Branding process

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Branding process

• Ulviyya Agayeva (Q34)

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What is a Brand?

• A brand is a name, term, sign, symbol, or design
  which is intended to identify the goods or
  services of one seller or group of sellers.
• Global brands include Facebook, Apple, Pepsi,
  McDonald's, Mastercard, Gap, Sony and Nike

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Brand

• A brand can take many forms, including a name,
  sign, symbol, color combination or slogan. For
  example, Coca Cola is the name of a brand make by
  a particular company. The word branding began
  simply as a way to tell one person's cattle from
  another by means of a hot iron stamp. The word
  brand has continued to evolve to encompass
  identity it affects the personality of a
  product, company or service. It is defined by a
  perception, good or bad, that your customers or
  prospects have about you.

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Brand elements

• Name The word or words used to identify the
  company, product, service, concept
• Logo The visual trademark that identifies the
  brand
• Tagline or Catchphrase "The Quicker Picker
  Upper" is associated with Bounty "Can you hear
  me now" is an important part of the Verizon
  brand.
• Shapes The distinctive shape of the Coca-Cola
  bottle or the Volkswagen Beetle are trademarked
  elements of those brands.

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Brand elements

• Graphics The dynamic ribbon is also a
  trademarked part of Coca-Cola's brand.
• Color Owens-Corning is the only brand of
  fiberglass insulation that can be pink.
• Sounds A unique tune or set of notes can
  "denote" a brand NBC's chimes are one of the
  most famous examples.
• Movement Lamborghini has trademarked the upward
  motion of its car doors.
• Smells Scents, such as the rose-jasmine-musk of
  Chanel No. 5 is trademarked.
• Taste KFC has trademarked its special recipe of
  11 herbs and spices for fried chicken.

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Basic Branding process and Steps

• Step 1 Problem
• Step 2 Information Search
• Step 3 Evaluation of Choices

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Step 1 Problem

• What are the needs and wants?
• Before brand messages can influence customers or
  prospects, brand messages must first get the
  attention of these customers and prospects.
• Selective perception is the process used to
  decide what is worthy of attention.

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Maslows Needs
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Safety and Security Needs

• We often see marketers use the safety need of
  Maslows Needs in automobile ads.

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Social Needs-Example
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Step 2 Information Search

• During the search for information, customers
  usually focus on the differences they perceive
  among competing brands.
• Brand awareness and brand knowledge are crucial
  here.
• Research shows that when customers see marketing
  communication that is relevant to them, they are
  more likely to pay attention and think about it.
• Two routes used in information searching
• Central Route
• Peripheral Route

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Step 3 Evaluation of Choices Cognitive
Responses

• A cognitive response involves reasoning,
  judgment, or knowledge.
• Six risks both consumers and businesses try to
  minimize
• Financial risk
• Performance risk
• Physical risk
• Psychological risk
• Social risk
• Time-loss risk

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The Key to Branding

• For branding strategies to be successful,
  consumers must be convinced that there are
  meaningful differences among brands in the
  product or service category.
• Consumer must not think that all brands in the
  category are the same.
• PERCEPTION VALUE

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Strategic Brand Management

• Strategic brand management involves the design
  and implementation of marketing programs and
  activities to build, measure, and manage brand
  equity.
• The strategic brand management process is defined
  as involving four main steps
• 1) Identifying and establishing brand
  positioning and values
• 2)  Planning and implementing brand marketing
  programs
• 3)  Measuring and interpreting brand performance
• 4)  Growing and sustaining brand equity

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Brand Mantras

• A brand mantra is an articulation of the heart
  and soul of the brand.
• Brand mantras are short three to five word
  phrases that capture the irrefutable essence or
  spirit of the brand positioning and brand values.
  
• Nike
• Authentic Athletic Performance
• Disney
• Fun Family Entertainment

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Keller Bes

• Be analytical Use frameworks of consumer
  behavior and managerial decision-making to
  develop well-reasoned communication programs
• Be curious Fully understand consumers by using
  all forms of research and always be thinking of
  how you can create added value for consumers
• Be single-minded Focus message on well-defined
  target markets (less can be more)
• Be integrative reinforce your message through
  consistency and cuing across all communications

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Keller Bes

• Be creative State your message in main
  fashion use alternative promotions and media to
  create favorable, strong
• Be observant Monitor competition, customers,
  channel members, and employees through tracking
  studies
• Be realistic Understand the complexities
  involved in marketing communications
• Be patient Take a long-term view of
  communication effectiveness to build and manage
  brand equity