Before you start the activities that communicate/promote your brand (branding), it's important to establish what your brand actually means; the type of product/service to which it adds value; what it stands for; its point of view and how -- and to what extent - - it really differs from other brands (establishing the brand). I'm in the UAE (Abu Dhabi) and interested in working in Training/Instructional Design. E:mail: orxil(at)yahoo.com
2. Brands run deep:
“Mythological symbols touch and
exhilarate centers of life beyond the
reach of vocabularies and coercion.”
- Joseph Campbell, Masks of God,
Vol. 4
3. What is a brand?
Multiple definitions. Multiple
perspectives. Multiple roles.
4. What is a brand?
“. . . the promise, the big idea, and
the expectations that reside inside the
head of each customer’s mind about a
product, service, or company . . .the
brand is shorthand. It stands for
something.”
- Alina Wheeler (2006)
5. What is a brand?
“. . . a set of mental associations,
held by the consumer, which add to
the perceived value of a product or
service.”
- Kevin Lane Keller (1998)
6. What is a brand?
“ . . . a brand is a concept . . . a brand
shapes and reflects our quest for
meaning.”“
- Bobby J. Calder (2005)
“ . . . a brand is a meaning system.”“
- Patrick Hanlon (2006)
8. What do brands do?
They remind us of a past product/service
experience. They communicate how we see
ourselves. Brands are fantasy. Escapism. A
brand is often just an umbilical cord to a
world elsewhere.
9. Brands represent the world as it ought to
be not how it is. Romanticism. Brands
represent values and ideals. They simplify
our day.
10. Brands help satisfy a need to belong to
something larger than ourselves. At the
same time, they help us express our
individuality.
Thanks to Rob Walker (2008) for this.
13. But . . .
hugely successful brands can also
Brands amount as the result of an
emerge simply to as much as
80% of a firm’s assets.
awesome product
- Economist (2008)
.
14. So let’s not take this branding thing too
Brands amount to as muchmediocre
far. Branding is no substitute for as
80% oflack of product innovation.
products or a a firm’s assets.
- Economist (2008)
16. Country of Origin & Stereotypes:
Chinese brands. Now we’re talking values,
trust and the relative attractiveness of
cultures.
17. What is culture?
“. . . the sum of a set of shared values.”
- Bradley Hall (2008)
“ . . . inherited ethical habit.”
- Francis Fukuyama (1995)
18. Individualism + Low Trust in China
Small firms. Family run at core.
Fragmented industries.
Destructive, subsidized competition.
Little cooperation. Few transnational firms.
Short-term thinking. Emergent Strategy.
20. What will this presentation
cover?
1. Why firms should establish a brand.
2. The steps in establishing a new brand.
3. A short list of recommended branding
books.
35. Dig deep for a position within an
existing category - or create a new
category or, better yet, a new
product!
36. “Healthy” or “organic” are no
longer brand positions or
differentiators. These are now
categories. Dig deeper if you want to
differentiate.
38. Categories diverge not converge
General Motors Models in 1955:
25
General Motors Models in 2005:
325
Source: The Machine That Changed the World (1990)
39. Brands and their Owners
Range Rover: Indian
French’s Mustard: British
Glenmorangie Scotch: French
Trader Joe’s: German
40. Diffuse Ownership
Brands are often part owned by
sovereign funds and private
equity groups from various
countries.
41. Some points to remember:
Brands cannot stretch very far
Customers buy brands not companies
Brand decisions are strategic
47. III: Physical Elements of the Brand:
Choose a logo or name mark
Choose a colour(s)
Choose a tagline
48. Final thought:
. . . we all think everyone else’s
shopping quirks are weird and irrational
- but that our own make perfect sense.
Rob Walker, New York Times Magazine
(2009)
49. The Origin of Brands, Al and Laura Ries
Brand Meaning, Mark Batey
Designing Brand Identity: A complete guide
to creating, building and sustaining strong
brands, Alina Wheeler
Brand Leadership, David Aacker and
Eric Joachimsthaler
The New Strategic Brand Management:
Creating and sustaining brand equity long
term, Jean-Noel Kapferer