Designing Brand

BRAND

brand

A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. www.scottmcnealy.com/businessplanning/GlossaryProductDevelopmentTerms.htm

A name, number, term, sign, symbol, design

or combination of these elements that an organization uses to identify one or more products. www.bcbstx.com/glossary/

A design, mark, symbol or other device that distinguishes one line or type of goods from those of a competitor. www.powerhomebiz.com/Glossary/glossary-B.htm

A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item ,a family of items, or all items of that seller. www.pdmamn.org/NPD%20Glossary.htm

That combination of name, words, symbols, or design that identifies the product and its source and distinguishes it from competing products-the fundamental differentiating device for all products. (Ch. 5, 6) highered.mcgraw-hill.com/sites/0072415444/student_view0/glossary.html

a mark or symbol identifying or describing a product and/or manufacturer, that is embossed, inlaid or printed. www.nahad.org/ihag/section_2.htm

A noun. A proper noun that is attached to an individual, a firm, a product or a service. Any proper noun may be a brand. Any individual or firm is a brand. A successful brand offers differentiating values for buyer appreciation. www.jaffeassociates.com/JaffeNews/00BrandGlossary.html

The Clicquot brand, etc., the best brand, etc. That is the merchant's or excise mark branded on the article itself, the vessel which contains the article, the wrapper which covers it, the cork of the bottle, etc., to guarantee its being genuine, etc. Madame Clicquot, of champagne notoriety, died in 1866. He has the brand of villain in his looks. It was once customary to brand the cheeks of felons with an F. The custom was abolished by law in 1822. www.bootlegbooks.com/Reference/PhraseAndFable/data/171.html

jargon for those things associated with a product name, such as the image or concept in customers' minds about what it means to them www.journalism-school.com/fgloss.htm

Umbrella term applied to everything from a name or logo, to the overall reputation of an organization or product. www.landreyco.com/exp_glossary.html

a name given to a product or service www.cogsci.princeton.edu/cgi-bin/webwn

a recognizable kind; "there's a new brand of hero in the movies now"; "what make of car is that?" www.cogsci.princeton.edu/cgi-bin/webwn

A unique and identifiable symbol, association, name or trademark

which serves to differentiate competing

products or services. Both a physical and emotional trigger to create a relationship between consumers and the product/service. www.allaboutbranding.com/index.lasso

A name, number, term, sign, symbol, design, or combination of these elements that an organization uses to identify one or more products. www.healthadvantage-hmo.com/customer_service/terms.asp

a trademark or trade name that identifies a product, a distributor, a producer or a manufacturer. www.abc.net.au/eightdays/glossary/default.htm

Product identification by word, name, symbol, design, or a combination of these. www.fluidcommunications.biz/marketing/marketing_definitions.htm

A brand is a mixture of attributes, tangible and intangible, symbolised in a trademark, which, if managed properly, creates value and influence. "Value" has different interpretations: from a marketing or consumer perspective it is "the promise and delivery of an experience"; from a business perspective it is "the security of future earnings"; from a legal perspective it is "a separable piece of intellectual property." Brands offer customers a means to choose and enable recognition within cluttered markets. www.hidp.org/programmer/glossary.html

A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. www.shapetomorrow.com/resources/b.html

A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. p. 269 users.wbs.warwick.ac.uk/dibb_simkin/student/glossary/ch09.html

A printed symbol of ownership that a company hopes consumers will associate with quality. www.jscfcu.org/kidglossary.htm

What is Brand?

“I don’t know who you are.I don’t know your company.I don’t know your company’s products.I don’t know what your company stands for.I don’t know your company’s customers.I don’t know your company’s reputation.Now - What was it you wanted to sell me?”

McGraw-Hill Magazine Ad

This is a logo

• AKA a “mark”• Not a brand…

brand is more

Brian Collins says…

• A brand is a symbol that makes a promise of an experience

• Pirates uses pirate flags to promise pillaging.

• Customers recognize this promise and flee or surrender.

David Aaker says

A mental box with• Advertisements• PR• News articles• Product

experiences• Customer

experiences

Brand and the User Experience

Hugh Dubberly’s Model of Brand

Creating a good customer experience is the essence of good branding

What is a brand?

Strawman: A collectively held idea of a company by its customers in reaction to the messages the company sends via advertising, product design and public relations.

What is Brand Identity?

Brand Identity is the unique set of brand associations that the brand strategist aspires to create or maintain. These associations represent what the brand stands for and imply a promise to customers for the organization members.

Aspects of Brand

• BRAND IMAGE– How the brand is now perceived

• BRAND IDENTITY– How strategists want the brand to

be perceived

• BRAND POSITION– The part of the brand identity and

value proposition to be actively communicated to a target audience

Brand Management

Brand Identity

Brand Position

Brand Image

Strategy

Messaging

Results

Brand Strategist

Marketing, PR, Product

Customers & Potential customers

Brand Management

Popular, fun, goofy

expressive

Do you Yahoo?

Strategy

Messaging

Results

Brand Strategist

Marketing, PR, Product

Customers & Potential customers

Audience: Families

Message: it’s fun here

Audience: Teens, young adults

Message: We’re hip

Audience: Adults

Message: Treat yourself, don’t cook

You deserve a break today

Audience: Anyone

Message: Every eats here, must be good

Did these emerge from audience feedback, or strategy?

Internal & External

Walmart’s greeters

Ritz-Carleton's “how may we be of service?”

What’s going on here?

More than a Product

PRODUCTScope

AttributesQualityUses

OrganizationalAssociations

Country of Origin

User Imagery

Self-ExpressiveBenfits

EmotionalBenefits

Brand-customer Relationships

Symbols

Brand Personality

BRAND

Extended

Brand Identity Planning

core

Brand As Product

1. Product Scope

2. Product Attributes

3. Quality/Value

4. Uses

5. Users

6. Country

Brand as Organization

1. Organizational Attributes

2. Local vs. Global

Brand As Person

1. Personality

2. Brand-customer relationship

Brand As Symbol

1. Visual Imagery and metaphors

2. Brand Hreritage

Extended

core

Brand As Product

1. Search

2. Fast, comprehensive

3. “The best”

4. Find anything: research to fun

5. Everyone

6. International

Brand as Organization

1. Hardworking, fun, cult

2.Global view

Brand As Person

1. Honest, but playful.

2. Always there for you.

Brand As Symbol

1. Simple design, basic html. Logo is not sacred.

2. “old internet’

Extended

core

Brand As Product

1. ____________

2. ____________

3. ____________

4. ____________

5. ____________

6. ____________

Brand as Organization

1. ___________

2. ___________

Brand As Person

1.__________ ____________

2.__________

Brand As Symbol

1. __________

2. __________

YOU

From David Aaker’s Building Strong Brands. On Amazon

Consistency

What can be customized?

The Nature of Consistency

is how consistent must the property design be to keep the brand consistent?

Everything on brand

                                                                              

Brand checklist

1. I can clearly define my mission when asked: Why do I exist?2. I have a clearly defined promise for my customers.3. My brand has a personality.4. I have a tagline that communicates my brand promise in a memorable way.5. I have a logo that is simple and works (and I use it everywhere)6. I have mapped my promise and personality into my customer’s experience.7. I have defined new hiring criteria for all new employees.8. I have implemented training for new and existing employees.9. I am my brand.