branding in retail
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Symbolic meaning of BranHarsimran Singh Si
Karanpreet (THE BIRTHDKeshav
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Defining the Brand
What is the brands vision and aim?
What makes it different?
What need is the brand fulfilling?
What is its permanent nature?
What are its value or values?
What are the signs which make it recognizable?
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"A brand's cultural symbolism can be a liability or an asset,to harness it profitably, a manager needs to understandcultural symbolism of the potential extension categories uconsideration,"
Symbolic meanings of brands
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Six Facets of Brand Identity
1. A brand has physical qualities or a physique
What does it do?
What does it look like?
2. A brand has its own personality
Spokesperson or figurehead role
What brand would be if it were a person
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3. A brand has its own culture
Set of values feeding the brands inspiration
Country of origin
4. A brand has its own relationship
Exchanges between people and brand
Service sectors and retailers
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5. A brand is a reflection
Produces a reflection or image of the buyer or user
Different from target the describes brands potential buyer or u
Customer is reflected as s/he wishes to be seen from using the b
Consumers use brands to built their own identities
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6. A brand speaks to our self image
Self image is the targets own internal mirror
Attitude toward the brand fosters an inner relationship with sel
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Strategic Brand Analysis
Customer Competitor SelfAnalysis Analysis Analys
trends brand image/ imag
motivation identity brand unmet needs strengths/strategies streng
segmentation vulnerabilities organiz
value
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Brand Identity System
Brand as Product
Product scope
Product attributes
Quality/value
Uses
Users
Country of origin
Brand as Organization
Organization attributes
Innovation
Consumer concern
Trustworthiness
Local vs. global
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Brand as Organization
Brand as Person
Personality
Energetic
Rugged
Brand-customer relationships
Friend
Advisor
Brand as Symbol
Visual imagery and metapho
Brand heritage
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Consumers assign symbolic meanings to pro
Products symbolize more to individuals than just for basand even more than what advertisers hope to ascriproducts.
Products are essentially psychological things whichsymbolic of personal attributes and goals of social patterns
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Symbolic Brands
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Implications for Brand Strategy
Brands can be used as resource for self identity and social identconsumers. Symbolic consumption of brand establish &communicate fundamental cultural categories such as social staage, gender etc.
To fully concrete meaning of brand, mediated meaning derivedadvertising and promotion must be negotiated by lived experie
purchase and usage.
Some implications for brand strategy are :-
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Brands, Trust and Fragmentation
Prime feature of postmodern experience is fragmentation wheinherited self-identity e.g. from a family is no longer stable andsecure, but requires active construction.
Brands offer consistency in an ever changing world and thisreassurance is vital value in their added value.
As a human social relationship from consistency over time devepredictability, then dependability and eventuallyTRUST
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Brands and Deep Meaning
Brands and deep meaning is for those who develops relation wbrand. For them brands can evoke profound feelings of nostalg
E.g. Consumers buy brands which evokes memories of theirgrandparents or which instantly return us to the time and placechildhood.
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Mass Market brands Individual Meani
In ubiquity of brands, we live in a rich brandscape from which wmust select a personal brandscape in which to live.
In postmodern consumer culture individuals are engaged in aconstant task of negotiating meaning from lived and mediatedexperience as they endeavor to construct and maintain their ide
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Cultural Meaning System and Brands
Brands play important role of communicating with each other wthe cultural space. This is irrespective of age, gender, social groand social hierarchy.
Brands are used as signaling systems to create and send meanisocial differentiation and social integration.
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Semiotics and Brand Meanings
Crucial distinction in Semiotic Analyses of signs is between theSIGNIFIER and SIGNIFIED.
- Signifier: A brand name having no rights of its own but caacquire from pre existing meaning.
- Signified: Any meaning that can be associated with signif
E.g. advertising & packaging.
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Semiotics and Brand Meanings
Marketers understand this system through communication codesCodes - unspoken rules and conventions that structures sign system and lisigns to meanings.
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Brand-as-a-person
Sincerity Excitement
Competence
Sophistication
Ruggedness
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Brand-as-a-friend
Consumers form emotional attachment to a brand .
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Nostalgia
A preference towards experiences associated with objects that were m
when one was younger.
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Social Differentiation
Social Status. Branded fashion.
Concept of cultural capital.
Gender.
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Social Integration
BrandCommunities
Neo-tribes
Sub-cultures
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Brand communities
Based on set of structured relations between admirers of a bran Triangular relation between consumer, another consumer and t
brand.
Developing a customer-centric model.
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Neo-tribes
Inherently unstable Small-scale
Involve shared experience
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Sub-culture
Geography Age
Ethnicity
Class
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Aikido brands
Focuses not on offence but using enemys own energy to gaincontrol.
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Thank you