The ultimate brand@ax tantawy
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Transcript of The ultimate brand@ax tantawy
The Ultimate
Create Your own V1.0
@AxTantawy, The Ultimate Brand
This Ultimate model of branding, a term
often used in business, marketing and design.
@AxTantawy, The Ultimate Brand
We attempts to present a comprehensive model of brand. It is framed around four main ideas:
1) a brand is more than a name or symbol
2) creating a great customer experience is
the essence of good branding
3) perceptions of a brand can be measured
4) brands are a form of sign
@AxTantawy, The Ultimate Brand
Perception Experience Product
Brand
Name
Customer MIND
Brand Measurement
Symbol
individuals
@AxTantawy, The Ultimate Brand
More than a name or symbol
People speaking informally about brand
often use the term to mean the name or
symbol of a company. While this shorthand
is convenient, it misses an important truth.
A brand is at least two things:
a name and a perception of what the name means. Perception
Brand
Name
@AxTantawy, The Ultimate Brand
Creating a great customer experience
Of course, perception of a brand does not
arise on its own. Rather, it grows out of
experience with a product.
Experience means here any point at which
contact is made with a potential customer.
Perception experience Product
By controlling all the touch points, we try to ensure that customers have a
great experience and like it.
@AxTantawy, The Ultimate Brand
Perception Experience Product
Brand
Name
We are responsible for any item which comes into
contact with customers.
@AxTantawy, The Ultimate Brand
Lets start
@AxTantawy, The Ultimate Brand
Perception Experience Product
Brand
Name Symbols do not represent brands
directly; instead, symbols call to
mind the name of a brand which
in turn calls to mind an associated
perception
@AxTantawy, The Ultimate Brand
Symbol
• graphic
• trade dress
• spokesmen
• words
• sounds
Symbols can be “5 TYPES”
@AxTantawy, The Ultimate Brand
• graphic
• trade dress
• spokesmen
• words
• sounds
Symbols can be “5 TYPES”
@AxTantawy, The Ultimate Brand
• graphic
• trade dress
• spokesmen
• words
• sounds
Symbols can be “5 TYPES”
@AxTantawy, The Ultimate Brand
• graphic
• trade dress
• spokesmen
• words
• sounds
Symbols can be “5 TYPES”
@AxTantawy, The Ultimate Brand
• graphic
• trade dress
• spokesmen
• words
• sounds
Symbols can be “5 TYPES”
@AxTantawy, The Ultimate Brand
Perception Experience Product
Brand
Name Name can be:
1. existing words
2. coined words
3. abbreviations
4. hybrids
@AxTantawy, The Ultimate Brand
Symbol
Name
existing words
coined words
abbreviations
hybrids
1. Things (or ideas) 2. People (often founders) 3. Places (often of origin Ex: Dell, Ford, Masr insurance, Tala’t Mastafa
Name
existing words
coined words
abbreviations
hybrids
1. Things (or ideas) 2. People (often founders) 3. Places (often of origin Ex: Dell, Ford, Masr insurance, Tala’t Mastafa
1. analogous 2. Arbitrary Ex: Ampex, Compaq, Navistar, haircode
@AxTantawy, The Ultimate Brand
Name
existing words
coined words
abbreviations
hybrids
1. Things (or ideas) 2. People (often founders) 3. Places (often of origin Ex: Dell, Ford, Masr insurance, Tala’t Mastafa
1. analogous 2. Arbitrary Ex: Ampex, Compaq, Navistar, haircode
1. contractions 2. acronyms 3. Initials Ex: Fiberglas, Intel, Mobil, Wal-Mart
@AxTantawy, The Ultimate Brand
Name
existing words
coined words
abbreviations
hybrids
1. Things (or ideas) 2. People (often founders) 3. Places (often of origin Ex: Dell, Ford, Masr insurance, Tala’t Mastafa
1. analogous 2. Arbitrary Ex: Ampex, Compaq, Navistar, haircode
1. contractions 2. acronyms 3. Initials Ex: Fiberglas, Intel, Mobil, Wal-Mart
Ex: Bell Atlantic, Union Pacific
Perception Experience Product
Brand
Name
Brand Everything is a brand .
It can grow up from anything
@AxTantawy, The Ultimate Brand
Symbol
• Products : Pepsi, Mo’amen
• Services: Mobinil, Citigroup
• Organizations: GE, Mansour
• celebrities
– real people : Amr Diab
– fictional characters: Bakar
• Events: El-Tahreer
@AxTantawy, The Ultimate Brand
brands can grow out of:
• Products : Pepsi, Mo’amen
• Services: Mobinil, Citigroup
• Organizations: GE, Mansour
• celebrities
– real people : Amr Diab
– fictional characters: Bakar
• Events: El-Tahreer
brands can grow out of:
• Products : Pepsi, Mo’amen
• Services: Mobinil, Citigroup
• Organizations: GE, Mansour
• celebrities
– real people : Amr Diab
– fictional characters: Bakar
• Events: El-Tahreer
brands can grow out of:
• Products : Pepsi, Mo’amen
• Services: Mobinil, Citigroup
• Organizations: GE, Mansour
• celebrities
– real people : Amr Diab
– fictional characters: Bakar
• Events: El-Tahreer
brands can grow out of:
• Products : Pepsi, Mo’amen
• Services: Mobinil, Citigroup
• Organizations: GE, Mansour
• celebrities
– real people : Amr Diab
– fictional characters: Bakar
• Events: El-Tahreer
brands can grow out of:
• Products : Pepsi, Mo’amen
• Services: Mobinil, Citigroup
• Organizations: GE, Mansour
• celebrities
– real people : Amr Diab
– fictional characters: Bakar
• Events: El-Tahreer festival
brands can grow out of:
What about
Brand Measurement ???
@AxTantawy, The Ultimate Brand
Perception Experience Product
Brand
Name
Brand Measurement
@AxTantawy, The Ultimate Brand
Brand Measurement
Symbol
@AxTantawy, The Ultimate Brand
perceptions of a brand can be measured
and aggregated to give an overall view; perceptions can also be correlated to various audiences
Audiences may be segmented based on:
• Demographics
• Psychographics
• Technographics
• Interests
• Attitudes
• Usage of a product
@AxTantawy, The Ultimate Brand
@AxTantawy, The Ultimate Brand
Three terms in brand measurement
@AxTantawy, The Ultimate Brand
Three terms in brand measurement
position
measures of a brand in relation to other brands
@AxTantawy, The Ultimate Brand
Three terms in brand measurement
position reach
measures of a brand in terms of numbers of people affected
@AxTantawy, The Ultimate Brand
Three terms in brand measurement
position reach reputation
measures of a brand in terms of attributes that people assign to it
See more about
“Brand Measurement methodology” @slideshare.net/AbdulrhmanTantawy
@AxTantawy, The Ultimate Brand
Perception Experience Product
Brand
Name
Perception
@AxTantawy, The Ultimate Brand
Brand Measurement
Symbol
Perception Experience Product
Brand
Name brand perception is
the audience expectation
achieved by the brand’s management team;
sometimes thought of as brand image
@AxTantawy, The Ultimate Brand
Brand Measurement
Symbol
Perception Experience Product
Brand
Name
Brand perception developed
throw individuals
@AxTantawy, The Ultimate Brand
Brand Measurement
Symbol
individuals
Perception Experience Product
Brand
Name
individuals compare their needs with their expectation of one or
more brands in a category;
@AxTantawy, The Ultimate Brand
Brand Measurement
Symbol
individuals
Needs Expectation Which brand most closely matches their needs ??
@AxTantawy, The Ultimate Brand
VS
@AxTantawy, The Ultimate Brand
If match “purchase”
“Join” “adopt”
“use” “display”
Needs Expectation Which brand most closely matches their needs ??
VS
If match “purchase”
“Join” “adopt”
“use” “display”
if there’s not a match,
“they may look for new options or
modify their expectations”
Needs Expectation Which brand most closely matches their needs ??
VS
@AxTantawy, The Ultimate Brand
Are there any other factors influence individuals ??
@AxTantawy, The Ultimate Brand
What about the “external systems” !!
@AxTantawy, The Ultimate Brand
external systems play a role in shaping individual’s
values goals needs expectations
@AxTantawy, The Ultimate Brand
Next example of some External Systems we should consider
@AxTantawy, The Ultimate Brand
cultural systems such as
• language
• political systems
• economic structures
• available technologies
1
@AxTantawy, The Ultimate Brand
cultural systems such as
• language
• political systems
• economic structures
• available technologies
the physical environment such as
• natural resources
• weather
• disasters
1 2
@AxTantawy, The Ultimate Brand
cultural systems such as
• language
• political systems
• economic structures
• available technologies
the physical environment such as
• natural resources
• weather
• disasters
human needs such as
• physiological
• safety and security
• belongingness and love
• esteem
• cognitive
• aesthetic
• self-actualization
1 2 3
Perception Experience Product
Brand
Name
experience
@AxTantawy, The Ultimate Brand
Brand Measurement
Symbol
individuals
frustrate, satisfy or delight
Perception Experience Product
Brand
Name
while experience shapes perception
perception also shapes experience
@AxTantawy, The Ultimate Brand
Brand Measurement
Symbol
individuals
@AxTantawy, The Ultimate Brand
likewise an individual’s values, goals,
needs, and expectations also shape
perception of experience;
for example:
in a blind taste test Pepsi beat Coke
in a labeled test Coke beat Pepsi
Two Types of Experience
@AxTantawy, The Ultimate Brand
1. direct experience considering a purchase
visiting a point of sale purchasing a product
setting up the product using the product
maintaining the product displaying the product
@AxTantawy, The Ultimate Brand
2. indirect experience what friends say what experts say
what competitors say what the we say
e.g., ads, PR how others use the product
e.g., buy, display, etc. how others react
to display of the product
@AxTantawy, The Ultimate Brand
@AxTantawy, The Ultimate Brand
Contact
@AxTantawy, The Ultimate Brand
Contact
brand building begins at any point of contact with a potential customer
@AxTantawy, The Ultimate Brand
Contact
leaving any contact to chance creates a risk of a poor experience
brand building begins at any point of contact with a potential customer
Perception Experience Product
Brand
Name
Product
@AxTantawy, The Ultimate Brand
Brand Measurement
Symbol
individuals
Perception Experience Product
Brand
Name
product is used here in a broad sense
and incorporates the traditional four
Ps of marketing: product, price,
placement, and promotion
@AxTantawy, The Ultimate Brand
Brand Measurement
Symbol
individuals
Read more about product branding in
“The Magic of 4Ps” @slideshare.net/AbdulrhmanTantawy
@AxTantawy, The Ultimate Brand
OR
@AxTantawy, The Ultimate Brand
Product
Brand?
@AxTantawy, The Ultimate Brand
a product may be related to
more than one brand
@AxTantawy, The Ultimate Brand
But brand with only one perception…
@AxTantawy, The Ultimate Brand
Four types of
“product brand relationship”
employed where products change
frequently and must work together
IBM, Microsoft, Sony
1. under a homogeneous master brand 2. in a mixed brand family 3. in a heterogeneous brand system 4. as a co-brand
@AxTantawy, The Ultimate Brand
which may indicate confusion about strategy
General Motors’ brand family
Buick, Chevrolet, GM Truck, Saturn
1. under a homogeneous master brand 2. in a mixed brand family 3. in a heterogeneous brand system 4. as a co-brand
@AxTantawy, The Ultimate Brand
employed for commodities to increase
shelf space and sales
for example, Proctor & Gamble makes
both Tide and Cheer but does not identify them as coming from P&G
1. under a homogeneous master brand 2. in a mixed brand family 3. in a heterogeneous brand system 4. as a co-brand
@AxTantawy, The Ultimate Brand
1. simple co-brand Egypt Air - Star alliance
2. an ingredient brand Intel Inside on a Compaq Computer
3. a source brand Made in Japan
4. an confirmationbrand ISO-9002
5. a compatibility brand MacOS
1. under a homogeneous master brand 2. in a mixed brand family 3. in a heterogeneous brand system 4. as a co-brand
@AxTantawy, The Ultimate Brand
@AxTantawy, The Ultimate Brand
Perception Experience Product
Brand
Name
Customer MIND
Brand Measurement
Symbol
individuals
Reference
Tantawy Laptope
Dubberly Design Office, Hugh Dubberly
22 immutable laws of branding, Jack trout
acknowledgements
Omar Soliman
Mohamed Hassan Mabrouk
Mustafa Hamalawi
Martin Luther King