Brand

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Brand Corporate Identity
Lesley SargeantTuesday 11th July 2006
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Remember these
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Top 10 brands we love
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Top 10 brands we love

• Google
• Tesco
• Nokia
• eBay
• Persil
• Dell
• Coca cola
• Debenhams
• British Airways
• BBC One

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Top 10 brands we love why?

• Google innovation, simplicity, independent
• Tesco every little helps
• Nokia product quality, design technology
• eBay universal appeal, value for money
• Persil consistent message delivery gets whites
  whiter
• Dell affordable, high quality
• Coca cola category leader, heritage, billion
  budget
• Debenhams family appeal, good range
• British Airways patriotism, strong branding
• BBC One an institution, we own it

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Top 10 brands we hate
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Top 10 brands we hate

• Pot Noodle
• QVC
• Novon (Sainsbury's)
• McDonalds
• Tiny
• Fiat
• 3
• The Star
• Sunny Delight
• The Sun

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Top 10 brands we hate why?

• Pot Noodle aggressive niche targeted
  advertising
• QVC customer service, product quality
• Novon (Sainsbury's) a name, not a brand
• McDonalds rainforests, obesity, ubiquity
• Tiny customer experience
• Fiat build quality
• 3 ability to engage customer with the
  technology
• The Star editorial stance, marketing messages
• Sunny Delight nutritional benefits
• The Sun patronising editorial

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Car ads have strong product focus
Product brands the quality must match the
expectation
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Brands we love brands we hate
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Brands we love brands we hate
High street shop Marks Spencer TK
Maxx Fashion Next French Connection Car
Marques Ford Fiat Home Appliances Dyson Pifc
o Travel Companies Thomas Cook Saga Beauty
Products Olay Stella McCartney Charities Cance
r Research Christian Aid Football
Clubs Manchester United Manchester United
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What makes up a brand?

• A brand is not just
• A logo
• The product name
• The packaging and design
• The quality of the product
• The customer experience
• The things you read about
• The people that answer the phone
• It is all of these!

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Make the product the hero
Slogan the essence of the brand in one, short
memorable sentence.
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The power of personality
Personality what would it be like if the brand
were human?
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What else should I think about?
Values what does it stand for or against?
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Have a clear message
Taste/appearance what does the brand look like,
how does it speak, what does it wear?
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Stories brand stories explain what its about
and how it evolved.
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Emotional benefits what does the brand do for
its customers emotionally?
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Market research
Hard benefits what does the brand offer its
customers in tangible, quantifiable terms?
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• Brand evolution

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Brand revolution
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