 theBRAND ®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 theproduct from similar offerings.
  25. A brand reduces the need to compete on price alone.
  26. The goal of a brand is to establish amonopoly position for a non-coreproduct 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. BroadScope CVS: general drug store products CVS: general drug store products Body Shop: bodyNarrow New BrandScope A hair care store?
  33. Point of View? Who is the Enemy?
  34. Beauty doesn’t have to beat the expense of animals’ welfare.
  35. Dig deep for a position within anexisting 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 nowcategories. Dig deeper if you want to differentiate.
  37. Your brand needs to . . . Stand forsomething
  38. Categories diverge not converge General Motors Models in 1955: 25 General Motors Models in 2005: 325Source: The Machine That Changed the World (1990)
  39. Brands and their Owners Range Rover: Indian French’s Mustard: BritishGlenmorangie Scotch: French Trader Joe’s: German
  40. Diffuse OwnershipBrands are often part owned by sovereign funds and private equity groups from various countries.
  41. Some points to remember: Brands cannot stretch very farCustomers buy brands not companies Brand decisions are strategic
  42. You can build a brand portfolio organically
  43. Or through acquisition
  44. II: NameChoose a name that’s: unique short easy to say easy to spell . . .
  45. if possible, the name should suggestthe product category:Captain Morgan RumLunesta Sleeping pillsSamsonite Strong luggage
  46. Alternatively, you cancreate 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’sshopping 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 RiesBrand Meaning, Mark BateyDesigning Brand Identity: A complete guideto creating, building and sustaining strongbrands, Alina WheelerBrand Leadership, David Aacker andEric JoachimsthalerThe New Strategic Brand Management:Creating and sustaining brand equity longterm, Jean-Noel Kapferer
  50. I’m very interested in business trainingand course design for e-learning Feel free to get in touch! Thanks! Gordon@westportwire.com © Gordon Graham 2007

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