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Brand value
The document discusses the evolution and significance of branding, defining a brand as a combination of physical attributes, functional characteristics, emotional connections, and values relative to specific consumer groups. It outlines six stages of brand evolution, from unbranded goods to brands viewed as policies that align with social or ethical issues, highlighting the importance of differentiation and emotional appeal in contemporary branding. Ultimately, branding fosters consumer relationships akin to friendships, influencing preferences and loyalty based on perceived attributes and values.
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Brand value
- 1. Branding Putting a FACE tothe MYTH
- 2. What is abrand? A name, a term A symbol, a sign “A name, term, sign, symbol or any other feature that identifies one seller’s product or service as distinct from those of other sellers” The American Marketing Association
- 3. What is Branding? •Started as a HOT STAMP applied on the skins of Cattle to identify and differentiate them. • Now Branding is applied to virtually everything around us from SOAP to COUNTRIES.
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- 5. Phase I Manufacturing Era •First signs of Branding as we know it started during the Industrial Revolution (mass production). • To : – – – – Identify Manufacturer Convey quality Differentiate from unbranded Justify premium price over unbranded PHYSICAL ATTRIBUTES
- 6. Phase II Sales Era •During the great Recession 1930, rose the need for salesmanship to push the merchandise to the end consumer. • Initial signs of Advertising FUNCTIONAL ATTRIBUTES
- 7. Phase III Marketing Era •After world war II purchasing power was up and so was the production capacities so rose the need for Marketing. • TV began in the 50’s so did Advertising. • New dimensions that defined the Brand became more evident. EMOTIONAL ATTRIBUTES
- 8. Phase IV The PREra • With increasing competition and consumer sophistication came the need for further differentiation. • Brands / Companies started to differentiate based on Morals and Values. • This is an advanced stage still being explored in our region VALUES
- 9. SO, WHAT ISA BRAND??
- 10. A Brand is……. • A proposition with certain: – – – – Physical attributes (looks) Functional attributes (works) Emotional attributes (personality) Values All above relative to a specific consumer group. And for a certain – Price Bracket (social class)
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- 12. A Real Brandshould have – – – – – – – – A name A gender An Age Specific Physical features Well defined looks A social group Values Personality Real Brand = A person
- 13. Lets try toprove it • If A PERSON called BMW walked in at this moment, lets imagine who this person would be: – Gender – Age – Wears what? (Casual, Suit, Signe, local brand etc) – Looks (Tall / Thin, Handsome, elegant, foreign etc) – Social class (Upper, Middle, Lower) – Personality (Fun, Cool, conservative, boring etc)
- 14. Lets Prove itAgain • Lets do the same exercise for Mercedes Benz and Toyota – Gender – Age – Wears what? (Suit, Casual, Signe, Local Brands etc) – Looks (Tall / Thin, Handsome, elegant, foreign etc) – Social class (Upper, Middle, Lower) – Personality (Fun, Cool, conservative, boring etc)
- 15. More Proof ….. •This is unbranded Tea (put some loose Tea in front of your audience) . Try to do the exercise for that.. • What if we put a face to this Tea? Can you imagine a person? • How about another face? Can you imagine a different person?
- 16. SO ..A Brandis…
- 17. What is theSignificance of this? • People relate to Brands like relating to Friends. – If I see myself as cool I want to hang out with cool people. – If I see myself young I want to be with young lively people. – If I need someone I can trust I will turn to a trustworthy friend. – If I want to have a good time I ll call up the FUN guy. – If I want to be distinguished I ll hang out with distinguished guys.
- 18. What is thesignificance of this? • Your Friends have specific attributes. • These attributes may DEVELOP with time. • If they develop positively (relative to your expectations), your friendship may grow stronger. • If the opposite, then your friendship may fade. • If your needs or beliefs change, this relationship may also be affected • IF they change completely then certainly they are not your Friends anymore, they are STRANGERS. Branding = Relative consistency
- 19. What is thesignificance of this? • Branding leads to UNIQUNESS / DIFFERENTIATION. Harley Davidson = Freedom VOLVO = SAFETY SONY = Entertainment Rolls Royce = Extreme Luxury Branding = Value
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- 22. Evolution Stages ofBrand • 6 stages of Brand evolution: – Unbranded Goods – Brand as Reference – Brand as Personality – Brand as Icon – Brand as Company – Brand as Policy Classical Marketing Post Modern Marketing
- 23. Unbranded Goods • Characteristicof developing countries. • Demand exceeds supply. • Main edge is Price, Supply and product performance. • Price sensitive.
- 24. Brand as Refference Mainpromise is functional benefit. Provides a source for the Product. Guarantee of a specific quality. Provides window of higher price than Unbranded. • Price can be determined by the importance of the functional benefit and its uniqueness vs competitors. • • • •
- 25. Brand as Personality •Focus on Emotional values taking the functionality for granted. • Presents Target consumer Values / lifestyle. • Often uses celebrities to portray Brand image. • More Self Realization • Permits higher pricing than previous stage.
- 26. Brand as Icon •Even more focus on emotional attributes with equivalent functional attributes. • Brand becomes synonymous to A VALUE. • Self expression. • Doorway to group acceptance. • Permits higher pricing than previous stage.
- 27. Brand as Company •The relationship between Consumer and Brand / Company is open. • The Brand / Company interacts directly with Consumers. • Every aspect of the Brand is mirrored in every consumer touch point. • The consumer takes part in the development of the Brand.
- 28. Brand as Policy •Brand become identified with Social, Political or ethical issues / causes. • Consumers with same beliefs become strongly attached to these Brands. • Result in strong Loyalty. • Credibility is a Make it or Break it factor.
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- 30. Brand vs Stage Stage Brand Brand Brand Brand Policy Timberland ,The Body Shop Company Harley Davidson Icon Rolex Personality Reference Unbranded Brand Camay Pril
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- 32. Coca Cola -67M $
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- 34. IBM – 56.2M $
- 35. GE – 49M $
- 36. INTEL – 32.3M $
- 37. NOKIA – 30M $
- 38. TOYOTA – 28M $
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- 41. Mercedes Benz –21.8 M $