Session 8Strategically marketing

the power of brandsChapters 13 and 14

BUILDING BRANDS

Building Brands means connecting products tosomething customers value and then segmenting markets

in ways that reflect how customers live their lives

Note: Advertising does not build brands – it informs people about an existing product

“Branding”?Six Agency

How many of you have tried the new Coke Zero and could taste a difference between Coke, Diet Coke, and Coke Zero?

Coca cola Creates First Ever Drinkable Advertising Campaign

Brand Terms to Know• Brand – A name, term, design, symbol or other feature that

identifies one marketer’s product as distinct from those of other marketers e.g. Toyota Hilux, Ford Ranger

• Brand Name – The part of a brand that can be spoken – including letters, words and numbers MUA, AFL, Cricket Australia, Heinz 57

• Brand Mark – Part not made up of words, but as a symbol or design Nike swoosh, Mercedes tri-star, McDonald’s golden arches

• Trademark – Legal designation of exclusive use of a brand

• Trade name – Full legal name of organisation

The flying kangaroo is a familiar brand mark initiated, owned and protected by Qantas. Can you name some other iconic brand marks?

DISCUSSION QUESTION

What is the Value of Branding to CUSTOMERS

• Brands help customers know immediately what to get to fulfill a need

• Without brands, product selection would be quite random and based mostly on price

• Branding provides a form of self-expression and status• e.g. Daewoo compared to BMW or Porsche

• Symbolise a level of product quality in the customer’s perception

• Reduces the risk of purchase of ‘competitive’ but inferior or inadequate products

What is the Value of Branding to SELLERS

• Identifies and differentiates a firm’s products from competing products

• Helps in the introduction of new products• Familiarity with the name and perceived quality

• Facilitates the promotion of all same-brand products• Fosters the development of brand loyalty

• Leading to more stable market share, and less reliance on price-cutting to attract customers

• It’s what firms need to design, market and advertise to bring value to the customer

Cultural and Branding

• ‘Cultural branding’ is the term used to explain how a brand conveys a powerful myth that consumers find useful in cementing their identity and self-concept• The Harley ‘biker’ image and reputation is given to (and

accepted by) Harley-Davidson bike riders regardless of their educational, socioeconomic or financial reality

• Hi-Tec Sports

Culture and Branding

• Consumers confer their own social meaning onto brands

• The brand’s appeal is largely at an emotional level, and is based on its symbolic image and key associations

• For Harley-Davidson and Apple owners, this association can be almost cult-like!

• Fosters the development of ‘brand communities’

• Leading to more communication between customers, and relationships that competitors can find hard to break

MAJOR ELEMENTS OF Brand Equity

Brand Equity

• The marketing and financial value associated with a brand’s strength in a market

• In addition to the proprietary brand assets, such as patents and trademarks, there are four major elements that underlie brand equity:

• Brand name awareness• Perceived brand quality• Brand associations• Brand loyalty

“Hi Tec” Branding and Strategic Marketing

https://www.youtube.com/watch?v=Oe3St1GgoHQ

Read the article “Hi Tec: Inspired by Life” and answer the questions individually and then discuss in your group. Be prepared to present your group answers to the class

Brand Loyalty

A customer’s favourable attitude toward a specific brand

•If it is strong enough, customers will purchase the product consistently over a long period of time

•It shortens the customer’s time and mental effort spent on purchasing

Brand Loyalty (continued)

•Reduces a brand’s vulnerability to competitor’s actions

•Reduces the need for and the cost of attracting new customers

•Loyal customers provide brand visibility and reassurance to potential new customers

THREE degrees of brand loyalty• Brand recognition – Occurs when a customer is aware

that the brand exists, and views it as an alternative (if the preferred brand is unavailable, or if the other brands are unfamiliar)

• Brand preference – A stronger form – the item is preferred over competitive offerings, and brand will be purchased if it is available

• Brand insistence – The product is strongly preferred, the buyer will accept no substitute, and will spend time and money to search out the product rather than purchase an alternative

Read the “Bug Strips Shelves and Brands Bare” Article

Discuss your answers to the following questions in your group?

•What is your “gut” reaction to what you read in this article?

•What “Brand Equity” problems do you see for Tiger Brands?

You Tube: Top 10 Global Brands Synonymous with a Product

Top 10 Global Brands 2012

Types of Brands

Manufacturer brands• Brands initiated by producers• Producers are identified with their products at

the point of purchase• Toyota, Ford,

House brands• Brands initiated and owned by resellers• Also called store brands or generic brands• Manufacturers are not identified in the product• Woolworth’s ‘Select’ and ‘PicnPay’ home brands

Selecting a Brand NameThe name should:

•be easy to say, spell, and recall• indicate the product’s major benefits•suggest the product’s major uses and special

characteristics•be distinctive, setting it apart from competing

brands and be compatible with all products in line

•be designed for use and recognition in all types of media

•consider cultural interpretations

• Have you ever come across a product with a totally unappealing brand name? • What is the product and the brand

name? • Why is it not appealing to you?

DISCUSSION QUESTION

Protecting a BrandBrands should be designed to that they can be protected easily through registration

Protecting a brand Companies register brand names and feature the logo to protect the brand from unauthorised use

Branding Policies

• Individual branding• A policy of naming each product differently• Unilever brands its personal-care brands individually –

Dove, Ponds • Family branding

• Branding all of a firm’s products with the same name• Kellogg’s Coco-Pops, Kellogg’s Special K

BRAND Extensions

•Using an existing brand to brand a new product in a different product category •Virgin Active, Virgin Mobile, Virgin Money

Co-Branding

• Using two or more brands on one product• The brands can be owned by the same company or

different companies

Co-branding

Both Woolworths and Caltex, and similarly Nike and Apple, have launched successful co-

branding campaigns

BRANDS AND THE MARKETING MIX

• Branding and products• Product services that predominantly involve services

are equally viable for branding strategies

A brand experience Disneyland is differentiated from competitors by offering a unique experience in thetheme park sector.

STRATEGICALLY MARKETNG THE POWER OF PERSONAL BRANDS

PERSONAL BRANDING

1. HOW DO I DEFINE MY PERSONAL BRAND?• My Brand Personality• My Brand Value proposition• My Knowledge Skills, Expertise

and Talents• My own Vision, Mission and

Goals

2. HOW DO I WANT OTHERS TO CONNECT WITH MY PERSONAL BRAND?• How do I network?• Tips for networking• How do I expand my

networks through digital and online media.

3. HOW TO BE AUTHENTIC

4. HOW TO EXCECUTE MY PERSONAL BRAND

If you don’t define your Personal Brand -

Others will do it for you!

Connect

“WHO” you are with

“WHAT” you do - to Enhance your

Reputation and Legacy

HOW DO I DEFINE MY PERSONAL BRAND?

HOW DO I DEFINE MY PERSONAL BRAND?

1. Your BRAND PERSONALITY

2. Your BRAND VALUE PROPOSITION

3. Your KNOWLEDGE SKILLS, EXPERTISE, TALENTS AND CREDITIALS

4. Your own VISION, MISSION and GOALS

WHO AM I ?

YOUR BRAND PERSONALITY ANDTHE ‘COLOURS’

KARL JUNGPerception –the more you look the more you see …

Our Personalityhas many faces –we are not just one face!

© Andrew Lothian, Insights, Dundee, Scotland, 2006. All rights reserved. INSIGHTS, INSIGHTS DISCOVERY and INSIGHTS WHEEL are registered Trade Marks.

Quiet Observant Inward focus Depth Intimate Reserved Reflective Thoughtful Cautious

EnergeticInvolved

Outward focusBreadth

QuickAction oriented

OutspokenSociable

Bold

Preferences –Introversion and Extraversion

© Andrew Lothian, Insights, Dundee, Scotland, 2006. All rights reserved. INSIGHTS, INSIGHTS DISCOVERY and INSIGHTS WHEEL are registered Trade Marks.

EXTRAVERSIONINTROVERSION

Quiet Observant Inward focus Depth Intimate Reserved Reflective Thoughtful Cautious

EnergeticInvolved

Outward focusBreadth

QuickAction oriented

OutspokenSociable

Bold

How do you charge batteries?

• Introversion – By being on your own

• Extraversion – By being with others

JUNG’S PREFERENCES

PREFERENCES – INTROVERSION OR EXTRAVERSION

PREFERENCES – INTROVERSION OR EXTRAVERSION

Formal, Impersonal, Analytical, Objective, Strong-minded, Competitive, Correct, Task, Systems

Informal, Personal, Considerate, Involved, Subjective, Caring, Accommodating, Harmonious, Relationships, Morale

Formal, Impersonal, Analytical, Detached, Objective, Strong-minded, Competitive, Correct, Task, Systems

Informal, Personal, Considerate, Involved, Subjective, Caring, Accommodating, Harmonious, Relationships, Morale

Feeling Preference

Thinking Preference

PREFERENCES THINKING AND FEELING:

PREFERENCES – THINKING OR FEELING?

PREFERENCES – THINKING OR FEELING?

Jung’s PreferencesRecap?

• How we get our batteries charged• Introversion – By being on your own• Extraversion – By being with others

• How we make decisions• Thinking – Based on WHAT they

impact• Feeling – Based on WHO they impact

Identifying your Brand Colour Energy

Thinking

Introversion Extraversion

Feeling

© Andrew Lothian, Insights, Dundee, Scotland, 2006. All rights reserved. INSIGHTS, INSIGHTS DISCOVERY and INSIGHTS WHEEL are registered Trade Marks.

Let’s do it NOW

Let’s do it TOGETHER

Let’s do itHARMON-

IOUSLY

Let’s doit RIGHT

COLOUR STATEMENTS!

The Four Insights Colour Energies

Cool BlueShowing no bias

ObjectiveDetachedAnalytical

Fiery RedPositiveAffirmativeBoldAssertive

StillTranquilCalming

SoothingEarth

Green

CheerfulUpliftingSpiritedBuoyant

SunshineYellow We have all four Insights

colour energies within us

The Four Insights Colour Energies

On a good day…CompetitiveDemandingDeterminedStrong-willedPurposeful

SociableDynamicDemonstrativeEnthusiasticPersuasive

CaringEncouraging

SharingPatient

Relaxed

CautiousPrecise

DeliberateQuestioning

Formal

The Four Insights Colour Energies

On a bad day…AggressiveControllingDrivingOverbearingIntolerant

ExcitableFranticIndiscreetFlamboyantHasty

DocileBland

PloddingReliant

Stubborn

StuffyIndecisiveSuspicious

ColdReserved

GUESS THE COLOUR TYPES …

GUESS THE COLOUR TYPES …

• Fail to state and opinion when you strongly disagree with what is said

• Play a tennis match without playing to win• Say to someone “Let’s do it your way”• Finish every book you are reading before

starting a new one• Make to-do lists every week and stick to them• Tell a story without exaggerating• Deliberately start an argument at a family reunion• Tell each of your subordinates that you are angry

with them and why• Turn away a friend who has a problem

• Throw a surprise party• Volunteer to be a master of ceremonies at a high

school reunion• Only read the society pages of the newspaper

Things I would never do...

Cool Blue

Earth Green

Sunshine Yellow

Fiery Red

• You are walking beside a lake and decide to walk across it for a change of pace

• You arrive at work at 8.00am and find that by 8.03 no one is speaking to you

• You need to call a friend four times in order to leave your entire message on their answering machine

• You invite friends over to read a book with you

• You listen for 30 minutes to a telephone sales person selling garden furniture – and you live in a block of flats

• You start your summer holiday by reading all your insurance documents

• You deliberately run out of petrol so you can find out exactly how far your car goes on a litre of petrol

• You make it a hobby to check the claims made by washing machine manufacturers

You are suffering from an excess of...

Cool Blue

Earth Green

Sunshine Yellow

Fiery Red

What colours are you?

TOP COLOUR

BOTTOM COLOUR

Cool Blue: Gifts and Liabilities

GiftsKnowledgeable and detailed

Air of competenceAsks probing questions

Thorough follow-up

LiabilitiesInitial interaction may be difficult or stuffyQuestions may be seen as critical and insensitiveOverlooks others’ feelingsFocus on inconsequential details

Cool Blue: Understanding & Communicating your Brand Personality

Do…Be well prepared and

thoroughPut things in writing

Consider all the details

Don’t…Get too close hug meBe flippant on important issuesChange the routine without notice

Sunshine Yellow: Gifts and Liabilities

GiftsQuick to build relationshipsFriendly and sociableAdaptable, imaginativeSkilful presenter

LiabilitiesMay lack focus

Too casual for somePoor planning and follow-up

Can lose interest

Sunshine Yellow: Understanding & Communicating Your Brand Personality

Do…Be friendly and sociableBe entertaining and stimulatingBe open and flexible

Don’t…Bore me with details

Tie me down with routineAsk me to work alone

Fiery Red: Gifts and Liabilities

GiftsConfident, determinedLoves challengesFocusedInfluencing others

LiabilitiesPoor listener

Can be seen as arrogantMay push too hard

Doesn’t wait for feedback

Fiery Red: Understanding & Communicating Your Brand Personality

Do…Be direct and to the pointFocus on results and objectivesBe brief, be bright and be gone

Don’t…Hesitate or waffleFocus on feelings

Try to take over

Earth Green: Gifts and Liabilities

GiftsBuilds deep, long-term

relationshipsNatural listener

Sincere and warmPersistent

LiabilitiesSlow to adaptMay lack enthusiasm in asking for a decisionAvoids rejectionTakes difficulties personally

Do…Be patient and supportive

Slow down and work at my paceAsk my opinion and give me time

to answer

Earth Green: Understanding & Communicating your Brand Personality

Don’t…Take advantage of my good naturePush me to make quick decisionsSpring last minute surprises

Cool Blue Energy Overview

Approach to LifeHigh standards and correct

GoalsUnderstanding

Seen by Others asAnalytical and distant

Earth Green Energy Overview

Approach to LifeFocus on stability, values

and supporting others

GoalsHarmony

Seen by Others asMild and docile

Fiery Red Energy Overview

Approach to LifeInner certaintyFocus on action

GoalsPersonal achievement and meeting challenges

Seen by Others asImpatient

Sunshine Yellow Energy Overview

Approach to LifeFun and interaction

GoalsRecognition

Seen by Others asDisorganised

1. Understand ourselves

2. Understand others, recognise the differences & value

their style and opinions

3. Use less of your preferred style of behaviour

and more of their style

Adapt HOW TO ADAPT OUR BRAND PERSONALITIES?

UNDERSTAND

OURSELVES

UNDERSTAND

OTHERS

ADAPT

Group Activity

• In your leading colour energy group, craft a story that sends a message about the dangers of smoking. Craft your story and communicate it as a group so that it connects with the opposite leading colour energy of your team and promotes your desire to send a message about the dangers of smoking – you want them to change their behaviour and to stop smoking.

• Refer to the colour slides to craft your story

© Andrew Lothian, Insights, Dundee, Scotland, 2006. All rights reserved. INSIGHTS, INSIGHTS DISCOVERY and INSIGHTS WHEEL are registered Trade Marks.ADAP 1

An Authentic Chameleon

REFLECTION QUESTIONS

What Brand Personality Preferences are my strong points?

What Brand Personality Preferences are my potential blind-spots?

What insights have I learned from my top and opposite colour energies that I can apply to improve my personal brand and my relationship connections with others?

HOW DO I DEFINE MY PERSONAL BRAND?

1. Your BRAND PERSONALITY

2. Your BRAND VALUE PROPOSITION

3. Your KNOWLEDGE SKILLS, EXPERTISE, TALENTS AND CREDITIALS

4. Your own VISION, MISSION and GOALS

• What are you passionate about? What do You Stand for?

• What do you truly value in your life?

• Are you “Credible” (Values + Action = Credibility)

• Have you aligned your personal and professional Goals with your Values?

• What is your unique Knowledge, Skills, Expertise and Talents

WHAT IS YOUR BRAND VALUE PROPOSITION?

• What do I stand for and what are my values?

• What do these values mean to me in my personal and professional lives?

• How can I ensure that my goals are aligned with my values.

• Are my values aligned with my Personal Brand? How can I bring them into closer alignment?

REFLECTION QUESTIONS

PERSONAL BRANDING

1. HOW DO I DEFINE MY PERSONAL BRAND?• My Brand Personality• My Brand Value proposition• My Knowledge Skills, Expertise

and Talents• My own Vision, Mission and

Goals

2. HOW DO I WANT OTHERS TO CONNECT WITH MY PERSONAL BRAND?• How do I network?• Tips for networking• How do I expand my

networks through digital and online media.

3. HOW TO BE AUTHENTIC

4. HOW TO EXCECUTE MY PERSONAL BRAND

1. Who are the people that need my help?2. How do I add value in my relationships to these people? 3. How can I satisfy their “Functional Needs” (deliver on promises) and

“Emotional Needs” (creating partnerships, community, etc.)4. What obstacles have I encountered that could hold me back from

connecting with people?5. Am I willing to Adapt my knowledge, skills, and talents with changing

times and situations?6. What opportunities can I seize that will help me initiate a working

relationship and improve my networking skills?

HOW DO I WANT OTHERS TO CONNECT WITHMY PERSONAL BRAND?

• Who are the decision-makers?

• Information sources?

• Supportive people?

HOW DO I NETWORK?

• Be a resource need

• Stay in touch with your networks

• Be authentic and genuine when networking

• Use Digital media to advance your network (Linked-In, Facebook, Twitter, etc.)

TIPS FOR NETWORKING

EXPANDING YOUR NETWORKS THROUGH DIGITAL ONLINE MEDIA

Be a “Thought Leader” • How can I advance my field? • What can I do to speak for my industry? • What content can I create that would position me for thought leadership?

Craft an online bio. and include the following items:• Speeches you have given and for what organizations • Books or articles you have written • Radio, TV, or print media interviews you have given • Relevant degrees, awards, or honors you possess • Relevant projects you have been involved with • Length of time you have been in business or doing your work • Name recognition clients you can mention • National or international credentials or experience or positions you have held • Boards you have been a member of • Special relevant skills, talents, or abilities you possess

TIPS TO PRESENT YOUR BRAND PROFILE ON DIGITAL ONLINE MEDIA PLATFORMS

• Your name • Your website address • A headshot • Images of any books you have written • A favorite quote (by you or someone else) • Your position or title • Your company logo • Colors consistent with your logo or website • Model or diagram your regularly use in your work

Tips for Personal Branding on LinkedInList the names of at least four people you want to request a recommendation from on LinkedIn, and include their position and recommendation details.

Write one tweet for each of the following options, which you could then use for your Twitter stream.

• A Tip: • A Question: • An Opinion: • A Link to other website: • A Link to blog: • A Link to article: • A Link to audio: • A Link to video:

TIPS TO EXPAND YOUR TWITTER REACH

REFLECTION QUESTIONS

• What do I need to START doing to connect my personal brand with others?

• What do I need to CONTINUE doing to connect my personal brand with others?

• What do I need to STOP doing to be more effective in connecting my personal brand with others?

PERSONAL BRANDING

1. HOW DO I DEFINE MY PERSONAL BRAND?• My Brand Personality• My Brand Value proposition• My Knowledge Skills, Expertise

and Talents• My own Vision, Mission and

Goals

2. HOW DO I WANT OTHERS TO CONNECT WITH MY PERSONAL BRAND?• How do I network?• Tips for networking• How do I expand my

networks through digital and online media.

3. HOW TO BE AUTHENTIC

4. HOW TO EXCECUTE MY PERSONAL BRAND

© Andrew Lothian, Insights, Dundee, Scotland, 2006. All rights reserved. INSIGHTS, INSIGHTS DISCOVERY and INSIGHTS WHEEL are registered Trade Marks.ADAP 1

HOW TO BE AUTHENTIC

PERSONAL BRANDING

1. HOW DO I DEFINE MY PERSONAL BRAND?• My Brand Personality• My Brand Value proposition• My Knowledge Skills, Expertise

and Talents• My own Vision, Mission and

Goals

2. HOW DO I WANT OTHERS TO CONNECT WITH MY PERSONAL BRAND?• How do I network?• Tips for networking• How do I expand my

networks through digital and online media.

3. HOW TO BE AUTHENTIC

4. HOW TO EXCECUTE MY PERSONAL BRAND

Complete the following:

• What Area of Personal Branding do I need to Address?

• What Actions Can I take to Address that Area?

• When Will I Do This?

• What Will It Achieve

• Who Can Help or Support Me

HOW TO EXECUTE MY PERSONAL BRAND

PERSONAL BRANDING

1. HOW DO I DEFINE MY PERSONAL BRAND?• My Brand Personality• My Brand Value proposition• My Knowledge Skills, Expertise

and Talents• My own Vision, Mission and

Goals

2. HOW DO I WANT OTHERS TO CONNECT WITH MY PERSONAL BRAND?• How do I network?• Tips for networking• How do I expand my

networks through digital and online media.

3. HOW TO BE AUTHENTIC

4. HOW TO EXCECUTE MY PERSONAL BRAND

THE ENDThank you for your time!