Brand Equity Communicative Competitive Scope

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PART III

• Brand Equity Communicative Competitive Scope

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THE BRAND EQUITY COMMUNICATIVE SCOPE

• 1) Shortfalls of Traditional Brand Positionning
• 2) Lessons from semiotics
• 3) The Brand Identity Concept revisited
• 4) Evaluate Brands communicative indicators
  strength

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1) Shortfalls of Traditional  positionning 
FOR WHOM ?
WHICH PROMISE And WHY ?
NAMED PRODUCT SERVICE
AGAINST WHO ?
TO DO WHAT ? (BENEFIT)
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"Structure of Brand speech implied by
 positionning  statement U.S.P

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?
Who is responsible for defining how the Brand
will talk ?
The advertising agency creative man and his art
director !
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2) Lessons from semiotics (Semiotic) Definition
of the Brand

• A brand is the assembly of all the speeches made
  on it by all the subjects involved in generating
  it.

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GLOBAL DISCURSIVE IDENTITY OF THE BRAND
THE BRAND CONVEYS SENSE (Semprini) IT HAS 4
MAJOR DIMENSIONS - SEMIOTIC (meanings) -
RELATIONSHIP (emotions) - INTERSUBJECTIVITY
(system) - CONTRACT(engagement)
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Implications

• Brands have the CAPACITY to CREATE WORLDS
• Brands have the CAPACITY to attribute MEANINGS to
  Products and Services

• Brands CAN BUILD RELATIONS
• Its the BRAND SYSTEM that is at work
• Brands CONTRACT OUT they are committed

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Major componants of a Brand discourse

• nature of living with time space
• type of actor
• type of relationship
• nature of passions

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THE BRAND SPEECH PYRAMID
. Rarely change
Values
Always recognizable Territory of expression
style of discourse Brand roles
Brand Role Mission
Takes environment brand reality into
consideration Is  re-created  constantly
Brand Offer Scenarii
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The Brand Value Pyramid
Meaningfulness
Beliefs Values Addressed to
Functional Emotional Benefits Provided
Features, Processes and Attributes To be
shown/desmontrated
Easiness to Copy communicate
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Major types of values (meanings) consumers
search when choosing among brands
Reliability Functionality Perceived quality
Affective experience Emotional arousal Self-Identi
ty
Existential valorisation
Practical valorisation
Critical valorisation
Ludic valorisation
Value for money Benefit/cost perception
Refinement Play
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Analyse levels of language of your brand and its
discourse

• Stories/words
• Scenario ?
• Values beliefs
• Rôle(s)/mission of the brand
• Functional Emotional benefits
• Demonstrated Features/processes/attributes

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4 faces of consumers
The functionalist
The sentimentalist
Practical value seeker
Existential value seeker
Critical value seeker
Ludic value seeker
The pragmatist
The Hedonist
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The Brands Market
Goods supply
Discourse supply
Communication Markets
Production markets
Consumers Markets
Receptive Publics demand
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4 major types of Brands
Missionary Brands
Euphoric Brands
The sentimentalist
The hedonist
The Prag- matist
Informative Brands
The functionnalist
Project Brands
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Type of Brand
Euphoric
Sentimentalist
Pragmatist
Hedonist
Functionalist
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TYPES DE MARQUES
SENTIMENTALISTE
HEDONISTE
FONCTIONNALISTE
PRAGMATIQUE
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We need to take into account what the brand has
acheived,what it is

• 3) - The Brand Identity concept

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How is the Brand Identity generated ?
Brand Identity Environnement
Brand Identity Recep-tors entities
Brand Identity Produc-tion entities
Brand Identity
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Brand Identity environnement
Societal context (social, cultural, poltical,
econ) Market background Legislation Competition
Influences of Producers Receivers
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Receiving entities of Brand Identity
Individual attitudes motivations Socialcultural
Values Sociocultural sensibilities Consumption
practices Relative perception of brand
X Interpretation of produced identity Perception
of environnement
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Producing entities of Brand Identity
Culture and values of firm/brand Long and short
term objectives Communication mix Market
vision Societal vision Launch plan (new
brand) Pre-figuration of receivers
environnement
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Most typical/salient aspects of Brand  Persona 
Most typical Physical offer and salient aspects
Of Brand
Most typical/active apects of Brand Culture
Ligitimacy
Nature activenessof Relation established by
Brand
BRAND IDENTITY
Brand Non-Adepts Set of mind of Brand of Brand
Adepts
Brand Adepts set of mind of Brand of themselves
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HEXAGONE DE LIDENTITE DE MARQUE
Personnalité  -référence sur le marché de
leau -grande crédibilité -montagnes
Alpines -marque active (innovations packaging,
actions de communication diverses)
Physique  -bouteilles adaptables -couleurs
claires (rosejeunesse  bleu pureté)
Culture  -référence aux Alpes -qualité /
pureté -vivifiante (source de vie et de
jeunesse) -groupe Danone (engagement social)
Relation  -amicale -sur le long terme
(fidélisation) -implication auprès des
consommateurs
Réflexion  -qualité/haut de gamme -cible très
large -produit assez cher
Mentalisation  -qualité/haut de gamme -pureté
(Alpes) -produit de santé (bienfaits)
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Brand Identity
Personality Active, Rebellious, Cheeky,
Dynamic and Fun
Physical Coloured Green, Natural
Ingredients And Wake-up
Nature of Relationship Life Enhancing and
Achiever
CultureYouthful, Freedom and Societal Busyness
Mentalisation Busy People, Anti-Establishment,
Fashion, Status
Reflexion Distrust, Danger, Busy, Fashion And
Legalised Drug
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L HEXAGONE DE L IDENTITE DE LA MARQUE
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Brand Identity
Personality Energetic and Conservative
Physical Coloured Gold, Stamina
Nature of Relationship Life Enhancing
CultureHeritage, Freedom and Societal Busyness
Mentalisation Busy People, Fashion, Status
Reflexion Busy And Legalised Drug
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The Top 20 Ad Campaigns of the Last 20 Years
adweek
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TBWA\Paris
1 décembre 2001 France
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Persona- lity

• Sincerety down-to-earth, Honesty, wholesomness,
  Cheerfulness .
• Excitement Daring, Spirited, Imaginative,
  up-to-date .
• Competence Reliability, Intelligence,
  Successfulness .
• Sophistication Upper-class, Charming ...
• Ruggedness Outdoorsy, Tough, .
• Etc ...

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Brand Personality Scale

• Sincerity Down-to-Earth Honest Wholesome Cheer
  ful
• Excitement Daring Spirited Imaginative up-to-da
  te

• Competence (skills)
• Reliable Intelligent Successful
• Sophistication Upper Class Charming
• Ruggedness Outdoorsy Tough

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Compare Brand Identities

• Select 2 competitive Brands
• Draw their identity hexagon
• Discuss - volontary build- up or not ? -
  strong ? - attractive ? ....

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Define relative weight of elements and Brand
Identity Comparative Profiles
Brand A
Brand B
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Comparative Brand Identity Profile
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Brand Identity Comparison
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Audi Brand Hexagon
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BMW Brand Hexagon
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Audi/BMW Hexagon Comparison
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Brand Identity Hexagon
Personality
Physical
BMW Blue / White Mercedes Three-legged Star is
5th best known trademark
BMW Outgoing / Exciting Mercedes Refined /
Sophisticated, serious
BMW
Mercedes
Culture
Nature of Relation
BMW Dynamic Mercedes History, Tradition
BMW Fun Mercedes Loyal friend
Reflection
Mentalization
BMW Intriguing Mercedes Classy
BMW Powerful Mercedes Luxurious
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Brand Identity System (DA)

• Brand Identity
• Value Proposition
• Credibility
• Brand- Customer Relationship

Refer to  Some useful tools in brand
auditing  handout
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Extended Brand Identity (DA)
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Brand as product/service(s)
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Brand as an organization
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Brand as a person
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Brand as a symbol
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Brands communicative strength indicators

• Major measurable indicators that the brand is
  doing well its communi-cative job

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Brand Strength indicators

• Uniqueness of the associations and beliefs
  consumers have about the Brand
• Brand loyalty, measured by behavior and attitudes
• Awareness saliency measures
• Perceived Quality
• Image, positionning and other associa-tions with
  the Brand, level of Attachment.
• accounting/selling value of property and
  intangibles assets
• price premium potentiality

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PREFERENCE
QUALITY
IMAGE ASS.
AWARENESS
PROPERTY
LOYALTY
BRAND STRENGTH (EQUITY)
VALUE FOR THE COSTUMER
VALUE FOR THE FIRM
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What is most often referred to as Brand Equity

• Description of the associations and beliefs
  consumers have about the Brand
• Measurement of the strength of consumers
  attachment to the Brand
• Asset value of the Brand