Reframing the Brand An Outline of New Challenges andModes of Inquiry in Theory of Branding         Fabian Faurholt Csaba  ...
Agenda• Overview of tension and  challenges in current theory of  brand.• Discuss concepts, paradigms  and research approa...
International                      Corporate  branding                         branding                Classical Brand    ...
“Classical” Brand  Management            Focused on:                        Consumer (?)                        Primary to...
“Classical” Brand   Core concepts:  Management         Brand equity                    Brand identity     Valuation      B...
“Classical” Brand   Core concepts:  Management         Brand equity                    Brand identity    Meaning         B...
International  branding                Classical Brand                 Management
For global branding                   Against global branding(standardization, global)               (customization, local...
Corporate                  brandingClassical Brand Management
“Classical”                  Corporate                      Brand                       Brand                   Management...
Classical Brand Management                  Consumer-                     brand                  relationship
David A. Aaker       in Building Strong Brands, 1996”Knowledge of the brand image (howcustomers and others perceive thebra...
David A. Aaker        in Building Strong Brands, 1996”In the brand image trap, however, thepatience, resources or expertis...
Kevin Lane Keller         in Harvard Business Review, 2000”Ultimately, the power of a brand lies inthe minds of consumers ...
Perceptions                   Consumer    Knowledge                     Behavior      Beliefs                   Motivation...
However, conventional brand management theory  tells us very little about the actual thoughts,   feelings and lifeworlds o...
...or their relationships with        ”their” brands
Paradigm shifts in branding           according to Fournier                         Differentiation, logos,Brand identific...
Fournier’s approach to Consumer-      Brand Relationships Brand image/identity       Brand meaning Relationship mgmt.     ...
Brand Relationship Quality             and its effects  Meaning               Brand              Expressions  creation    ...
Types of brand relationships               Endurance                             Kinships                     Childhood fr...
Levels of relationships Consumer-Product     Consumer-Brand      Bonds               BondsConsumer-Consumer      Consumer-...
Classical Brand              ManagementAnti-brandmovement
The anti-branding movement
Key concerns of Klein    and brand activistsExamples of anti-brand spoof ads from adbusters.org
Key concerns of Klein and brand activists
Holt on the dialectics of branding      and consumer culture                      Modern consumer Modern branding         ...
Techniques of co-optation   Apple advertisments featuring    Mahatma Gandhi and labor    activist Cesar Chavez, both  hero...
New branding techniques (Holt)   Technique               Description                     Examples                         ...
International    Corporate  branding       branding                Consumer- Anti-brand                   brand movement  ...
Upcoming SlideShare
Loading in …5
×

Brand-Management

3,039 views

Published on

Brand-Management

Published in: Education, Business

Brand-Management

  1. 1. Reframing the Brand An Outline of New Challenges andModes of Inquiry in Theory of Branding Fabian Faurholt Csaba &
  2. 2. Agenda• Overview of tension and challenges in current theory of brand.• Discuss concepts, paradigms and research approaches.
  3. 3. International Corporate branding branding Classical Brand Management Consumer- Anti-brand brand movement relationship
  4. 4. “Classical” Brand Management Focused on: Consumer (?) Primary tools: Marketing communication Responsibility of: Marketing and commu- nications function Concerns: Brand architecture Brand identity systems Brand positioning
  5. 5. “Classical” Brand Core concepts: Management Brand equity Brand identity Valuation Brand equity Brand loyalty Brand awareness Brand associations
  6. 6. “Classical” Brand Core concepts: Management Brand equity Brand identity Meaning Brand identity Brand personality Brand positioning Differentiation
  7. 7. International branding Classical Brand Management
  8. 8. For global branding Against global branding(standardization, global) (customization, local) Consistent brand identity Constraints on brand identity (Avoidance of confusion) elaboration Targeting of emerging Different characteristics of transnational segments markets and brand images Media spillover Media is overwhelmingly local Economies of scale Abandonment of strong local (standardization → lower brands, loss of brand equity expenses and central control) Cost of adaptation, incl. Lowest Common-Denominator and Not- Clout in attracting talent Invented-Here syndromes Globalization of distribution Differences in local distributionHigh perceived quality of global Persistence of nationalism, brands backlash against global brands
  9. 9. Corporate brandingClassical Brand Management
  10. 10. “Classical” Corporate Brand Brand Management ManagementFocus on: Consumer (?) Multiple stakeholders Marketing and communi- Managerial and organizationalMain tools: cation of brand promises process uniting companyResponsi- Marketing and commu- All functions led by the CEO bilty of: nications function Branding as corporate Brand architecture Typical strategy. Strategic vision, Brand identity systemsconcerns company culture & Brand positioning stakeholder images
  11. 11. Classical Brand Management Consumer- brand relationship
  12. 12. David A. Aaker in Building Strong Brands, 1996”Knowledge of the brand image (howcustomers and others perceive thebrand) provides useful and evennecessary background information.”
  13. 13. David A. Aaker in Building Strong Brands, 1996”In the brand image trap, however, thepatience, resources or expertise to gobeyond the brand image is lacking....””An insidious problem caused by thebrand image trap is that it lets thecustomer dictate what you are.”
  14. 14. Kevin Lane Keller in Harvard Business Review, 2000”Ultimately, the power of a brand lies inthe minds of consumers or customers,in what they have experienced andlearned about the brand over time.Customer knowledge is really at theheart of brand equity. This realizationhas important managerial implications.”
  15. 15. Perceptions Consumer Knowledge Behavior Beliefs MotivationAwareness Loyalty Image Value Value proposition Delivery Identity Execution Brand
  16. 16. However, conventional brand management theory tells us very little about the actual thoughts, feelings and lifeworlds of real consumers...
  17. 17. ...or their relationships with ”their” brands
  18. 18. Paradigm shifts in branding according to Fournier Differentiation, logos,Brand identification names to distinguish one brand from another. Personality, creating the Brand identity brand essence articulating it throughout marketing mix Bringing brands intoBrand relationship peoples’ lives to institute partnerships with individuals
  19. 19. Fournier’s approach to Consumer- Brand Relationships Brand image/identity Brand meaning Relationship mgmt. Relationship mgmt. (B-to-B) (B-to-C)Interactive and addres- General application sible communicationsBrand loyalty as simple Brand relationship construct quality and dynamics
  20. 20. Brand Relationship Quality and its effects Meaning Brand Expressions creation relationship and process quality effects •Love/passion •AccommodationBrand behaviors •Self-connection •Tolerance/forgiveness •Commitment •Biased partner •Interdependence •perceptions Consumer •Intimacy •Devaluation of behaviors •Brand partner •alternatives •quality •Attribution biases Relationship stability/durability
  21. 21. Types of brand relationships Endurance Kinships Childhood friendshipsArranged marriages Committed partnershipsCompartmentalized Dependencies friendships Depth, Emnities Intensity Enslavements Marriages of convenience Secret affairs Casual friends/buddies Courtships Rebounds/avoidance
  22. 22. Levels of relationships Consumer-Product Consumer-Brand Bonds BondsConsumer-Consumer Consumer-Firm Bonds BondsBeyond consumer-brand relationships…
  23. 23. Classical Brand ManagementAnti-brandmovement
  24. 24. The anti-branding movement
  25. 25. Key concerns of Klein and brand activistsExamples of anti-brand spoof ads from adbusters.org
  26. 26. Key concerns of Klein and brand activists
  27. 27. Holt on the dialectics of branding and consumer culture Modern consumer Modern branding culture PostmodernPostmodern branding consumer culture Post postmodern Post postmodern branding consumer culture
  28. 28. Techniques of co-optation Apple advertisments featuring Mahatma Gandhi and labor activist Cesar Chavez, both heros of the counterculture thatturned against Western dominance, corporate power and consumerism in the 60s.
  29. 29. New branding techniques (Holt) Technique Description Examples Distancing branding Diesel advertisments, Ironic, reflexive from overt persuasion. Sprite reflexive and ironic brand persona Friendly, funny or with knowing wink. ”Image is nothing” ads Associate brand with ”Ghetto cool” of Adidas, Coattailing on places and people creating FUBU and Tommy Hilfiger,cultural epicenters new expressive cultures. Fashion brand extensions Becoming part of sub/culture (Armani Jeans, Versace rather than parasite to it. Carpets e.g.). Sponsorships. Lifeworld Anchoring brands in Cultivating heritage of spontaneous, ’authentic’, brands (Levi’s). emplacement Lifeworld experiences and Working with brand expressions. community (Harley). Seeking alternative Product placement, use ofStealth branding channels for brand street promoters or ‘snitches’ communication. Escaping critical radars. Ambient advertising
  30. 30. International Corporate branding branding Consumer- Anti-brand brand movement relationship

×