brand frameworks
DESCRIPTION
Research, particularly academic, into Branding, Design, and Business, often seeks to identify common issues of practice within identified subject areas and create frameworks or models, which will help practitioners within business organisations to operate more effectively. In building case studies through a speculative comparison of two B2C brands; Lego and Unilever, such brand models are applied here to examine why each company has found it necessary to adopt changes to their strategy to incur different relationships with their customers.TRANSCRIPT
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BrandSuccess
©JamesBarber
"Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand.“
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
![Page 2: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/2.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
![Page 3: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/3.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
![Page 4: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/4.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarberKevin Robers, The Lovemarks Effect
PERFORMANCE
innovationqualityserviceidentityvalue
TRUST
reliabilityeaseopennesssecurity
REPUTATION
leadershiphonestyresponsibilityHIĆFDF\
5(63(&7
/29(
MYSTERY
great storiespast,present & futuretaps into dreamsmyths & iconsinspiration
SENSUALITY
soundsighttastetouchscent
INTIMACY
commitmentempathypassion
BRANDS
Low Love
High Respect
Products
Low Love
Low Respect
LOVEMARKS
High Love
High Respect
FADS
High Love
Low Respect
RESPECT
LOVE
![Page 5: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/5.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarberKevin Robers, The Lovemarks Effect
PERFORMANCE
innovationqualityserviceidentityvalue
TRUST
reliabilityeaseopennesssecurity
REPUTATION
leadershiphonestyresponsibilityHIĆFDF\
5(63(&7
/29(
MYSTERY
great storiespast,present & futuretaps into dreamsmyths & iconsinspiration
SENSUALITY
soundsighttastetouchscent
INTIMACY
commitmentempathypassion
BRANDS
Low Love
High Respect
Products
Low Love
Low Respect
LOVEMARKS
High Love
High Respect
FADS
High Love
Low Respect
RESPECT
LOVE
...creating affection...
![Page 6: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/6.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarberKevin Robers, The Lovemarks Effect
PERFORMANCE
innovationqualityserviceidentityvalue
TRUST
reliabilityeaseopennesssecurity
REPUTATION
leadershiphonestyresponsibilityHIĆFDF\
5(63(&7
/29(
MYSTERY
great storiespast,present & futuretaps into dreamsmyths & iconsinspiration
SENSUALITY
soundsighttastetouchscent
INTIMACY
commitmentempathypassion
BRANDS
Low Love
High Respect
Products
Low Love
Low Respect
LOVEMARKS
High Love
High Respect
FADS
High Love
Low Respect
RESPECT
LOVE
...creating affection...
![Page 7: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/7.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarberKevin Robers, The Lovemarks Effect
PERFORMANCE
innovationqualityserviceidentityvalue
TRUST
reliabilityeaseopennesssecurity
REPUTATION
leadershiphonestyresponsibilityHIĆFDF\
5(63(&7
/29(
MYSTERY
great storiespast,present & futuretaps into dreamsmyths & iconsinspiration
SENSUALITY
soundsighttastetouchscent
INTIMACY
commitmentempathypassion
BRANDS
Low Love
High Respect
Products
Low Love
Low Respect
LOVEMARKS
High Love
High Respect
FADS
High Love
Low Respect
RESPECT
LOVE
...creating affection...
![Page 8: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/8.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber4D Branding, Thomas Gadd, 2001
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brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
Perceived benefit of product or service.
FUNC
TIONA
L
4D Branding, Thomas Gadd, 2001
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brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
The ability to create insight or guidance for the individual.
MENTAL
Perceived benefit of product or service.
FUNC
TIONA
L
4D Branding, Thomas Gadd, 2001
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brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
The ability to create insight or guidance for the individual.
MENTAL
Perception of responsibility in your industry, society, locally, or globally.
SPIRITUAL
Perceived benefit of product or service.
FUNC
TIONA
L
4D Branding, Thomas Gadd, 2001
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brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
The ability to create insight or guidance for the individual.
MENTAL
The ability to create a social context for a
group.
SOCIAL
Perception of responsibility in your industry, society, locally, or globally.
SPIRITUAL
Perceived benefit of product or service.
FUNC
TIONA
L
4D Branding, Thomas Gadd, 2001
![Page 13: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/13.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
The ability to create insight or guidance for the individual.
MENTAL
The ability to create a social context for a
group.
SOCIAL
Perception of responsibility in your industry, society, locally, or globally.
SPIRITUAL
Perceived benefit of product or service.
FUNC
TIONA
L
4D Branding, Thomas Gadd, 2001
Brand must deliver on all 4 dimensions.
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brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
Success story?
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brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
‘Whenever you encounter Virgin, it’s cheaper, better quality and a much nicer atmosphere’
‘I appreciate Virgin’s commitment to challenge big and oblivious corporations’
SPIRITUAL DIMENSION
FUNCTIONAL DIMENSION
SOCIAL DIMENSION MENTAL DIMENSION‘I like Virgin, they’re like a great friend. We share values, attitudes towards life and like to have fun’
‘Virgin makes me feel good. When I’m on that plane it feels mentally relaxing’
Success story?
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brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
PERFORMANCE
innovationqualityserviceidentityvalue
TRUST
reliabilityeaseopennesssecurity
REPUTATION
leadershiphonestyresponsibilityHIĆFDF\
5(63(&7
/29(
MYSTERY
great storiespast,present & futuretaps into dreamsmyths & iconsinspiration
SENSUALITY
soundsighttastetouchscent
INTIMACY
commitmentempathypassion
HOT
WAR
MCO
LD
HOT
WAR
MCO
LD
![Page 17: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/17.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
PERFORMANCE
innovationqualityserviceidentityvalue
TRUST
reliabilityeaseopennesssecurity
REPUTATION
leadershiphonestyresponsibilityHIĆFDF\
5(63(&7
/29(
MYSTERY
great storiespast,present & futuretaps into dreamsmyths & iconsinspiration
SENSUALITY
soundsighttastetouchscent
INTIMACY
commitmentempathypassion
HOT
WAR
MCO
LD
HOT
WAR
MCO
LD
![Page 18: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/18.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
![Page 19: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/19.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber “PERFORMANCE
innovationqualityserviceidentityvalue
TRUST
reliabilityeaseopennesssecurity
REPUTATION
leadershiphonestyresponsibilityHIĆFDF\
MYSTERY
great storiespast,present & futuretaps into dreamsmyths & iconsinspiration
SENSUALITY
soundsighttastetouchscent
INTIMACY
commitmentempathypassion
HOT
WAR
MCO
LD
HOT
WAR
MCO
LD5(63(&7
/29( They were so successful for so
long, they didn't have to question their marketing or product development ability. Jon Salisbury, Toy News, 2004
“Announced $200US million loss - its biggest ever - with sales falling by more than a quarter.
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brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
BRANDIDENTITYTRAPS
Brand Identity Trap, David Aaker, 2004
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brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
BRANDIDENTITYTRAPS
Brand Identity Trap, David Aaker, 2004
Brand ImageTrap
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brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
BRANDIDENTITYTRAPS
Brand Identity Trap, David Aaker, 2004
Brand ImageTrap
ExternalPerspective Trap
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brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
BRANDIDENTITYTRAPS
Brand Identity Trap, David Aaker, 2004
Brand ImageTrap
ExternalPerspective Trap
Brand PositionTrap
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brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
BRANDIDENTITYTRAPS
Brand Identity Trap, David Aaker, 2004
Brand ImageTrap
ExternalPerspective Trap
Brand PositionTrap
Product AttributeFixation Trap
![Page 25: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/25.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
BRANDIDENTITYTRAPS
Product AttributeFixation Trap
![Page 26: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/26.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
BRANDIDENTITYTRAPS
Product AttributeFixation Trap
![Page 27: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/27.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
BRANDIDENTITYTRAPS
Product AttributeFixation Trap
Reduce a brands ability to respond to changing market.
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brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
BRANDIDENTITYTRAPS
Product AttributeFixation Trap
Reduce a brands ability to respond to changing market.
![Page 29: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/29.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
KGOY: Kids Getting Older Younger
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brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
KGOY: Kids Getting Older Younger
Love of the LEGO brand irrelevant?
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brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
KGOY: Kids Getting Older Younger
My father made another brand an offer they couldn’t refuse.
Love of the LEGO brand irrelevant?
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brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
SO.... WHAT DOES THIS TELL US?" "
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brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
SO.... WHAT DOES THIS TELL US?" "Emotional framework = 20% to 200% higher
prices + greater sales volume = ?
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brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
BrandValue
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brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
BrandValue
shifts in market trends?
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brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
BrandValue
shifts in market trends?
realign brand identity?
![Page 37: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/37.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
BrandValue
shifts in market trends?
realign brand identity?promote the brand internally?
BRANDIDENTITYTRAPS
![Page 38: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/38.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
BrandValue
BrandVitality
BrandStature
Relevance
Diffrentiation
Esteem
Knowledge
Relevance
an intimate understanding of the brand
how well regarded thebrand is
how approproate the brand is to you
the brand’s point ofdifference
Brand Asset Valuator (Y&R)
THE FOUR PILLARS
EnergisedDifferentiation
Relevance Esteem Knowledge
BrandValue
shifts in market trends?
realign brand identity?promote the brand internally?
BRANDIDENTITYTRAPS
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brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
2001 2011
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brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
2001 2011
![Page 41: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/41.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
2001 2011
![Page 42: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/42.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
![Page 43: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/43.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
overlap in market
segments
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brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
![Page 45: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/45.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
emotional frameworks?
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brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
ASYL: AdultsStaying YoungerLonger
emotional frameworks?
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brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
![Page 48: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/48.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
KGOY
ASYL
![Page 49: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/49.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
PERFORMANCE
innovationqualityserviceidentityvalue
TRUST
reliabilityeaseopennesssecurity
REPUTATION
leadershiphonestyresponsibilityHIĆFDF\
MYSTERY
great storiespast,present & futuretaps into dreamsmyths & iconsinspiration
SENSUALITY
soundsighttastetouchscent
INTIMACY
commitmentempathypassion
HOT
WAR
MCO
LD
HOT
WAR
MCO
LD
5(63(&7
/29(
![Page 50: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/50.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
PERFORMANCE
innovationqualityserviceidentityvalue
TRUST
reliabilityeaseopennesssecurity
REPUTATION
leadershiphonestyresponsibilityHIĆFDF\
MYSTERY
great storiespast,present & futuretaps into dreamsmyths & iconsinspiration
SENSUALITY
soundsighttastetouchscent
INTIMACY
commitmentempathypassion
HOT
WAR
MCO
LD
HOT
WAR
MCO
LD
5(63(&7
/29(
THE FOUR PILLARS
EnergisedDifferentiation
Relevance Esteem Knowledge
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brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
“Unilever’s world outlook, organisation and commercial relationships are all based on distinctive and separate brands, and have been for more than a century.” Wally Olins, 2003
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brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
“Unilever’s world outlook, organisation and commercial relationships are all based on distinctive and separate brands, and have been for more than a century.” Wally Olins, 2003
house of brands?
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brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
“Unilever’s world outlook, organisation and commercial relationships are all based on distinctive and separate brands, and have been for more than a century.” Wally Olins, 2003
house of brands?
branded house?
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brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
THE FOUR PILLARS
EnergisedDifferentiation
Relevance Esteem Knowledge
BRAND STRENGTH BRAND STATURE
+ +
![Page 55: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/55.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
THE FOUR PILLARS
EnergisedDifferentiation
Relevance Esteem Knowledge
BRAND STRENGTH BRAND STATURE
+ +
![Page 56: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/56.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
THE FOUR PILLARS
EnergisedDifferentiation
Relevance Esteem Knowledge
BRAND STRENGTH BRAND STATURE
+ +
![Page 57: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/57.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
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Kapferer’s Brand Model
Culture = Europe / USA Self attitude vs. Everyone
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brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
in conclusion
![Page 79: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/79.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
in conclusion
![Page 80: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/80.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
in conclusionCan ‘Love’ be Quantified?
![Page 81: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/81.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
![Page 82: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/82.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
![Page 83: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/83.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
![Page 84: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/84.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
![Page 85: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/85.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
![Page 86: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/86.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
![Page 87: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/87.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
...focus on key component...
![Page 88: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/88.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
...focus on key component...
...address certain types of brands...
![Page 89: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/89.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
...focus on key component...
...address certain types of brands...
...built from research generated ideas...
![Page 90: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/90.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
...focus on key component...
...address certain types of brands...
...built from research generated ideas...
...business anecdotal positions...
![Page 91: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/91.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
...focus on key component...
...address certain types of brands...
...built from research generated ideas...
...linked to existing systems...
...business anecdotal positions...
![Page 92: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/92.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
...focus on key component...
...address certain types of brands...
...built from research generated ideas...
...linked to existing systems...
...selection and combination...
...business anecdotal positions...
![Page 93: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/93.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
...focus on key component...
...address certain types of brands...
...built from research generated ideas...
...linked to existing systems...
...selection and combination...
...business anecdotal positions...
![Page 94: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/94.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber
““Brand frameworks are simply tools: they are
necessary for decentralised decision making...they
must also stimulate creative ideas: they are a spring- board for brand activation.
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brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber ““THANK YOUQUESTIONS ARE MOST WELCOME
Branding is, not concerned with sales, money, turnover or profits. Branding is only ever about people, purpose and reputation. The principle of this approach is that if all elements are considered, the issue of sales and profits will inevitably follow. - Me, 2012
![Page 96: Brand Frameworks](https://reader036.vdocuments.us/reader036/viewer/2022081716/545490aeaf79595e4f8b8b32/html5/thumbnails/96.jpg)
brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS
BrandSuccess
©JamesBarber ““THANK YOUQUESTIONS ARE MOST WELCOME
Branding is, not concerned with sales, money, turnover or profits. Branding is only ever about people, purpose and reputation. The principle of this approach is that if all elements are considered, the issue of sales and profits will inevitably follow. - Me, 2012
Do you agree..?