The document discusses branding strategies for creating "LoveMarks," or brands that are loved by consumers. It outlines five strategies for loved brands: having a rallying cry, inspiring people, uncovering truth, maintaining mystery, and being intimate. It then provides an example of brand guidelines and discusses co-branding partnerships between companies. Co-branding allows brands to build credibility through association, extend their reach to new markets, and double their marketing budgets. An example is provided of a celebrity co-branding partnership in Vietnam between a luxury brand and a pop diva.

1. Branding: LoveMarks
by Lea Le for FASM 415 Non-traditional Retailing

3. How to test your brand?

4. BrandValues - Functional and Emotional Attributes

5. Emotional Attributes - How I feel ?

6. Functional Attributes - Direct functional benefits

7. Brand Positioning - Perceptual Map
Choose 2 most important functional or emotional attributes

8. Have a rallying cry - Loved brands have a rallying cry.
Whether it’s Apple breaking monotony or Dove helping you achieve your best self, loved brands rally their consumers around a
single, powerful idea.
Inspire people - Loved brands aren’t just about selling. They aim higher. Loved brands inspire their consumers to seek more,
whether it’s with a lifestyle statement
(Lenovo. For Those Who Do.) or a challenge (Lexus – The Pursuit of Perfection)
Uncover the truth - Loved brands understand the truth of their consumers. They work tirelessly to find one key truth. They learn
what matters most, and build their campaigns around that.
Keep some mystery - Loved brands stay interesting. And mystery is intrigue. They maintain a constantly unfolding narrative that
keeps consumers and brand admirers on the edge of their seat.
Be intimate - Loved companies ask to enter your heart…not the other way around.
Ritz-Carlton’s tagline switch from “Stay with us” to “Let us stay with you” is a perfect example.
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The 05 strategies

9. The Brand Manual Example

11. http://www.viktor-rolf.com/media/brand_guide/ViktorRolf_Brand_Identity_Guidelines.pdf

12. Co-branding
Co-branding, also called brand partnership is when two companies form an alliance to work together, creating marketing synergy.
Sponsorship is co-branding?

13. Establish Credibility- Co-branding enables businesses to build or enhance their brand by teaming up with another respected business. Two brands coming
together in unison establishes credibility because each company is able to highlight and reflect each others assets and thus strengthen their position in a given
market.
Extend Reach- When two brands come together to form a co-branding partnership, they automatically are given the opportunity to gain the interest of each
others market. This in turn can extend their reach and visibility to a market they may once not have had access to. With the help of co-branding, extending reach can
also ultimately increase the chances of generating more sales for each brand.
Double Marketing Budget- Businesses understand that marketing products can be a costly expenditure. A huge bonus of co-branding is that the costs are
split between both parties, thus doubling the marketing budget. This benefit allows for more creative ideas and opportunities to better market a product or service
and therefore can potentially result in a greater ROI.
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15. Lehman Luxury &The Pop Diva of Vietnam
From endorsement to celebrity co-branding: Personality transfer

16. The Pop Diva of Vietnam

18. Where to find me at SCAD?
http://depts.scad.edu/tutoring-center-atlanta/tutoring-assistance