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PBM and brand management session for study

The document outlines the complexities of branding, including its definition, differences from products, and the strategic brand management process. It discusses branding's significance for consumers and firms, various branding strategies, and challenges in brand management. Key concepts include brand identity, brand personality, consumer relationships, and the impact of digital media on branding.

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PBM – Session 10-13
Session Agenda • Define “brand” and state how a brand differs from a product • What is the Difference between Branding and Marketing? • How branding applies to virtually everything. • Describe the main branding challenges and opportunities. • Identify the steps in the strategic brand management process. • Evolution of Branding • Brand Identity Frameworks • Brand Personality
Interbrand ranking of the most Valuable elements • https://www.youtube.com/watch?v=2LsRMUEInFI • https://interbrand.com/best-brands/
Questions for Discussion • How many brands do you use in a day? • Which brand inspires you the most and why? • Which brand could you not live without? • What is a Brand ? • Which subjects and Area inspires Brand?
• “A brand is a promise. A good brand is a promise kept.” Muhtar Kent, CEO of The Coca-Cola Company • “Your brand is not what you sell.” – Jon Iwata, past Senior Vice President of Marketing of IBM. • “A brand is a voice, and a product is a souvenir.” – Lisa Gansky, Co-Founder of Global Network Navigator • “It takes a lot more than a great product to make a great brand.” – Emily Weiss, CEO of Glossier • “Products are made in the factory, but brands are created in the mind.” – Walter Landor, Founder of Landor • “Your brand is what other people say about you when you’re not in the room.” – Jeff Bezos, CEO of Amazon
According to the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition What is a Brand?
Brand is not Just a logo • Brand is a promise to be delivered • Brand is your companies Strategy (aspiration and progression ) • Brand is your call to action • Brand is your customer experience and customer service • Brand is the way you speak (different stakeholders) • Brand is the whole array of your communication tool • Brand is your people brand is your facilities • Brand is your Logo and Visual identity
Difference between Brand versus Product • “Nike is the best shoe ”
Product Brand A product is anything we can offer to a market for attention, acquisition, use, or consumption. A brand also refers to the “beliefs and expectations” surrounding a service or a product. Rational and tangible Symbolic, emotional, and intangible The brand evokes emotions and associations products and services should fulfill or exceed them.
Branding is the set of actions that you take to build a brand. It’s a process you go through to influence how others perceive your brand. Branding is managing the meaning of a brand. Branding is endowing the products and services with the power of a brand (Kotler & Keller, 2015) What is branding?
Branding Vs Marketing
Theoretical Influences on Branding Theory Economics (MM & SDL) Identity Personality Consumer Based Experiential (Brand experience) Community (brands operate within a community l Cultural (build value through innovation)
•Value-based Branding - Purpose-driven Branding •Digital Branding- Multi-Platform Communication •Symbolic Branding - Cultural Branding •Brand Personality- Brand Humanization •Brand Experience to Brand Engagement •Branding an Organization to Personal Branding •Functional To Emotional Branding •Corporate Branding to Community Branding •Visual Branding to Multi-Sensory Branding •Static to Agile Branding •Co-branding to Collaborative Branding • Brand Consistency to Brand Relevancy
Why Do Brands Matter? • Consumers • Firms
Why do brands matter to Consumers? • Identify the source or maker of the product • Simplify product buying decisions • Lower the search costs • Helps set reasonable expectations about the brand • Brand can signal product characteristics and attributes. • Brands can reduce risks in product decision(Functional, physical, financial, social psychological, and time) • Establishing loyalty
What do brand matter for Firm Brands provide valuable functions to a firm: • Simplify product handling and tracking • Help organize inventory and accounting records • Offer the firm legal protection for unique features or aspects of the product • Provide predictability and security of demand for the firm and creates barriers of entry for competitors • Provide a powerful means to secure a competitive advantage
Can anything be branded ? Sports and entertainment Services B2B Retailers People and Organizations Geographic locations
Branding Yoga ?
• Branding elevated yoga beyond mere exercise and packaged it as part of a healthy lifestyle, spiritual, mysticism, and Therapeutic experience • Differentiation among yoga brands (including hot yoga, power yoga, ashtanga yoga, hatha yoga, Iyengar yoga, and vinyasa yoga) enabled consumers to choose a practice that was right for them. • Government Initiatives- Launch of international yoga day • Bringing yoga to the masses created awareness and greater demand • Branding created sellable units—classes, clothing, accessories, etc., allowed for patenting of those products, , and created a hook that could lead to the sale of other related products
Challenges in Brand Management • Traditional vs. Contemporary approaches: Customer centricity, cultural branding, Community branding, Digital Branding • Theory vs. Practices: New Coke • Corporate Vs. Consumer Value: (Trust, familiarity & psychological benefits) • Short-term vs. Long term vision: Dove • Consistency Vs. Relevancy: Apple, Facebook • Disintermediation and Reintermediation: Service aggregators • Managing and Sustaining Brand Equity: Geography, Cultures, and segments
Figure 1-10: Strategic Brand Management Process
Branding Brand name URLs www.eBay.com Logos and symbols Characters Slogans Jingles/Sounds What makes a brand – Brand elements Coca Cola Each brand element can play a different role in building brand equity
• Brand name -A descriptive brand name should make it easier to link the reinforced attribute or benefit • URLs- Protects a brand from unauthorized use, Brand awareness • Logos -Indicate origin, ownership, or association, distinctive and recognizable • Characters - human or real-life characteristics central role in ad campaigns • Slogans- Short phrases that communicate descriptive or persuasive information about the brand • Jingles- Catchy hooks and choruses • Packaging –Attractive, sustainable, Convey descriptive and persuasive information, Facilitate protection and transportation
Options and Tactics for Brand Names • What would an ideal brand element be like? • Easily remembered • Highly suggestive of the product class and benefits • Inherently fun or interesting • Rich with creative potential • Transferable to a wide variety of product and geographic settings • Enduring in meaning and relevant over time • Strongly protectable both legally and competitively
Famous Slogans Quiz fill in the blank I am Loving it 1. fill in the blankHave It Your Way 2. ll in the blank Just Do It l in the blank When It Absolutely, Positively Has to Be There Overnight ll in the blank Melts in your mouth and not in your hands 3. fill in the blank Because I’m Worth It fill in the blank The Ultimate Driving Machine fill in the blank No More Tears
Designing the Brand- Choosing brand elements The first three characteristics are brand-building • Memorable – Easily recognized and Recalled • Meaningful - Descriptive, Persuasive • Likeability- Fun and Interesting
The latter three are defensive; they help maintain leverage and preserve brand equity against challenges. • Transferable- Within across product categories, across geographical boundaries • Adaptable- Flexible, Updatable • Protectable- Legal, Competitive Designing the Brand- Choosing brand elements
Critique of Brand Element Options Criterion Brand Names and U R Ls Logos and Symbols Characters Slogans and Jingles Packaging and Signage Memorability Can be chosen to enhance brand recall and recognition Generally more useful for brand recognition Generally more useful for brand recognition Can be chosen to enhance brand recall and recognition Generally more useful for brand recognition Meaningfulness Can reinforce almost any type of association, although sometimes only indirectly Can reinforce almost any type of association, although sometimes only indirectly Generally more useful for non- product-related imagery and brand personality Can convey almost any type of association explicitly Can convey almost any type of association explicitly Likability Can evoke much verbal imagery Can provoke visual appeal Can generate human qualities Can evoke much verbal imagery Can combine visual and verbal appeal Transferability Can be somewhat limited Excellent Can be somewhat limited Can be somewhat limited Good Adaptability Difficult Can typically be redesigned Can sometimes be redesigned Can be modified Can typically be redesigned Protectability Generally good, but with limits Excellent Excellent Excellent Can be closely copied
Branding elements/Brand strategies • Brand Identity • Brand Personality • Brand Communication • Brand Image • Brand Positioning • Brand Equity
What is a Brand Identity ? David Aaker, hailed as the Father of Modern Branding, defines brand identity as, “…a unique set of brand associations that the brand strategist aspires to create or maintain. "These associations represent what the brand stands for and imply promises to customers
PRODUCT SCOPE: NARROW OR BROAD • McDonald’s: Fast food, hamburgers, children’s entertainment • Nike: sportswear and sports equipment (not just shoes!) PRODUCT ATTRIBUTES: EMOTIONALAND FUNCTIONAL BENEFITS • McDonalds has “unrivalled global product consistency.” • Virgin Airlines offers free limousine service to passengers who fly business class. QUALITY/VALUE • Relatedly, some brands (e.g., Walmart) choose to make value or affordability an important part of their identity. USES • If the brand is attached to an occasion, it may prove difficult to convince customers to use it outside of that occasion. • Eg: Gatorade is used by athletes hoping to maximize their performance. USERS • By associating the brand with a particular user type • Eg, Pepsodent with sensitive teeth COUNTRY OF ORIGIN • Louis Vuitton is French. • Rolex watches are Swiss.
ORGANIZATION ATTRIBUTES • The brand-as-organization perspective looks at the people, culture, values, and programs of an organization • Environmental concern • Technological commitment • Local orientation BRAND AS A PERSON What are some human traits of the brand? A brand can exhibit a personality through visual identity, brand voice, advertising, and other means. CUSTOMER/BRAND RELATIONSHIPS Related to brand personality, brands can mimic real-life relationships, Eg:Campbell’s Soup is like an old-fashioned mother—down to earth, honest, and always there for you. VISUAL IMAGE AND METAPHORS It includes any visual representation of the brand, such as a character (e.g., GEICO’s Gecko), recognizable packaging (e.g., Toblerone’s triangular box), or an iconic building design (e.g., old Pizza Hut restaurants).
Brand Identity Prism- Jean Noel Kapferer(1986) Kapferer Brand Identity Prism tells us how to build a story and give the brand a much-needed identity considering six important facets of brand identity.
Physique • The physical characteristics and iconography of your brand(colour, form, icons and brand qualities) • it is the clearest visual representation of your brand’s aspirations and how you wish it to be perceived. • In determining your brand’s physique you should consider what your products or services look like, what emotions they inspire and how that might look like in their physical form.
Relationship • The relationship between the brand and its customers, • The customer hopes they are getting from the brand beyond the actual product or service. • Brand relationship management is a concept that allows businesses to remain constantly engaged with consumers. It intends to create humanlike relationships between the brand and the consumer.
Brand Personality • Personification of the brand, set of human characteristics • How a brand communicates with the outside world, which is expressed through its tone of voice,user imagersy, symbols , country of origin • A brand needs to define its tone of voice and its design assets and then integrate this into all communication touchpoints: website, apps, direct mail, emails, internal comms, and so on. • Coca-Cola’s happy and playful persona is expressed through its bold color choices, scripted font and brand messaging that centers on having a great time with friends and family.
Brand Personality-Aaker (1997) Personification of the Brand Identify is Brand Personality. What will happen when brand becomes a person
Cheetoes Museum • The brand noticed that consumers have started posting images of Cheetos that looked like other objects • The idea of celebrating the shape brand Cheetos was seen to be fit with brand mischievous personality • The launch was supported by a series of film that Cheetos look like a cat , Abraham Lincoln , statue of liberty • A microsite was created and these images were framed and exhibited on the online gallery
Self Image • How the customer sees their ideal self. By understanding a customer’s ‘ideal identity’ – how they want to look and behave; what they aspire to – brands can target their messaging accordingly. • Is your customer’s ideal self outgoing, intellectual, extroverted, refined, cheap-and-cheerful, rich-and-also- cheerful-on-account-of-how-rich-they-are? Work out what your customer wants to look like and make your brand’s aspirations reflect theirs.
• Reflection is who the companies want their customer to be who would lie to reach • Apple, for example, appeal to all kinds, but associate their products with vibrant, adventurous and energetic people, irrespective of age, weight, race, etc. Reflection
Culture • A brand’s culture stems from the history, country of origin, and course of its values which resonates with a prospective customer. Brand should have its own culture, and brands with solid culture end up being ‘cult’.
Brand Identity
Brand associations • Aaker (1991, 1996a) proposes that brand associations are anything linked in memory to a brand
Corporate Brand identity • While most firms are adept at defining product brands, they're less sure-footed with their corporate brands. • Helps company define their brand • A clear corporate brand identity provides direction and purpose • Helps in recruitment and retention
Brand Image • Collection of Impressions of what a brand looks like, forming a set of perceptions in the customer’s mind. Brand Identity Brand communication Brand Image
Stephen A geyser & Mats Urde, Feb 20 Corporate Brand Identity Matrix
Brand Essence Think Different Rice Rewarding Coffee Experience Dynamic , Sportive and Performance Sustainable Innovation
• Value Proposition High-quality outdoor clothing and gear, focusing on durability and sustainability. Relationships A brand synonymous with environmental activism and sustainability, standing out as a purpose-driven company. Positioning "Patagonia provides high-quality, durable outdoor gear for environmentally conscious adventurers, while actively working to protect and restore the planet." Expression Clean, minimalistic design with earthy tones and outdoor imagery Brand Promise “We’re in business to save our home planet.” Personality Ethical, passionate, and rugged Mission& Vision "To create a world where business helps solve environmental crises Culture Employees are encouraged to live by the brand’s ethos of environmental care and activism. Competitions Designing durable, high- performance outdoor gear. Patagonia
Brand Anthropormism •Brand hate •Brand Flirting •Brand Love •Brand happiness •Brand Advocacy •Brand Forgiveness • Brand Empathy
Psychology of Brand
Brand story telling • Brand storytelling is the art of crafting a narrative that communicates a brand's values, purpose, and identity in a way that resonates with its audience. It’s not just about the product—it’s about the emotional connection the story builds, creating a memorable and relatable experience for consumers.
Brand Positioning • Brand positioning defines and communicates what a brand stands for and is all about • Creating a positioning statement • Creating a unique selling proposition • 3C analysis • Brand Repositioning • Positioning Differently- Reverse, Breakaway, and Stealth Who they are ? What sets them apart ? Why customers should use their products and services
Product Positioning and Brand Positioning • Product positioning refers to brand objectives and functional attributes of competing brand Tesla Cars: Positioned as a sustainable and advance technology car , • Brand refers to nonfunctional and emotional attributes concerning competing brands. Coca-Cola: Coca-Cola positions itself as a symbol of happiness, joy, and togetherness. .
Brand Positioning Framework Bull’s-Eye
Brand Communication Brand Communication is an important part and tool of brand management . It uses the companies to inform, persuade, enlighten, teach, remind, and enrich the knowledge of their stakeholders about the brand, its strengths, values, fundamentals, and offerings of products and services. • Creating Brand awareness • Linking points-of-parity and points-of-difference associations to the brand in consumers’ memory • Eliciting positive associations • Facilitating a stronger consumer-brand connection
Designing Brand-Building Communications • For a person to be persuaded by any form of communication, the following steps must occur: 1. Exposure(see or hear ) 2. Attention (notice ) 3. Comprehension (understand) 4. Yielding (respond favorably) 5. Intentions(plan to act) 6. Behavior(actually act)
Designing Brand-Building Communications
Criteria For IMC Program-- • Coverage- • Contribution- • Commonality • Complementarity • Conformability • Cost
Moment Marketing
Dove Real Beauty campaign
Meme
Branding in the Digital Era
Types of Influencers
Key Digital Era Trends with Implications for Branding and Brand Management 1. Changes in the consumer decision journey 2. Sharp increase in buying via online retail channels 3. Shift in advertising and promotion expenditures toward digital channels 4. The rise of many-to-many communications 5. Dramatic increase in consumer touchpoints 6. Tremendous increase in data availability 7. The use of digital personalization 8. A loss of control over the brand message and the co-creation of brand meaning 9. The growth of brands as cultural symbols
Changes in the consumer decision journey • 97 % percent of consumers turn to a search engine like Google when they are buying a product • 96% percent of consumers search for product information from their mobile device • 95% of millennials expect brands to have a Facebook presence • 89% Eighty-nine percent of consumers do online research before purchasing instore
Figure 7-1: Expanded Consumer Decision Journey
Rise of Two-Way and Many-to-Many Communications
Sharp increase in buying via online retail channels
Rapid Growth of Digital Marketing Direct marketing continues to become more Internet-based, and digital direct marketing is claiming a surging share of marketing spending and sales
Dramatic increase in consumer touchpoints
Digital personalization • Marketers now have the availability to offer highly tailored messages relevant to various audiences • Use customers’ names in emails and other promotional outreach • Geographically targeting customers • Content marketing/Contextual marketing • Chatbots (AI)
Brand co-creation/Collaborative Branding Social Media: Platforms like Instagram, Twitter, and TikTok amplify consumer voices, enabling them to share their experiences (positive or negative) widely. Review Culture: Sites like Yelp, Trustpilot, and Amazon give consumers a space to publicly influence perceptions. Influencers and Ambassadors: Third-party endorsements often have more authenticity and impact than official brand messages.
Data Availability • Availability of data has many advantages in targeting brand managers with specific segments and banners a. Customer decision journey b. Segmentation c. Advertising metric -
Brands as Cultural Symbols • Brands help consumers feel a part of something • Allows them to signal and connect with others • As brands become increasingly embedded in consumers’ daily conversations
Community Branding • A brand community is a group of people, who come together by their interest in a brand, its products, and the overall beliefs the brand represents. • Members of your brand community is emotionally invested • Brand communities rally your most loyal customers in one place, which is a massive win for any brand
Cultural Branding • Through cultural branding, brands promote an “ideology” or values that connect with their target audience and drive meaningful emotional connections. • Cultural branding is a storytelling method used not only to connect customers with your company on a deeper level, but to build a better understanding of your brand’s purpose. • At the heart of cultural branding is a commitment to building brand equity through meaningful, emotional stories. https://www.youtube.com/watch?v=wJukf4ifuKs
Service Branding
mployees Role in Branding
Internal Branding • Internal branding is a corporate philosophy that focuses on bringing the company's core culture, identity, and premise to its employees and consumers. Southwest Airlines demonstrates how is strengthens your internal brand and has a positive impact.
Employer Branding
Employee Branding Employee branding is an internal and external marketing strategy that encourages employees to develop positive attitudes about their company, empowering them to be more effective brand ambassadors. The goal is to get every employee excited about being part of your organization.
Tools for Internal Branding • Make the Brand Relevant (Leadership) • Make the Brand Accessible(Communication) • Reinforce the brand (Training) • Make Brand education Ongoing • Reward on Brand behavior ( Motivation) • Aling Hiring Practices (Recruitment)
Employer Branding • Employer Branding is the product of the sums of the company’s effort to communicate to the existing employees and external stakeholders that their Organization is a Great place to work
Seven Employer Brand Proposition
Purpose Driven Branding • Purpose-driven Branding refer to brands that focus on creating strong emotional connections with consumers by aligning their business strategies with broader societal values, ethical standards, and meaningful purposes beyond just making a profit • Tata Group: Social responsibility and community welfare • Dabur:Promoting natural health and wellness. • Patagonia: It is committed to environmental sustainability and ethical manufacturing..
Cultural Branding • Cultural branding is a marketing strategy where brands align themselves with cultural values, movements, or identity trends to resonate deeply with consumers. #Dove Real Beauty Challenge • Crowd culture refers to the phenomenon where ideas, values, and creativity emerge from digital communities and social networks rather than traditional cultural authorities like media, corporations, or celebrities #Me Too movement