A lezione di Brand Reputation
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Le slide della lezione di brand reputation tenuta da Marcello Coppa, CEO di Coppa+Landini, al Master in “Innovation, Digital Technology Entrepreneurship and Advanced Internationalization” (IDEA Programme), promosso da Accenture e Università Cattolica del Sacro Cuore di Milano.
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A lezione di Brand Reputation
- 2. ❯ BSc (Hons) in Communication Science and Technology ❯ MSc (Hons) in Communication and economics ❯ CEO of Coppa+Landini, design driven innovation consulting and startup studio ❯ 8 years of experience in marketing and branding consulting
- 3. 1. What is a brand? 2. The brand elements 3. A model for strategically building brands: from brand vision to brand evaluation (de Chernatony) 4. Measuring the value of a brand: brand equity 5. Brand identity, brand image, brand reputation 6. A new paradigm for strategic branding: branding from below (Coppa & Landini)
- 5. Let’s define what a brand is
- 6. The most important intangible asset an organization can have
- 7. ❯ Sign of ownership ❯ Differentiating device ❯ Functional device ❯ Symbolic device ❯ Risk reducer ❯ Shorthand device ❯ Legal device ❯ Strategic device (de Chernatony & McDonald, 2003)
- 8. Brands are ❯ The language of consumption ❯ A way to express ourselves ❯ Part of our worlds ❯ Part of our stories ❯ Part of our cultures (as tangible artifacts) ❯ Enablers of social meanings ❯ Enablers of social relationships
- 9. ❯ Narrative thinking as a basic way to store knowledge, build one’s own identity and inspire ❯ Storytelling is a key mechanism to convey brand meanings ❯ Components of a story (Burke, 1945): ❯ Actor ❯ Sequence of actions ❯ Goal ❯ Context ❯ Tools
- 10. ❯ Brand stories are not told only by the official brand communication, but also in C2C conversations ❯ Conversations play an important role in brand reputation ❯ In markets as (mediated) conversations (Mandelli and Snehota, 2008), a new paradigm is needed to maange brands (Mandelli, 2012)
- 11. ❯ Brands are the way stakeholders relate to products, offerings and organizations.
- 12. ❯ The brand acts as a promise to the consumer to deliver an expected experience ❯ Expectations are the result of brand and stakeholder communication ❯ Execution is critical for branding
- 13. ❯ Amount of technological complexity ❯ Level of competition ❯ Speed required to compete ❯ Turbulence Unbundling (firm specialization) and re-bundling (networks) Interdependence
- 14. The brand is not something static, it is embedded in social interactions.
- 16. The tangible and perceptual aspects of a brand. ❯ Name ❯ Logo (and/or logotype) ❯ Tagline or catchphrase ❯ Graphics ❯ Colors ❯ Shapes ❯ Sounds ❯ Tastes, scents and fragrances ❯ Other characteristics elements of the experience
- 17. The brand elements are just the tip of the iceberg of what it takes to create a brand.
- 21. Schein, 1984
- 22. Long term Short term de Chernatony, 2001
- 26. Porter, 1985
- 31. de Chernatony, 2001 Brand attributes •Awareness •Image •Perceived quality •Perceived value •Personality •Organizational associations Brand strength • Leadership • Price premium • Loyalty • Market share and distribution Brand value
- 32. A set of strong, favourable and unique brand associations in the mind of consumers. Keller, 1993
- 33. Keller, 1993
- 35. Kapferer, 1997
- 36. Keller, 1993
- 37. A collective representation of the brand’s past actions and results that describe the brand’s ability to deliver valued outcomes to multiple stakeholders. Fombrun & Rindova, 1996
- 38. ❯ Comportamento del brand/azienda ❯ Comunicazione del brand/azienda ❯ Comunicazione degli stakeholder Reputazione ❯ Fiducia ❯ Scelta di acquisto ❯ Advocacy ❯ License to operate ❯ Investimenti ❯ Career brand (capacità di attrarre talenti)
- 48. - Assume un ruolo di leader
- 53. Nonaka & Takeuchi, 1995
- 55. Henry Chesbrough, Open innovation, 2004
- 61. - Assume un ruolo di leader
- 66. - Assume un ruolo di leader