What is a Brand

A brand is not…..

A logo

An identity

A product
A brand is…
 What is a Brand
● A brand defines the relationship
customers have with us
● A brand is a promise we make to
our customers
and to ourselves
● A brand is shaped by each
experience customers have with
the firm
 Traditional view

A brand is a name, term, sign, symbol, or design which is intended to

identify the goods or services of one seller or group of sellers and to
differentiate them from those of competitors.
 More recent views
Brand is what is experienced and valued
by customers in everyday social life.

Brand is the culture of the product – shared,

taken –for-granted brand stories,
images, and associations

Brand is the mental and emotional file

we have for a product or service or entity.
 A promise

“ … a seller’s promise to deliver consistently

a specific set of features, benefits and
services to buyers.”
Brand is a Perceptual entity
 For consumers, a brand is an experience

Every marketing message consumers see or hear

creates an impression of what the brand stands for
— its image.

Every interaction with a product or its maker

provides tangible proof of the real value the brand
delivers
— its action.
The Role of Brands

Signify
Signify quality
quality

Create
Create barriers
barriers to
to entry
entry

Serve
Serve as
as aa competitive
competitive
advantage
advantage

Secure
Secure price
price premium
premium
 How Brands Work
4. Level: Transformation,
Individ the brand actually
ual beT
nefits invokes change in the
AYdod
u egd
consumer
3. Level: Added value –
e t w ha
VyaNula
o expeect t
uem individual „laddered“ benefits
and
g
Securraphical 2. Level: Security –
deiptyiction
You get what you
expect
Identi 1. Level: Brand name
ficatio and logo ensure the
n
product can be
recognized and
distinguished from the
competition
What do all these big brands have in common?
 What do all these big brands
have in common?

● They have a high recognition & a strong image –

word wide
● They are in great demand – word wide
● They possess a great competitive advantage
● They possess a strong trade leverage
● None of them compete over price

They are economically successful

 Different interpretations of "Value"

● 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.
Creation of added Value is
Branding
 Brand
A brand is a mixture of attributes,
tangible and intangible,
symbolized in a trademark,
which,
if managed properly,
creates value and influence.
 On the competitive front Brand
achieves distinction.

On the consumer front brand adds

value.

A brand has both product and

perceptual components
 Branding
● The purpose of Branding is to transform a
product.

● It must add value that customers covet.

● Transforming a commodity like product into

customer satisfying value added
propositions is the essence of branding.
How to build a strong brand
… provide a competitive product

… enrich that product with credible,

differentiating and influencing
added values

… care about it!

 Anatomy of a Brand

Product

Perception
Product and Perception

Product
Product

Perception
 Branding is a

A physical product is combined with

something else - symbols, Images and
Feelings to produce and idea or concept

The two live and grow with and on one another

in a mutually enhancing partnership and
 Brand

Rational Elements Emotional Elements

Can be copied. Unique.

Touchable. Untouchable.

Brand Building Is Emotional Product Development

They provide more than a
product
BRAND

Emotional
Symbols
Benefits
(Logo,
Colors etc.)

Self-Expressive Added value

Benefits
PRODUCT
Attributes
Scope Brand
Country of Origin Specifics Personality
Quality

Organizational
Associations Customer
Relationship
They care about the brand

Brand Value

“A brand is the consumer’s idea of a product”

time
 The approach
Turning the potentials into success.

Economical success
I. Market Analysis
II

II. Brand Positioning I

III
III. Brand Strategy

IV
IV. Brand Implementation

V. Brand Controlling
V
time
 Brand Building
● It takes time to build a brand.
● There are two routes

● From Product Advantage Intangible

values
● Or From Values products
Little by Little perception moves from objects to
benefits from tangible to intangible values

Intangible added values Intangible added values

Value
Mission
beauty
Personality and
Benefits Skin care
Attributes
Ingredients
protection
Tangible added Values softening
Hydrating cream
Dove
PRODUCT: Marlboro cigarettes
DATE INTRODUCED: 1955
CREATOR: Leo Burnett Co.

The most powerful -- brand image of the century, the

Marlboro Man stands worldwide as the ultimate American
cowboy and masculine trademark, helping establish
Marlboro as the best-selling cigarette in the world.
 By the time the Marlboro Man went national in
1955, sales were at $5 billion, a 3,241% jump
over 1954 and light years ahead of pre-cowboy
sales, when the brand's U.S. share stood at less
than 1%.
 The Campaign of the Century
● Cognitive Benefit
Filter
Aromatic blend
New pack
● Emotional Benefit
Manly self image
● Perceived Image
Virile, masculine

Source: Brand Positioning – Subrato Sen Gupta

 Brand Interactions

When we interact with a brand, we experience

it through a variety of attributes
These attributes govern our experience with a
particular brand

What is it (cognitive)
How does using it feel (emotional)
What does it look like (visual)
How does it sound (auditory)
What does it stand for (symbolic)
 Promotion is the vehicle that allows
us to access the consumer’s mind, to
create a perceptual Inventory of
Imagery, Symbols and Feelings that
come to define the perceptual entity
we call a Brand
The Ad of the Century
 The Best ad campaigns

Volkswagen Think Small 1959

Coca-Cola, The pause that refreshes 1929
Marlboro, The Marlboro Man 1955
Nike, Just do it 1988
McDonald's, You deserve a break today 1971
DeBeers, A diamond is forever 1948
Absolut Vodka, The Absolut Bottle 1981
Miller Lite beer, Tastes great, less filling 1974
Clairol, Does she...or doesn't she 1957
Avis, We try harder 1963
Ranking of the world‘s most valuable brands

Brand Brand Value

$ Billions 2001
Brand Brand Value
$ Billions 2001

Coca-Cola 68,95 Marlboro 22,05

Microsoft 65,07 Mercedes 21,73
IBM 52,75 Citibank 19,01
GE 42,40 Toyota 18,58
Nokia 35,04 Hewlett-Packard 17,98
Intel 34,67 Cisco Systems 17,21
Disney 32,59 American Express 16,92
Ford 30,09 Gilette 15,30
McDonald‘s 25,29 Merill Lynch 15,02
At&T 22,83 Sony 15,01
 Rankings of the most famous
Brands / Companies
World wide Europe USA Japan
1. Coca-Cola Coca-Cola Coca-Cola Sony
2. Sony Sony Campbell’s National
3. Mercedes Benz Mercedes Benz Disney Mercedes Benz
4. Kodak BMW Pepsi-Cola Toyota
5. Disney Philips Kodak Takashima
6. Nestlé Volkswagen NBC Rolls-Royce
7. Toyota Adidas Black&Decker Seiko
8. McDonald’s Kodak Kellog’s Matsushita
9. IBM Nivea McDonald’s Hitachi
10. Pepsi-Cola Porsche Hershey Suntory