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>ISBM BrandScape Workshop< Smeal College, Penn State

R. Oliva

IMC

Brands, and the BrandScape Template: Toolkit Ralph Oliva, Executive Director, ISBM Professor of Marketing www.isbm.org 814 863 2782 rao8@psu.edu01/11/13 Š 2007 - ISBM- Penn State

1


Some Important Language/Definitions... 1.

Brand

2.

Trademark

3.

Corporate identity

4.

Brand Equity


Brands and Trademarks... 1. Brand (Our working definition): A relationship with a market based on cumulative customer experiences, tied to trademarks and other identifying elements, which has economic impact for a firm.


2. Trademarks...

2. Trademarks (Corporate Identity): Symbols, Logos, typography, colors, sounds, and other identifiers and marks which indicate the source of goods or services offerings, and trigger the “Brand Response”.

™ ® ©


Common Confusion… Ward, Light, Goldstone, HBR, 7-8-1999

Brands… Relationship with a market, based on cumulative customer experiences, with economic impact for a firm

Trademarks… Distinguishing Name, sign, symbol, design, or some combination of them, which identify the goods or services of a particular seller


3. Corporate Identity… The physical tools, system and process firms use to manage their logos and trademarks Often very challenging globally… “LogoCop” …Protect trademark assets – or lose them. Not popular, takes courage, a critical function…


4. Brand Equity Brand Equity is the total economic impact of your brand in a marketing or sales situation


4. Brand “Equity” Can Mean... Earlier trials of new offerings

Faster Time to Profit

You re the specified alternative: Loyalty, usage, affinity Higher margins; premium prices

Lower Cost of Marketing Profits over life cycle

Greater propensity to buy at same price

Sales Velocity

Lower cost of sales Positive expectations enabling growth Forgiveness/longer “last looks” Advocacy/referral sales

Faster uptake

Competitive Barriers

Marketing Leverage

Greater Channel power/cooperation

Profits through channels


4. Brand Equity…One View:

Positive Brand Experiences/ Impressions – Equity owner

Brand Equity “Reservoir” Net financial impact in every selling situation

Negative Brand Experiences

Other Positive Brand Effects – “Viral”, customer driven, market, etc…

Natural Erosion, Noise, Competitive Effects


Two sorts of challenges… Brand/Equity “Creation” – establishing the entire brand construct in the mind of the prospect(s) Totally new category New alternative in existing category

Brand/Equity “Sustaining”: Keeping the reservoir full


Brand “Elements”: Trademarks, Logos, Sounds, Typefaces, Images, Formats, Characters – Anything which “triggers the brand response”

“Owned by:” the Firm Customer/ Market Segment

Brand: A relationship with a market/segment that has economic impact for the firm “Owned by:” the Customer/Segment

“Brand Equity:”– Economic effects which might include higher prices, faster sales, customer loyalty, lower marketing cost, faster launch of new offerings, channel control, etc. $$$$$$

“Owned by:” the Firm


What Brands Can Do… Brands work on several levels in the mind of the receiver Fast – top of mind reaction – emotional – spontaneous Deeper in the mind – unconscious – always there working Create a relationship/promise/propensity to action as the customer is “triggered” by any sort of experience which creates the “Brand Response”


A way to dissect, analyze and better understand brand effects… “BrandScapes”: Multi-dimensional descriptions of elements of a brand Publicis Definition: A collection of graphic images aligned to the brand Reckitt and Colman (Lysol): Three part description of how brands are stored in the mind…


Brands in the mind of the audience: The “BrandScape”…

1. Brand Footprint •Core values •Personality •Essence

2. Positioning

3. Capsule

4. Brand “Elements”: Trigger the BrandScape Response


BrandScapes: Help in both building and tracking a brand’s progress Will be dependent on the market segment you’ve working in… Desired BrandScape: Architected by the firm to build the desired Customer-Based Brand Equity effects Actual BrandScape: The BrandScape “Granted/Delivered/ Returned” from the customer/segment

Desired BrandScape

Firm

Actual BrandScape

Customer


Brand Footprint -- 3 parts – 1. Core values

Brand Footprint Deep in subconscious – always working, powerfully emotional – often works without customer knowing it

2. Personality 3. Brand Essence


Positioning Subconscious â&#x20AC;&#x201C; closer to the surface, comes into play at time of purchase, more rational and product specific than Brand Footprint. How this brand Relates to the competition for this purchase.


Capsule

At the front of the mind – ready to be accessed at time of purchase – It’s good to help consumer develop a capsule, knowing that this will help the customer access the Brand Footprint and Positioning…


4. Brand Elements: The trademarks, visual, audio, and other methods which “Trigger the Brand Response”

Brand elements can be designed or chosen to inherently enhance brand awareness or facilitate the formation of strong, favorable, and unique brand associations: Brand Name Logo Symbol

– Character – Packaging – Slogan


Core Values: Three 1-2 word descriptions of the brands inner, driving priorities Personality: Three 1-2 word traits that would describe the brand if it were a person Brand Footprint “Deepest Level”

Brand Essence: The central point of the Brand’s relationship with the consumer

Not every brand develops/has a well-defined footprint


Core Values… Three 1-2 word descriptions of the brands inner, driving priorities: •

Tied to the history/cumulative brand experience

Drives what brand stands for and what it doesn’t – the brands real “promise”

The foundation principles behind the brand

Differentiating: NOT “Motherhood”/Table Stakes/Required to be in business


Brand Personality… Three 1-2 word traits that would describe the brand if it were a person •

Gender

Physical/distinguishing attributes

Communications Style

Anything describing “personality”

Can be “blah” or very well defined…


Energy

Thought

Š Y&R

Substance

SAGE

MAGICIAN

MOTHER

MAIDEN

JESTER

Characteristics Characteristi Characterist Clever, Mysterious cs ics Core Meaning Learned Fun Transformation Enlightened Original Empowerment Core Meaning Core Wisdom Meaning GUARDIAN WARRIOR Mastery Rebellion Characteristi Characteristic Creation cs s Organized Strong Dynamic EXPLORER PATRIARC Mentoring Core Core Meaning Characterist H Meaning Power ics Characterist Protection Victory Independent ics Control Daring Dignified LOVER COMPANION Core Authoritativ Characteristic Characteristic Meaning e s s Challenge Core Passionate Unselfish Self Meaning Glamorous Supportive discovery Order Core Meaning Core Meaning Continuity Dreaming Friendship Characteristics Characteristics Romance Encouragemen Nurturing Beautiful t Down-to-earth Characteristics Mysterious Selfless, Pure Core Meaning Core Meaning Core Meaning Belonging Dangerous Innocence, Abundance pleasure Idealism Irresistible EARTH

ENCHANTRES S

Emotion


Brand Essence… The central point of the Brand’s relationship with the target segment… Phil Kotler (ISBM Members Meeting 2/07) The essence of your brand is not how or what customers feel about your brand…

The essence of your brand is how and what your customers feel about THEMSELVES when they encounter your brand


Brand Positioning (Ries and Trout) Placing a brand in a competitive frame of reference And .. Selecting a (unique) benefit it intends to own relative to competition In the mind of a well understood customer...


Positioning Rules Each Competitive Segment has it’s own built in perceptions (Positive/Negative) All Competing Brands must deliver the “Ante”: Cost of Entry expectations Since all brands deliver this – the brand can’t differentiate on them – they’re necessary, not sufficient – But…They often get in the way…


Fundamentals of Positioning… Target Customers – Describe the segment they’re in with relevant dimensions Frame of Reference: What goal will be served by the target by consuming the brand. What is the category of consideration/key competitor /consumer goal defining the category? Point of Difference: What distinguishes you from other offerings in the competitive set? Reasons to Believe: Compelling evidence that your claim of difference is true…


2. Template for Strong Value Proposition/Positioning • For ____________________(target customer/segment)… • …that need _________________(the problem we solve)… • Our Brand’s ____________________(the offering)… • …provides ____________________(quantified benefit)… • …unlike _______________________(next best alternative). • We do this by ____________________(how do we do it)… • …As demonstrated by ________________(proof points).


Positioning Statement Example: To the tradesman who uses his power tools to make a living and cannot afford downtime on the job (target), DeWalt professional power tools (frame of reference) are more dependable and on the job more than other brands of professional power tools (point of difference) because they are engineered to the brandâ&#x20AC;&#x2122;s historic high quality standards and are backed by Black and Deckerâ&#x20AC;&#x2122;s extensive service network and guarantee to repair or replace any tool within 48 hours (reasons to believe).


The Brand Capsule… Customer develops a “quick reference” for a well established brand, because they cannot give us enough share of their conscious mind to store the Footprint and Position there… But…They come into play when faced with buying choices…


• Simple Phrase • One Idea Capsule

• Relevant to Need


4. Brand Elements: The trademarks, visual, audio, and other methods which “Trigger the Brand Response”

A variety of brand elements can be chosen that inherently enhance brand awareness or facilitate the formation of strong, favorable, and unique brand associations: Brand Name Logo Symbol

– Character – Packaging – Slogan


“BrandScape Workshop – Breakouts (60 minutes including break) Your brand as you want it to be (Desired BrandScape): 1.

Brand Footprint*

2.

Brand Positioning*

3.

Brand Capsule*

• Short report-out presentation Word/Powerpoints to roliva@psu.edu


For a Review of the BrandScape See: Handout sheetsâ&#x20AC;Ś www.brainshark.com/smeal/brandscape

Coke/Pepsi Kodak/Fuji TI


BrandScapesâ&#x20AC;Ś Owned by the customer and market Built by total, cumulative customer experience Managed through the efforts of firms to create a brand response through all of the tools of effective Integrated Market Communications


BrandScape: Key Integrating Tool

1. Brand Footprint a. Core Values: Inner, Driving Priorities b. Personality: Brand as person c. Essence: Relation to customer

2. Positioning • Key, unique differentiation in competitive set

3. Capsule • Single, simple phase summarizing brand “top of mind” for the consumer or customer

4. Brand Elements: “Trigger the “BrandScape “Response”


Brandscape Toolkit