Description
This ppt is about Brand Building.
A product is something that is made in a factory; a brand is something that is bought by a customer Click to edit Master subtitle style
Stephen King
WHAT IS A BRAND ?
A mental expression of an ‘experience’ offered by a product / service The experience is colored by our environment, values, beliefs and needs
BRAND AWARENESS
l
Ability to identify a brand under different conditions
l
l
Brand Recognition l Correctly recognize the brand Brand Recall l Ability to retrieve the brand from memory when the product category is mentioned/ thought of
THE AWARENESS PYRAMID
Top of Mind Aided & Unaided Recall Brand Recognition Unaware of Brand
BRAND
EXPERIENCE
RELATIONSHIP
EXPECTATIONS
EMOTIONAL
SENSORY
PHYSICAL
BRAND ASSOCIATIONS
l
Attributes
l
l
Descriptive features that characterize a product service What we think the product / service is or has and what is involved in its purchase and use l Product related - performance, service, product class l Non-product related - price, packaging, user imagery, intangible imagery
BRAND ASSOCIATIONS
l
Benefits
l
Values attached to product attributes. What we think the product can do for us l Functional l Experiential l Symbolic
l
l
Perceived quality is a combination of the associated attributes and benefits that are salient for the brand Overall impression of the brand / value judgement based on the cumulative effect of various brand associations in our mind
BRAND MEMORY
l
Memory and knowledge consist of a set of
l l
Nodes - small centers of stored information Links - connections between nodes
l
l
A node is activated when encoding external information and storing it or when retrieving information from our long term memory Other nodes are switched on depending on the content and strength of association
BRAND IMAGE
l
Image of the provider of the product / service and brand
l l
Functional / Hard attributes like size, technology, process and financial strength Non-functional / Soft attributes like history, leadership. Psychographic - lifestyle, personality, traditional, modern, sophisticated Demographic - Age, income, education
l
Image of the user
l l
BRAND MANAGEMENT
Managing the expectation of experience by : - Building on those experiences which add value - Eliminating those experiences which are negative l Keeping the brand experience relevant to changing consumer lifestyles and expectations, technology and competition.
l
SUCCESSFUL BRANDS
l l
l l
l
Transcend physical attributes Take on a distinct character of their own, both recognizable and reassuring Build relationships with the consumer Capture consumer aspirations and fulfill expectations which in turn creates a bond Belong to the consumer
HOFSTEDE MODEL
Symbols Rituals Role Models Practice Value
BRAND IDENTITY PRISM
Click to edit Master subtitle style
E X T E R N A L I Z A T I O N
Picture of Sender
Physique
Personality
Relationship
Culture
Reflection
Self Image
I N T E R N A L I Z A T I O N
Picture of Recipient
PHYSIQUE
l
Combination of independent characteristics either prominent or dominant
PERSONALITY
l
Brand Character
CULTURE
l
System of values, a source of inspiration and brand energy
RELATIONSHIP
l
A brand is a relationship
REFLECTION
l
A brand reflects a customer’s image
SELF IMAGE
l
Target’s own internal mirror
IBM
All data processing systems Confident, square
Security, Reassurance
Big business, Ivy League, East Coast, Wall Street
Those who take their business seriously
I am a pro
APPLE
Micro computers, All purpose Intelligent, creative, cool
Liberation, friendly
Changing the organization, The Valley culture
Young minded Autonomous
Self enhancement
Lovemarks are a game-breaking
A Lovemark Lovemarks deliver enduring connections between a company, its is a product, people, its brands and its customers Lovemarks belong to service or people who love them entity that Lovemarks are the ultimate premium profit generators inspires Master subtitle style Click to edit loyalty beyond reason
opportunity to reinvent branding
Love is
LOVEMARKS
High Love High Respect
RK EMA LOV
Advocated
Known for things I care about
BRANDS
Low Love High Respect Known for things that are different
Known for good things
PRODUCTS
Low Love Low Respect Known
Known for something
FADS
High Love Low Respect
Unknown
MOVING TOWARDS A MULTISENSORY MODEL
SMEL L
TAST Click to edit Master subtitle style E
TOUCH
SOUND
SIGHT
doc_943557718.pptx
This ppt is about Brand Building.
A product is something that is made in a factory; a brand is something that is bought by a customer Click to edit Master subtitle style
Stephen King
WHAT IS A BRAND ?
A mental expression of an ‘experience’ offered by a product / service The experience is colored by our environment, values, beliefs and needs
BRAND AWARENESS
l
Ability to identify a brand under different conditions
l
l
Brand Recognition l Correctly recognize the brand Brand Recall l Ability to retrieve the brand from memory when the product category is mentioned/ thought of
THE AWARENESS PYRAMID
Top of Mind Aided & Unaided Recall Brand Recognition Unaware of Brand
BRAND
EXPERIENCE
RELATIONSHIP
EXPECTATIONS
EMOTIONAL
SENSORY
PHYSICAL
BRAND ASSOCIATIONS
l
Attributes
l
l
Descriptive features that characterize a product service What we think the product / service is or has and what is involved in its purchase and use l Product related - performance, service, product class l Non-product related - price, packaging, user imagery, intangible imagery
BRAND ASSOCIATIONS
l
Benefits
l
Values attached to product attributes. What we think the product can do for us l Functional l Experiential l Symbolic
l
l
Perceived quality is a combination of the associated attributes and benefits that are salient for the brand Overall impression of the brand / value judgement based on the cumulative effect of various brand associations in our mind
BRAND MEMORY
l
Memory and knowledge consist of a set of
l l
Nodes - small centers of stored information Links - connections between nodes
l
l
A node is activated when encoding external information and storing it or when retrieving information from our long term memory Other nodes are switched on depending on the content and strength of association
BRAND IMAGE
l
Image of the provider of the product / service and brand
l l
Functional / Hard attributes like size, technology, process and financial strength Non-functional / Soft attributes like history, leadership. Psychographic - lifestyle, personality, traditional, modern, sophisticated Demographic - Age, income, education
l
Image of the user
l l
BRAND MANAGEMENT
Managing the expectation of experience by : - Building on those experiences which add value - Eliminating those experiences which are negative l Keeping the brand experience relevant to changing consumer lifestyles and expectations, technology and competition.
l
SUCCESSFUL BRANDS
l l
l l
l
Transcend physical attributes Take on a distinct character of their own, both recognizable and reassuring Build relationships with the consumer Capture consumer aspirations and fulfill expectations which in turn creates a bond Belong to the consumer
HOFSTEDE MODEL
Symbols Rituals Role Models Practice Value
BRAND IDENTITY PRISM
Click to edit Master subtitle style
E X T E R N A L I Z A T I O N
Picture of Sender
Physique
Personality
Relationship
Culture
Reflection
Self Image
I N T E R N A L I Z A T I O N
Picture of Recipient
PHYSIQUE
l
Combination of independent characteristics either prominent or dominant
PERSONALITY
l
Brand Character
CULTURE
l
System of values, a source of inspiration and brand energy
RELATIONSHIP
l
A brand is a relationship
REFLECTION
l
A brand reflects a customer’s image
SELF IMAGE
l
Target’s own internal mirror
IBM
All data processing systems Confident, square
Security, Reassurance
Big business, Ivy League, East Coast, Wall Street
Those who take their business seriously
I am a pro
APPLE
Micro computers, All purpose Intelligent, creative, cool
Liberation, friendly
Changing the organization, The Valley culture
Young minded Autonomous
Self enhancement
Lovemarks are a game-breaking
A Lovemark Lovemarks deliver enduring connections between a company, its is a product, people, its brands and its customers Lovemarks belong to service or people who love them entity that Lovemarks are the ultimate premium profit generators inspires Master subtitle style Click to edit loyalty beyond reason
opportunity to reinvent branding
Love is
LOVEMARKS
High Love High Respect
RK EMA LOV
Advocated
Known for things I care about
BRANDS
Low Love High Respect Known for things that are different
Known for good things
PRODUCTS
Low Love Low Respect Known
Known for something
FADS
High Love Low Respect
Unknown
MOVING TOWARDS A MULTISENSORY MODEL
SMEL L
TAST Click to edit Master subtitle style E
TOUCH
SOUND
SIGHT
doc_943557718.pptx