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Session 2, creating brand value 2013 2014
This document provides an overview of a branding course, including session topics, assigned readings, and course objectives. Some key points: - The course covers topics like creating brand value, brand positioning, building brand equity, and brand research methods. - Sessions explore strategic brand management processes and frameworks, including customer-based brand equity and Keller's brand resonance pyramid. - Brand designing is distinguished from brand building, and the document outlines factors that go into creating a brand's identity and visualizing it, like logo, colors, and language. - Brand positioning and repositioning are discussed in the context of points of parity, points of difference, and ensuring differences are relevant, distinctive, credible and communicable
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Session 2, creating brand value 2013 2014
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- 2. Session 2 creating brandvalue & brand positioning
- 3. 1 week ago •introduction to branding • brand awareness, brand knowledge, brand image, brand preference • why brands are important • 6 reasons why we should brand culture & entertainment
- 4. homework • Prepare chapter1 till 3 ‘Strategic brand management’
- 5. course outline Week SubjectChapter Keller 1 Introduction in branding: brand management and global course overview, Branding music, events and entertainment 1 2 Creating brand value, Brand positioning 2 & 3 3 Building brand equity, Brand associations 4 & 5 4 Future branding: brand activation 6 & 7 5 Brand research, Brand psychology, Neuromarketing, Measuring brand value 8, 9 & 10 6 Brand strategy, Brand extensions, International branding, Summary 11, 12, 13 & 14
- 6. “…the goal ofa brand is to establish a monopoly position in the mind of an individual….”
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- 13. but how dowe do it?
- 14. today • strategic brandmanagement process • customer based brand equity • brand image • brand designing vs. brand building • coffee-case • brand positioning
- 15. reference: chapter 2 &3 Keller
- 16. “so what does abrand manager do?”
- 18. “he/she works withbrands”
- 19. “he/she creates brands” “he/shesupports brands” “he/she analyses brands” “he/she repositions brands”
- 20. “but he/she isnot a designer”
- 21. “he/she is someonewho knows a lot about marketing, communication, social media and branding”
- 23. strategic brand management process 1.Identifying and establishing brand positioning 2. Planning and implementing brand marketing campaigns 3. Measuring and interpreting brand performance 4. Growing and sustaining brand equity
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- 29. Brand equity No brandvs. Brand X Brand equity ‘…brand equity is built up from positive effects of marketing that can only be directed to the brand…’
- 30. customer-based brand equity (CBBE)Brand equity seen from the consumer perspective The power of a brand is a result of: What has the consumer: learned about the brand felt when using the brand seen in combination with the brand heard about the brand
- 31. brand knowledge • Consistsof: – 1) brand awareness – 2) brand image • Knowledge about a brand: The associative network memory model (the brain is a network of associations, links and nodes, more about this in session 3 and 5)
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- 34. 1. brand awareness •Consists of: – 1) brand recognition – I’ve seen this before… – 2) brand recollection – I think you are referring to... • Advantages: – Influences the amount, speed and strength of associations to be made – Better chance to be part of the evoked set – Better chance to become the chosen brand
- 35. 2. brand image •Building a good brand image: creating strong, positive and unique brand associations • Important: – Personal relevance – Uniqueness – Consistency – Credibility
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- 37. brand image • Brandimage is an intangible aspect of the brand • Brand image is about the ways a brand tries to fulfil psychological, social and symbolic needs • It’s the way people think about the brand in a very abstract sense
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- 43. “building a strongbrand”
- 44. building a strongbrand 4. Brand relationships: What about us? 3. Brand responses: What I think of you? 2. Brand meaning: What are you? 1. Brand identity: Who are you?
- 45. building a strongbrand Brand resonance pyramid (Keller)
- 48. “building a strongbrand is an ongoing process”
- 49. Brand designing vs.Brand building Product Brand Identity Brand Designing Brand Building Brand Relations Core Target Creation Building Result
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- 54. “…brand design isthe creation (!) and the visualization (!) of brands..” source: Brand design, Ruud Boer
- 55. choose a name unique,short, easy to say, easy to spell
- 56. create a logo design,colour, tagline
- 57. always be consistent persistencedoes pay off
- 60. use the rightfaces celebrity endorsement
- 63. give a brandmeaning we are this, not that
- 66. try to worktogether give me your brand and you get mine
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- 71. Starbucks questions: •Look thoroughlyat the evolution of the Starbucks logo. •Give a short explanation for the change of the Starbucks logo to as it is today. (you can use the internet in order to find some reasons or come up with some yourself). •Go on and search 3 other examples of logos that recently have been changed. Also give your vision on why you think the specific brands have done this.
- 72. an example Commodity: grower Goods:manufacturer Service: coffee corner Experience: premium coffee shop Ultimate: Café Florian, Venice 2 cts per cup 5-25 cts per cup 50 cts - € 1 per cup € 1 - € 4 per cup € 5 - € 10 per cup
- 73. progression of economicvalue commoditization commodities services goods experiences commoditization commoditization customization customization customization
- 74. translation progression of economicvalue = toename van economische waarde customization = maatwerk commoditization = vereenvoudiging commodity = grondstof / bulkgoed
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- 79. Functions of branddesign 1. Creating extra value 2. Creating difference 3. Communicating promises 4. Creating awareness 5. Creating recognition 6. Communicating basic information 7. Fulfilling other functions • For example ‘Living the brand’
- 80. the inner side: A.creation of brands (vormen van merken) the outer side: B. visualisation of brands (vormgeven van merken) Brand desigining:
- 82. A. the creationof a brand (inner side) • establishing brand DNA (genetisch) • establishing brand soul (karakter)
- 83. A. the creationof a brand (inner side) 1. Brand vision • What does the market look like in 5-10 years? What position does the brand have? 1. Brand mission • What do we have to do to make our vision come true? 1. Brand values • What is unique for our brand? 1. Brand personality • How can we describe our brand as it were a person? How can we describe our brand different to other brands 1. Brand promise • What is the most important promise we have towards the target group 1. Brand core-concept • What is the core of the brand, what is reason the brand exists?
- 84. 1. Sight • Whichvisual aspects make our brand unique? 1. Touch • Which physical aspects make our brand unique? 1. Hear • Which audible aspects make our brand unique? 1. Taste • Which taste makes our brand unique? 1. Smell • Which smell makes our brand unique? 1. Language • Which language does the brand talk? 1. People • Which persons or characters are related to the brand? B. the visualization of a brand (outer side)
- 85. • Visualisation through: –Logo – Colours – Fonts – Text – Shape – Material – Lay-out – Visuals (photos, icons, illustrations) B. the visualization of a brand (outer side)
- 86. Sight Which visual aspectsmake our brand unique?
- 87. Touch Which physical aspectsmake our brand unique?
- 88. Hear Which audible aspectsmake our brand unique?
- 89. Taste Which taste makesour brand unique?
- 90. Smell Which smell makesour brand unique?
- 91. Language Which language doesthe brand talk?
- 92. People Which persons orcharacters are related to the brand?
- 93. the inner side: A.creation of brands mental brand identity the outer side: B. visualisation of brands visual brand identity
- 94. ‘Het merk-wijzer model’ Source:Brand design, Ruud Boer
- 97. brand positioning & brandelements
- 98. brand building Building astrong brand: creating strong, positive and unique brand associations
- 99. brand positioning “…finding theright location in the mind of the consumer..”
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- 104. brand positioning What youneed for brand positioning: 1. Overview of the target group 2. Overview of the most important competitors 3. A) Points of parity regarding competition B) Points of difference regarding competition
- 105. Points of parity(POP): •Positive associations a brand shares with its competitors •POPs ensure that brand is accepted within a certain product category
- 107. Points of difference(POD) •Positive associations a consumer only connects to one brand •Functional and/or emotional •Similar to a USP
- 108. Brand Association Competitor RedBull Energetic, edgy Pepsi CNN International, breaking NOS IKEA Cheap tasteful design Leen Bakker Twitter Leading conversation, unique ? ? ? ? ? ? ?
- 109. PODs must be: –Relevant: consumers must think the difference is relevant to them – Distinctive: consumers must think the difference is distinctive and superior – Credible: consumers must think the difference is credible – Feasible: can the brand really accomplish what it promises – Communicable: are consumers really going to believe the brand when it communicates a certain point of difference – Durable: the point of difference should be defendable
- 111. “… it’s easierto create a POP than it is to create a POD…” “…there is a difference between creating a POD and really getting a POD inside the mind of the consumer…”
- 113. “…what if yourbrand has created a strong POD for a certain product category, and you want to make use of this POD for another product category? …”
- 114. Laddering Attributes (product features) Benefits(personal values and advantages connected to product features) Values (personal goals)
- 115. “…brand laddering involves progressionfrom attributes to benefits to more abstract values. Laddering involves repeatedly asking what the implication of an attribute or benefit is for the customer…"
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- 117. Attributes: nicotine Benefits: relaxation,social smoking, belonging to a group Values: tough, relaxed, masculin
- 118. core brand associations •Describing the core promise of the brand • 5-10 most important aspects of the brand • By researching consumers / users
- 120. core brand associations MTV •Hot and new • Expert • Hip and cool • Honest • Creative • Relevant
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- 122. (home)work • prepare chapter4 and 5 • read the business case • write a short report (max. 500 words) about how you thought the repositioning could have turned out otherwise • use the laddering method on Philips in order to come up with a new product category (let your imagination flow)
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