Midterm — Branding Based on Presentations

Flashcards of key terms and definitions from the lecture notes.

“brand”- Old nurse word. MEANING

Brandr. It means “to burn” 

Used to identify this is my cow, sheep, or nowadays these are my designer shoes

Definition of a brand

A brand is a name, term, sign, symbol, or design, or a

-combination of them,

-intended to identify the goods and services of one seller or group of sellers and

-to differentiate them from those of competition

“brand”- Old nurse word. MEANING

Brandr. It means “to burn” 

Used to identify this is my cow, sheep, or nowadays these are my designer shoes

Definition of a brand

A brand is a name, term, sign, symbol, or design, or a

-combination of them,

-intended to identify the goods and services of one seller or group of sellers and

-to differentiate them from those of competition

Brand elements

Name, Sign / Symbol, Design, Tagline or slogan, Positioning, Brand Voice

What does Airbnb represent (identity)

Belonging, connecting, Sharing, safety, A home away from home, Be a local anywhere

Core benefit

Basic need or want that the customer satisfies when they buy the product

Values

The brand represents the company’s values or belief system

Brand Positioning

-A short statement that identifies your unique value to your clients and your promise to them

-It should set the expectation in your customer’s mind

Brand positioning

• It is about owning a unique space in the minds of your customers

• Crucial when you have a lot of competition

• Established relative to that competition

• Expresses the value of the brand for your customers and potential customers

Price

Focus on how you offer market-leading value

Quality/ Luxury

The quality of your product is more important than its price

Challenger

You take advantage of your underdog position in the market

Brand Voice

It is there every time your company speaks

Use

The way your product is used can help you find a point of differentiation, a unique audience, and memorable brand positioning

Creator

Desire: Create the perfect product/services

Goal: Innovation

Strategy: Use creativity to solve problems

Brand Message: “Be original”

Traits: Innovation, Originality, Expression, Vision, Individuality

Fears: Stagnation, Duplication, Familiarity, Disillusion, Indifference

Sage

Desire: Find the Truth

Goal: Understanding

Strategy: Seek information and knowledge

Brand Message: “The truth will set you free”

Traits: Wisdom, Intelligence, Expertise, Information, Influence

Fears: Lies, Misinformation, Ignorance, Inaccuracy, Stupidity

Caregiver

Desire: Care, Protect and nurture

Goal: Helping others

Strategy: Do things for others

Brand Message: “Treat others as yourself”

Traits: Compassion, Caring, Reassuring, Nurturing, Warm

Fears: Helplessness, Selfishness, Ingratitude, Instability, Neglect

Innocent

Desire: Love, Peace, and happiness for all

Goal: Happiness

Strategy: Do the right thing

Brand Message: “The glass is half full”

Traits: Optimistic, Charming, Honest, Loyal, simplistic

Fears: Depravity, Deceit, Complexity, Punishment, Confusion

Jester

Desire: Enjoy life and have fun

Goal: Entertainment

Strategy: Be playful, be fun

Brand Message: “If you’re not having fun you’re doing it wrong”

Traits: Playful, humorous, Positivity, Togetherness, Funny

Fears: Boredom, Negativity, Seriousness, Gloom, Misery

Magician

Desire: Turn dreams into reality

Goal: Magical Moments

Strategy: Create a unique vision and stand by it

Brand Message: “Make the impossible, possible”

Traits: Transformational, Charisma, Imaginative, Idealistic, Insightful

Fears: Repetition, Boring, Stagnation, Doubt, Ignorance

Ruler

Desire: Control

Goal: Success

Strategy: Lead and create exclusivity

Brand Message: “Power is everything”

Traits: Power, Status, Success, Wealth, Loyalty

Fears: Losing power, being undermined, rule breakers, rebels

Hero

Desire: Mastery

Goal: Improve the world through courage

Strategy: Motivate and encourage

Brand Message: “Where there’s a will there’s a way”

Traits: Bravery, Courage, Honor, Inspiration, Growth

Fears: Weakness, incapability, injustice, cowardice, incompetence

Everyman

Desire: Connection with others

Goal: Belonging

Strategy: Down-to-earth and trustworthy

Brand Message: “Live together in harmony”

Traits: Dependable, Realistic, Pragmatic, Inclusive, Equality

Fears: Exclusion, Standing out, Hostility, Isolation, Separation

Rebel

Desire: Revolution

Goal: Disruption

Strategy: Shake things up and do things differently

Brand message: “Rules are made to be broken”

Traits: Disruptive, Liberator, Confrontational, Independent, Change

Fears: Conformity, Rules, Repetition, Rigidity, Status Quo

Explorer

Desire: Freedom of discovery

Goal: Excitement and fulfillment

Strategy: Take your own path

Brand message: “Seek out new things and set yourself free”

Traits: Discovery, Adventure, Independence, Exploration, Pioneering

Fears: Aimlessness, Safety, Confinement, Short Sightedness

Lover

Desire: Connection

Goal: Intimacy

Strategy: Be desirable 

Brand Message: “Love makes the world go round”

Traits: Passionate, Sensual, Romantic, Affectionate, Indulgent

Fears: Rejection, Isolation, Loneliness, Unloved, Invisible

Pre-purchase

Points of contact with the brand BEFORE completing a purchase

• Advertising

• Public Relations

• Social media

• Website and online presence

Purchase

Points of contact with the brand THROUGHOUT the actual purchase process

• Packaging

• Welcome kit

• Environment

• Check-out, offline, and online

• Staff

Post-purchase

Points of contact with the brand AFTER completing a purchase

• Loyalty programs

• Customer service

• Product experience

• Follow-up

Brand culture

The set of values and beliefs that a company cultivates to make the brand come alive for customers

Corporate Social Responsibility (CSR)

The continuing commitment by businesses to contribute to economic development while improving the quality of life of the workforce and their families, as well as the community and society at large.

CSR

Public responsibility and private enterprise

Public Responsibility

- Private companies entering “public” areas

-Beyond traditional CSR

Strategies that firms develop to address public problems in the absence of effective governmental infrastructure or process

Owned

Online media that an organization owns and controls

Paid Media

Online media where you pay to appear

Earned

Stakeholder-generated word-of-mouth

The PARC principles of success

Participatory, Authentic, Resourceful, Credible

Disruptive marketing

Disruptive marketing is about challenging and reshaping traditional marketing practices to stand out in the industry

What connects and touches everything? GIVE THE 4

The BRAND.

Brand concept.

Brand Attributes.

Customer Journey

Products and Services

What are the definitions of brand Direct Identification

• This product is manufactured by X

• Consistent experience

• I know what to expect, decisions made easy

What are the definitions of  Identification with the brand itself:

• This brand is about X

• This brand is for people like me 

• This brand will make me feel sexy, successful, cool, rich, free…

• Brands make you feel stuff: design + experience + advertising + other people’s opinions

LINK between the BRand with the Idea

• Your brand must embody an idea

• This idea must have emotional resonance to be memorable

• The brand will help you stand out

• The brand will help you sell

• Its elements must be aligned with the big idea

Product vs brand- Give the name of the Theory

Kolter’s 5 Levels of Meaning for Products

NAME Kolter’s 5 Levels of Meaning for Products

1. Core Benefit

2. Generic Product

3. Expected Product

4. Augmented product

5. Potential product

Generic Product

Basic version made up of only those features necessary for it to function

Expected product

Additional features that the customer might expect

Augmented product

Variations or extra features to help differentiate from its competitors

Potential product

Improvements the product could have in the future

Name the Six dimensions where you can anchor a brand

1.Product benefits

2.Intangible attributes

3.Culture

4.Personality

5.User emulation

6.Values

Definition of Product benefits

You base your brand on the most attractive benefits of your offering

Definition of Intangible attributes

You associate yourself to one or more intangible attributes

Definition of Culture

A brand chooses to represent the customer’s social/cultural features

Definition of Personality

A brand adopts personality patterns of the consumers it targets

Definition of User emulation

A brand emulates its users-imitates or copies. embodies values

Definition of Values

The brand represents the company’s values or belief system

Brand equity = brands have value

A value premium that a company generates from a product with a recognizable name when compared to a generic equivalent 

Steps to create your brand positioning:

1. Who - You are targeting

2. What - Is the need you are serving

3. Why - Your audience should believe you

Positioning strategies

Price

Characteristics

Use

Quality/ Luxury

Challenger

Characteristics

Focus on one or several of your product/service features

Carl Jung (1875-1961) WHO IS HE

• A pioneer in Psychology

• Studied the structure of our mind

CARL JUNG studied Brand Archetypes

• How we perceive and classify things

• It determines how:

  We see the world

  We see others and ourselves

  We behave as persons and as consumers

• Brand archetypes → they fit into pre-shaped areas of our brain

What do brands use research for? 

• Thoughts

• Feelings

• Images

• Perceptions

• Attitudes

• Use

STUDY NAME FOR Market Research

The Mason Haire Study of 1953

The Mason Haire Study of 1953

Nestlé related to lazy

Another example of Study for Market research

The New Coke fiasco of 1985

Benefits of Brand research 

1. Take the guesswork away

2. Make informed decisions

3. Actionable insights

4. Be aware of shifts in consumer attitudes and trends

5. Shape, manage and grow your brand

Types of research

1. Qualitative

2. Quantitative

Qualitative Research

for insights

• Uncover consumer insights

• Explore opinions, experiences, attitudes

• Creative

• Multiple methods

• No statistical significance

• Non-numerical data

• Open to different interpretations

• Not scientific

Main Methods Qualitative Research

Qualitative Good or Bad Questions

Quantitative Research

for confirmation

• Objectively collect numerical information

• Use it to test a theory, to prove or disprove it

• Mathematical, statistical significance

• Allows for rapid analysis

• Limits participants' opinions and reactions

• Findings are influenced by the context

• Likely to reflect the assumptions you bring to the research

• Smaller samples may not be accurate

Quantitative research main methods:

• Survey Research

• Descriptive Research

Survey Good questions

Brand Territory:

The place a brand occupies in the minds of consumers, based on a company’s values, expectations of its customers, and communication

• To define it, brands establish distinctive communication elements or touchpoints (logo, slogan, editorial line, etc.)

• Brand territory is a key differentiating factor

• Based on the long term

• Brands must follow it over time to build a solid awareness

can be a tangible or an intangible space

What are the market’s expectations?

• Examine the competitive landscape

• Is there a place in it that your brand can claim?

• How do customers think about a certain market?

• Can you create a new space?

• Can you leverage social trends?

• Lots of research required

What is the brand’s DNA?

• What’s your brand about?

• What do you want to achieve in your market?

• What do you offer?

• What is your look & feel?

• How are you different?

How do you communicate your brand to the market?

• Visuals

• Speech: tone, words

• Communication strategy

• Relationship with customers

• Social media presence

Brand manifesto

• An emotionally charged statement

• A brand tells what their customer can expect (and can’t)

• What you stand for (and what you won’t stand for)

• They are memorable, not bland

• They feel personal

• They inspire or revolt

• They make the brand powerful and vulnerable at the same time

How do you write a manifesto?

1. Start with why

2. Paint a picture of a different world 

3. Make it your rallying cry

4. Make people (your customers) care

1. Start with why

• We are X 

• We believe in Y

• And that is why we do Z

Paint a picture of a different world 

How would you like our world to be different?

Make it your rallying cry

• Not just a piece of prose

• The anger of an activist

• The beauty of a story

• The hope of a vivid dream

• A call to action 

Make people (your customers) care

• Understand your customers

• Speak to their challenges and aspirations

• Write in a collective voice: you, we, them

Brand touchpoints

Brand touchpoints are any engagement or communication between a company and its customers.

• The brand creates touchpoints in order to deliver the best possible experience

• Some touchpoints are carefully managed by the brand, who anticipates its customers’ journey

• Others are “involuntary”

 Brand touchpoints and customer journey: a restaurant

• Social media review

• Website to see the place and make a reservation

• Restaurant entrance sign

• Interior decor

• Menu

• Uniforms

• Hospitality and service

• Post-visit survey

Why are brand touchpoints important?

• They create a good customer experience (a bad experience affects the brand’s reputation and performance)

• Increased customer loyalty and word of mouth: more sales

• Increased brand awareness and reputation

• Collect data and customer feedback

• Stand out from competitors

• Gain a competitive advantage

What does Brand Culture do?

• It shapes the actions and decisions of every member of the organization

• Impacts managers and employees alike

• Framework for relationships, communication, and performance

• Provides orientation and clarity

• Impacts productivity, employee morale, and reputation

REMEMBER THE HOW

Advantages of a strong brand culture

• Attracts the best talents 

• Better work environment

• Better employee motivation: a sense of community and purpose

• Better products and services

• More customer loyalty: shared values

How to build your brand culture

1. Start by defining (or using) your values.

2. Communicate your values to employees and customers.

3. Lead by example:

4. Empower your employees to make culture come true:

5. Take action

6. Measure and evaluate

Challenges OF CSR

• If your organisation is not a “responsible citizen,” it may lose its “legitimacy” to operate (clients, authorities, investors…)

• People are sensitive to how companies behave and punish those who don’t seem to be doing the right thing

Opportunities OF CSR

• Having the respect of the communities you operate in is good for business

• It is about doing CSR work and communicating it well

The triple bottom line of CSR

1. People

• Considers employees: fair wages, humane working conditions, “giving back” to people in the community (school, grants…)
  

2. Planet

• Considers the environment: less waste, reduced emissions, improved logistics….
  

3. Profit

• Finding ways to make a profit without being in contradiction with the other two

CSR approaches

DEFENSIVE:

CHARITABLE:

PROMOTIONAL:

STRATEGIC:

TRANSFORMATIONAL

DEFENSIVE CSR

• Ad hoc investment in social or environmental practices

• Example: you reduce your waste to avoid regulation or a fine

• Responsibility: Public Affairs team

• Primary stakeholders: shareholders and governments

CHARITABLE STAKEHOLDERS

• The organisation supports local charities or programmes

• Example: donations and sponsorships, but a limited approach

• Responsibility: Community Relations team

• Primary stakeholders: local communities
  

PROMOTIONAL CSR

• The organisation sees its CSR only as a way to enhance its reputation

• Danger: staying in the surface (supporting an environmental group while continuing to pollute a river)

• Responsibility: PR and events managers

• Primary stakeholders: the general public
  

STRATEGIC CSR

• The organisation looks for the social and environmental issues that connect with its strategy and core business operations

• Not tactical or local

• Example: fair trade practices for a coffee maker. Creates codes and management systems and reports them regularly

• Responsibility: spread across the organisation

• Primary stakeholders: the general public

TRANSFORMATIONAL CSR

• The organisation focuses its activity on the root causes of sustainability & social responsibility

• Invent business models and products to change society

• Example: Unilever Sustainable Living Plan

• Responsibility: spread across the organisation, including the brand

• Primary stakeholders: current and future generations

What are community relations?

• A specific part of a company’s CSR

• Relates to engagement with the local communities in which your company operates

• If badly managed, it can have negative consequences for your reputation

Old and new approaches to Community Relations

• Philanthropy (prior to 1980)

• Volunteer programmes (1980 - 90)

• Partnerships (1990 - Present)

Philanthropy (prior to 1980)

• Cash contributions to local charities

• They send a strong symbolic signal that the company cares about the community