1. The document discusses the history and concepts of branding from cattle branding in ancient times to the rise of global brands in the 17th century and proliferation of brands in the 20th century with the industrial revolution and modern media and transportation.
2. It examines the concepts of brand equity, value, awareness, loyalty, associations and identity. Strong brands are built through commitment to quality, awareness promotions, fostering loyalty through all times, and strong clear identities.
3. The document warns of four traps in developing brand identity - focusing only on brand image, using brand positioning instead of as part of identity, only having an external perspective, and fixating only on product attributes instead of the full brand. An effective identity
This was a presentation provided to the Canadian Security Association (CANASA) association members 2019. It focused on the importance of branding and how your story porvides strategic differentiation and ultimately determines your personal and organizational success.
<< I apologize for the minor formatting funkiness that happened when this uploaded. >>
This Branding Presentation, part of a September 19, 2013 seminar by Kate Austin-Avon of Advokate, answers the following important questions:
1. What is Branding?
2. Why Branding is Relevant to Your Business
3. What Elements Comprise a Successful Brand
4. How Often a Brand Should be Updated
5. Where to Start
This presentation was part of the Adirondack Business Development Partnership, a collaboration between the Adirondack Regional Chamber of Commerce and the Small Business Development Corporation. It was presented at SUNY Adirondack's Regional Higher Education Center.
Contact Advokate for a worksheet to jumpstart the process of developing YOUR brand!
Kate Austin-Avon
www.advokate.net
(518) 353-2121
kate@advokate.net
Branding is the most misunderstood concept in the business world. This deck tries to help demystify the basics of branding and a few tools that can help a business owner or a personality to manage his/her personal or organization's brand.
Revelation Master Class: Activities For Brand UnderstandingRevelation Next
In this webinar led by Revelation CEO Steve August, Steve presents a set of activities that will enable you to quickly develop deeper qualitative understanding of the customer brand relationship.
Intro to Branding & Brand management - ElkottabMuhammad Omar
it's my material for the training workshop of "Intro to Branding & Brand Management" that has been held among other 7 workshops of #elkottab training event organized by E3langi.com in November 2014
This was a presentation provided to the Canadian Security Association (CANASA) association members 2019. It focused on the importance of branding and how your story porvides strategic differentiation and ultimately determines your personal and organizational success.
<< I apologize for the minor formatting funkiness that happened when this uploaded. >>
This Branding Presentation, part of a September 19, 2013 seminar by Kate Austin-Avon of Advokate, answers the following important questions:
1. What is Branding?
2. Why Branding is Relevant to Your Business
3. What Elements Comprise a Successful Brand
4. How Often a Brand Should be Updated
5. Where to Start
This presentation was part of the Adirondack Business Development Partnership, a collaboration between the Adirondack Regional Chamber of Commerce and the Small Business Development Corporation. It was presented at SUNY Adirondack's Regional Higher Education Center.
Contact Advokate for a worksheet to jumpstart the process of developing YOUR brand!
Kate Austin-Avon
www.advokate.net
(518) 353-2121
kate@advokate.net
Branding is the most misunderstood concept in the business world. This deck tries to help demystify the basics of branding and a few tools that can help a business owner or a personality to manage his/her personal or organization's brand.
Revelation Master Class: Activities For Brand UnderstandingRevelation Next
In this webinar led by Revelation CEO Steve August, Steve presents a set of activities that will enable you to quickly develop deeper qualitative understanding of the customer brand relationship.
Intro to Branding & Brand management - ElkottabMuhammad Omar
it's my material for the training workshop of "Intro to Branding & Brand Management" that has been held among other 7 workshops of #elkottab training event organized by E3langi.com in November 2014
Brand Amplitude's perspective on measuring brand equity. Includes definition of brand equity, review of brand equity measurement approaches by leading academics and practitioners (Keller, Aaker, Reichfeld, Rust, Gregory, Gerzema, more). Includes examples of brand measures and in-depth examination of share tiering approach to measuring equity.
There have been brands that have made a difference to this fiercely competitive business world just by their sheer brand power.
This brand power is not created overnight. There are multiple factors that play pivotal roles to synergize for creation of a powerful brand image.
This is why some brands eventually evolve to be termed as GENERIC BRANDS because they become synonyms to the product/ service they manufacture.
The key point for all such companies is to create the right perception of their brand amongst their target audience. It’s all about settling down in the minds of the people.
The tools and methods applied to satisfy the customers may be many, but the ultimate goal is always constant.
As a result, the brand of the company becomes its most valuable asset.
A generic brand, also known as a genericized trademark or proprietary eponym, is a trademark or brand name that has become the generic name for, or synonymous with, a general class of product or service, against the usual intentions of the brand's owner. Using a genericized trademark to refer to the general form of what that brand represents is a form of metonymy.
A brand is said to become genericized when it began as a distinctive product identifier but has changed in meaning to become generic. A brand typically becomes "genericized" when the products or services with which it is associated have acquired substantial market dominance or mind share such that the primary meaning of the genericized brand becomes the product or service itself rather than an indication of source for the product or service. A trademark thus popularized has its legal protection at risk in some countries such as the United States and United Kingdom, as its intellectual property rights in the trademark may be lost and competitors enabled to use the genericized brand to describe their similar products, unless the owner of an affected brand works sufficiently to correct and prevent such broad use.
Hélène is going to explain how to transform your food blog into a powerful brand. Branding can seem like a very daunting process but with some clear guidelines/examples and cheat sheets it can be made easy. She will take you through key branding principles when developing, growing, running your blog and explain how clear branding is really helpful when developing logos, website design, social media presence, PR pack… and approaching other brands.
For the consumers, a brand is a product. But for the maker or the seller, a brand is an identifier of its goods and services and a promise of consistently delivering the features/benefits that the consumers desire from the brand
In this presentation, we will talk about various aspects of experiential marketing with a focus on the brands, phases of marketing and marketing aesthetics.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
brand conciousness and brand loyalty
2) content
-What is Brand?
-What is Brand consciousness/ awareness?
-What is Brand loyalty?
-A case study of Apple
3) what is brand?
A brand is a name, term, design or other feature that distinguishes one seller's product from those of others.
A modern example of a brand is Coca-Cola which belongs to the Coca-Cola Company.
The word "brand" is often used as a metonym referring to the company that is strongly identified with a brand.
A logo often represents a specific brand.
A widely known brand is said to have "brand recognition".
Brands Exist to Serve Customers,Not the other way around.But you’d never know that from the way Brands are Managed. But are we acting in Customer focused way or Brand focused way ?Brand Management still trumps Customer Management in most large companies and the focus is increasingly incompatible with Growth. Brand should be in the service of the larger goal: growing customer equity
In this session, students will see how branding influences advertising as a brand act as an identity for the product in the market. A marketer should take into consider all the good and negative points before naming a product.
Brand Amplitude's perspective on measuring brand equity. Includes definition of brand equity, review of brand equity measurement approaches by leading academics and practitioners (Keller, Aaker, Reichfeld, Rust, Gregory, Gerzema, more). Includes examples of brand measures and in-depth examination of share tiering approach to measuring equity.
There have been brands that have made a difference to this fiercely competitive business world just by their sheer brand power.
This brand power is not created overnight. There are multiple factors that play pivotal roles to synergize for creation of a powerful brand image.
This is why some brands eventually evolve to be termed as GENERIC BRANDS because they become synonyms to the product/ service they manufacture.
The key point for all such companies is to create the right perception of their brand amongst their target audience. It’s all about settling down in the minds of the people.
The tools and methods applied to satisfy the customers may be many, but the ultimate goal is always constant.
As a result, the brand of the company becomes its most valuable asset.
A generic brand, also known as a genericized trademark or proprietary eponym, is a trademark or brand name that has become the generic name for, or synonymous with, a general class of product or service, against the usual intentions of the brand's owner. Using a genericized trademark to refer to the general form of what that brand represents is a form of metonymy.
A brand is said to become genericized when it began as a distinctive product identifier but has changed in meaning to become generic. A brand typically becomes "genericized" when the products or services with which it is associated have acquired substantial market dominance or mind share such that the primary meaning of the genericized brand becomes the product or service itself rather than an indication of source for the product or service. A trademark thus popularized has its legal protection at risk in some countries such as the United States and United Kingdom, as its intellectual property rights in the trademark may be lost and competitors enabled to use the genericized brand to describe their similar products, unless the owner of an affected brand works sufficiently to correct and prevent such broad use.
Hélène is going to explain how to transform your food blog into a powerful brand. Branding can seem like a very daunting process but with some clear guidelines/examples and cheat sheets it can be made easy. She will take you through key branding principles when developing, growing, running your blog and explain how clear branding is really helpful when developing logos, website design, social media presence, PR pack… and approaching other brands.
For the consumers, a brand is a product. But for the maker or the seller, a brand is an identifier of its goods and services and a promise of consistently delivering the features/benefits that the consumers desire from the brand
In this presentation, we will talk about various aspects of experiential marketing with a focus on the brands, phases of marketing and marketing aesthetics.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
brand conciousness and brand loyalty
2) content
-What is Brand?
-What is Brand consciousness/ awareness?
-What is Brand loyalty?
-A case study of Apple
3) what is brand?
A brand is a name, term, design or other feature that distinguishes one seller's product from those of others.
A modern example of a brand is Coca-Cola which belongs to the Coca-Cola Company.
The word "brand" is often used as a metonym referring to the company that is strongly identified with a brand.
A logo often represents a specific brand.
A widely known brand is said to have "brand recognition".
Brands Exist to Serve Customers,Not the other way around.But you’d never know that from the way Brands are Managed. But are we acting in Customer focused way or Brand focused way ?Brand Management still trumps Customer Management in most large companies and the focus is increasingly incompatible with Growth. Brand should be in the service of the larger goal: growing customer equity
In this session, students will see how branding influences advertising as a brand act as an identity for the product in the market. A marketer should take into consider all the good and negative points before naming a product.
Worldwide Warehouse Logistics Group CapabilitiesCliff Driggers
Worldwide Warehouse Logistics Group Partners with some of the best manufacturers in the Material Handling Industry.
Poweramp Premium Loading Dock Equipment
GMR Safety Truck Restraints
Fairborn USA Dock Seals and Shelters
Rytec High Speed Doors
Go Fan Yourself HVLS Industrial/Commercial Fans
Lusio by Flextronics LED Warehouse Lighting
Spacesaver Industrial High Density Mobile Systems
Wayne Dalton Sectional, Rolling Steel and Rolling Steel Fire Doors
DL Manufacturing
Alba Conveyor Manufacturer
As well as products from these manufacturers
Bluff Manufacturing, Ideal Shield, Got-Rack, Clopay, Cram-A-lot, Southworth Products, Tennant and others
1. Brand Equity
2. Consumer Knowledge about Brand
3. Type of Brand Associations
4. Brand Personality Association
5. Why are Brand Personality Associations Important? – Importance to Marketers
6. Why are Brand Personality Associations Important? – Importance to Consumers
7. When are Brand Personality & Associations are important
8. Implementing a Brand Personality Strategy
9. Executing a Brand Personality Strategy
Brand Management, Brand, terms use in brand management, marketing, strategies, new challenges, new strategies, 2022 marketing strategies and Pharmaceutical Marketing etc.
Honest Reviews of Tim Han LMA Course Program.pptxtimhan337
Personal development courses are widely available today, with each one promising life-changing outcomes. Tim Han’s Life Mastery Achievers (LMA) Course has drawn a lot of interest. In addition to offering my frank assessment of Success Insider’s LMA Course, this piece examines the course’s effects via a variety of Tim Han LMA course reviews and Success Insider comments.
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
Biological screening of herbal drugs: Introduction and Need for
Phyto-Pharmacological Screening, New Strategies for evaluating
Natural Products, In vitro evaluation techniques for Antioxidants, Antimicrobial and Anticancer drugs. In vivo evaluation techniques
for Anti-inflammatory, Antiulcer, Anticancer, Wound healing, Antidiabetic, Hepatoprotective, Cardio protective, Diuretics and
Antifertility, Toxicity studies as per OECD guidelines
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdfTechSoup
In this webinar you will learn how your organization can access TechSoup's wide variety of product discount and donation programs. From hardware to software, we'll give you a tour of the tools available to help your nonprofit with productivity, collaboration, financial management, donor tracking, security, and more.
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
2. A history of branding
Cattle branding
Greek
Civilization
Pottery
Roman
Civilization
Products
Flags & Standards
Medieval
Sales
Porcelain
Appearance of to-be
global brands
17th Century
Product marketing
Industrial
Revolution
WWW
Media proliferation
Transportation
20th Century
Corporate branding
3. What is brand equity?
• A set of assets (and liabilities) linked to a brand’s
name and symbol
– The value that a brand adds to a product or service
– Much like the concept of goodwill
• Future expectations; money
Aaker chap. 1
4. Value of a Brand
Rowntree (KitKat, After Eight & Polo Mint)
• Nestlé paid 45 bill.; 5x asset value
Kraft General Foods
• Philip Morris paid 129 bill; 4x asset value
6. Asset factors - building a brand strong
1. Commitment to quality – perceived (delivered)
quality = fastest route to consumer satisfaction
2. Awareness – promotions, ads, logo (increase
customer familiarity)
3. Fostering loyalty – even in troubled times
4. Strong and clear brand identity build upon
associations
Aaker chap. 1
7. 1. Perceived quality
• The only brand association which can drive
financial performance
– Influences total perception of the brand
• Price ↔ Quality position
– Quality is a key strategic factor for most
companies (TQM)
• Often found in mission statements
• But then what is quality??
Aaker chap. 1
8. 2. Brand awareness
• The strength of the brand’s presence in the
consumer’s mind
• Measured according to ways in which consumers
remember the brand
– recognition
– re-call
– recognition v recall?
– the ultimate awareness level = brand name
dominance
Aaker chap. 1
9. 3. Brand loyalty
• Brand value is largely created by customer
loyalty
– A brand without loyalty is vulnerable
• Loyalty has great impact on marketing costs
Aaker chap. 1
10. 4. Brand associations
• Brand equity strongly supported by
associations made by consumers
– Associations might include product attributes,
celebrity spokesperson or particular symbol
• Brand associations driven by brand identity
THUS, a key to building strong brands is to
develop and implement a brand identity
Aaker chap. 1
11. Building strong brands is doable!
Key is to:
• develop brand identity
– know what the brand stands for
• express the identity – effectively and consistently
• manage internal forces
Aaker chap. 1
12. Brand Identity
Brand identity is the driver of one of the four principal dimensions of brand equity
• Brand associations.
Brand identity:
• A unique set of brand associations that the brand
strategist aspires to create or maintain.
–
what the brand stands for and imply a promise to customers from the organisation members.
Aaker chap. 3
13. Brand Identity Traps
Limits the identity leading to ineffective and often
dysfunctional brand strategies.
1. The brand image trap
Customer > Company
2. Brand Positioning Trap
Part of Identity but not instead of
3. External perspective Trap
Identity < Why customers buy
4. Product-Attribute Fixation Trap
Most common trap
Limitations:
» Fail to differentiate
» Are easy to copy
» Assume a rational customer
» Limit brand extension strategies
» Reduce strategic flexibility
-
Relevance
+
Aaker chap. 3
14. Brand image trap
• Brand image trap: lack of efforts to go beyond
the brand image
• Brand image becomes brand identity
• Solution: provide useful and necessary
background information when developing
brand identity to improve the customer
perception
14
15. Brand image vs Brand identity
Brand image
Brand identity
Is passive and looks to the past
Should be active and look to the future,
reflecting associations aspired for brand
Tends to be tactical
Should be strategic, should reflect the
business strategy to lead to sustainable
advantage
Might not be silent
Should reflect brand brand’s enduring
qualities
15
16. Brand position trap
• Part of brand identity and value proposition
that is to be communicated and demonstrates
an advantage over competitive brands
• The trap occurs when the search for a brand
identity becomes a search for a brand position
16
17. The external perspective trap
• The company fails to realize the role that
brand identity plays in helping the
organization understanding its basic value and
purpose
Eg: it is hard to expect the employees to make a
vision happen if they do not understand and
buy into the same vision of the company
17
18. Product-attribute fixation trap
• Trap- the strategic and tactic management of the brand is
focusing only on the product attributes Wrong
• attributes are not the only relevant basis for customer
decision and competitive dynamics
A brand is more than a product
• Product attributes as the basis for brand identity have
important limitations: Fail to differentiate
Easy to copy
Assume a rational consumer
Reduce the strategic flexibility
18
19. Avoiding the traps
•
To help ensure that the brand has texture and depth (and are
not caught in the identity traps), the firm should consider its
brand as:
–
–
–
–
a product
an organisation
a person
a symbol
ALL BRANDS ARE A PRODUCT
BUT
NOT ALL PRODUCTS ARE A BRAND!
Aaker chap. 3
20. The brand as a product
- Product related associations
Product related associations will almost always be an
important part of brand identity
•
Linked to brand choice decisions and use experience
The brand-as-product
•
•
•
•
•
•
Product scope
Product attributes
Quality/value
Uses
Users
Country of origin
Aaker chap. 3
21. The Brand as organisation
This perspective focuses on attributes of the
organisation rather than those of the product or service.
• Organisational attributes are more enduring and more
resistant to competitive claims than product attributes.
Organisational attributes can contribute to a value
proposition.
The brand-as-organisation
• Organisational attributes
• Local versus global
Aaker chap. 3
22. The brand as person
• This perspective suggests a richer and more interesting brand
identity than one based on product attributes.
• It can help create a self-expressive benefit.
• Brand personality can be the basis of a relationship
between the customer and the brand
The brand-as-person
• Brand personality
• Brand-customer relationships
Aaker chap. 3
23. The brand as symbol
A strong symbol can provide cohesion and structure to
an identity and make it much easier to gain recognition
and recall.
A strong symbol can be the cornerstone of a brand
strategy. Sometimes it can also represent the essence
of the brand.
The brand-as-symbol
• Visual
imagery/metaphors
• Brand heritage
Aaker chap. 3
24. The identity structure
Consists of core identity and extended identity
Core identity - The central, timeless essence of the brand
•
Contains the associations that are most likely to remain constant as the
brand travels to new markets and products.
•
•
Mc Donald’s: value offering, quality, service, cleanliness, user
Nike: product trust, user, performance, enhancing lives
Aaker chap. 3
25. The identity structure
Extended identity
•
Includes brand identity elements, organised into cohesive and meaningful
groupings that provide texture and completeness (the mental network,
figure 3.9).
– E.g. brand personality is often part of the extended identity.
– Mc’ Donalds sub brands(Mc Cofee), logo , characters , convenience
– Nike personality, logo, sub brands, slogans(?) endorsers
Aaker chap. 3
26. Working with multiple brand identities
• In some cases a brand identity is so persuasive
and universal that it will work in all markets
(Coca Cola)
– In most cases a brand identity will need to be adapted to different market or product
contexts
• When multiple identities are needed, the goal
is to have a common set of associations, some
of which will be the core identity. Different
elements can be emphasised in each market.
Aaker chap. 3
27. Formulating a value proposition
There are 3 elements to consider in the statement:
• Functional benefits
Product attributes
• Emotional benefits
Gives the customer a positive feeling
?
• Self-expressive benefits
communicate his or her
Gives the customer a way to
own self-image
The role of price is ALWAYS important.
28. Providing a value proposition
The brand identity needs to provide a
value proposition to the customer.
•
Leading to a brand-customer relationship and drive purchase decisions.
Luxury
Food
Auto
Services
Brand
Intangibles
Financial
Tangibles
IT
Pharma
Cemicals
0%
20%
Interbrand 2006
40%
60%
80%
100%
Aaker chap. 3
29. A Brand-customer relationship
A brand-customer relationship can be based on:
1. The value proposition
2. The brand identity
– many brand-customer relationships emerge when the brand is considered as
an organisation or person rather than a product.
Aaker chap. 3
30. First impressions count
How long time..
To…
500 millisec. Conscious reaction will be remembered
110
100 m sprinters reaction to start pistol
50
Notice visual signal and decide fight, flee or stay
31. • Brand image= how the brand is now percived
• Brand identity=how strategists want the
brand to be perceived
• Brand position=that part of the brand identity
and value proposition that needs to be
actively communicated to the targeted
audiences
31
33. … so the brand perception is not just
good products or clever marketing:
It’s everything we say, everything we do!
34. Why is it hard to build strong brands?
Pressure to
compete on price
Short-term pressures
Proliferation of competitors
Pressure to
invest elsewhere
Fragmenting
markets and media
Complexity
Bias against innovation
Complex brand
strategies and relationships
Bias towards
changing strategies
Aaker chap. 1
35. Creating awareness
• Establishing recall and recognition is vital
• The challenge is to break through the clutter
and create awareness (recall and recognition)
Aaker chap. 1
36. Creating perceptions of quality
• A claim of quality must always be based on substance and knowledge
Creating quality is not enough – the company must
create perceptions of quality
↔
Companies must work to maintain/deliver quality
Present perception based on previous experience (good
and bad)
Aaker chap. 1
37. Brand loyalty
• Brand value is largely created by customer
loyalty
• A brand without loyalty is vulnerable
• Loyalty has great impact on marketing costs
37
38. Enhancing loyalty
•
Develop or strengthen customers’ relations with the brand
•
Segmentation
– Non-customers, price switchers, passively loyal, fence sitters and committed
– Ladder
•
Brand awareness, perceived quality and clear brand identity can help
enhance loyalty, but also loyalty programmes (increasingly popular)
Aaker chap. 1
39. Today, brands are abundant and we live in an over-communicated
noisy world
40. Brand identity TRAPS
2. The brand position trap
– A brand position is the part of the brand identity and value
proposition that is to be actively communicated to the target
audiences and that demonstrates an advantage over competing
brands.
– The brand position trap occurs when the search for a brand identity
becomes a search for a brand position.
• Broad < Narrow = less activity guidance
3. The external perspective trap
– The firms fail to realize the role that a brand identity can play in
helping an organisation understand its basic values and purpose.
– Identity < Why customer buy the product
40
41. 4. The product-attribute fixation trap
•
•
•
The most common trap.
The trap occurs when the strategic and tactical management of the brand
is focused solely on product attributes
A brand is more than a product. The failure to distinguish between a
product and a brand creates the product-attribute fixation trap.
41
42. Dove Real Beauty Sketches
• http://www.youtube.com/watch?
v=litXW91UauE women
• http://www.youtube.com/watch?
v=ChY9DoEtE-4 men
42
Editor's Notes
New offering
Nimble competitors
Demanding customers
Pressure on price & margin
Pressure on sales & market share
A brand provides security for customers: they get what they expect
Nestle pay 5x the value because they paid for the expected future sales.
Perceived quality, good or bad, its about the customer’s expectations.
Future sales come mostly from loyalty – expecting customers to keep buying your product
The brand is owned by the customers through the way they perceive it.
The easiest one is to create recognition. It’s about being present when the need arises (being in the right place)
The costly and important one is creating re-call.
Re-call implies associating products with the brand.
What customers add to the product
Everything you do, starting with employee behaviour, helps with building the brand
Everybody plays a role in the brand: product developers, sales men, logistics, marketeers, production line, quality assurance, receptionist etc.
Everybody in the company has his/her own responsibility
…no chain stronger than the weakest part ...
Bases its brand identity and strategy on its product attributes: high quality, durability, reliability, and a premium price. In reality, however, the brand also delivers the feeling of buying and using the best