branding for startups - manuel nery€¦ · in other words, it is the "inside-out"...
TRANSCRIPT
BrandingforStartupsUNAVE
24APR18Aveiro
Welcome
ManuelNeryMultidisciplinarydesignerwithexperienceinmarketingandimplementationofinformationtechnologies,specialisedintheareasofhighereducationandentrepreneurship.
Today…
1. AdvantagesofBrandingforStartups2. Identifythepersonalityofyourbrand3. Brandorigin4. ElementstobuildabrandBreak5. Buildabrandinastructuredway6. Growyourbrandcommunity7. Toolstolaunchyourbrand8. Organisationarchitectureofthebrand(s)9. ExtensionsofthebrandtogrowyourbusinessQ&A
Werelatetobrandsinthesamewaythatwerelatetoourfriends.
1. AdvantagesofBrandingforStartups
1.1.KnowledgeandPerceptionInitialperception(hiddenbrand)
Finalperception(visiblebrand)
Source:Keller2003
1.2.EmotionalConnections
“Intheend,brandisallaboutculture.Aspricesfallforvirtuallyallcommoditised,manufacturedgoods,therealcompetitionwillbewiningtheheartsandmindsofconsumers”
Source:BusinessWeek,2004,p.64inSteenkamp,2014
• Nuclearproduct• (prominence)
• FunctionalAttributes• (performance)
• Symbolic• (brandattributes)
1.3.BrandcomponentsI
Source:Keller,2003,p.14
1.3.BrandcomponentsII
Source:Keller,2003,p.4
"Abrand,therefore,isaProduct-whichalsohasdimensionsthatdifferentiateitfromotherproductsdesignedtosatisfythesameneed(competition)"
Thedifferencescanbe:Rationalandtangible-relatedtoproductperformanceSymbolic,emotional,intangible-relatedtowhatthebrandrepresents
Whatdistinguishesabrandfromacommoditygivesitequity-thetotalsumofconsumerperceptionsandfeelingsabouthowitperforms.
1.4.Productlevels
Source:P.Kotler
PotencialProduct
AugmentedProduct
ExpectedProduct
GenericProduct
CoreBenefit
1.5.Branddefinitions
”Abrandisaname,term,sign,symbol,ordesignwhichisintendedtoidentifythegoodsorservicesofonesellerorgroupofsellersandtodifferentiatethemfromthoseofcompetitors”(AmericanMarketingAssociation)
“Brandsareproductsandservicesthathaveaddedvalue...bothmanagersandcustomersareinvolvedinthebrandingprocess”(Kotler&Keller,2006)
“Brandingisendowingproductsandserviceswiththepowerofabrand”(Kotler&Keller,2015)
1.6.Equationofthebrandvalue
Consumerbenefits
Costsfortheconsumer
Tangibleandintangiblebenefits
Totalcostofownership
1.7.Whycreateabrand
Company• Legalmeansofexclusiveprotectionofresources
• Qualitylevelsignforsatisfiedcustomers
• Meansofendowingproductswithexclusiveassociations
• Sourceofcompetitiveadvantagethatresultsinasourceoffinancialreturn
Client
• Promise,bondorpactwiththemanufactureroftheproduct• Qualitysign• Reducedriskandreducedresearch• Symbolicproduct
Source:KellerKL(2013)
1.8.BrandAwareness
RecognitionTheabilityofconsumerstoconfirmpre-brandexposurewhengivenarelevantclue.
=Safety
Recall
Itrelatestotheabilityofconsumerstoretrievememorybranddetails-anembeddedpreference.
Haveabreak=
Source:KellerKL(2013)
Yourbrandshouldbemorethanyou...stepawayofyourselfandthinkabouthowyouwantthecustomerstotalkaboutyourbrand.
2. Identifythepersonalityofyourbrand
2.1.Futureproof
Source:KellerKL(2013)
Whereandhowyouwanttobein5years?
2.2.Metaphors
Source:KellerKL(2013)
Ifyourbusinesswasa_____________________,whatwoulditbe?
Animal?Color?
Celebrity?Car?
2.3.BrandPersonalityI
Source:www.brandchannel.com
Theattributionofhumanpersonalitytraitstoabrandasawayofachievingdifferentiation.Usuallydonethroughlong-termactions"abovetheline"ofadvertisingandpackagingandappropriategraphics.
Thesetraitsinformthebehaviourofthebrandthroughcommunicationandthepeoplewhorepresentthebrand-itsemployees.
2.3.BrandPersonalityII
Head(rationalvalues)
Themosttangibleaspectsofthebrand.Offerofspecificproductsandtheirfeaturesandfunctionalities
Heart(emotionalvalues)
Usuallymoreintangibleaspectsofthebrand.Theemotionalsellingpoint.E.g:fun,adventurous,young,...
2.4.PersonalityDimensionsIII
Source:J.Aaker(1997)
Source:J.Aaker(1997)
Source:J.Aaker(1997)
2.5.PersonalityVSLocalI
2.5.PersonalityVSLocalII
Source:MillwardBrown(2012)
Source:MillwardBrown(2012)
"Everyinteractioninanyform,isbranding"
3. Brandorigin
Source:SethGodin
3.1.GEOinbrandstrategy
Source:J.Aaker(1997)
GlobalBrand
ForeignBrand
LocalBrand
GlobalBrand:Ithasthesamenameand,insomecases,asimilarimageandpositioningaroundtheworld.Adaptationversusstandardisation.
ForeignBrand:Useyourforeigncountryoforigintohelpdifferentiateyourbrand
LocalBrand:Echoesinyourdomesticmarket
3.2.Country/CultureofOriginEffect
• Everyplacehascertainimagesinpeople'sminds.
• Placeassociationscaninfluenceperceptionsoffunctionalandsymbolicattributesoftheproduct
• TheCCO*effectmayplayaroleindifferentiatingabrand.
• CCO*effectcanincludethefollowingkeyelements:
• Countryofmanufacture
• Countryofdesign
• Traditionofthebrandorcultureoforiginofthebrand
Source:Pharr(2005)*CCO–Country/CultureofOrigin
3.3.PositioningusingCCO*
*PCO–País/CulturadeOrigem
• Nameofthebrand,identifyingtheplace• Localvisualimages• Ownlanguagesuggestions• Effect"Madein"• Localpublicrelationscustoms,uniqueandauthentic
HistoryThestoryhowismade
Brandhistory
3.4.HowtousetheCCO*effect
*CCO–Country/CultureofOrigin
BrandNarrative
”Designisthesilentambassadorofyourbrand"
4. Elementstobuildabrand
Source:PaulRand
4.1.Defineandestablishbrandvalues
Source:KellerK.(2013)
PrimaryBrand
associations
Brainstormofabstractassociations(attributesandbenefits)thatcategorizethe5mostimportantaspectsofthebrand
BrandMantra
3to5wordsthatrepresenttheessenceofthebrand.Youneedtoconsider:Communicate-definecategorySimplify-memorable,conciseanddynamicInspiring-Meaningtocustomersandemployees
BRANDELEMENTS
Naming
URLs
Website
Logos&Symbols
Colors
Tipography
Slogans
Uniforms
Spaces
Packing
Jingles
Mascots
ToneMessage
4.2.BrandElements
4.3.SelectioncriteriaCriteria Description
Memorable Easilyrecognizableandremembered
Kind Visually
Remarkable Brandacrossborders
Adaptable Aretheelementseasilyupdated?
Canbeprotected Legalandcompetitivesense-verifylegality
Transferable Possibilityofcategorychange/extension
Available BrandregistrationandURLdomains
Source:KellerK.(2013)
4.4.BrandAwareness
Awareness
Values
Considerations
FeelingsImages
Experiences
4.5.Tools
• BrandElementsOverview–Downloadhere.• CorporateBrandBriefing–Downloadhere.Source:MischievousMarketing
Abrandisthesetofexpectations,memories,storiesandrelationshipsthat,takentogether,accountforaconsumer'sdecisiontochooseoneproductorserviceoveranother. SethGodin
5.Buildabrandinastructuredway
BrandStrengthFutureValue
Differentiation-thedegreetowhichthebrandisviewedasdifferentfromothers.Relevance-Therangeofattractionofbrands.
BrandStatusCurrentPerformance
Estimate-Thebrandisconsideredandrespected.Notoriety-Leveloffamiliarity/intimacythatconsumershavewiththebrand.
5.1.Brandpillars
Source:www.yr.com/bav
5.2.BrandPowerGrid
Niche/Curiosity
Leadership
MassMarket
New/Scattered Fatigue/Commodity
Bran
dStrength/FutureVa
lue
BrandStatus/CurrentPerformance
Source:www.yr.com/bav
5.3.CBBEModel
Source:Keller,2003,p.14
Model“Customer-BasedBrandEquity”4StepstoBuildingaBrand:
1. Whoareyou?(BrandIdentity)2. Whatareyou?(Brandknowledge&meaning)3. Whataboutyou?(BrandResponse)4. Whataboutyouandme?(Consumerbrand
relationship)
AdaptedfromtheKellerCBBEmodel,1993,byMischievousMarketing
5.3.1.BrandIdentity(Salience)"Auniquesetofbrandassociationsthatabrandstrategistaspirestocreateormaintain.Theseassociationsrepresentwhatthebrandstandsforandimplyapromisetocustomersfromtheorganisationmembers.Brandidentityshouldhelpestablisharelationshipbetweenthebrandandthecustomerbygeneratingavaluepropositioninvolvingfunctional,emotionalorself-expressivebenefits"(Aaker,D.1995)
Inotherwords,itisthe"inside-out"elementofthebrandequity(howthecompanywantstobeperceived).
Inderivingbrandidentity,Aaker(1995)recommendsconsideringabrandasaperson,asymbol,aproduct,anorganisation.
5.3.2.BrandMeaning
AdaptedfromtheKellerCBBEmodel,1993,byMischievousMarketing
5.3.3.BrandResponse
AdaptedfromtheKellerCBBEmodel,1993,byMischievousMarketing
5.3.4.BrandResonance
AdaptedfromtheKellerCBBEmodel,1993,byMischievousMarketing
5.3.5.Challenge
Source:MischievousMarketing
Buildloyaltyandpromoteengagementwithyourcustomers.
6.Growyourbrandcommunity
Photocred
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nathanRolande
onVisualHu
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BY
6.1.Mainaxes
Feedback
Advocacy(WOM)Support
6.2.Brandcommunities
Consumersestablishrelationshipsnotonlywithbrandsbutalsowithothernetworkofconsumerswhousetheseparticularbrands,calledbrandcommunities(McAlexander2002,MunizandO'Guinn2001).
Brandcommunityisdefinedasaspecialized,non-geographicallyboundcommunity,basedonastructuredsetofsocialrelationshipamongadmirersofabrand(MunizandO'Guinn2001).
6.2.Anti-brandcommunities
Theoppositeofabrandcommunityisananti-brandcommunity.Inthesamewaythatbrandcommunitiesareformingaroundcommonlyusedbrands,anti-brandcommunitiesareformingaroundcommonaversionstowardbrands.Antibrandcommunitiesemergefromagroupofconsumerswhoopposeandboycottorprotesttocertainbrandsasaresultofincreasingconsumerpowers.(Kucuk2008)
6.3.RelatedRolesBrandActivists
Individualsorgroupsthatgatheraroundacauserelatedtothebrand.Theyareadvocatesofwhatthebrandstandsfor.
BrandTerrorist
Individualsorgroupswhosepurposeismalicious,whosepurposeistoharmonebrand(s).Theymaybepastcustomersorevenemployeesorformeremployeeswhofeelharmed.
6.4.BrandIntegrity(case)
6.5.Buildingthebrandcommunity
AdaptedfromtheKellerCBBEmodel,1993,byMischievousMarketing
6.6.Checklist
Reviewthefinalstep"BrandResonanceinthe"BrandBuildingWorkbook">>>
Behaviouralloyalty-Customerswhohaveboughtrepeatedly.Checkyourpurchasefrequencyandunderstandyourcustomer's"customerjourney".
Attitudinalattachment-Whatcustomersarereceivingandhowtheyarereceiving=totalcustomerexperience.Becomeirresistibleasitisapleasuretoestablisharelationshipwithyourbrand.
Senseofcommunity-communitybuildingactivitiesandevents,createsenseofbelonging.Basethisonagoodunderstandingofwhatyourcustomerswouldliketogetfromyourbrand.
Activeengagement-yourbrandispartofthelivesofyourcustomers,evenwhentheyarenotbuyingyouproducts/services.Itisespeciallyevidentinsocialnetworkingcircles.Youcanfostera"committeeofambassadors"oragroupofclientsthatcancontributetotheguidanceofyourorganisation!-eg:Co-creation.
Youmustliveinthepresent,launchyourselfoneverywave,findyoureternityineachmoment. HenryDavidThoreau
7.Toolstolaunchyourbrand
7.1.Buildbrandvalue
Brandevaluationlevel BrandAttributes Consumerbenefits
EmotionalimageSymbolicmeaning
PersonalityReinforcement
Socialsignificanceofthebrand
ExperienceSecurechoice
Functionalperformance KeeppromisesEasychoiceAssurance
ReplicableSatisfaction
7.2.FutureProof
Whoisyourbrand?
Downloadandfillintheworksheet>
7.3.ClientsWhoisyouridealclient?
Downloadandfillintheworksheet>
7.4.Tools/MediaConventional
• Sales-orientedpromotionalcontent
• Stereotypedimages
• Productaboutthebrand
• Communicationformasses
• BusinessCard
• Brochures
• Flyers
• Adverts
• Socialnetworks
• Website
• ....
Disruptive
• Information-orientedcontentfortherelationship
• Realimages,withnaturalness
• Brandabouttheproduct
• Communicationforniches
• Storytelling
• e-card
• e-Books(interactive)
• Events,Talks,Coffee-breaks...
• Co-creationwithcustomers,suppliers,...
• Landingthemedpages
• Video
• Website&Blog
• SocialNetworkingandInternetAds
• Emailsubscriptions/footers
• ...
Exerciseswithclients
+
thepersonalityofyourbrand
=
interestingopportunitiesforthemostappropriatetools
7.5.Brandfocusedonthemarket
7.6.PathYourclient'sjourney?
Downloadandfillintheworksheet>
Theword“brand”ineffectivelydescribesanorganisation´spurpose,voice,attitude,methodology,competitivepositionandreasontobelieve. SashaStrauss
8.Brand(s)Architecture
Photocred
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8.1.Brand(s)Architecture
Source:Keller,2003,p.14
Itisthewaybrandsarestructured(relatedanddifferentiated)inanorganisation(theycanbeorganisedvisually).
1.Numberoflevelsinuse2."BrandAwareness"oneachlevel3.Consistencyofbrandelementsatdifferentlevels
8.2.MasterbrandStrategyI
HerewehaveastrongMasterbrandthatleveragesitsstrengthwithdivisionsthatfeaturethemainbrandmodifiedbyaproductorservicedescription.ThinkFedExandFedExGround.Amonolithicbrandarchitecturecapitalizesondeepandestablishedcustomerloyalty:yourtargetaudiencecareslessaboutthefeaturesorbenefitsoftheproductthanwiththebrandpromisetheyknowandlove.
8.2.MasterbrandStrategyII
Source:http://www.ignytebrands.com/brand-architecture-creating-clarity-from-chaos/
8.3.EndorsedstrategyI
Inthe"Endorsed"structure,boththeparentbrandanditsdivisionshavestronganduniquemarketpresences,anddivisionsbenefitfromtheassociationorapprovaloftheparentbrand.Thesynergybetweenthemisoftenmutuallybeneficial,too.(Eachbenefitsfromthestrengthoftheother.)ExamplesareAppleandiPhoneorNabiscoandOreo.
8.3.EndorsedstrategyII
Source:http://www.ignytebrands.com/brand-architecture-creating-clarity-from-chaos/
8.4.PluralisticstrategyI
Thearchitectureofthe"Pluralistic"brandischaracterisedbyavarietyofdistinctandfamiliarbrandsunderaparentbrandthatcustomersgenerallydonotknowabout.Theimportanceoftheparentbrandisprimarilyfortheinvestmentcommunity.WeseethisinbrandslikeUnileverwithDoveorKimberlyClarkwithKleenex.
8.4.PluralisticstrategyII
Source:http://www.ignytebrands.com/brand-architecture-creating-clarity-from-chaos/
Weusebrandstoprojectwhowewanttobeintheworld,howwewantpeopletoperceiveus,andhowwewanttofeelaboutourselves.DebbieMillman
9.Extensionsofthebrandtogrowyourbusiness
Photocred
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flickronVisualHun
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Modifiedproducts Currentproducts Newproducts
CurrentMarkets Marketdevelopment
PartialDiversification
ProductDiversification
ExpandedMarkets MarketExpansion LimitedDiversification
PartialDiversification
NewMarkets Marketpenetration ProductExpansionProduct
development/diversification
9.1.Ansoff´s9BoxMatrix
9.2.Definitions
KotlerandArmstrong(2002)definedbrandextensionasusingasuccessfulbrandnametolaunchnewormodifiedproductsinanewcategory.Verma(2002)alsodefinedbrandextensionasusinganexistingbrandnametolaunchaproductinadifferentcategory.BrandExtensionsareawayofcapitalizingontherecognition,goodwillandanypositiveassociationsofanestablishedbrandandusingthenametoleveritselfintoanewmarket.
Marssuccessfullyleveragedtheirconfectionerybarintotheice-creammarketandindoingsodeseasonalisedtheirsalesbyprovidingincomeinthesummerwhenchocolatesalesarenormallyattheirlowest.Hem,deChernatonyandIversen,(2003)
9.3.Typesofbrandextensions
Adapted:Moorthi,2003
9.4.LaunchOptions
1. Developanewbrandchosenforthenewproduct.
2. Applyexistingbrands.
3. Useacombinationofanewandexistingbrand.
Generalstrategiesforestablishingacategory:1) Introducethesameproductinadifferentform2) Introduceproductsthatcontainthebrand'sdistinctivetaste3) Introducecompanionproductsforthebrand4) Introduceproductsrelevanttothecustomersofthebrand5) Introduceproductsrelevanttothefirm'sperceivedexpertise6) Introduceproductsreflectingthebrand'sdistinctivebenefit,
attributeorfeature7) Introduceproductsthatcapitaliseonthedistinctiveimagesofthe
brand
9.5.Strategies-Categories
TauberinKeller(2013)
9.6.Brandextension-advantagesI
Oneintwobrandextensionsfail.(50%)
Source:BrandStretchbyDavidTaylor(2005)
9.6.Brandextension-advantagesII
• Improvebrandimage
• Reducerisksperceivedbycustomers
• Increasetheprobabilityofgettingdistributionandtesting
• Reducethecostsofmarketingprograms
• Avoidcostofdevelopinganewbrand
• Enabledemandforconsumervarieties
• Revitalizethebrand
• Allowsubsequentextensions
9.7.BrandExtension-Disadvantages
• Itcanconfuseorfrustratecustomers
• Mayfaceresistancefromretailers
• MayfailordamagetheparentbrandimageCansucceed,butcannibalisesalesoftheparentbrand
• Candilutethemeaningofthebrand
• Maylimitthatcompanycancreateanewbrandofsuccess
• Successfulbrandextensionsoccurwhenthereisaperceptionoffitbetweentheparentbrandandtheextensionproduct
• Manybasesoffit:product-relatedaswellasnon-productrelatedattributesandbenefitsrelatedtocommonusagesituationsorusertypes
• Highqualitybrandsstretchfurtherthanaveragebrands• Anunsuccessfulextensiondoesnotpresentafirmfrombacktrackingandintroducingamoresuccessfulextension
• Themosteffectiveadvertisingstrategyforanextensionisonethatemphasisesinformationabouttheextensionratherthanremindersoftheparentbrand
9.8.BrandExtensionGuidelines
KellerKL(2013)
Adaptedfrom
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