brand image exercise - day 1

brand image exercisedevelopment of brand snapshot today

introduction

marketing

vision

collage

introduction

name

position/department

length of service in this company

your dreams as a marketing professional

additional information

marketing professionals

attitudeconcentration

effort

whybrand image

exercise?

first, there was the era of craftsmanship.marketing was natural. take a baker and his customers.

the baker had a personal relationship and a daily dialogue with them. it wasn’t just about the product, it was about the experience - the smell of bread and seeing the baker prepare his products. there was a shared context between the producer and the customer, because they all lived in the same village and went to the same church.

then, the era of industrialization came.marketing became unnatural. the bakery turned into a factory, the village became a town.

the factory didn’t have a relationship with its clients. there was no dialogue between them. it was just about the product, two choices of bread on anonymous shelves. there was no shared context between the producer and the customer because they lived in a different part of town and did not connect in any way.

now, we are in the marketing era.interestingly, new marketing techniques are not about innovation. they are about going back to basics.

brands try to maintain personal relationships with their clients. they are slowly getting used to consumer dialogues. marketers try to create experiences by not just offering products, they also try to create a shared context with consumers. they want the product to be a part of the ‘online villages’ that social media created.

however, brands often forget one important thing about the baker - the essential part, the question he always asked each of his customers: what can I do for you?

this exercise is about that question.

what is brand? and what brand is not

the personification of an organization, product or

service mission statement the source of a

promise to the customer logo/slogan a set of association that enhance or detract from related

product or service product or service the main source of emotional connections with

customers advertising something that should drive the design of the total customer

experience trade marks the single idea or concept imbedded in the mind of the

customer

robert blanchard former P&G executive

“a brand is the personification of a product, service, or even an entire company. like any person, a brand has a physical body:

in P&G’s case, the products and/or services it provides ….. like a person, a

brand must mature and change its product over time. but its character, and core

beliefs shouldn’t change.”

idris mootee strategy consultant

“like human beings, all brands are born equal. the trick is the same, to prove one isn’t. branding is the art and science of identifying and fulfilling human physical and emotional needs by capturing their attention, imagination and emotion.”

philip kotler kellogg

“the art of marketing is the art of branding. if you are not a brand, you are a commodity. then price is everything and the low-cost

producer is the only winner.”

brand image a part of brand strategy

“brand image is a reflection of how the brand is perceived by the key constituents.”

emotional benefits

functional benefits

attributes

product, service, and emotive characteristics human characteristics

associations brand personality

brand image incorporate multiple levels of associations

emotional benefits

functional benefits

attributes

features or processes that must be demonstrated to

customers

the functional benefits customers receive

most meaningful & most difficult to imitate, but

hardest to deliver

easiest to deliver, but least meaningful & most

easily imitated

the emotional & self-expressive benefits customers receive

brand image analysis

emotional benefits

functional benefits

attributes

aspire to be the bestbe your best. be like tiger or mj

enhanced performancerun faster, jump higher, walk longer

high-tech shoes and gearscientifically designed shoes and

gear with the latest materials

NIKE’s associations

brand personality is the set of human characteristics associated with the brand

age

personality type

appearance

values

likes/dislikes

gender

size

ethnicity

intelligence

socioeconomic class

educationmost importantly, what they do.

brand image analysis comparison of brand personalities

sophisticated

successful

well-dressed

exciting

cultured

30s – 40s

what do they do?

fun

stylish

carefree

cool

modern

20s – 30s

LEXUS VOLKSWAGEN

exercise: brand image of your company

construct the associations and personality for your company and its competitors

exerciseobjectives

do it on your own select a competitor brand to include in your analysis define the brand associations and brand personality for your

company and the competitor

directions

15 minutes to draft 10 minutes to present the associations and personality of each

brand questions & answers as time permits

exercisetiming

thank you