Media Planning & Brand Management · Kapferer’s prism Media Planning & Brand Management -...

Media Planning & Brand Management

Stella RomagnoliMarketing & Digital Communication

LUMSA 2019-2020

Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019-20 2

Lesson 1.Brand definitions and

Brand Building Process part 1

What will you learn at the end of this section?

What is a brand

History of brandingUnderstanding the structure of a brand

How to build a brand from scratch: the branding process• Defining and positioning a brand:

– Mission, Vision, Values– Brand personality

– Brand Drivers– Brand Value Proposition

The Brand

And what about this bottle?

Origin of branding

2’22’’

Branding for Designer – Sean Adams – Lynda.com

In the origin, brand meant ownership

Branding for Designer – Sean Adams – Lynda.com

And now?

What is a Brand?

3’34’’

Branding Foundation – Drew Boyd – Lynda.com

The Brand is a promise

Brand logos and brand names are the visual cues to trigger

that locus of emotions that the brand promises you

What’s this brand logo telling you?

What this Brand stands for? What’s the promise?

• Products

• Qualitative standards• Aesthetics

• Status symbol• Price

• …..

And this one?

The brand is how everything (the company does)

is perceived.

Definitions of brand and branding

American Marketing Association. 2011

Brand: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.

Keller. 2015

Branding is the process of giving a meaning to specific company, products or services by creating and shaping a brand in consumers’ minds.It is a strategy designed by companies to help people quickly identify their products and organization, and give them a reason to choose their products over the competition’s, by clarifying what this particular brand is and is not.

The two dimensions of brands

Keller defines a brand as a product that adds either

• rational and tangible dimensions (related to product performance)

• or symbolic, emotional and intangible dimensions (related to what the brand represents) that differentiate it from other products designed to fulfil the same need.1

1 Keller, K.L. (2008a), Building, Measuring, and Managing Brand Equity, 3rd edition. Upper Saddle River, NJ: Prentice Hall.

Brand associations

Brand associations are:

• Intrinsic (functional: shape, taste, performance, price…) also called brand skills; and

• Extrinsic (imagery, lifestyle, symbolism, personality, …) sometimes referred to as brand charisma

Marketing Communication. A European Perspective – P. De Pelsmaker, M. Geuens and J. Van Der Bergh –Pearson 2017

The brand structure

Kapferer. 1992

Kapferer has emphasized brand as an identity structure with six integrated facets of personality, culture, self-projection, physique, relationship and reflection.

Kapferer, J.-N. (1992). Strategic brand management: New approaches to creating and evaluating brand equity. New York: The Free Press.

Kapferer’s prism

EXTERNALIZATIONsocial part

Kapferer’s prism

EXTERNALIZATION INTERNALIZATIONInner part, soul

Kapferer’s prism

EXTERNALIZATION INTERNALIZATION

PICTURE OF THE SENDER

PHYSICS PERSONALITY

Kapferer’s prism

PHYSICS

Tangible combination of characteristics

LOGO,PACKAGING,

DESIGN,SHAPE

Kapferer’s prism

BRAND PERSONALITY,

TONE OF VOICE

PERSONALITY

Identification with a person, attributing

human characteristics

Kapferer’s prism

PICTURE OF THE RECEIVER

SELF IMAGE

Perceiving one’s selfREFLECTION

Typical consumer asperceived by others

Kapferer’s prism

PICTURE OF THE RECEIVER

RELATIONSHIP

What kind of relationship the

customer has with the brand

CULTURE

Brand values

Let’s see an example

Brand Identity Prism

McDonald’s

Let’s try it one now

SELF IMAGEREFLECTION

PHYSICS PERSONALITY

RELATIONSHIP CULTURE

But how can we create and shape a brand?

Where do we start building a brand?

The Branding Process

3’13’’

Branding Building Process

1. Define and position the Brand (Vision, Mission, Values, Brand Personality and Brand Value Proposition)

2. Express the brand

3. Build awareness and reputation for the brand4. Measure the brand

Define and position the Brand

Defining the Brand

We need to start by asking ourselves:

1. What products or services do we sell? (brand skills)2. What are the trends and opportunities in the market?

3. Who are our customers?4. Who are our competitors?

5. What is our value proposition?

To find the brand proposition wehave to consider:

1. The brand owner perspective2. The competitors and3. The target audience

The Brand Value Proposition model by Interbrand (revisited)

1.The Brand Owner

Perspective

Brand owner perspective: Brand Values

Brand OwnerPerspective

(their capabilities and vision for the brand)

Brand Values(what a brand stands for,

the things it holds dear, the principles that define how it

behaves)

Brand Values

Brand Owner perspective

• Who we are and what are our core values, culture, beliefs(BRAND VALUES)

• Why we do what we do (BRAND VISION)– Our strategic goals– Our vision of the future

• What we do (BRAND MISSION)– What we offer– Our skills and expertise

Vision: the big idea

• It's the dream. It's what you've always dreamt of, and it'sthe big dream.

• It’s the WHY you’re doing this business

• It's far-reaching. It's going to stretch your mind, stretch your imagination, so you want to reach far and wide.

• And you also want to make sure that that vision excitespeople.

Mission and Vision statements explained – EnterpreneurNOW – Linkedin learning 2019

Mission: it’s what we do

We could break up mission statement into two groups:

• Business mission• Social missionA social mission is optional. Some brand write the business mission and the social mission together, but they are different things.

Social missions usually don’t make money… so the investors prefer to clearly understand the business missionof a brand.

Business Mission

The business mission tells the story of the business.

• It tells what the business is• What’s its purpose.

• And it's very descriptive.There are lots of mission statements that do not tellanything about what brands do…

…and that’s why! Tips to create a mission statements

https://youtu.be/LJhG3HZ7b4o

3’51’’

Vision Vs. Mission

2’37’’

ExamplesMission, Vision, Values

The Mission is the Brand DNA

The Post 2’30’’

2’30’’

Findus mission

Google mission

The vision is quite vague

Enel Values

Algebris Investments

Brand Personality

Brand owner perspective: Brand Personality

Brand OwnerPerspective

(their capabilities and vision for the brand)

Brand Values

Brand Personality(the human characteristics that are attributed to and

personify the brand)

Brand Personality

3’08’’

Brand Personality

• Personality increases consumer preference for a brand and helps mantain loyal customers

• Dimensions of brand personality (J. Aaker 1997):

1. Sincerity2. Excitement3. Competence4. Sophistication5. Ruggedness

• To be perceived as credible, the brand must have traits consistent with someone who would make and keep hispromise

Jennifer Aaker Brand Personality dimensions and traits

Everybrand has 1 or 2 personality traits

Sincerity

• Sincere brands are often more “down-to-earth”, they might be small-town originated, or family-oriented, and are often very honest and real with their customers

• Sincere brands can also be sentimental, cheerful, and wholesome.

Excitement

• This includes brands that are daring and trendy, modern, spirited, or imaginative.

• Exciting brands are often new, cool, trendy, young, contemporary, and unique.

Competence

• Brand personalities that focus on competence are reliable, hard-working, and secure. They often involve a great deal of technical features and intelligence, and may link with thought-leaders, confident people, success, and corporations.

Sophistication

• Sophisticated brands are frequently associated with the upper-class. They link with things like beauty and have a very charming voice. Some sophisticated brands are quite glamorous, and “exclusive” too.

Ruggedness

• Rugged brands are bolder and daring. Their focus is on outdoorsy elements, masculinity, and a sense of overall toughness or strength.

ThanksSources:Branding Foundation – Drew Boyd – Lynda.comBranding for Designer – Sean Adams – Lynda.comMission and Vision statements explained – EnterpreneurNOW – Linkedin learning 2019Kapferer, J.-N. (1992). Strategic brand management: New approaches to creating and evaluating brand equity. New York: The Free Press.Marketing Communication. A European Perspective – P. De Pelsmaker, M. Geuens and J. Van Der Bergh –Pearson 2017Dimensions of brand personality, Jennifer L Aaker, JMR Journal of Marketing Research; Aug 1997Brand Value Proposition Model, Interbrandwww.panmore.com

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