Design Research Methods

Class #4: Branding

Brand

A name, term, sign, symbol, design, or some combination, that identifies the products and/or services of one firm while differentiating these products and/or services from competitors’ offerings.

Establishing brand loyalty- 3 stages

1.  Brand recognition •  Consumer awareness of a brand

2.  Brand preference •  Consumer reliance on previous experience with a product to

choose that product again

3.  Brand insistence •  Consumer refusals of alternatives

Types of brands

Generic None

Manufacturer’s A brand name owned by a manufacturer or producer (e.g. Coca Cola, Hershey’s, Levis, Apple)

Private A brand name placed on products by wholesaler or retailer (e.g. Duane Reade, Nordstrom's)

Family A brand name that identifies several related products (e.g. Braun, Vaseline, Tropicana)

Individual A unique brand name that identifies a specific offering within a firm’s product line to avoid grouping under a family brand (e.g. Head and Shoulders, Edge, Flonase, Philadelphia Cream Cheese, Lair Du Temps)

Brand equity

 The added value that a certain brand gives to a product in the marketplace

Differentiation Brand’s ability to stand apart

Relevance Consumers’ perceived appropriateness of brand

Esteem Consumers’ perceived quality of brand

Knowledge Consumers’ understanding of what the brand stands for

Brand identity

  Brand name

  Trademarks

  Trade dress

  Value

  Integrity

  Reliability

  Ease of use

  Personality

Product development strategies

Old Product New Product

Old Market Market Penetration (increase sales of existing products in existing markets)

Product Development (introduce new products into established markets)

New Market Market Development (find new markets for existing products)

Product Diversification (developing new products for new markets)

Consumer adoption

Awareness Interest Evaluation Trial Adoption/rejection

Assignment 4:

Spend 1 hour in 2 different stores or other commercial environments within one vertical (Ex: Lexus vs. Hyndai, Bloomingdales vs. Forever21, Whole Foods vs. Deli, Spa/Salon vs. Supercuts)

  Who is shopping there   How is the store is designed to attract/cater to a certain market

segment and describe   Characterize the shoppers with regard to market segmentation (making

reference to the readings)   How the store uses brands/branding to lure shoppers   How are shoppers responding to brands, products or service

(either the store brand or brands of items they sell)   What did you observe of the store?   What did you observe of shopping behavior?   How might you improve the store’s approach to using “brand” (either

it’s own or the brands it sells) to sell?