Bachelor defence, Branding communications. Subject: A study of Brand Communications within NGO´s

1. 1

2. Agenda
1. Introduction
2. Problem Statement
3. Brand Narrative
4. Brand Community
5. Conclusion
6. Bibliography
2

3. Problem Statement
“How can branding communication theories
help FTT to increase their position in Denmark?”
3

4. Fairtrade Towns in Europe
10.05.13 Tadeusz Makulski
4

5. Brand Narrative
“Brand narrative is the story of ideas,
experiences, values that represent the tangible,
authentic depth integrity of the brand’s
emotional relationship with its customer.”(Mootee,
Idris)
5

6. Brand Narrative
Brand Narrative = Brand Storytelling
Historical vs. Present  Future
Beginning, Middle & End
(Schembri: 626)
6

7. Brand Narrative
Why is brand narrative relevant?
• “Nothing in the social world makes sense before we
interpret the objects, actions and behaviour in the
social world” (Schembri: 626)
• Emotions towards the brand can help break through
the “clutter”.
• Can be used as a tool in the process of “creating
meaning”.
• Building brand equity.
7

8. Brand Narrative
“We have a story & it is an important story.
People wishing to join the organisation need to
understand that.” (Davies:86, Thesis:34)
8

9. Brand Narrative
How can FTT implement brand narrative?
• It must be coherent through all communication
• Communicate the narrative  story telling
• Include the stories of FTTs (local) and share it.
– The story of how the FTT concept was created.
– Link to the already existing narrative of Fairtrade
Denmark (visiting the farmers)
9

10. Brand Narrative
FTT must learn to create stories that are:
1. Authentic and make emotional connections.
2. Rooted in the brand’s personality.
3. Exciting to consumers and drive actions.
10

11. Brand Narrative
Content strategy + sharable stories
=
Engaging time spent with your brand!
11

12. Brand Community
• “(…) a specialised, non-geographically bound
community, based on a structured set of social
relationships among admires of a brand”
(Muniz: 412)
12

13. Brand Community
Brand communities are most likely to form
around brands with
– A strong image
– A rich and lengthy history
– Threatening competition (the underdog)
(Muniz: 412)
13

14. Brand Community
The 3 main characteristics:
– Consciousness of kind
– Existence of shared rituals and beliefs
– Sense of moral responsibility
(Muniz: 412)
14

15. Brand Community
Possible advantages
• Enhance the customer loyalty, Marketing efficiency,
Brand authenticity (Fournier & Lee: 105)
• Enhance the brand equity (Muniz: 427)
• Actualizing relationship branding (Muniz: 427)
• Gathering feedback
• Strong and positive brand ambassadors
15

16. Brand Community
Implementation
• Online:
– It is fast, and world wide
– This can become superficial
(Fournier & Lee: 110)
• In person:
– Meeting face to face can create stronger connections
(Fournier & Lee: 111)
How the advertisement of FTT is conducted it of importance. It
should be aligned with the rituals and traditions of the community.
(Muniz: 424)
16

17. Brand Community
Possible disadvantages
• Brand meaning is socially negotiated (Muniz: 414)
• People join communities for different reasons
• Losing control of conversations
• Members disliking changes
• Sabotage
• Recourses spend on developing and maintaining
17

18. Bibliography
• Dahlén, Micael, Fredrik Lange, and Terry Smith. Marketing Communications: A Brand Narrative Approach. Chichester, U.K.:
Wiley, 2010.
• Davies, Iain A., and Andrew Crane. "Ethical Decision Making in Fair Trade Companies." Kluwer Academic Publishers (2003):
79-92.
• Fournier, Susan, and Lara Lee. "Getting Brand Communities Right." Harvard Business Review. Harvard Business Review, Apr.
2009. Web. 15 June 2013. <http://hbr.org/2009/04/getting-brand-communities-right/ar/1>.
• Holt, Douglas B. How Brands Become Icons: The Principles of Cultural Branding. Boston, MA: Harvard Business School, 2004.
• Mootee, Idris. 60-minute Brand Strategist: The Essential Brand Book for Marketing Professionals. N.p.: n.p., n.d. Print.
• Muniz, Albert M., and Thomas C. O´Guinn. "Brand Community." Chicago Journals. The University of Chicago Press, 4 Mar.
2001
• Schembri, Sharon, and Bill Merrilees. "Brand Consumption and Narrative of the Self." You Have Full Text Access to This
Content Psychology & Marketing 27.6 (2010): 623-37. Web. 1 June 2013.
• Tadeusz Makulski
18