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Branding process

Ulviyya Agayeva (Q34)

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What is a Brand?

A brand is a name, term, sign, symbol, or design which is intended to identify the goods or services of one seller or group of sellers.

Global brands include Facebook, Apple, Pepsi, McDonald's, Mastercard, Gap, Sony and Nike…

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Brand

A brand can take many forms, including a name, sign, symbol, color combination or slogan. For example, Coca Cola is the name of a brand make by a particular company. The word branding began simply as a way to tell one person's cattle from another by means of a hot iron stamp. The word brand has continued to evolve to encompass identity — it affects the personality of a product, company or service. It is defined by a perception, good or bad, that your customers or prospects have about you.

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Brand elements

Name: The word or words used to identify the company, product, service, concept

Logo: The visual trademark that identifies the brand

Tagline or Catchphrase: "The Quicker Picker Upper" is associated with Bounty; "Can you hear me now" is an important part of the Verizon brand.

Shapes: The distinctive shape of the Coca-Cola bottle or the Volkswagen Beetle are trademarked elements of those brands.

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Brand elements

Graphics: The dynamic ribbon is also a trademarked part of Coca-Cola's brand.

Color: Owens-Corning is the only brand of fiberglass insulation that can be pink.

Sounds: A unique tune or set of notes can "denote" a brand: NBC's chimes are one of the most famous examples.

Movement: Lamborghini has trademarked the upward motion of its car doors.

Smells: Scents, such as the rose-jasmine-musk of Chanel No. 5 is trademarked.

Taste: KFC has trademarked its special recipe of 11 herbs and spices for fried chicken.

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Basic Branding process and Steps

Step 1: Problem Step 2: Information Search Step 3: Evaluation of Choices

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Step 1: Problem

What are the needs and wants?Before brand messages can influence

customers or prospects, brand messages must first get the attention of these customers and prospects.

Selective perception is the process used to decide what is worthy of attention.

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Maslow’s Needs

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Safety and Security Needs We often see

marketers use the safety need of Maslow’s Needs in automobile ads.

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Social Needs-Example

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Step 2: Information Search

During the search for information, customers usually focus on the differences they perceive among competing brands.

Brand awareness and brand knowledge are crucial here.

Research shows that when customers see marketing communication that is relevant to them, they are more likely to pay attention and think about it.

Two routes used in information searching: Central Route Peripheral Route

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Step 3: Evaluation of Choices – Cognitive Responses

A cognitive response involves reasoning, judgment, or knowledge.

Six risks both consumers and businesses try to minimize:

Financial risk Performance risk Physical risk Psychological risk Social risk Time-loss risk

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The Key to Branding

For branding strategies to be successful, consumers must be convinced that there are meaningful differences among brands in the product or service category.

Consumer must not think that all brands in the category are the same.

PERCEPTION = VALUE

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Strategic Brand Management

Strategic brand management involves the design and implementation of marketing programs and activities to build, measure, and manage brand equity.

The strategic brand management process is defined as involving four main steps:1) Identifying and establishing brand positioning and values2)  Planning and implementing brand marketing programs3)  Measuring and interpreting brand performance4)  Growing and sustaining brand equity

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CUSTOMER-BASED BRAND EQUITY PYRAMID

RESONANCE

SALIENCE

JUDGMENTS FEELINGS

PERFORMANCE IMAGERY

4. RELATIONSHIPS =

What about you & me?

4. RELATIONSHIPS =

What about you & me?

3. RESPONSE =

What about you?

3. RESPONSE =

What about you?

2. MEANING =

What are you?

2. MEANING =

What are you?

1. IDENTITY =

Who are you?

1. IDENTITY =

Who are you?

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Brand Mantras

A brand mantra is an articulation of the “heart and soul” of the brand. Brand mantras are short three to five word

phrases that capture the irrefutable essence or spirit of the brand positioning and brand values.

Nike Authentic Athletic Performance

Disney Fun Family Entertainment

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“Keller Be’s”

Be analytical: Use frameworks of consumer behavior and managerial decision-making to develop well-reasoned communication programs

Be curious: Fully understand consumers by using all forms of research and always be thinking of how you can create added value for consumers

Be single-minded: Focus message on well-defined target markets (less can be more)

Be integrative: reinforce your message through consistency and cuing across all communications

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“Keller Be’s”

Be creative: State your message in “main” fashion; use alternative promotions and media to create favorable, strong

Be observant: Monitor competition, customers, channel members, and employees through tracking studies

Be realistic: Understand the complexities involved in marketing communications

Be patient: Take a long-term view of communication effectiveness to build and manage brand equity