Branding midterm

a brand is

the set of exceptions, memories, stories and relationships that, taken together account for a consumer’s decision to choose one product or service over another

a brand represents

perceptions, emotions, and experiences that consumers associate with a particular product, service, or company

According to the AMA brand is

a name, term, design, symbol or any other feature that identifies one sellers good or service as distinct from those of other sellers

According to David Ogilvy a brand is

the intangible sum of products attributes: its name, packaging, and price, its history, its reputation, and the way its advertised

According to David Aaker a brand is

a set of attributes (positive or negative) that people associate with a company

David Ogilvy is considered

the father of advertising

David Aaker is considered

the father of modern branding

According to Al Ries a brand is

a singular idea or concept that you own inside a prospects mind

According to Leo Burnett a brand is

anything that leaves a mental picture of the brands identity

Differentiation

helps distinguish a product or service from its competitors

consumers are more likely to

choose and remain loyal to brands they trust

powerful branding

inspires a positive perception that guides and elevates customer choices

brand recognition

creates positive memories, increasing repeat customers and referrals

a strong brand facilitates

lasting connections and future success

brands evoke

emotions and connect with consumers on a personal level

companies that have a positive brand image are

often seen as attractive employers

successful brands can

can expand their presence into new markets or product lines

the brand acts as a framework for

growth, providing continuity and reliability

tangible

the physical aspects of the brand such as packaging, color, design, name and logo

intangible

the more emotional and psychological aspects of the brand such as customer service, reputation, brand loyalty, brand personality, values and overall feeling it evokes

logo

a unique visual symbol or design associated with the brand

logos help consumers

recognize and remember the brand

name

it serves as a fundamental identifier and is critical aspect of brand recognition

challenges in brand naming

unique, not taken by another company, easy to pronounce and spell, distinctive but not too abstract or confusing, grow with the company, wont limit future expansion or product offering

the brand naming process

1. naming brief

2. generating names

3. shortlisting

4. screening

5. evaluating according to strategy and goals

6. presenting

7. feedback

8. legal search

9. selecting

brand colors

contribute to brand recognition and helps establish a visual identity

brand typography

reinforces the brands visual identity

tagline/slogan

a brief and memorable phrase that encapsulates the brands essence, values or positioning

a well crafted tagline can

enhance brand recall and communicate key messages

brand imagery

the visual elements used in marketing materials, advertisements and other brand communications

brand voice/tone

includes the language, personality, and overall tone conveyed in written and spoken messages

brand personality

set of human characteristics associated with a brand

consumers attribute

human personality to brands

brand personality associations

influence consumer behavior and brand relationships

the 5 brand dimensions in the brand personality framework

sincerity, excitement, competence, sophistication and ruggedness

sincerity

down to earth, honest, wholesome and cheerful

Excitement

daring, spirited, imaginative, up to date

competence

reliable, intelligent, succesful and hard working

sophistication

upper class, charming, glamorous and feminine

ruggedness

outdoorsy, tough, masculine and western

examples of sincerity

IKEA, Heinz, Coca Cola and Johnson and Johnson

examples of excitement

red bull, nike and spotify

examples of competence

IBM and Microsoft

examples of sophistication

rolex, mercedes, tiffany and channel

examples of ruggedness

jeep, the northface, timberland and harley davidson

the dimensions in the personality framework helps brands

define their unique traits, create consistent communication, builds emotional connections with consumers, differentiates from competitors and guide design decisions

brand values

the core principles and beliefs and brand stands for

brand values guide

decision making and shape the brands identity

strong brand values should authentically, transparently and consistently reflect

your purpose, vision and values

brand purpose answers

why do you exist?

brand vision answers

what do you aspire to do? how will you achieve it?

values say

who are you? what do you believe in? how do you work?

the brand values of a brand can be related to

human rights and dignity, social and economic justice and environmental protection, restoration and regeneration

the simplicity of values

makes them easy to understand, learn, remember, and emulate solidifying the brand awareness internally and externally

brand positioning

the space a brand occupies in the mind of consumers related to its competitors

brand positioning defines

how the brand is perceived within the market

brand story

the narrative that communicates the brands story, mission and values

a compelling brand story can

engage consumers and foster sense of connection

brand architecture

the practice of expanding the brand into new product lines or categories while maintaining the integrity of the core brand

brands are not

what they say they are but what others say about them

competitive advantage

the most distinctive attribute of the brand

differentiation involves

highlighting a brands unique attributes and value proposition that sets them apart from competitors

Effective brand positioning ensures

that a brand is perceived as relevant and valuable to its target audience

relevance is how

meaningful and important a brand its to its target audience’s lives, needs and values

market differentiation helps

a brand seem different from its competitors making it easier for consumers to make choices

consumer perception

shapes how consumers perceive a brand, influencing their purchase decisions and brand loyalty

the brand positioning is mostly effectively expressed

visually through a positioning statement

a positioning statement is

like your brands elevator pitch, a clear description of the uniqueness of your product and why customers should care.

the positioning statement contains

what the brand serves, value it offers, the unique factor and the position we offer

the 4 elements of the positioning statement

describes who the target consumer is, what the service is, why you do what you do and how you fill a need in a different way compared to competitors

understanding how to position a brand effectively

in relation to competitors is crucial for success

Understanding the competitors of your brand is one of the crucial
steps to

plan and execute a successful business strategy

target market

the specific group of consumers or organizations most likely to buy your product or service

those in your target market

share common characteristics, have specific needs your product can fulfill, are likely to purchase and can be reached through marketing efforts

target audience

a specific group of people you want to reach with your message, product or service

those in your target audience

are most likely to be interested in your offering, have the means and motivations to engage, share specific characteristics and are ideal customers

the target market refers to

a wide range of people

the target audience refers to

a segmented audience

the primary intent of the target market is

to target and serve the overall market

the main goal of the target audience is

comprehending the customer persona to plan marketing and sales effort

they influence the target market

stakeholders, distributors and buyers

the final purchase decision is

dependent on the target audience

the best way to identify your target market is to

create a customer persona

customer persona

a profile of the ideal customer

competitor analysis

to identify gaps and opportunities for differentiation

tool for competitor analysis

positioning map

Analyzing competitors' positioning helps in

identifying their strengths and areas where the brand can differentiate itself

Understanding competitors' positioning reveals

opportunities for the brand to carve out a unique space in the market.

Unique Value Proposition

a concise statement that communicates the unique benefits or qualities that make a brand more appealing to its target audience.

key elements of unique value propositions

Identifying strengths, know the audience, focus on benefits and be clear and concise, memorability, authenticity, uniqueness and relevance

target audience segmentation

the process of grouping people based on characteristics

the goal of segmentation is

to allow business to deliver more personalized and targeted marketing strategies t

segmentation can lead to

increased customer satisfaction and loyalty

types of audience segmentation

demographic, psychographic, geographic and behavioral

demographic segmentation

age, gender, income, occupation and family size

psychographic segmentation

lifestyle, values, interest and personality

geographic segmentation

region, city size, population, density and climate

behavioral segmentation

usage patterns, brand interactions, and purchase decision making

process of segmentation

market research, identify segmentation variables, segmentation criteria, create segments, profiling segments, evaluate and select target segments

Market Research

Gather data on demographics, psychographics, behaviors, preferences, and
other relevant factors