This document outlines the course Branding 101 for the Spring Semester. It covers the brief history of brands from symbols to commodities to modern brands. It discusses why brands matter through examples of how much brand value contributes to market capitalization for well-known companies. The document also covers definitions of brands and what makes a great brand. It discusses how branding is evolving in the current environment, with the rise of brand and product saturation, consumer empowerment, distribution efficiencies, and niche markets.

1. Branding 101
Spring Semester
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2. Course description
Brief history of “Brands”
Why brands matter
Great brands =
Brands 2.0
Brands as conversations
Branding is everyone’s job
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3. In the beginning… symbols
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4. Then… Commodities
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5. Then… Brands
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6. Later… USP’s
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7. Later… USP’s
“Thick and Rich”
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8. A Definition
A product that provides functional benefits plus added
values that some consumers value enough to buy.
John Philip Jones - “What’s in a Name”
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9. The Brand Manager
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10. The Brand Manager
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11. The “Golden Age”
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12. The “Military Age”
target markets
battle for
marketshare
competitors
strategies captive
audiences
campaigns
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13. Positioning as the goal
Product
Attribute
Competitor
Competitor
Competitor
Competitor Positioning
Option A
Competitor
Consumer Consumer
Profile Profile
Competitor
Competitor
Positioning
Option B
Competitor
Competitor
Product
Attribute
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14. If all the bottling plants closed down…

15. Why Brand Matters:
$67 Billion
(68% of market capitalization!)
Source:
“Best Global Brand 2006”
Interbrand & BusinessWeek
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16. Why Brand Matters:
$57 Billion
(20% of market capitalization!)
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17. Why Brand Matters:
$28 Billion
(39% of market capitalization!)
$57 Billion
(20% of market capitalization!)
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18. Why Brand Matters:
$28 Billion
(39% of market capitalization!)
$57 Billion
(20% of market capitalization!)
$12 Billion
(8% of market capitalization!)
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19. Why Brand Matters:
$28 Billion
(39% of market capitalization!)
$11 Billion
(41% of market capitalization!)
$57 Billion
(20% of market capitalization!)
$12 Billion
(8% of market capitalization!)
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20. Why Brand Matters:
$28 Billion
(39% of market capitalization!)
$11 Billion
(41% of market capitalization!)
$7 Billion
(15% of market capitalization!)
$57 Billion
(20% of market capitalization!)
$12 Billion
(8% of market capitalization!)
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21. Why Brand Matters:
$28 Billion
(39% of market capitalization!)
$11 Billion
(41% of market capitalization!)
$7 Billion
(15% of market capitalization!)
$57 Billion
(20% of market capitalization!)
$12 Billion
$9 Billion (8% of market capitalization!)
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(12% of market capitalization!)

22. Why Brand Matters:
$28 Billion
(39% of market capitalization!)
$11 Billion
(41% of market capitalization!)
$7 Billion
(15% of market capitalization!)
$3 Billion
$57 Billion (13% of market capitalization!)
(20% of market capitalization!)
$12 Billion
$9 Billion (8% of market capitalization!)
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(12% of market capitalization!)

23. Definition (revisited)
The commercial equivalent of a
reputation….Guideposts for consumers wandering
through the new economy’s more bewildering blizzard
of choices….an antidote to commoditized production
and brutal price competition….”trustmarks”
Wired magazine
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24. More detail…
What great brands “do”….
A great brand is in it for the long haul.
A great brand can be anything
A great brand knows itself
A great brand invents or reinvents an entire category
A great brand taps into emotions
A great brand is a story that’s never completely told
A great brand has design consistency
A great brand is relevant
Scott Bedbury
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25. 2.0
Branding 101
Spring Semester
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26. Brands Are Dead
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27. Cause of Death
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28. According to Michael Eisner, the word “brand” is
“overused, sterile and unimaginative”

29. 1500 brand contacts per day
35,000 if you go to the grocery store

30. 405,000,000 hits!!!

31. 2.0
Branding 101
Marlboro
Friday
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32. 2.0
Branding 101
Brand and product saturation
Consumer empowerment
Distribution efficiencies
Rise of niche markets
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33. 2.0
Branding 101
Brand and
product saturation
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34. 2.0
Branding 101
Consumer
empowerment
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35. 2.0
Branding 101
Distribution
efficiencies
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36. 2.0
Branding 101
Rise of
Niche markets
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37. The Bar is High!
crap”
‘‘95% of everything is Theodore Sturgeon
“…including brands.” Chip Humitz
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38. homework

39. My Homework
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40. Why do we love?

41. Focus, Consistency & Authenticity
brand is a living entity, and it is enriched or
‘‘A
undermined cumulatively overtime, the product of
a thousand small gestures.’’
Michael Eisner
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42. Focus, Consistency & Authenticity
FOCUS!!
We are in the business of ________.
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43. Focus, Consistency & Authenticity
cosmetics.
“In the factory we make In
the store we sell hope.”
Charles Revson
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45. A Brand is a conversation
Source: David Armano
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46. A Brand is a conversation

47. A Brand is a conversation
• Two power-house brands
• Top-notch product design
• Great cross-product integration
• Online component delivers relevant utility… actually
contributes to training
• Website becomes gathering point for running
enthusiasts… has social media characteristics
• Site is as valuable as the physical products

48. A Brand is a conversation
1-21
6-33
3-18
10
• Complex series of hidden messages - on t-shirts,
USB drives left in bathrooms, phone messages, web
sites…
• Leaked album tracks quickly downloaded
• GarageBand track released
• Buzz built among fans on fan sites, Digg, message
boards, etc.
• Wikipedia entry
• All before April 17th album release!

49. A Brand is a conversation
• Doll purchase required
• Build online “home”
• Text message friends in virtual world
• Play games to earn “Kinz Cash”
• Average time on Webkinz = 2+ hours (YouTube = 31
minutes)
• 870,000 unique visitors/month
• “I get all my homework done during recess because then I
can go home and play Webkinz.”

50. A Brand is a conversation
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51. earn their way
Brands need to
into their audiences’ tribes.

52. Branding “Ingredients”

53. And in the end…

54. …Each of the “gestures” matters
When we consider our clients audience, are we one
of those “thousand tiny gestures”…are we working
to create “hope” and not just “cosmetics”?
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55. Class
dismissed