What Is A Brand

What is a Brand

A brand is not….. A logo

An identity

A product

A brand is…

What is a Brand A brand defines the relationship customers have with us ● A brand is a promise we make to our customers and to ourselves ● A brand is shaped by each experience customers have with the firm ●

Traditional view A brand is a name, term, sign, symbol, or design which is intended to

identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.

More recent views Brand is what is experienced and valued by customers in everyday social life. Brand is the culture of the product – shared, taken –for-granted brand stories, images, and associations Brand is the mental and emotional file we have for a product or service or entity.

A promise “ … a seller’s promise to deliver consistently a specific set of features, benefits and services to buyers.”

Brand is a Perceptual entity

For consumers, a brand is an experience Every marketing message consumers see or hear creates an impression of what the brand stands for — its image. Every interaction with a product or its maker provides tangible proof of the real value the brand delivers — its action.

The Role of Brands Signify Signify quality quality Create Create barriers barriers to to entry entry Serve Serve as as aa competitive competitive advantage advantage Secure Secure price price premium premium

How Brands Work Individ

ual beT nefits

AYdod u egd e t w ha Vya o uem Nula expeect t and g Securraphical deipty iction

Identi ficatio n

4. Level: Transformation, the brand actually invokes change in the consumer 3. Level: Added value – individual „laddered“ benefits 2. Level: Security – You get what you expect 1. Level: Brand name and logo ensure the product can be recognized and distinguished from the competition

What do all these big brands have in common?

What do all these big brands have in common? ●

● ● ● ●

They have a high recognition & a strong image – word wide They are in great demand – word wide They possess a great competitive advantage They possess a strong trade leverage None of them compete over price

They are economically successful

Different interpretations of "Value" ●

From a marketing or consumer perspective it is "the promise and delivery of an experience.”

●

From a business perspective it is "the security of future earnings.”

●

From a legal perspective it is "a separable piece of intellectual property."

●

Brands offer customers a means to choose and enable recognition within cluttered markets.

Creation of added Value is Branding

Brand A brand is a mixture of attributes, tangible and intangible, symbolized in a trademark, which, if managed properly, creates value and influence.

On the competitive front Brand achieves distinction. On the consumer front brand adds value. A brand has both product and perceptual components

Branding ●

The purpose of Branding is to transform a product. ●

●

It must add value that customers covet.

Transforming a commodity like product into customer satisfying value added propositions is the essence of branding.

How to build a strong brand … provide a competitive product … enrich that product with credible, differentiating and influencing added values … care about it!

Anatomy of a Brand Product

Perception

Product and Perception

Product Product

Perception

Branding is a

A physical product is combined with something else - symbols, Images and Feelings to produce and idea or concept

The two live and grow with and on one another in a mutually enhancing partnership and

Brand Rational Elements

Emotional Elements

Can be copied. Touchable.

Unique. Untouchable.

Brand Building Is Emotional Product Development

They provide more than a product BRAND

Emotional Benefits

Self-Expressive Benefits

Symbols (Logo, Colors etc.)

Added value PRODUCT

Country of Origin

Organizational Associations

Attributes Scope Specifics Quality

Brand Personality

Customer Relationship

Brand Value

They care about the brand

“A brand is the consumer’s idea of a product” time

I. Market Analysis II. Brand Positioning

Economical success

The approach Turning the potentials into success. II I III

III. Brand Strategy IV. Brand Implementation V. Brand Controlling

IV

V

time

Brand Building ●

●

It takes time to build a brand. ● There are two routes

From Product Advantage ●

Or From Values

Intangible values products

Little by Little perception moves from objects to benefits from tangible to intangible values Intangible added values Value Mission Personality Benefits Attributes Ingredients Tangible added Values

Intangible added values beauty and Skin care protection softening Hydrating cream Dove

PRODUCT: Marlboro cigarettes DATE INTRODUCED: 1955 CREATOR: Leo Burnett Co. The most powerful -- brand image of the century, the Marlboro Man stands worldwide as the ultimate American cowboy and masculine trademark, helping establish Marlboro as the best-selling cigarette in the world.

By the time the Marlboro Man went national in 1955, sales were at $5 billion, a 3,241% jump over 1954 and light years ahead of pre-cowboy sales, when the brand's U.S. share stood at less than 1%.

The Campaign of the Century Cognitive Benefit Filter Aromatic blend New pack ● Emotional Benefit Manly self image ● Perceived Image Virile, masculine ●

Source: Brand Positioning – Subrato Sen Gupta

Brand Interactions When we interact with a brand, we experience it through a variety of attributes These attributes govern our experience with a particular brand What is it How does using it feel What does it look like How does it sound What does it stand for

(cognitive) (emotional) (visual) (auditory) (symbolic)

Promotion is the vehicle that allows us to access the consumer’s mind, to create a perceptual Inventory of Imagery, Symbols and Feelings that come to define the perceptual entity we call a Brand

The Ad of the Century

The Best ad campaigns Volkswagen Think Small 1959 Coca-Cola, The pause that refreshes 1929 Marlboro, The Marlboro Man 1955 Nike, Just do it 1988 McDonald's, You deserve a break today DeBeers, A diamond is forever 1948 Absolut Vodka, The Absolut Bottle 1981 Miller Lite beer, Tastes great, less filling 1974 Clairol, Does she...or doesn't she 1957 Avis, We try harder 1963

1971

Ranking of the world‘s most valuable brands Brand

Brand Value $ Billions 2001

Brand

Brand Value $ Billions 2001

Coca-Cola

68,95

Marlboro

22,05

Microsoft

65,07

Mercedes

21,73

IBM

52,75

Citibank

19,01

GE

42,40

Toyota

18,58

Nokia

35,04

Hewlett-Packard

17,98

Intel

34,67

Cisco Systems

17,21

Disney

32,59

American Express

16,92

Ford

30,09

Gilette

15,30

McDonald‘s

25,29

Merill Lynch

15,02

At&T

22,83

Sony

15,01

Rankings of the most famous Brands / Companies World wide

Europe

USA

Japan

1. Coca-Cola

Coca-Cola

Coca-Cola

Sony

2. Sony

Sony

Campbell’s

National

3. Mercedes Benz Mercedes Benz Disney

Mercedes Benz

4. Kodak

BMW

Pepsi-Cola

Toyota

5. Disney

Philips

Kodak

Takashima

6. Nestlé

Volkswagen

NBC

Rolls-Royce

7. Toyota

Adidas

Black&Decker Seiko

8. McDonald’s

Kodak

Kellog’s

Matsushita

9. IBM

Nivea

McDonald’s

Hitachi

Porsche

Hershey

Suntory

10. Pepsi-Cola