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To Brand or Not to Brand?
Concepts and Rules for Building the Killer BrandModule 4
Some Important Concepts…• Brand Name: The part of a brand that can be
spoken including letters, words and numbers.• Brand Mark: The elements of a brand that cannot
be spoken• Brand Equity: The value of company and brands
names.• Master Brand: A brand so dominant that it comes
to mind immediately when a product category, use, attributes or benefit is mentioned.
A look at Master BrandsA look at Master Brands
Baking Soda Adhesive Bandages
Rum
Gelatin
Soup
Cream Cheese
Crayons
Petroleum Jelly
Arm & Hammer Band-Aid
Bacardi
Jell-O
Campbell’s
Philadelphia
Crayola
Vaseline
Brand Mark
Logo/Name
So what is it exactly…• Attributes, benefits, values, culture,
personality and user• Research techniques: word
associations, personifying the brand, laddering up the brand essence
Benefits of Branding• Branding distinguishes products from
competition• Product Identification• Aids in repeat sales• Aids in new product sales• Aids in attracting loyal customers and
segments• It is the image, baby!
What is Brand Equity??A set of assets andA set of assets and
liabilities linked to a brand’s nameliabilities linked to a brand’s nameand symbol that add or subtractand symbol that add or subtract
from the value provided by afrom the value provided by aproduct or service to a firm and/ orproduct or service to a firm and/ or
that firm’s customers.that firm’s customers. Aaker, David A. (1991), Aaker, David A. (1991), Managing Brand Equity: Capitalizing on Managing Brand Equity: Capitalizing on
the Value of a Brand Name, the Value of a Brand Name, The Free Press, New YorkThe Free Press, New York
BrandBrandEquityEquity
Awareness
Competitive
Advantage
Associations
Perceived
Quality
Loyalty
For more see:Aaker, David A. (1995), Strategic Market Management,4th ed., Wiley, NY
The World’s 10 Most Valuable Brands – Interbrand 8/5/02
Rank Brand Value (billions)1 Coca Cola $69.62 Microsoft $64.13 IBM $51.24 GE $41.35 Intel $30.96 Nokia $307 Disney $29.38 McDonald’s $26.49 Marlboro $24.210 Mercedes $21
Benefits of Brand Equity• Leverage when bargaining with distributors
and retailers• Charge higher price for product• Launch extensions• Some defense against price wars• Brand valuation
Faithful or Fickle?A look at brand loyalty
• Cigarettes 71%• Mayonnaise 65%• Toothpaste 61%• Coffee 58%• Athletic shoes 27%• Canned veggies 25%• Garbage bags 23%
Branding Decisions
• Brand or not to brand?• Brand sponsor decision• Brand name decision• Brand strategy decision• Brand repositioning decision
Branding StrategiesBranding StrategiesBrand No Brand
Manufacturer’s Brand Private Brand
IndividualBrand
Family Brand
Combi-nation
IndividualBrand
Family Brand
Combi-nation
Brand Strategy Brand Strategy DecisionsDecisions
• Line extensions – existing brand to new sizes, forms, flavors etc.
• Brand extensions – brand names extended to new product categories
• Multibrands – flanker brands
• Cobranding – combination of two or more brands
• New brands
Three Questions to Ask
• Krispy Kreme • Starbucks
So How do You Do This??Some tips from “Brand Warfare: 10 Rules for Building the Killer Brand” by David D’Alessandro
R1: It’s The Brand, Stupid• Brand arrogance was once
commonplace– Brands that were once invincible are shadows of
their former selves (ABC, CBS, NBC)
• The consumer revolution– Consumer attitudes changed – don’t trust “big”– Cheaper to enter business and create brands
(amazon - $300,000)– Information access for consumers
• When the consumer rules, arrogance kills– The power of choice & importance of
differentiation
R2: Co dependency can be Beautiful…
• People pay attention to brands – they need them
• Brands save time– Think OTC drugs
• Brands project the right image– “No one can fault you for buying an IBM”
• Brands provide an identity– Brand communities (Harley; Ebay); comfort
levels
R3: A Great Brand Message is Like a Bucking Bronco – once you are on,
don’t let go…• Brand New? Who is it going to be. Brand
Old? What is it and where should it go. Which is easier??
• Its not the idea that rules, it’s the execution• Brand message has to speak to consumers• Keep it relevant and consistent
R4: If you want Great advertising, be prepared to fight
for it• Beware of flatterers • It is not necessarily good advertising that the
client is after• Be memorable• Don’t change the advertising because you
are bored with it.
R5: When it comes to sponsorships, there is a sucker
born every 30 seconds• Get in for the right reasons• Understand the players
– The event organizer, TV Networks, the athletes and their entourages
• Look for a balance of power
R6: Don’t Confuse Sponsorship with a Spectator
Sport• Use the sponsorship every day in every
way• Set the right expectations• Make sure you achieve something
measurable and real
R7: Do not allow scandal to destroy in 30 days a brand that
took 100 years to build• Brand is destiny• Do not allow your enemies to define you• Do not stall. Do not allow the lawyers to
stall.• You can run – but you cannot hide