Professional Documents
Culture Documents
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Overview
What is a brand ? Definitions, Characteristics Brand Identity Brand Equity Internal Branding Brand Management Brand Protection
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What is a Brand ?
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A quotation as an Introduction
our customers see themselves inside our company, inside our brand. Because they are a part of the Starbucks Experience
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Definition
Branding process of creating a corporate or product identity that makes the difference against your competitors Brand Name, term, sign, symbol, design, or some combination including history, reputation
Used to identify the firms products while differentiating them from the competitions
Consumers impression of people who use it, as well as their own experience
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Definition
Trademark: legal protection which confers the exclusive right to user brand name, trade mark, and any slogan or product name abbreviation Trade Dress: visual cues used in branding to create an overall look
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2. Meaningful.
3. Likeability
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Brand characteristics
4. Transferable.
5. Adaptable
6. Protectable 6. Universal
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Organisational concepts
positioning statements, cluster of values, vision, and risk reduction
Relational concepts
promises, trust and commitment, relationships, and experience with customers and other stakeholders
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visible about the brand to the consumer i.e. the logo and name
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Brand Identity
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1 Visual Identity
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Brand Dimensions
Brand Sensorial Identity
Visual Identity Audio Identity Tactile Identity Olfactive Identity Taste Identity
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Name
Logotype
Symbols
Brand Mark Design Sound Taglines We build smiles Advertising Characters
Smell Taste
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Visual Identity
The Logos
Definition Recognizable and distinctive graphic design, stylized name, unique symbol, or other device for identifying an organization.
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Visual Identity
The Logos
Evocative and powerful language Influence our perception :
Fashion
Societal
Cultural
Archetypal
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Visual Identity
The Logos
Symbol
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Visual Identity
The Logo, a long history
18th century
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Visual Identity
The Logos
Universal symbolism 5 basic shapes
Square Earth,
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Triange Circle Evaluation, Space, Sky, action gather to privilege (status, interest) or to act. Stphane GELY - Effectiv 2011
Star Universal
.
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Visual Identity
The Logos
Universal symbolism 5 basic shapes
Square or Rectangle Circle Triange Star
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Visual Identity
The Logos
WARN COLORS
Yellow
Warmest
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Visual Identity
The Logos
WARN COLORS
Orange
warmth
fun, happiness and energetic days, relaxation ambition. Outdoor activities
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Visual Identity
The Logos
WARN COLORS
Red
grab the attention. color of energy and action (light red) Solar, youth, intelligence, warmth, health, beauty (bright red) movement and excitement symbol of life, horizon and power love and giving force and power (purple red)
Night, female, secret, mystery, fire (dark red)
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Visual Identity
The Logos
COLD COLORS
Grenn
color of growth, nature, and money. calming pleasing to the senses. conservative, masculine and wealth (dark forest green). envy, good luck, generosity and fertility. peace, harmony, comfortable nurturing, support
between the cold and the warm female color
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Visual Identity
The Logos
COLD COLORS
Blue
deepest, coldest and intangible most popular and second most powerful color most of the world is blue often used to lighten the shapes calming freshness and cleanliness inspire trust, security, faithfulness and dignity
universalism
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Visual Identity
The Logos
COLD COLORS
Purple
royalty and luxury, Wealthy (darkest purple), spirituality and sophistication, feminine and romantic Srious and soothing Secret and dreams Balance between passion and intelligence Temperance and lucidity
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Visual Identity
The Logos
OTHER COLORS
White
associated with purity, innocence, peace cleanliness and safety of bright light both absence and synthesis of colors, neutrality creativity cool and refreshing calming, stabilizing influence
symbol of mourning in Eastern Countries
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Visual Identity
The Logos
OTHER COLORS
Black
strength, potency, authority, seriousness, luxury, elegance and classic Sometimes assotiated to nothingness Symbol of mourning in Western Countries
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Visual Identity
The Logos
Color and contrast
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Visual Identity
The Logos
Some Examples
Founded in 1950 by Gilbert TRIGANO A trident attribute of Poseidon and symbol of his domination on seas
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Visual Identity
The Logos
Some Examples
Born in 1924 By Adi Dassler At the beginning, 3 Stripes marked on the Shoes Then It became the Symbol of the brand
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Visual Identity
The Logos
Some Examples
Mercedes = merger of Daimler and Bentz A Daimler dealer called the cars he sold Mercedes, first name of his daughter
3 point star =
Earth Water Air Designed by a trainee advertising student In white, in a subliminal way, a C appears Blue, White and Red = Symbol of France Earth
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Water Air
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Visual Identity
The Logos
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Visual Identity
Logo Design Evolution
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Visual Identity
The Name
Origin of the Brand Names Real Names
Danone -> Adidas ->
Geographic
Abbreviations
-> International Business Machines -> Cable News Network
IBM
CNN
M&Ms>
BMW
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Visual Identity
The Name
Origin of the Brand Names
Acronym
Allograph
Figures
N5 -> Chanel
Asics >
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Visual Identity
The Name
Origin of the Brand Names
Common words
Expressions
Invented Names
Apple Orange
Tic Tac
Schweppes Kodak
Shell
Carrefour
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Visual Identity
The Tagline
Summarize your positionning in a short sentence Example : Pacific Southwest Airlines: Catch our smile Subway: Eat fresh KFC: Nobody does chicken like KFC British Airways: The way to fly
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Audio Identity
Olfactive Identity
Coconut oil scent in Ripcurl stores
Taste Identity
Aromatic Herbs selected and picked by a famous chef
Intangible Factors
Functional Ideology
Ben & Jerrys Offer the best products on the market BodyShop Ecology Lexus Quality & Luxury
Psychological
Meet consumer psychological needs : Gilette
Nike
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Intangible Factors
Sociological
Sense of belonging to a group Status Cerruti, Lacoste, Armani, D&G Lifestyle Ralph Laurens, Gentlemen Farmers, Marlboro Classic Culture Coca Cola, Levis
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Generic Brands
branded name that has become a generically descriptive term for a class of products (e.g., nylon, aspirin, kerosene, and zipper)
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Visual Identity
Charter Graphics
Translate the visual identify defining graphics codes and colors into a document Targetting both : the internal
the external
Must be clear, synthetic and standardized
Example :
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Brand Identity
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EXTERNALISATION
INTERNALISATION
Physique
Personality
Relationship
Culture
Reflection
Self-Image
PICTURE OF RECIPIENT
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Brand Identity
Sender
Receiver
Physique
Central Purpose of the Brand
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Personality
The soul of the Brand
Reflection
Self-identification as a person in relation to the brand
Self-Image
Self-image transmitted by the brand
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Brand Identity
External
Name Logo Advertising Brand Identity Environment Products & Services
Internal
Business Process Customer Relations Brand Values Training Quality Staff Motivation Recruitment Policies Technologies
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Physique
Personality
Relationship
Culture
Reflection
Self-Image
Physique : Set of features, symbols & attributes McDonalds : the double arch Mercedes : the star Orangina : the typical bottle Courtepaille : the house, the grill Apple : the specific design, the white wires
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Physique
Personality
Relationship
Culture
Reflection
Self-Image
Personality : specific brands characteristics, attitudes Reliable : Tata Convivial, friendly : Club Med Serious, conformism : Mercedes Benz Innovation : Apple Provocation : Ryanair Fun : Southwest Airlines
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Physique
Personality
Relationship
Culture
Reflection
Self-Image
Personality : Characters
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Physique
Personality
Relationship
Culture
Reflection
Self-Image
Relationship : Type of relationship existing between the brand and the consumers. Externalizing the brand outwards, using the culture. Examples : Nike : provocation Sofitel : french Art de Vivre Yves Saint Laurent : seduction Microsoft : both innovation and mistrust
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Physique
Personality
Relationship
Culture
Reflection
Self-Image
Culture : set of corporate values, standards, skills and beliefs.* source of insipiration for the brand Examples : Ritz Carlton : best quality Southwest Airlines : Fun, Price and Conviviality Countries values : Mercedes, Coca, Sofitel Apple based in the Silicon Valley convey the garage myth .
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Physique
Personality
Relationship
Culture
Reflection
Self-Image
Reflection : consumers that the brand seems to target in priority Mercedes : high social classes Coca Cola & Virgin : youth Apple : trendy Differences betwen the target and the reflection :
Physique
Personality
Relationship
Culture
Reflection
Self-Image
Physique
Personality
Relationship
Culture
Exercise
Reflection
Self-Image
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III
From the Brand Identity to the Brand Equity
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BRAND EQUITY
Definition
Brand's power derived from the goodwill and name recognition it has earned over time, and which translates into higher sales volume and higher profit margins against competing brands..
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1 Aaker Model
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Customers attachment to a brand how likely a customer will be to switch to another brand demonstrably linked to future profits less costly to retain customers than to attract new ones
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Satisfied buyers
with switching cost
Satisfied buyers :
habitual buyers
Switchers
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Benefits
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Top of mind
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1% 11% 2000
1% 8% 1987
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Customers perception of the overall quality or superiority of a product or service with respect to its intended purpos relative to alternatives
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intangible and overall feeling not necessarily be objectively determined Perceived quality differs from satisfaction
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Benefits
Factor driving financial performance Reason to buy for the cons Differentiation / Positioning Charging Premium Price Facilitate the distribution channel relationship Facilitate the brand extensions
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?
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Benefits
Create positive attitude / feeling Differenciation positioning Facilitate the extensions
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Positioning a brand
Positioning is not what you do to a brand/product Positioning is what you do to the mind of the prospect. That is, you position the brand/product in the mind of the prospect.
Al RIES & Jack TROUT
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2 Brand Resonance
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SALIENCE
PERFORMANCE
IMAGERY
SALIENCE
ability to recall or recognize the brand association and meaning 2 key dimensions : Depth Breadth
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BRAND MEANING
PERFORMANCE
IMAGERY
SALIENCE
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BRAND MEANING
PERFORMANCE
IMAGERY
SALIENCE
Brand Imagery More intangible aspect of the brand How people think to the brand abstractly Brand imagery categories:
User profiles Purchase and usage situations Personality and values History, heritage and experience
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BRAND MEANING
PERFORMANCE
IMAGERY
SALIENCE
3 important dimensions Strength : the brand in the brand association Favorability : importance and value for the customers
Uniqueness : differentiation
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JUDGEMENTS
FEELINGS
BRAND RESPONSES
PERFORMANCE
IMAGERY
SALIENCE
Brand Judgments Customers opinion & evaluation of the brand How customers consider both performance & imagery 4 types of judgements are important :
brand quality brand credibility : perceived expertise, trustworthiness, likability brand consideration brand superiority
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FEELINGS
BRAND RESPONSES
PERFORMANCE
IMAGERY
SALIENCE
Brand Feelings Customers emotional & social responses and reactions 6 types of feelings are important :
warmth (calm, peace): sentimental, warmhearted, affectionate fun: amused, joyous, playful, cheerful. excitement security: safety, comfort, self assurance social approval self-respect Stphane GELY - Effectiv 2011 95
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BRAND RELATIONSHIP
PERFORMANCE
IMAGERY
SALIENCE
3 Brand Valuation
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United States
4 7 5 4 6 6 7 9 8 5 9 10 Source : Interbrand 2010 United States Finland United States United States United States United States
60,895
43,557 42,808 33,578 32,015 29,495 28,731
7%
36% -10% 4% 4% -15% 1%
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Market based approches : based on the sales or on the stock exchange quotation Comparables Difficult since the brand should be differentiated Even comparable targets and mix, the brand value 4/19/2012 Stphane 100 can be different. GELY - Effectiv 2011
New Brand
Brand Decline
Brandz Model
Link
Developped by marketing consultants Pyramid describing the Brand Dynamism 5 steps from the consumer to the brand
Advantage
Loyalty Increase
Performance
Relevance
Awareness
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IV
Role of Internal Branding
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TOUCHPOINT
INTERNAL
EXTERNAL
Adapted from Jennifer AAKER
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V
Brand Management
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Brand Architecture
Individual Brand Names (Procter and Gamble, Pampers, Tide
Global Family Name for all products Heinz, General Electric Separate family names for all products Sears (Kenmore, Homart) Company trade name combined with individual product name Accor (Sofitel, Novotel, Mercure, Ibis), Danone.
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Brand Hierarchy
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Brand Architecture
Endorser brand strategy
A master brand is the primary indicator of the offering, the point of reference. Virgin
Accor GM HSBC
Endorsed Brand
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Promise A
Promise B
Promise C
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Brand Architecture
Endorser brand strategy cont. Benefits
Brand equity at the corporate level as well as the product level
Products express different aspects of personality Backs the Sub-brand
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Brand Architecture
Umbrella brand strategy
Family Name for all products : Heinz, General Electric Umbrella brand
Sony Canon Schweppes
Product A
Product B
Product X
Communication A
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Communication B
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Communication C
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Brand Architecture
Umbrella brand strategy cont. Benefits & Limits
Brand equity at the corporate level
Corporate brand is strategic Less marketing investment for the future product/categories
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Brand Architecture
Product range brand strategy
Separate family names for all products Product Range Brand
Product A Ariel Amora Product B Pampers Dove Procter & Gamble Unilever
Communication A
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Communication B
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Communication C
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Brand Extension
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2. Distinctive flavor/ingredient/component
From
To
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4. Expertise
From To
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From
To
6. Vertical extension : a brand using their ingredient/component in a more or less finished form.
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From
To
8. Designer Image/Status
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Same
Product
Local
Transnational
Same
Multinational
Global
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VII
How to protect its brands ?
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How to register
Determine the name and the design elements
Select Territories
Trademark rights are territorial Some regional systems exist:
Community Trade Mark (Europe) OAPI (Africa) Madrid Protocol (WIPO) International filing system, but still depends on approval at the national level by the 57 member countries
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United States Trademark rights extend only to the areas in which a market presence has been established.
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Composite Marks
Register the entire composite mark Register the word portion Register the design element
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