Brands and Branding - An Intro
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The document serves as a refresher presentation on branding aimed at non-marketing professionals, emphasizing that brands must fulfill human emotional and physical needs to remain competitive. It distinguishes between products and brands, stating that a brand represents a personality built on trust and relationships, while a product is merely an object. The presentation outlines strategies for creating brand identity, the importance of customer relationships, and the long-term value branding can provide.
Brands and Branding - An Intro
- 1. Brands and Branding A BRIEF UNDERSTANDING OF
- 2. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals. The author does not hold any intellectual ownership of the ideas and graphics used in the presentation. All brands are born equal. The trick is to prove one isn’t! Branding is the art & science of identifying and fulfilling human physical & emotional needs, by capturing attention, imagination and emotion long enough to make money from it.” Idris Mootee CEO, Idea Couture Inc.
- 3. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals. The author does not hold any intellectual ownership of the ideas and graphics used in the presentation. The World we live in… Products = Experience Enhancers Information Overload More Choices >> Less value
- 4. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals. The author does not hold any intellectual ownership of the ideas and graphics used in the presentation. …is simplified by Brands Brands help us break clutter and choose, based on our past experiences and satisfaction with products or services. I love you I love you I love you I love you I love you I love you I love you I love you I love you I love you I love you I love you I love you YOU LOVE ME I love you I love you I love you I love you I love you I love you I love you I love you I love you I love you
- 5. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals. The author does not hold any intellectual ownership of the ideas and graphics used in the presentation. However a Brand is NOT… TRADE MARK (a legal property) MISSION STATEMENT (just a Reminder) ADVERTSEMENT (just gives Message) LOGO / SLOGAN (is just a signature) PRODUCT / SERVICE (just the Tangibles)
- 6. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals. The author does not hold any intellectual ownership of the ideas and graphics used in the presentation. A Brand is more than sum of its parts STRATEGIC POV Not just a select set of marketing activities. CUSTOMER VALUE Central to creating value, not just sound bites and images. ENGINEERED An integral part of the strategic planning process ALIVE Identity comes from its meanings. Products and services – its blood. Co. culture & standards - its heart beats COMPETITIVE ADVANTAGE Key tool for creating and sustaining it. LOGIC AND EMOTION Part science and part art.
- 7. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals. The author does not hold any intellectual ownership of the ideas and graphics used in the presentation. Brands are Strategic / long-term To plan for one year, grow sales. To plan for three years, grow channel. To plan for decades, grow a brand. SALES CHANNELS BRAND
- 8. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals. The author does not hold any intellectual ownership of the ideas and graphics used in the presentation. Brands have become Ideologies A BRAND is just like a person… It has a physical ‘body’, a name, a personality, character and a reputation. You can respect, like and even love it. You can think of it as a deep personal friend, or merely an acquaintance. You can view it as dependable or undependable; principled or opportunistic; caring or capricious. People have character…so do brands. Like a person, a brand must mature and change its product over time. But its character, and core beliefs do not.
- 9. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals. The author does not hold any intellectual ownership of the ideas and graphics used in the presentation. Brands get life from Customer Satisfaction Treadmill “The more we make, the more we spend, the more we want. The faster we get it, the faster we want it. The more convenient it becomes, the more we realize just how convenient it could be. The more our unreasonable demands are met, the more unreasonable they become.” Prof. DANIEL KAHNEMAN METAPHYSICAL NEEDS EXPERIENTIAL NEEDS SYMBOLIC NEEDS FUNCTIONAL NEEDS
- 10. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals. The author does not hold any intellectual ownership of the ideas and graphics used in the presentation. Questions that one needs to ask… What is the deep need that we satisfy? What is our raison d’etre? What is our core competencies? What are we really good at?
- 11. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals. The author does not hold any intellectual ownership of the ideas and graphics used in the presentation. Product Vs. BRAND A brand is a personality built on TRUST and RELATIONSHIPS It’s UNIQUE It’s bought by a customer. A great brand is TIMELESS A product is an OBJECT built in a FACTORY. It’s easily COPIED. It’s sold by a merchant. Becomes quickly OUTDATED
- 12. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals. The author does not hold any intellectual ownership of the ideas and graphics used in the presentation. 4 Taxonomies of Brands… Focus on meanings and values rather than functions. Almost product independent Brands. Tightly identified with Products / Ranges Focus largely on core functions and purposes
- 13. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals. The author does not hold any intellectual ownership of the ideas and graphics used in the presentation. How Brands Work As INFLUENCERS of choice Based on total sum of the individual’s beliefs. Goes beyond the look of a product, or an attractive advt. As a PROMISE Of AUTHENTICITY and REPLICABIITY, that creates value by enhancing the experience of owning or using the product or service. As Strategic Marketing tools Analyzing forces that influence profitability, Identifying position that capitalizes on unique advantages, and defending it against competitors. As a DIFFERENTIATOR Simplifying and differentiating product or service. AWARENESS SELECT / PURCHASE CONSIDERATION EXPERIENCE
- 14. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals. The author does not hold any intellectual ownership of the ideas and graphics used in the presentation. Positioning the Brand Brand is essentially a customer perception. Positioning creates this perception within the target profile. Positioning is the consonance between vision, values and brand. It comprises: INTERNAL FACTORS - forming a part of planned BRAND IDENTITY. EXTERNAL FACTORS – define how the brand is seen by consumers – the BRAND IMAGE. POSITIONING Summary of the Brand Vs. competition in consumer’s mind PERSONALITY Informs all communications and consumer perception VALUES Belief System and a way of working and communicating VISION Snapshot of the Future INTERNAL EXTERNAL
- 15. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals. The author does not hold any intellectual ownership of the ideas and graphics used in the presentation. How to create a Brand Identity* STRATEGIC ANALYSIS Customer > Trends > Motivation > Unmet needs > Segmentation Competitor > Brand Image / Identity > Strengths, strategies > Vulnerabilities > Positioning Self Analysis > Existing Brand Image > Brand Heritage > Strengths / Strategies > Organisation Values CREATING BRAND IDENTITY BRAND IDENTITY As a Product > Scope > Attributes > Quality/ Value > Uses & Users > Country of Origin As a Person > Personality (eg.Genuine, rugged, energetic) > Customer/ brand relationships As Organization > Organization Attributes (eg. Innovation, Consumer Concern, Trustworthy > Local vs. Global As a Symbol > Visual Image and Metaphors > Brand Heritage Benefit / Value Proposition > Functional Benefits > Emotional Benefits > Self-expressive Benefits Credibility > Support Other Brands Relationship Brand ESSENCE CORE Extended IMPLEMENTING BRAND IDENTITY SYSTEM BRAND IDENTITY ELABORATION BRAND POSITION Part of the Brand Identity and Value Proposition that’s to be actively communicated to target audience TRACKING BRAND BUILDING PROGRAMS *source:DavidAaker
- 16. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals. The author does not hold any intellectual ownership of the ideas and graphics used in the presentation. IDENTITY - basis of IMAGE STRATEGIC BRAND ANALYSIS BRAND IDENTITY CREATION IMPLEMENT IDENTITY AND TRACK Competitive Positioning Influencers Consumer Impressions on Identity BRAND IMAGE
- 17. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals. The author does not hold any intellectual ownership of the ideas and graphics used in the presentation. Brand Strategy defines a Brand’s “Circle of Influence” NO-GO AREAS Involvement would seriously damage and compromise clarity of brand proposition EXTENSION AREAS Areas to which brand franchise can be widened without damage OUTER CORE Optional Attributes INNER CORE Critical elements in brand identity Tropicana US sales shot up and made it a category Leader, upon following a Health-brand strategy. INNER CORE GreatTaste Premiumpriced HealthFortified OUTER CORE Tetrapak Real Fruit Taste Mothers with Children Noadded Preservatives Busy office goers EXTENSION Enhanced Health 100% sugarfree variant Additional Flavors Additional Flavors Size Variants Schools Hospitals NO-GO AREAS Healthy Snacks Low Price Mainstream SoftDrinks Medical Positioning Individual positioning Lifestyle Positioning Non Tetrapak SKUs Non-Fruity orArtificial Taste
- 18. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals. The author does not hold any intellectual ownership of the ideas and graphics used in the presentation. Tactics should follow Strategy • Viewing branding as naming, design or advertising - drastically shortens brand’s life expectancy • Getting too embroiled in tactical branding issues – chips away the long-term vale and returns from brands. • However, tactical issues do need careful management, since breakage of any one element, can damage the brand • Brands as strategic devices needs a considerable amount of marketing analysis and brand planning. WHAT YOU CAN SEE WHAT YOU CAN’TSEE Symbol Brand Name Presentation Advertising Price High Quality Efficient Production Strong R&D Low Cost Production High Service levels Strong Supply Chain Effective Selling Key Assets and Competencies
- 19. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals. The author does not hold any intellectual ownership of the ideas and graphics used in the presentation. Elements of Brand Strategy TARGETING IDENTIFYING VALUES PROPOSITION
- 20. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals. The author does not hold any intellectual ownership of the ideas and graphics used in the presentation. Targeting - Questions to ask • Which customers are important to the market? • Which among them are important to my brand? • How can I get more customers? • How can I do more business with each of them? • Which customers deliver the most value to the Co.? • What and how much we know about our target? • Some hard choices: – Targeting the most valuable customers instead of the masses – Targeting infrequent customers to make them more brand loyal – Trying to gain new customers • Often an 80/20 approach helps drive targeting choice
- 21. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals. The author does not hold any intellectual ownership of the ideas and graphics used in the presentation. Values – Key Considerations • Brands need to be kept fresh, relevant and at the forefront of customers’ minds • It’s hence vital to have strong links between core brand values and positive customer experiences. • Core brand values differentiate your brand from competitors and can be expressed in a few meaningful words, within the context of the brand • Positive customer experiences are the fulfillment of the brand promises. – Explore full richness of the context of product usage, focusing particularly on the benefits experienced by the customers
- 22. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals. The author does not hold any intellectual ownership of the ideas and graphics used in the presentation. Proposition – its relevance • A proposition is what you choose to communicate about your brand to the market and various stakeholders in your brand • Goes beyond physical product or advertising. • All the intangible communications of the brand, its customer service, its availability, its pricing policy, etc. also affect impressions of brand proposition
- 23. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals. The author does not hold any intellectual ownership of the ideas and graphics used in the presentation. In Summary: • Brands are what gives your company a meaning and value to your customers • Branding is a strategic opportunity – not a tactical decision • Branding is like creating a powerful magnet, to attract customers who’d benefit from your way of thinking, while giving you back equally, or more!
- 24. THANK YOU For more information about ways to benefit from branding strategies, contact: shantanu.seng@gmail.com DISCLAIMER: All material used in this document have been lifted from public domain / internet. The author of this compilation does not hold any intellectual ownership of the ideas and graphics used in the presentation, and does not wish to promote this document for commercial purposes