never underestimate the power of a brand. what is a brand?

Never Underestimatethe Power of a Brand


What is a brand?What is a brand?


“A brand is a distinguishing name and/or symbol…intended to identify goods or services and to differentiate those goods or services from those of competitors.”

David AakerManaging Brand Equity

“A brand is a distinguishing name and/or symbol…intended to identify goods or services and to differentiate those goods or services from those of competitors.”

David AakerManaging Brand Equity


“A product is something that is made in a factory; a brand is something bought by a customer.

“A product can be copied by a competitor; a brand is unique.

“A product can be quickly outdated; a successful brand is timeless.”

Stephen KingWPP Group London

“A product is something that is made in a factory; a brand is something bought by a customer.

“A product can be copied by a competitor; a brand is unique.

“A product can be quickly outdated; a successful brand is timeless.”

Stephen KingWPP Group London

Why are brandsimportant?

Why are brandsimportant?

A strong brand:A strong brand:• Is critical for

successful marketing

• Is critical for successful marketing

A strong brand:A strong brand:• Is critical for

successful marketing

• Reduces dependence on price as a purchase motivator

• Is critical for successful marketing

• Reduces dependence on price as a purchase motivator

A strong brand =A strong brand =

Competitive advantage

+Improved earnings

Competitive advantage

+Improved earnings

Brands:Brands:

• Help consumers navigate through marketplace clutter

• Help consumers navigate through marketplace clutter

Brands:Brands:

Simplifydecision-making

Simplifydecision-making

Brands:Brands:

Heighten consumers’

comfortlevel with

decisions

Heighten consumers’

comfortlevel with

decisions

Kelly’s Kolor Kit

Super Oil

Stu’s Diner

Kelly’s Kolor Kit

Super Oil

Stu’s Diner

What does a brand do,and how does it do it?What does a brand do,and how does it do it?

A Brand:A Brand:

Identifies a “product’s” reason to be

PODPoint of Difference

Identifies a “product’s” reason to be

PODPoint of Difference

POD ---> Brand Positioning --->

Brand Equity!

POD ---> Brand Positioning --->

Brand Equity!

EXERCISE: Automobile Brands

EXERCISE: Automobile Brands

• Safety • Luxury • Toughness • Reliability • Engineering• Affordability • Speed & Sexiness

• Safety • Luxury • Toughness • Reliability • Engineering• Affordability • Speed & Sexiness

EXERCISE: Tourism BrandsEXERCISE: Tourism BrandsWest Virginia So close…but a

world away

Nashville Wild & Wonderful

Savannah Barbecue Capital of the World

Bald Head Island Music City

Arkansas Established 1733

Lexington, NC The Natural State

EXERCISE: Tourism BrandsEXERCISE: Tourism BrandsWest Virginia Wild & Wonderful

Nashville Music City

Savannah Established 1733

Bald Head Island So close…but a world away

Arkansas The Natural State

Lexington, NC Barbecue Capital of the World

A Brand:A Brand:

Paints a picture inconsumers’

minds---> The brand image

Paints a picture inconsumers’

minds---> The brand image

EXERCISE: Apparel BrandsEXERCISE: Apparel Brands

• Brooks Brothers • Old Navy • Polo Ralph Lauren • Armani • Tommy Bahama • Wrangler • Phat Pharm/Fubu

• Brooks Brothers • Old Navy • Polo Ralph Lauren • Armani • Tommy Bahama • Wrangler • Phat Pharm/Fubu

EXERCISE: Apparel BrandsEXERCISE: Apparel Brands

• Brooks Brothers: conservative, corporate • Old Navy: young, casual, inexpensive • Polo Ralph Lauren: classic, wealthy• Armani: elegant, European, fitted • Tommy Bahama: island casual, loose • Wrangler: Western, tight • Phat Pharm/Fubu: urban, hip-hop, baggy

• Brooks Brothers: conservative, corporate • Old Navy: young, casual, inexpensive • Polo Ralph Lauren: classic, wealthy• Armani: elegant, European, fitted • Tommy Bahama: island casual, loose • Wrangler: Western, tight • Phat Pharm/Fubu: urban, hip-hop, baggy

EXERCISE: Hotel BrandsEXERCISE: Hotel Brands

• Ritz Carlton • Motel 6 • Holiday Inn • Hyatt • Hilton

• Ritz Carlton • Motel 6 • Holiday Inn • Hyatt • Hilton

Power Brands…Power Brands…

…can even be recognized by their emblems alone

…can even be recognized by their emblems alone

How do you builda brand?

How do you builda brand?

Brand BuildingBrand Building

A thoughtful and deliberate

process

A thoughtful and deliberate

process


Starts with a good “product”

Starts with a good “product”


FIRST: Identify a strong brand positioning

THEN: Develop clear, memorable and consistent marketing messages

AND: Surround your consumer 360º

FIRST: Identify a strong brand positioning

THEN: Develop clear, memorable and consistent marketing messages

AND: Surround your consumer 360º


FOUNDATION: Brand positioning • New products• Target

consumers • New markets • Marketing

communications

FOUNDATION: Brand positioning • New products• Target

consumers • New markets • Marketing

communications

Brand PositioningBrand Positioning

Step 1: Clearly define your product • Be specific

Step 1: Clearly define your product • Be specific


Step 1: Clearly define your product • Be specific• Be realistic

Step 1: Clearly define your product • Be specific• Be realistic


Step 2: Evaluate competitors • Consider direct &

indirect competitors• Use formal and/or

“Grandma” research• Visit, sample,

experience the competition

Step 2: Evaluate competitors • Consider direct &

indirect competitors• Use formal and/or

“Grandma” research• Visit, sample,

experience the competition


Step 3: Determine your

POD • Find something

unique • Be honest • Be realistic

Step 3: Determine your

POD • Find something

unique • Be honest • Be realistic

Your brand must create lasting value in the

consumer’s mind.

Your brand must create lasting value in the

consumer’s mind.



Step 4: Identify target

consumer• Who is and who is not • Understand

demographically & psychographically

• Profile them to make them real

Step 4: Identify target

consumer• Who is and who is not • Understand

demographically & psychographically

• Profile them to make them real


Step 5: Identify core

values• What your

“product/service” stands for

• The values it embraces

Step 5: Identify core

values• What your

“product/service” stands for

• The values it embraces


Step 6: Articulate brand positioning • A few, simple

words

Step 6: Articulate brand positioning • A few, simple

words

PositioningPositioning

• Disney: Making dreams come true

• Nike: Innovation & inspiration for athletes

• Fisher Price: Toys that teach

• Wal-Mart: Always low prices

• Crest: Enabling healthy teeth

• Lazyboy: Comfortable seating

• Southwest Airlines: Warm, friendly service

• Disney: Making dreams come true

• Nike: Innovation & inspiration for athletes

• Fisher Price: Toys that teach

• Wal-Mart: Always low prices

• Crest: Enabling healthy teeth

• Lazyboy: Comfortable seating

• Southwest Airlines: Warm, friendly service


Reassessing an existing brand

Reassessing an existing brand


Has anything changed?

• Product/service • Competition • Target consumer

---> Repositioning

Has anything changed?

• Product/service • Competition • Target consumer

---> Repositioning

Brand Marketing Messages


• Clear• Clear



• Clear• Memorable

• Clear• Memorable



• Clear• Memorable• Consistent

• Clear• Memorable• Consistent



Step 1: Make it clear • Descriptive • Precise • Easy to

understand

Step 1: Make it clear • Descriptive • Precise • Easy to

understand



Step 2: Make it

memorable • Unique • Visual • Positive

associations

Step 2: Make it

memorable • Unique • Visual • Positive

associations



Step 3: Make it

consistent • Always reflects

brand positioning• Delivered

continuously • Slogan can be key

Step 3: Make it

consistent • Always reflects

brand positioning• Delivered

continuously • Slogan can be key

SlogansSlogans

• Perdue: A healthy obsession with chicken

• Energizer: Keeps going and going and going

• Goodwill: Our business works so people can

• Purina: Long live your dog

• Weight Watchers: Watch yourself change

• Home Depot: You can do it. We can help.

• MetLife: Guarantees for the IF in life

• Perdue: A healthy obsession with chicken

• Energizer: Keeps going and going and going

• Goodwill: Our business works so people can

• Purina: Long live your dog

• Weight Watchers: Watch yourself change

• Home Depot: You can do it. We can help.

• MetLife: Guarantees for the IF in life

Brand SurroundBrand Surround

Surrounding the consumer

360º

Surrounding the consumer

360º

Brand SurroundBrand Surround

• Magazines• Newspapers• Television• Radio• Online• Special events• Billboards• Brochures• Word-of-mouth

• Magazines• Newspapers• Television• Radio• Online• Special events• Billboards• Brochures• Word-of-mouth

Branding FocusBranding Focus

Building a brand—not just selling

a product or service

Building a brand—not just selling

a product or service

Basic Branding RecipeBasic Branding Recipe

• A great product• Strong brand positioning• Memorable & consistent

marketing messages Combine ingredients.

Surround consumers 360º. Watch business grow.

• A great product• Strong brand positioning• Memorable & consistent

marketing messages Combine ingredients.

Surround consumers 360º. Watch business grow.

never underestimate the power of a brand. what is a brand?

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