2. What is Brand?
a name given to a product or service
www.cogsci.princeton.edu/cgi-bin/webwn
a recognizable kind; "there's a new brand of hero in the movies now"; "what make of car is that?"
www.cogsci.princeton.edu/cgi-bin/webwn
A unique and identifiable symbol, association, name or trademark which serves to differentiate competing products or services. Both a physical and
emotional trigger to create a relationship between consumers and the product/service.
www.allaboutbranding.com/index.lasso
A name, number, term, sign, symbol, design, or combination of these elements that an organization uses to identify one or more products.
www.healthadvantage-hmo.com/customer_service/terms.asp
a trademark or trade name that identifies a product, a distributor, a producer or a manufacturer.
www.abc.net.au/eightdays/glossary/default.htm
Product identification by word, name, symbol, design, or a combination of these.
www.fluidcommunications.biz/marketing/marketing_definitions.htm
A brand is a mixture of attributes, tangible and intangible, symbolised in a trademark, which, if managed properly, creates value and influence.
"Value" has different interpretations: from a marketing or consumer perspective it is "the promise and delivery of an experience"; from a
business perspective it is "the security of future earnings"; from a legal perspective it is "a separable piece of intellectual property." Brands
offer customers a means to choose and enable recognition within cluttered markets.
www.hidp.org/programmer/glossary.html
A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term
for brand is trademark. A brand may identify one item, a family of items, or all items of that seller.
www.shapetomorrow.com/resources/b.html
A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. p. 269
users.wbs.warwick.ac.uk/dibb_simkin/student/glossary/ch09.html
A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. The legal term
for brand is trademark. A brand may identify one item, a family of items, or all items of that seller.
www.scottmcnealy.com/businessplanning/GlossaryProductDevelopmentTerms.htm
A name, number, term, sign, symbol, design or combination of these elements that an organization uses to identify one or more products.
www.bcbstx.com/glossary/
A design, mark, symbol or other device that distinguishes one line or type of goods from those of a competitor.
www.powerhomebiz.com/Glossary/glossary-B.htm
A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term
for brand is trademark. A brand may identify one item ,a family of items, or all items of that seller.
www.pdmamn.org/NPD%20Glossary.htm
That combination of name, words, symbols, or design that identifies the product and its source and distinguishes it from competing products-the
fundamental differentiating device for all products. (Ch. 5, 6)
3. “I don’t know who you are.
I don’t know your company.
I don’t know your company’s products.
I don’t know what your company stands for.
I don’t know your company’s customers.
I don’t know your company’s reputation.
Now - What was it you wanted to sell me?”
McGraw-Hill Magazine Ad
4. What is a brand?
Strawman: A collectively held idea of a
company by its customers in
reaction to the messages the
company sends via advertising,
product design and public
relations.
5. What is Brand Identity?
Brand Identity is the unique set of brand
associations that the brand strategist aspires to
create or maintain. These associations
represent what the brand stands for and imply
a promise to customers for the organization
members.
6. Aspects of Brand
• BRAND IMAGE
– How the brand is now perceived
• BRAND IDENTITY
– How strategists want the brand to be perceived
• BRAND POSITION
– The part of the brand identity and value proposition to
be actively communicated to a target audience
10. THE BRAND IMAGE TRAP
• Brand image is how customers and others
perceive the brand
• The brand image trap is that it lets the
customer dictate what you are
• Customer orientation gone amuck
• Creating a brand identity is more than
finding out what customers say they want.
11. Who’s the doctor?
“A brand identity is to brand strategy what
"strategic intent" is to a business strategy. Strategic
intent involves an obsession with winning, real
innovation, stretching the current strategy, and a
forward-looking, dynamic perspective; it is very
different from accepting or even refining past
strategy. Similarly, a brand identity should not
accept existing perceptions, but instead should be
willing to consider creating changes.
12. External Perspective Trap
"What does your brand stand for?"
"Achieving a 10 percent increase in sales"
Strategy has to look in, not just out.
Too busy marketing to live up to brand.
13. The Product Attribution Trap
Most Common trap
A brand is more than product
• Brand Users (the Charlie • Symbols (The stagecoach
woman) represents Wells Fargo)
• Country of Origin (Audi has • Brand-Customer relationship
German craftsmanship) (Gateway is a friend)
• Organizational Associations • Emotional benefits (Saturn
(3M is innovative company) users feel pride in building a
• Brand Personality (Yahoo is US built car)
fun and irreverent) • Self-Expressive benefits (Nike
users are strong)
15. More than a Product
BRAND
Organizational
Associations Brand Personality
Symbols
PRODUCT
Country of Scope
Origin Attributes
Quality
Uses Brand-customer
Relationships
User Imagery
Emotional
Self-Expressive Benefits
Benfits
16. Limitations of Product-Attribute
Identities
• Fail to Differentiate
• Are easy to copy
• Assume a Rational Customer
• Limit Brand Extension Strategies
• Reduce Strategic Flexibility
Think of Search
18. Breaking Out of Traps
• Brand-as-product that includes user
imagery and and/or country of origin
• Brand Identify based on perspectives of
brand organization, a person and a
symbol as well as a product
• A value proposition that includes
emotional and self expressive benefits as
well as functional benefits
• The ability of a brand to provide
credibility as well as a value proposition
• The Internal as well as external role of
the brand identity
• Brand Characteristics broader than brand
positions
19. Brand Identity Planning
Extended
core
Brand As Product Brand as Brand As Brand As
Organization Person Symbol
2. Product Scope
2. Organizational 2. Personality 2. Visual
3. Product
Attributes Imagery and
Attributes 3. Brand-
metaphors
3. Local vs. customer
4. Quality/Value
Global relationship 3. Brand
5. Uses Hreritage
6. Users
7. Country
