Brand Comparison - Applying a model MA Design and Branding Strategy Brunel University / London, UK
Branding Strategy / DM5502 / Prof. John Boult Nathalia Zuluaga Lopez December 3rd ,2012
Applying a model or framework I chose Clinique and Dove as the brands to study and compare, because looking through my personal belongings I found out that I have more than 3 products of each brand, realizing that I am a loyal customer caught my attention. Besides, according to Business Wire (2012) Clinique is a global leader in beauty and the same as Dove they have been ranked as two of the top ten global brands in the “Top Risers” category of the BrandZ™ Top 100 Most Valuable Global Brands report. The contrast between these two brands relies on their strong brand personalities and how they communicate their message. These brands belong to the personal care brandscape, an industry that can be said sell products especially for women, where the skin and the body care is a priority. Women are the “choppers-in-chief” (Gobe, 2010), and globally, they control $20 trillion in consumer spending (FastCo Design, 2011). The brand model framework chosen is the analysis of each brand personality based on the Brand Toys analysis, a playful visualization of the personality and online buzz of brands. This information is driven by quantitative research, where the data is determine by the latest Millward Brown’s BrandZ™ study and real-time online buzz data provided by Social Mention, then mapped into a radar chart, in order to compare each personality. A brand personality can be defined as he set of human characteristics associated with a given brand (Aaker, 1995). Being aware of the brand personality can enable the owner to deliver a consistent brand experience, the language used can connect customers in a deeper level, as humans are all about desires and aspirations, always looking for brands that know what they want and how they want, an emotional engagement with the customer may add “extra” value to a brand (Gobe, 2010), a well-designed personality can provide a vehicle for customers to express their own identity and become future brand ambassadors. Two brands can be in the same brandscape, offer the same product or service, but their personality is the key to differentiate within the market; using the Brand Toys model and mapping it into a graph can be helpful for any brand to “visualize” their brand perception.
The brand personality can serve as a meaningful differentiation, especially in context were two brands are similar with respect to product attributes. These two brands can be compared in their different personalities and communication approaches to their customers. On one hand we have Clinique, a brand built on it’s dermatological heritage by providing highly targeted treatments that are both safe and highly effective for every skin type and tone, based on a promise that states that great skin can be created. Clinique’s personality relies on having trusted, high quality and dermatological approved products. On the other hand it’s Dove, a brand that believes that beauty – physical and “spiritual”- is the result of proper care; it aims to deliver products which tangibly improve the condition of skin or hair and give a pleasurable experience of care, because when you look and feel beautiful, it makes you feel happier. Dove’s approach has always been on celebrating the “real women”, that embraces diversity, cultures, types of bodies, etc., were inclusion is one of their promises. The Brand Toys tool is a useful mean to visualize two brands in a “physical” shape; the qualities that are measured can be used by any brand to compare their own brands, by making consumer surveys and finding out how is their brand perception. Analysing two successful brands can help SMEs brand owners to see how the market is reacting to specific values, and how they can improve their own brand. In this specific example, two brands are being compared, after finding each Brand Toy a grid was made to quantify the results in order to make the graph.
A brand’s personality is illustrated by the size and shape of the Brand Toy’s ears, eyes, head, legs and feet and facial expression as well as by a hat or other accessory. Eyes widen to indicate charisma, while height increases and legs thicken to project trustworthiness, for example. Various body shapes signify the brand’s potential and its familiarity. Expressions change or accessories are added to suggest various qualities.
BRAND TOYS. 2012. [ONLINE] Available at: http://www.brandtoys.com/. [Accessed 02 December 2012].
After quantifying the qualities, the information is used to make a radar graph to compare the brands: Familiarity
7 6 5 4 321
Based on: Radar Chart. (Mayr, 1877)
The graph shows each brand strongest “values”, for Clinique, the sentiment, functionality and charisma and for Dove the Trustworthiness, admiration and familiarity. This data support their brand values and can be a starting point for new strategies. Analysing a brand personality may be a guidace for understanding a brand behaviour and may help for future branding decisions.
References Aaker, D. 2002. Building Strong Brands. Edition. Simon & Schuster UK. Gobe, M. 2010. Emotional Branding: The New Paradigm for Connecting Brands to People (Updated and Revised Edition). Updated and Revised Edition Edition. Allworth Press. 2012 BrandZ Top 100 - Most Valuable Global Brands - WPP. 2012. [ONLINE] Available at: http://www.wpp.com/wpp/marketing/brandz/brandz-2012.htm. [Accessed 02 December 2012]. Women Dominate The Global Market Place; Here Are 5 Keys To Reaching Them | Co.Design: business + innovation + design. [ONLINE] Available at: http://www.fastcodesign.com/1663594/women-dominate-the-global-market-place-here-are-5-keys-to-reaching-them. [Accessed 02 December 2012] Clinique Named “Top Riser” Brand in the 2012 BrandZ™ Top 100 Most Valuable Global Brands Report | Business Wire. [ONLINE] Available at: http://www.businesswire.com/news/home/20120529006146/en/Clinique-Named-%E2%80%9CTop-Riser%E2%80%9D-Brand-2012-BrandZ%E2%84%A2. [Accessed 29 November 2012]. Clinique . 2012. [ONLINE] Available at: http://www.elcompanies.com/Pages/Clinique.aspx. [Accessed 29 November 2012]. Dove| Brands in action | Unilever Global. [ONLINE] Available at: http://www.unilever.com/brands-in-action/detail/Dove/292077/?WT.contenttype=view%20brands. [Accessed 29 November 2012]. 'Brand Equity in the Scheme of Things' 2004, Harvard Business Review, 82, 9, pp. 116-117, Business Source Premier, EBSCOhost, viewed 29 November 2012. BRAND TOYS. 2012. BRAND TOYS. [ONLINE] Available at: http://www.brandtoys.com/. [Accessed 02 December 2012].