brand building—core concepts for all brands—workhorse to iconic
DESCRIPTION
Fundamental concepts that form the foundation of all brand-building marketing plans. Shows how a brand progresses atop the branding ladder from mere workhorse functionality to iconic brand character.TRANSCRIPT
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BRANDING BASICS 2020
Thought Powers Strategy © BanMittal 2012-2015
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Branding Basics
Iconic brand
Brand horse
Parity brand
Generic brand Niche brand
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BRANDING BASICS 2020
Thought Powers Strategy © BanMittal 2012-2015
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Co
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Brand . Brand distinction . Brand essence. Brand personality . Branding ladder . Brand character . Meaning . Denotative . Connotative . Consumer-generated Communications . Management of Trust Custodians of brand character . Cultural coolness
This presentation is a digest of the conceptual thoughts that go into brand building strategies.
About
Or should.
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BRANDING BASICS 2020
Thought Powers Strategy © BanMittal 2012-2015
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What is a Brand
All the thoughts, feelings, and
behaviors consumers have toward a name and toward the objects associated with that name
Objects: Products, persons, places, organizations, ideas
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BRANDING BASICS 2020
Thought Powers Strategy © BanMittal 2012-2015
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Brand Meaning The brand name begins with a denotative meaning. It denotes a product or service or entity.
Brand Name. A name given to a product or service or entity
Over time, as the brand “lives” its everyday life, it acquires rich layers of connotative meanings.
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BRANDING BASICS 2020
Thought Powers Strategy © BanMittal 2012-2015
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Brand Meaning
Brand Name Brand names have a denotative meaning and a connotative meaning
Simply points to or identifies a particular object
Denotative meaning
Connotative meanings
All the perceptions consumers have about that name and about the products with that name
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BRANDING BASICS 2020
Thought Powers Strategy © BanMittal 2012-2015
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Brand Meaning
Connotative Meaning All the perceptions consumers have about that name and about the products with that name
Brand Perceptions All the descriptive and evaluative characterizations of the brand as to its functionality, efficacy, status, personality, user psychographics, and cultural capital.
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BRANDING BASICS 2020
Thought Powers Strategy © BanMittal 2012-2015
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Brand Meaning
Connotative Meaning All the perceptions consumers have about that
name and about the products with that name
A brand lives its daily life in the experiences consumers have with the brand and in all the touch points the brand has with consumers.
Is acquired over time as the brand “lives” its everyday life
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BRANDING BASICS 2020
Thought Powers Strategy © BanMittal 2012-2015
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Brand Meaning
Connotative Meaning All the perceptions consumers have about the
brand -- as to its functionality, efficacy, status, personality, user psychographics, and cultural coolness.
Brand Distinction For brand success, the brand must achieve
distinction on one or more of these
elements of brand perception
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BRANDING BASICS 2020
Thought Powers Strategy © BanMittal 2012-2015
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Drivers of Brand Distinction
Functional Benefits
Quality levels on those attributes
Brand Character
Physical attributes
Brand Personality
Brand Distinction
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BRANDING BASICS 2020
Thought Powers Strategy © BanMittal 2012-2015
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Functional Benefits
Quality levels on those attributes
Brand Character
Physical attributes
Brand Personality
BRAND MANAGEMENT
is the management of Brand Distinction as to the brand’s function, quality, personality, and
character.
DRIVERS of BRAND DISTINCTION
Brand distinction Ladder
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BRANDING BASICS 2020
Thought Powers Strategy © BanMittal 2012-2015
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Functional Benefits
Quality levels on those attributes
Brand Character
Physical attributes
Brand Personality
Building Brand Distinction
Brand distinction Ladder
The Rational
The Emotional
The Rational and the Emotional Routes
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BRANDING BASICS 2020
Thought Powers Strategy © BanMittal 2012-2015
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Functional Benefits
Quality levels on those attributes
Physical attributes
Building Brand Distinction
The Rational Route
Brand Distinction (Function &
QUALITY) TRUST
Worry-free performance (Function)
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BRANDING BASICS 2020
Thought Powers Strategy © BanMittal 2012-2015
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Quality levels on those attributes
Brand Distinction (Function &
QUALITY)
Worry-free performance (Function)
TRUST
BRAND MANAGEMENT is the management
of customer Trust
as to the brand’s function, efficacy, and quality.
The Call of Duty
Functional Benefits
Physical attributes
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BRANDING BASICS 2020
Thought Powers Strategy © BanMittal 2012-2015
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Building Brand Distinction
The Emotional Route
Functional Benefits
Quality levels on those attributes
Physical attributes
Worry-free performance (Function)
TRUST
Brand Character
Brand Personality
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BRANDING BASICS 2020
Thought Powers Strategy © BanMittal 2012-2015
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Building Brand Distinction The Emotional Route
Functional Benefits
Quality levels on those attributes
Physical attributes
Worry-free performance (Function)
TRUST
Brand Character
Brand Personality
Level 1 Branding
Level 2 Branding
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BRANDING BASICS 2020
Thought Powers Strategy © BanMittal 2012-2015
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Building Brand Distinction
The Emotional Route
Functional Benefits
Quality levels on those attributes
Physical attributes
Worry-free performance (Function)
TRUST
Brand Character
Brand Personality
Level 1 Branding
Level 2 Branding
Level 2 branding presupposes Level 1 success
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BRANDING BASICS 2020
Thought Powers Strategy © BanMittal 2012-2015
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The rest of the slides (that precede the next slide) are available at my Web site www.BanMittal.com Within my Webpage, click on “CONTENTS” icon
Thank you.
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BRANDING BASICS 2020
Thought Powers Strategy © BanMittal 2012-2015
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Brand as mere Name of Your Product
Functional (physical) attributes
Quality levels on those attributes
Brand Personality
Brand Character
Define Brand
Essence
Define Brand
Distinction
Dedication of Brand designers and producers and promoters to GUARD and NURTURE the character, the dignity of the brand
M A N A G E M E N T OF
T R U S T D I S T I N C T I O N C H A R A C T E R
Brand Management calls for
Call of Duty
BRAND. All the thoughts, feelings, and behaviors consumers
have toward that name and toward the products with that name
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BRANDING BASICS 2020
Thought Powers Strategy © BanMittal 2012-2015
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Ab
ou
t th
e A
uth
or.
Banwari (‘Ban’) Mittal holds a Ph.D. in marketing and consumer psychology (University of Pittsburgh). He has taught marketing-- MBA and BA classes in consumer behavior, brand communications and marketing strategies--for more than a decade at SUNY (Buffalo), University of Miami, UNSW (Sydney), and N. Kentucky University where he currently teaches and researches. He has coauthored two books (ValueSpace, McGraw Hill, 2001) and Consumer Behavior: Human Pursuit of Happiness in the World of Goods (2012, www.mycbbook.com). His passion is researching and contemplating consumer behavior and brand communications.
Dear Reader: Thank you for taking the time to browse
this digest of my thoughts on branding.
I would love to hear your feedback. [email protected]