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UCE Business School Markoms B 2002-3 presentation #B304 Branding Background.

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Presentation on theme: "UCE Business School Markoms B 2002-3 presentation #B304 Branding Background."— Presentation transcript:

1 UCE Business School Markoms B presentation #B304 Branding Background

2 UCE Business School Learning Outcomes  By the end of the session, students will be able to  list 5 benefits of branding  describe why branding works better than non- branding  list 5 examples of how different brands communicate different dimensions  describe with examples how the perception of a corporate brand varies dependent upon the stakeholder — product brand,employer brand etc.

3 UCE Business School Part 1  General Revision

4 UCE Business School Stakeholder Communications identify stakeholders identify needs and satisfaction identify current communication methods prioritise and set objectives build a consistent message implement control and evaluate

5 UCE Business School Identification of Stakeholders  External Stakeholders  shareholders and Financial Stakeholders  customers  distribution channels  pressure groups  media  Internal Stakeholders  staff  management

6 UCE Business School Stakeholder Satisfaction and Attitudes  If a stakeholder's needs are being met, they will be satisfied and have a positive attitude  If a stakeholder’s needs are not being met, they will be unhappy and have a negative attitude   NB: Communication Needs only

7 UCE Business School Part 2  Branding Overview

8 UCE Business School Meeting the Customer’s Needs and Wants her requirements £50 the customer

9 UCE Business School our offer ? physical attributes ? price ? psychological attributes ? channel competitor offer ? physical attributes ? price ? psychological attributes? ? channel The Offer: the Customer’s Perspective on Buying £30 £70 £60

10 UCE Business School What the Customer Perceives: The Brand The totality of what the consumer takes into consideration before making a purchase decision (Picton & Broderick 2001)

11 UCE Business School Perceiving More Than Just the Product … Levi’s Jeans Product Brand Five pocket western heavyweight denim jeans The original and definitive jeans. The embodiment of jeans values (freedom, individuality, rebellion, sex, masculinity, originality and youth).

12 UCE Business School Basic Definition A Brand is defines as a name, logo or symbol that distinguishes a product from other products or commodities, and which is protectable in law through intellectual property rights

13 UCE Business School Brand = Brand Image Brand Image is defined as “the perception of the brand held by the market” NB –brands do not exist in isolation –the perception depends on the audience

14 UCE Business School Exercise #1  How do you view the following ‘brands’ as a customer and as a prospective employee?  Virgin Rail or Central Trains  UCE  Unilever

15 UCE Business School Dimensions of Brand Perceptions  Brand dimensions comprise  connative (physical functionality) (size, colour, etc. of Dyson)  cognitive (logical) (cyclone vortex)  affective (emotional) (trustworthiness of the Dyson brand)

16 UCE Business School What We Perceive Basic Brand Augmented Brand Core Benefit Brand Potential Much Markoms communicates information on attributes and benefits. This creates awareness and reinforces/change attitudes

17 UCE Business School Part 3  Branding Strategy

18 UCE Business School The Company Perspective of The Brand  The totality of what the consumer takes into consideration before making a purchase decision (Picton & Broderick 2001)  The totality of what a distribution channel takes into account when considering stocking our brand  The totality of what a potential shareholder takes into account before investing in a company

19 UCE Business School Benefits of Branding to the Company  Benefits include  asset value (brand financial value, brand equity)  higher profit margins  protectable competitive advantage  resilience in a recession  facilitates experiential, vicarious and cognitive learning

20 UCE Business School Benefits of Branding to the Customer  Benefits include  reduces the “misery of choice”  facilitates routine buying (key part of packaging)  useful when cognitive buying

21 UCE Business School Brand Strategy Brand Strategy is defined as “to differentiate products and companies and to build economic value for both the consumer and owner”

22 UCE Business School Branding Strategy Options  Branding Strategy Options include  Corporate BrandingSony  Family BrandingKelloggs Rice Krispies  Product Line BrandingGillette, Heinz  Individual BrandingUnilever, P&G  Own LabelTesco aka Private Label  Component BrandingIntel

23 UCE Business School Successful Brands  Have superior physical attributes/benefits  Have superior psychological attributes/benefits  Are perceived as different from the competition  Have frequent and positive media coverage  Match the perceptual Field of the Target Audience(s)

24 UCE Business School Our Aims: Brand Equity and Brand Financial Value Brand Equity is defined as “the value of the brand’s name, symbols, associations and reputations to all target audiences who interact with it”

25 UCE Business School Our Aims: Brand Equity and Brand Financial Value Brand Financial Value is defined as “the financial expression of brand equity”

26 UCE Business School Building Brand Image and Brand Values Brand Identity Brand Personality Brand Image Brand Values

27 UCE Business School Brand Personality Brand Personality is defined as “the fundamental essence of the brand”

28 UCE Business School Brand Identity Brand Identity is defined as “the message cues used to convey the brand personality to create the brand image” Marketing and Markoms can thus be thought of as the process of building Brand Identity

29 UCE Business School What We Want to Create: Brand Values Brand Values are defined as “the meaning or meanings that brand generates in the minds of its target audiences”

30 UCE Business School Part 4  Communicating The Brand

31 UCE Business School Message Cues  Anything and everything communicates through Intended and Unintended Message Cues  intendedcorporate ID, adverts  unintended fat cat salaries  Must have  integrated communications strategy  integrated message

32 UCE Business School ‘On Brand’  It is vital for all communications to be consistent and communicate ‘shared meaning’ to each stakeholder group  The message should be consistent across as many stakeholders as possible  i.e. all messages must be ‘On Brand’

33 UCE Business School  Successful brands communicate consistent messages based on Core Message Themes which communicate  to all stakeholders  to all customers in a particular geographic region (regiocentric) or on a global basis (global or geocentric

34 UCE Business School Elements of a Good Message “Good” messages are consistent have impact and gain attention demonstrate how the brand is different remind or persuade are of practical value and relevant to the perceiver use the same imagery and vocabulary as that used by the perceiver (match their perceptual field)

35 UCE Business School positioning strategy creative strategy Markoms Branding Process Message Themes quality, value helpfulness exciting, cool etc. appeals & executions interpretation language, visuals and sounds to enter into the perceptual field of the target audience etc. brand personality approach

36 UCE Business School How Does a Brand Communicate?  Corporate Identity  logo, colours, fonts, signage etc.  Communications  letters, web pages, adverts  Behaviour  sales staff, customer service staff etc.  the product, the directors etc. (unintended and usually no control by marketing communications department)

37 UCE Business School Remember …  Different stakeholders have different perceptions of a brand making different interpretations (meanings) of an action  For example, 500 redundancies …  … is perceived as bad news by employees and the local community  … is perceived as good news by shareholders and city analysts

38 UCE Business School The Different ‘Brands’ Corporate Brand Product Brand Investor Brand Channel Brand Employer Brand Internal Communications Strategy Pull Strategy Push Strategy Profile Strategy

39 UCE Business School Some Final Thoughts  Many people, especially young people are switching away from high visibility status brands (Melanie Klein No Logo)  2003 fashions will have much smaller and more discreet brand labels  Love them or hate them, brands have been around for over 2000 years and are here to stay

40 UCE Business School Learning Outcomes  By the end of the session, students will be able to  list 5 benefits of branding  describe why branding works better than non- branding  list 5 examples of how different brands communicate different dimensions  describe with examples how the perception of a corporate brand varies dependent upon the stakeholder — product brand,employer brand etc.


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