Professional Documents
Culture Documents
3 Definitions
Index 7 Intangibles
14 Perception
17 vs. Commodities
24 Touchpoints
27 Responsibility
31 Essence
35 The 9 Criteria
59 Loyalty
68 Advantages
Kellogg Company
2009 Conrad, Phillips & Vutech, Inc.
TM A brand is not
a name, trademark, logo
package, or product.
seetaste
hearortouch
smell
2009 Conrad, Phillips & Vutech, Inc.
Intangibles you just ...
feel
Luxury cosmetics
Kids breakfast cereals
Wireless handsets
Luxury moisturizing skin care products
Discount retail stores
~Brand Keys, 2009 Loyalty Engagement Index
Banks
Insurance
Soft drinks (regular)
Casual dining restaurants
Bottled water
~Brand Keys, 2009 Loyalty Engagement Index
Commodities compete on
price or convenience.
Exposure Experiences
Through exposure to Through actual experiences
messages about the brand with the brand
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1. Unique
The essence of a brand is how it is different
from competitors in the same category.
FOR EXAMPLE
1. Unique
1. Unique
T H I N G S Y O U W I L L N E V E R H E A R S O M E O N E S A Y:
1. Unique
the essence...
gives the audience the primary reason to
choose a brand over competitors brands.
1. Unique
1. Unique
EXAMPLES OF BRAND ESSENCE:
Harley-Davidson = Liberating
3M = Innovative
Visa = Everywhere
Jeep = Adventurous
1. Unique
1. Unique
E X A M P L E S O F AU TO M OT I V E B R A N D P O S I T I O N S
2. Intangible
One is no more independent on a
Harley-Davidson motorcycle than
another brand, but somehow one
feels like it.
Tap into what the audience feels.
3. Single-minded
3. Single-minded
4. Experiential
Driving a Volvo
makes me feel that
my family is safe.
5. Meaningful
There is no point in identifying an essence
that is irrelevant to the audience. Essences
that dont connect are the reason behind
many failed brands. Research it.
6. Consistently delivered
6. Consistently delivered
Consistency = No Surprises
~ People seek comfort, stability, and predictability.
~ The success of all chains is based upon
consistency of experience.
(Think McDonalds.)
~ Consistency of experience is
the basis for brand loyalty.
McDonalds Corporation
2009 Conrad, Phillips & Vutech, Inc.
the criteria for
brand essence TM
6. Consistently delivered
IHG
2009 Conrad, Phillips & Vutech, Inc.
the criteria for
brand essence TM
6. Consistently delivered
6. Consistently delivered
7. Authentic
8. Sustainable
Ever.
9. Scalable
6. Consistently
delivered
7. Authentic
8. Sustainable
9. Scalable
Branding, then, is...
defining, promising, and delivering
a unique brand experience consistently.
Branding distinguishes the brand from
its competitors and builds preference.
Trial Loyalty
(trying the brand) results results from having
from being intrigued a series of consistent,
by the promise of the singular and favorable
brand experience. brand experiences.
Beliefs
Reinforcement
Attitudes
Trial
Expectations
Awareness
TIME
1994 Coalition for Brand Equity
FOR EXAMPLE
~ Imagine the difficulty in trying to
replace iPhone as the smartphone
with the most applications.