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



How Does Communication Work?

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


How Brand Communication Works



Source EncodingEncodingSource

Brand Communication

Decoding

Messages

Channels

Feedback

Decoding Channels

Messages

Media

g

Receiver Noise

g

Receiver Noise


Even Scent Serves as a Message For a Brand



Starbucks : The Passion Brand


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:



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


Think About It

• This Coke machine charges more on a hot day.

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



What Does “Branding” Mean?

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


Functional DimensionFunctional Dimension

Brand Mind Space

MentalDimension

SocialDimension

MentalDimension

SpiritualDimensionSpiritual

Dimension



4 - D BRANDING

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


4 - D BRANDING

The Mental Dimensionconcerns the ability to support the

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



4 - D BRANDING

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


4 – D BRANDING

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



Opening Case: Starbucks Brand Mind Space

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





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. 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 uJ u s a n a T e c h a k a n as a n a T e c h a k a n a


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


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. B r a n d M a n a g e m e n t A s s t . P r o f. DD 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


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 r. J u s a n a T e c h a k a n aD r. J u s a n a T e c h a k a n a



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


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


Adidas Brand Mind Space

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


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



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




Virgin 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 A s s t . P r o f. D r. J u s a n a T e c h a k a n as s t . P r o f. D r. J u s a n a T e c h a k a n a

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

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



“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


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



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





Brand Touchpoint

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 A s s t . P r o f. D r. J u s a n a T e c h a k a n as s t . P r o f. D r. J u s a n a T e c h a k a n a


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


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

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

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