Branding, Packaging, etc'

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Branding, Packaging, etc.

• Jim Barnes
• Chapter 9 Lederer Hill
• Bendapudi Bendapudi
• B8106 - October 29, 2007

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Brands and Branding

• Brand The essence of a company.
• An intangible, perceptual concept that resides in
  the minds of the consumer.
• The meaning a brand acquires over time is the
  result of performance and presentation, and is
  related to reputation and image.
• Brand Equity is the value that a brand adds to a
  product or service customers do pay more for
  recognized brands

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Brands and Branding

• Brand mark the part of the brand that appears
  in the form of a symbol, design, or distinctive
  colouring or lettering.
• Trademark legally protected brand because it
  has been used for some time by one company or
  organization.
• Many major brands are owned by large companies ?
  national brands or producer brands.
• Large retailers often have their own brands ?
  private labels.
• Some retailer brands become popular enough to
  achieve national brand status.
• Many consumers place as much trust in them as
  they do in national brands

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The Brand Pyramid
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Brands are not products. A brand is the
personality that animates a product, that brings
it to life in a thousand ways for the
customer.W. Barger Tygart, Former CEO, J. C.
Penney
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Today, you have a name. It will take some time
before you have a brand.Richard Mitchele,
Account Executive, Bristol Group
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The word brand is everywhere, to the point
where Disney chairman Michael Eisner calls the
term overused, sterile and unimaginative.The
Economist, 6 September 2001
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A brand is more than corporate identification or
the name of the firm. Its not what we sell
its who we are, what we stand for, and what we
mean to peopleJim Barnes, 2001
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The Brand is Everything

• Everything you ARE affects the brand
• Everything you DO affects the brand

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The Brand Journey
Brand Personality
Brand Meaning
Brand Equity
Brand Relationship
Brand Awareness
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Brand Equity

• the sum total of the value of the collective
  brand relationships

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Can you have a relationship with?

• Molson
• Heinz
• Loblaws
• Chanel
• Aliant
• Starbucks

• Oprah
• Fairmont
• Winners
• Honda
• Wal-Mart
• Nike

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The brand has functional and emotional components
or characteristics. Think about what it can do,
but also about how it makes the customer feel.
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The Risks of Changing a Name

• challenge is to salvage the brand equity
• demands a strategy to migrate the accumulated
  emotional equity to the new brand
• its more than a relaunch to reposition a
  Novartis, an Accenture, or The Source

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(Customers) are involved in relationships with a
collectivity of brands so as to benefit from the
meanings they add into their lives.Susan
Fournier, Harvard Business School
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Meaning in Brands

• customers understand what brands mean to them,
  what role they play in their lives
• some may mean little or nothing to some segments
  of customers
• to be successful, they have to be relevant and
  meaningful to certain segments
• they add meaning, help define the self

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Meaning in Brands

• we have shared experiences, history, memories and
  values
• we associate it with positive events
• it represents what we believe in
• we have a certain comfort level with it
• it represents an important part of our lives
• it feels just right for us

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What does a brand mean?

• what does it represent or stand for? how
  pertinent is it?
• what position does it occupy in customers lives?
  is it central?
• how would they talk about it?

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Brand Relationship

• in some cases its direct, as in the case of
  FMCG we interact with the product
• in other cases its more complex the product is
  a service and we interact with employees and
  increasingly with technology
• direct brand relationships need to be able to
  reach around to touch the customer

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Why Is It a Relationship?

• Its grounded in trust and reliability. Its
  admired and respected. Customers know they can
  count on it, rely on it. It becomes part of
  their lives.
• You cant go wrong with _____.

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Effective Brand Strategy

• without emotion, its just a name
• differentiate offer what others do not behave
  differently
• be relevant and meaningful offer value
• communicate effectively consistently send the
  right messages
• constantly deliver on the promise live up to
  their expectations and your billing

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Reaping the Rewards

• A solid brand relationship enables me to
  sell-through a higher percentage of inventory at
  full price.

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The Notion of FIT

• Implications for sponsorships, partnerships,
  endorsements, spokespersons, etc.

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Think of what we do...

• Is it RIGHT for the brand?
• Is it what our customers expect of us?
• Is this how we should behave?
• Need a set of BRAND FILTERS

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Why cant we be more like____?

• They stand for something values
• Theres a culture/feel to the brand
• Theres a clear and shared vision of what they
  stand for
• They are responsible and professional
• They are fun places to work
• There is pride in the company and brand
• They create experiences deliver solutions

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A Great Brand

• Exists and is defined in the minds of its
  customers to whom it means something special
• Understands its customers and its role in their
  lives and is a great listener
• Behaves differently and occupies a special place
  helps them accomplish things
• Is owned by each employee who lives the brand
  every day and acts as its custodian

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Packaging

• All of the activities involved in designing and
  producing the container or wrapper for a physical
  product.
• Services are also packaged.

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Packaging

• Why?
• Safety/utilitarian purpose
• Promotion
• Differentiation ? increase in sales and profits

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Packaging Strategies

• Change the package
• Package the product line
• Reuse packaging
• Multiple packaging

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Packaging of Services

• Bundling
• Promotion tangibilize

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Labeling

• The function of the label is to communicate ?
  image and functional information.
• Types of labeling
• Brand labels present the brand.
• Grade labels communicate quality levels.
• Descriptive labels provide information.

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Labeling

• There is often an issue over how much information
  the label should carry to protect the consumer.
• Much labeling legislation in Canada.
• Growing use of eco-labeling.

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Other Image-Building Features

• Product design and colour are often used to
  distinguish products from competing offerings.
• Quality levels are important for products and
  services to ensure customer satisfaction.
• Companies offer warranties on their products, and
  increasingly on services, to set themselves
  apart.
• Post-purchase service is a major
  satisfaction-building tool.