Branding: Developing a New Company Persona
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Transcript of Branding: Developing a New Company Persona
In today’s competitive world, a name must function as a total
messenger.
Naseem JavedNaming for Power
The primary focus of your brand message
must be on how special you are, not how cheap you are. The goal must be to sell the distinctive
quality of the brand.
Kerry LightBrand Strategist
rational aspects
emotional
aspects
what the product does for me
how I would
describe the
product
how the brand makes me feel
how the brand
makes me look
facts and symbols that support brand claims
brand personality
facts and symbols that support brand claims
brand personality
CORECORE
brand equity shifts the demand curve
demand for product when branded
demand for product when unbranded
quantity (share)
pri
ce
Brands help consumers cut
through the proliferation of
choices available in every product and service category.
Scott M. DavisBrand Asset Management
Image and perception help drive value;
without image there is no perception.
Scott M. DavisBrand Asset Management
emotionaldifferentiated
functionallydifferentiated
emotionalundifferentiated
functionallyundifferentiated
MARKETINGHYPE
BRAND
SUPERIORPRODUCT
COMMODITY
Long-term brand equity and growth depends on our
ability to successfully integrate
and implement all elements
of a comprehensive marketing program.
Timm F. CrullChairman & CEO of Nestle
positionipositioningng
positionipositioningng
personapersonalitylity
personapersonalitylity
presentpresentationation
presentpresentationation
relationshirelationshipsps
staff to staffstaff to staffstaff to staff to
customerscustomersstaff to staff to
other other stakeholdersstakeholders
relationshirelationshipsps
staff to staffstaff to staffstaff to staff to
customerscustomersstaff to staff to
other other stakeholdersstakeholders
branbranddvisiovisionncultuculturere
branbranddvisiovisionncultuculturere
A house of brands is like a family, each needs a role and a
relationship to others.
Jeffrey SinclairBrand Strategist
consumersconsumersconsumersconsumers
distributers/retailersdistributers/retailersdistributers/retailersdistributers/retailers
employeesemployeesemployeesemployees
shareholdersshareholdersshareholdersshareholders
opinion-formersopinion-formersopinion-formersopinion-formers
supplierssupplierssupplierssuppliers
marketing departmentmarketing departmentmarketing departmentmarketing department
sales departmentsales departmentsales departmentsales department
human resources human resources departmentdepartment
human resources human resources departmentdepartment
finance departmentfinance departmentfinance departmentfinance department
external affairs external affairs departmentdepartment
external affairs external affairs departmentdepartment
operations departmentoperations departmentoperations departmentoperations department
responsibility for organization brand
stakeholders
In the modern world brands are a key part
of how individuals define themselves and their relationships with
one another.
Sir Michael Perry
economic interestand impact
employeesshareholderssuppliersdistributorspartnerstrade unions
economic impact customerspressure groupsregulatorslegislatorscommunitiesmedia
organizatiorganizationon
organizatiorganizationon
employeesrewards and satisfaction
finance
pro
vid
ers
perf
orm
ance
com
munity
and
socie
ty
fair
treatm
ent
custo
mers
valu
e fo
r money
suppliers and
partners
fair treatment
1743175917691830183118501869187518861887moet & chandonwedgewoodgordon’s ginmcvitie’scadbury’slevi strauss & coheinzcolgatecoca-colajohnson & johnson
✓Gauge the organization’s understanding of ‘brand’.
✓What makes the organization’s brand promise distinct/differentiated? Is this meaningful to consumers?
✓Is the brand’s promise being consistently delivered by all members of an organization and its value chain partners?
✓Identify those ‘brand encounters’ that have impact with users. Do these add to the brand, detract from it, or have no effect?
✓Identify those people and activities that influence brand encounters. Are these being managed to clarify and strengthen the brand?
✓Assess the brand from the perspective of each stakeholder. Is it being managed positively for each stakeholder?
ORANGE BRAND VALUES
TRANSLATION TO SHAREHOLDERS
SHAREHOLDERS CONSUMERS EMPLOYEES
HONEST keeps promises open and fair open and fair
STRAIGHT-FORWARD
simple and clear simple and clearspeed and
results
FRIENDLYconfident and
trustedtrusted partner
responsible people
DYNAMICinnovative and
energeticinnovative
innovative and exciting
REFRESHINGbright and customer focused
delights customers
delights customers