BRANDING

Matti Helelä, Senior LecturerHAAGA-HELIA University of Applied

SciencesSeptember 2014

http://myy.haaga-helia.fi/~liibba/brands-mh-2014.pptx

Products are made in the factory, but brands are built in the mind.

A brand is a promise.

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STRONG BRANDS CAN LIVE FOREVER

… even if the physical product takes a new form

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ANYTHING CAN BE MANAGED AS A BRAND

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FINNISH PEOPLE LOVE THESE BRANDS

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THE MOST VALUED WEB BRANDS IN FINLAND 2013

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Google Yle Areena Ilmatieteen laitos HSL Reittiopas HelMet

Recommendations by friends influence the choices

Source: Taloustutkimus 2013

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GREAT BRANDS TOUCH US

Brands are about hearts and minds, feelings and emotions.

They make us feel better, different, happier, bigger, smaller, more comfortable, warmer, more confident.

Great brands stand for something that people believe in and that matters to them.

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THE WORLD’S STRONGEST BRANDS SHARE 10 ATTRIBUTES

1. The brand excels at delivering the benefits the consumers truly desire.

2. The brand stays relevant.3. The pricing strategy is based on consumer

perceptions of value.4. The brand is properly positioned.5. The brand is consistent.6. The brand portfolio and hierarchy make sense.

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…CONTINUED

7. The brand makes use of and coordinates a full repertoire of marketing activities to build equity.

8. The brand managers understand what the brand means to consumers.

9. The brand is given proper, sustained support.10. The company monitors sources of brand

equity.

(Interbrand)

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SOME BRAND DEFINITIONS

Products are made in the factory, but brands are built in the mind.

Brand is not just a product but a relationship with the customer.

A brand is a promise. A brand is the sum of all intangible and tangible

elements. The intangible elements connect products with people.

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BRAND IDENTITY

A unique set of brand associations that the management intends to create or maintain.

These associations represent what the brand stands for and imply a promise to customers from the organization members.

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BRAND IMAGE

A unique set of associations in the minds of customers concerning what a brand stands for and the implied promises the brand makes.

A set of beliefs held about the brand.

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CREATING A BRAND STRATEGY

www.marketingmo.com/strategic-planning/brand-strategy

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BRAND IDENTITY AND BRAND IMAGE

Brand models Aaker (Brand identity) Gad (Four dimensions) Knapp (Brand mindset) Kunde (Brand religion) Kapferer Ind (Internal branding) Keller

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BRAND IDENTITY

Value proposition Functional benefits Emotional benefits Self-expressive benefits

Credibility Relationship

Source: David A. Aaker

Thomas Gad: 4-D Branding

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Copyright Tuula Kauhanen May 2009

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BRAND GUIDELINES / GROUP TASK

Compare the brand guidelines/manuals: Who? Target group? Why? Purpose? What? Content?

Present your favourite one: Who? Why? What? What do you like? What would you change?

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BRAND MIND SPACE (BY THOMAS GAD) The functional dimension concerns the

perception of benefit of the product or service associated with the brand.

The social dimension concerns the ability to create identification with a group.

The spiritual dimension is the perception of global or local responsibility.

The mental dimension is the ability to support the individual mentally.

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BRAND MIND SPACE OF YOUR FAVOURITE BRAND? Functional dimension

Social dimension

Spiritual dimension

Mental dimension

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BRAND IDENTITY

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BRAND IDENTITY

Brand as a product Brand as an organisation Brand as a person Brand as a symbol

Source: David A. Aaker

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Projection: If ______ Became a Person, what would they be like?

Brand 1 Brand 2 Brand 3

x x x

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Projection: If ______ Became a Person, what would they be like?

Brand 1 Brand 2 Brand 3

x x x

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Projection: If ______ Became a Person, what would they be like?

Lumia iPhone SamsungGalaxy

Hipster Colorful Addicted to

adventures Stubborn Cheater Unbreakable Disorder

Elegant Creative Popular Trendy Arrogant Young Witty Full of themselves Old technology

Trendsetter Big Trustful Sturdy Friendly Multitasking Fast Slow High quality

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Results from ten years ago

Nokia

Y

Motorola

O

Sony

W

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Results from ten years ago

Nokia

Young male Sharp suit, no tie Easy going, well

rounded Entrepreneurial Trendy, Stylish Plugged-in Playful Open-minded

Motorola

Older male, gray hair Gray suit Successful Conservative, uptight,

serious Engineer type “A bit of a bore” Not socially skilled Techno-speak

Sony

Wealthy Male Established but cool Celebrity executive Stylish, slick-but he’s

got the goods Risk-taker Aggressive Arrogant (non-Asia) Good at everything

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BRAND CO-CREATION (© 2009 Matti Helelä)

Think about co-creating the brand With stakeholders hand in hand Redefining the organization's mission Based on a new realistic vision

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CO-CREATE THE BRAND WITH YOUR FANS(© 2009 Matti Helelä)

Target audience activationIs the main considerationInspire the fans to live the brandCreating it with you hand in hand The brand is created in the customer’s mindBusiness is the right kindWhen you live the brand in everyday lifeAnd the brand is truthful in the customer’s eyes

Visit Finland as the Challenger Brand of Travel Marketing

Jaakko LehtonenDirector General, Finnish Tourist Board

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CoolCreative Contrasting Credible

Technologically,

academically and culturally

attractive; architecture and

design; with a touch of

creative madness

Nice, happening,

trendy, and refreshingly crisp .Seasons, east/west,

cold/warm, midnight

sun/winter darkness,

sauna/ice swimming .

Efficient

infrastructure,

services, safety and

security, and

technology.

THE FOUR CS

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SAMPLES OF PROMOTIONAL CAMPAIGNS

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FINLAND36

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BRAND POSITIONING – THREE CORNERSTONES

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THREE APPEARANCES OF THE BRAND

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ALL THE TOUCH POINTS

The brand should speak the same languageand keep the brand promise.

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BRAND COMMUNICATION

Planned communication Advertising, sales promotion, PR, personal selling,

direct marketing, social media Product communication Service communication

Unplanned communication

Remember the five senses!

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VISUAL IDENTITY

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VISUAL IDENTITY

www.finnair.fi

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BRAND STRATEGY

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COBRANDING

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COBRANDING

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BRAND STRATEGY

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THE MOST POWERFUL IMPACT IS MADE BY PEOPLE

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SOURCES

Brands Aaker, David 1996. Building Strong Brands. New York: Free Press. Aaker, David and Joachimsthaler, Erich 2000. Brand Leadership. New

York: The Free Press. Andrew, David 1998. Brand Revitalisation and Extension. In Hart,

Susannah, and Murphy, John (eds.) 1998. Brands, the New Wealth Creators. Houndmills: MacMillan Press Ltd.

Gad, Thomas 2001. 4-D Branding. Cracking the corporate code of the network economy. London: Financial Times. Prentice Hall.

Ind, Nicholas 2004. Living the brand. Kogan Page. Kapferer, Jean-Noël 2004. The new brand management. Kogan Page. Knapp, Duane E. 2000. The Brand Mindset. New York: McGraw-Hill. Kotler, Philip and Pfoertsch, Waldemar 2006. B2B Brand Management.

Springer Berlin Heidelberg.

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Kotler, Philip and Pfoertsch, Waldemar 2006. B2B Brand Management. Springer Berlin Heidelberg.

Kotler, Philip and Pfoertsch, Waldemar 2007. Being known or being one of many: the need for brand management for business-to-business companies. Journal of Business & Industrial marketing 22/6.

Kunde, Jesper 2002. Unique now…or never. Prentice Hall.

Interbrand 2010. www.brandchannel.com. Interbrand 2010. www.interbrand.com.

Helelä, Matti 2010. Senior Lecturer. Haaga-Helia University of Applied Sciences.

Kalela, Suvi 2010. Senior Lecturer. Haaga-Helia University of Applied Sciences.

Kauhanen, Tuula 2009. Senior Lecturer. Haaga-Helia University of Applied Sciences.

SOURCES

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THANK YOU

Gracias Danke Kiitos