Integrated Marketing Communications

communications strategy branding

4

what is a brand?

“...a special relationship with customers, based on intangible qualities that evoke strong emotional responses. These might consist of a logo, a general look and feel, a tone of voice and the way a company interacts with its customers – but the whole should be much greater than the sum of the parts.”

a brand is something that creates…

CIM, 2010

“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.”

Godin, 2011

what is a brand?

a brand can be perceived as a product…

...that adds either rational and tangible dimensions (related to performance)

…or as a symbol......symbolic, emotional and intangible dimensions (related to what the brand represents)

Keller, 1997

what is a brand?

Fill, 2011, identifies that a brand has two main attributes…

intrinsic extrinsic

functional…designperformanceingredients/componentssize/shapeprice

meaning…valuebrand imageimages of stores where soldperceptions of users of the brand

what is a brand?

brand names need to be... memorable

likeable

adaptable

transferable

meaningful

protectable

brand names…

should be distinctive and able to differentiate

good brand names are easy to…

say

should be transferable across products, culture and countries

spell recall

brand constructs… a successful brand is built on six key elements…

innovation

added-value

good quality

communicative support

differentiation

De Pelsmaker et. al., 2007

internal support

brand characteristics…

functional… the abilities, the areas where it delivers, what it does

personification… it’s humanist elements… fun, bland, exciting, adventurous, caring, stylish

relationship building…creating a three-dimensional person or character

http://www.bestglobalbrands.com/2014/ranking/#?listFormat=sq

brand strategies…

to start with… do you need a brand name?

is it essential?

do you need to differentiate?

branding works best as a pull strategy

brand names…

manufacturer

productown-label

generic…synonymous?

brand strategies…

line extension

expand on variety of offerings

accommodate needs of new segments

react to successful competitive products

command the market

deter competitors

enhance the image of the parent brand

brand strategies…

brand extension…

existing brand into new product category

minimise risk of failure

risk of brand dilution

capitalise on image on reputation

incongruous product and brand can lead to failure without support

can capture greater market share in shorter time

brand strategies…

corporate brand

using the name of the company for all products

commonly used by banks and financial institutions

capitalise on reputation

fairly inflexible

brand strategies… multi-branding

different names for products or ranges in the same product category

allows finer segmentation and positioning through differentiation

easier to introduce new brands

brand strategies…

global branding

need the required global characteristics

similar approach to extension

localised branding

similar to multi-brand

brand portfolio...

all the brands and lines that an organisation possess

premium

the portfolio attempts to maximise market coverage via…

bastion

fighter

flanker

De Pelsmaker et. al., 2007

brand loyalty…

Brand friend

Satisfied buyer with switching costs

Satisfied/habitual buyer

Switchers/price sensitive

committed buyer

De Pelsmaker et. al., 2007

the future of branding? lovemarks

respect

love

sensuality

deep emotional connection

intimacy

mystery

http://pinterest.com/lovemarks/

the future of branding…

Brand narratives

…an ongoing story

using metaphors and myths we understand…

…and connect with…

…and develop emotional attachments to

Creates identity, publicity and profit

…but what makes a good story?

Brand story archetypes…passionate enthusiast

smart listener

likeable hero

little guy vs. big guy

inspired inventor

Cohen, 2012

brand narratives

What’s important here?

Theories of

…brands are highly influential in influencing behaviour

…brands have intrinsic and extrinsic factors attached to them…

…we can better understand these as functional (rational) and emotional factors

brands can be incredibly valuable and polarising

…a brand narrative helps us identify with the brand