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logotypes
crests
typographic
geometric
representational
graphic devices
may be deployed as
represent
applying to a government to establish
tag lines Nike’s “Just do it”
In this model, a brand manager (or steward) trademark ownership;
brand
is responsible for any item which comes into
contact with customers. By controlling all once the government approves a
trademark application, a trademark sounds anthems The Star-Spangled Banner
the touch points, the manager tries to ensure object interpretant
that customers have a great experience. owner may prevent other people
from using the trademark without auditory icons Intel Inside TV ad signature
product experience perception
permission AOL’s “You’ve got mail”
To complete the framework of the model, the
Dolby THX’s “sonic boom”
set of terms related to brand must be linked
telephone dial tone
to the set of terms related to experience.
Perception, common to both sets, is the link.
theme music Henry Mancini’s Pink Panther theme
name
signifier representamen
a brand name is a signifier;
signifiers are those things
brand we hear or see that bring to
mind the signified
name
most products or aspects can be
of a product can also serve existing words things describing products Digital, Huggies, Newsweek
as signifiers of the brand (or ideas) analogies for products Oracle, Pampers, Sprint
product experience perception
superlatives and qualities All, Best, General, Paramount,
unrelated to the product Apple, Camel, Frog, Thrasher
represents
continent North American Van Lines
larger still Global, World, Universal
sign
brands are signs; signs
are the combination of a
signifier and a signified;
one cannot be thought of
without the other
brand
imagine can be by
stewards promise measured stewards
brand stewards hold the brand in trust, brand stewards shape products brand promise is brands can grow out of: perceptions of a brand can be measured audiences may be segmented
in terms of
both for the financial owners and also by managing marketing and the audience expectation of a brand products and aggregated to give an overall view; based on:
for the emotional owners – those development which may include that is desired by the brand’s stewards; Coke, Frisbee perceptions can also be correlated to demographics
people who experience the brand these steps: services various audiences psychographics
sometimes thought of as Amazon, Citigroup technographics
a brand steward is anyone associated perceive audience brand identity organizations interests
with the development or sale of a product, understand needs GE, Harvard, Baptists attitudes
including: analyze options celebrities usage of a product
what’s delightful real people
senior management what’s viable Elizabeth Taylor 4
position category rental car companies
builds
guides
individuals
consistency of experience
placement of the product under a homogeneous master brand clarity of the brand’s purpose
(controlling the distribution process) employed where products change
opening direct showrooms frequently and must work together personality described along dimensions
Sony IBM (tone or character) such as
Nike Microsoft young vs mature
opening a web site Sony individuals compare their needs
feminine vs masculine
opening a store-within-a-store with their expectation of one or
small vs large
Ralph Lauren in a mixed brand family more brands in a category;
quiet vs loud
placing signage which may indicate confusion about strategy playful vs serious
setting up merchandising displays for example, General Motors’ brand family they decide which brand most
setting franchise standards Buick closely matches their needs;
training salespeople Chevrolet
GM Truck if there is a match, they may
promotion of the product Saturn other brand measure taxonomies: Brand Attributes Brand Asset Valuator
through public relations activities purchase (alternatives to position, reach, reputation) relevant strength
influence
external systems
MacOS