meaning of branding - university of phayao · branding and 4-d branding asst. prof. dr. jusana...

Branding and 4-D Branding Asst. Prof. Dr. Jusana Techakana 1

Branding and Four Dimensions Branding Strategies

B r a n d M a n a g e m e n t A s s t . P r o f. D r. J u s a n a T e c h a k a n a

Brand: A perception resulting from

meaning of branding

experiences with, and information about, a company or line of products

Branding: The process of creating a brand image that engages the hearts

d i d fand minds of customers

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Branding and 4-D Branding Asst. Prof. Dr. Jusana Techakana 2

How Does Communication Work?

Communication:Creating and sending a message to an individual or organization

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How Brand Communication Works

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Branding and 4-D Branding Asst. Prof. Dr. Jusana Techakana 3

Source EncodingEncodingSource

Brand Communication

Decoding

Messages

Channels

Feedback

Decoding Channels

Messages

Media

g

Receiver Noise

g

Receiver Noise

B r a n d M a n a g e m e n t A s s t . P r o f. D r. J u s a n a T e c h a k a n a

Even Scent Serves as a Message For a Brand

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Branding and 4-D Branding Asst. Prof. Dr. Jusana Techakana 4

Starbucks : The Passion Brand

B r a n d M a n a g e m e n t A s s t . P r o f. D r. J u s a n a T e c h a k a n a

Transform customers’ coffee tastesTransform customers’ coffee tastes

Starbucks : The Passion Brand

Challenge:Challenge:

Branding Program featuring:• Convenient locations• “Baristas” employee ambassador

concept• Connection to local

community/charities

Branding Program featuring:• Convenient locations• “Baristas” employee ambassador

concept• Connection to local

community/charities

Answer:Answer:

yy

• Global growth• Although a challenge in some regions• $4 Billion in sales

Results:Results:

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Branding and 4-D Branding Asst. Prof. Dr. Jusana Techakana 5

Insight: Products As Media

Product themselves—both goods and services—also perform as media because they carry brand messages. •Brand Name•LogoId tit•Identity

•Attributes•Performance

B r a n d M a n a g e m e n t A s s t . P r o f. D r. J u s a n a T e c h a k a n a

Think About It

• This Coke machine charges more on a hot day.

• Would this change the way you thinkthe way you think about Coke?

B r a n d M a n a g e m e n t A s s t . P r o f. D r. J u s a n a T e c h a k a n a

Branding and 4-D Branding Asst. Prof. Dr. Jusana Techakana 6

What Does “Branding” Mean?

Branding: The process of creating a brand image that engages the hearts and minds of customers

B r a n d M a n a g e m e n t A s s t . P r o f. D r. J u s a n a T e c h a k a n a

Functional DimensionFunctional Dimension

Brand Mind Space

MentalDimension

SocialDimension

MentalDimension

SpiritualDimensionSpiritual

Dimension

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Branding and 4-D Branding Asst. Prof. Dr. Jusana Techakana 7

4 - D BRANDING

The Functional Dimensionconcerns the perception of benefit of the product or service associated with the brand. (What does the brand do?)

B r a n d M a n a g e m e n t A s s t . P r o f. D r. J u s a n a T e c h a k a n a

4 - D BRANDING

The Mental Dimensionconcerns the ability to support the

individual mentally. (What is the value of the brand?)

B r a n d M a n a g e m e n t A s s t . P r o f. D r. J u s a n a T e c h a k a n a

Branding and 4-D Branding Asst. Prof. Dr. Jusana Techakana 8

4 - D BRANDING

The Social Dimensionconcerns the ability to create identification with a group. (Who am I when I consume the brand?)

B r a n d M a n a g e m e n t A s s t . P r o f. D r. J u s a n a T e c h a k a n a

4 – D BRANDING

The Spiritual Dimensionconcerns the perception of global or local responsibility. (What does the brand contribute to the society or the world?)

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Branding and 4-D Branding Asst. Prof. Dr. Jusana Techakana 9

Opening Case: Starbucks Brand Mind Space

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Opening Case: Starbucks Brand Mind Space

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Branding and 4-D Branding Asst. Prof. Dr. Jusana Techakana 10

Opening Case: Starbucks Brand Mind Space

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Opening Case: Starbucks Brand Mind Space

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Branding and 4-D Branding Asst. Prof. Dr. Jusana Techakana 11

Nike Brand Mind Space

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Nike Brand Mind Space

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Branding and 4-D Branding Asst. Prof. Dr. Jusana Techakana 12

Nike Brand Mind Space

B r a n d M a n a g e m e n t A s s t . P r o f. DB r a n d M a n a g e m e n t A s s t . P r o f. D rr. J u s a n a T e c h a k a n a. J u s a n a T e c h a k a n a

Nike Brand Mind Space

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Branding and 4-D Branding Asst. Prof. Dr. Jusana Techakana 13

Adidas Brand Mind Space

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Adidas Brand Mind Space

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Branding and 4-D Branding Asst. Prof. Dr. Jusana Techakana 14

Adidas Brand Mind Space

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Adidas Brand Mind Space

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Branding and 4-D Branding Asst. Prof. Dr. Jusana Techakana 15

Virgin Brand Mind Space

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Virgin Group Brand Values

• Fun = enjoyment and humor, not offensive and incompetentj y , p

• Value for Money = Simple, not cheap

• Quality = Attention to detail, not expensive for the sake of it

• Innovation = challenging convention, not different for the sake of being different

• Competitive Challenge = responding to consumer needs, t b i i l tnot being irrelevant

• Brilliant Customer Service = empowered, not unprofessionalpeople

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Branding and 4-D Branding Asst. Prof. Dr. Jusana Techakana 16

Virgin Brand Mind Space

“The men who are going to be in business tomorroware the men who understand that the future as always,

belong to the brave”

B r a n d M a n a g e m e n t A s s t . P r o f. B r a n d M a n a g e m e n t A s s t . P r o f. D D r. J u s a n a T e c h a k a n ar. J u s a n a T e c h a k a n a

Virgin Brand Mind Space

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Branding and 4-D Branding Asst. Prof. Dr. Jusana Techakana 17

Virgin Brand Mind Space

B r a n d M a n a g e m e n t A s s t . P r o f. D r. J u s B r a n d M a n a g e m e n t A s s t . P r o f. D r. J u s a na n a T e c h a k a n aa T e c h a k a n a

IKEA Brand Mind Space

B r a n d M a n a g e m e n t B r a n d M a n a g e m e n t A s s t . P r o f. D r. J u s a n a T e c h a k a n aA s s t . P r o f. D r. J u s a n a T e c h a k a n a

Branding and 4-D Branding Asst. Prof. Dr. Jusana Techakana 18

IKEA Brand Mind Space

B r a n d M a n a g e m e n t B r a n d M a n a g e m e n t A s s t . P r o f. D r. J u s a n a T e c h a k a n aA s s t . P r o f. D r. J u s a n a T e c h a k a n a

IKEA Brand Mind Space

B r a n d M a n a g e m e n t B r a n d M a n a g e m e n t A s s t . P r o f. D r. J u s a n a T e c h a k a n aA s s t . P r o f. D r. J u s a n a T e c h a k a n a

Branding and 4-D Branding Asst. Prof. Dr. Jusana Techakana 19

IKEA Brand Mind Space

B r a n d M a n a g e m e n t B r a n d M a n a g e m e n t A s s t . P r o f. D r. J u s a n a T e c h a k a n aA s s t . P r o f. D r. J u s a n a T e c h a k a n a

Brand Touchpoint

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Branding and 4-D Branding Asst. Prof. Dr. Jusana Techakana 20

Touchpoints

Company CreatedCompany Created(Planned Messages)

TouchpointTouchpointTypesTypes

g

IntrinsicIntrinsic(Product Messages , The Interaction with

Brand during the Process of Buying or Using the Brand )

CustomerCustomer‐‐InitiatedInitiated(An interaction that occurs

whenever a customer contacts a company)

Super Brand Manager 39/14Brand Management 39/40

UnexpectedUnexpected(Unplanned Messages : Word-of-mouth

,Personal Communication between Stakeholder: third-party credibility)

Branding and Four Dimensions Branding Strategies

B r a n d M a n a g e m e n t A s s t . P r o f. D r. J u s a n a T e c h a k a n a

T H E E N DT H E E N DT H E E N DT H E E N D