...some consideration of branding

1. Integrated Marketing Communications
communications strategy branding
4

2. what is a brand?
“...a special relationship with customers,
based on intangible qualities that evoke
strong emotional responses. These might
consist of a logo, a general look and feel, a
tone of voice and the way a company
interacts with its customers – but the whole
should be much greater than the sum of the
parts.”
a brand is something that creates…
CIM, 2010

3. “A brand is the set of expectations, memories,
stories and relationships that, taken together,
account for a consumer’s decision to choose
one product or service over another. If the
consumer (whether it’s a business, a buyer, a
voter or a donor) doesn’t pay a premium,
make a selection or spread the word, then no
brand value exists for that consumer.”
Godin, 2011
what is a brand?

4. a brand can be perceived as a product…
...that adds either rational and tangible
dimensions (related to performance)
…or as a symbol...
...symbolic, emotional and intangible dimensions
(related to what the brand represents)
Keller, 1997
what is a brand?

5. Fill, 2016, identified that a brand has twomain attributes…
intrinsic extrinsic
functional…
design
performance
ingredients/components
size/shape
price
meaning…
value
brand image
images of stores where sold
perceptions of users of the
brand
what is a brand?

6. brand names need to be...
memorable
likeable
adaptable
transferable
meaningful
protectable

7. brand names…
should be distinctive and able to differentiate
good brand names are easy to…
say
should be transferable across products, culture and countries
spell recall

10. brand constructs…
a successful brand is built on sixkey elements…
innovation
added-value
good quality
communicative support
differentiation
De Pelsmaker et. al., 2015
internal support

12. brand characteristics…
functional… the abilities, the areas where it delivers, what it does
personification… it’s humanist elements… fun, bland, exciting,
adventurous, caring, stylish
relationship building…creating a three-dimensional person or
character

14. brand strategies…
to start with… do you need a brand name?
is it essential?
do you need to differentiate?
branding works best as a pull strategy

15. brand names…
manufacturer
product
own-label
generic
…synonymous?

16. brand strategies…
line extension
expand on variety of offerings
accommodate needs of new segments
react to successful competitive
products
command the market
deter competitors
enhance the image of the parent brand

17. brand strategies…
brand extension…
existing brand into new product category
minimise risk of failure
risk of brand dilution
capitalise on image on reputation
incongruous product and brand can lead to
failure without support
can capture greater market share in shorter time

18. brand strategies…
corporate brand
using the name of the company for all products
commonly used by banks and financial institutions
capitalise on reputation
fairly inflexible

19. brand strategies… multi-branding
different names for products or ranges in the same product category
allows finer segmentation and
positioning through differentiation

21. brand strategies…
global branding
need the required global characteristics
similar approach to extension
localised branding
similar to multi-brand

22. brand portfolio...
all the brands and lines that an organisation possess
premium
the portfolio attempts to maximise
market coverage via…
bastion
fighter
flanker
De Pelsmaker et. al., 2015

23. brand loyalty…
Brand friend
Satisfied buyer with
switching costs
Satisfied/habitual buyer
Switchers/price sensitive
committed buyer
De Pelsmaker et. al., 2015

24. the future of branding?
lovemarks
respect
love
sensuality
deep emotional connection
intimacy
mystery

26. the future of branding…
Brand narratives
…an ongoing story
using metaphors and myths we understand…
…and connect with…
…and develop emotional attachments to
Creates identity, publicity and profit
…but what makes a good story?

27. Brand story archetypes…
passionate enthusiast
smart listener
likeable hero
little guy vs. big guy
inspired inventor
Cohen, 2012

28. Hero’s journey

29. brand narratives

30. What’s important here?
Theories of
…brands are highly influential in influencing behaviour
…brands have intrinsic and extrinsic factors attached to them…
we can better understand these as functional (rational) and emotional factors
brands can be incredibly valuable and polarising
…a brand narrative helps us identify with the brand