brand image exercisedevelopment of brand snapshot today
introduction
marketing
vision
collage
introduction
name
position/department
length of service in this company
your dreams as a marketing professional
additional information
marketing professionals
attitudeconcentration
effort
whybrand image
exercise?
first, there was the era of craftsmanship.marketing was natural. take a baker and his customers.
the baker had a personal relationship and a daily dialogue with them. it wasn’t just about the product, it was about the experience - the smell of bread and seeing the baker prepare his products. there was a shared context between the producer and the customer, because they all lived in the same village and went to the same church.
then, the era of industrialization came.marketing became unnatural. the bakery turned into a factory, the village became a town.
the factory didn’t have a relationship with its clients. there was no dialogue between them. it was just about the product, two choices of bread on anonymous shelves. there was no shared context between the producer and the customer because they lived in a different part of town and did not connect in any way.
now, we are in the marketing era.interestingly, new marketing techniques are not about innovation. they are about going back to basics.
brands try to maintain personal relationships with their clients. they are slowly getting used to consumer dialogues. marketers try to create experiences by not just offering products, they also try to create a shared context with consumers. they want the product to be a part of the ‘online villages’ that social media created.
however, brands often forget one important thing about the baker - the essential part, the question he always asked each of his customers: what can I do for you?
this exercise is about that question.
what is brand? and what brand is not
the personification of an organization, product or
service mission statement the source of a
promise to the customer logo/slogan a set of association that enhance or detract from related
product or service product or service the main source of emotional connections with
customers advertising something that should drive the design of the total customer
experience trade marks the single idea or concept imbedded in the mind of the
customer
robert blanchard former P&G executive
“a brand is the personification of a product, service, or even an entire company. like any person, a brand has a physical body:
in P&G’s case, the products and/or services it provides ….. like a person, a
brand must mature and change its product over time. but its character, and core
beliefs shouldn’t change.”
idris mootee strategy consultant
“like human beings, all brands are born equal. the trick is the same, to prove one isn’t. branding is the art and science of identifying and fulfilling human physical and emotional needs by capturing their attention, imagination and emotion.”
philip kotler kellogg
“the art of marketing is the art of branding. if you are not a brand, you are a commodity. then price is everything and the low-cost
producer is the only winner.”
brand image a part of brand strategy
“brand image is a reflection of how the brand is perceived by the key constituents.”
emotional benefits
functional benefits
attributes
product, service, and emotive characteristics human characteristics
associations brand personality
brand image incorporate multiple levels of associations
emotional benefits
functional benefits
attributes
features or processes that must be demonstrated to
customers
the functional benefits customers receive
most meaningful & most difficult to imitate, but
hardest to deliver
easiest to deliver, but least meaningful & most
easily imitated
the emotional & self-expressive benefits customers receive
brand image analysis
emotional benefits
functional benefits
attributes
aspire to be the bestbe your best. be like tiger or mj
enhanced performancerun faster, jump higher, walk longer
high-tech shoes and gearscientifically designed shoes and
gear with the latest materials
NIKE’s associations
brand personality is the set of human characteristics associated with the brand
age
personality type
appearance
values
likes/dislikes
gender
size
ethnicity
intelligence
socioeconomic class
educationmost importantly, what they do.
brand image analysis comparison of brand personalities
sophisticated
successful
well-dressed
exciting
cultured
30s – 40s
what do they do?
fun
stylish
carefree
cool
modern
20s – 30s
LEXUS VOLKSWAGEN
exercise: brand image of your company
construct the associations and personality for your company and its competitors
exerciseobjectives
do it on your own select a competitor brand to include in your analysis define the brand associations and brand personality for your
company and the competitor
directions
15 minutes to draft 10 minutes to present the associations and personality of each
brand questions & answers as time permits
exercisetiming
thank you