Branding and Brands

1
Branding and Brands

• Introduction to Comm 450

2
Introduction

• What do brands mean to you?
• What are your favorite brands and why?
• How do your perceptions of brands differ from
  those of others?
• Can you think of anything that cannot be branded?
  What?

3
What is a Brand?

• From the Norse brand's which means to burn
• AMA says a brands is a name, term, sign, symbol
  or design intended to identify goods and services
  and to differentiate them from the competition

4
What distinguishes a product from a brand?

• A product is any entity offered to a market for
  attention, acquisition, use or consumption that
  might satisfy a need or want (Kotler 2000)
• A brand is the sum total of consumers
  perceptions and feelings about the products
  attributes and how they perform, about the brand
  name and what is tends for, and about the company
  associated with the brand (Achenbaum 1993)

5
Why do brands matter?

• To consumers
• Identification of source of product assignment
  of responsibility to product maker risk reducer
  promise, bond or pact with the maker symbolic
  device signal of quality
• To organizations
• Means of identification to simplify handling, of
  legally protecting features, signal of quality
  level, way to endow product with unique
  associations, source of competitive advantage

6
Challenge to Brand Builders

• Mature markets
• More sophisticated and increasing competition
• Difficulty in differentiating
• Decreasing brand loyalty in many categories
• Growth of private labels

7
More challenges

• Increasing trade power
• Fragmentation of brand franchises
• Fragmented media
• Short-term performance orientation
• Increasing promotional expenditures
• Decreasing advertising expenditures

8
Development of Marketplace Power

• Historical Marketplace - Manufacturer controls
  all communications (Pfizers Viagra)
• Current Marketplace - Distribution channel
  controls communications (Home Depot)
• 21st Century Marketplace - Consumer control
  through technology

9
Integrated Brand Communications (IBC)

• Consumer behavior
• Consumer research
• Budgeting
• Mass media

• Public relations
• Sales promotion
• Direct marketing
• Media planning

10
Asset resources

• Tangible Assets
• Land
• Fixtures
• Buildings
• Machinery
• Investments
• Cash

• Intangible Assets
• Rights
• Privileges and advantages
• Brands

11
Brand Development

• Brand Contacts
• Experiences with the brand
• Contributors to brand image

• Brand Messages
• Ideas
• Icons
• Symbols
• Colors

What contacts can consumers make with a
department store? A catalog sales company? Your
mobile service?
12
Brand Associations and Networks

• Associations are made from memory
• What associations do you have with Levis?
  Mercedes? Toyota?
• Swatch?

• Networks structure the creation of memories
• What structures are in place to create meanings
  for the brand McDonalds?

13
Brand Development

• Brand Contacts
• Experiences with the brand
• Contributors to brand image

• Brand Messages
• Ideas
• Icons
• Symbols
• Colors

What contacts can consumers make with a
department store? A catalog sales company? Your
mobile service?
14
Brand Associations and Networks

• Associations are made from memory
• What associations do you have with Levis?
  Mercedes? Toyota?
• Swatch?

• Networks structure the creation of memories
• What structures are in place to create meanings
  for the brand McDonalds?