Macerata, 17th of May 2018
Branding - from a logo to the essence of company'spersonality.
Joanna Bartuszek
UniCredit Group Brand Management
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Discussion on what is branding, what role it plays in company
business and communications strategy.
Some international examples in order to understand this issue
better.
What brands need to consider to stay relevant.
A case study of UniCredit to see how the brand is managed by
the international player of the financial sector. (Part two)
Our topic of today…
Part One Branding
Branding elements ensuring outstanding look and feel
Brand identity elements to engage with their target
Brand engagement technics
What brands need to consider to remain relevant and appealing
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Other identity elements – colors
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"New" identity elements – scents and smells
13
Delicate and calm jasmine
signature scent in Hilton
hotels
Abercrombie&Fitch
First Instict and Fierce
Engaging with scents
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Givenchy creates series of exclusive
drinks inspired by perfumes for London's
Hotel Cafe Royal.
McCain foods campaign in London
for its newest microwaveable
‘Ready Baked Jackets’ potato –
Jacket Taxi with giant potato
emitting warm, delicious scent of
baked potatoes.
(study conducted by Leicester University, UK in 2008).
96 percent of potential customers better remember a brand whose music reflects its identity
• differentiate a brand from competitors
• increase customer loyalty
• drive up sales
16
Successful brands rely on sound.
Sound Branding – the acoustic identity of a brand.
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Intel. McDonald’s
International benchmark for sound Sound Logo and Brand Song represent
branding with high-recognizable sound since many years the brand identity on all
logo since 1991 audible touch points
What Patagonia stands for:
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MISSION:
Build the best product.
Cause no unnecesary
harm.
Use business to inspire
and implement the
solution to the
environmental crisis.
Apple: From inspiring mission to the brand territory.
Uniqueness build around values that appeal
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Steve Jobs' original, personal vison
that laid down the company's
fundamentals:
"To make a contribution to the world by
making tools for the mind that advance
humankind."
What matters are values and what the company stands for
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Apple's current mission statement:
Apple designs Macs, the best personal
computers in the world, along with OS X,
iLife, iWork and professional software. Apple
leads the digital music revolution with its
iPods and iTunes online store. Apple has
reinvented the mobile phone with its
revolutionary iPhone and App store, and is
defining the future of mobile media and
computing devices with iPad."
28
Pomellato – supporting women since 1967 so
– taking a strong stand for #MeToo & #Time'sUp
The values of the Milanese Maison: anti-conformism, creativity, craftsmanship and color.
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Use of testimonials – Epic wins vs epic fails
• Misty Copeland and Under Armour's: the
brand consecrates the testimonial not only
as an outstanding talent dancer but also as
a true icon of style and beauty: she is in line
with the brand’s values and the
communication goals. In fact the purpose of
the campaign was to make the image of the
brand closer to the feminine target.
• Rihanna and Nivea: chosen to
celebrate the 100th birthday of the brand
and fired because of her too sexy and
provocative public behavior. Stefan
Heidenreich, CEO of Nivea: "Rihanna is
a failure. I do not understand how to
match Nivea's values (Care, Simplicity,
Courage,Trust) with Rihanna's behavior.
Nivea is a company which stands for
trust, family and reliability".