BRANDING Matti Helelä, Senior Lecturer HAAGA-HELIA University of Applied Sciences September

Products are made in the factory, but brands are built in the mind. A brand is a promise.

3 S TRONG B RANDS C AN L IVE F OREVER  … even if the physical product takes a new form

4 A NYTHING C AN B E M ANAGED AS A B RAND

5 FINNISH PEOPLE LOVE THESE BRANDS 5

6 THE MOST VALUED WEB BRANDS IN FINLAND  Google  Yle Areena  Ilmatieteen laitos  HSL Reittiopas  HelMet  Recommendations by friends influence the choices  Source: Taloustutkimus 2013

7 GREAT BRANDS TOUCH US  Brands are about hearts and minds, feelings and emotions.  They make us feel better, different, happier, bigger, smaller, more comfortable, warmer, more confident.  Great brands stand for something that people believe in and that matters to them.

8 T HE W ORLD ’ S S TRONGEST B RANDS S HARE 10 A TTRIBUTES 1.The brand excels at delivering the benefits the consumers truly desire. 2.The brand stays relevant. 3.The pricing strategy is based on consumer perceptions of value. 4.The brand is properly positioned. 5.The brand is consistent. 6.The brand portfolio and hierarchy make sense.

9 … CONTINUED 7.The brand makes use of and coordinates a full repertoire of marketing activities to build equity. 8.The brand managers understand what the brand means to consumers. 9.The brand is given proper, sustained support. 10.The company monitors sources of brand equity. (Interbrand)

10 SOME BRAND DEFINITIONS  Products are made in the factory, but brands are built in the mind.  Brand is not just a product but a relationship with the customer.  A brand is a promise.  A brand is the sum of all intangible and tangible elements. The intangible elements connect products with people.

11 BRAND IDENTITY  A unique set of brand associations that the management intends to create or maintain.  These associations represent what the brand stands for and imply a promise to customers from the organization members.

12 BRAND IMAGE  A unique set of associations in the minds of customers concerning what a brand stands for and the implied promises the brand makes.  A set of beliefs held about the brand.

13 CREATING A BRAND STRATEGY  strategy strategy

14 B RAND I DENTITY AND B RAND I MAGE  Brand models  Aaker (Brand identity)  Gad (Four dimensions)  Knapp (Brand mindset)  Kunde (Brand religion)  Kapferer  Ind (Internal branding)  Keller

15 B RAND I DENTITY  Value proposition  Functional benefits  Emotional benefits  Self-expressive benefits  Credibility  Relationship Source: David A. Aaker

Thomas Gad: 4-D Branding 16

Copyright Tuula Kauhanen May

18 B RAND G UIDELINES / G ROUP T ASK Compare the brand guidelines/manuals:  Who?  Target group?  Why?  Purpose?  What?  Content? Present your favourite one:  Who? Why? What?  What do you like?  What would you change?

19 B RAND M IND S PACE ( BY T HOMAS G AD )  The functional dimension concerns the perception of benefit of the product or service associated with the brand.  The social dimension concerns the ability to create identification with a group.  The spiritual dimension is the perception of global or local responsibility.  The mental dimension is the ability to support the individual mentally.

20 B RAND M IND S PACE OF Y OUR F AVOURITE B RAND ?  Functional dimension  Social dimension  Spiritual dimension  Mental dimension

21 BRAND IDENTITY

22 B RAND I DENTITY  Brand as a product  Brand as an organisation  Brand as a person  Brand as a symbol Source: David A. Aaker

23 Projection: If ______ Became a Person, what would they be like? Brand 1Brand 2Brand 3 uxuxuxux uxuxuxux uxuxuxux

24 Projection: If ______ Became a Person, what would they be like? Brand 1Brand 2Brand 3 uxuxuxux uxuxuxux uxuxuxux

25 Projection: If ______ Became a Person, what would they be like? LumiaiPhone SamsungGalaxy u Hipster u Colorful u Addicted to adventures u Stubborn u Cheater u Unbreakable u Disorder u Elegant u Creative u Popular u Trendy u Arrogant u Young u Witty u Full of themselves u Old technology  Trendsetter  Big  Trustful  Sturdy  Friendly  Multitasking  Fast  Slow  High quality

26 Results from ten years ago Nokia uYuYuYuY Motorola uOuOuOuO Sony uWuWuWuW

27 Results from ten years ago Nokia u Young male u Sharp suit, no tie u Easy going, well rounded u Entrepreneurial u Trendy, Stylish u Plugged-in u Playful u Open-minded Motorola u Older male, gray hair u Gray suit u Successful u Conservative, uptight, serious u Engineer type u “A bit of a bore” u Not socially skilled u Techno-speak Sony u Wealthy Male u Established but cool u Celebrity executive u Stylish, slick-but he’s got the goods u Risk-taker u Aggressive u Arrogant (non-Asia) u Good at everything

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29 B RAND C O -C REATION (© 2009 Matti Helelä) Think about co-creating the brand With stakeholders hand in hand Redefining the organization's mission Based on a new realistic vision

C O - CREATE THE B RAND WITH Y OUR F ANS (© 2009 Matti Helelä) Target audience activation Is the main consideration Inspire the fans to live the brand Creating it with you hand in hand The brand is created in the customer’s mind Business is the right kind When you live the brand in everyday life And the brand is truthful in the customer’s eyes 30

Visit Finland as the Challenger Brand of Travel Marketing Jaakko Lehtonen Director General, Finnish Tourist Board 31

Cool Creative Contrasting Credible Technologically, academically and culturally attractive; architecture and design; with a touch of creative madness Nice, happening, trendy, and refreshingly crisp. Seasons, east/west, cold/warm, midnight sun/winter darkness, sauna/ice swimming. Efficient infrastructure, services, safety and security, and technology. T HE F OUR C S 32

S AMPLES OF P ROMOTIONAL C AMPAIGNS 33

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FINLAND 36

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44 B RAND P OSITIONING – T HREE C ORNERSTONES

45 T HREE A PPEARANCES OF THE B RAND

46 A LL THE T OUCH P OINTS  The brand should speak the same language and keep the brand promise.

47 B RAND C OMMUNICATION  Planned communication  Advertising, sales promotion, PR, personal selling, direct marketing, social media  Product communication  Service communication  Unplanned communication  Remember the five senses!

48 V ISUAL I DENTITY 48 Copyright Tuula Kauhanen May 2009

49 V ISUAL I DENTITY

50 B RAND S TRATEGY

51 C OBRANDING

52 C OBRANDING

53 B RAND S TRATEGY

54 T HE M OST P OWERFUL I MPACT I S M ADE BY P EOPLE

55 S OURCES Brands  Aaker, David Building Strong Brands. New York: Free Press.  Aaker, David and Joachimsthaler, Erich Brand Leadership. New York: The Free Press.  Andrew, David Brand Revitalisation and Extension. In Hart, Susannah, and Murphy, John (eds.) Brands, the New Wealth Creators. Houndmills: MacMillan Press Ltd.  Gad, Thomas D Branding. Cracking the corporate code of the network economy. London: Financial Times. Prentice Hall.  Ind, Nicholas Living the brand. Kogan Page.  Kapferer, Jean-Noël The new brand management. Kogan Page.  Knapp, Duane E The Brand Mindset. New York: McGraw-Hill.  Kotler, Philip and Pfoertsch, Waldemar B2B Brand Management. Springer Berlin Heidelberg.

56  Kotler, Philip and Pfoertsch, Waldemar B2B Brand Management. Springer Berlin Heidelberg.  Kotler, Philip and Pfoertsch, Waldemar Being known or being one of many: the need for brand management for business-to-business companies. Journal of Business & Industrial marketing 22/6.  Kunde, Jesper Unique now…or never. Prentice Hall.  Interbrand  Interbrand  Helelä, Matti Senior Lecturer. Haaga-Helia University of Applied Sciences.  Kalela, Suvi Senior Lecturer. Haaga-Helia University of Applied Sciences.  Kauhanen, Tuula Senior Lecturer. Haaga-Helia University of Applied Sciences. S OURCES

57 T HANK Y OU  Gracias  Danke  Kiitos