Basics in Brand Management


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A short introduction to the Brand Management aspects

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Basics in Brand Management

  1. 1. ~ Johanna Heinonen-Salakka ~
  2. 2. A name given to a product or service A unique and identifiable symbol, association, name or trademark which serves to differentiate competing products or services. Product identification by word, name, symbol, design, or a combination of these. The legal term for brand is trademark. A design, mark, symbol or other device that distinguishes one line or type of goods from those of a competitor. A brand may identify one item ,a family of items, or all items of that seller. Umbrella term applied to everything from a name or logo, to the overall reputation of an organization or product. Both a physical and emotional trigger to create a relationship between consumers and the product/service.
  3. 3. A company’s face in the marketplace ◦ What consumers know ◦ What they believe ◦ How they respond The total view a consumer has of a company and it’s “marks” Differentiation within the marketspace
  4. 4. Manufacture’s brand (Nokia) Private label or “store brand” (Marimekko) Captive brand – national label sold by only one retailer (Pirkka) Family Brand – name identified with several products (Hartwall)
  5. 5. Future earnings Good relation Influence on customers quality/price Reliability, safety, behaviour functionality of Keep (and increase) products customers Effectiveness, Influence on efficiency of Services shareholders Style, design Emotional experience Awareness, (entertainment, commitment, culture approval, selfesteem) COMPANY’S CUSTOMER’S POINT OF VIEW POINT OF VIEW
  6. 6. BRAND IDENTITY ◦ What we are now? The sides that strategists want to express of us? BRAND POSITION / BRAND PROFILE ◦ The part of the brand identity and value proposition to be actively communicated to a target audience ◦ The brand message BRAND IMAGE ◦ How the brand is now perceived among the target group
  7. 7. BRAND IDENTITY – what we are now BRAND PROFILE The brand image we want to sent to the worl BRAND IMAGE The way our customers see us
  8. 8. BRAND BRAND BRAND IMAGE LOAYALTY EQUITY The image that Consumer's The sum of a brand´s customers have commitment to distinguishing qualities. repurchase. The The intangible value of a consumer is willing to company’s put aside their own successful efforts to desires in the interest establish a strong brand. of the brand This process needs a defined and systematic strategy and planning! planning!
  9. 9. The ”big picture” plan: how a brand will deliver distinctive and relevant benefits to target customers. An effective brand strategy answers five critical questions: 1. What are the most profitable customer segments to which the brand must appear? 2. What is the single-minded value proposition that is going to compel these high priority customers to repeatedly choose the Brand? 3. Why should these “high priority targets” believe in the brand? 4. What are the facts that support the value proposition? 5. How do we communicate and implement the branding, marketing and operational plan so employees and sales channels will adoptit?
  10. 10. Strategic brand analysis (customers, competitors, self-analysis) Brand identity (extended core) ◦ Brand as product ◦ Brand as organization ◦ Brand as person ◦ Brand as symbol Value proposition (functional, emotional, self-expressive benefits) and Credibility (support other brands) Brand-customer relationship Brand Identity implementation system ◦ Brand position ◦ Execution ◦ Tracking