1 - what are brands part 1copy
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SOME GROUND RULES
1. STARTING ON TIME!
2. NOT COMING LATE TOCLASS!
3. BRINGING YOUR OWN PAPER &PEN TO CLASS!
4. PARTICIPATING IN CLASS
DISCUSSIONS!
5. EXPECTING A QUIZ EVERY TIME!
6. DELIVERING ASSIGNMENTS ON
TIME!
7. ENHANCING THE LEARNING
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1- What are Brands?
Part 12- What are Brands? Part
23 -Developing
& Managing4- Identity &Positioning;Brands &Branding5- Building &Sustaining
9- IdentityChange
10-Leveraging
corporate
brand
14- Brand
11- Brand
Extensions12- Casestudy
BRANDMANAGEMENT
6- Case study:
8 – How
brandsbecomeIcons
13- Multi-brand
Portfolios
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What are brands?Part 1
BRAND MANAGEMENT [ELECTIVE]
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The Birth of Branding
Concept of brandingdeveloped in the 19th
Century “to protect products from failure”, and from competition.
1880s: Campbell’s, Heinzand Quaker Oats developed
brand identities, “toreassure customers
and
be recognized!”
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The Birth of Branding
Importance of brands has grownrapidly - overshadowed the product
they represent…
…If a product succeedsthe ‘brand’ getsrecognition, and if aproduct fails, the ‘brand’
gets the blame.
“ “
““
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Branding in the 21stcentury
Branding, in the 21st century, hastransformed the process of
Marketing into one of “perception building”!
Consumers’ buying decisions are
based:much less on ‘the reality of the product [a brand]
represents’, and
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Global brands…
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Local Brands!
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Branding in the 21stcentury
Brands are regarded as beingmore valuable thantheir physical assets!
“ “
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REVIEWING BRAND SEMANTICS
Defining a Brand
American Marketing Association (AMA)definition:
“Name, term, sign, symbol ordesign, or a combination of them
intended to identify the goods
& services of one seller or a groupof sellers and to differentiate them from those of competition.”
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REVIEWING BRAND SEMANTICS
A Promise..
A simplerdefinition:
“A brand is thesource of a
promise to the
consumer… apromise of benefits that
are relevant
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REVIEWING BRAND SEMANTICS
Brand Personality
Brand personality refers toadjectives that describe thebrand (e.g. fun, kind, sexy, safe,sincere, sophisticated, cheerful,old fashioned, reliable,progressive etc.)
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REVIEWING BRAND SEMANTICS
Brand Image
Brand image is the totality of perceptions resulting from
experience with andknowledge of the brand from a consumer’s
perspective.
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§ Brand identity:combination of visual,
auditory & sensorycomponents that:§ Create recognition,§ Represent brand
promise,§ Provide
differentiation,
§ Create
§ Some define itas:
BRANDESSENCE +BRANDPROMISE +BRANDPERSONALITY +
REVIEWING BRAND SEMANTICS
Brand Identity
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GILLETTE BRAND IDENTITY: ITS
LOGO
1993: The Gillette Company's CEO, Alfred
M. Zeien, realized the company had an
identity problem.
Because of the strong association of the
corporate brand with razors & blades, the
investing community was notgiving Gillette credit for the
strength and diversity of all of its
brands... Braun, Oral B, Liquid
Pa er and Waterman's Pens for
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GILLETTE BRAND IDENTITY: ITS
LOGO Gillette’s logo looked like this:
Al Zeien went to Clive Chajet's L&M forhelp.
Gillette already had a corporate logo,different from its razor-brand logo.
L&M concluded that it was simply too
weak, visually, and too weakly presented.
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GILLETTE BRAND IDENTITY: ITS
LOGO L&M designed a more assertive, forcefuland dynamic presentation of essentially thesame monogram "G" idea, locked to a
bolder type treatment of the formal "TheGillette Company" name, plus the additionof a descriptively aspiration tag line tomake the new mark's meaning completely
clear.
The best a man can get!
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REVIEWING BRAND SEMANTICS
Brand Portfolio
§ Brand portfolio: a mix of brands &sub-brands owned by a company.P&G and Unilever have large
portfolios; GM manages Buick,Cadillac, Dodge etc.; Hallmark hasHallmark, Shoebox and Crayola;
Wall’s has...
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REVIEWING BRAND SEMANTICS
Brand Associations
Brand associations areanything a consumer
associates with abrand in his or her mind:
organizational or
product related,
symbolic or
personified .
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REVIEWING BRAND SEMANTICS
Brand Essence
Brand essence is the heart and soul of a brand – a brand’s
fundamental nature or quality.Usually it is stated in two tothree words e.g.
Nike: Authentic athletic
performance;Hallmark: Caring shared;
Starbuck’s: Rewarding
everyday moments.* Rare for brand essence and slogan/ tagline to be the same. Nike“ ”
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REVIEWING BRAND SEMANTICS
Brand Mantra
Kevin Keller in hisbook Strategic BrandManagement refers toBrand Mantra which isa term that is close inmeaning to Brand
Essence.Brand Mantra is usually short,crisp, memorable and vivid inmeaning. Nike: AuthenticAthletic Footwear;
Bod Sho : Environment
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REVIEWING BRAND SEMANTICS
Brand Positioning
Brand positioning is the
way a brand wants to be perceived, within a givencompetitive set, in the
consumer’s mind . It is a function of the brand’s
promise and how it compares
with other choices available.
BRANDESSENCE
BRANDPERSONALITTY
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REVIEWING BRAND SEMANTICS
Brand Promise
“The simple truth aboutbranding: a brand is not an
icon, a slogan, or a missionstatement. It is a promise – apromise your company cankeep.”
Kristin Zhivago, Marketing consultant,
Editor “Marketing Technology” newsletter
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REVIEWING BRAND SEMANTICS
Brand Promise
How can one create &deliver a ‘brand
promise’?
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Developing & implementinga brand promise?
FIVE SIMPLE STEPS:
1. Find promises your customerswant you to keep;
2. Ensure it gives you competitiveadvantage;
3. Support it with products,
processes & people;4. Reflect it in every activity [every
action, corporate decision, customer
interaction];
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