living in a branded world

8/9/2019 Living in a Branded World

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WHAT IS A BRAND?The Basic Definition of a Brand

Tuesday, January 12, 2010


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A BRAND IS AN IDENTIFIABLEENTITY THAT MAKES SPECIFIC

PROMISES OF VALUE.



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IDENTIFIABLE

You can readily separate one thingfrom others similar to it by somemeans.

These means include:

A word

A color

A symbol (orlogo)



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COLOR



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SYMBOL OR LOGO



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LOGOA logo is a symbol of some type that identifies an entity. A logo can be a gr

design, or it may be a group of words.



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ENTITY

An entity is something that hasseparate and distinct existence.



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SPECIFIC PROMISES

A product or service makes claimsabout what it can deliver to you.

Those claims are promises.



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EXAMPLES OF SPECIFIC PROMISE



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VALUE

The regard that something is held todeserve; the importance ofpreciousness of something.

The material or monetary worth orsomething.

The usefulness of somethingconsidered in respect of a particular

purpose.



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SO, WHAT KINDS OF THINGS

COULD BE A BRAND?



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ITEMS



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SERVICES



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PEOPLE



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BUT WAIT, THERES MORE!



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NEW THINKINGThe Ultimate Brand is You



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BRANDINGBranding is the business of choosing what promises, what kind of value, a

what kind of identifiable components the entity will have.



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TO BE SUCCESSFUL IN BUSINESSTODAY, YOU NEED TO THINK OF

YOUR CAREER AS A BRAND TO BDEVELOPED AND MANAGED.



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CASE STUDY: TIGER WOODSTuesday, January 12, 2010


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OR, WHEN GOOD BRANDS GOWRONG



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He earned $100 million a year from his winnings and his endorsements.

Amateurs paid about $80 000 a whole to play golf with him.

He had a deal with Nike worth about $100 million over five years, otherendorsements from companies like Buick, American Express, Warner BrotWheaties, Rolex, Upper Deck and others.

He would make $54 million a year without hitting a ball.

GOOD TIMES



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AFTER THE AFFAIRS

Between November 25 and December 13, the damage to his brand caucompanies such as Gatorage, Nike and Electronic Arts, to have stock price

by 2.3%. Total cost? About $12 billion.

Lower viewership since hes taking time off. Viewership of golfing tournamdown by 50%. The golf industry has about $75 billion in profits, and this waffect that significantly.



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SO DONT SCREW UP YOUR BRAN



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THE PHILOSOPHY OF BRAND YO



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BRAND YOUTo distinguish yourself by the way you approach your work.


QUOTE FROM THE AUTHOR OF


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QUOTE FROM THE AUTHOR OFTHE BRAND YOU 50

If Im hiring you, Im going to look atwhat you have done to stand out.Brand You isnt about self-publicity,but about accumulating a portfolioof projects worth bragging about.Tom Peters, from a 1999 USA Today interview


WHY ARE WE LEARNING ABOUT


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WHY ARE WE LEARNING ABOUTTHIS?

It is the newest phase in theevolution of branding and brandmanagement.

It is a perfect setup to what isprobably the most fun, mostchallenging, and most personallysatisfying opportunity for you:

becoming a brand champion.



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WHY CARE ABOUT BRANDS?The ubiquity of branding in everyday life.



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Dave is studying for his final exams. While studying, he h

plugged his iPod into his Sony speakers so that he can listehis Fall Out Boy and Kanye West playlist. He realizes he nea few Lady Gaga songs to liven up the playlist, so he decidelook in Limewire or YouTube later to get them. He takes of

Nike sneakers and while he takes a sip of Coke, he noticeshas a headache, so he takes some Panadol.



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YOU ARE SURROUNDED BY

BRANDS.



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NATIONAL BRANDSThese brands are available across the country.



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REGIONAL BRANDSThese may be very small (eg. only in Cebu), or very large (eg. only in th

Visayas), but they are not available nationally.



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STORE BRANDS / PRIVATE LABELSThese are manufactured by an outside company and are sold to the reta



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BRANDS VS. PRIVATE LABELSWhy Consumers Build Strong Attachments to Favorite Brands



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Generic labels and private labels,historically, did not have specificpromises of value, and theycommunicated that they werecheaper.



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Generic labels gave way to privatestore labels for two good reasons:

Supermarket operators liked theidea of making better profitmargins off those items. (Savings

because no money spent oncoupons or television.)

The idea was forming that thestore brand could be part of the

companys overall strategy.

WHY THE GENERICS DIED OUT



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HOW CONSUMERS LOOK ATPRIVATE LABELS AND NEW PREMIU

PRIVATE LABELS



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81% of consumers perceive store brands as brands57% of consumers say their supermarket offers a premiu

private label

Of these people:89% brought premium private-label items

Of these people:96% will buy premium private-label items again

91% believe that premium private-label items are bettethan or equal to national brands



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THE LEAST YOU NEED TO KNOW



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1.Brands help make it easier for us to

make buying decisions. Thanks to

brands, we can make quicker andmore confident buying decisions.Thats why brands have such a

powerful appeal.



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III.The Brand Called You concept makes

branding and brand management

relevant to you. It says you shoulddistinguish yourself like a strong branddoes: by making and keeping promises

of value.



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IV.Branded products have always

outsold private labels. However, there

is a definite initiative out there now tomake private-label brands look andfeel more like big national brands.


living in a branded world

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