The brand is more than a name The brand is more than to beidentified with a sector or category The brand is more than a vagueassessment of quality, tradition andtrust
The brand is more than a corporatedenomination, a "trademark", morethan just a name with more or lessawareness or just a fortunate logo ...
A brand is … It is a meaningful and structured perception in the consumers mind, capable of triggering spontaneous associations of ideas that influence the consumer transaction process with a product or service
Memories that support opinionsthat influence decisions The brand interferes with consumer value judgments...
A brand is a credible assuranceand sets us apart from all the"noise" around us
The primitive function of the brand To reduce the uncertainty ... Buying is to decide, deciding is to risk.... It is an experience conflict between desire and fear to frustration The purchase is "unsafe" in an objective or subjective sense The brand is primarily and essentially a transactional reassurance
New dimensions of branding A Commercial Brand = A name, phrase, sign, symbol, or logo OR a combination of these which identifies products or services and differentiates them from the competition Place Brand = A brand for a specified territory that utilizes branding strategy to add measurable, economic, social and cultural value to cities, regions and countries (American Marketing Assoc., 2005)
If a brand is not able to evoke a specificidea or value and fails to suggest morethan platitudes is an "underdeveloped"Brand
A brand is a relevant & transcendentvalue Danone Mission: o Group DANONE helps people around the world grow, live better and get more out of life through tastier, more varied and healthier food products - every day.
The brand should evoke whatpsychological and emotional means tome in the physical transaction ... It isnot the name of the offer, it is thememorable evocation of what it meansto me.
Why doing branding? A strong brand: o Provides memorability o Helps selling products o Allows a "price gap" o protects you from the competition o Improves the efficiency of marketing and communication o It is an intangible value and profitable asset
Brand functional business Task To facilitate economic or persuasive transactions in a relational security environment, optimizing receiver satisfaction and increasing the value of the active agent in the transaction
The brand is the will to becomeand to mean something in theconsumers mind The brand should always be a proposition
What are the implications of doing "branding"? Branding involves a "long-term plan" to build and maintain a distinctive, positive and a competitive reputation both internally and externally. It Only could be achieved through a harmonized and a conscious strategic approach.
... Like people, brands reach theirfullness when they are self-definedand have unique references
The needs pyramid Self-fulfillment Self Esteem (Ego needs) News. Socials Social factors Safety Hygienic Factors Physiological needs MASLOW HERZBERG
The pyramid of differentiation Unique Different Distinctive Stylish Original Prestigious VIEW Cares about costumers ENERGY Innovative Dynamic ProgressiveEMOTION WISDOM Friendly Tradition Healthy Trendy Carefree Reliable A Leader High Performance Good Value High Quality TrustworthySUBSTANCE
Strategic ArquitecturalModel cornerstones Brand intelligence: o Defining brand entity & self o Management of perceptual dimensions Brand Outputs o Outputs transactions through which the brand achieves its deliverable as brand and meets expectations Brand Channels: o The path that connects the brand to establish dialogue and links
How do we build brands? The culmination of the development knowledge efforts of the brand, it is related to theBrand stature customer experience Reputation, respect and Esteem consideration for the consumer: it relates to the fulfillment of the promise perceived by the consumer How appropriate is the brand forBrand vitality relevance consumers. It relates to the use and integrates the 5 P of the marketing mix, it is directly related to the sale differentiation The reason for the brand. The base consumer choice
Process of growth and brand crisis Low High Challenger Leadership Niche High (Distinction and Relevance) BRAND VITALITY D R E K D R E K Low New D R E K D R E K Mistaken Declining BRAND DIMENSION (Esteem and Familiarity)
HealthKids/ Teens Healthy Basic ActiveHealth Deserts Health Health Guardian angel Best yogurt in It renews you the world You will work better Growth Smoothness Low acidity Danone bodies Champions It protects your Restoration of traditions defenses Energy to eat up It recharges llife you Enjoy taking care of yourself It provides you more Don’t Stop Healthy Snack With the Master’s secret Selected fruit
Corporate & Umbrella brand ingredient Dish Appreciatory and identifying concepts Sub-brands Frozen MealsBrand+descriptor Refrigerated Pescafresca-Pizzanova Concept & Value
Virgin Believes that the interests of ordinary people are abused by big, faceless, monopolistic corporations Stands up for the little guy …and has a bit of fun in doing so
Colgate Believes that people can face the world with more confidence if they know they have a healthy mouth Uses the power of scientific knowledge to keep your mouth in perfect health
Apple Apple believes the power of individuality should triumph So its entire culture is designed to challenge the traditional way
Mercedes Mercedes believes that precision is the key to control in life It sets the quality standard for German engineering in the cars it builds
BMWBMW believes life should be lived with heightenedemotionsSo it strives to create the ultimate driving pleasure
Sony Sony believes that we are all dreamers who like to let our imagination play It designs products to ensure the ‘play’ button delivers entertainment that is always a few steps ahead of your imagination
Body Shop Believes that cosmetics industry has become a parody of the selfish Superficiality of the well-to-do So it embraces a down to earth, societally conscious approach to be more inclusive
"In the factory we manufacture products, in the stores we sell hope“Charles Revson , fundador de Revlon
Behind Starbucks there is a powerful theory Third place theory o Working ... Home .. and Starbucks o A romantic -evocative touch o affordable Luxury o An urban oasis o Casual social interaction A fully reinvention of coffee experience A total experience of 360 º, capable of enriching people ("personal growth") An ideology by itself, which imposes itself as a reference point
The centrality of theconsumer is the key today…and it means "visualize" amore demanding consumer,impulsive and obsessed withgetting more value formoney
How can we renovate orreinvent our relationship?
Key areas sensation Sentiment thought action relationship
Challenges and opportunitiesfor the future Inside-Out branding & consumer empowerment
"Today the brands are the people"The emerging role of social media and consumerinvolvement in configuring and managing brands.
The unique power is thepreference. Based on ties and relations that allow us to anticipate desires and preferences. 108
We live in a new world in which JohnLennon and Mercadona (almost) saythe same: Power to the People. 109
Making Consumer an essential partof the being and living brands is theonly way to counteract anenvironment "unpowered". 110
The power of brands is incomplete and continuous intimacywith consumers 111
How will these brands bebased on "Understanding &empathy for people"? 112
open structures constantly changingThey will be flowing, transiting,processing and constant updating.Brands will be an open source. 113
To hear and understand is not enough. It is imperative toturn that into active listener. 114
Openness, sharing, peering… The new corporate paradigm
eleven propositions for arenewed framework ofbrandingBeing authentic, being unique,being shared:
The brand is the will of being and meaning somethingin the consumers mind. Brands should always be a proposition, related to a meaningful insight
If a brand is not able to invoke a specific idea or value andit fails to suggest more than fuzzy things, it becomes an"underdeveloped" brand.Meaningless awareness is a waste of money.
Branding of a city should involve a "long-term plan" to buildand maintain a distinctive, positive and competitiveperceptions, both internally and externally.
The mastery of branding is knowing to ladderingfrom matter into meaning
…We should believe in the power ofbrand beliefs:because the views and beliefs of successful brandsconnect with fundamental human emotions andtruths.
People actively shape brands today.Participation and social networks are essentialin shaping and managing brands.
Knowledge and empathy for people is the only thing thatcannot be copied, manufacturedor become a commodity 123
brands might become demobrands:spaces constantly meeting and dialoguing with public.Demobrands that can be defined as "meanings in common", in whichthe owner of the brand and its target co-manage the shared meanings.
The branding of a city is also a lightweight form of power andinfluence.It is a kind of "soft power“, because it allows to seduce wills withoutcoercion;a very important form of power in a multilateral and fragmented world
“The love you get is equal to the love you give”