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Branding for Startups UNAVE 24 APR 18 Aveiro

Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

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Page 1: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

BrandingforStartupsUNAVE

24APR18Aveiro

Page 2: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

Welcome

ManuelNeryMultidisciplinarydesignerwithexperienceinmarketingandimplementationofinformationtechnologies,specialisedintheareasofhighereducationandentrepreneurship.

[email protected]

http://www.manuelnery.com/
mailto:[email protected]
Page 3: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

Today…

1. AdvantagesofBrandingforStartups2. Identifythepersonalityofyourbrand3. Brandorigin4. ElementstobuildabrandBreak5. Buildabrandinastructuredway6. Growyourbrandcommunity7. Toolstolaunchyourbrand8. Organisationarchitectureofthebrand(s)9. ExtensionsofthebrandtogrowyourbusinessQ&A

Page 4: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

Werelatetobrandsinthesamewaythatwerelatetoourfriends.

1. AdvantagesofBrandingforStartups

Page 5: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

1.1.KnowledgeandPerceptionInitialperception(hiddenbrand)

Finalperception(visiblebrand)

Source:Keller2003

Page 6: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

1.2.EmotionalConnections

“Intheend,brandisallaboutculture.Aspricesfallforvirtuallyallcommoditised,manufacturedgoods,therealcompetitionwillbewiningtheheartsandmindsofconsumers”

Source:BusinessWeek,2004,p.64inSteenkamp,2014

Page 7: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

• Nuclearproduct• (prominence)

• FunctionalAttributes• (performance)

• Symbolic• (brandattributes)

1.3.BrandcomponentsI

Source:Keller,2003,p.14

Page 8: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

1.3.BrandcomponentsII

Source:Keller,2003,p.4

"Abrand,therefore,isaProduct-whichalsohasdimensionsthatdifferentiateitfromotherproductsdesignedtosatisfythesameneed(competition)"

Thedifferencescanbe:Rationalandtangible-relatedtoproductperformanceSymbolic,emotional,intangible-relatedtowhatthebrandrepresents

Whatdistinguishesabrandfromacommoditygivesitequity-thetotalsumofconsumerperceptionsandfeelingsabouthowitperforms.

Page 9: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

1.4.Productlevels

Source:P.Kotler

PotencialProduct

AugmentedProduct

ExpectedProduct

GenericProduct

CoreBenefit

Page 10: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

1.5.Branddefinitions

”Abrandisaname,term,sign,symbol,ordesignwhichisintendedtoidentifythegoodsorservicesofonesellerorgroupofsellersandtodifferentiatethemfromthoseofcompetitors”(AmericanMarketingAssociation)

“Brandsareproductsandservicesthathaveaddedvalue...bothmanagersandcustomersareinvolvedinthebrandingprocess”(Kotler&Keller,2006)

“Brandingisendowingproductsandserviceswiththepowerofabrand”(Kotler&Keller,2015)

Page 11: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

1.6.Equationofthebrandvalue

Consumerbenefits

Costsfortheconsumer

Tangibleandintangiblebenefits

Totalcostofownership

Page 12: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

1.7.Whycreateabrand

Company• Legalmeansofexclusiveprotectionofresources

• Qualitylevelsignforsatisfiedcustomers

• Meansofendowingproductswithexclusiveassociations

• Sourceofcompetitiveadvantagethatresultsinasourceoffinancialreturn

Client

• Promise,bondorpactwiththemanufactureroftheproduct• Qualitysign• Reducedriskandreducedresearch• Symbolicproduct

Source:KellerKL(2013)

Page 13: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

1.8.BrandAwareness

RecognitionTheabilityofconsumerstoconfirmpre-brandexposurewhengivenarelevantclue.

=Safety

Recall

Itrelatestotheabilityofconsumerstoretrievememorybranddetails-anembeddedpreference.

Haveabreak=

Source:KellerKL(2013)

Page 14: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

Yourbrandshouldbemorethanyou...stepawayofyourselfandthinkabouthowyouwantthecustomerstotalkaboutyourbrand.

2. Identifythepersonalityofyourbrand

Page 15: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

2.1.Futureproof

Source:KellerKL(2013)

Whereandhowyouwanttobein5years?

Page 16: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

2.2.Metaphors

Source:KellerKL(2013)

Ifyourbusinesswasa_____________________,whatwoulditbe?

Animal?Color?

Celebrity?Car?

Page 17: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

2.3.BrandPersonalityI

Source:www.brandchannel.com

Theattributionofhumanpersonalitytraitstoabrandasawayofachievingdifferentiation.Usuallydonethroughlong-termactions"abovetheline"ofadvertisingandpackagingandappropriategraphics.

Thesetraitsinformthebehaviourofthebrandthroughcommunicationandthepeoplewhorepresentthebrand-itsemployees.

Page 18: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

2.3.BrandPersonalityII

Head(rationalvalues)

Themosttangibleaspectsofthebrand.Offerofspecificproductsandtheirfeaturesandfunctionalities

Heart(emotionalvalues)

Usuallymoreintangibleaspectsofthebrand.Theemotionalsellingpoint.E.g:fun,adventurous,young,...

Page 19: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

2.4.PersonalityDimensionsIII

Source:J.Aaker(1997)

Page 20: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

Source:J.Aaker(1997)

Page 21: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

Source:J.Aaker(1997)

2.5.PersonalityVSLocalI

Page 22: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

2.5.PersonalityVSLocalII

Source:MillwardBrown(2012)

Page 23: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

Source:MillwardBrown(2012)

Page 24: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

"Everyinteractioninanyform,isbranding"

3. Brandorigin

Source:SethGodin

Page 25: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

3.1.GEOinbrandstrategy

Source:J.Aaker(1997)

GlobalBrand

ForeignBrand

LocalBrand

GlobalBrand:Ithasthesamenameand,insomecases,asimilarimageandpositioningaroundtheworld.Adaptationversusstandardisation.

ForeignBrand:Useyourforeigncountryoforigintohelpdifferentiateyourbrand

LocalBrand:Echoesinyourdomesticmarket

Page 26: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

3.2.Country/CultureofOriginEffect

• Everyplacehascertainimagesinpeople'sminds.

• Placeassociationscaninfluenceperceptionsoffunctionalandsymbolicattributesoftheproduct

• TheCCO*effectmayplayaroleindifferentiatingabrand.

• CCO*effectcanincludethefollowingkeyelements:

• Countryofmanufacture

• Countryofdesign

• Traditionofthebrandorcultureoforiginofthebrand

Source:Pharr(2005)*CCO–Country/CultureofOrigin

Page 27: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

3.3.PositioningusingCCO*

*PCO–País/CulturadeOrigem

• Nameofthebrand,identifyingtheplace• Localvisualimages• Ownlanguagesuggestions• Effect"Madein"• Localpublicrelationscustoms,uniqueandauthentic

Page 28: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

HistoryThestoryhowismade

Brandhistory

3.4.HowtousetheCCO*effect

*CCO–Country/CultureofOrigin

BrandNarrative

Page 29: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

”Designisthesilentambassadorofyourbrand"

4. Elementstobuildabrand

Source:PaulRand

Page 30: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

4.1.Defineandestablishbrandvalues

Source:KellerK.(2013)

PrimaryBrand

associations

Brainstormofabstractassociations(attributesandbenefits)thatcategorizethe5mostimportantaspectsofthebrand

BrandMantra

3to5wordsthatrepresenttheessenceofthebrand.Youneedtoconsider:Communicate-definecategorySimplify-memorable,conciseanddynamicInspiring-Meaningtocustomersandemployees

Page 31: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

BRANDELEMENTS

Naming

URLs

Website

Logos&Symbols

Colors

Tipography

Slogans

Uniforms

Spaces

Packing

Jingles

Mascots

ToneMessage

4.2.BrandElements

Page 32: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,
Page 33: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

4.3.SelectioncriteriaCriteria Description

Memorable Easilyrecognizableandremembered

Kind Visually

Remarkable Brandacrossborders

Adaptable Aretheelementseasilyupdated?

Canbeprotected Legalandcompetitivesense-verifylegality

Transferable Possibilityofcategorychange/extension

Available BrandregistrationandURLdomains

Source:KellerK.(2013)

Page 34: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

4.4.BrandAwareness

Awareness

Values

Considerations

FeelingsImages

Experiences

Page 35: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

4.5.Tools

• BrandElementsOverview–Downloadhere.• CorporateBrandBriefing–Downloadhere.Source:MischievousMarketing

https://drive.google.com/drive/folders/1ayRbygFU1ttiirsd-rAfu1XPT5LyUN-C
https://drive.google.com/drive/folders/1ayRbygFU1ttiirsd-rAfu1XPT5LyUN-C
Page 36: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

Abrandisthesetofexpectations,memories,storiesandrelationshipsthat,takentogether,accountforaconsumer'sdecisiontochooseoneproductorserviceoveranother. SethGodin

5.Buildabrandinastructuredway

Page 37: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

BrandStrengthFutureValue

Differentiation-thedegreetowhichthebrandisviewedasdifferentfromothers.Relevance-Therangeofattractionofbrands.

BrandStatusCurrentPerformance

Estimate-Thebrandisconsideredandrespected.Notoriety-Leveloffamiliarity/intimacythatconsumershavewiththebrand.

5.1.Brandpillars

Source:www.yr.com/bav

Page 38: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

5.2.BrandPowerGrid

Niche/Curiosity

Leadership

MassMarket

New/Scattered Fatigue/Commodity

Bran

dStrength/FutureVa

lue

BrandStatus/CurrentPerformance

Source:www.yr.com/bav

Page 39: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

5.3.CBBEModel

Source:Keller,2003,p.14

Model“Customer-BasedBrandEquity”4StepstoBuildingaBrand:

1. Whoareyou?(BrandIdentity)2. Whatareyou?(Brandknowledge&meaning)3. Whataboutyou?(BrandResponse)4. Whataboutyouandme?(Consumerbrand

relationship)

Page 40: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

AdaptedfromtheKellerCBBEmodel,1993,byMischievousMarketing

Page 41: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

5.3.1.BrandIdentity(Salience)"Auniquesetofbrandassociationsthatabrandstrategistaspirestocreateormaintain.Theseassociationsrepresentwhatthebrandstandsforandimplyapromisetocustomersfromtheorganisationmembers.Brandidentityshouldhelpestablisharelationshipbetweenthebrandandthecustomerbygeneratingavaluepropositioninvolvingfunctional,emotionalorself-expressivebenefits"(Aaker,D.1995)

Inotherwords,itisthe"inside-out"elementofthebrandequity(howthecompanywantstobeperceived).

Inderivingbrandidentity,Aaker(1995)recommendsconsideringabrandasaperson,asymbol,aproduct,anorganisation.

Page 42: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

5.3.2.BrandMeaning

AdaptedfromtheKellerCBBEmodel,1993,byMischievousMarketing

Page 43: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

5.3.3.BrandResponse

AdaptedfromtheKellerCBBEmodel,1993,byMischievousMarketing

Page 44: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

5.3.4.BrandResonance

AdaptedfromtheKellerCBBEmodel,1993,byMischievousMarketing

Page 45: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

5.3.5.Challenge

Source:MischievousMarketing

Page 46: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

Buildloyaltyandpromoteengagementwithyourcustomers.

6.Growyourbrandcommunity

Photocred

it:Jo

nathanRolande

onVisualHu

nt/CC

BY

https://visualhunt.com/author/d227c5
https://visualhunt.com/re/402118
http://creativecommons.org/licenses/by/2.0/
Page 47: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

6.1.Mainaxes

Feedback

Advocacy(WOM)Support

Page 48: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

6.2.Brandcommunities

Consumersestablishrelationshipsnotonlywithbrandsbutalsowithothernetworkofconsumerswhousetheseparticularbrands,calledbrandcommunities(McAlexander2002,MunizandO'Guinn2001).

Brandcommunityisdefinedasaspecialized,non-geographicallyboundcommunity,basedonastructuredsetofsocialrelationshipamongadmirersofabrand(MunizandO'Guinn2001).

Page 49: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

6.2.Anti-brandcommunities

Theoppositeofabrandcommunityisananti-brandcommunity.Inthesamewaythatbrandcommunitiesareformingaroundcommonlyusedbrands,anti-brandcommunitiesareformingaroundcommonaversionstowardbrands.Antibrandcommunitiesemergefromagroupofconsumerswhoopposeandboycottorprotesttocertainbrandsasaresultofincreasingconsumerpowers.(Kucuk2008)

Page 50: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

6.3.RelatedRolesBrandActivists

Individualsorgroupsthatgatheraroundacauserelatedtothebrand.Theyareadvocatesofwhatthebrandstandsfor.

BrandTerrorist

Individualsorgroupswhosepurposeismalicious,whosepurposeistoharmonebrand(s).Theymaybepastcustomersorevenemployeesorformeremployeeswhofeelharmed.

Page 51: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

6.4.BrandIntegrity(case)

Page 52: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

6.5.Buildingthebrandcommunity

AdaptedfromtheKellerCBBEmodel,1993,byMischievousMarketing

Page 53: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

6.6.Checklist

Reviewthefinalstep"BrandResonanceinthe"BrandBuildingWorkbook">>>

Behaviouralloyalty-Customerswhohaveboughtrepeatedly.Checkyourpurchasefrequencyandunderstandyourcustomer's"customerjourney".

Attitudinalattachment-Whatcustomersarereceivingandhowtheyarereceiving=totalcustomerexperience.Becomeirresistibleasitisapleasuretoestablisharelationshipwithyourbrand.

Senseofcommunity-communitybuildingactivitiesandevents,createsenseofbelonging.Basethisonagoodunderstandingofwhatyourcustomerswouldliketogetfromyourbrand.

Activeengagement-yourbrandispartofthelivesofyourcustomers,evenwhentheyarenotbuyingyouproducts/services.Itisespeciallyevidentinsocialnetworkingcircles.Youcanfostera"committeeofambassadors"oragroupofclientsthatcancontributetotheguidanceofyourorganisation!-eg:Co-creation.

Page 54: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

Youmustliveinthepresent,launchyourselfoneverywave,findyoureternityineachmoment. HenryDavidThoreau

7.Toolstolaunchyourbrand

Page 55: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

7.1.Buildbrandvalue

Brandevaluationlevel BrandAttributes Consumerbenefits

EmotionalimageSymbolicmeaning

PersonalityReinforcement

Socialsignificanceofthebrand

ExperienceSecurechoice

Functionalperformance KeeppromisesEasychoiceAssurance

ReplicableSatisfaction

Page 56: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

7.2.FutureProof

Whoisyourbrand?

Downloadandfillintheworksheet>

Page 57: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

7.3.ClientsWhoisyouridealclient?

Downloadandfillintheworksheet>

Page 58: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

7.4.Tools/MediaConventional

• Sales-orientedpromotionalcontent

• Stereotypedimages

• Productaboutthebrand

• Communicationformasses

• BusinessCard

• Brochures

• Flyers

• Adverts

• Socialnetworks

• Website

• ....

Disruptive

• Information-orientedcontentfortherelationship

• Realimages,withnaturalness

• Brandabouttheproduct

• Communicationforniches

• Storytelling

• e-card

• e-Books(interactive)

• Events,Talks,Coffee-breaks...

• Co-creationwithcustomers,suppliers,...

• Landingthemedpages

• Video

• Website&Blog

• SocialNetworkingandInternetAds

• Emailsubscriptions/footers

• ...

Page 59: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

Exerciseswithclients

+

thepersonalityofyourbrand

=

interestingopportunitiesforthemostappropriatetools

7.5.Brandfocusedonthemarket

Page 60: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

7.6.PathYourclient'sjourney?

Downloadandfillintheworksheet>

Page 61: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

Theword“brand”ineffectivelydescribesanorganisation´spurpose,voice,attitude,methodology,competitivepositionandreasontobelieve. SashaStrauss

8.Brand(s)Architecture

Photocred

it:DarkB4D

awnon

Visu

alhu

nt.com

/CC

BY-NC-ND

https://visualhunt.com/author/d97e84
https://visualhunt.com/re/7599c6
http://creativecommons.org/licenses/by-nc-nd/2.0/
Page 62: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

8.1.Brand(s)Architecture

Source:Keller,2003,p.14

Itisthewaybrandsarestructured(relatedanddifferentiated)inanorganisation(theycanbeorganisedvisually).

1.Numberoflevelsinuse2."BrandAwareness"oneachlevel3.Consistencyofbrandelementsatdifferentlevels

Page 63: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

8.2.MasterbrandStrategyI

Page 64: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

HerewehaveastrongMasterbrandthatleveragesitsstrengthwithdivisionsthatfeaturethemainbrandmodifiedbyaproductorservicedescription.ThinkFedExandFedExGround.Amonolithicbrandarchitecturecapitalizesondeepandestablishedcustomerloyalty:yourtargetaudiencecareslessaboutthefeaturesorbenefitsoftheproductthanwiththebrandpromisetheyknowandlove.

8.2.MasterbrandStrategyII

Source:http://www.ignytebrands.com/brand-architecture-creating-clarity-from-chaos/

Page 65: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

8.3.EndorsedstrategyI

Page 66: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

Inthe"Endorsed"structure,boththeparentbrandanditsdivisionshavestronganduniquemarketpresences,anddivisionsbenefitfromtheassociationorapprovaloftheparentbrand.Thesynergybetweenthemisoftenmutuallybeneficial,too.(Eachbenefitsfromthestrengthoftheother.)ExamplesareAppleandiPhoneorNabiscoandOreo.

8.3.EndorsedstrategyII

Source:http://www.ignytebrands.com/brand-architecture-creating-clarity-from-chaos/

Page 67: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

8.4.PluralisticstrategyI

Page 68: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

Thearchitectureofthe"Pluralistic"brandischaracterisedbyavarietyofdistinctandfamiliarbrandsunderaparentbrandthatcustomersgenerallydonotknowabout.Theimportanceoftheparentbrandisprimarilyfortheinvestmentcommunity.WeseethisinbrandslikeUnileverwithDoveorKimberlyClarkwithKleenex.

8.4.PluralisticstrategyII

Source:http://www.ignytebrands.com/brand-architecture-creating-clarity-from-chaos/

Page 69: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

Weusebrandstoprojectwhowewanttobeintheworld,howwewantpeopletoperceiveus,andhowwewanttofeelaboutourselves.DebbieMillman

9.Extensionsofthebrandtogrowyourbusiness

Photocred

it:Degilboon

flickronVisualHun

t/CCBY-NC-ND

https://visualhunt.com/author/bcfbcf
https://visualhunt.com/re/84b49b
http://creativecommons.org/licenses/by-nc-nd/2.0/
Page 70: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

Modifiedproducts Currentproducts Newproducts

CurrentMarkets Marketdevelopment

PartialDiversification

ProductDiversification

ExpandedMarkets MarketExpansion LimitedDiversification

PartialDiversification

NewMarkets Marketpenetration ProductExpansionProduct

development/diversification

9.1.Ansoff´s9BoxMatrix

Page 71: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

9.2.Definitions

KotlerandArmstrong(2002)definedbrandextensionasusingasuccessfulbrandnametolaunchnewormodifiedproductsinanewcategory.Verma(2002)alsodefinedbrandextensionasusinganexistingbrandnametolaunchaproductinadifferentcategory.BrandExtensionsareawayofcapitalizingontherecognition,goodwillandanypositiveassociationsofanestablishedbrandandusingthenametoleveritselfintoanewmarket.

Page 72: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

Marssuccessfullyleveragedtheirconfectionerybarintotheice-creammarketandindoingsodeseasonalisedtheirsalesbyprovidingincomeinthesummerwhenchocolatesalesarenormallyattheirlowest.Hem,deChernatonyandIversen,(2003)

Page 73: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

9.3.Typesofbrandextensions

Adapted:Moorthi,2003

Page 74: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

9.4.LaunchOptions

1. Developanewbrandchosenforthenewproduct.

2. Applyexistingbrands.

3. Useacombinationofanewandexistingbrand.

Page 75: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

Generalstrategiesforestablishingacategory:1) Introducethesameproductinadifferentform2) Introduceproductsthatcontainthebrand'sdistinctivetaste3) Introducecompanionproductsforthebrand4) Introduceproductsrelevanttothecustomersofthebrand5) Introduceproductsrelevanttothefirm'sperceivedexpertise6) Introduceproductsreflectingthebrand'sdistinctivebenefit,

attributeorfeature7) Introduceproductsthatcapitaliseonthedistinctiveimagesofthe

brand

9.5.Strategies-Categories

TauberinKeller(2013)

Page 76: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

9.6.Brandextension-advantagesI

Oneintwobrandextensionsfail.(50%)

Source:BrandStretchbyDavidTaylor(2005)

Page 77: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

9.6.Brandextension-advantagesII

• Improvebrandimage

• Reducerisksperceivedbycustomers

• Increasetheprobabilityofgettingdistributionandtesting

• Reducethecostsofmarketingprograms

• Avoidcostofdevelopinganewbrand

• Enabledemandforconsumervarieties

• Revitalizethebrand

• Allowsubsequentextensions

Page 78: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

9.7.BrandExtension-Disadvantages

• Itcanconfuseorfrustratecustomers

• Mayfaceresistancefromretailers

• MayfailordamagetheparentbrandimageCansucceed,butcannibalisesalesoftheparentbrand

• Candilutethemeaningofthebrand

• Maylimitthatcompanycancreateanewbrandofsuccess

Page 79: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

• Successfulbrandextensionsoccurwhenthereisaperceptionoffitbetweentheparentbrandandtheextensionproduct

• Manybasesoffit:product-relatedaswellasnon-productrelatedattributesandbenefitsrelatedtocommonusagesituationsorusertypes

• Highqualitybrandsstretchfurtherthanaveragebrands• Anunsuccessfulextensiondoesnotpresentafirmfrombacktrackingandintroducingamoresuccessfulextension

• Themosteffectiveadvertisingstrategyforanextensionisonethatemphasisesinformationabouttheextensionratherthanremindersoftheparentbrand

9.8.BrandExtensionGuidelines

KellerKL(2013)

Page 80: Branding for Startups - Manuel Nery€¦ · In other words, it is the "inside-out" element of the brand equity (how the company wants to be perceived). In deriving brand identity,

[email protected]

Adaptedfrom

:Brand

ingforstartup

s,HannaPrice,M

ischievou

sMarketin

g.O

nlyforn

oncom

mercialuse.

http://www.manuelnery.com/
mailto:[email protected]

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