Power of Branding - Dr. Robert Ristino, Clark University


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Slides for Dr. Robert Ristino's keynote presentation to the Providers' Council's seminar on the Power of Branding on April 7, 2010 at the Crowne Plaza Hotel in Natick, Massachusetts. Dr. Ristino is an adjunct professor at Clark University. Ristino has a 30-year career in organizational communications and has served in public relations management positions at General Electric and UMass Memorial Healthy System.

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  • Eminem aka Slim Shady or Marshall Bruce Mathers III.
  • Need to establish the brand’s quality level and other attributes that will support the brand’s targeted position in the marketplace.
  • Individual Brand names : Procter and Gamble. Blanket Family Name : Heinz and General Electric. Separate Family Names : Sears, such as Kenmore for appliances, Craftsman for tools, etc.) Company Trade name with individual product names : Kellogg’s Rice Krispies and Kellogg’s Raisin Bran).
  • Such as the Blackberry product line of cell phones: Blackberry Curve, Blackberry Pearl, etc.
  • Power of Branding - Dr. Robert Ristino, Clark University

    1. 1. Branding The process of giving an identity to a person, place or thing….
    2. 2. …so that you stand out from the crowd!
    3. 3. Agenda <ul><li>Defining the terms branding, brand and brand name. </li></ul><ul><li>The benefits of branding. </li></ul><ul><li>To be or not to be: The branding decision. </li></ul><ul><li>Establishing the brand. </li></ul><ul><li>Protecting the brand. </li></ul><ul><li>Branding redux. </li></ul>
    4. 4. Definitions <ul><li>Brand : A name, term, sign, symbol, or design, or a combination of them which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from their competitors. </li></ul>
    5. 5. More Definitions <ul><li>Brand Name: That part of a brand which can be vocalized -- utterable, such as Apple or Lexus. </li></ul><ul><li>Brand Mark: That part of a brand that can be recognized but is not utterable, such as a symbol, design, or distinctive coloring or lettering. </li></ul>
    6. 6. and some more Definitions <ul><li>Trademark: A brand or a part of a brand that is given legal protection because it is capable of exclusive appropriation, that is, it is essentially a legal term protecting the seller’s exclusive rights to use the brand name/ or brand mark. </li></ul><ul><li>Branding: The process of establishing brand names, marks, or trade names for a product or a service. </li></ul>
    7. 7. Test Time
    8. 8. Who or What is Brangelina ?
    9. 9. Who or What is Gi ?
    10. 10. Who or What is Eminem?
    11. 11. Who or What is Eminem?
    12. 12. The Benefits of Branding <ul><li>Adds value to the seller’s offer and more satisfaction for the buyer. </li></ul><ul><li>Differentiates a product/service from its competitors. </li></ul><ul><li>Motivates organizations to work hard to ensure the quality and consistency of their products/services. </li></ul>
    13. 13. Branding Objectives <ul><li>Convey the attributes of the organization </li></ul><ul><li>Reinforce credibility </li></ul><ul><li>Establish emotional connection with customers </li></ul><ul><li>Motivate the buyer </li></ul><ul><li>Solidify customer loyalty </li></ul>
    14. 14. Branding Decisions <ul><li>The branding decision </li></ul><ul><li>Brand-sponsor decision </li></ul><ul><li>Brand-quality decision </li></ul><ul><li>Family-brand decision </li></ul><ul><li>Brand-extension decision </li></ul><ul><li>Multi-brand decision </li></ul><ul><li>Brand-repositioning decision </li></ul>
    15. 15. The Branding Decision <ul><li>Does the product/service require a strong, recognizable identity? </li></ul><ul><li>Does the product/ service require legal protection from imitation? </li></ul><ul><li>Does the producer want to emphasize a certain quality level in the offer? </li></ul><ul><li>Does a brand name provide the product/service with inherent drama to create price differentiation? </li></ul>
    16. 16. Brand-Sponsor Decision <ul><li>Use the company’s name </li></ul><ul><li>Use the middleman’s names </li></ul><ul><li>Use a mixed-brand policy </li></ul>
    17. 17. Brand-Quality Decision <ul><li>Establishing a brand’s quality level </li></ul><ul><li>Two decisions to make: </li></ul><ul><ul><li>Where to locate brand’s initial quality. </li></ul></ul><ul><ul><li>How to manage the brand’s quality level through time. </li></ul></ul>
    18. 18. Family-Brand Decision <ul><li>Four major brand strategies: </li></ul><ul><ul><li>Individual brand names. </li></ul></ul><ul><ul><li>A blanket family name for all products. </li></ul></ul><ul><ul><li>Separate family names for all products. </li></ul></ul><ul><ul><li>Company trade name combined with individual product names. </li></ul></ul>
    19. 19. Brand-Extension Decision <ul><li>Any effort to use a successful brand name to launch product modifications or additional products. </li></ul>
    20. 20. Multibrand Decision <ul><li>Reasons for a multibrand strategy: </li></ul><ul><ul><li>Increased competition in market segment. </li></ul></ul><ul><ul><li>Few customers are loyal to one brand. </li></ul></ul><ul><ul><li>Develop excitement and encourage efficiency in sponsoring organization. </li></ul></ul><ul><ul><li>Allows for exploiting different market segments. </li></ul></ul>
    21. 21. Brand-Repositioning Decision <ul><li>Reasons for brand repositioning: </li></ul><ul><ul><li>Competitor brand enters your market segment. </li></ul></ul><ul><ul><li>Customer preferences shift. </li></ul></ul><ul><ul><li>New customer opportunities arise in the market. </li></ul></ul><ul><li>Factors to weigh: Cost and revenue. </li></ul>
    22. 22. Establishing the Brand <ul><li>Conduct market research about the brand. </li></ul><ul><li>Create the brand. </li></ul><ul><li>Develop policies and procedures to govern use of the brand. </li></ul><ul><li>Educate the organization about the brand. </li></ul><ul><li>Apply the brand uniformly. </li></ul><ul><li>Promote the brand. </li></ul>
    23. 23. Creating the brand on the Cheap <ul><li>Seek pro bono assistance: </li></ul><ul><ul><li>Communication/marketing consultant </li></ul></ul><ul><ul><li>Graphic designer </li></ul></ul><ul><ul><li>Local college/university graduate programs </li></ul></ul><ul><ul><li>Professional associations (e.g., PRSA, AMA, Ad Clubs, etc.) </li></ul></ul><ul><li>Do your own research </li></ul><ul><li>Employ the power of the mass </li></ul>
    24. 24. Protecting the Brand <ul><li>Enforce branding guidelines. </li></ul><ul><li>Provide guidance and oversight for vendors applying or using the brand. </li></ul><ul><li>Ensure branding is consistent across and throughout the organization. </li></ul><ul><li>When necessary, employ legal action to protect the trademark. </li></ul>
    25. 25. What We’ve Learned <ul><li>What is a brand. </li></ul><ul><li>Why we brand. </li></ul><ul><li>How we brand. </li></ul><ul><li>How we protect what we’ve branded. </li></ul>
    26. 26. Applause, Please!