450 ch11
TRANSCRIPT
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Branding Strategies
Design and Implementation
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Brand hierarchy
The means of summarizing the branding strategy by displaying the number and nature of common and distinctive brand elements across the firm’s products. Involves ordering and ranking all brands across products.
DupontIngredient brands Corporate brandsStainmaster, Lycra automotive; flooringTeflon, Dacron
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Kapferer’s branding system
• Product brand - exclusive name to single product (Tide, Dash)
• Line brand - same concept across different products (VW)• Range brands - one name on group of products having
same ability (Green Giant)• Umbrella brand - supports products in different markets
(Canon cameras, copiers, office equip• Source brand - products directly named (CK clothing,
cologne)• Endorsing brand - wide diversity of products under
product, line brands or range brands (GM)
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Brand Elements Simplified
• Corporate brand - Ford
• Family brand - Explorer
• Individual brand - Sport
• Modifier - Edie Bauer model
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Corporate brand equity
A response by consumers, customers and all publics to words, actions, communications, products and services provided by a brand entity.
Corporate image dimensions - Dupont1. Common product attributes (quality, innovation)2. People and relationships (customer orientation)3. Values and programs (environment, social
responsibility)4. Corporate credibility (expertise, trust, likability)
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Branding
• Corporate dominant - company brand, house brand (Trader Joe’s)
• Mixed brands - dual, endorsed (Kellogg Cherrios)
• Brand dominant - single, furtive (company not disclosed such as LA Times)
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Designing hierarchy and strategy
Strategy involves decisions and principles relating to
• Number of levels of hierarchy
• Desired brand awareness and image at each level - relevance and differentiation
• Brand element combinations - prominence
• Brand element linkages - commonality
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Corporate product relationship categories
1. Single entry - Federal Express2. Brand dominance - Philip Morris makes no
connection with Marlboro3. Equal dominance - separate images; GM, Buick
Riviera, Buick Electra)4. Mixed dominance - Bosch on some Blaupunkt
w/o Bosch5. Corporate dominance - Xerox name on all
products
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Corporate Advertising
Using Advocacy to Deliver Institutional Messages
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Objectives of corporate campaign
• Build awareness of company and business• Create favorable attitudes and perceptions• Link beliefs that can be leveraged by
product-specific marketing• Make a favorable impression on financial
community• Motivate employees• Influence public opinion on issues
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Images for the Long Haul
• Messages to change consumer attitudes
• Messages to change brand perceptions
• Environmental, humanitarian, cultural and health focus
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PR Function
• Assess public attitudes through research
• Determine objective
Build favorable attitude
Change negative attitude to positive one
Maintain positive attitude
• Develop strategy
Produce corporate advertising campaign
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McDonald Corporation
• Product advertising sells burgers
• Corporate advertising advocates caring for young cancer victims
• Ronald McDonald House serves parents
• Caring message, health focus
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Corporate Ad Objectives
• Awareness
• Familiarity
• Positive associations
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Awareness
• Brand recognition
• Brand recall for purchase intention
• Brand image creation
• Visa sponsorship of the Olympic Games
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Familiarity
• Builds a comfort zone
• Brand switching
• Brand usage and brand stories
• Brand loyalty
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Associations
Creates favorable brand image through goodwill using:
• Sponsorships: arts (Phone), sports (Nike), health (J&J)
• Advocacy: environment (Body Shop), disease prevention (Dupont), minority education (Hilton)
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Target Corporate Publics
• Pressure groups
• Politicians
• Shareholders
• Media
• Employees
• Consumers
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Umbrella Strategy
Red Cross
Problem: Perception of fund misuse from Bali, US terrorist bombings
Objective: Convince publics that Red Cross comes to the aid of the world’s needy
Strategy: “We’re there for you” campaign
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Brand as Philosophy
• Benetton social issues campaign
• AIDS awareness (buttock w/brand +)
• Discrimination (black baby nursing white breast)
• Capital punishment (prisoners sentenced to death)
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Benetton Debate
• Selling sweaters on the misery of others?
• Encourage debate through shock?
• Illuminate or trivialize issues?
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Problem Solving: Chevron
• Problem: Poor public perception
• Objective: Change public attitude
• Strategy: Advertise corporate responsibility
• Tactics: TV and print advertising
• Message: Chevron cares about the environment
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People Do Campaign
• Protecting the earth’s natural resources important
• Chevron values a commitment to environmental protection
• Anecdotal vignette tactics
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People Do Theme
• Tiny sea turtles move along sand toward ocean• Voice over “In a race to survive, instinct and
moonlight guide newborn sea turtles. Do people make certain that the only light is the one that leads home? People Do.”
• Ad further explains how Chevron is saving turtles my concealing light from nearby gas operations so they can make it to the water.
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People Do Message
Chevron is:
• A defender of the environment
• A champion of endangered species
• A lovable, eco-friendly corporation saving infants of the animal kingdom
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Greenwashing?
• Diverting consumers from harmful effects of corporation on the planet
• Cost of advertising vs. actual environmental cleanup programs
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Greenwashing Brands: Coke• Sponsor of American Recycles Day
• Promise to use recycled content in plastic soda bottles
• Project abandoned as economically unsustainable
• Plastic recycle prices plunged, adds to daily landfill
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Greenwashing: Weyerhaeuser
• World’s largest private owner of timber• Clear-cut 4 million acres of forests for paper• Corporate advertising campaign message
says it will “replace natural resources” by planting 40 million seedlings
• “We’ll never run out of trees.”
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Greenwashing: Mobil Oil
• Helping the earth breathe easier campaign• Focus on financial support for environmental
groups• Cover-up - Mobil has done nothing to prevent
global warming from refinery toxins
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Greenwashing: Royal Caribbean Cruise Lines
• Ads feature stunning views of spectacular settings in “Save the Waves” campaign
• Actual fines for dumping waste oil and toxins into US waters
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Nike Campaign for Pre-teen Girls
If you let me play sports…
I will like myself more
I will have more self-confidence
I will be 60% less likely to get breast cancer
I will leave a man who beats me
I will not get pregnant before I want to
I will learn what it means to be strong
Just do it.
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Cognitive Dissonance
• Knocks viewer off balance with image of preteen girls discussion adult subjects
• Poor and minority groups stereotyped
• Nike proposes a solution to restore the viewer to balance: let me play in Nike apparel
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Public Service?
• Is the campaign for a worthy cause?
• Why preteen girls and not boys?
• Does Nike portray women as more vulnerable than they are to sell clothing?