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.
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