Brands & Brand Equity

Brands & Brand Equity
Some Terminology
Brand
Brand name
Brand mark
Master brand
Brand loyalty
Good Brand Names
Generally are: Describe:
Easy to pronounce Product
Easy to recognise Uses
Easy to remember Benefits
Short
Distinctive & unique Reinforce:
Legally protectable Desired image
(at home at abroad)
Well executed
Global
Symbols
What makes a brand great?
Consistency in delivering on a promise
Superior products and processing
Distinctive positioning and customer experience
Alignment of internal and external commitment
to the brand.
An ability to stay relevant.
Brand Value
1) Experience of use
2) User associations
3) Belief in efficacy
4) Brand appearance
5) Manufacturer’s name & reputation
Source: Doyle, P. (2002). Marketing Management & Strategy (3 rd edition) London: Pearson Education, p.161
Brand Strategy
It’s more than a logo; it’s a promise
It defines identity and provides a
mechanism for enhancing and
measuring impact
It outlines how all defined brand
elements will be used and strengthened
through usage.
Branding Strategies
Generic vs. Branded Products
Manufacturers’ vs. Private Brands
Co-branding & Ingredient Branding
Individual vs. Family Brands
(Brand extension strategies)
Brand Extension Strategies
Differential Advantage
Similar Different
Target Similar Company or Company plus
Market
Segment
range name brands
Different Company plus Unique brand

grade ID names
Brand Equity
Is a set of assets (and liabilities) linked to a
brand’s name and symbol that adds to (or
subtracts from) the value provided by the
company to the audiences.
A brand possesses equity to the extent that
consumers are familiar with the brand and
have stored in their memory warehouses
favourable, strong and unique brand
associations
"Long-term brand equity and
growth depends on our ability to
successfully integrate and
implement all elements of a
comprehensive marketing
program."
- Timm F Crull, Chairman & CEO of Nestle

Consumer-Based Brand Equity
Framework
Brand
Brand
Recognition
Recognition
Brand
Brand
Awareness
Awareness Brand
Brand Attributes
Attributes
Recall
Recall
Brand
Brand
Knowledge
Knowledge
Types
Typesofof
Brand Benefits
BrandAssociations
Associations Benefits
Brand
Brand
Image
Image Favourability,
Favourability, Overall
Overall
Strength,
Strength,and
and Evaluation
Evaluation
Uniqueness
Uniquenessofof (Attitude)
(Attitude)
Brand
BrandAssociation
Association
Brand Revitalisation
Market Development
 Finding new markets
 Entering new segments
Penetration
 Finding new applications
 Increasing brand usage rate
(Think of the Ansoff Matrix)

The Brand Platform
Communications
Physical Manifestations
Human Characteristics
Brand Platform
Tone and style
Products and Behaviours
Bringing the brand to life

Brand Platform
The Brand Platform includes:

Brand Vision
(Reason for being, based on customer needs /
brand’s aspiration and long-term ambitions)
Brand Mission
(How the vision can be accomplished.)
Brand Values
(Tenets that guide org.’s relationship, reinforcing
vision & mission)
The Walt Disney Company
Vision
"To make people happy.”
Mission
The Walt Disney Company's objective is to be one of the
world's leading producers and providers of entertainment and
information, using its portfolio of brands to differentiate its
content, services and consumer products. The company's
primary financial goals are to maximize earnings and cash
flow, and to allocate capital profitability toward growth
initiatives that will drive long-term shareholder value.
Values
 No cynicism
 Nurturing and promulgation of "wholesome American values"
 Creativity, dreams and imagination
 Fanatical attention to consistency and detail
 Preservation and control of the Disney "magic"
A Value Proposition
A statement of the functional, emotional and
self-expressive benefits delivered by the
brand that provide value to customers in the
target segment.
E.g.:FedEx - "Absolutely, positively overnight"

means you have total peace of mind.
Opportunity Modelling for Positioning
Identity needs to provide a
clear, compelling and
attractive vision to
Relevance
stakeholders. (High in
relevance).
Stretch
Identity needs to reinforce
Credibility the operational capabilities
of the organisation
(valuable difference).
Credible (Using proof
Differentiation
points or backed by
strategic imperatives).
Stretch (flexibility).
Identity
Visual
 Logotypes
 Symbols
 Colours
 Typeface
Verbal
 The name
 A naming architecture
 A strapline (slogan)
 Tone of Voice principles
 The Use of Stories
Identity vs Image
Brands draw their meanings from two sources
 Brand identity as codified and communicated by
the brand originator
 Brand meanings drawn by the user from the
consumer environment.
Therefore there is the potential for ‘drift’ between
organisationally designed meaning and user-
perceived meaning.
Brand Control
Brand value develops over a long period of

consistency.
Prevention of ‘Drift’
Continuity
Reason for being clarity prevents the accumulation of
access baggage.
Example: Branding Framework
OLD
NEW
To build brand equity, Heinz had to apply
marketplace principles in order to grow
and to maximise value
Consumer Superior consumer insight
Consumer based segmentation
Driven
Respect mainstream food boundaries
Brand One brand /one promise

Fewer, stronger brands
Potency
Integrated design
Consistency Harmonised global model

& Discipline Single trust mark
Single positioning line
Consumer Brand Attributes Consumer Brand
Want Proposition Benefit Personality
Best The food the Good taste Family well-being Warm

family can trust Nutritionally Confidence
Everyday to deliver the sound Contentment
best, everyday Reliable quality
Wide range
Budget Acceptable food Low price Money saver Pragmatic

for a good price Adequate quality
Specialist Food that Functionality Better for you Credentialised

delivers a Nutritionally
Health specific health superior
benefit
Experiential The food for the Great taste Involvement Aspirational

more discerning Food integrity Excitement
Eating
Unsurpassed Personal
quality experience
Watties & Heinz
Managing Change
Symbolising lasting values. The brand is the origin of

products to come.
3 rules
 Upgrade products, retain values.
 Diversify products
 Symbols and language must be modern/relevant

Successful Brand Building
Is a long-term affair
Has stewards with clear vision
Encompasses every activity that affects
public perception
Benefits of Effective Branding
Market Penetration (market share)

Customer Loyalty (sustainability)
Margin (profitability)
Equity (Business Growth)
How do brands influence behaviour?
By communicating information
By creating awareness, fame, familiarity or ‘salience’
By creating involvement
By creating associations that will influence behaviour
Brand Reinforcement
 Identifying Brand Upfront
 Appropriate Voice and Verbiage
 Focus on Customer DELIGHT
 Customers may not intend on the application
being an extension of their brand, but it is
 Every time the caller is annoyed by a chatty, stupid, or
unresponsive speech application it reflects poorly on the
customer’s business
 Collaborate with the customer care team, IT and
Marketing to get this right

Brands & Brand Equity

Uploaded by

Copyright:

Available Formats

Brands & Brand Equity

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Brands & Brand Equity

Uploaded by

Copyright:

Available Formats

Brands & Brand Equity

Different Company plus Unique brand

- Timm F Crull, Chairman & CEO of Nestle

(Think of the Ansoff Matrix)

Tone and style

Products and Behaviours

Bringing the brand to life

The Brand Platform includes:

E.g.:FedEx - "Absolutely, positively overnight"

Brand value develops over a long period of

Brand One brand /one promise

Consistency Harmonised global model

Best The food the Good taste Family well-being Warm

Budget Acceptable food Low price Money saver Pragmatic

Specialist Food that Functionality Better for you Credentialised

Experiential The food for the Great taste Involvement Aspirational

Symbolising lasting values. The brand is the origin of

 Symbols and language must be modern/relevant

Market Penetration (market share)

How do brands influence behaviour?

You might also like

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.