The document discusses various communication objectives for brands including differentiation, consistency, recognizability, relevance, ubiquitous presence, market dominance, organizational values and behaviors, trust, value, co-promotions and alliances, and commitment. It provides examples of brands that exemplify these objectives such as the Bass red triangle establishing consistency over 200 years and Coca-Cola dominating the global marketplace through ubiquitous advertising. The document also mentions some branding milestones like Coca-Cola inventing Father Christmas and Absolut Vodka having the best pack shot in the world.

1. Brands and Communications Objectives

2. How advertising creates, build and maintain brands.

3. Communication objectives: Differentiation Consistency Recognisability Relevance Ubiquitous Market dominance Organisational values & behaviours Trust Value Co-promotions and alliances Commitment Brand personality Customer self-identification Personal relationship ‘ Iconic’ presence

4. Here are some examples:

5. Differentiation First registered trademark in UK Simplest possible graphic device Instantly recognisable Differentiates from ‘commodity’ products (originally)

6. Consistency Over 200 years of consistent use ‘ Signature’ product of giant Bass Charrington group

7. Recognisability Said to be the most recognised image in the world

8. Ubiquitous Coca Cola dominates its marketplace Coca Cola’s marketplace is the world Coca Cola intends that every customer is constantly in sight of its advertising, and within reach of its products

9. Market dominance ‘ Hero’ product ‘ Hero’ consumer Heavy, consistent and high quality advertising quickly helped Lynx establish sector dominance

10. Trust Early brand differentiated from unreliable ‘commodity’ soaps ‘ £1000 reward’ for finding impurities never claimed Original ‘Signature’ product for worldwide Unilever Group

11. Value Pepsi’s original proposition: twice as much soda for your money

12. Customer self identification Identifies Dove with ‘real people’, just like you

13. Brand personality Favourite Ogilvy device Early identification of brand and product with a ‘character’ See also Marlboro Cowboy

14. Personal relationship Google and many new brands ask customers to enter into a more equal relationship which does not take the brand too seriously

15. Some branding milestones

16. Coca Cola invents Father Christmas

17. Silk Cut: the product that does not need to say its name

18. Benson & Hedges: the customers’ favourite advertiser

19. Absolut Vodka: the best pack shot in the world

20. Celebrity endorsement:Nike does it best

21. Stella, still reassuringly expensive