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Brand Navigation_A Qualitative Exploration of Brand Equity by RI Qualitatif, 2003
Citation preview
Brand Navigationsm
A qualitative exploration of brand equity
copy Research International 2003
What is Brand Navigationsm
A philosophy to provide an holistic and
detailed understanding of consumer
relationships with brands and the
resulting brand equity
A ldquosisterrdquo to Equity Enginesm
Equity Enginesm quantifies the relative
strength of brands and the
underlying drivers of brand equity
What is brand equity
An understanding of the
overall strength of a brand
in terms of its emotional and functional
benefits as
perceived by the consumer
Brand
Associations
that Define
Attitudes
amp
Beliefs
Brands compress and stimulate
rational and emotional associations that define attitudes and beliefs
How brand equity is created
Brand
Affinity Authority
Identification
Approval
Brand Associations Include
Feelings and Perceptions of Intangibles
How brand equity is created
Brand
Performance Product Service
compared with
Competition
Brand Associations Include Perceptions of
Functional and ldquoEmotionalrdquo Performance Measures
How brand equity is created
Question
How do we protect the erosion of the brand
Answer
By understanding how brand equity is created managed
and sustained
EquityMap
A model of the world in which brands existhellip
in which a suite of Research International solutionshellip
applies a unique spectrum of qualitative and quantitative branding research
expertisehellip
within a consistent conceptual framework
Harmonised Solutions for Exploring the EquityMap
Equity Engine
Brand Navigation
BrandSight Gallery
Locator
Harmonised Solutions for Exploring the EquityMap
Equity Engine Quantified monitor of brand equity and measurement of key equity
drivers
Brand Navigation Flexible qualitative toolkit for evaluating and understanding each
dimension of equity
BrandSight Gallery Visually based system for evaluating Core Values and Brand
Personality
Locator Powerful micro-modelling system for optimisation of brand image
and positioning
Awareness
Familiarity
Affinity Performance
Equity
Components of brand equity
Affinity and performance
Coherence is essential between
Emotional and functional dimensions
Codes and signs
Current image and heritage (core values)
Qualitative analysis
Semiotics
The components of affinity the elements
of the map
Trust
Innovation
Authority
Identification
Approval
Affinity
Affinity authority
Heritage Destiny Where the
brand is going
Authority heritage trust innovation
Weight of years
Versus
Beware of lsquofakersquo heritage founder myths need
substance
Authority - Heritage
Experience
A B C
laquotechnicalraquo
brand has a
know-how
proved itself
Personal
experience
laquo Peersrsquoraquo
experience
laquocoldraquo Trust laquowarmraquo Trust
Authority - Trust
Corporate Trust
Expertise and
Performance
Trust
Relationship
Trust Ethical Trust
Authority - Innovation
Dynamism
Research amp
Technology
Speed Creativity
Useful Trivial
Evolution Revolution
Affinity identification
Bonding
Caring
Nostalgia
Authority
Identification
Approval
Affinity
Identification - bonding caring
nostalgia
Ubiquity Respectful
Attentive Transparent
Makes things
easier
Bonding
Relational
Identification - Bonding
Guardian Angel Active audience
Caring
Softness Reassurance
laquoI understand youraquo
Identification - Caring
Attractiveness A sense of ritualisation
Nostalgia
Breaking away
Regression Sensory Tribal
Identification - Nostalgia
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Affinity
Affinity approval
Approval - prestige acceptability
endorsement
Exclusivity Knowledge
Prestige
History
bull Refinement
bull Quality
bull Elegance
Approval - Prestige
Social Neutrality
Conventional conformist
Politically correct
Acceptability
Reassurance
Know-how
Expertise
No Social risk No Technical risk
Approval - Acceptability
Status Personal standards
Endorsement
Distinctiveness
Oute
r
Versus
Inner
Brand as
a laquobadgeraquo
Approval - Endorsement
Outer = Status amp distinct
Inner = Personal
Break out session - 10 mins max
From your knowledge or well known brands try and complete the affinity components of brand navigation
Brand equity of helliphellip
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
How to generate the information we need
from consumers the methods and
techniques
Approaches to understanding affinity
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Brand personality
User personality
Core symbolic values
Brand social
Personality
Authority - approaches to
understanding core symbolic values
In depth interviews with client stakeholders
Company - Brand relationships
Projective techniques in creative group sessions
with consumers
GenealogyFamily tree
Personification of the laquoFounding Fatherraquo amp family
ObituaryReincarnation
Description of the Company Board of Directors
Time Capsule
Secret Development Room
BrandSight Gallerysm I
Identification - approaches to
understanding brand and user
personality
Personification
Analogies
Collage
Visit to the factory
Planet game
BrandSight Gallerysm II
Personification
Collage
Role playing
BrandSight Gallery II
Brand Personality User
Approval - approaches to
understanding brand social personality
Brand party
game Role playing
War of
brands Shopping
basket
Awareness
Familiarity
Affinity Performance
Equity
Understanding performance
Approaches to understanding
performance
Free associations
Product mappingsorting
Productrsquos recipe
SimilaritiesDissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslowrsquos hierarchy of needs
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
What is Brand Navigationsm
A philosophy to provide an holistic and
detailed understanding of consumer
relationships with brands and the
resulting brand equity
A ldquosisterrdquo to Equity Enginesm
Equity Enginesm quantifies the relative
strength of brands and the
underlying drivers of brand equity
What is brand equity
An understanding of the
overall strength of a brand
in terms of its emotional and functional
benefits as
perceived by the consumer
Brand
Associations
that Define
Attitudes
amp
Beliefs
Brands compress and stimulate
rational and emotional associations that define attitudes and beliefs
How brand equity is created
Brand
Affinity Authority
Identification
Approval
Brand Associations Include
Feelings and Perceptions of Intangibles
How brand equity is created
Brand
Performance Product Service
compared with
Competition
Brand Associations Include Perceptions of
Functional and ldquoEmotionalrdquo Performance Measures
How brand equity is created
Question
How do we protect the erosion of the brand
Answer
By understanding how brand equity is created managed
and sustained
EquityMap
A model of the world in which brands existhellip
in which a suite of Research International solutionshellip
applies a unique spectrum of qualitative and quantitative branding research
expertisehellip
within a consistent conceptual framework
Harmonised Solutions for Exploring the EquityMap
Equity Engine
Brand Navigation
BrandSight Gallery
Locator
Harmonised Solutions for Exploring the EquityMap
Equity Engine Quantified monitor of brand equity and measurement of key equity
drivers
Brand Navigation Flexible qualitative toolkit for evaluating and understanding each
dimension of equity
BrandSight Gallery Visually based system for evaluating Core Values and Brand
Personality
Locator Powerful micro-modelling system for optimisation of brand image
and positioning
Awareness
Familiarity
Affinity Performance
Equity
Components of brand equity
Affinity and performance
Coherence is essential between
Emotional and functional dimensions
Codes and signs
Current image and heritage (core values)
Qualitative analysis
Semiotics
The components of affinity the elements
of the map
Trust
Innovation
Authority
Identification
Approval
Affinity
Affinity authority
Heritage Destiny Where the
brand is going
Authority heritage trust innovation
Weight of years
Versus
Beware of lsquofakersquo heritage founder myths need
substance
Authority - Heritage
Experience
A B C
laquotechnicalraquo
brand has a
know-how
proved itself
Personal
experience
laquo Peersrsquoraquo
experience
laquocoldraquo Trust laquowarmraquo Trust
Authority - Trust
Corporate Trust
Expertise and
Performance
Trust
Relationship
Trust Ethical Trust
Authority - Innovation
Dynamism
Research amp
Technology
Speed Creativity
Useful Trivial
Evolution Revolution
Affinity identification
Bonding
Caring
Nostalgia
Authority
Identification
Approval
Affinity
Identification - bonding caring
nostalgia
Ubiquity Respectful
Attentive Transparent
Makes things
easier
Bonding
Relational
Identification - Bonding
Guardian Angel Active audience
Caring
Softness Reassurance
laquoI understand youraquo
Identification - Caring
Attractiveness A sense of ritualisation
Nostalgia
Breaking away
Regression Sensory Tribal
Identification - Nostalgia
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Affinity
Affinity approval
Approval - prestige acceptability
endorsement
Exclusivity Knowledge
Prestige
History
bull Refinement
bull Quality
bull Elegance
Approval - Prestige
Social Neutrality
Conventional conformist
Politically correct
Acceptability
Reassurance
Know-how
Expertise
No Social risk No Technical risk
Approval - Acceptability
Status Personal standards
Endorsement
Distinctiveness
Oute
r
Versus
Inner
Brand as
a laquobadgeraquo
Approval - Endorsement
Outer = Status amp distinct
Inner = Personal
Break out session - 10 mins max
From your knowledge or well known brands try and complete the affinity components of brand navigation
Brand equity of helliphellip
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
How to generate the information we need
from consumers the methods and
techniques
Approaches to understanding affinity
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Brand personality
User personality
Core symbolic values
Brand social
Personality
Authority - approaches to
understanding core symbolic values
In depth interviews with client stakeholders
Company - Brand relationships
Projective techniques in creative group sessions
with consumers
GenealogyFamily tree
Personification of the laquoFounding Fatherraquo amp family
ObituaryReincarnation
Description of the Company Board of Directors
Time Capsule
Secret Development Room
BrandSight Gallerysm I
Identification - approaches to
understanding brand and user
personality
Personification
Analogies
Collage
Visit to the factory
Planet game
BrandSight Gallerysm II
Personification
Collage
Role playing
BrandSight Gallery II
Brand Personality User
Approval - approaches to
understanding brand social personality
Brand party
game Role playing
War of
brands Shopping
basket
Awareness
Familiarity
Affinity Performance
Equity
Understanding performance
Approaches to understanding
performance
Free associations
Product mappingsorting
Productrsquos recipe
SimilaritiesDissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslowrsquos hierarchy of needs
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
What is brand equity
An understanding of the
overall strength of a brand
in terms of its emotional and functional
benefits as
perceived by the consumer
Brand
Associations
that Define
Attitudes
amp
Beliefs
Brands compress and stimulate
rational and emotional associations that define attitudes and beliefs
How brand equity is created
Brand
Affinity Authority
Identification
Approval
Brand Associations Include
Feelings and Perceptions of Intangibles
How brand equity is created
Brand
Performance Product Service
compared with
Competition
Brand Associations Include Perceptions of
Functional and ldquoEmotionalrdquo Performance Measures
How brand equity is created
Question
How do we protect the erosion of the brand
Answer
By understanding how brand equity is created managed
and sustained
EquityMap
A model of the world in which brands existhellip
in which a suite of Research International solutionshellip
applies a unique spectrum of qualitative and quantitative branding research
expertisehellip
within a consistent conceptual framework
Harmonised Solutions for Exploring the EquityMap
Equity Engine
Brand Navigation
BrandSight Gallery
Locator
Harmonised Solutions for Exploring the EquityMap
Equity Engine Quantified monitor of brand equity and measurement of key equity
drivers
Brand Navigation Flexible qualitative toolkit for evaluating and understanding each
dimension of equity
BrandSight Gallery Visually based system for evaluating Core Values and Brand
Personality
Locator Powerful micro-modelling system for optimisation of brand image
and positioning
Awareness
Familiarity
Affinity Performance
Equity
Components of brand equity
Affinity and performance
Coherence is essential between
Emotional and functional dimensions
Codes and signs
Current image and heritage (core values)
Qualitative analysis
Semiotics
The components of affinity the elements
of the map
Trust
Innovation
Authority
Identification
Approval
Affinity
Affinity authority
Heritage Destiny Where the
brand is going
Authority heritage trust innovation
Weight of years
Versus
Beware of lsquofakersquo heritage founder myths need
substance
Authority - Heritage
Experience
A B C
laquotechnicalraquo
brand has a
know-how
proved itself
Personal
experience
laquo Peersrsquoraquo
experience
laquocoldraquo Trust laquowarmraquo Trust
Authority - Trust
Corporate Trust
Expertise and
Performance
Trust
Relationship
Trust Ethical Trust
Authority - Innovation
Dynamism
Research amp
Technology
Speed Creativity
Useful Trivial
Evolution Revolution
Affinity identification
Bonding
Caring
Nostalgia
Authority
Identification
Approval
Affinity
Identification - bonding caring
nostalgia
Ubiquity Respectful
Attentive Transparent
Makes things
easier
Bonding
Relational
Identification - Bonding
Guardian Angel Active audience
Caring
Softness Reassurance
laquoI understand youraquo
Identification - Caring
Attractiveness A sense of ritualisation
Nostalgia
Breaking away
Regression Sensory Tribal
Identification - Nostalgia
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Affinity
Affinity approval
Approval - prestige acceptability
endorsement
Exclusivity Knowledge
Prestige
History
bull Refinement
bull Quality
bull Elegance
Approval - Prestige
Social Neutrality
Conventional conformist
Politically correct
Acceptability
Reassurance
Know-how
Expertise
No Social risk No Technical risk
Approval - Acceptability
Status Personal standards
Endorsement
Distinctiveness
Oute
r
Versus
Inner
Brand as
a laquobadgeraquo
Approval - Endorsement
Outer = Status amp distinct
Inner = Personal
Break out session - 10 mins max
From your knowledge or well known brands try and complete the affinity components of brand navigation
Brand equity of helliphellip
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
How to generate the information we need
from consumers the methods and
techniques
Approaches to understanding affinity
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Brand personality
User personality
Core symbolic values
Brand social
Personality
Authority - approaches to
understanding core symbolic values
In depth interviews with client stakeholders
Company - Brand relationships
Projective techniques in creative group sessions
with consumers
GenealogyFamily tree
Personification of the laquoFounding Fatherraquo amp family
ObituaryReincarnation
Description of the Company Board of Directors
Time Capsule
Secret Development Room
BrandSight Gallerysm I
Identification - approaches to
understanding brand and user
personality
Personification
Analogies
Collage
Visit to the factory
Planet game
BrandSight Gallerysm II
Personification
Collage
Role playing
BrandSight Gallery II
Brand Personality User
Approval - approaches to
understanding brand social personality
Brand party
game Role playing
War of
brands Shopping
basket
Awareness
Familiarity
Affinity Performance
Equity
Understanding performance
Approaches to understanding
performance
Free associations
Product mappingsorting
Productrsquos recipe
SimilaritiesDissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslowrsquos hierarchy of needs
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Brand
Associations
that Define
Attitudes
amp
Beliefs
Brands compress and stimulate
rational and emotional associations that define attitudes and beliefs
How brand equity is created
Brand
Affinity Authority
Identification
Approval
Brand Associations Include
Feelings and Perceptions of Intangibles
How brand equity is created
Brand
Performance Product Service
compared with
Competition
Brand Associations Include Perceptions of
Functional and ldquoEmotionalrdquo Performance Measures
How brand equity is created
Question
How do we protect the erosion of the brand
Answer
By understanding how brand equity is created managed
and sustained
EquityMap
A model of the world in which brands existhellip
in which a suite of Research International solutionshellip
applies a unique spectrum of qualitative and quantitative branding research
expertisehellip
within a consistent conceptual framework
Harmonised Solutions for Exploring the EquityMap
Equity Engine
Brand Navigation
BrandSight Gallery
Locator
Harmonised Solutions for Exploring the EquityMap
Equity Engine Quantified monitor of brand equity and measurement of key equity
drivers
Brand Navigation Flexible qualitative toolkit for evaluating and understanding each
dimension of equity
BrandSight Gallery Visually based system for evaluating Core Values and Brand
Personality
Locator Powerful micro-modelling system for optimisation of brand image
and positioning
Awareness
Familiarity
Affinity Performance
Equity
Components of brand equity
Affinity and performance
Coherence is essential between
Emotional and functional dimensions
Codes and signs
Current image and heritage (core values)
Qualitative analysis
Semiotics
The components of affinity the elements
of the map
Trust
Innovation
Authority
Identification
Approval
Affinity
Affinity authority
Heritage Destiny Where the
brand is going
Authority heritage trust innovation
Weight of years
Versus
Beware of lsquofakersquo heritage founder myths need
substance
Authority - Heritage
Experience
A B C
laquotechnicalraquo
brand has a
know-how
proved itself
Personal
experience
laquo Peersrsquoraquo
experience
laquocoldraquo Trust laquowarmraquo Trust
Authority - Trust
Corporate Trust
Expertise and
Performance
Trust
Relationship
Trust Ethical Trust
Authority - Innovation
Dynamism
Research amp
Technology
Speed Creativity
Useful Trivial
Evolution Revolution
Affinity identification
Bonding
Caring
Nostalgia
Authority
Identification
Approval
Affinity
Identification - bonding caring
nostalgia
Ubiquity Respectful
Attentive Transparent
Makes things
easier
Bonding
Relational
Identification - Bonding
Guardian Angel Active audience
Caring
Softness Reassurance
laquoI understand youraquo
Identification - Caring
Attractiveness A sense of ritualisation
Nostalgia
Breaking away
Regression Sensory Tribal
Identification - Nostalgia
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Affinity
Affinity approval
Approval - prestige acceptability
endorsement
Exclusivity Knowledge
Prestige
History
bull Refinement
bull Quality
bull Elegance
Approval - Prestige
Social Neutrality
Conventional conformist
Politically correct
Acceptability
Reassurance
Know-how
Expertise
No Social risk No Technical risk
Approval - Acceptability
Status Personal standards
Endorsement
Distinctiveness
Oute
r
Versus
Inner
Brand as
a laquobadgeraquo
Approval - Endorsement
Outer = Status amp distinct
Inner = Personal
Break out session - 10 mins max
From your knowledge or well known brands try and complete the affinity components of brand navigation
Brand equity of helliphellip
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
How to generate the information we need
from consumers the methods and
techniques
Approaches to understanding affinity
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Brand personality
User personality
Core symbolic values
Brand social
Personality
Authority - approaches to
understanding core symbolic values
In depth interviews with client stakeholders
Company - Brand relationships
Projective techniques in creative group sessions
with consumers
GenealogyFamily tree
Personification of the laquoFounding Fatherraquo amp family
ObituaryReincarnation
Description of the Company Board of Directors
Time Capsule
Secret Development Room
BrandSight Gallerysm I
Identification - approaches to
understanding brand and user
personality
Personification
Analogies
Collage
Visit to the factory
Planet game
BrandSight Gallerysm II
Personification
Collage
Role playing
BrandSight Gallery II
Brand Personality User
Approval - approaches to
understanding brand social personality
Brand party
game Role playing
War of
brands Shopping
basket
Awareness
Familiarity
Affinity Performance
Equity
Understanding performance
Approaches to understanding
performance
Free associations
Product mappingsorting
Productrsquos recipe
SimilaritiesDissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslowrsquos hierarchy of needs
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Brand
Affinity Authority
Identification
Approval
Brand Associations Include
Feelings and Perceptions of Intangibles
How brand equity is created
Brand
Performance Product Service
compared with
Competition
Brand Associations Include Perceptions of
Functional and ldquoEmotionalrdquo Performance Measures
How brand equity is created
Question
How do we protect the erosion of the brand
Answer
By understanding how brand equity is created managed
and sustained
EquityMap
A model of the world in which brands existhellip
in which a suite of Research International solutionshellip
applies a unique spectrum of qualitative and quantitative branding research
expertisehellip
within a consistent conceptual framework
Harmonised Solutions for Exploring the EquityMap
Equity Engine
Brand Navigation
BrandSight Gallery
Locator
Harmonised Solutions for Exploring the EquityMap
Equity Engine Quantified monitor of brand equity and measurement of key equity
drivers
Brand Navigation Flexible qualitative toolkit for evaluating and understanding each
dimension of equity
BrandSight Gallery Visually based system for evaluating Core Values and Brand
Personality
Locator Powerful micro-modelling system for optimisation of brand image
and positioning
Awareness
Familiarity
Affinity Performance
Equity
Components of brand equity
Affinity and performance
Coherence is essential between
Emotional and functional dimensions
Codes and signs
Current image and heritage (core values)
Qualitative analysis
Semiotics
The components of affinity the elements
of the map
Trust
Innovation
Authority
Identification
Approval
Affinity
Affinity authority
Heritage Destiny Where the
brand is going
Authority heritage trust innovation
Weight of years
Versus
Beware of lsquofakersquo heritage founder myths need
substance
Authority - Heritage
Experience
A B C
laquotechnicalraquo
brand has a
know-how
proved itself
Personal
experience
laquo Peersrsquoraquo
experience
laquocoldraquo Trust laquowarmraquo Trust
Authority - Trust
Corporate Trust
Expertise and
Performance
Trust
Relationship
Trust Ethical Trust
Authority - Innovation
Dynamism
Research amp
Technology
Speed Creativity
Useful Trivial
Evolution Revolution
Affinity identification
Bonding
Caring
Nostalgia
Authority
Identification
Approval
Affinity
Identification - bonding caring
nostalgia
Ubiquity Respectful
Attentive Transparent
Makes things
easier
Bonding
Relational
Identification - Bonding
Guardian Angel Active audience
Caring
Softness Reassurance
laquoI understand youraquo
Identification - Caring
Attractiveness A sense of ritualisation
Nostalgia
Breaking away
Regression Sensory Tribal
Identification - Nostalgia
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Affinity
Affinity approval
Approval - prestige acceptability
endorsement
Exclusivity Knowledge
Prestige
History
bull Refinement
bull Quality
bull Elegance
Approval - Prestige
Social Neutrality
Conventional conformist
Politically correct
Acceptability
Reassurance
Know-how
Expertise
No Social risk No Technical risk
Approval - Acceptability
Status Personal standards
Endorsement
Distinctiveness
Oute
r
Versus
Inner
Brand as
a laquobadgeraquo
Approval - Endorsement
Outer = Status amp distinct
Inner = Personal
Break out session - 10 mins max
From your knowledge or well known brands try and complete the affinity components of brand navigation
Brand equity of helliphellip
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
How to generate the information we need
from consumers the methods and
techniques
Approaches to understanding affinity
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Brand personality
User personality
Core symbolic values
Brand social
Personality
Authority - approaches to
understanding core symbolic values
In depth interviews with client stakeholders
Company - Brand relationships
Projective techniques in creative group sessions
with consumers
GenealogyFamily tree
Personification of the laquoFounding Fatherraquo amp family
ObituaryReincarnation
Description of the Company Board of Directors
Time Capsule
Secret Development Room
BrandSight Gallerysm I
Identification - approaches to
understanding brand and user
personality
Personification
Analogies
Collage
Visit to the factory
Planet game
BrandSight Gallerysm II
Personification
Collage
Role playing
BrandSight Gallery II
Brand Personality User
Approval - approaches to
understanding brand social personality
Brand party
game Role playing
War of
brands Shopping
basket
Awareness
Familiarity
Affinity Performance
Equity
Understanding performance
Approaches to understanding
performance
Free associations
Product mappingsorting
Productrsquos recipe
SimilaritiesDissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslowrsquos hierarchy of needs
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Brand
Performance Product Service
compared with
Competition
Brand Associations Include Perceptions of
Functional and ldquoEmotionalrdquo Performance Measures
How brand equity is created
Question
How do we protect the erosion of the brand
Answer
By understanding how brand equity is created managed
and sustained
EquityMap
A model of the world in which brands existhellip
in which a suite of Research International solutionshellip
applies a unique spectrum of qualitative and quantitative branding research
expertisehellip
within a consistent conceptual framework
Harmonised Solutions for Exploring the EquityMap
Equity Engine
Brand Navigation
BrandSight Gallery
Locator
Harmonised Solutions for Exploring the EquityMap
Equity Engine Quantified monitor of brand equity and measurement of key equity
drivers
Brand Navigation Flexible qualitative toolkit for evaluating and understanding each
dimension of equity
BrandSight Gallery Visually based system for evaluating Core Values and Brand
Personality
Locator Powerful micro-modelling system for optimisation of brand image
and positioning
Awareness
Familiarity
Affinity Performance
Equity
Components of brand equity
Affinity and performance
Coherence is essential between
Emotional and functional dimensions
Codes and signs
Current image and heritage (core values)
Qualitative analysis
Semiotics
The components of affinity the elements
of the map
Trust
Innovation
Authority
Identification
Approval
Affinity
Affinity authority
Heritage Destiny Where the
brand is going
Authority heritage trust innovation
Weight of years
Versus
Beware of lsquofakersquo heritage founder myths need
substance
Authority - Heritage
Experience
A B C
laquotechnicalraquo
brand has a
know-how
proved itself
Personal
experience
laquo Peersrsquoraquo
experience
laquocoldraquo Trust laquowarmraquo Trust
Authority - Trust
Corporate Trust
Expertise and
Performance
Trust
Relationship
Trust Ethical Trust
Authority - Innovation
Dynamism
Research amp
Technology
Speed Creativity
Useful Trivial
Evolution Revolution
Affinity identification
Bonding
Caring
Nostalgia
Authority
Identification
Approval
Affinity
Identification - bonding caring
nostalgia
Ubiquity Respectful
Attentive Transparent
Makes things
easier
Bonding
Relational
Identification - Bonding
Guardian Angel Active audience
Caring
Softness Reassurance
laquoI understand youraquo
Identification - Caring
Attractiveness A sense of ritualisation
Nostalgia
Breaking away
Regression Sensory Tribal
Identification - Nostalgia
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Affinity
Affinity approval
Approval - prestige acceptability
endorsement
Exclusivity Knowledge
Prestige
History
bull Refinement
bull Quality
bull Elegance
Approval - Prestige
Social Neutrality
Conventional conformist
Politically correct
Acceptability
Reassurance
Know-how
Expertise
No Social risk No Technical risk
Approval - Acceptability
Status Personal standards
Endorsement
Distinctiveness
Oute
r
Versus
Inner
Brand as
a laquobadgeraquo
Approval - Endorsement
Outer = Status amp distinct
Inner = Personal
Break out session - 10 mins max
From your knowledge or well known brands try and complete the affinity components of brand navigation
Brand equity of helliphellip
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
How to generate the information we need
from consumers the methods and
techniques
Approaches to understanding affinity
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Brand personality
User personality
Core symbolic values
Brand social
Personality
Authority - approaches to
understanding core symbolic values
In depth interviews with client stakeholders
Company - Brand relationships
Projective techniques in creative group sessions
with consumers
GenealogyFamily tree
Personification of the laquoFounding Fatherraquo amp family
ObituaryReincarnation
Description of the Company Board of Directors
Time Capsule
Secret Development Room
BrandSight Gallerysm I
Identification - approaches to
understanding brand and user
personality
Personification
Analogies
Collage
Visit to the factory
Planet game
BrandSight Gallerysm II
Personification
Collage
Role playing
BrandSight Gallery II
Brand Personality User
Approval - approaches to
understanding brand social personality
Brand party
game Role playing
War of
brands Shopping
basket
Awareness
Familiarity
Affinity Performance
Equity
Understanding performance
Approaches to understanding
performance
Free associations
Product mappingsorting
Productrsquos recipe
SimilaritiesDissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslowrsquos hierarchy of needs
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Question
How do we protect the erosion of the brand
Answer
By understanding how brand equity is created managed
and sustained
EquityMap
A model of the world in which brands existhellip
in which a suite of Research International solutionshellip
applies a unique spectrum of qualitative and quantitative branding research
expertisehellip
within a consistent conceptual framework
Harmonised Solutions for Exploring the EquityMap
Equity Engine
Brand Navigation
BrandSight Gallery
Locator
Harmonised Solutions for Exploring the EquityMap
Equity Engine Quantified monitor of brand equity and measurement of key equity
drivers
Brand Navigation Flexible qualitative toolkit for evaluating and understanding each
dimension of equity
BrandSight Gallery Visually based system for evaluating Core Values and Brand
Personality
Locator Powerful micro-modelling system for optimisation of brand image
and positioning
Awareness
Familiarity
Affinity Performance
Equity
Components of brand equity
Affinity and performance
Coherence is essential between
Emotional and functional dimensions
Codes and signs
Current image and heritage (core values)
Qualitative analysis
Semiotics
The components of affinity the elements
of the map
Trust
Innovation
Authority
Identification
Approval
Affinity
Affinity authority
Heritage Destiny Where the
brand is going
Authority heritage trust innovation
Weight of years
Versus
Beware of lsquofakersquo heritage founder myths need
substance
Authority - Heritage
Experience
A B C
laquotechnicalraquo
brand has a
know-how
proved itself
Personal
experience
laquo Peersrsquoraquo
experience
laquocoldraquo Trust laquowarmraquo Trust
Authority - Trust
Corporate Trust
Expertise and
Performance
Trust
Relationship
Trust Ethical Trust
Authority - Innovation
Dynamism
Research amp
Technology
Speed Creativity
Useful Trivial
Evolution Revolution
Affinity identification
Bonding
Caring
Nostalgia
Authority
Identification
Approval
Affinity
Identification - bonding caring
nostalgia
Ubiquity Respectful
Attentive Transparent
Makes things
easier
Bonding
Relational
Identification - Bonding
Guardian Angel Active audience
Caring
Softness Reassurance
laquoI understand youraquo
Identification - Caring
Attractiveness A sense of ritualisation
Nostalgia
Breaking away
Regression Sensory Tribal
Identification - Nostalgia
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Affinity
Affinity approval
Approval - prestige acceptability
endorsement
Exclusivity Knowledge
Prestige
History
bull Refinement
bull Quality
bull Elegance
Approval - Prestige
Social Neutrality
Conventional conformist
Politically correct
Acceptability
Reassurance
Know-how
Expertise
No Social risk No Technical risk
Approval - Acceptability
Status Personal standards
Endorsement
Distinctiveness
Oute
r
Versus
Inner
Brand as
a laquobadgeraquo
Approval - Endorsement
Outer = Status amp distinct
Inner = Personal
Break out session - 10 mins max
From your knowledge or well known brands try and complete the affinity components of brand navigation
Brand equity of helliphellip
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
How to generate the information we need
from consumers the methods and
techniques
Approaches to understanding affinity
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Brand personality
User personality
Core symbolic values
Brand social
Personality
Authority - approaches to
understanding core symbolic values
In depth interviews with client stakeholders
Company - Brand relationships
Projective techniques in creative group sessions
with consumers
GenealogyFamily tree
Personification of the laquoFounding Fatherraquo amp family
ObituaryReincarnation
Description of the Company Board of Directors
Time Capsule
Secret Development Room
BrandSight Gallerysm I
Identification - approaches to
understanding brand and user
personality
Personification
Analogies
Collage
Visit to the factory
Planet game
BrandSight Gallerysm II
Personification
Collage
Role playing
BrandSight Gallery II
Brand Personality User
Approval - approaches to
understanding brand social personality
Brand party
game Role playing
War of
brands Shopping
basket
Awareness
Familiarity
Affinity Performance
Equity
Understanding performance
Approaches to understanding
performance
Free associations
Product mappingsorting
Productrsquos recipe
SimilaritiesDissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslowrsquos hierarchy of needs
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
EquityMap
A model of the world in which brands existhellip
in which a suite of Research International solutionshellip
applies a unique spectrum of qualitative and quantitative branding research
expertisehellip
within a consistent conceptual framework
Harmonised Solutions for Exploring the EquityMap
Equity Engine
Brand Navigation
BrandSight Gallery
Locator
Harmonised Solutions for Exploring the EquityMap
Equity Engine Quantified monitor of brand equity and measurement of key equity
drivers
Brand Navigation Flexible qualitative toolkit for evaluating and understanding each
dimension of equity
BrandSight Gallery Visually based system for evaluating Core Values and Brand
Personality
Locator Powerful micro-modelling system for optimisation of brand image
and positioning
Awareness
Familiarity
Affinity Performance
Equity
Components of brand equity
Affinity and performance
Coherence is essential between
Emotional and functional dimensions
Codes and signs
Current image and heritage (core values)
Qualitative analysis
Semiotics
The components of affinity the elements
of the map
Trust
Innovation
Authority
Identification
Approval
Affinity
Affinity authority
Heritage Destiny Where the
brand is going
Authority heritage trust innovation
Weight of years
Versus
Beware of lsquofakersquo heritage founder myths need
substance
Authority - Heritage
Experience
A B C
laquotechnicalraquo
brand has a
know-how
proved itself
Personal
experience
laquo Peersrsquoraquo
experience
laquocoldraquo Trust laquowarmraquo Trust
Authority - Trust
Corporate Trust
Expertise and
Performance
Trust
Relationship
Trust Ethical Trust
Authority - Innovation
Dynamism
Research amp
Technology
Speed Creativity
Useful Trivial
Evolution Revolution
Affinity identification
Bonding
Caring
Nostalgia
Authority
Identification
Approval
Affinity
Identification - bonding caring
nostalgia
Ubiquity Respectful
Attentive Transparent
Makes things
easier
Bonding
Relational
Identification - Bonding
Guardian Angel Active audience
Caring
Softness Reassurance
laquoI understand youraquo
Identification - Caring
Attractiveness A sense of ritualisation
Nostalgia
Breaking away
Regression Sensory Tribal
Identification - Nostalgia
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Affinity
Affinity approval
Approval - prestige acceptability
endorsement
Exclusivity Knowledge
Prestige
History
bull Refinement
bull Quality
bull Elegance
Approval - Prestige
Social Neutrality
Conventional conformist
Politically correct
Acceptability
Reassurance
Know-how
Expertise
No Social risk No Technical risk
Approval - Acceptability
Status Personal standards
Endorsement
Distinctiveness
Oute
r
Versus
Inner
Brand as
a laquobadgeraquo
Approval - Endorsement
Outer = Status amp distinct
Inner = Personal
Break out session - 10 mins max
From your knowledge or well known brands try and complete the affinity components of brand navigation
Brand equity of helliphellip
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
How to generate the information we need
from consumers the methods and
techniques
Approaches to understanding affinity
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Brand personality
User personality
Core symbolic values
Brand social
Personality
Authority - approaches to
understanding core symbolic values
In depth interviews with client stakeholders
Company - Brand relationships
Projective techniques in creative group sessions
with consumers
GenealogyFamily tree
Personification of the laquoFounding Fatherraquo amp family
ObituaryReincarnation
Description of the Company Board of Directors
Time Capsule
Secret Development Room
BrandSight Gallerysm I
Identification - approaches to
understanding brand and user
personality
Personification
Analogies
Collage
Visit to the factory
Planet game
BrandSight Gallerysm II
Personification
Collage
Role playing
BrandSight Gallery II
Brand Personality User
Approval - approaches to
understanding brand social personality
Brand party
game Role playing
War of
brands Shopping
basket
Awareness
Familiarity
Affinity Performance
Equity
Understanding performance
Approaches to understanding
performance
Free associations
Product mappingsorting
Productrsquos recipe
SimilaritiesDissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslowrsquos hierarchy of needs
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Harmonised Solutions for Exploring the EquityMap
Equity Engine
Brand Navigation
BrandSight Gallery
Locator
Harmonised Solutions for Exploring the EquityMap
Equity Engine Quantified monitor of brand equity and measurement of key equity
drivers
Brand Navigation Flexible qualitative toolkit for evaluating and understanding each
dimension of equity
BrandSight Gallery Visually based system for evaluating Core Values and Brand
Personality
Locator Powerful micro-modelling system for optimisation of brand image
and positioning
Awareness
Familiarity
Affinity Performance
Equity
Components of brand equity
Affinity and performance
Coherence is essential between
Emotional and functional dimensions
Codes and signs
Current image and heritage (core values)
Qualitative analysis
Semiotics
The components of affinity the elements
of the map
Trust
Innovation
Authority
Identification
Approval
Affinity
Affinity authority
Heritage Destiny Where the
brand is going
Authority heritage trust innovation
Weight of years
Versus
Beware of lsquofakersquo heritage founder myths need
substance
Authority - Heritage
Experience
A B C
laquotechnicalraquo
brand has a
know-how
proved itself
Personal
experience
laquo Peersrsquoraquo
experience
laquocoldraquo Trust laquowarmraquo Trust
Authority - Trust
Corporate Trust
Expertise and
Performance
Trust
Relationship
Trust Ethical Trust
Authority - Innovation
Dynamism
Research amp
Technology
Speed Creativity
Useful Trivial
Evolution Revolution
Affinity identification
Bonding
Caring
Nostalgia
Authority
Identification
Approval
Affinity
Identification - bonding caring
nostalgia
Ubiquity Respectful
Attentive Transparent
Makes things
easier
Bonding
Relational
Identification - Bonding
Guardian Angel Active audience
Caring
Softness Reassurance
laquoI understand youraquo
Identification - Caring
Attractiveness A sense of ritualisation
Nostalgia
Breaking away
Regression Sensory Tribal
Identification - Nostalgia
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Affinity
Affinity approval
Approval - prestige acceptability
endorsement
Exclusivity Knowledge
Prestige
History
bull Refinement
bull Quality
bull Elegance
Approval - Prestige
Social Neutrality
Conventional conformist
Politically correct
Acceptability
Reassurance
Know-how
Expertise
No Social risk No Technical risk
Approval - Acceptability
Status Personal standards
Endorsement
Distinctiveness
Oute
r
Versus
Inner
Brand as
a laquobadgeraquo
Approval - Endorsement
Outer = Status amp distinct
Inner = Personal
Break out session - 10 mins max
From your knowledge or well known brands try and complete the affinity components of brand navigation
Brand equity of helliphellip
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
How to generate the information we need
from consumers the methods and
techniques
Approaches to understanding affinity
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Brand personality
User personality
Core symbolic values
Brand social
Personality
Authority - approaches to
understanding core symbolic values
In depth interviews with client stakeholders
Company - Brand relationships
Projective techniques in creative group sessions
with consumers
GenealogyFamily tree
Personification of the laquoFounding Fatherraquo amp family
ObituaryReincarnation
Description of the Company Board of Directors
Time Capsule
Secret Development Room
BrandSight Gallerysm I
Identification - approaches to
understanding brand and user
personality
Personification
Analogies
Collage
Visit to the factory
Planet game
BrandSight Gallerysm II
Personification
Collage
Role playing
BrandSight Gallery II
Brand Personality User
Approval - approaches to
understanding brand social personality
Brand party
game Role playing
War of
brands Shopping
basket
Awareness
Familiarity
Affinity Performance
Equity
Understanding performance
Approaches to understanding
performance
Free associations
Product mappingsorting
Productrsquos recipe
SimilaritiesDissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslowrsquos hierarchy of needs
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Harmonised Solutions for Exploring the EquityMap
Equity Engine Quantified monitor of brand equity and measurement of key equity
drivers
Brand Navigation Flexible qualitative toolkit for evaluating and understanding each
dimension of equity
BrandSight Gallery Visually based system for evaluating Core Values and Brand
Personality
Locator Powerful micro-modelling system for optimisation of brand image
and positioning
Awareness
Familiarity
Affinity Performance
Equity
Components of brand equity
Affinity and performance
Coherence is essential between
Emotional and functional dimensions
Codes and signs
Current image and heritage (core values)
Qualitative analysis
Semiotics
The components of affinity the elements
of the map
Trust
Innovation
Authority
Identification
Approval
Affinity
Affinity authority
Heritage Destiny Where the
brand is going
Authority heritage trust innovation
Weight of years
Versus
Beware of lsquofakersquo heritage founder myths need
substance
Authority - Heritage
Experience
A B C
laquotechnicalraquo
brand has a
know-how
proved itself
Personal
experience
laquo Peersrsquoraquo
experience
laquocoldraquo Trust laquowarmraquo Trust
Authority - Trust
Corporate Trust
Expertise and
Performance
Trust
Relationship
Trust Ethical Trust
Authority - Innovation
Dynamism
Research amp
Technology
Speed Creativity
Useful Trivial
Evolution Revolution
Affinity identification
Bonding
Caring
Nostalgia
Authority
Identification
Approval
Affinity
Identification - bonding caring
nostalgia
Ubiquity Respectful
Attentive Transparent
Makes things
easier
Bonding
Relational
Identification - Bonding
Guardian Angel Active audience
Caring
Softness Reassurance
laquoI understand youraquo
Identification - Caring
Attractiveness A sense of ritualisation
Nostalgia
Breaking away
Regression Sensory Tribal
Identification - Nostalgia
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Affinity
Affinity approval
Approval - prestige acceptability
endorsement
Exclusivity Knowledge
Prestige
History
bull Refinement
bull Quality
bull Elegance
Approval - Prestige
Social Neutrality
Conventional conformist
Politically correct
Acceptability
Reassurance
Know-how
Expertise
No Social risk No Technical risk
Approval - Acceptability
Status Personal standards
Endorsement
Distinctiveness
Oute
r
Versus
Inner
Brand as
a laquobadgeraquo
Approval - Endorsement
Outer = Status amp distinct
Inner = Personal
Break out session - 10 mins max
From your knowledge or well known brands try and complete the affinity components of brand navigation
Brand equity of helliphellip
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
How to generate the information we need
from consumers the methods and
techniques
Approaches to understanding affinity
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Brand personality
User personality
Core symbolic values
Brand social
Personality
Authority - approaches to
understanding core symbolic values
In depth interviews with client stakeholders
Company - Brand relationships
Projective techniques in creative group sessions
with consumers
GenealogyFamily tree
Personification of the laquoFounding Fatherraquo amp family
ObituaryReincarnation
Description of the Company Board of Directors
Time Capsule
Secret Development Room
BrandSight Gallerysm I
Identification - approaches to
understanding brand and user
personality
Personification
Analogies
Collage
Visit to the factory
Planet game
BrandSight Gallerysm II
Personification
Collage
Role playing
BrandSight Gallery II
Brand Personality User
Approval - approaches to
understanding brand social personality
Brand party
game Role playing
War of
brands Shopping
basket
Awareness
Familiarity
Affinity Performance
Equity
Understanding performance
Approaches to understanding
performance
Free associations
Product mappingsorting
Productrsquos recipe
SimilaritiesDissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslowrsquos hierarchy of needs
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Awareness
Familiarity
Affinity Performance
Equity
Components of brand equity
Affinity and performance
Coherence is essential between
Emotional and functional dimensions
Codes and signs
Current image and heritage (core values)
Qualitative analysis
Semiotics
The components of affinity the elements
of the map
Trust
Innovation
Authority
Identification
Approval
Affinity
Affinity authority
Heritage Destiny Where the
brand is going
Authority heritage trust innovation
Weight of years
Versus
Beware of lsquofakersquo heritage founder myths need
substance
Authority - Heritage
Experience
A B C
laquotechnicalraquo
brand has a
know-how
proved itself
Personal
experience
laquo Peersrsquoraquo
experience
laquocoldraquo Trust laquowarmraquo Trust
Authority - Trust
Corporate Trust
Expertise and
Performance
Trust
Relationship
Trust Ethical Trust
Authority - Innovation
Dynamism
Research amp
Technology
Speed Creativity
Useful Trivial
Evolution Revolution
Affinity identification
Bonding
Caring
Nostalgia
Authority
Identification
Approval
Affinity
Identification - bonding caring
nostalgia
Ubiquity Respectful
Attentive Transparent
Makes things
easier
Bonding
Relational
Identification - Bonding
Guardian Angel Active audience
Caring
Softness Reassurance
laquoI understand youraquo
Identification - Caring
Attractiveness A sense of ritualisation
Nostalgia
Breaking away
Regression Sensory Tribal
Identification - Nostalgia
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Affinity
Affinity approval
Approval - prestige acceptability
endorsement
Exclusivity Knowledge
Prestige
History
bull Refinement
bull Quality
bull Elegance
Approval - Prestige
Social Neutrality
Conventional conformist
Politically correct
Acceptability
Reassurance
Know-how
Expertise
No Social risk No Technical risk
Approval - Acceptability
Status Personal standards
Endorsement
Distinctiveness
Oute
r
Versus
Inner
Brand as
a laquobadgeraquo
Approval - Endorsement
Outer = Status amp distinct
Inner = Personal
Break out session - 10 mins max
From your knowledge or well known brands try and complete the affinity components of brand navigation
Brand equity of helliphellip
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
How to generate the information we need
from consumers the methods and
techniques
Approaches to understanding affinity
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Brand personality
User personality
Core symbolic values
Brand social
Personality
Authority - approaches to
understanding core symbolic values
In depth interviews with client stakeholders
Company - Brand relationships
Projective techniques in creative group sessions
with consumers
GenealogyFamily tree
Personification of the laquoFounding Fatherraquo amp family
ObituaryReincarnation
Description of the Company Board of Directors
Time Capsule
Secret Development Room
BrandSight Gallerysm I
Identification - approaches to
understanding brand and user
personality
Personification
Analogies
Collage
Visit to the factory
Planet game
BrandSight Gallerysm II
Personification
Collage
Role playing
BrandSight Gallery II
Brand Personality User
Approval - approaches to
understanding brand social personality
Brand party
game Role playing
War of
brands Shopping
basket
Awareness
Familiarity
Affinity Performance
Equity
Understanding performance
Approaches to understanding
performance
Free associations
Product mappingsorting
Productrsquos recipe
SimilaritiesDissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslowrsquos hierarchy of needs
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Affinity and performance
Coherence is essential between
Emotional and functional dimensions
Codes and signs
Current image and heritage (core values)
Qualitative analysis
Semiotics
The components of affinity the elements
of the map
Trust
Innovation
Authority
Identification
Approval
Affinity
Affinity authority
Heritage Destiny Where the
brand is going
Authority heritage trust innovation
Weight of years
Versus
Beware of lsquofakersquo heritage founder myths need
substance
Authority - Heritage
Experience
A B C
laquotechnicalraquo
brand has a
know-how
proved itself
Personal
experience
laquo Peersrsquoraquo
experience
laquocoldraquo Trust laquowarmraquo Trust
Authority - Trust
Corporate Trust
Expertise and
Performance
Trust
Relationship
Trust Ethical Trust
Authority - Innovation
Dynamism
Research amp
Technology
Speed Creativity
Useful Trivial
Evolution Revolution
Affinity identification
Bonding
Caring
Nostalgia
Authority
Identification
Approval
Affinity
Identification - bonding caring
nostalgia
Ubiquity Respectful
Attentive Transparent
Makes things
easier
Bonding
Relational
Identification - Bonding
Guardian Angel Active audience
Caring
Softness Reassurance
laquoI understand youraquo
Identification - Caring
Attractiveness A sense of ritualisation
Nostalgia
Breaking away
Regression Sensory Tribal
Identification - Nostalgia
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Affinity
Affinity approval
Approval - prestige acceptability
endorsement
Exclusivity Knowledge
Prestige
History
bull Refinement
bull Quality
bull Elegance
Approval - Prestige
Social Neutrality
Conventional conformist
Politically correct
Acceptability
Reassurance
Know-how
Expertise
No Social risk No Technical risk
Approval - Acceptability
Status Personal standards
Endorsement
Distinctiveness
Oute
r
Versus
Inner
Brand as
a laquobadgeraquo
Approval - Endorsement
Outer = Status amp distinct
Inner = Personal
Break out session - 10 mins max
From your knowledge or well known brands try and complete the affinity components of brand navigation
Brand equity of helliphellip
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
How to generate the information we need
from consumers the methods and
techniques
Approaches to understanding affinity
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Brand personality
User personality
Core symbolic values
Brand social
Personality
Authority - approaches to
understanding core symbolic values
In depth interviews with client stakeholders
Company - Brand relationships
Projective techniques in creative group sessions
with consumers
GenealogyFamily tree
Personification of the laquoFounding Fatherraquo amp family
ObituaryReincarnation
Description of the Company Board of Directors
Time Capsule
Secret Development Room
BrandSight Gallerysm I
Identification - approaches to
understanding brand and user
personality
Personification
Analogies
Collage
Visit to the factory
Planet game
BrandSight Gallerysm II
Personification
Collage
Role playing
BrandSight Gallery II
Brand Personality User
Approval - approaches to
understanding brand social personality
Brand party
game Role playing
War of
brands Shopping
basket
Awareness
Familiarity
Affinity Performance
Equity
Understanding performance
Approaches to understanding
performance
Free associations
Product mappingsorting
Productrsquos recipe
SimilaritiesDissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslowrsquos hierarchy of needs
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
The components of affinity the elements
of the map
Trust
Innovation
Authority
Identification
Approval
Affinity
Affinity authority
Heritage Destiny Where the
brand is going
Authority heritage trust innovation
Weight of years
Versus
Beware of lsquofakersquo heritage founder myths need
substance
Authority - Heritage
Experience
A B C
laquotechnicalraquo
brand has a
know-how
proved itself
Personal
experience
laquo Peersrsquoraquo
experience
laquocoldraquo Trust laquowarmraquo Trust
Authority - Trust
Corporate Trust
Expertise and
Performance
Trust
Relationship
Trust Ethical Trust
Authority - Innovation
Dynamism
Research amp
Technology
Speed Creativity
Useful Trivial
Evolution Revolution
Affinity identification
Bonding
Caring
Nostalgia
Authority
Identification
Approval
Affinity
Identification - bonding caring
nostalgia
Ubiquity Respectful
Attentive Transparent
Makes things
easier
Bonding
Relational
Identification - Bonding
Guardian Angel Active audience
Caring
Softness Reassurance
laquoI understand youraquo
Identification - Caring
Attractiveness A sense of ritualisation
Nostalgia
Breaking away
Regression Sensory Tribal
Identification - Nostalgia
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Affinity
Affinity approval
Approval - prestige acceptability
endorsement
Exclusivity Knowledge
Prestige
History
bull Refinement
bull Quality
bull Elegance
Approval - Prestige
Social Neutrality
Conventional conformist
Politically correct
Acceptability
Reassurance
Know-how
Expertise
No Social risk No Technical risk
Approval - Acceptability
Status Personal standards
Endorsement
Distinctiveness
Oute
r
Versus
Inner
Brand as
a laquobadgeraquo
Approval - Endorsement
Outer = Status amp distinct
Inner = Personal
Break out session - 10 mins max
From your knowledge or well known brands try and complete the affinity components of brand navigation
Brand equity of helliphellip
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
How to generate the information we need
from consumers the methods and
techniques
Approaches to understanding affinity
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Brand personality
User personality
Core symbolic values
Brand social
Personality
Authority - approaches to
understanding core symbolic values
In depth interviews with client stakeholders
Company - Brand relationships
Projective techniques in creative group sessions
with consumers
GenealogyFamily tree
Personification of the laquoFounding Fatherraquo amp family
ObituaryReincarnation
Description of the Company Board of Directors
Time Capsule
Secret Development Room
BrandSight Gallerysm I
Identification - approaches to
understanding brand and user
personality
Personification
Analogies
Collage
Visit to the factory
Planet game
BrandSight Gallerysm II
Personification
Collage
Role playing
BrandSight Gallery II
Brand Personality User
Approval - approaches to
understanding brand social personality
Brand party
game Role playing
War of
brands Shopping
basket
Awareness
Familiarity
Affinity Performance
Equity
Understanding performance
Approaches to understanding
performance
Free associations
Product mappingsorting
Productrsquos recipe
SimilaritiesDissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslowrsquos hierarchy of needs
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Trust
Innovation
Authority
Identification
Approval
Affinity
Affinity authority
Heritage Destiny Where the
brand is going
Authority heritage trust innovation
Weight of years
Versus
Beware of lsquofakersquo heritage founder myths need
substance
Authority - Heritage
Experience
A B C
laquotechnicalraquo
brand has a
know-how
proved itself
Personal
experience
laquo Peersrsquoraquo
experience
laquocoldraquo Trust laquowarmraquo Trust
Authority - Trust
Corporate Trust
Expertise and
Performance
Trust
Relationship
Trust Ethical Trust
Authority - Innovation
Dynamism
Research amp
Technology
Speed Creativity
Useful Trivial
Evolution Revolution
Affinity identification
Bonding
Caring
Nostalgia
Authority
Identification
Approval
Affinity
Identification - bonding caring
nostalgia
Ubiquity Respectful
Attentive Transparent
Makes things
easier
Bonding
Relational
Identification - Bonding
Guardian Angel Active audience
Caring
Softness Reassurance
laquoI understand youraquo
Identification - Caring
Attractiveness A sense of ritualisation
Nostalgia
Breaking away
Regression Sensory Tribal
Identification - Nostalgia
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Affinity
Affinity approval
Approval - prestige acceptability
endorsement
Exclusivity Knowledge
Prestige
History
bull Refinement
bull Quality
bull Elegance
Approval - Prestige
Social Neutrality
Conventional conformist
Politically correct
Acceptability
Reassurance
Know-how
Expertise
No Social risk No Technical risk
Approval - Acceptability
Status Personal standards
Endorsement
Distinctiveness
Oute
r
Versus
Inner
Brand as
a laquobadgeraquo
Approval - Endorsement
Outer = Status amp distinct
Inner = Personal
Break out session - 10 mins max
From your knowledge or well known brands try and complete the affinity components of brand navigation
Brand equity of helliphellip
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
How to generate the information we need
from consumers the methods and
techniques
Approaches to understanding affinity
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Brand personality
User personality
Core symbolic values
Brand social
Personality
Authority - approaches to
understanding core symbolic values
In depth interviews with client stakeholders
Company - Brand relationships
Projective techniques in creative group sessions
with consumers
GenealogyFamily tree
Personification of the laquoFounding Fatherraquo amp family
ObituaryReincarnation
Description of the Company Board of Directors
Time Capsule
Secret Development Room
BrandSight Gallerysm I
Identification - approaches to
understanding brand and user
personality
Personification
Analogies
Collage
Visit to the factory
Planet game
BrandSight Gallerysm II
Personification
Collage
Role playing
BrandSight Gallery II
Brand Personality User
Approval - approaches to
understanding brand social personality
Brand party
game Role playing
War of
brands Shopping
basket
Awareness
Familiarity
Affinity Performance
Equity
Understanding performance
Approaches to understanding
performance
Free associations
Product mappingsorting
Productrsquos recipe
SimilaritiesDissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslowrsquos hierarchy of needs
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Authority heritage trust innovation
Weight of years
Versus
Beware of lsquofakersquo heritage founder myths need
substance
Authority - Heritage
Experience
A B C
laquotechnicalraquo
brand has a
know-how
proved itself
Personal
experience
laquo Peersrsquoraquo
experience
laquocoldraquo Trust laquowarmraquo Trust
Authority - Trust
Corporate Trust
Expertise and
Performance
Trust
Relationship
Trust Ethical Trust
Authority - Innovation
Dynamism
Research amp
Technology
Speed Creativity
Useful Trivial
Evolution Revolution
Affinity identification
Bonding
Caring
Nostalgia
Authority
Identification
Approval
Affinity
Identification - bonding caring
nostalgia
Ubiquity Respectful
Attentive Transparent
Makes things
easier
Bonding
Relational
Identification - Bonding
Guardian Angel Active audience
Caring
Softness Reassurance
laquoI understand youraquo
Identification - Caring
Attractiveness A sense of ritualisation
Nostalgia
Breaking away
Regression Sensory Tribal
Identification - Nostalgia
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Affinity
Affinity approval
Approval - prestige acceptability
endorsement
Exclusivity Knowledge
Prestige
History
bull Refinement
bull Quality
bull Elegance
Approval - Prestige
Social Neutrality
Conventional conformist
Politically correct
Acceptability
Reassurance
Know-how
Expertise
No Social risk No Technical risk
Approval - Acceptability
Status Personal standards
Endorsement
Distinctiveness
Oute
r
Versus
Inner
Brand as
a laquobadgeraquo
Approval - Endorsement
Outer = Status amp distinct
Inner = Personal
Break out session - 10 mins max
From your knowledge or well known brands try and complete the affinity components of brand navigation
Brand equity of helliphellip
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
How to generate the information we need
from consumers the methods and
techniques
Approaches to understanding affinity
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Brand personality
User personality
Core symbolic values
Brand social
Personality
Authority - approaches to
understanding core symbolic values
In depth interviews with client stakeholders
Company - Brand relationships
Projective techniques in creative group sessions
with consumers
GenealogyFamily tree
Personification of the laquoFounding Fatherraquo amp family
ObituaryReincarnation
Description of the Company Board of Directors
Time Capsule
Secret Development Room
BrandSight Gallerysm I
Identification - approaches to
understanding brand and user
personality
Personification
Analogies
Collage
Visit to the factory
Planet game
BrandSight Gallerysm II
Personification
Collage
Role playing
BrandSight Gallery II
Brand Personality User
Approval - approaches to
understanding brand social personality
Brand party
game Role playing
War of
brands Shopping
basket
Awareness
Familiarity
Affinity Performance
Equity
Understanding performance
Approaches to understanding
performance
Free associations
Product mappingsorting
Productrsquos recipe
SimilaritiesDissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslowrsquos hierarchy of needs
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Weight of years
Versus
Beware of lsquofakersquo heritage founder myths need
substance
Authority - Heritage
Experience
A B C
laquotechnicalraquo
brand has a
know-how
proved itself
Personal
experience
laquo Peersrsquoraquo
experience
laquocoldraquo Trust laquowarmraquo Trust
Authority - Trust
Corporate Trust
Expertise and
Performance
Trust
Relationship
Trust Ethical Trust
Authority - Innovation
Dynamism
Research amp
Technology
Speed Creativity
Useful Trivial
Evolution Revolution
Affinity identification
Bonding
Caring
Nostalgia
Authority
Identification
Approval
Affinity
Identification - bonding caring
nostalgia
Ubiquity Respectful
Attentive Transparent
Makes things
easier
Bonding
Relational
Identification - Bonding
Guardian Angel Active audience
Caring
Softness Reassurance
laquoI understand youraquo
Identification - Caring
Attractiveness A sense of ritualisation
Nostalgia
Breaking away
Regression Sensory Tribal
Identification - Nostalgia
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Affinity
Affinity approval
Approval - prestige acceptability
endorsement
Exclusivity Knowledge
Prestige
History
bull Refinement
bull Quality
bull Elegance
Approval - Prestige
Social Neutrality
Conventional conformist
Politically correct
Acceptability
Reassurance
Know-how
Expertise
No Social risk No Technical risk
Approval - Acceptability
Status Personal standards
Endorsement
Distinctiveness
Oute
r
Versus
Inner
Brand as
a laquobadgeraquo
Approval - Endorsement
Outer = Status amp distinct
Inner = Personal
Break out session - 10 mins max
From your knowledge or well known brands try and complete the affinity components of brand navigation
Brand equity of helliphellip
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
How to generate the information we need
from consumers the methods and
techniques
Approaches to understanding affinity
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Brand personality
User personality
Core symbolic values
Brand social
Personality
Authority - approaches to
understanding core symbolic values
In depth interviews with client stakeholders
Company - Brand relationships
Projective techniques in creative group sessions
with consumers
GenealogyFamily tree
Personification of the laquoFounding Fatherraquo amp family
ObituaryReincarnation
Description of the Company Board of Directors
Time Capsule
Secret Development Room
BrandSight Gallerysm I
Identification - approaches to
understanding brand and user
personality
Personification
Analogies
Collage
Visit to the factory
Planet game
BrandSight Gallerysm II
Personification
Collage
Role playing
BrandSight Gallery II
Brand Personality User
Approval - approaches to
understanding brand social personality
Brand party
game Role playing
War of
brands Shopping
basket
Awareness
Familiarity
Affinity Performance
Equity
Understanding performance
Approaches to understanding
performance
Free associations
Product mappingsorting
Productrsquos recipe
SimilaritiesDissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslowrsquos hierarchy of needs
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
laquotechnicalraquo
brand has a
know-how
proved itself
Personal
experience
laquo Peersrsquoraquo
experience
laquocoldraquo Trust laquowarmraquo Trust
Authority - Trust
Corporate Trust
Expertise and
Performance
Trust
Relationship
Trust Ethical Trust
Authority - Innovation
Dynamism
Research amp
Technology
Speed Creativity
Useful Trivial
Evolution Revolution
Affinity identification
Bonding
Caring
Nostalgia
Authority
Identification
Approval
Affinity
Identification - bonding caring
nostalgia
Ubiquity Respectful
Attentive Transparent
Makes things
easier
Bonding
Relational
Identification - Bonding
Guardian Angel Active audience
Caring
Softness Reassurance
laquoI understand youraquo
Identification - Caring
Attractiveness A sense of ritualisation
Nostalgia
Breaking away
Regression Sensory Tribal
Identification - Nostalgia
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Affinity
Affinity approval
Approval - prestige acceptability
endorsement
Exclusivity Knowledge
Prestige
History
bull Refinement
bull Quality
bull Elegance
Approval - Prestige
Social Neutrality
Conventional conformist
Politically correct
Acceptability
Reassurance
Know-how
Expertise
No Social risk No Technical risk
Approval - Acceptability
Status Personal standards
Endorsement
Distinctiveness
Oute
r
Versus
Inner
Brand as
a laquobadgeraquo
Approval - Endorsement
Outer = Status amp distinct
Inner = Personal
Break out session - 10 mins max
From your knowledge or well known brands try and complete the affinity components of brand navigation
Brand equity of helliphellip
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
How to generate the information we need
from consumers the methods and
techniques
Approaches to understanding affinity
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Brand personality
User personality
Core symbolic values
Brand social
Personality
Authority - approaches to
understanding core symbolic values
In depth interviews with client stakeholders
Company - Brand relationships
Projective techniques in creative group sessions
with consumers
GenealogyFamily tree
Personification of the laquoFounding Fatherraquo amp family
ObituaryReincarnation
Description of the Company Board of Directors
Time Capsule
Secret Development Room
BrandSight Gallerysm I
Identification - approaches to
understanding brand and user
personality
Personification
Analogies
Collage
Visit to the factory
Planet game
BrandSight Gallerysm II
Personification
Collage
Role playing
BrandSight Gallery II
Brand Personality User
Approval - approaches to
understanding brand social personality
Brand party
game Role playing
War of
brands Shopping
basket
Awareness
Familiarity
Affinity Performance
Equity
Understanding performance
Approaches to understanding
performance
Free associations
Product mappingsorting
Productrsquos recipe
SimilaritiesDissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslowrsquos hierarchy of needs
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Authority - Innovation
Dynamism
Research amp
Technology
Speed Creativity
Useful Trivial
Evolution Revolution
Affinity identification
Bonding
Caring
Nostalgia
Authority
Identification
Approval
Affinity
Identification - bonding caring
nostalgia
Ubiquity Respectful
Attentive Transparent
Makes things
easier
Bonding
Relational
Identification - Bonding
Guardian Angel Active audience
Caring
Softness Reassurance
laquoI understand youraquo
Identification - Caring
Attractiveness A sense of ritualisation
Nostalgia
Breaking away
Regression Sensory Tribal
Identification - Nostalgia
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Affinity
Affinity approval
Approval - prestige acceptability
endorsement
Exclusivity Knowledge
Prestige
History
bull Refinement
bull Quality
bull Elegance
Approval - Prestige
Social Neutrality
Conventional conformist
Politically correct
Acceptability
Reassurance
Know-how
Expertise
No Social risk No Technical risk
Approval - Acceptability
Status Personal standards
Endorsement
Distinctiveness
Oute
r
Versus
Inner
Brand as
a laquobadgeraquo
Approval - Endorsement
Outer = Status amp distinct
Inner = Personal
Break out session - 10 mins max
From your knowledge or well known brands try and complete the affinity components of brand navigation
Brand equity of helliphellip
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
How to generate the information we need
from consumers the methods and
techniques
Approaches to understanding affinity
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Brand personality
User personality
Core symbolic values
Brand social
Personality
Authority - approaches to
understanding core symbolic values
In depth interviews with client stakeholders
Company - Brand relationships
Projective techniques in creative group sessions
with consumers
GenealogyFamily tree
Personification of the laquoFounding Fatherraquo amp family
ObituaryReincarnation
Description of the Company Board of Directors
Time Capsule
Secret Development Room
BrandSight Gallerysm I
Identification - approaches to
understanding brand and user
personality
Personification
Analogies
Collage
Visit to the factory
Planet game
BrandSight Gallerysm II
Personification
Collage
Role playing
BrandSight Gallery II
Brand Personality User
Approval - approaches to
understanding brand social personality
Brand party
game Role playing
War of
brands Shopping
basket
Awareness
Familiarity
Affinity Performance
Equity
Understanding performance
Approaches to understanding
performance
Free associations
Product mappingsorting
Productrsquos recipe
SimilaritiesDissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslowrsquos hierarchy of needs
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Affinity identification
Bonding
Caring
Nostalgia
Authority
Identification
Approval
Affinity
Identification - bonding caring
nostalgia
Ubiquity Respectful
Attentive Transparent
Makes things
easier
Bonding
Relational
Identification - Bonding
Guardian Angel Active audience
Caring
Softness Reassurance
laquoI understand youraquo
Identification - Caring
Attractiveness A sense of ritualisation
Nostalgia
Breaking away
Regression Sensory Tribal
Identification - Nostalgia
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Affinity
Affinity approval
Approval - prestige acceptability
endorsement
Exclusivity Knowledge
Prestige
History
bull Refinement
bull Quality
bull Elegance
Approval - Prestige
Social Neutrality
Conventional conformist
Politically correct
Acceptability
Reassurance
Know-how
Expertise
No Social risk No Technical risk
Approval - Acceptability
Status Personal standards
Endorsement
Distinctiveness
Oute
r
Versus
Inner
Brand as
a laquobadgeraquo
Approval - Endorsement
Outer = Status amp distinct
Inner = Personal
Break out session - 10 mins max
From your knowledge or well known brands try and complete the affinity components of brand navigation
Brand equity of helliphellip
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
How to generate the information we need
from consumers the methods and
techniques
Approaches to understanding affinity
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Brand personality
User personality
Core symbolic values
Brand social
Personality
Authority - approaches to
understanding core symbolic values
In depth interviews with client stakeholders
Company - Brand relationships
Projective techniques in creative group sessions
with consumers
GenealogyFamily tree
Personification of the laquoFounding Fatherraquo amp family
ObituaryReincarnation
Description of the Company Board of Directors
Time Capsule
Secret Development Room
BrandSight Gallerysm I
Identification - approaches to
understanding brand and user
personality
Personification
Analogies
Collage
Visit to the factory
Planet game
BrandSight Gallerysm II
Personification
Collage
Role playing
BrandSight Gallery II
Brand Personality User
Approval - approaches to
understanding brand social personality
Brand party
game Role playing
War of
brands Shopping
basket
Awareness
Familiarity
Affinity Performance
Equity
Understanding performance
Approaches to understanding
performance
Free associations
Product mappingsorting
Productrsquos recipe
SimilaritiesDissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslowrsquos hierarchy of needs
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Identification - bonding caring
nostalgia
Ubiquity Respectful
Attentive Transparent
Makes things
easier
Bonding
Relational
Identification - Bonding
Guardian Angel Active audience
Caring
Softness Reassurance
laquoI understand youraquo
Identification - Caring
Attractiveness A sense of ritualisation
Nostalgia
Breaking away
Regression Sensory Tribal
Identification - Nostalgia
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Affinity
Affinity approval
Approval - prestige acceptability
endorsement
Exclusivity Knowledge
Prestige
History
bull Refinement
bull Quality
bull Elegance
Approval - Prestige
Social Neutrality
Conventional conformist
Politically correct
Acceptability
Reassurance
Know-how
Expertise
No Social risk No Technical risk
Approval - Acceptability
Status Personal standards
Endorsement
Distinctiveness
Oute
r
Versus
Inner
Brand as
a laquobadgeraquo
Approval - Endorsement
Outer = Status amp distinct
Inner = Personal
Break out session - 10 mins max
From your knowledge or well known brands try and complete the affinity components of brand navigation
Brand equity of helliphellip
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
How to generate the information we need
from consumers the methods and
techniques
Approaches to understanding affinity
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Brand personality
User personality
Core symbolic values
Brand social
Personality
Authority - approaches to
understanding core symbolic values
In depth interviews with client stakeholders
Company - Brand relationships
Projective techniques in creative group sessions
with consumers
GenealogyFamily tree
Personification of the laquoFounding Fatherraquo amp family
ObituaryReincarnation
Description of the Company Board of Directors
Time Capsule
Secret Development Room
BrandSight Gallerysm I
Identification - approaches to
understanding brand and user
personality
Personification
Analogies
Collage
Visit to the factory
Planet game
BrandSight Gallerysm II
Personification
Collage
Role playing
BrandSight Gallery II
Brand Personality User
Approval - approaches to
understanding brand social personality
Brand party
game Role playing
War of
brands Shopping
basket
Awareness
Familiarity
Affinity Performance
Equity
Understanding performance
Approaches to understanding
performance
Free associations
Product mappingsorting
Productrsquos recipe
SimilaritiesDissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslowrsquos hierarchy of needs
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Ubiquity Respectful
Attentive Transparent
Makes things
easier
Bonding
Relational
Identification - Bonding
Guardian Angel Active audience
Caring
Softness Reassurance
laquoI understand youraquo
Identification - Caring
Attractiveness A sense of ritualisation
Nostalgia
Breaking away
Regression Sensory Tribal
Identification - Nostalgia
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Affinity
Affinity approval
Approval - prestige acceptability
endorsement
Exclusivity Knowledge
Prestige
History
bull Refinement
bull Quality
bull Elegance
Approval - Prestige
Social Neutrality
Conventional conformist
Politically correct
Acceptability
Reassurance
Know-how
Expertise
No Social risk No Technical risk
Approval - Acceptability
Status Personal standards
Endorsement
Distinctiveness
Oute
r
Versus
Inner
Brand as
a laquobadgeraquo
Approval - Endorsement
Outer = Status amp distinct
Inner = Personal
Break out session - 10 mins max
From your knowledge or well known brands try and complete the affinity components of brand navigation
Brand equity of helliphellip
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
How to generate the information we need
from consumers the methods and
techniques
Approaches to understanding affinity
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Brand personality
User personality
Core symbolic values
Brand social
Personality
Authority - approaches to
understanding core symbolic values
In depth interviews with client stakeholders
Company - Brand relationships
Projective techniques in creative group sessions
with consumers
GenealogyFamily tree
Personification of the laquoFounding Fatherraquo amp family
ObituaryReincarnation
Description of the Company Board of Directors
Time Capsule
Secret Development Room
BrandSight Gallerysm I
Identification - approaches to
understanding brand and user
personality
Personification
Analogies
Collage
Visit to the factory
Planet game
BrandSight Gallerysm II
Personification
Collage
Role playing
BrandSight Gallery II
Brand Personality User
Approval - approaches to
understanding brand social personality
Brand party
game Role playing
War of
brands Shopping
basket
Awareness
Familiarity
Affinity Performance
Equity
Understanding performance
Approaches to understanding
performance
Free associations
Product mappingsorting
Productrsquos recipe
SimilaritiesDissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslowrsquos hierarchy of needs
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Guardian Angel Active audience
Caring
Softness Reassurance
laquoI understand youraquo
Identification - Caring
Attractiveness A sense of ritualisation
Nostalgia
Breaking away
Regression Sensory Tribal
Identification - Nostalgia
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Affinity
Affinity approval
Approval - prestige acceptability
endorsement
Exclusivity Knowledge
Prestige
History
bull Refinement
bull Quality
bull Elegance
Approval - Prestige
Social Neutrality
Conventional conformist
Politically correct
Acceptability
Reassurance
Know-how
Expertise
No Social risk No Technical risk
Approval - Acceptability
Status Personal standards
Endorsement
Distinctiveness
Oute
r
Versus
Inner
Brand as
a laquobadgeraquo
Approval - Endorsement
Outer = Status amp distinct
Inner = Personal
Break out session - 10 mins max
From your knowledge or well known brands try and complete the affinity components of brand navigation
Brand equity of helliphellip
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
How to generate the information we need
from consumers the methods and
techniques
Approaches to understanding affinity
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Brand personality
User personality
Core symbolic values
Brand social
Personality
Authority - approaches to
understanding core symbolic values
In depth interviews with client stakeholders
Company - Brand relationships
Projective techniques in creative group sessions
with consumers
GenealogyFamily tree
Personification of the laquoFounding Fatherraquo amp family
ObituaryReincarnation
Description of the Company Board of Directors
Time Capsule
Secret Development Room
BrandSight Gallerysm I
Identification - approaches to
understanding brand and user
personality
Personification
Analogies
Collage
Visit to the factory
Planet game
BrandSight Gallerysm II
Personification
Collage
Role playing
BrandSight Gallery II
Brand Personality User
Approval - approaches to
understanding brand social personality
Brand party
game Role playing
War of
brands Shopping
basket
Awareness
Familiarity
Affinity Performance
Equity
Understanding performance
Approaches to understanding
performance
Free associations
Product mappingsorting
Productrsquos recipe
SimilaritiesDissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslowrsquos hierarchy of needs
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Attractiveness A sense of ritualisation
Nostalgia
Breaking away
Regression Sensory Tribal
Identification - Nostalgia
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Affinity
Affinity approval
Approval - prestige acceptability
endorsement
Exclusivity Knowledge
Prestige
History
bull Refinement
bull Quality
bull Elegance
Approval - Prestige
Social Neutrality
Conventional conformist
Politically correct
Acceptability
Reassurance
Know-how
Expertise
No Social risk No Technical risk
Approval - Acceptability
Status Personal standards
Endorsement
Distinctiveness
Oute
r
Versus
Inner
Brand as
a laquobadgeraquo
Approval - Endorsement
Outer = Status amp distinct
Inner = Personal
Break out session - 10 mins max
From your knowledge or well known brands try and complete the affinity components of brand navigation
Brand equity of helliphellip
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
How to generate the information we need
from consumers the methods and
techniques
Approaches to understanding affinity
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Brand personality
User personality
Core symbolic values
Brand social
Personality
Authority - approaches to
understanding core symbolic values
In depth interviews with client stakeholders
Company - Brand relationships
Projective techniques in creative group sessions
with consumers
GenealogyFamily tree
Personification of the laquoFounding Fatherraquo amp family
ObituaryReincarnation
Description of the Company Board of Directors
Time Capsule
Secret Development Room
BrandSight Gallerysm I
Identification - approaches to
understanding brand and user
personality
Personification
Analogies
Collage
Visit to the factory
Planet game
BrandSight Gallerysm II
Personification
Collage
Role playing
BrandSight Gallery II
Brand Personality User
Approval - approaches to
understanding brand social personality
Brand party
game Role playing
War of
brands Shopping
basket
Awareness
Familiarity
Affinity Performance
Equity
Understanding performance
Approaches to understanding
performance
Free associations
Product mappingsorting
Productrsquos recipe
SimilaritiesDissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslowrsquos hierarchy of needs
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Affinity
Affinity approval
Approval - prestige acceptability
endorsement
Exclusivity Knowledge
Prestige
History
bull Refinement
bull Quality
bull Elegance
Approval - Prestige
Social Neutrality
Conventional conformist
Politically correct
Acceptability
Reassurance
Know-how
Expertise
No Social risk No Technical risk
Approval - Acceptability
Status Personal standards
Endorsement
Distinctiveness
Oute
r
Versus
Inner
Brand as
a laquobadgeraquo
Approval - Endorsement
Outer = Status amp distinct
Inner = Personal
Break out session - 10 mins max
From your knowledge or well known brands try and complete the affinity components of brand navigation
Brand equity of helliphellip
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
How to generate the information we need
from consumers the methods and
techniques
Approaches to understanding affinity
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Brand personality
User personality
Core symbolic values
Brand social
Personality
Authority - approaches to
understanding core symbolic values
In depth interviews with client stakeholders
Company - Brand relationships
Projective techniques in creative group sessions
with consumers
GenealogyFamily tree
Personification of the laquoFounding Fatherraquo amp family
ObituaryReincarnation
Description of the Company Board of Directors
Time Capsule
Secret Development Room
BrandSight Gallerysm I
Identification - approaches to
understanding brand and user
personality
Personification
Analogies
Collage
Visit to the factory
Planet game
BrandSight Gallerysm II
Personification
Collage
Role playing
BrandSight Gallery II
Brand Personality User
Approval - approaches to
understanding brand social personality
Brand party
game Role playing
War of
brands Shopping
basket
Awareness
Familiarity
Affinity Performance
Equity
Understanding performance
Approaches to understanding
performance
Free associations
Product mappingsorting
Productrsquos recipe
SimilaritiesDissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslowrsquos hierarchy of needs
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Approval - prestige acceptability
endorsement
Exclusivity Knowledge
Prestige
History
bull Refinement
bull Quality
bull Elegance
Approval - Prestige
Social Neutrality
Conventional conformist
Politically correct
Acceptability
Reassurance
Know-how
Expertise
No Social risk No Technical risk
Approval - Acceptability
Status Personal standards
Endorsement
Distinctiveness
Oute
r
Versus
Inner
Brand as
a laquobadgeraquo
Approval - Endorsement
Outer = Status amp distinct
Inner = Personal
Break out session - 10 mins max
From your knowledge or well known brands try and complete the affinity components of brand navigation
Brand equity of helliphellip
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
How to generate the information we need
from consumers the methods and
techniques
Approaches to understanding affinity
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Brand personality
User personality
Core symbolic values
Brand social
Personality
Authority - approaches to
understanding core symbolic values
In depth interviews with client stakeholders
Company - Brand relationships
Projective techniques in creative group sessions
with consumers
GenealogyFamily tree
Personification of the laquoFounding Fatherraquo amp family
ObituaryReincarnation
Description of the Company Board of Directors
Time Capsule
Secret Development Room
BrandSight Gallerysm I
Identification - approaches to
understanding brand and user
personality
Personification
Analogies
Collage
Visit to the factory
Planet game
BrandSight Gallerysm II
Personification
Collage
Role playing
BrandSight Gallery II
Brand Personality User
Approval - approaches to
understanding brand social personality
Brand party
game Role playing
War of
brands Shopping
basket
Awareness
Familiarity
Affinity Performance
Equity
Understanding performance
Approaches to understanding
performance
Free associations
Product mappingsorting
Productrsquos recipe
SimilaritiesDissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslowrsquos hierarchy of needs
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Exclusivity Knowledge
Prestige
History
bull Refinement
bull Quality
bull Elegance
Approval - Prestige
Social Neutrality
Conventional conformist
Politically correct
Acceptability
Reassurance
Know-how
Expertise
No Social risk No Technical risk
Approval - Acceptability
Status Personal standards
Endorsement
Distinctiveness
Oute
r
Versus
Inner
Brand as
a laquobadgeraquo
Approval - Endorsement
Outer = Status amp distinct
Inner = Personal
Break out session - 10 mins max
From your knowledge or well known brands try and complete the affinity components of brand navigation
Brand equity of helliphellip
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
How to generate the information we need
from consumers the methods and
techniques
Approaches to understanding affinity
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Brand personality
User personality
Core symbolic values
Brand social
Personality
Authority - approaches to
understanding core symbolic values
In depth interviews with client stakeholders
Company - Brand relationships
Projective techniques in creative group sessions
with consumers
GenealogyFamily tree
Personification of the laquoFounding Fatherraquo amp family
ObituaryReincarnation
Description of the Company Board of Directors
Time Capsule
Secret Development Room
BrandSight Gallerysm I
Identification - approaches to
understanding brand and user
personality
Personification
Analogies
Collage
Visit to the factory
Planet game
BrandSight Gallerysm II
Personification
Collage
Role playing
BrandSight Gallery II
Brand Personality User
Approval - approaches to
understanding brand social personality
Brand party
game Role playing
War of
brands Shopping
basket
Awareness
Familiarity
Affinity Performance
Equity
Understanding performance
Approaches to understanding
performance
Free associations
Product mappingsorting
Productrsquos recipe
SimilaritiesDissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslowrsquos hierarchy of needs
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Social Neutrality
Conventional conformist
Politically correct
Acceptability
Reassurance
Know-how
Expertise
No Social risk No Technical risk
Approval - Acceptability
Status Personal standards
Endorsement
Distinctiveness
Oute
r
Versus
Inner
Brand as
a laquobadgeraquo
Approval - Endorsement
Outer = Status amp distinct
Inner = Personal
Break out session - 10 mins max
From your knowledge or well known brands try and complete the affinity components of brand navigation
Brand equity of helliphellip
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
How to generate the information we need
from consumers the methods and
techniques
Approaches to understanding affinity
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Brand personality
User personality
Core symbolic values
Brand social
Personality
Authority - approaches to
understanding core symbolic values
In depth interviews with client stakeholders
Company - Brand relationships
Projective techniques in creative group sessions
with consumers
GenealogyFamily tree
Personification of the laquoFounding Fatherraquo amp family
ObituaryReincarnation
Description of the Company Board of Directors
Time Capsule
Secret Development Room
BrandSight Gallerysm I
Identification - approaches to
understanding brand and user
personality
Personification
Analogies
Collage
Visit to the factory
Planet game
BrandSight Gallerysm II
Personification
Collage
Role playing
BrandSight Gallery II
Brand Personality User
Approval - approaches to
understanding brand social personality
Brand party
game Role playing
War of
brands Shopping
basket
Awareness
Familiarity
Affinity Performance
Equity
Understanding performance
Approaches to understanding
performance
Free associations
Product mappingsorting
Productrsquos recipe
SimilaritiesDissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslowrsquos hierarchy of needs
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Status Personal standards
Endorsement
Distinctiveness
Oute
r
Versus
Inner
Brand as
a laquobadgeraquo
Approval - Endorsement
Outer = Status amp distinct
Inner = Personal
Break out session - 10 mins max
From your knowledge or well known brands try and complete the affinity components of brand navigation
Brand equity of helliphellip
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
How to generate the information we need
from consumers the methods and
techniques
Approaches to understanding affinity
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Brand personality
User personality
Core symbolic values
Brand social
Personality
Authority - approaches to
understanding core symbolic values
In depth interviews with client stakeholders
Company - Brand relationships
Projective techniques in creative group sessions
with consumers
GenealogyFamily tree
Personification of the laquoFounding Fatherraquo amp family
ObituaryReincarnation
Description of the Company Board of Directors
Time Capsule
Secret Development Room
BrandSight Gallerysm I
Identification - approaches to
understanding brand and user
personality
Personification
Analogies
Collage
Visit to the factory
Planet game
BrandSight Gallerysm II
Personification
Collage
Role playing
BrandSight Gallery II
Brand Personality User
Approval - approaches to
understanding brand social personality
Brand party
game Role playing
War of
brands Shopping
basket
Awareness
Familiarity
Affinity Performance
Equity
Understanding performance
Approaches to understanding
performance
Free associations
Product mappingsorting
Productrsquos recipe
SimilaritiesDissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslowrsquos hierarchy of needs
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Break out session - 10 mins max
From your knowledge or well known brands try and complete the affinity components of brand navigation
Brand equity of helliphellip
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
How to generate the information we need
from consumers the methods and
techniques
Approaches to understanding affinity
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Brand personality
User personality
Core symbolic values
Brand social
Personality
Authority - approaches to
understanding core symbolic values
In depth interviews with client stakeholders
Company - Brand relationships
Projective techniques in creative group sessions
with consumers
GenealogyFamily tree
Personification of the laquoFounding Fatherraquo amp family
ObituaryReincarnation
Description of the Company Board of Directors
Time Capsule
Secret Development Room
BrandSight Gallerysm I
Identification - approaches to
understanding brand and user
personality
Personification
Analogies
Collage
Visit to the factory
Planet game
BrandSight Gallerysm II
Personification
Collage
Role playing
BrandSight Gallery II
Brand Personality User
Approval - approaches to
understanding brand social personality
Brand party
game Role playing
War of
brands Shopping
basket
Awareness
Familiarity
Affinity Performance
Equity
Understanding performance
Approaches to understanding
performance
Free associations
Product mappingsorting
Productrsquos recipe
SimilaritiesDissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslowrsquos hierarchy of needs
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Brand equity of helliphellip
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
How to generate the information we need
from consumers the methods and
techniques
Approaches to understanding affinity
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Brand personality
User personality
Core symbolic values
Brand social
Personality
Authority - approaches to
understanding core symbolic values
In depth interviews with client stakeholders
Company - Brand relationships
Projective techniques in creative group sessions
with consumers
GenealogyFamily tree
Personification of the laquoFounding Fatherraquo amp family
ObituaryReincarnation
Description of the Company Board of Directors
Time Capsule
Secret Development Room
BrandSight Gallerysm I
Identification - approaches to
understanding brand and user
personality
Personification
Analogies
Collage
Visit to the factory
Planet game
BrandSight Gallerysm II
Personification
Collage
Role playing
BrandSight Gallery II
Brand Personality User
Approval - approaches to
understanding brand social personality
Brand party
game Role playing
War of
brands Shopping
basket
Awareness
Familiarity
Affinity Performance
Equity
Understanding performance
Approaches to understanding
performance
Free associations
Product mappingsorting
Productrsquos recipe
SimilaritiesDissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslowrsquos hierarchy of needs
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
How to generate the information we need
from consumers the methods and
techniques
Approaches to understanding affinity
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Brand personality
User personality
Core symbolic values
Brand social
Personality
Authority - approaches to
understanding core symbolic values
In depth interviews with client stakeholders
Company - Brand relationships
Projective techniques in creative group sessions
with consumers
GenealogyFamily tree
Personification of the laquoFounding Fatherraquo amp family
ObituaryReincarnation
Description of the Company Board of Directors
Time Capsule
Secret Development Room
BrandSight Gallerysm I
Identification - approaches to
understanding brand and user
personality
Personification
Analogies
Collage
Visit to the factory
Planet game
BrandSight Gallerysm II
Personification
Collage
Role playing
BrandSight Gallery II
Brand Personality User
Approval - approaches to
understanding brand social personality
Brand party
game Role playing
War of
brands Shopping
basket
Awareness
Familiarity
Affinity Performance
Equity
Understanding performance
Approaches to understanding
performance
Free associations
Product mappingsorting
Productrsquos recipe
SimilaritiesDissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslowrsquos hierarchy of needs
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Approaches to understanding affinity
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Brand personality
User personality
Core symbolic values
Brand social
Personality
Authority - approaches to
understanding core symbolic values
In depth interviews with client stakeholders
Company - Brand relationships
Projective techniques in creative group sessions
with consumers
GenealogyFamily tree
Personification of the laquoFounding Fatherraquo amp family
ObituaryReincarnation
Description of the Company Board of Directors
Time Capsule
Secret Development Room
BrandSight Gallerysm I
Identification - approaches to
understanding brand and user
personality
Personification
Analogies
Collage
Visit to the factory
Planet game
BrandSight Gallerysm II
Personification
Collage
Role playing
BrandSight Gallery II
Brand Personality User
Approval - approaches to
understanding brand social personality
Brand party
game Role playing
War of
brands Shopping
basket
Awareness
Familiarity
Affinity Performance
Equity
Understanding performance
Approaches to understanding
performance
Free associations
Product mappingsorting
Productrsquos recipe
SimilaritiesDissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslowrsquos hierarchy of needs
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Authority - approaches to
understanding core symbolic values
In depth interviews with client stakeholders
Company - Brand relationships
Projective techniques in creative group sessions
with consumers
GenealogyFamily tree
Personification of the laquoFounding Fatherraquo amp family
ObituaryReincarnation
Description of the Company Board of Directors
Time Capsule
Secret Development Room
BrandSight Gallerysm I
Identification - approaches to
understanding brand and user
personality
Personification
Analogies
Collage
Visit to the factory
Planet game
BrandSight Gallerysm II
Personification
Collage
Role playing
BrandSight Gallery II
Brand Personality User
Approval - approaches to
understanding brand social personality
Brand party
game Role playing
War of
brands Shopping
basket
Awareness
Familiarity
Affinity Performance
Equity
Understanding performance
Approaches to understanding
performance
Free associations
Product mappingsorting
Productrsquos recipe
SimilaritiesDissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslowrsquos hierarchy of needs
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Identification - approaches to
understanding brand and user
personality
Personification
Analogies
Collage
Visit to the factory
Planet game
BrandSight Gallerysm II
Personification
Collage
Role playing
BrandSight Gallery II
Brand Personality User
Approval - approaches to
understanding brand social personality
Brand party
game Role playing
War of
brands Shopping
basket
Awareness
Familiarity
Affinity Performance
Equity
Understanding performance
Approaches to understanding
performance
Free associations
Product mappingsorting
Productrsquos recipe
SimilaritiesDissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslowrsquos hierarchy of needs
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Approval - approaches to
understanding brand social personality
Brand party
game Role playing
War of
brands Shopping
basket
Awareness
Familiarity
Affinity Performance
Equity
Understanding performance
Approaches to understanding
performance
Free associations
Product mappingsorting
Productrsquos recipe
SimilaritiesDissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslowrsquos hierarchy of needs
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Awareness
Familiarity
Affinity Performance
Equity
Understanding performance
Approaches to understanding
performance
Free associations
Product mappingsorting
Productrsquos recipe
SimilaritiesDissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslowrsquos hierarchy of needs
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Approaches to understanding
performance
Free associations
Product mappingsorting
Productrsquos recipe
SimilaritiesDissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslowrsquos hierarchy of needs
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
BASIC NEEDS (physiological food water
shelter medical care)
SAFETYSECURITY NEEDS (human rights
freedom from fear)
BELONGINESS LOVE NEEDS
(acceptance caring sense of community)
ESTEEM NEEDS
(self esteem esteem from others)
SELF ACTUALISATION NEEDS
(realisation of true potential)
Maslow
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
ATTRIBUTE CONSEQUENCES VALUES
Feel good
about brand
Praise from
mother
Proud of
result
Makes me
feel wanted
Reward for
effort
Reminds me of
when I was a child
Reassurance
of
job well done
Notice my efforts
Pleasant
to smell
Tell itrsquos
cleaned
Family comment
Smells
nicer
Smells
cleaner
Lemon
scented
Benefit networkingladdering
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Exploring brand-consumer relationships
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
bull In Branding Research
bull In Advertising Development
bull In Direct Marketing
bull In Packaging Sales Promotion Public Relations
bull In Customer Service
Brand relationships
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
The interaction
of
The laquoobjectiveraquo Brand
The residual impression left
in the consumerrsquos mind of the
ideas images and messages
that
have been projected at the
consumer
The laquosubjectiveraquo Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the
consumer brand relationship
Consumersrsquo Attitudes Brandrsquos Attitudes
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Professional
Caring
Capable
Funny
laquoI like the doctorraquo
The doctor-patient relationship
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Professional
Caring
Capable
Funny
laquoI donrsquot like the doctorraquo
laquoThe doctor thinks
Irsquom an old hypochondriacraquo
The doctor-patient relationship
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Relationships with
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
CAN USE ALL AROUND THE WORLD
NOT EVERYONE CAN HAVE IT
PRESTIGIOUS
FOR SOMEONE WITH GOOD CREDIT RATING
WELL KNOWN
FOR SOMEONE IN HIGHER INCOME
BRACKET
STATUS SYMBOL
RESPECTED
FOR BUSINESS USE
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
American Express Card brand image
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
A BUSINESS PERSON
SOPHISTICATED
HAS LEADERSHIP QUALITIES
WEALTHY
DISTINGUISHED
SUCCESSFUL
CONFIDENT
HAS GOOD TASTE
GOOD-LOOKING
A CELEBRITY
CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
NON CARD
MEMBERS
X
X
X
X
X
X
X
X
X
X
American Express Card user
personality
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
laquoI know yoursquore a sound and creditworthy
person So when yoursquore with me everyone will
accept you and treat you as an important
person Of course itrsquos me they really know
and respect so stick with me and yoursquoll be
OKraquo
American Express Card members
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
laquoI donrsquot think yoursquore my type
First of all Irsquom not sure you can afford to keep
up with me Then Irsquom usually in the company
of well-known and important people Does that
describe you raquo
American Express Card non members
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
BRAVE Role Playing
Brand Families
Relationships
Cards Interviewer amp Applicant
Salesperson amp Customer
Team-mates
Master amp Slave
Father amp Child
Husband amp wife
Personal enemies etc
Exploring brand-consumer relationships
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
The brandrsquos positive prominence in the consumer mind
Technique the laquoMeraquo centred map
Brand relationships - qualitative
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
ME
Brand A X
X
Brand B
Brand C X
Familiarity
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Approaches to understanding brand-
consumer relationships
Brand Families
Relationships
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levirsquos
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father amp son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Benefits of the approach
A toolbox of techniques to provide a deep and
comprehensive understanding of brands and their
equity
Provides an easily understood map of brands in
the market
Generates a model to give direction to where the
brand should go
In the context of extensive global knowledge and
understanding of brands and how they work
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
The Qualitative Map
Category Expertise
Consumer Expertise
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
bull Direct and indirect competition
bull Barriers to switching
bull Category trends
bull Recent marketing amp sales innovations and events
bull Media
bull Category signs amp codes
bull Importance and specifics of point of sale
Category expertise
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
bull Macro amp Micro consumer needs
bull Emergent latent needs
bull Socio-cultural barriers to express oneself
bull Degree of familiarity towards brands as a whole
RE - The interviewed sample
bull Assessment of experimentalism
bull Assessment of overall degree of optimism pessimism
Consumer expertise
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
bull FAMILIARITY
bull AFFINITY Core Values
Brand Personality
User Personality
bull PERFORMANCE Product Image
Benefits
BRAND-CONSUMER RELATIONSHIP
(+) Category expertise
(+) Consumer expertise
Brand navigation diagnostic - content
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Building the learnings through quantification
Equity Enginesm
Equity
Price
Product
Service
Performance Brand
value =
Identification
Approval
Authority
Affinity
A comprehensive framework for understanding the relative
strength of brands and the underlying drivers of brand
equity
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Prestige
7
Acceptability
7
Endorsement
10
Performance
32
Affinity
68
Approval
24
Heritage
6
Trust
8
Innovation
4
Authority
18
Bonding
12
Caring
8
Nostalgia
6
Identification
26
Source Research International case studyretail market
Equity
Understand your market
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Some examples of qualitative outputs
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Tetra Pak
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
BrandSight(sm) core symbolic values
model
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(6)
(6) (4)
(10) (5)
(1) (2) (6)
(16)
(12) (9) (7)
(13)
(5)
(1)
(8)
(18) (2)
(20) (8) (6)
(34) (6) (57)
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
BrandSight(sm) the personality model
Friendly
(convivial
sociable
emotional)
Serious
(rational
technical)
Daring
(assertive bold)
Calm
(receptive
secure)
Sharing
(collaborative
caring
supportive)
Individualistic
(confident
independent)
Lively
(spirited energetic)
Reserved
(controlled reassuring)
Nurturing supporting caring
Tough rugged masculine
physical power
Outdoorsy nature masculine
Charming appealing feminine smooth
Upper class glamorous good looking
Intelligent technical corporate
Successful leader confident
Reliable hardworking secure Up to date contemporary
Independent self reliant
Humorous witty
Imaginative unique
Daring Provocative Trendy Exciting
Cheerful Sociable Friendly
Genuine nature wholesome original
Family orientated small town
average traditional
Good taste understated refined culture
Purity balance
natural mild
(2)
(1)
(19) (14)
(2) (10)
(8)
(2)
(o)
(2) (o)
(3)
(o)
(o)
(4)
(o)
(4) (1)
(23) (7)
(37) (5)
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Brand equity of Tetra Pak
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Long experience - the generic brand (aware
markets) generic format (Canada) - dk S Africa
Trust the technology whether or not brand aware
familiar with it now and it does the job
Progressive v cans and glass (not glass for Italy)
and developing closures etc through R amp D But
static in Sweden
Practical Makes my life easier so understands my
needs
In touch with consumer needs but no real evidence
of an emotional bond esp non brand aware markets
Childhood recall of pyramids in Sweden and Italy
but product area too functional to be truly nostalgic
Approval comes via the technology but brand is
accessible rather than prestigious
Ubiquitous and efficacy not questioned Everyone
uses it so broad acceptability
Almost self-endorsement Itrsquos in every kitchen
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Brand essence of Tetra Pak
Tetra Pak
Functions
Personality
Performance
Source of Authority
Preserves foodstuffsliquids
Keeps foodliquid shelf stable and
fresh
Simplifies my life
High performer - it does the job
R amp D
Attention to detail (closures etc)
Nurturing and caring
Approachable and confident
A bit dull - Sweden
The generic (brand or format)
Been around along time - proven
Ubiquitous
Its ours - Sweden
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Heinz Big Soup
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
AuthorityAuthority
AuthorityAuthority
Long standing reputation andLong standing reputation and
leadershipleadershipHeritageHeritage
The brand as something oneThe brand as something one
can trust or rely oncan trust or rely onTrustTrust
Leading edge at the forefrontLeading edge at the forefront
of new developmentof new developmentInnovationInnovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again trust in Heinz per se Current and
past experience of HBS has always been
positivepositive expectations in non users
Evolutionary innovation a facet of Heinz the
parent HBS has fallen behind it has
become a bit forgotten
The Model
Brand Navigationsm
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
IdentificationIdentification
IdentificationIdentification
Brand with which theBrand with which the
consumer feels comfortableconsumer feels comfortable
emotionallyemotionally
BondingBonding
Understanding the consumerUnderstanding the consumer
as an individual knows whatas an individual knows what
heshe needsheshe needs
CaringCaring
Associated with happyAssociated with happy
personal memoriespersonal memoriesNostalgiaNostalgia
Heinz is a friendsoup has very positive
warm values HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs convenience range of
usage occasions ldquoreal foodrdquo
Personal memories of Heinz are positive -
always used at least some of their
products Non controversial brand
prepared to use others within the stable
The Model
Brand Navigationsm
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
The Model
Brand Navigationsm
ApprovalApproval
ApprovalApproval
Upmarket upscale orUpmarket upscale or
premiumpremiumPrestigePrestige
Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by
peerspeersAcceptabilityAcceptability
Used or approved by expertsUsed or approved by experts
or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement
Mainstream and approachable
Ubiquitous Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Slendertone
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Slendertone ndash Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand
ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)
ldquoTheyrsquore a reputable company with a wide range of productsrdquo
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo
(Female Non-User London)
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
This unknown stem of creation is not a spontaneous thought in the consumer mind
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works
This lsquomedicalrsquo tone to the brand could be further exploited although care would need to
be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer more attractive body
ldquoSlendertone understand our problemsrdquo (Female User London)
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field
ldquoIts got to be from California because it sounds like an American namehellipIt
sounds American from someone involved in gymsrdquo (Male Non-User London)
ldquoAmericans started it as a gimmicky quick fix or those already involved in
exerciserdquo (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years
ldquoI knew they were around and then they went very quietrdquo (Female User London)
ldquoIn the early days Slendertone had a bad name because of bad experiences
but it has stood the test of timerdquo (Male Non-User London)
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Trust
There is a fairly consistent level of scepticism surrounding EMS products in general
especially amongst men However because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability
lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as
to what this phrase actually means It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo
and tangible proof of the productrsquos performance In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added
The tone and imagery used on previous advertisements is something that equates to lsquoa
dodgy productrsquo for many consumers
ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
RIO - Global Branding
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Consumers distinguish 4 types of global
brands
Master
Brands
GloCal
Brands
Super
Brands
Prestige
Brands
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Brand landscape from local perspective
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Emerging Brand landscape
Master
Brands
Ambassador
Brands
Super
Brands
Prestige
Brands
GloCal
Brands
Local
Brands
Tribal
Brands
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Master brands
Set standard of the category the original genuine
unique
Built on a universal narrative (a proposition with
universal relevance and resonance) Often the
creators of a self nurturing lsquomythrsquo Transcended their
origin -
Immortal - constantly innovative rejuvenating - power
to stay relevant
Appeal to both need to conform need to stand out
(Nike Nokia Sony)
These brands empower - but above all are powerful
Available indispensable ubiquitous unavoidable
Authority
Identification
Approval
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
ldquoIt is status symbol but anyone can
have it helliprdquo Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique Authentic
Coca-Cola is the leader and the
rest are imitatorsrdquo Chile
Levirsquos It is about being authentic
being yourself Greece
Nostalgia
ldquoever since you are a child you are
taught that the TV set has to be a
Sony which was the one my
grandmother and my mother used
to haverdquo Colombia
Transcended origin
ldquoI grew up with Coca Cola it is so
close to me now that I donrsquot even
think that it is an American brandrdquo
Universal individual
Coca-Cola is for everyonerdquo gives a
feeling of universality and at the
same time considers everyonersquos
individuality Mexico
ldquoCoca Cola It is what it says it is
lsquoAlwaysrsquo for all ages for all kinds
of people for all seasons for all
moments Greece
ldquoif I wear Nike there is no need to
say anything
lsquoIrsquove got friends in India and
they talk the same way about
Levirsquoshellipitrsquos about finding out
what you have in commonrsquo
UK
Bonding
Sony is really cool hip and
outgoing I believe it is my best
friend I play it listen to it and
enjoy it as much I canrdquo USA
ldquoNike is the town to be All my
friends wear Nike What would I
be without Nike USA
lsquoJust do it reflects Australian
mentalityrsquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Narrative Myth
ldquoSome brands have more deep
meaning for example Nike Itrsquos
not only a name Nike - Thailiand
ldquothey talk about a product but also
about a specific style a precise
philosophy hellip when you buy it it is
like choosing something with which
you identify helliprdquo Italy
laquo Nike is for the young raquo laquoItrsquos a
trendy brand it enables to affirm a
styleraquo laquoit contributes to giving or
creating an image of oneselfraquo laquoAll
show for someone to hide things
about themselvesraquo France
Innovative
ldquothey are constantly trying out
new things thus have an image
of being revolutionary novelrdquo
Japan
dynamic ones and innovative
ones raquo laquoI dreamed about it
Sony made it itrsquos a great slogan
it suggests creation there are no
limitshellip raquo France
Sony Always cutting-edge and
always smaller (devices) than
everybody else Greece
Powerful
ldquoI just came from Vanuatu and I
was in the middle of nowhere
and four hours to a telephone
but they had Coca Cola - that is
what I mean by powerful -
everywhererdquo Australia
They run the world theyre
enormous indestructible
Belgium
Brands that have become
indispensable and unavoidablerdquo
Belgium
ldquoIt is status symbol but anyone can have it helliprdquo
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Prestige brands
Exclusive display and highly aspirational
Built on cultural values or based on provenance of the
founder - lsquoChanelrsquo
Distant - superior
Give status and power make you feel powerful
Best buy in the category high quality
Power status distinction prestige leadership
Authority
Approval
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
ldquoI bought it because it is
Swiss it is high quality just
like watches Swiss means
precision and reliabilityrdquo Chile
Leadership
A powerful brand is a brand that
has the ability to command respect
Zimbabwe
Highly aspirational
If I could I would die for a
Chanel suitrdquo Argentina
ldquoI will give everything to have
this car BMW ldquo
ldquoI would love to have a BMW
Can you imagine Me in a
BMW Wowrdquo Panama
ldquo I would like to buy a BMW I like
its quality and design and also it is
a prestigious carI would be so
proud of myself if I ever drive
ithelliprdquo Turkey
ldquo When I wear a known brand I
like showing off When you look at
a person wearing a known brand it
seems like the person is rich and
wealthy helliprdquo Turkey
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
ldquoIncrease the value of the one who
uses themrdquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Stand out prestige status
To set oneself off from the
rest France
It reminds me of the proverb lsquowho
dares winsrsquo Greece
Certain automotive brand certain
clothing brand certain places
confer a good level on you more
than anything It makes you
different to the other peoplerdquo -
Mexico
hellipTo me it means differentiation
from others It increases my self-
esteem and my self-confidence
(Germanyhellip)
Not everybody can buy it then
again it is not meant to be for
everyone Greece
ldquoItrsquos like being so proud feeling so
satisfied and that people envy you
one way or the otherrdquo Colombia
Itrsquos about class and statusrdquo SA
ldquoRolex has so much prestige in itrdquo
(HK)
ldquoThe whole world loves it you feel
you are above others if you own
Louis Vuitton (HK)
ldquoI can walk on the street with my
head up if Irsquom wearing a genuine La
Coste shirtrdquo Philippines
ldquoI bought my Hermes bracelet to celebrate
changing jobs and joining the apparel
industry and I have worn it every day since I
like the fact that even though I wear it all the
time nobody notices that it is from Hermesrdquo
Japan
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Super brands
More category and performance than lsquonarrativersquo
driven Have not become a myth by themselves
Global brands omnipresent or International not
universal -- no clear origin
High quality though not always perceived as the
original (eg Pepsi)
They are an important player but not the leader
of the category
Secure trusted durable
Authority
Identification
Approval
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
ldquoTrusted silver medal winnersrdquo
ldquoI love my Visa cardhellip I feel I can do just
anything it opens the doors for yourdquo Chile
ldquoThe highest level of a brand is
reached if it stands for a product
category like UHUrdquo (Austria) Strong investment in research and
development Brands a little lower
in terms of globalness and
affinity people assume that
they are less known have less
success at a global level)
Silver medal
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
GloCal brands
Private brands for homeself - weak display
function
Not recognised as international brands by
consumers - Unilever Philips
Feel close lsquofeel localrsquo
Category driven - mostly food personal care or
household care but can be electronics (Philips)
Trustworthy not flashy
Authority
Identification
Approval
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
ldquoFeel Closerdquo
Heritage
ldquoNescafeacute has always been in my
homerdquo ldquoMy mother used to make
fudge with condensed milk Nesteacuterdquo
Chile
ldquo As Lipton has a long history in Turkey it
has become like a local brand in our
minds and we see Lipton as a local
brandhelliprdquo Turkey
Trust
ldquoNestle because there is a
tradition thatrsquos why I identify
myself with it itrsquos guarantee total
qualityrdquo Colombia
Nostalgia
ldquoperhaps the first ice-creams at the
oratory were in point of fact
Algidarsquos who can forget the Cuore
di Panna Cornetto ldquothe mad
passionrdquo of so many summersrdquo
Italy
Feel local
ldquoVegemite is local even though it is
owned by a multi-national - no
other country would touch itrdquo
Australia
ldquoGlobal locals have Australian ads
eg lsquoHeinz meanz beanzrsquordquo
Identification
ldquothey are ours hellip they are homely
approachable close and warm-
heartedhellip they form part of our
historyrdquo Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Ambassador brands UK
Brands linked to country of origin
Mostly described as international or regional brands-
(less ubiquitous)
Received differently across continents European
regionality -- very positive in Europe -- For other
continents (Asia Africa Latam) less a benefit
Connection to cultural heritage - source of local pride
for the country of origin - lsquoPuts your country on the
maprsquo
(Not for Scandinavia -- will dilute local values in the
long run)
For local markets
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
ldquoMake you feel proudrdquo
Trust
ldquoJC Penney is just satisfied with
being who they are Theyrsquore not
trying to go it big (international)rdquo
USA
Theyve grown in a good way
without crushing anyone Belgium
Acceptability
This group of local brands tend to
attract young lsquogo-gettersrsquo (eg
directors of black owned
companies young black
entrepreneurs lsquothe nouveaux
richesrsquo etc) more and more
successfully ldquothey are getting
thererdquo SA
Pride
ldquoTusker is great beer you can find
it even in America Kenya
QantasldquoIt makes me proud and itrsquos
a great product and a good
ambassador for Australiardquo
Belgians still make some good
thingsrdquo Its also a matter of pride
for us
Put your country on the map
Fosters is from Australia but I call
it global More people drink it
overseas than they do here the
same as Guinness for Ireland Itrsquos
recognisably Australian but for an
overseas marketrdquo Australia
lsquoThat is why I am proud off
Heineken they put our country on
the maprsquo Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Local Brands UK
lsquoOursrsquo reflect local values
The brand you grew up with traditionaldependable
trustworthy warmth
lsquoHighest accountabilityrsquo to consumer have more
interest in you as a consumer
Daily standard not very aspirational
Can reflect local pride -- reconnecting with local values
Trusted tender warm original
For local markets
Authority
Identification
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
ldquoOursrdquo
Heritage
ldquoLocal brands represent South Africa
and what it all aboutrdquo
ldquoCampbell soup is a real American
brand My mother used it and now I am
using it as wellrdquo USA
Trust
I tell myself its not been messed
about with as much its less
industrialized Belgium
They are always therehellip the products
we use on a daily basisrdquo Kenya
Nostalgia
We grew up with those things My
mother wonrsquot be wrong feeding me
Jungle Oats That is what I will be
feeding my child for the next million
yearsrsquorsquo SA
Reeb Beer (shanghai local brand)rdquo
- its advertising said Shanghai is
the place that I was born I drank
beer first time I fell in love first
time hellipthe forever innocent timesrdquo
China
Care
ldquoget to the consumer by his
feelings understand us betterrdquo
Argentina
Low prestige
You cannot boast of having a local
brandrdquo Kenya
ldquo
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
Tribal Brands
These can be Global or Local - (Ben Sherman
versus Quicksilver)
The tribe selects the brandnot the other way
around
Tension between universalityand individuality -
Nike
Connecting a social group - the Tribe - based on
attitude not age sex or class
Used as ldquorebellionrdquo against mainstream brands
Harley Davidson Apple Diesel
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip
ldquoMine ldquo
ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--
need to be part of a tribe
ldquoThe clothes are unique My style I always find something I like and I feel different from the
mainstream high street shopsrdquo Australia
ldquoSwatch watches are the
ones that adjust to my
personality because of
their designs and
durabilityrdquo
ldquordquoIf I get a sense that it is pandering to the
consumer then I lose interest I want it to
stubbornly hold on to its uniquenessrdquo (Japan)
ldquoA shop brand that had only been popular among
my group got a lot of press in the magazines and
became quite major after a famous personality
wore it so now I donrsquot wear it very muchrdquo (Japan)
ldquo
ldquoA future super brand has
to leave room for the
individual
to express themselves It is
not too uniform or limits
thoughts andor behaviour
or the way you look It has
to allow for self expression
ldquoIf you wear Nike drink Coca
Cola and talk in you Nokia you
are just one in a millionrdquo
Denmark
Video clip