Slide 15.1 What is a brand? A brand is a name, term, sign, symbol or design or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.
Slide 15.2 Distinguishing between brand terminology Brand identity is the way a company aims to identify or position itself or its product or service; the visual or verbal expressions of a brand which leads to the psychological or emotional associations that the brand aspires to maintain in the minds of the consumer. Brand image is the way the public actually perceives this aim. A brand promise is the marketer s vision and communication of what the brand will be and do for consumers.
Slide 15.3 The role of brands for customers Signify quality level Facilitate purchasing Reduce risk
Slide 15.4 The role of brands for firms Increase marketing efficiency Attract employees Serve as a competitive Serve as a competitive advantage Help segment markets Legal protection Create loyalty Elicit support from channel partners Secure price premium
Slide 15.5 What is brand equity? The added value that can be attributed to a brand (beyond the value of the product or service) Measurable 1.Firm level: financials based on market capitalization minus tangible assets, or projected profits 2.Product level: compare price of a no-name brand to a branded item 3.Consumer level: research on customer awareness, perceived uniqueness, positive association
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Brandtoys.com Brand Personality
Slide 15.12 Brand elements Brand names URLs Slogans Logos Characters Symbols
Slide 15.13 What is co-branding? Co-branding, also called dual branding or brand bundling, refers to the combining of two or more well-known brands into a joint market offering or marketed together in some fashion. Forms of co-branding include same-company, joint venture, multiple sponsor, and retail co-branding.
Slide 15.14 What is ingredient branding? Ingredient branding creates brand equity for materials, components or parts that are necessarily contained within other branded products.
Slide 15.15 GoreTex is an ingredient in many leading brands A straddle brand positioning can help convince customers that the market offering can accomplish two or more seemingly conflicting benefits, such as Gore-Tex s promise to deliver both breathability and water protection Source: David Young-Wolff/PhotoEdit
Slide 15.16 Brand naming strategies Individual names Blanket family names Separate family names Corporate name individual name combo
Slide 15.17 Criteria for brand name selection Memorable Meaningful Likeability Transferable Adaptable Protectable The Snap, Crackle and Pop slogan has been translated into many European languages Source: Courtesy of the Kellogg Group
Slide 15.18 Sources of names Acronym: A name made of initials such as UPS or IBM Descriptive: Names that describe a product benefit or function like Whole Foods or Airbus Alliteration and rhyme: Names that are fun to say and stick in the mind like Reese's Pieces or Dunkin' Donuts Evocative: Names that evoke a relevant vivid image like Amazon or Crest Neologisms: Completely made-up words like Wii or Kodak Foreign word: Adoption of a word from another language like Volvo or Samsung Founders' names: Using the names of real people like Hewlett-Packard or Disney Geography: Many brands are named for regions and landmarks like Cisco and Fuji Film Personification: Many brands take their names from myth like Nike or from the minds of ad execs like Betty Crocker
Slide 15.19 Dyson s hand dryer is a brand extension The Dyson hand dryer is a brand extension from the Dyson vacuum cleaner which in itself was a revolution in vacuuming Source: Courtesy of Dyson
Slide 15.20 How to use celebrity branding Clear and popular image High perceived credibility Good match with target audience and brand In the 1800s Pope Leo XIII and Emile Zola (pictured left) both endorsed a wine tonic. Celebrity endorsement is now a global phenomenon Source: The Advertising Archives
Slide 15.21 Issues arising from celebrity endorsements Multiple brand endorsers Image considerations Celebrities as brands Celebrity endorsements of products and services is a major branding development. European stars who have become global brands are Germany s Claudia Schiffer, Spain s Penelope Cruz and from Wales, Catherine Zeta-Jones. Source: David Fisher/Rex Features (left); Most Wanted/Rex Features (centre); Carolyn Contino/BEV/Rex Features (right)
Slide 15.22 Brand roles in a brand portfolio Flankers Cash Cows Low-end Entry-level High-end Prestige