Professional Documents
Culture Documents
Inside products
Define a brand
Are born as symbols, names and designs, which identify goods or services, anchoring them in
consumers’ minds
Set of meanings that are associated with the brand and that say something about the buyer.
Branding Challenges
The key to branding is that consumers perceive differences among brands in a product
category
It is the differential effect that brands imprint in consumers´ responses to a marketing mix.
Brand awareness
o Captures the potential availability of a brand in the mind of the consumer.
o Created through repeated and memorable exposure to brand elements
o Contributes to establish brand nodes in consumers´ memory, strengthening
brands´ links with the product category, usage, consumption occasions and
recognisability.
Brand Image
o Set of associations attached to the brand in the mind of the consumer
o Defined as the set of associations attached to the brand in the mind of the
consumer, reflecting the way that brands are perceived
o These associations are organized in seven levels of meanings:
The differential effect that brand knowledge has on consumers justifies that the same
products can be evaluated differently.
__
__
Brand Positioning
Positioning consists on designing the offer and image that you intend to convey in consumers´
minds regarding the product.
Build on a relevant point of difference
Be expressed through UNIQUE VALUE PROPOSITION
o Is the unique differentiating customer value that a company offers
Types of Differentiation
Brand Performance ( performance in benefits that prompt consumption )
o Performance in benefits that prompt consumption
o Brand reliability, durability, serviceability
o Effectiveness, efficiency, empathy
o Style and designs
o Value and Price
Brand Imaginary
o established by depicting who uses the brand and under what circumstances
Consumer Insight
o When a brand is capable of showing its consumers that it has insights and
understands them well
Target
The one who chooses the brand. (buyer/user)
Person that the brand is or want to be the first choice
The chooser needs to be defined in terms of attitudes, behaviors and values as well as
in socio economics.
Make the target as colorful and vivid as possible (know how they are/what they want)
Consumer Insight
The penetrating understanding of consumers that provides hooks and clues to lead a
company to new brand building opportunities
Seeing INSIDE the consumer
Insights function at every level
o Launching a category
o Launching a brand
o Launching a brand extension
o Creating a new campaign
o Create a fresh execution for an existing campaign
Humanist psychology:
Reasons to Believe
These are the proof points that support the POP and POD
Various forms:
o Functional design: Unique shaving technology: 2x more efficient shaving
o Key Attributes: Unique design: Exclusivity
o Key Ingredients: Contains calcium: Stronger bones
o Key endorsements: Recommended by Heart Health Inst.: Lowers cholesterol
You want to relate with the person that you perceive behind the brand, not to its
attributes or portfolio.
Helps select the most appropriate message and media, or more effective and suitable
sponsorships or partnerships.
Enables the brand owner to deliver a consistent brand experience that connects with
consumers and leaves a deeper and more sustainable impression.
When identified and cultivated they can effectively guide the creative tone of
communications.
Clear statement that describes the benefit of your offer, how you solve your
customer’s needs and what distinguishes you from the competition.
Mantra
Called as brand identities –these are trade markable devices that serve to identify and
differentiate the brand.
The main ones are
o Brand names,
o URLs,
o Logos,
o Symbols,
o Characters,
o Spokespeople,
o Slogans,
o Jingles,
o Product descriptors
o Packages
o Signage.
The main criteria to select them are:
o Do they add to the brand awareness (recognisability and recall)?
o Do they add to the brand image?
o The torture test: if this was all your consumers would know about the brand –
what would it say about it?
Legally acceptable
Relate to the source of volume
Brand ´packaging´
Channels of Distribution
Environmental issues
Ethical issues
o Fair Trade
Social causes
o Poverty
o Breast cancer
o Depression
o Obesity
o Child´s labor
Promotion mix
The Promotion Mix is the specific blend of advertising, sales promotion, public relations,
personal selling and direct-marketing tools that the company uses to persuasively
communicate customer value and build customer relationships.
Challenges in communicating
Information clutter
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
o The phases of an effective message
AIDA model
A – Attention – does it capture attention? Is it memorable? Is
it enjoyable?
I – Interest - Will it communicate our core message?
D – Desire - Is it branded intrinsically at its core?
A – Action - Does it communicate effectively enough to affect
behavior?
Design the message
o Content: What to say? Positioning statement (brief)
A good brief must have a clear purpose, an intention
Principles of good brief:
Be CLEAR about what is needed (A ONE page document) -
Provide critical information to complete the task
Inspired to greatness
The briefing meeting is as important as the brief itself.
Part 1: Background
Background: Usually covers the business and marketing
context and why the task is important
Marketing or Sales Objectives: This sometimes includes the
business case for the activity
Brand: Remarkably this is often overlooked. It might include
brand identity/brand capsule/brand vision/brand
architecture/brand status/brand values/brand personality
Previous Learning: Again a section which is only used
occasionally, but may have wider potential
Part 2: The brief itself
Has the power to
o Change
o Reinforce
o Invert/revert
o Create
Perception – what I see and feel
Attitude – what I feel and think
Behavior – what I feel and act
The right side is the emotional side and the left side is the rational side
Brand Salience
o Brand awareness refers to customers’ ability to recall and recognize the brand
under different conditions and to link the brand name, logo, symbol, and so
forth to certain associations in memory.
o Building brand awareness helps customers understand the product or service
category in which the brand competes and what products or services are sold
under the brand name.
o It also ensures that customers know which of their “needs” the brand—
through these products— is designed to satisfy.
o Two levels of awareness: depth and breadth
Need to understand how the product categories are organized in
consumers´ memory
When faced with purchase decisions consumers go through that
structure
Describe in which contexts the brand is recalled.
(Brand Performance & Imaginary)
o Reflect consumes´ associations regarding brands´ POP and POD
o These associations can be formed
Directly, from a customer’s own experiences and contact with the
brand
Indirectly, through advertising or by some other source of information,
such as word of mouth.
Brand Performance
o Describes how well the product or service meets customers’ more functional
needs.
o How well does the brand rate on objective assessments of quality? To what
extent does the brand satisfy utilitarian, aesthetic, and economic customer
needs and wants in the product or service category?
o Types of benefits and attributes that often underlie brand performance:
Primary ingredients
Product reliability, durability and serviceability
Service effectiveness, efficiency and empathy
Style and design
Price (expensive or inexpensive)
Brand Imaginary
o It is the way people think about a brand abstractly, rather than what they think
the brand actually does.
o Imagery refers to more intangible aspects of the brand
o Many kinds of intangibles can be linked to a brand, but four main ones are:
User profiles
Purchase and usage situations
Personality and values
History, heritage, and experiences
o User profile
The type of person or organization who uses the brand.
This imagery may result in customers’ mental image of actual users or
more aspirational, idealized users (conveyed in advertising).
o Purchase and Usage Imagery
A second set of associations tells consumers under what conditions or
situations they can or should buy and use the brand.
Associations can relate to type of channel, such as department stores,
specialty stores, or the Internet, to specific stores and to ease of
purchase and associated rewards (if any).
Associations to a typical usage situation can relate to the time of day,
week, month, or year to use the brand; location—for instance, inside
or outside the home; and type of activity during which to use the
brand—formal or informal.
o Values and Personality
Five dimensions of brand are:
sincerity(down-to-earth, honest, wholesome, and cheerful);
excitement (daring, spirited, imaginative, and up-to-date);
competence(reliable, intelligent, successful);
sophistication (upper class and charming);
Ruggedness (outdoorsy and tough).
Judgements
It represents customers’ personal opinions about and evaluations of the brand, which
consumers form by putting together all the different brand performance and imagery
associations. Customers may make all types of judgments with respect to a brand, but four
types are particularly important: judgments about quality, credibility, consideration, and
superiority.
o Brand Quality
The most important attitudes regarding brand quality relate to
products´ perceived quality and to customer value and satisfaction.
The performance and imaginary associations evoke consumers´
attitudes (favorable or not favorable) towards:
Product quality
Perceived value
Satisfaction
o Brand Credibility
Measures whether consumers see the company or organization
behind the brand as good at what it does, concerned about its
customers, and just plain likable
In order to deliver that, three components are considered:
Perceived expertise: Competent and innovative
Trustworthiness: Keeping consumers´ interests in mind
Likability: Fun, interesting and worth spending time with
o Brand Consideration
Depends in part on how relevant customers find the brand.
No matter how highly they regard the brand or how credible they find
it, unless they also give it serious consideration and deem it relevant,
customers will keep a brand at a distance and never closely embrace
it.
o Brand Superiority.
Measures the extent to which customers view the brand as unique
and better than other brands. Do customers believe it offers
advantages that other brands cannot?
Is absolutely critical to building intense and active relationships with
customers and depends to a great degree on the number and nature
of unique brand associations that make up the brand image.
Feelings
o Customers’ emotional responses and reactions to the brand
o Types of feelings
Experiential and immediate
Warmth
o The brand evokes soothing types of feelings and
makes consumers feel a sense of calm or peacefulness
Fun:
o Upbeat types of feelings make consumers feel
amused, lighthearted, joyous, playful, cheerful, and so
on.
Excitement:
o The brand makes consumers feel energized and that
they are experiencing something special.
Private and enduring
Security:
o The brand produces a feeling of safety, comfort, and
self-assurance
Social approval:
o The brand gives consumers a belief that others look
favorably on their appearance, behavior, and so on.
Self-respect:
o The brand makes consumers feel better about
themselves; consumers feel a sense of pride,
accomplishment, or fulfillment. A brand like Tide
laundry detergent is able to link its brand to “doing
the best things for the family” to many homemakers.
Resonance
o Describes the nature of this relationship and the extent to which customers
feel that they are “in sync” with the brand
o Types of resonance
Behavioral loyalty
We can gauge behavioral loyalty in terms of repeat purchases
and the amount or share of category volume attributed to the
brand –Customers´ lifetime value.
Attitudinal attachment
Some customers may buy out of necessity—because the brand
is the only product stocked or readily accessible, the only one
they can afford, or other reasons.
Resonance, however, requires a strong personal attachment.
Customers should go beyond having a positive attitude to
viewing the brand as something special in a broader context.
Some consumers may state that they love the brand.
Sense of community
The brand may also take on broader meaning to the customer
by conveying a sense of community.
Active engagement
One of the strongest affirmation of brand loyalty occurs when
customers are engaged, or willing to invest time, energy,
money, or other resources in the brand beyond those
expended during purchase or consumption of the brand.