Session 18 3R v Model

7/31/2019 Session 18 3R v Model

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3R+V Model in effective Branding on International Arena

Module: Branding and Retailing in changing Economic Environment

Session 19: 3R+ V Model in effective Branding on International Arena

Everyone has heard of the 3 Rs of education: Reading, wRiting, and aRithmetic, but have you heard of

the 3 Rs of branding? They are Recognition, Reputation and Reaction.

Recognition: We want our products to be recognized. We want the hard work that goes into packaging our

products and services, the money we spend on advertising, and all the planning we do in marketing, to

benefit our brand, not the competitions. This is why logos are important. This is why we craft tag lines and

slogans. This is why Coke is so fussy about the exact shade and hue of red in their packaging. This is why

McDonalds is so aggressive about controlling the use of Mc____ wherever it can.

Reputation: In the end your branding is a suggestion that your company makes about its relevance and

meaning, and it is your customers, prospects and partners who get to decide what your brand truly means

to them. You can be well recognized, but if your reputation is bad the recognition can hurt you. On the

other hand, if your product is undistinguished from your competition, a well-recognized brand alone maynot be helping you as much as you think. How often have you sneezed, asked for a Kleenex, and been

handed a Puff? Did you notice the difference? Did you care? Recognition is naturally associated with

reputation, but the reputation is strongest when it encompasses a unique value or serves the needs of a

particular niche.

Reaction: This is where the money is made, or lost. You want your brand to provoke a positive reaction, to

get people to choose your product over the competitions. You want a reaction so positive and strong that

it can beat a sale price on a similar item or have a customer choose your service over another solution. But

a negative reaction can be brutal. Whether you are being ignored on the shelf, or actively boycotted, a

negative reaction cycle can be ruinous to your business.So how do you tune your branding to get the reaction you want? Well the magic wont happen if the

recognition and reputation arent right. You have to take Recognition beyond merely locating yourself in

an industry or slapping a logo on your business card. You have to approach Reputation in a mindful way

dont just let it happen, participate! Align your values with the expectation you set for your brand. Know

the boundaries of your message and the expectations you are setting with your brand promises. Be

prepared to walk your talk and fix it when you stumble. You are in the business of developing and

maintaining trust.

Here a few more Rs for you: Repetition, Reinforcement and Rigor: Consistent and attentive behavior,

clearly communicated value, and a track record of disciplined delivery will support the 3 Rs of Branding

and will get you seeing the Reactions the matter!

Source: http://davidscohen.wordpress.com/2008/02/25/the-3-rs-of-branding/

Prepared by Prof. Mohd Nazeer Ahmed, Faculty Member WLC College India, Hyderabad Page 1


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Business definition for Brand value: Brand value is the amount that a brand is worth in terms of income,

potential income, reputation, prestige and market value. Brands with a high value are regarded as

considerable assets to a company; so that when a company is sold a brand with a high value may be worth

more than any other consideration.

Consumers love brands because they offer an extra valuethat is, one in addition to the core product orservice. That value becomes the major motivation for consumers to buy or use the product.

How precisely is this value being added and incorporated into the brand? Advertising professionals say it is

advertising. Consumers love the advertisementso theyll love the brand.

Brands are not human-like and they do not have a life of their own outside the consumers mind. They are

instruments, simply means to achieve ends. Emotions cannot be glued to them. They arouse emotions

when they are perceived as a source of something beneficial. The positive emotions are direct outcomes

of these anticipations. Their various symbolizations (name, logo, font, emblem and so on) have little

impact on their own; their importance is mainly as identifiers of sources of already attributed and

anticipated benefits.

The act ofbranding has 10 different meanings, which translate into 10 different ways to create

instrumentality or usefulness beyond the tangible benefits of a product/service:

1. Creating a Conceived Linkage to a Tangible Benefit

Creating a conceived linkage between the brand name and other identifiers and a tangible benefit (a result

in the physical world or an experience). That benefit is provided by the product itself or any component of

the marketing mix.

2. Forming a Mental Context

A concept or an organizing principle that allows the consumer to connect unrelated facts by guiding intent

or by some other common factor. In these cases, the main benefit of the brand to its customers originates

in the mental context.

3. Directing an Experience

The branding here is the creation of an expectation that allows an experience richer than what theproduct alone can offer.

4. Creating a Means of Self-Presentation

http://www.brandxpress.net/category/logo/http://www.brandxpress.net/category/logo/http://www.brandxpress.net/category/branding/http://www.brandxpress.net/category/branding/http://www.brandxpress.net/category/branding/http://www.brandxpress.net/category/branding/http://www.brandxpress.net/category/logo/


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Branding creates a symbol with a meaning that is well known to everybody in a relevant group. It enables

the consumer to characterize himself and is used by him for inner communication, for interpersonal

communication and for public communication.

5. Creating a Means to Deliver a Message

The branding role in this approach is to create a symbol of another kind, its meaning widely known as well.

That kind of symbol enables the consumer to make a very specific statement and/or express a very

specific emotion.

6. Building a Social/Cultural Authority

The next branding approach is the creation of an authority that the consumers can use as a guide. That

guide helps them to understand whats happening around them and informs them which behavioral waysare normative, what will make them happier and so on.

7. Creating a Long Hand

The branding creates means for the consumer and empowering him or her to act for noble objectives and

high purposes that she cant achieve by herself.

8. Creating an Alter Ego

The brand is a way for the consumer to behave (at least on a fantasy level) in a manner he would like to

but doesnt dare, or isnt willing to pay the price for.

9. Building an Emotional Gym

Opting for our civilized and protected lifestyle, we compromise a lot of our possibilities as humans. We go

to the gym to prevent the degeneration of our bodies, which because of our lifestyles dont get to face the

challenges they are otherwise capable of confronting. Similarly, we watch movies to exercise emotional

skills that arent legitimate or acceptable in our lifestyles.

10. Facilitating Fantasies



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This branding approach helps the consumer to fantasize an alternative reality. Consumers fantasize about

irresistible sex appeal, omnipotence and dominance, importance, success, so on.

BEST GLOBAL BRANDSYear 2009 rankings

2009 Rank

2008 Rank

Brand

Country of Origin

Sector

2009 Brand Value ($m)

Change in Brand Value

1

1

United States

Beverages

68,734

3%

22

United StatesComputer Services60,2112%

33

http://www.interbrand.com/best_global_brands.aspx?year=2009&type=desc&col=1&langid=1000http://www.interbrand.com/best_global_brands.aspx?year=2009&type=asc&col=2&langid=1000http://www.interbrand.com/best_global_brands.aspx?year=2009&type=asc&col=3&langid=1000http://www.interbrand.com/best_global_brands.aspx?year=2009&type=asc&col=4&langid=1000http://www.interbrand.com/best_global_brands.aspx?year=2009&type=asc&col=5&langid=1000http://www.interbrand.com/best_global_brands.aspx?year=2009&type=desc&col=6&langid=1000http://www.interbrand.com/best_global_brands.aspx?year=2009&type=asc&col=7&langid=1000http://www.interbrand.com/best_global_brands.aspx?year=2009&type=desc&col=1&langid=1000http://www.interbrand.com/best_global_brands.aspx?year=2009&type=asc&col=2&langid=1000http://www.interbrand.com/best_global_brands.aspx?year=2009&type=asc&col=3&langid=1000http://www.interbrand.com/best_global_brands.aspx?year=2009&type=asc&col=4&langid=1000http://www.interbrand.com/best_global_brands.aspx?year=2009&type=asc&col=5&langid=1000http://www.interbrand.com/best_global_brands.aspx?year=2009&type=desc&col=6&langid=1000http://www.interbrand.com/best_global_brands.aspx?year=2009&type=asc&col=7&langid=1000


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United StatesComputer Software56,647-4%

44

United StatesDiversified47,777

-10%

55

FinlandConsumer Electronics34,864

-3%

68

United StatesRestaurants32,2754%

710



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United StatesInternet Services31,98025%

86

JapanAutomotive31,330

-8%

97

United StatesComputer Hardware30,636

-2%

109

United StatesMedia28,447-3%

1112



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United StatesComputer Hardware24,0962%

1211

GermanyAutomotive23,867

-7%

1314

United StatesPersonal Care22,841

4%

1417

United StatesComputer Services22,0303%

1513



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GermanyAutomotive21,671-7%

1616

FranceLuxury21,120

-2%

1718

United StatesTobacco19,010

-11%

1820

JapanAutomotive17,803-7%

1921



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Republic of KoreaConsumer Electronics17,518-1%

2024


12%

2122

SwedenApparel15,375

11%

2215

United StatesFinancial Services14,971-32%

2326



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United StatesBeverages13,7063%

2423

United StatesComputer Software13,699

-1%

2528

SwitzerlandBeverages13,317

2%

2629

United StatesSporting Goods13,1794%

2731

Prepared by Prof. Mohd Nazeer Ahmed, Faculty Member WLC College India, HyderabadPage 10


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GermanyComputer Software12,106-1%

2835

SwedenHome Furnishings12,004

10%

2925

JapanConsumer Electronics11,953

-12%

3033

United StatesAlcohol11,8333%

3130



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United StatesTransportation11,594-8%

3227

United KingdomFinancial Services10,510

-20%

3336

JapanComputer Hardware10,441

-4%

3439

United StatesFood10,4287%

3532



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United StatesComputer Hardware10,291-12%

3619

United StatesFinancial Services10,254

-49%

3737


-11%

3838


3940



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JapanConsumer Electronics9,2105%

4044

CanadaMedia8,434

1%

4145

ItalyLuxury8,182

-1%

4243

NetherlandsDiversified8,121-2%

4358



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United StatesInternet Services7,85822%

4451

FrancePersonal Care7,748

3%

4547

United StatesComputer Services7,710

-3%

4646

United StatesInternet Services7,350-8%

4748



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GermanyDiversified7,308-8%

4856

United StatesFood7,244

9%

4949

United StatesAutomotive7,005

-11%

5062

SpainApparel6,78914%

5161



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United StatesFood6,73110%

5257


2%

5355

FranceFinancial Services6,525

-7%

5452

United StatesMedia6,523-9%

5553



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5659


1%

5742


-26%

5863

SwitzerlandFood6,31913%

5960



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FranceLuxury6,040-5%

6066

FranceFood5,960

10%

6164

United StatesRestaurants5,722

3%

6270

GermanySporting Goods5,3976%

6373



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CanadaConsumer Electronics5,1387%

6465

United StatesInternet Services5,111

-7%

6567

GermanyAutomotive5,010

-7%

6668

United StatesDiversified5,004-5%

6769



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United StatesPersonal Care4,917-7%

6871

SwitzerlandLuxury4,609

-7%

6972

Republic of KoreaAutomotive4,604

-5%

7076

FranceLuxury4,5981%

7174



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United StatesPersonal Care4,404-5%

7241

SwitzerlandFinancial Services4,370

-50%

7350

United StatesAutomotive4,337

-43%

7475


7578



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JapanConsumer Electronics4,225-1%

7680

United StatesLuxury4,000

-5%

7779

SwitzerlandLuxury3,968

-6%

7877

United StatesApparel3,922-10%

7981



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United StatesRestaurants3,876-5%

8092


7%

8182

GermanyFinancial Services3,831

-5%

8283

FranceAlcohol3,754-5%

8384



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United KingdomEnergy3,716-5%

8489

United KingdomAlcohol3,698

3%

8588

United StatesConsumer Electronics3,563

-3%

8698

GermanyPersonal Care3,5575%

8791



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ItalyLuxury3,530-2%

8893

ItalyAutomotive3,527

0%

8994

ItalyLuxury3,303

-6%

9085

United StatesRestaurants3,263-16%

91New



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FranceFMCG3,235New

9297

NetherlandsEnergy3,228

-7%

93New

United StatesRestaurants3,223

New*

94100


95New



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United StatesComputer Software3,161New

9690

JapanAutomotive3,158

-12%

97New

GermanySporting Goods3,154

New

98New

United KingdomLuxury3,095New*

99New



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United StatesLuxury3,094New*

100New

United StatesFMCG3,081

New

*indicates brands that did not appear in the previous year's top 100 ranking

Source: http://www.interbrand.com/best_global_brands.aspx?year=2009&langid=1000#

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Session 18 3R v Model