Brand 27 aprile
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This document discusses how brands build trust with customers and discusses the origins of branding. It notes that engineering a brand means designing a trust-based relationship with selected customers. However, it also notes that very often brands lie. The document covers different ways brands are developed, including through their country of origin, manufacturing process, and editorial branding. It discusses how individuals can also be brands and how recognizability is important for brands. It explores the concept of brand equity and brand positioning. It addresses brand integration across different parts of the supply chain and who owns the customer's trust. The key message is that designing trust with customers is important for brands but brands also frequently lie.
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Brand 27 aprile
- 1. Brand Trustwortihness (how a brand can be a liar) Enrico Viceconte, Stoà enrico.viceconte@gmail.com
- 2. Key message Engineering a brand means designing a trust based relationship with selected customers
- 3. The «commercial» origin of branding
- 4. The «heraldic» origin of branding COELO DUCE
- 6. The «authorial» origin of branding
- 7. Marca di Antonio Bulifon, Napoli 1675 The «editorial» origin of branding
- 8. The «country of origin» effect of branding
- 9. The «manufacturing» origin of branding
- 11. A product 0,01 $
- 12. A product + a brand 350 $
- 13. A product + a brand + … …priceless
- 14. Looking in the “brandscape” for people to trust… To trust that they are capable…
- 15. To trust that they love you
- 16. Looking for people to trust in the brandscape
- 20. Marca di Giacomo Raillard, Napoli 1689Marca di Antonio Bulifon, Napoli 1675
- 27. PRODUCT NEED Let's talk about economy! (and marketing) ?
- 28. Three ways to satisfy a need
- 30. YOUNGER ELDER hedonists health-conscious 60% 40%% MAP OF MARKET SEGMENTATION (AGE - LIFESTYLE) HOW CONSUMERS ARE OR FEEL TO BE IN THE MARKET
- 31. NOT EXPENSIVE EXPENSIVE Tasty Beneficial to health PERCEPTIVE MAP OF STRATEGIC POSITIONING (PERCEIVED PRODUCT CHARACTERISTICS) WHAT FEELING OF THE PRODUCT DO THE CONSUMERS HAVE? IN THE MIND
- 32. YOUNGER ELDER hedonists health-conscious NOT EXPENSIVE EXPENSIVE Tasty Beneficial to health 60% 40%% HOW CONSUMERS ARE OR FEEL TO BE PERCEPTIVE MAP OF STRATEGIC POSITIONING (PERCEIVED PRODUCT CHARACTERISTICS) WHAT FEELING OF THE PRODUCT DO THE CONSUMERS HAVE? MAP OF MARKET SEGMENTATION (AGE - LIFESTYLE)
- 34. Do you trust Plinius?
- 35. 5 $do you know the product and the price of this brand? The product is water
- 36. 32 $ New Zealand 40 $ Tennessee 50 $ Essex which water source do you trust most?
- 37. Do you trust Federicus II? .. and Nero?
- 38. NOT POWERFUL POWERFUL BAD GOOD PERCEPTIVE MAP OF STRATEGIC POSITIONING (PERCEIVED PRODUCT CHARACTERISTICS) WHAT FEELING OF THE PRODUCT DO THE CONSUMERS HAVE?
- 39. CRAZY WISE BAD GOOD PERCEPTIVE MAP OF STRATEGIC POSITIONING (PERCEIVED PRODUCT CHARACTERISTICS) WHAT FEELING OF THE PRODUCT DO THE CONSUMERS HAVE?
- 40. Brand Equity Equity: Valuable Capabilities in generating • Awareness • Preference • Relationship • Loyalty Through perception & meaning • Relevance • Value perception • Image and identity • Unique positioning • Promise of experience • Reliability • Resonant values
- 43. LEFT RIGHT PERCEPTIVE MAP OF STRATEGIC POSITIONING (PERCEIVED PRODUCT CHARACTERISTICS) WHAT FEELING OF THE PRODUCT DO THE CONSUMERS HAVE?
- 44. Individuals can be brands LEFT RIGHT DRESS AS A SIGN OF BRAND IDENTITUY audience
- 45. Individuals can be brands LEFT RIGHT audience
- 47. YES WE “CAN” Individuals can be brands Recognizability
- 48. Individuals can be brands Recognizability
- 49. Products like body extensions Recognizability
- 50. BRAND = YOU VALUE IN YOURSELF Do you trust yourself?
- 51. Which brand is it? Recognizability
- 52. Recognizability
- 53. Recognizability
- 54. Recognizability
- 55. Which brand is it? Recognizability
- 56. Which brand is it? Recognizability
- 57. I drive my Mini Cooper And I'm feeling super-dooper Yo they tell I'm a trooper And you know I'm satisfied Madonna American Life Products like body extensions Recognizability
- 59. Real or fictional? blood, toil, tears, and sweat A fifth of British teenagers believe Sir Winston Churchill was a fictional character, while many think Sherlock Holmes, King Arthur and Eleanor Rigby were real. Daily Telegraph, 4 feb 2008 Recognizability
- 60. Real or fictional? What do I wear in bed? CHANEL N°5, of course! Recognizability
- 61. Individuals can be products and brands
- 71. Geener & greener… Real or fictional? Real or fictional? Evergreen brand
- 73. Narrative fallacy Real or fictional?
- 74. Do you trust him?
- 75. Do you trust him?
- 76. Trust is the basis of any contract
- 78. Let's talk about business management!
- 79. THE CUSTOMER NEED IS TO WRITE ON PAPER Consider a specific customer need…
- 80. COST STRATEGY DIFFERENTIATION STRATEGY FOCUSED PRODUCT MIX STRATEGY WIDE PRODUCT MIX STRATEGY EXTENSION Porter’s Generic Strategies THE CUSTOMER NEED IS TO WRITE ON PAPER
- 81. Brands in vertical integration
- 82. Brands in vertical integration
- 83. Brands in vertical integration
- 93. A manufacturer that owns the factory, the logistics and the product brand A product brand owner that does not own the factory and the logistics A store brand owner that does not own the factory nor the product brand A great brand owner «owns» the trust of the customer ICE CREAM FACTORY
- 95. Key message Engineering a brand means designing a trust based relationship with selected customers But very often a brand lies
- 96. Homework: design your personal brand Design your «trust based relationship» with selected customers • based on your strategy • with a clear key message • using a coherent systems of signs (iconic and sonic) • being relevant and unique in the brandscape YOU you are allowed to be … a liar
- 99. Thank You! Enrico Viceconte, Stoà enrico.viceconte@gmail.com