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

1. Branding essentials: Understanding,
building and developing powerful
brands
Antonio Monerris Tormo
Socio – fundador / Partner Brain

2. Everyone talks about branding but
it does not always mean the same
thing ...

3. What is a brand?

4. BRANDING 2000 Ac

5. Etymology
‘An identifying mark
burned on
livestock…. With a
branding iron’
The Oxford English Dictionary

6. Milestones of contemporary culture

7. Meta - brands

8. The brand is more than a name
The brand is more than to be
identified with a sector or category
The brand is more than a vague
assessment of quality, tradition and
trust

9. The brand is more than a corporate
denomination, a "trademark", more
than just a name with more or less
awareness or just a fortunate logo ...

10. A brand is …
It is a meaningful and structured perception in
the consumer's mind, capable of triggering
spontaneous associations of ideas that
influence the consumer transaction process
with a product or service

11. Memories that support opinions
that influence decisions
The brand interferes with
consumer value judgments...

12. A brand is a credible assurance
and sets us apart from all the
"noise" around us

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. 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. If a brand is not able to evoke a specific
idea or value and fails to suggest more
than platitudes is an "underdeveloped"
Brand

16. A brand is a relevant & transcendent
value
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. The brand should evoke what
psychological and emotional means to
me in the physical transaction ... It is
not the name of the offer, it is the
memorable evocation of what it means
to me.

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. 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. The brand is the will to become
and to mean something in the
consumer's mind
The brand should always be a
proposition

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. ... Like people, brands reach their
fullness when they are self-defined
and have unique references

23. The needs pyramid
Self-fulfillment
Self Esteem
(Ego needs)
News. Socials Social factors
Safety
Hygienic Factors
Physiological needs
MASLOW HERZBERG

24. The pyramid of differentiation
Unique
Different Distinctive
Stylish Original Prestigious
VIEW
Cares about costumers
ENERGY Innovative
Dynamic Progressive
EMOTION WISDOM Friendly Tradition Healthy
Trendy
Carefree Reliable A Leader
High Performance Good Value High Quality Trustworthy
SUBSTANCE

25. Branding Tool Box :

26. Fundamentals of “critical brand performances”
Brand Entity
Brand Channels Brand Outputs

27. Strategic Arquitectural
Model 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

29. … 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

30. Brand development models

31. Brand
SELF
Brand
DELIVERY
Brand
FOUNDATIONS

32. SUBSTANCE
The elements of the
tangible reality of
the brand and
contextual issues
that may influence
their performance.
Brand
FOUNDATIONS

33. THE FACTS
The promise that the
brand makes the
Brand consumer.
The power to
generate business
DELIVERY for the company
through a different
proposal that is
relevant in the
consumer's mind.

34. Brand
SELF
THE MEANING
The deepest value of the
brand (symbolic and
metaphorical) with ability
to connect with the mind
and life of the consumer.

35. BRAND SELF
Brand Brand Core
Personality Essence Values
Functional Critical Emotional
Point of difference Delivery
DELIVERY
Delivery
BRAND
Reason Why
FOUNDATIONS
Brand Psychologic Competitive Brand
Facts al Insights Set Ownables
BRAND

36. 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

37. How do we build brands?
The culmination of the development
knowledge efforts of the brand, it is related to the
Brand 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 for
Brand 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

38. 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)

39. Brand Portfolio Management

40. Vertical Structure
+ abstract
applicable
Brand self
Benefit
segment
+ material
intensive
Brand Output

41. BRAND
Brand Extension Brand Brand Endorsement
Umbrellisation
.
Core brand Sub-brand has the Sub-brand has the control.
Has the control. control.

42. Brand Extension
MARS (Energy) BONNE MAMAN NIVEA
(Nostalgia) (Care)

43. Brand Umbrellisation
KINDER (Healthy indulgence) GILLETTE (High Technology)

44. « Caring »
Brand Endorsement
CRUNCH (Crunch) NESQUIK (Fun)

45. Health
Kids/ Teens Healthy Basic Active
Health 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

46. Corporate &
Umbrella
brand
ingredient Dish
Appreciatory and identifying concepts Sub-brands
Frozen Meals
Brand
+
descriptor Refrigerated
Pescafresca-Pizzanova
Concept & Value

47. EMOTALK

48. "People like to feel ...
whatever it is”
Virginia Wolf

49. ... any rational decision to
be operational involves
emotions or "concerns".
No decision can be fully
objective and emotional or
sentimental involvement

50. any proposal for the leading brands
(cognitive & persuasive) should be linked
to a relevant field of emotional impact
helping to establish a lasting connection
with consumers

51. Propietary emotion
Appropriate emotion/ significant / agent of purpose
Argumentative Structures
Deliveries – benefits – Structures or concepts
Cognitive Foundations
Attributes – meaning links– “evidences”

52. direct involvement
with experiences of
onself or others
vulnerability

53. The radiant health - self-image is
important in connection with the need
for self-esteem, acceptance and
achievement

54. Intestinal transit connects with feelings
of bodily discomfort, stress, anger and
discomfort associated with constipation

55. growth and parental satisfaction
connected with emotions that lead
to protection, care and
expectations of achievement

56. Do we manage fear
and the sense of
vulnerability?

57. Do we know how to
manage the joy and
extraversion, the
feeling of
achievement and
progress about
themselves or others?

58. Do we know how to talk
with the feelings of the
consumer?

59. Brand Belief Power
The views of successful brands connect with
fundamental human emotions and truths

60. We need an inclusive and inspiring brand idea

61. 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

62. 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

63. Apple
Apple believes the power of individuality should
triumph
So its entire culture is designed to challenge the
traditional way

64. 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

65. BMW
BMW believes life should be lived with heightened
emotions
So it strives to create the ultimate driving pleasure

66. 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

67. 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

68. ... It is time to move
into action

69. "In the factory we manufacture
products, in the stores we sell
hope“
Charles Revson , fundador de Revlon

71. 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

72. The centrality of the
consumer is the key today
…and it means "visualize" a
more demanding consumer,
impulsive and obsessed with
getting more value for
money

73. How can we renovate or
reinvent our relationship?

74. Key areas
sensation
Sentiment
thought
action
relationship

75. Sensation

77. provocative power of the
surfaces
“The substance of style”

78. Sentiment

79. It's 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…

80. Ampelmannchen Nostalgia

81. Soup feeling

82. Thought

83. New ideas that illuminate a new vision
"You have thought ..."
"We believe that ..."
“You should be able to …”

84. | VINIZIUS/ YOUNG & RUBICAM

85. Action

86. 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.

87. Adidas, impossible is nothing
| VINIZIUS/ YOUNG & RUBICAM

88. Decathlon : try it, do it
| VINIZIUS/ YOUNG & RUBICAM

89. Gillette : Change your idea of shaving
| VINIZIUS/ YOUNG & RUBICAM

90. Relationship

91. 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

92. Palm Tugsten... Blackberry

93. Harley Davidson

94. Cirque de Soleil
| VINIZIUS/ YOUNG & RUBICAM

95. | VINIZIUS/ YOUNG & RUBICAM

96. Dove ... “Real beauty”

97. | VINIZIUS/ YOUNG & RUBICAM

99. Apple challenges IBM ... 1984

102. •“Customer centrics”
•Own brand to the limit
•Service
•There is only one
manager... The
Consumer
| •DevotedYOUNG &Trained...
VINIZIUS/ ... RUBICAM

103. | VINIZIUS/ YOUNG & RUBICAM

104. | VINIZIUS/ YOUNG & RUBICAM

105. | VINIZIUS/ YOUNG & RUBICAM

106. Challenges and opportunities
for the future
Inside-Out branding & consumer
empowerment

107. "Today the brands are the people"
The emerging role of social media and consumer
involvement in configuring and managing brands.

108. The unique power is the
preference.
Based on ties and relations that allow us to anticipate
desires and preferences.
108

109. We live in a new world in which John
Lennon and Mercadona (almost) say
the same: Power to the People.
109

110. Making Consumer an essential part
of the being and living brands is the
only way to counteract an
environment "unpowered".
110

111. The power of brands is in
complete and continuous intimacy
with consumers
111

112. How will these brands be
based on "Understanding &
empathy for people"?
112

113. open structures constantly changing
They will be flowing, transiting,
processing and constant updating.
Brands will be an open source.
113

114. To hear and understand is not enough. It is imperative to
turn that into active listener.
114

115. Openness, sharing, peering…
The new corporate
paradigm

116. eleven propositions for a
renewed framework of
branding
Being authentic, being unique,
being shared:

117. The brand is the will of being and meaning something
in the consumer's mind.
Brands should always be a proposition, related to
a meaningful insight

118. If a brand is not able to invoke a specific idea or value and
it fails to suggest more than fuzzy things, it becomes an
"underdeveloped" brand.
Meaningless awareness is a waste of money.

119. Branding of a city should involve a "long-term plan" to build
and maintain a distinctive, positive and competitive
perceptions, both internally and externally.

120. The mastery of branding is knowing to laddering
from matter into meaning

121. …We should believe in the power of
brand beliefs:
because the views and beliefs of successful brands
connect with fundamental human emotions and
truths.

122. People actively shape brands today.
Participation and social networks are essential
in shaping and managing brands.

123. Knowledge and empathy for people is the only thing that
cannot be copied, manufactured
or become a commodity
123

124. brands might become demobrands:
spaces constantly meeting and dialoguing with public.
Demobrands that can be defined as "meanings in common", in which
the owner of the brand and its target co-manage the shared meanings.

125. The branding of a city is also a lightweight form of power and
influence.
It is a kind of "soft power“, because it allows to seduce wills without
coercion;
a very important form of power in a multilateral and fragmented world

126. “The love you get is equal to the love you give”