2 books must be included and used as sources fo

8/14/2019 2 Books MUST Be Included and Used as Sources Fo

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2 books MUST be included and used as sources fo references in this essay. Pleasemake sure you are able to get them:- Wally Ollins On Brand [Wally Ollins]- ZAG [Marty Neumeier]

*Other sources must be available and accessible in the U.K. (if not onlinesources)

The assignment:

4 seperate parts- NOT related to each other, different sources should be used.- Each part must have an individual conclusion.- Full Bibliography shown at the end of each part.

Part A: "The power of branding"- approx. 500 words- Using 2 credible sourcesCompare, analyse and evaluate their views on the power of branding.Write conclusion

Full bibliographyWally Olins sets out the ground rules for branding success in the 21st century,explaining why understanding the links between business, brand and consumer hasnever been more vital for commercial success. It will be an essential purchase foreveryone in advertising, marketing and business who needs to understand why themost successful brands in the world triumph by making insiders believe in them -and consumers buy into them

He argues that you cant characterise branding as good or evil. Just like PR, itmay serve the common good and may be unscrupulously commercial. To demonstratethis, he cites the examples of many well-known charities that have successfullyused the techniques of branding to advance their causes.

His criticism of Naomi Klein, whose No Logo has become the handbook of the anti-corporate and anti-globalization movement, is that she fails to acknowledge thefact that brands are not only manifested by corporations and commercialorganizations. They also play an increasing role in politics, nation building,sports, culture and the voluntary sector.Not only in the world of commerce, but also in the arts, sports, health,education and other areas. 'We should reward the good ones with our loyalty andpunish the bad ones by avoiding them', he says

He also refers to the many brand names that have disappeared from our high streetsin recent years. Branding may be powerful, it may be persuasive

Kit Kat doesnt answer back, doesnt get tired, isnt anxious, is always ready toperform and always tastes the same.

"Branding is everything," wrote Wally Olins, arguably the world's leadingpractitioner of corporate identity and branding, in his 2004 book Wally Olins OnBrand (his new book, Wally Olins: The Brand Handbook, is due to be published inMay). He was mainly referring to companies that focus on their ability to sell, or"seduce" customers into buying, their products and services, such as retailerslike Virgin. "In companies that seduce, the brand is the focus of corporate life,"he wrote.In Olins' view, successful businesses are made up of three strands: technical or


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craft skills, financial know-how and the ability to sell. The latter, which isalso referred to as seduction, is the main theme of the book. Later on in the bookhe renames seduction skills 'branding skills'.A side effect of extending beyond the company's core competencies is that it canresult in a change of perception and direction for the brand. Caterpillar'ssuccessful vault from heavy machinery to the fashion business took off in 1994with retail sales of around US$ 1 billion worldwide. "What is happening,"according to brand guru Wally Olins. "is much more than product extension. It's

attitude extension... Caterpillar brand extension doesn't have much to do with theproducts the company makes; it's to do with the attributes that the Cat brand isseen to possess worldwide. It's about attitude" (Wally Olins, On Brand p 93).

how service brands need to be managed, brands in the global arena, why brands areimportant to employees and can help them bond, the projection of nationalinheritance and the nation itself as a brand.For example, Chapter 6 deals with the internal importance of brands (incompanies), which concerns 'bonding as much as branding'. It does not provide ananswer to the question, however, of how to bind employees to a brand when there isa trend that bonding in organizations is getting looser.

Part B: "Global branding"- approx. 500 words- Using (Wally Ollins On Brand) book + 2 other credible sourcesCompare, analyse and evaluate the different views.Write conclusionFull bibliographyCorporations now aim to cover an entire spectrum of niche markets, and to createthe maximum number of permutations out of the minimum number of parts (Olins2004: 41). And as a result of these changes, brands [have] migrated fromhousehold products to retail to service to corporations themselves, and the media[have] migrated with them so that now brands have become -- whether we like it ornot -- part of the very air we breathe (63).By contrast, call centres are staffed by people, not ice cream. As a

consequence, consultants and corporate communicators are learning the often pre-eminent importance of internal communications and change management.

n the book Wally Olins on Brand, brand consultant Wally Olins plots the rise ofthe so-called "fantasy" national brand against the decline of brands with aheritage that is rooted in history and place. Yet delve a little deeper and itquickly becomes apparent that the cut-off that divides spoofs from the genuinearticle is far from precise.

'Reputation is a more attractive and wholesome sounding word than branding ... Ithink it is not unlikely that some brand managers of the next generation or twolooking after universities, not-for-profits and similar institutions which rejectan overt commercial emphasis will call themselves ''reputation managers'' or

something similar' (p. 209). At this point, he could have compared branding withreputation management, as described in, for instancePart C: "Brand Naming"- approx. 500 words- Using (ZAG) book + 2 other credible sourcesCompare and analyse and evaluate.Write conclusionFull bibliographyFromStephanie DutchenA strong name is:


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1. Differentiated. It should stand out from competitors names, as well as fromother words in a sentence. This is sometimes called speech-stream visibility,the quality that lets the eye or the ear pick out the name as a proper (orcapitalized) word instead of a common word.

2. Brief. Four syllables or less. More than four, and people start to abbreviatethe name in ways that could be detrimental to the brand.

3. Appropriate. But not so descriptive as to sound generic. A common mistake is tochoose a name that doubles as a descriptor, which will cause it to converge withother descriptive names. Actually, a strong brand name can be blind, meaningthat it gives no clue as to its connection with the product, service, or companyit represents, yet still feels appropriate.

4. Easy to spell. When you turn your name into a spelling contest, you introducemore confusion among customers, and make your brand difficult to access indatabases that require correct spelling.

5. Satisfying to pronounce. A good name has mouthfeel, meaning that people likethe way it sounds and are therefore more willing to use it.

6. Suitable for brandplay. The best names have creative legsthey readily lendthemselves to great storytelling, graphics, PR, advertising, and othercommunications.

7. Legally defensible. The patent office wants to make sure that customers are notconfused by sound-alike names or look-alike trademarks. A good name is one thatkeeps legal fees to a minimum.

Branding is so crucial to the success of a new drug that pharmaceutical companiesspend years and anywhere from $250,000 to $2.5 million just to come up with amedicines name. Sometimes a name is submitted for approval and banked before aproduct even exists to attach it to. Drug companies and the branding agencies they

hire strive to create a name that consumers will find inspiring, comforting,authoritative, fast-acting, or personableViagra suggests vigor and virility and evokes the forceful flow of Niagara Falls.Zyrtec and Nexium feature fricatives that imply speed and advanced technology.Lipitor capitalizes on the word lipids, and the softness of Sarafem reassureswomen looking for premenstrual relief.

Alvidrez, J et al 2001, NOKIA Its tough being #1http://bwrc.eecs.berkeley.edu/People/Grad_Students/rcshah/documents/Nokia_Report.pdfbrandingasia.com, Nokia - Building A Powerful Technology Brandhttp://www.brandingasia.com/cases/nokia.htm

american.edu, From Finland to NokiaLandhttp://www1.american.edu/TED/nokia.htm

Olins, W 2004, On Brand, Thames & Hudson, London.Dutchen, S, A Drug By Any Other Name,http://scopeweb.mit.edu/?p=262livestrong.com, What makes a good radio station name?http://www.livestrong.com/health-article/what-makes-a-good-radio-station-name_cd7bb5f2-e95b-fb42-4e87-00f3f48c28eb/


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Neumeier, M 2006, Zak, Peachpit Press, London.

The Number One Strategy of High-Performance BrandsIn 1989, Matti Alahuhta developed a new strategy for Nokia that focused on threekey points:the development of a product with global appealnimble movement to sell it internationallymost importantly, a commitment to learning what consumers want, without

consideration of the limits of existing technology

former Member of Nokias Executive Boar

Part D: "About Nokia"- no strict word limit- Using online sources- 360 degrees analysisNokia's brief history (brand),Nokia Group the Finland-based manufacturer of mobile phones, has been steadilyworking on its corporate brand name and the management of consumer perceptionsover the last few years. Its efforts have paid off, because it is now the number

one brand in many markets around the world, effectively dislodging Motorola fromthat position. The brand has been built using the principles described above, andhas been consistently well managed across all markets. Nokia has succeeded inlending personality to its products, without even giving them names. In otherwords, it has not created any sub-brands but has concentrated on the corporatebrand, giving individual products a generic brand personality. Only numericdescriptors are used for the products, which do not even appear on the productthemselves. Such is the strength of the corporate brand.current state,

marketing strategy,increasingly commoditized Nokia has thus far managed to establish a powerfulbrand that has been widely recognized as the key to its recent successes. It has

been ranked asthe worlds fifth most valuable brand, following Coca-Cola, Microsoft, IBM, andIntel7 . TheNokia brand is an asset that has been carefully cultivated during the past tenyears, throughoutwhich the company has managed to predict and satisfy consumers needs andpreferences aheadthe competition.Frank Nuovo, head of Nokias worldwide design team, led Nokia to design phonesthat offered customizable rings, elliptical designs, and custom faceplates 8 .features may appear trivial or obvious in hindsight, Nokia continued to gainmarket share bypaying attention to the details that worked to enhance ease of use and

customizable preferences.The insight that the handset could be a stylish fashion accessory, rather thanmerely acommunication tool, allowed Nokia to lead the trends and direction of the entirehandsetIn addition to a superior design effort, Nokia assembled a diverse team toresearch howconsumers can use its phones. The team consisted of engineers, graphic designers,sociologists,psychologists, and even a theatre director. While theyve designed similar, easilyrecognized


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handsets, Nokia has successfully segmented the market to targe t specificdemographic groups.For example, in the year 2000, different phones were marketed to appeal to therugged user,the sophisticated user, and the youth market, among others.

company differentiate (Unique points)

With all these product innovations, designed to satisfy customer preferences,Nokia hasreinforced its brand image of providing cutting-edge communications technology.Analysts havepositively characterized the company by describing it as young, sexy,sophisticated, hip andgenerally with it. 8 Alternatively, theyve compared Ericsson as an austere,conservative,middle-aged Swedish engineer, which supports the widely held belief thatEricssons handsetsare unfashionable. Since Motorola lethargically moved from analog to digitalphones, Nokiawas able to overtake them as the leader in the handset market by 1998.

Subsequently, Nokialeveraged its superior marketing strategies and powerful brand to avoid the pricewars that haverecently afflicted its key competitors9 .More quantitatively, Nokia's brand is nowthe 11th powerful brand in the world, and some marketing speliasist have somewhatsarcastically recommended that maybe Finland should try to somehow link up withthe brandname of Nokia to improve the brandname of the country of Finland

Full bibliography

2 books must be included and used as sources fo

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