AD611 Marketing & Brand Management

1. Brand Management
FINI
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PRESENTATION

2. AD611-01
Brand Management
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3. AD610-02
Brand Management
Clive Moore
BA(Hons)Design Management
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4. Different ways of doing Business
“Marketing means finding
out what people want and
giving it to them”
McDonald 2002
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5. What is Brand?
“I’m a great lover”
MARKETING
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6. What is Brand?
“I’m a great lover”
“Hello”
TELEMARKETING
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7. What is Brand?
“Trust me he’s a
great lover”
PUBLIC RELATIONS
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8. What is Brand?
“I’m a great lover
I’m a great lover
I’m a great lover”
ADVERTISING
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9. What is Brand?
ADVERTISING
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10. What is Brand?
“I understand that
you are a great
lover?”
BRANDING
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11. Question
Branding & Marketing
a £4.2 Million Asset...
YOU!
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12. Background
– consider you earn £25,000 pa
– if you work for 40 years
– your company will have
invested
£4,200,000...
YOU!
in
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13. Task
– create a Brand
– develop a Marketing plan
– go beyond the 4P’s
– SWOT analysis
– Segment your market
YOU!
for
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14. What is Brand?
“In the longer term, then,
the role of brands in
society will be exactly what
we want to make it”
Wally Ollins ONB2002
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15. What is a Brand?
Brands are more than logos and
marketing jargon
Icons of society, reflecting our
personal preferences, values and
life styles
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16. Unilever
150 million
times a
day,
someone
somewhere
chooses a
From feeding your family to
Unilever
keeping your home clean and
product.
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fresh, our brands are part of

17. What is a Brand?
We Create Brand Relationships
with:-
What feels good
What supports us emotionally
What others define to us
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18. Coca Cola
Coca-Cola,
the largest
global
drink
maker,
net income
$1.89
Billion
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19. What is a Brand?
How does a brand function in a
consumer society?
With distinct personalities built by
• Culture
• Advertising
• Colours
• Shapes
• Sound
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20. Walt Disney
Walt Disney
is the worlds
#2 media
conglomerat
e with
revenue:
$37 Billion
2008
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21. What is a Brand?
How does the branding process
work?
Brand Architecture
• Establishment and assessment of the
positive attributes of the brand (consumer
benefits)
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22. Monolithic brand
Red Cross
International
has an
annual
donations
of
$874 Million
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2008

23. Endorsed brand
Sony Net
profits
came to
$3.53
Billion
2008
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24. Product brand
Henkel
employs
over 52,000
people with
an annual
turnover of
$11
Billion
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2008

25. What is a Brand?
How does the branding process
work?
Brand Essence
• A few words or thoughts that represent the
brand to the core and target consumers
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26. Brand Essence
HARLEY
DAVIDSON
Revenue
for 2007
$5.7 Billion
2007
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27. What is a Brand?
How does the branding process
work?
Brand Positioning
• Customer’s sense of the tangible and
intangible benefits of the brand and why it is
better than the competition.
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28. M

29. The Progression of Economic Value
£2.80
Specifi
Different
c
and unique
£1.20
Customer Need
Differentiation
15p
5p
Undifferentiated Generic
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Low Market Value High

30. What is a Brand?
How does the branding process
work?
Brand Design Team
• Knows the brand’s essence, positioning and
to whom they are speaking
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31. Creating Customer Value
=
Customers
Your
Best
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32. Question
What’s in the BIG BOX?
1. Look at the box without touching it?
2. What is the size of the product?
3. The approx weight, form, size and smell of the product?
4. The box could be sealed and air tight?
What “promises” are being made by the product?
5.
6. What customer experience await you?
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Discus your ideas

33. Question
Your Answers!
Present your product to the group
You are now going to create a full marketing and
branding strategy for your product!
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34. The New Rule:
“When everyone zigs, zag.”
∑ Finding your zag
∑ Designing your zag
∑ Building your zag
∑ Renewing your zag
∑ Ready?
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Marty Neumeier 2007

35. Good & Different
1 2
Good
Good Good
but and
Not Different Different
3 4
Not Good Different
and but
Different Not Good
Different
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36. BMW MINI
Americans had no interest
l
in a ultra small car and only
wanted more SUVs...
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37. Looking for WHITE space
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38. Post-It Notes
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39. 1 0thers zig, we zag
Are you ready to zag
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40. 1 others zig, we zag
Who are you?
∑ Look inside – find passion
∑ Where's your passion?
∑ Where does your passion
lie?
∑ Its now 25 years in the future,
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write your companies

41. 2 others zig, we zag
What do you do?
∑ What core business are you
in
∑ What is your core purpose?
∑ Now write your business
purpose within 12 words.
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42. 3 others zig, we zag
What’s your vision?
∑ How concrete is your vision?
∑ Will it empower people?
∑ Produce a 30 sec Elevator
pitch, that speaks your vision
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43. 4 others zig, we zag
What wave are you riding?
∑ When focus and
differentiation are powered
by a trend the result is a
charismatic brand
∑ What trend can you ride?
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44. 5 others zig, we zag
Who shares the
brandscape?
∑ What are your core values?
∑ Choose 4 from the following
list:
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45. 5 others zig, we zag
innovation
market driven
customer focused
ethical
responsive
collaborative
trusted
quality-minded
progressive
proactive
responsible
optimistic
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46. 5 others zig, we zag
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47. 6 others zig, we zag
What makes you the
“only”?just differentiation,
∑ A zag is not
but RADICAL differentiation!
∑ Complete the following
sentence:
∑ Our is the
ONLY
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that

48. 6 others zig, we zag
OUR
IS THE ONLY
THAT
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49. 7 others zig, we zag
What can ADDED
or SUBTRACTED?
∑ Consider your focus and
customer promise
∑ Now throw out all that does
not comply with this
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design strategy

50. 8 others zig, we zag
Who LOVES you?
∑ Every brand is built by a
strong community
∑ How can you create your
community?
∑ Ideas needed quickly!
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51. 9 others zig, we zag
Who’s the ENEMY?
∑ Sometimes the enemy is
not a competing company,
but the old way of doing
things.
∑ Who or what is your
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enemy?

52. 10 others zig, we zag
What do they call you?
∑ A name should be:
∑ Different from the competitors
∑ Brief – four syllables or less
∑ Appropriate
∑ Easy to spell
∑ Satisfying to pronounce
∑ Suitable fro brand play
∑ Legally defensible
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53. 10 others zig, we zag
CATEGORIES STRONG NAMES WEAK NAMES
AUTOMOTIVE BMW British Leyland
Aston Martin Bristol
BANKING Halifax COOP
NEWS PAPERS Times Chronicle
SEARCH ENGINES Google Ask
COFFEE SHOP Starbucks Coffee bean
PDA Blackberry MDA Touch
ONLINE PAYMENTS PayPal Click & Buy
CREDIT CARDS Visa Master card
Maestro Switch
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54. 11 others zig, we zag
How do you explain
yourself? can speak
∑ A good “trueline”
volumes about your business,
that when used as a
“strapline” reinforces your
brand
∑ What's your trueline
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55. 11 others zig, we zag
∑ Just do it
∑ Nike gives you the opportunity
∑ Your flexible friend
∑ Vorsprung durch technik
∑ I liked it so much I brought
the company
∑ Schhh... You know who
∑ The ultimate driving
machine
∑ No FT, No comment
∑ Finger licking good
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56. 10 others zig, we zag
How do you spread the
word? have a name,
∑ Ok so you
strapline, and a taglineA
name should be:
∑ Different from the competitors
∑ Brief – four syllables or less
∑ Appropriate
∑ Easy to spell
∑ Satisfying to pronounce
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57. Perceived value
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58. Cost
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60p 32p 55p 65p £1.32p

59. Perceived value
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60. Perceived value
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61. Most Expensive
$228 per
case of 12
bottles
(600ml)
Per 750mls:
$23.75
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62. Most Expensive
$40
Per bottle!
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63. Marketing Mix
“Marketing is to establish,
maintain and enhance long-term
customer relationships at a
profit, so that the objectives of
the parties involved are met.”
Gronroos, 1990
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64. Key points of Marketing
profit
Enhance companies profile =
Create organisational objectives
Provide customer satisfaction
Enable clear mutual exchange
Planned and managed
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65. Sausages
Challenge
− High quality sausages but not generating
value
− Poor national market presence
− Losing retailer own premium products
− Needed to reposition & communicate in
the minds of the buyer and consumers
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66. Sausages
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67. Rebranded Sausages
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68. Rebranded Sausages
elmwood
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69. Outcome = Profits
− Turnover +57% in 3 months
− Tesco sales +26%
− New Listings: Morrison's, Asda, Coop
− Grew from 30K to £1m in 2 years
− A result achieved with no price changes,
not other communication and no other
sales support
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70. Brand Marketing = Adding Customer Value
Design products that satisfy's needs
Enhanced sales and after sales service
Enable customers to make
better buying decisions
Making purchasing easier
and more enjoyable
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71. Brand is a structured process
− Brand idea
− Brand values
− Brand expression
− Brand application
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72. Brand identity
Visual
Identity
Employee Communication
s
s
Brand
Environmen
Portfolio
t
Product
Culture
design
Customer
service
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73. Question
− Can you describe what your company
stands for?
− Can your employees, suppliers &
customers describe what your company
stands for?
− Do your company’s literature, website
and premises reflect your brand?
− Does your company have any guidelines
to ensure the brand is used
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74. Brand
Let’s start by dispelling some myths
FIRST
A brand is not a logo!
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75. Brand
SECOND
A brand is not an identity
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76. Brand
FINALLY
A brand is not a product
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77. Brand
what exactly
So
Is a
brand?
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78. Brand
A brand is a persons
gut feeling
about a product, service,
or organisation.
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79. How do you feel?
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80. How do you feel?
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81. How do you feel?
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82. How do you feel?
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83. How do you feel?
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84. Virgin brand
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85. Virgin Atlantic
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86. Different ways of doing Business
“Marketing means finding
out what people want and
giving it to them”
McDonald 2002
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87. Wolf Olins
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88. Simplify
Are you clear
what you
stand for?
And would your customers agree?
if not, now’s a great time to simplify
your brand model, strip
out complexity, cut out sub-brands,
and be crystal clear. A brand
rationalisation could cut costs too.
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89. Involve
Are you
confident?
And do your employees share that
confidence? To keep the good ones, and
keep them upbeat, involve them in
building your brand. In particular, involve
them in steps 3 to 5 below. Confident
employees breed confident customers.
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90. Improve
Do people trust you?
The only way to build trust is to do what you say. Measure
the gap between what you say you stand for, and what
customers actually experience on the ground. And
improve that experience – you’ll get a much better return
than just spending on communication.
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91. Increase
Are you amplifying
your difference?
Be absolutely clear what
makes you special, and why
customers will want to pay a
little extra for it. By all
means offer low-cost
variants, but don’t abandon
your high ground. Identify
the one biggest thing that
makes you different, and
increase that difference
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92. Inspire
Are you inventing
your way out of
recession?
Drop 90% of your innovation projects,
but keep the 10% that most closely
deliver your brand – they’ll deliver the
most value. And use your brand to
inspire new services, new products,
even new businesses that can
stimulate demand, wake people up,
get them out and spending.
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28 October 2008, posted by Robert Jones and Paul Worthington

93. Question
− Consider these 5 points in respects to
your companies brand
− Time to reconsider your offering...
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94. Your TOOL KIT
iDEOpoly
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95. Marketing
Questions
Any
Mix
Questions?
What is it?
Product
Place
Packaging
Process
Pricing
Promotion
People
Physical
Evidence
Performance
Implementatio
n
Case Study
Product
Place
Packaging
Pricing
Promotion
People
Physical
Evidence
Performance
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96. Brand Management
FINI
M
PRESENTATION