Branding essentials: Understanding,building and developing powerfulbrands                     Antonio Monerris Tormo      ...
Everyone talks about branding butit does not always mean the samething ...
What is a brand?
BRANDING 2000 Ac
Etymology            ‘An identifying mark             burned on             livestock…. With a             branding iron’ ...
Milestones of contemporary culture
Meta - brands
The brand is more than a name The brand is more than to beidentified with a sector or category The brand is more than a va...
The brand is more than a corporatedenomination, a "trademark", morethan just a name with more or lessawareness or just a f...
A brand is … It is a meaningful and structured perception in the consumers mind, capable of triggering spontaneous associa...
Memories that support opinionsthat influence decisions    The brand interferes with   consumer value judgments...
A brand is a credible assuranceand sets us apart from all the"noise" around us
The primitive function of the brand To reduce the uncertainty ...  Buying is to decide, deciding is to risk.... It is an e...
New dimensions of branding   A Commercial Brand = A name, phrase, sign, symbol, or   logo OR a combination of these which ...
If a brand is not able to evoke a specificidea or value and fails to suggest morethan platitudes is an "underdeveloped"Brand
A brand is a relevant & transcendentvalue  Danone Mission:  o Group DANONE helps people around the world    grow, live bet...
The brand should evoke whatpsychological and emotional means tome in the physical transaction ... It isnot the name of the...
Why doing branding?  A strong brand:  o   Provides memorability  o   Helps selling products  o   Allows a "price gap"  o  ...
Brand functional business Task  To facilitate economic or persuasive transactions in a relational security environment, op...
The brand is the will to becomeand to mean something in theconsumers mind       The brand should always be a              ...
What are the implications of doing "branding"?   Branding involves a "long-term plan" to build and  maintain a distinctive...
... Like people, brands reach theirfullness when they are self-definedand have unique references
The needs pyramid         Self-fulfillment           Self Esteem           (Ego needs)          News. Socials     Social f...
The pyramid of differentiation                                         Unique                                     Differen...
Branding Tool Box :
Fundamentals of “critical brand performances”                    Brand Entity   Brand Channels                  Brand Outp...
Strategic ArquitecturalModel cornerstones  Brand intelligence:  o Defining brand entity & self  o Management of perceptual...
… Becoming Arquitectural cornerstones                                  “Stickiness”                             Cognitive ...
Brand development models
BrandSELFBrandDELIVERYBrandFOUNDATIONS
SUBSTANCE        The elements of the        tangible reality of        the brand and        contextual issues        that ...
THE FACTS           The promise that the           brand makes theBrand      consumer.           The power to           ge...
BrandSELF        THE MEANING        The deepest value of the        brand (symbolic and        metaphorical) with ability ...
BRAND SELF                Brand                Brand               Core              Personality           Essence        ...
Brand Essence Building                         8. Core Values                         7. Key brand    5. Ownables         ...
How do we build brands?                                   The culmination of the development                   knowledge  ...
Process of growth and brand crisis                                              Low                        High           ...
Brand Portfolio Management
Vertical Structure+ abstract                                   applicableBrand self                                  Benef...
BRAND    Brand Extension       Brand              Brand Endorsement                       Umbrellisation.      Core brand ...
Brand ExtensionMARS (Energy)       BONNE MAMAN     NIVEA                      (Nostalgia)   (Care)
Brand UmbrellisationKINDER (Healthy indulgence)    GILLETTE (High Technology)
« Caring »   Brand EndorsementCRUNCH (Crunch)          NESQUIK (Fun)
HealthKids/ Teens                 Healthy                 Basic               ActiveHealth                      Deserts   ...
Corporate &                                                            Umbrella                                           ...
EMOTALK
"People like to feel ...whatever it is”  Virginia Wolf
... any rational decision tobe operational involvesemotions or "concerns".No decision can be fullyobjective and emotional ...
any proposal for the leading brands(cognitive & persuasive) should be linkedto a relevant field of emotional impacthelping...
Propietary emotion Appropriate emotion/ significant / agent of purposeArgumentative Structures   Deliveries – benefits – S...
direct involvementwith experiences ofonself or othersvulnerability
The radiant health - self-image isimportant in connection with the needfor self-esteem, acceptance andachievement
Intestinal transit connects with feelingsof bodily discomfort, stress, anger anddiscomfort associated with constipation
growth and parental satisfactionconnected with emotions that leadto protection, care andexpectations of achievement
Do we manage fearand the sense ofvulnerability?
Do we know how tomanage the joy andextraversion, thefeeling ofachievement andprogress aboutthemselves or others?
Do we know how to talkwith the feelings of theconsumer?
Brand Belief Power The views of successful brands connect with fundamental human emotions and truths
We need an inclusive and inspiring brand idea
Virgin Believes that the interests of ordinary people are abused by big, faceless, monopolistic corporations Stands up for...
Colgate  Believes that people can face the world with more confidence if they know they have a healthy mouth  Uses the pow...
Apple Apple believes the power of individuality should triumph So its entire culture is designed to challenge the traditio...
Mercedes Mercedes believes that precision is the key to control in life It sets the quality standard for German engineerin...
BMWBMW believes life should be lived with heightenedemotionsSo it strives to create the ultimate driving pleasure
Sony Sony believes that we are all dreamers who like to let our imagination play It designs products to ensure the ‘play’ ...
Body Shop Believes that cosmetics industry has become a parody of the selfish Superficiality of the well-to-do So it embra...
... It is time to moveinto action
"In the factory we manufacture products, in the stores we sell hope“Charles Revson , fundador de Revlon
Behind Starbucks there is a powerful theory  Third place theory   o   Working ... Home .. and Starbucks   o   A romantic -...
The centrality of theconsumer is the key today…and it means "visualize" amore demanding consumer,impulsive and obsessed wi...
How can we renovate orreinvent our relationship?
Key areas   sensation   Sentiment   thought   action   relationship
Sensation
provocative power of thesurfaces       “The substance of style”
Sentiment
Its about creating "feeling" Suggestion that evokes a feeling, an emotion Through product design and space With Settings t...
Ampelmannchen Nostalgia
Soup feeling
Thought
New ideas that illuminate a new vision   "You have thought ..."   "We believe that ..."   “You should be able to …”
|   VINIZIUS/ YOUNG & RUBICAM
Action
Suggest an active change ... It invites us to live a change  it proposes physical changes that change our view  it propose...
Adidas, impossible is nothing  |    VINIZIUS/ YOUNG & RUBICAM
Decathlon : try it, do it  |     VINIZIUS/ YOUNG & RUBICAM
Gillette : Change your idea of shaving   |     VINIZIUS/ YOUNG & RUBICAM
Relationship
It suggests new relationship alternatives  It allows or changes the way you relate to others  It involves connecting with ...
Palm Tugsten... Blackberry
Harley Davidson
Cirque de Soleil  |    VINIZIUS/ YOUNG & RUBICAM
|   VINIZIUS/ YOUNG & RUBICAM
Dove ... “Real beauty”
|   VINIZIUS/ YOUNG & RUBICAM
Apple challenges IBM ... 1984
•“Customer centrics”    •Own brand to the limit    •Service    •There is only one    manager... The    Consumer|   •Devote...
|   VINIZIUS/ YOUNG & RUBICAM
|   VINIZIUS/ YOUNG & RUBICAM
|   VINIZIUS/ YOUNG & RUBICAM
Challenges and opportunitiesfor the future  Inside-Out branding & consumer          empowerment
"Today the brands are the people"The emerging role of social media and consumerinvolvement in configuring and managing bra...
The unique power is thepreference. Based on ties and relations that allow us to anticipate desires and preferences.       ...
We live in a new world in which JohnLennon and Mercadona (almost) saythe same: Power to the People.                109
Making Consumer an essential partof the being and living brands is theonly way to counteract anenvironment "unpowered".   ...
The power of brands is incomplete and continuous intimacywith consumers             111
How will these brands bebased on "Understanding &empathy for people"?           112
open structures constantly changingThey will be flowing, transiting,processing and constant updating.Brands will be an ope...
To hear and understand is not enough. It is imperative toturn that into active listener.                         114
Openness, sharing, peering…              The new corporate                  paradigm
eleven propositions for arenewed framework ofbrandingBeing authentic, being unique,being shared:
The brand is the will of being and meaning somethingin the consumers mind.    Brands should always be a proposition, relat...
If a brand is not able to invoke a specific idea or value andit fails to suggest more than fuzzy things, it becomes an"und...
Branding of a city should involve a "long-term plan" to buildand maintain a distinctive, positive and competitiveperceptio...
The mastery of branding is knowing to ladderingfrom matter into meaning
…We should believe in the power ofbrand beliefs:because the views and beliefs of successful brandsconnect with fundamental...
People actively shape brands today.Participation and social networks are essentialin shaping and managing brands.
Knowledge and empathy for people is the only thing thatcannot be copied, manufacturedor become a commodity                ...
brands might become demobrands:spaces constantly meeting and dialoguing with public.Demobrands that can be defined as "mea...
The branding of a city is also a lightweight form of power andinfluence.It is a kind of "soft power“, because it allows to...
“The love you get is equal to the love you give”
Branding essentials: Understanding, building and developing powerful brands
Branding essentials: Understanding, building and developing powerful brands
Branding essentials: Understanding, building and developing powerful brands
Branding essentials: Understanding, building and developing powerful brands
Branding essentials: Understanding, building and developing powerful brands
Branding essentials: Understanding, building and developing powerful brands
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Branding essentials: Understanding, building and developing powerful brands

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Concepts, thoughts and thesis about branding offered at International Marketing Master of EAE Business of Barcelona. The session intends to define essentials and key ideas about branding

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Branding essentials: Understanding, building and developing powerful brands

  1. 1. Branding essentials: Understanding,building and developing powerfulbrands Antonio Monerris Tormo Socio – fundador / Partner Brain
  2. 2. Everyone talks about branding butit does not always mean the samething ...
  3. 3. What is a brand?
  4. 4. BRANDING 2000 Ac
  5. 5. Etymology ‘An identifying mark burned on livestock…. With a branding iron’ The Oxford English Dictionary
  6. 6. Milestones of contemporary culture
  7. 7. Meta - brands
  8. 8. The brand is more than a name The brand is more than to beidentified with a sector or category The brand is more than a vagueassessment of quality, tradition andtrust
  9. 9. The brand is more than a corporatedenomination, a "trademark", morethan just a name with more or lessawareness or just a fortunate logo ...
  10. 10. A brand is … It is a meaningful and structured perception in the consumers mind, capable of triggering spontaneous associations of ideas that influence the consumer transaction process with a product or service
  11. 11. Memories that support opinionsthat influence decisions The brand interferes with consumer value judgments...
  12. 12. A brand is a credible assuranceand sets us apart from all the"noise" around us
  13. 13. The primitive function of the brand To reduce the uncertainty ... Buying is to decide, deciding is to risk.... It is an experience conflict between desire and fear to frustration The purchase is "unsafe" in an objective or subjective sense The brand is primarily and essentially a transactional reassurance
  14. 14. New dimensions of branding A Commercial Brand = A name, phrase, sign, symbol, or logo OR a combination of these which identifies products or services and differentiates them from the competition Place Brand = A brand for a specified territory that utilizes branding strategy to add measurable, economic, social and cultural value to cities, regions and countries (American Marketing Assoc., 2005)
  15. 15. If a brand is not able to evoke a specificidea or value and fails to suggest morethan platitudes is an "underdeveloped"Brand
  16. 16. A brand is a relevant & transcendentvalue Danone Mission: o Group DANONE helps people around the world grow, live better and get more out of life through tastier, more varied and healthier food products - every day.
  17. 17. The brand should evoke whatpsychological and emotional means tome in the physical transaction ... It isnot the name of the offer, it is thememorable evocation of what it meansto me.
  18. 18. Why doing branding? A strong brand: o Provides memorability o Helps selling products o Allows a "price gap" o protects you from the competition o Improves the efficiency of marketing and communication o It is an intangible value and profitable asset
  19. 19. Brand functional business Task To facilitate economic or persuasive transactions in a relational security environment, optimizing receiver satisfaction and increasing the value of the active agent in the transaction
  20. 20. The brand is the will to becomeand to mean something in theconsumers mind The brand should always be a proposition
  21. 21. What are the implications of doing "branding"? Branding involves a "long-term plan" to build and maintain a distinctive, positive and a competitive reputation both internally and externally. It Only could be achieved through a harmonized and a conscious strategic approach.
  22. 22. ... Like people, brands reach theirfullness when they are self-definedand have unique references
  23. 23. The needs pyramid Self-fulfillment Self Esteem (Ego needs) News. Socials Social factors Safety Hygienic Factors Physiological needs MASLOW HERZBERG
  24. 24. The pyramid of differentiation Unique Different Distinctive Stylish Original Prestigious VIEW Cares about costumers ENERGY Innovative Dynamic ProgressiveEMOTION WISDOM Friendly Tradition Healthy Trendy Carefree Reliable A Leader High Performance Good Value High Quality TrustworthySUBSTANCE
  25. 25. Branding Tool Box :
  26. 26. Fundamentals of “critical brand performances” Brand Entity Brand Channels Brand Outputs
  27. 27. Strategic ArquitecturalModel cornerstones Brand intelligence: o Defining brand entity & self o Management of perceptual dimensions Brand Outputs o Outputs transactions through which the brand achieves its deliverable as brand and meets expectations Brand Channels: o The path that connects the brand to establish dialogue and links
  28. 28. … Becoming Arquitectural cornerstones “Stickiness” Cognitive presence & Decision making conditioning Brand Entity Attractiveness and Satisfaction, consistency emotional bondings Tangible & transactional Delivery Belonging & engagement Brand Channels Brand Outpus Transactional performance
  29. 29. Brand development models
  30. 30. BrandSELFBrandDELIVERYBrandFOUNDATIONS
  31. 31. SUBSTANCE The elements of the tangible reality of the brand and contextual issues that may influence their performance.BrandFOUNDATIONS
  32. 32. THE FACTS The promise that the brand makes theBrand consumer. The power to generate businessDELIVERY for the company through a different proposal that is relevant in the consumers mind.
  33. 33. BrandSELF THE MEANING The deepest value of the brand (symbolic and metaphorical) with ability to connect with the mind and life of the consumer.
  34. 34. BRAND SELF Brand Brand Core Personality Essence Values Functional Critical Emotional Point of difference DeliveryDELIVERY DeliveryBRAND Reason WhyFOUNDATIONS Brand Psychologic Competitive Brand Facts al Insights Set OwnablesBRAND
  35. 35. Brand Essence Building 8. Core Values 7. Key brand 5. Ownables Benefit 6. Personality 4. PROJECTIVE FACTORS 3. EMOTIONAL BENEFITS 2. FUNCTIONAL BENEFITS 1. ATTRIBUTES, CHARACTERISTICS AND KEYWORDS
  36. 36. How do we build brands? The culmination of the development knowledge efforts of the brand, it is related to theBrand stature customer experience Reputation, respect and Esteem consideration for the consumer: it relates to the fulfillment of the promise perceived by the consumer How appropriate is the brand forBrand vitality relevance consumers. It relates to the use and integrates the 5 P of the marketing mix, it is directly related to the sale differentiation The reason for the brand. The base consumer choice
  37. 37. Process of growth and brand crisis Low High Challenger Leadership Niche High (Distinction and Relevance) BRAND VITALITY D R E K D R E K Low New D R E K D R E K Mistaken Declining BRAND DIMENSION (Esteem and Familiarity)
  38. 38. Brand Portfolio Management
  39. 39. Vertical Structure+ abstract applicableBrand self Benefit segment+ material intensiveBrand Output
  40. 40. BRAND Brand Extension Brand Brand Endorsement Umbrellisation. Core brand Sub-brand has the Sub-brand has the control. Has the control. control.
  41. 41. Brand ExtensionMARS (Energy) BONNE MAMAN NIVEA (Nostalgia) (Care)
  42. 42. Brand UmbrellisationKINDER (Healthy indulgence) GILLETTE (High Technology)
  43. 43. « Caring » Brand EndorsementCRUNCH (Crunch) NESQUIK (Fun)
  44. 44. HealthKids/ Teens Healthy Basic ActiveHealth Deserts Health Health Guardian angel Best yogurt in It renews you the world You will work better Growth Smoothness Low acidity Danone bodies Champions It protects your Restoration of traditions defenses Energy to eat up It recharges llife you Enjoy taking care of yourself It provides you more Don’t Stop Healthy Snack With the Master’s secret Selected fruit
  45. 45. Corporate & Umbrella brand ingredient Dish Appreciatory and identifying concepts Sub-brands Frozen MealsBrand+descriptor Refrigerated Pescafresca-Pizzanova Concept & Value
  46. 46. EMOTALK
  47. 47. "People like to feel ...whatever it is” Virginia Wolf
  48. 48. ... any rational decision tobe operational involvesemotions or "concerns".No decision can be fullyobjective and emotional orsentimental involvement
  49. 49. any proposal for the leading brands(cognitive & persuasive) should be linkedto a relevant field of emotional impacthelping to establish a lasting connectionwith consumers
  50. 50. Propietary emotion Appropriate emotion/ significant / agent of purposeArgumentative Structures Deliveries – benefits – Structures or concepts Cognitive Foundations Attributes – meaning links– “evidences”
  51. 51. direct involvementwith experiences ofonself or othersvulnerability
  52. 52. The radiant health - self-image isimportant in connection with the needfor self-esteem, acceptance andachievement
  53. 53. Intestinal transit connects with feelingsof bodily discomfort, stress, anger anddiscomfort associated with constipation
  54. 54. growth and parental satisfactionconnected with emotions that leadto protection, care andexpectations of achievement
  55. 55. Do we manage fearand the sense ofvulnerability?
  56. 56. Do we know how tomanage the joy andextraversion, thefeeling ofachievement andprogress aboutthemselves or others?
  57. 57. Do we know how to talkwith the feelings of theconsumer?
  58. 58. Brand Belief Power The views of successful brands connect with fundamental human emotions and truths
  59. 59. We need an inclusive and inspiring brand idea
  60. 60. Virgin Believes that the interests of ordinary people are abused by big, faceless, monopolistic corporations Stands up for the little guy …and has a bit of fun in doing so
  61. 61. Colgate Believes that people can face the world with more confidence if they know they have a healthy mouth Uses the power of scientific knowledge to keep your mouth in perfect health
  62. 62. Apple Apple believes the power of individuality should triumph So its entire culture is designed to challenge the traditional way
  63. 63. Mercedes Mercedes believes that precision is the key to control in life It sets the quality standard for German engineering in the cars it builds
  64. 64. BMWBMW believes life should be lived with heightenedemotionsSo it strives to create the ultimate driving pleasure
  65. 65. Sony Sony believes that we are all dreamers who like to let our imagination play It designs products to ensure the ‘play’ button delivers entertainment that is always a few steps ahead of your imagination
  66. 66. Body Shop Believes that cosmetics industry has become a parody of the selfish Superficiality of the well-to-do So it embraces a down to earth, societally conscious approach to be more inclusive
  67. 67. ... It is time to moveinto action
  68. 68. "In the factory we manufacture products, in the stores we sell hope“Charles Revson , fundador de Revlon
  69. 69. Behind Starbucks there is a powerful theory Third place theory o Working ... Home .. and Starbucks o A romantic -evocative touch o affordable Luxury o An urban oasis o Casual social interaction A fully reinvention of coffee experience A total experience of 360 º, capable of enriching people ("personal growth") An ideology by itself, which imposes itself as a reference point
  70. 70. The centrality of theconsumer is the key today…and it means "visualize" amore demanding consumer,impulsive and obsessed withgetting more value formoney
  71. 71. How can we renovate orreinvent our relationship?
  72. 72. Key areas sensation Sentiment thought action relationship
  73. 73. Sensation
  74. 74. provocative power of thesurfaces “The substance of style”
  75. 75. Sentiment
  76. 76. Its about creating "feeling" Suggestion that evokes a feeling, an emotion Through product design and space With Settings that evoke a feeling ... A Mood ... An emotion…
  77. 77. Ampelmannchen Nostalgia
  78. 78. Soup feeling
  79. 79. Thought
  80. 80. New ideas that illuminate a new vision "You have thought ..." "We believe that ..." “You should be able to …”
  81. 81. | VINIZIUS/ YOUNG & RUBICAM
  82. 82. Action
  83. 83. Suggest an active change ... It invites us to live a change it proposes physical changes that change our view it proposes new behaviors or lifestyles it calls to action.
  84. 84. Adidas, impossible is nothing | VINIZIUS/ YOUNG & RUBICAM
  85. 85. Decathlon : try it, do it | VINIZIUS/ YOUNG & RUBICAM
  86. 86. Gillette : Change your idea of shaving | VINIZIUS/ YOUNG & RUBICAM
  87. 87. Relationship
  88. 88. It suggests new relationship alternatives It allows or changes the way you relate to others It involves connecting with other people It provides a sense of belonging It Creates user communities
  89. 89. Palm Tugsten... Blackberry
  90. 90. Harley Davidson
  91. 91. Cirque de Soleil | VINIZIUS/ YOUNG & RUBICAM
  92. 92. | VINIZIUS/ YOUNG & RUBICAM
  93. 93. Dove ... “Real beauty”
  94. 94. | VINIZIUS/ YOUNG & RUBICAM
  95. 95. Apple challenges IBM ... 1984
  96. 96. •“Customer centrics” •Own brand to the limit •Service •There is only one manager... The Consumer| •DevotedYOUNG &Trained... VINIZIUS/ ... RUBICAM
  97. 97. | VINIZIUS/ YOUNG & RUBICAM
  98. 98. | VINIZIUS/ YOUNG & RUBICAM
  99. 99. | VINIZIUS/ YOUNG & RUBICAM
  100. 100. Challenges and opportunitiesfor the future Inside-Out branding & consumer empowerment
  101. 101. "Today the brands are the people"The emerging role of social media and consumerinvolvement in configuring and managing brands.
  102. 102. The unique power is thepreference. Based on ties and relations that allow us to anticipate desires and preferences. 108
  103. 103. We live in a new world in which JohnLennon and Mercadona (almost) saythe same: Power to the People. 109
  104. 104. Making Consumer an essential partof the being and living brands is theonly way to counteract anenvironment "unpowered". 110
  105. 105. The power of brands is incomplete and continuous intimacywith consumers 111
  106. 106. How will these brands bebased on "Understanding &empathy for people"? 112
  107. 107. open structures constantly changingThey will be flowing, transiting,processing and constant updating.Brands will be an open source. 113
  108. 108. To hear and understand is not enough. It is imperative toturn that into active listener. 114
  109. 109. Openness, sharing, peering… The new corporate paradigm
  110. 110. eleven propositions for arenewed framework ofbrandingBeing authentic, being unique,being shared:
  111. 111. The brand is the will of being and meaning somethingin the consumers mind. Brands should always be a proposition, related to a meaningful insight
  112. 112. If a brand is not able to invoke a specific idea or value andit fails to suggest more than fuzzy things, it becomes an"underdeveloped" brand.Meaningless awareness is a waste of money.
  113. 113. Branding of a city should involve a "long-term plan" to buildand maintain a distinctive, positive and competitiveperceptions, both internally and externally.
  114. 114. The mastery of branding is knowing to ladderingfrom matter into meaning
  115. 115. …We should believe in the power ofbrand beliefs:because the views and beliefs of successful brandsconnect with fundamental human emotions andtruths.
  116. 116. People actively shape brands today.Participation and social networks are essentialin shaping and managing brands.
  117. 117. Knowledge and empathy for people is the only thing thatcannot be copied, manufacturedor become a commodity 123
  118. 118. brands might become demobrands:spaces constantly meeting and dialoguing with public.Demobrands that can be defined as "meanings in common", in whichthe owner of the brand and its target co-manage the shared meanings.
  119. 119. The branding of a city is also a lightweight form of power andinfluence.It is a kind of "soft power“, because it allows to seduce wills withoutcoercion;a very important form of power in a multilateral and fragmented world
  120. 120. “The love you get is equal to the love you give”

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