Brands and Communications Objectives

How advertising creates, build and maintain brands.

Communication objectives:

• Differentiation• Consistency• Recognisability• Relevance• Ubiquitous• Market dominance• Organisational values &

behaviours• Trust

• Value• Co-promotions and

alliances• Commitment• Brand personality• Customer self-

identification• Personal relationship• ‘Iconic’ presence

Here are some examples:

Differentiation

• First registered trademark in UK

• Simplest possible graphic device

• Instantly recognisable

• Differentiates from ‘commodity’ products (originally)

Consistency

• Over 200 years of consistent use

• ‘Signature’ product of giant Bass Charrington group

Recognisability

• Said to be the most recognised image in the world

Ubiquitous

• Coca Cola dominates its marketplace

• Coca Cola’s marketplace is the world

• Coca Cola intends that every customer is constantly in sight of its advertising, and within reach of its products

Market dominance

• ‘Hero’ product• ‘Hero’ consumer• Heavy, consistent

and high quality advertising quickly helped Lynx establish sector dominance

Trust

• Early brand differentiated from unreliable ‘commodity’ soaps

• ‘£1000 reward’ for finding impurities never claimed

• Original ‘Signature’ product for worldwide Unilever Group

Value

• Pepsi’s original proposition: twice as much soda for your money

Customer self identification

• Identifies Dove with ‘real people’, just like you

Brand personality

• Favourite Ogilvy device

• Early identification of brand and product with a ‘character’

• See also Marlboro Cowboy

Personal relationship

• Google and many new brands ask customers to enter into a more equal relationship which does not take the brand too seriously

Some branding milestones

Coca Cola invents Father Christmas

Silk Cut: the product that does not need to say its name

Benson & Hedges: the customers’ favourite advertiser

Absolut Vodka: the best pack shot in the world

Celebrity endorsement:Nike does it best

Stella, still reassuringly expensive