becoming a brand doctor -d
TRANSCRIPT
Becoming A Brand DoctorBecoming A Brand Doctor
-the anatomy of brands/ Applying theDavid Aakers principles
Olu AkanmuAssociation of Advertising Practitioners of Nigeria
March 2002Olu Akanmu AAAN March 2002
What are brands?
• “…a name, term, sign, symbol or design or acombination of them, intended to identify thegoods and services of a seller and to differentiatethem from other competitors…”– Philip Kotler
• Definition above is very simplistic• The summation of the relationships between the
offering and its consumer– Brands makes a promise to its consumer– A covenant of promise and price
• “…a name, term, sign, symbol or design or acombination of them, intended to identify thegoods and services of a seller and to differentiatethem from other competitors…”– Philip Kotler
• Definition above is very simplistic• The summation of the relationships between the
offering and its consumer– Brands makes a promise to its consumer– A covenant of promise and price
Olu Akanmu AAAN March 2002
Determining the health of thebrand
• Diagnostics- measure itsbrand equity
• “..a set of assets andliabilities linked to abrand name and symbolthat adds to or subtractfrom the value providedby the product or serviceto its customers..”– Aaker
• Diagnostics- measure itsbrand equity
• “..a set of assets andliabilities linked to abrand name and symbolthat adds to or subtractfrom the value providedby the product or serviceto its customers..”– Aaker
Olu Akanmu AAAN March 2002
Four Brand Equity Dimensions
• Brand Awareness– Recognition and recall– Familiarity and opinion
• Brand Loyalty– Satisfaction at recent usage– Consistently exceed my
expectations– Regular usage even when
alternatives are available– Will recommend it to
others– Will pay a premium for it
over alternatives– Market share
• Perceived Quality– Most critical measure of
brand equity– Degree of price premium– Esteem and respect
• Brand Associations– Different from others in
relevant ways– It is an interesting
personality. We do have aa relationship
– Perceived value-value formoney relative to its price
– I trust the firm behind thebrand
• Brand Awareness– Recognition and recall– Familiarity and opinion
• Brand Loyalty– Satisfaction at recent usage– Consistently exceed my
expectations– Regular usage even when
alternatives are available– Will recommend it to
others– Will pay a premium for it
over alternatives– Market share
• Perceived Quality– Most critical measure of
brand equity– Degree of price premium– Esteem and respect
• Brand Associations– Different from others in
relevant ways– It is an interesting
personality. We do have aa relationship
– Perceived value-value formoney relative to its price
– I trust the firm behind thebrandOlu Akanmu AAAN March 2002
Dissecting the Brand
The Brand Identity Principle
Brand
Brand asProduct
Brand asOrganization
Brand asPerson
Brand asSymbol
Olu Akanmu AAAN March 2002
Brand as Product
• Product Scope orCategory– Beverage ,Powdered Milk
• Product Attributes– Sweet, good tea whitener
• Quality/Value– High in protein– Value for money relative to
next low nutritiousalternatives
• Uses and Use Occasions– Morning, office
• Users– ABC users,
• Country of Origin– From Holland– Strong heritage of
quality dairy products– Beer – Ireland,– Wine –Champagne,
France– Electronics- Japan
• Product Scope orCategory– Beverage ,Powdered Milk
• Product Attributes– Sweet, good tea whitener
• Quality/Value– High in protein– Value for money relative to
next low nutritiousalternatives
• Uses and Use Occasions– Morning, office
• Users– ABC users,
• Country of Origin– From Holland– Strong heritage of
quality dairy products– Beer – Ireland,– Wine –Champagne,
France– Electronics- Japan
Olu Akanmu AAAN March 2002
Brand as Organization
• Organization attributes– Culture, values and people– Innovation, trust and integrity– Customer champions
• Local or Global• Very difficult to copy by competitors• Provide credibility to brand value
proposition• Drive internal alignment with brand values• Corporate brands and pay offs• Reason why many brand communications
from banks lack credibility• Is your PR machine working for the brand
or the MD?
• Organization attributes– Culture, values and people– Innovation, trust and integrity– Customer champions
• Local or Global• Very difficult to copy by competitors• Provide credibility to brand value
proposition• Drive internal alignment with brand values• Corporate brands and pay offs• Reason why many brand communications
from banks lack credibility• Is your PR machine working for the brand
or the MD? Olu Akanmu AAAN March 2002
Brand as Person
• Brand is like a person.– demographic and lifestyle
descriptions
• Brand Personality can becreated by– User imagery (may be
different from actual userprofile)
– Sponsorships– Age in the market (keep
your brand forever young)– Symbols- Michellin
(ruggedness)
• Brand is like a person.– demographic and lifestyle
descriptions
• Brand Personality can becreated by– User imagery (may be
different from actual userprofile)
– Sponsorships– Age in the market (keep
your brand forever young)– Symbols- Michellin
(ruggedness)
Olu Akanmu AAAN March 2002
Brand as a Person
• Personality descriptors– Genuine, energetic,
upwardly mobile,intelligent, funny
• Reflects the user’s idealor actual personalityconcept
• Guinness (male machocompetence)
• Forms an emotionalrelationship withconsumer e.g friendly
• Signal the functionalbenefit derived -Michellin
• Personality descriptors– Genuine, energetic,
upwardly mobile,intelligent, funny
• Reflects the user’s idealor actual personalityconcept
• Guinness (male machocompetence)
• Forms an emotionalrelationship withconsumer e.g friendly
• Signal the functionalbenefit derived -MichellinOlu Akanmu AAAN March 2002
Brand as Symbol
• Visual imageries– Graphics and colors– Guinness is brown/ the
harp– Gulder’s damask– Coke’s bottle– Nike’s swoosh– Even non-literates/
children recognizebrand
• Metaphors– Mystiques associated with
brand– Star- brightness– Guinness male macho
competence metaphors• When in enter body, eye
go clear, na the big oneme dey like
• Brand Heritage– Can it be stout if it is not
from Ireland?
• Visual imageries– Graphics and colors– Guinness is brown/ the
harp– Gulder’s damask– Coke’s bottle– Nike’s swoosh– Even non-literates/
children recognizebrand
• Metaphors– Mystiques associated with
brand– Star- brightness– Guinness male macho
competence metaphors• When in enter body, eye
go clear, na the big oneme dey like
• Brand Heritage– Can it be stout if it is not
from Ireland?
Olu Akanmu AAAN March 2002
Brand Value Proposition
• Brand Identity should be distilled into aunique value proposition to the consumer
• “…the brand value proposition is thesummation of the unique functional andemotional benefits delivered by the brandto the customer which drives thepurchase decision…”
• Brand Identity should be distilled into aunique value proposition to the consumer
• “…the brand value proposition is thesummation of the unique functional andemotional benefits delivered by the brandto the customer which drives thepurchase decision…”
Olu Akanmu AAAN March 2002
Brand Value Proposition contd.
• Functional benefits are usually linked toproduct dimensions of brand identity
• Strong brands deliver more than functionalbenefits– they connect with consumer emotions by
leveraging the other three parts of the brandidentity
• Functional benefits are usually linked toproduct dimensions of brand identity
• Strong brands deliver more than functionalbenefits– they connect with consumer emotions by
leveraging the other three parts of the brandidentity
Olu Akanmu AAAN March 2002
Brand Value Proposition
• Emotional benefits– Positive consumer feelings enabled by the brand– Link back to functional benefits as reason why
• Self-expressive benefit– What does it say about me?– How does it make me feel?
• Price can be a good signal of the valueproposition– should be fair relative to the value or benefit delivered
to get a purchase decision.– Unfair price can weaken the brand value proposition.
• Emotional benefits– Positive consumer feelings enabled by the brand– Link back to functional benefits as reason why
• Self-expressive benefit– What does it say about me?– How does it make me feel?
• Price can be a good signal of the valueproposition– should be fair relative to the value or benefit delivered
to get a purchase decision.– Unfair price can weaken the brand value proposition.
Olu Akanmu AAAN March 2002
Brand Positioning• “…the part of the brand identity and
value proposition that is to be activelycommunicated to the target audienceand that demonstrates an advantage overcompeting brands…” (Aakers)– How should the target audience see or
perceive your brand relative to competingbrands?
• “…the part of the brand identity andvalue proposition that is to be activelycommunicated to the target audienceand that demonstrates an advantage overcompeting brands…” (Aakers)– How should the target audience see or
perceive your brand relative to competingbrands?
Olu Akanmu AAAN March 2002
Brand Image and Position
• Brand image is not necessarily brandposition
• Brand Image is the current perception• Brand position is the perception that the brand
manager desires to create in the mind of the targetmarket?
• Reinforce the image if desirable• Augment current image with new dimensions from
the brand identity to create the desired perception• Diffuse, soften or delete the image if undesirable
• Brand image is not necessarily brandposition
• Brand Image is the current perception• Brand position is the perception that the brand
manager desires to create in the mind of the targetmarket?
• Reinforce the image if desirable• Augment current image with new dimensions from
the brand identity to create the desired perception• Diffuse, soften or delete the image if undesirable
Olu Akanmu AAAN March 2002
Brand Positioning
• Let it drive drive everything you do withbrand– Pricing, product and package strategy, channel
and access strategy and communication
• Develop a tracking system to measure thekey dimensions of brand equity
• Let it drive drive everything you do withbrand– Pricing, product and package strategy, channel
and access strategy and communication
• Develop a tracking system to measure thekey dimensions of brand equity
Olu Akanmu AAAN March 2002
Some reasons for why brands gosick?
• Poor investment in sustaining what makes thebrand different.– Innovation- Panadol and Emzor– Aspiration and Image- Gulder
• Long term strategy gets compromised by shortterm gains– Over sales promotion which destroys non-price
differentiation edge- 7UP– Salesmen take over brand management
• Milking a brand too early– Lucozade
• Poor investment in sustaining what makes thebrand different.– Innovation- Panadol and Emzor– Aspiration and Image- Gulder
• Long term strategy gets compromised by shortterm gains– Over sales promotion which destroys non-price
differentiation edge- 7UP– Salesmen take over brand management
• Milking a brand too early– Lucozade
Olu Akanmu AAAN March 2002
Some reasons why brands gosick
• When the brand does not stay young– Guinness had to re-invent itself with Michael Power
• Frequently changing brand positions• Other elements of the marketing mix do not
work in tandem with brand positioning• Over extending the brand into new categories and
markets– Lack of focus– Spreading thin over many areas competing with
deeply entrenched competitors
• When the brand does not stay young– Guinness had to re-invent itself with Michael Power
• Frequently changing brand positions• Other elements of the marketing mix do not
work in tandem with brand positioning• Over extending the brand into new categories and
markets– Lack of focus– Spreading thin over many areas competing with
deeply entrenched competitors
Olu Akanmu AAAN March 2002
Some reasons why brands gosick
• Sales men take over brand management– The brand is moved to become everything to
everybody
– Differentiation and uniqueness is lost
• Failure to take advantage of new media– Media clutter -
• Sales men take over brand management– The brand is moved to become everything to
everybody
– Differentiation and uniqueness is lost
• Failure to take advantage of new media– Media clutter -
Olu Akanmu AAAN March 2002
Brand Identity Exercise
• Pick two competing brands familiar to you
• Draw a detailed brand identity structure forthe brands
• Distill into a value proposition andpositioning statement
• Justify your thoughts by presenting to thegroup
• Pick two competing brands familiar to you
• Draw a detailed brand identity structure forthe brands
• Distill into a value proposition andpositioning statement
• Justify your thoughts by presenting to thegroup
Olu Akanmu AAAN March 2002