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Branding Strategy

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How to create a Brand, a love Brand and what Archetypes to use.

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Branding Strategy

  1. 1. CUOA Business School BUSINESS STRATEGY AND MARKETING MANAGEMENT Short International Programs in cooperation with IBS - Saõ Paulo (Brazil) – Summer Edition 2016 Course Title: Branding Strategy : Lifestyle Brands 18-19/07/2016 Lecturer Petra Schrott - @petraschrott
  2. 2. #mycuoaCUOA Business School - All right reserved Marketing Consultant & Professor. My expertise are in: Marketing Strategy, Product Marketing and Digital marketing. Worked for: Consumer goods, Cosmetics, Apparel & Fashion (fashion accessories), Small Domestic Appliances, Travel & Tourism. In love with Branding and Social Media. Founder of Marketing Blogger: AgataMarketing. I am Petra Schrott I love to travel, to ski, and to run. I love Brazilian Music, Sushi, and I am a Meditattion Student. My loved brands are: Mini, Apple and SodaStream! I am half a creative person and half a analytical one.
  3. 3. #mycuoaCUOA Business School - All right reserved What we will do today Value Brands Map Cult Brands The rules of Cult Brands Brand Archetypes Preminisation and SodaStream Brief on Project Work OYBO
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  6. 6. #mycuoaCUOA Business School - All right reserved Value Brands Map A new map of “symbol-intensive brand” categories (brands that represent certain qualities or meanings to the consumer rather than just functional values) The axis of our map are the “scope” of a brand i.e. the number of market segments it serves (e.g. price, gender, age, product categories, context of use) and the type of benefit it delivers such as functional (e.g. usefulness, durability); emotional benefits i.e. the ability to stimulate emotional responses in consumers. Within this map, we charted five main categories that symbol-intensive brands fall into, plus an outlier category where the possibility of failure by fad is strongest. .
  7. 7. #mycuoaCUOA Business School - All right reserved • Our first category is “Authority Brands,” brands that typically fall within a narrow market segment and generally auto-directed emotional responses, making people feel a certain way. They are often based on technology patents or processes or highly distinctive styles, for example Illy; BlackBerry;. Often this category is the starting point for brands that become iconic and which gradually extend into new product segments, • The second category of symbol-rich brands are “Solution Brands,” the territory that most well-known brands occupy. Like authority brands, these often make people feel a certain way, but unlike them, they cover a wide range of consumer segments. Often, these brands were formally authority brands that started as highly respected products in a defined area, for example Microsoft Honda, and Mattel Value Brands Map
  8. 8. #mycuoaCUOA Business School - All right reserved Our third category is “Icon Brands.“ These brands carry with them powerful universal values or stories that are instantly recognizable. They prompt hetero- directed responses, making people perceive they have “become” something more than their usual status. Most have transcended fashion. For example Chanel, Bulgari or Tiffany. They have often travelled from the position of “authority brand,” gradually extending their reach beyond a very exclusive audience. At the height of an Icon Brand’s success, it will share deep values that go beyond age and geographical boundaries. But this is also a weakness because in society, values can change. Usually change is slow and a brand can keep in sync. When it is deep and fast an Icon brand can fall from grace. This can also happen if an Icon Brand does not stick to its core values. For example, Gap suffered when it left its “American classic” positioning. Value Brands Map
  9. 9. #mycuoaCUOA Business School - All right reserved Finally the last category is “Lifestyle Brands,” those that truly represent the word by associating themselves firmly with a particular way of life. They deliver strong social benefits through which a consumer will be able to subconsciously answer the question, “when I buy this brand, the type of people I relate to are…” they create a sense of belonging or disrupt the status quo. Nike aligns people who want to push their limits. Club Med connects those who wish to communicate; The Body Shop, those who value nature. A lifestyle brand will almost always originally connect with young consumers and represent change. Brands such as Apple, Virgin and Nike initially grew from a youthful community before convincing more people that adopting them would amplify their personal ethosor identity. Value Brands Map
  10. 10. #mycuoaCUOA Business School - All right reserved The fourth category on our map are “Cult Brands,” those that are orientated toward symbolic excellence. They are usually specialists tied to a single customer segment or product category. They often deliver “social” benefits making people feel part of a group; think bikers, golfers, musicians. Harley-Davidson is of course a classic example. A product that is not necessarily the most advanced, but encapsulates the spirit of the open road. Value Brands Map
  11. 11. #mycuoaCUOA Business School - All right reserved The 7 Rules of Cult Brands Photograph by: Oliver Fluck
  12. 12. #mycuoaCUOA Business School - All right reserved Welcome to the World of Cult Brands
  13. 13. #mycuoaCUOA Business School - All right reserved What defines a Cult Brand?
  14. 14. #mycuoaCUOA Business School - All right reserved Cult Brands understand that their brands belong to the customers, and only the customer’s voice counts. Cult Brands embrace their customers by anticipating their basic and higher needs.
  15. 15. #mycuoaCUOA Business School - All right reserved As a consequence, Cult Brands achieve a level of customer loyalty unprecedented in traditional business. Cult Brands are perceived as being the high-value option within their industry. They are often the standard that their competitors are judged against.
  16. 16. #mycuoaCUOA Business School - All right reserved What are the benefits of becoming a Cult Brand?
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  18. 18. #mycuoaCUOA Business School - All right reserved Cult Brands tend to command premium prices, which has an obvious positive impact on profitability.
  19. 19. #mycuoaCUOA Business School - All right reserved Cult Brands attract new customers at a higher rate than their competitors, and they keep those customers for a longer period of time.
  20. 20. #mycuoaCUOA Business School - All right reserved Customers tend to do more business with greater frequency with Cult Brands, and they enthusiastically recommend the brand to their family and friends.
  21. 21. #mycuoaCUOA Business School - All right reserved Cult Brands enjoy extreme consumer enthusiasm. This enthusiasm is not tied to a specific product or product line, but instead tends to extend to the entire organization, including their iconography and messaging.
  22. 22. #mycuoaCUOA Business School - All right reserved How does your business become a Cult Brand? the Seven Rules of Cult Brands. These rules are the fundamental tenets that all Cult Brands consciously or instinctively follow as they do business.
  23. 23. #mycuoaCUOA Business School - All right reserved These Seven Rules of Cult Brands provide a framework for attracting loyal customers, differentiating your brand, and growing your business.
  24. 24. #mycuoaCUOA Business School - All right reserved Rule #1 Differentiate Consumers want to be part of a group that’s different.
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  26. 26. #mycuoaCUOA Business School - All right reserved Rule #2 Be Courageous Cult Brand inventors show daring and determination.
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  28. 28. #mycuoaCUOA Business School - All right reserved Rule #3 Promote a Lifestyle Cult Brands sell experiences.
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  30. 30. #mycuoaCUOA Business School - All right reserved Rule #4 Listen to your Customers Cult Brands know the wants and needs of their customers, creating lifelong evangelists.
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  32. 32. #mycuoaCUOA Business School - All right reserved Rule #5 Support Customer Communities Cult Brands know how foster social groups.
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  34. 34. #mycuoaCUOA Business School - All right reserved Rule #6 Be Open, Inviting and Inclusive Cult Brands make you feel like you belong.
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  36. 36. #mycuoaCUOA Business School - All right reserved Rule #7 Promote Personal Freedom Cult Brands are empowering and expansive.
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  38. 38. #mycuoaCUOA Business School - All right reserved Integrating the Seven Rules of Cult Brands into your business approach expands the number of ways you can connect with your best customers.
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  72. 72. #mycuoaCUOA Business School - All right reserved Brand Archetypes
  73. 73. #mycuoaCUOA Business School - All right reserved Brand Archetypes
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  78. 78. #mycuoaCUOA Business School - All right reserved 2013 SodaStream & Campari present SodaStream Source Aperol Spritz
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  80. 80. #mycuoaCUOA Business School - All right reserved How you get from mass to lifestyle brand SodaStream Premium Product Design Use a luxury communication code –Brand ambassador Associate with Premium Brands Act and be where Premium brands are
  81. 81. #mycuoaCUOA Business School - All right reserved Premium Product Design
  82. 82. #mycuoaCUOA Business School - All right reserved Salone del Mobile Design
  83. 83. #mycuoaCUOA Business School - All right reserved Brand Ambassador
  84. 84. #mycuoaCUOA Business School - All right reserved Co-Branding
  85. 85. #mycuoaCUOA Business School - All right reserved Co-Branding Events French Connection
  86. 86. #mycuoaCUOA Business School - All right reserved Window Dressing
  87. 87. CUOA Business School Petra Schrott @petraschrott www.agatamarketing.com Grazie

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