Branding: LoveMarks by Lea Le for FASM 415 Non-traditional Retailing

How to test your brand?

Brand Values - Functional and Emotional Attributes

Emotional Attributes - How I feel ?

Functional Attributes - Direct functional benefits

Brand Positioning - Perceptual Map Choose 2 most important functional or emotional attributes

Have a rallying cry - Loved brands have a rallying cry. Whether it’s Apple breaking monotony or Dove helping you achieve your best self, loved brands rally their consumers around a single, powerful idea.

Inspire people - Loved brands aren’t just about selling. They aim higher. Loved brands inspire their consumers to seek more, whether it’s with a lifestyle statement (Lenovo. For Those Who Do.) or a challenge (Lexus – The Pursuit of Perfection)

Uncover the truth - Loved brands understand the truth of their consumers. They work tirelessly to find one key truth. They learn what matters most, and build their campaigns around that.

Keep some mystery - Loved brands stay interesting. And mystery is intrigue. They maintain a constantly unfolding narrative that keeps consumers and brand admirers on the edge of their seat.

Be intimate - Loved companies ask to enter your heart…not the other way around. Ritz-Carlton’s tagline switch from “Stay with us” to “Let us stay with you” is a perfect example.

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The 05 strategies

The Brand Manual Example

http://www.viktor-rolf.com/media/brand_guide/ViktorRolf_Brand_Identity_Guidelines.pdf

Co-brandingCo-branding, also called brand partnership is when two companies form an alliance to work together, creating marketing synergy. Sponsorship is co-branding?

Establish Credibility- Co-branding enables businesses to build or enhance their brand by teaming up with another respected business. Two brands coming together in unison establishes credibility because each company is able to highlight and reflect each others assets and thus strengthen their position in a given market.

Extend Reach- When two brands come together to form a co-branding partnership, they automatically are given the opportunity to gain the interest of each others market. This in turn can extend their reach and visibility to a market they may once not have had access to. With the help of co-branding, extending reach can also ultimately increase the chances of generating more sales for each brand.

Double Marketing Budget- Businesses understand that marketing products can be a costly expenditure. A huge bonus of co-branding is that the costs are split between both parties, thus doubling the marketing budget. This benefit allows for more creative ideas and opportunities to better market a product or service and therefore can potentially result in a greater ROI.

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Lehman Luxury & The Pop Diva of Vietnam From endorsement to celebrity co-branding: Personality transfer

The Pop Diva of Vietnam

Where to find me at SCAD? http://depts.scad.edu/tutoring-center-atlanta/tutoring-assistance