Building A Premium Palette For Your Brand
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17-Oct-2014 -
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Transcript of Building A Premium Palette For Your Brand
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What price Premium?w o r t h a n d v a l u e g r o w t h
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What makes a brand valuable?
Successful brands build associations that deliver these commercial benefits
I N C R E A S I N GT H E L I K E L I H O O D
that a consumerwill buy
I N C R E A S I N GH O W M U C H
consumerswill pay€
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Millward Brown’s new equity framework
Three key measures of brand equity that align to business outcomes
Premium
Pre-disposition to pay more fora brand
=PRICE INDEX
Potential
Pre-disposition to keep buyingthe brand in the future
=VALUE SHARE GROWTH
Pre-disposition to choose one brand over others
=VOLUME SHARE
Power
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Premium versus ‘Luxury’
• Premium can be defined in many ways. It is important to make a distinction between Premium and Luxury
• ‘Premium’ can be the ability to command a price premium in an otherwise mass market product category. Luxury is about scarcity and exclusivity.
• A few brands tap into status and ‘luxury’ but the majority of brands are seeking to command a premium (be ‘worth paying more for’)
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9.4
2.3
5.6
0.6
16.5
8.0
0.1
-8.0
Worth Paying MoreFor
Super Premium Low Price but GoodValue
Poor Value
Current Brand Strength Potential to Grow
‘Premium’ makes for strong brandsBrands that are ‘premium’ are more likely to be grow Premium Brands Examples
(from BRANDZ database )
Source : BRANDZ 2010‐2011; 60,000+ brands in over 200 categoriesWorth paying morr, Super Premium, Good Value, Poor Value are metrics from Millward Brown’s ValueD framework
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Close to 6 in 10 strong brands are perceived to deliver a Premium
6
48%
60%
34%
36%
36%
Distribution of Strong Brands on Premium
* STRONG BRANDS : Olympic, Classic, Specialist, Little Tigers; Above Average Voltage
5%
4%
5%
4%
6%
11%
37%
32%
38%
34%
39%
52%
29%
42%
31%
34%
21%
13%
29%
22%
25%
29%
34%
24%
GLOBAL
South America
North America
Europe
Asia
Africa
Poor Value Good Value Worth Paying More Super Premium
58%
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Authentic –Knows its "true north" and is committed to this idealQuality – Is consistent and shows obsessive attention to detailConfident – Projects a feeling of intrinsic worth
The DNA of a Premium brand
7 Source: What Makes Premium brands Premium? David Murphy, Lambesis
GENUINE
DESIRABLE
EXCLUSIVE* Mysterious – Draws us in deeper and reveals more to us over timeRare – A discerning choice, intriguing because it is uncommon
Sensual – Arouses our senses and feels indulgent. It is an experience. We want to touch it; we enjoy looking at it
* More True of Luxury brands
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How can a brand deliver ‘Premiumness’?
Brands deliver ‘Premiumness’ (worth paying more for) via a number of means – but often the starting point is product innovation and design
Use product innovation and design to build perceptions of premiumness
Premiumness
Innovation Association Communication
Use retail, events, celebrities and media to create
positive premium perceptions
Use cues symbolic of a premium brand in communications
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Delivering ‘Premiumness’ via Communication
How can we leverage communication to deliver cues of premiumness?
Use product innovation and design to build perceptions of premiumness
Premiumness
Innovation Association Communication
Use retails, events, celebrities and media to create
positive premium perceptions
Use cues symbolic of a premium brand in communications
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Building Premium cues : Messaging
10
EMOTIONAL CONNECT is vital
but showcasing functional difference is also important for durables and technology products
Samsung ‘incredible journey’
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Building Premium cues : Product
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Focus on FEATURES and INNOVATION rather than people USING the product
WHAT IT HAS , HOW IT WORKSfererro rocher ‘chef’
* INGREDIENTS and FORMULATION for packaged goods
EMOTIONAL CONNECT is vital
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Building Premium cues : Executional Cues
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Focus on FEATURES and INNOVATION rather than people USING the product
Bournville ‘bird’
EMOTIONAL CONNECT is vital
HUMOUR (while certainly entertaining) can actually detract from cues of premiumness
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Building Premium cues : Executional Cues
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Focus on FEATURES and INNOVATION rather than people USING the product
EMOTIONAL CONNECT is vital
Simply having a CELEBRITY in the ad doesn’t necessarily add to a premium image
a celebrity does need to be chosen very carefully to build the right associations
HUMOUR (while certainly entertaining) can actually detract from cues of premiumness
dr. dre and beats audio
dr. dre and 24 other endorsements
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Building Premium cues : Brand Cues
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Focus on FEATURES and INNOVATION rather than people USING the product
EMOTIONAL CONNECT is vital
Simply having a CELEBRITY in the ad doesn’t necessarily add to a premium image
HUMOUR (while certainly entertaining) can actually detract from cues of premiumness
Once you have developed Premium cues….STICK WITH THEM
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Ways to build Premium cues
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Focus on FEATURES and INNOVATION rather than people USING the product
EMOTIONAL CONNECT is vital
Simply having a CELEBRITY in the ad doesn’t necessarily add to a premium image
HUMOUR (while certainly entertaining) can actually detract from cues of premiumness
Once you have developed Premium cues….STICK WITH THEM
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What price Premium?w o r t h a n d v a l u e g r o w t h
For further information please contact:SHIV MOULEE
Chief Solutions OfficerAfrica, Middle East & Asia Pacific
Millward BrownCell +6591299487
Email: [email protected]