Branding

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Branding
Presented byKHALED HAMID Assistant
Professor School of Arts Virginia Commonwealth
University mhamid_at_vcu.edu
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What is a Brand?
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• A brand is an identifying symbol, words or mark
  that distinguishes a product from its
  competitors.

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A brand is not..
A logo
An identity
A product
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Product Brand

• Factory focus Consumer
  focus
• Can be copied Is unique
• Easily outdated Long
  lifespan
• Commodity price Premium
  price
• Functional value Emotional

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A brand is
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• Brand Consumer Expectation
• It is not what you say it is it is what they say
  it is.

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• The brand is something that lives in our minds.
• It is a mental picture
• An image that we save just as we save a file on
  a HD
• What makes it worth saving is the idea it stands
  for

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Why brands matter

• In a world of unlimited choice, brands will
  matter more than ever.
• Michael Eisner, Walt Disney Company

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Why brands matter

• A brand defines the relationship our customers
  have with us
• A brand is a PROMISE we make to our customersand
  to ourselves
• A brand is shaped by each experience customers
  have with us

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Why brands matter

• Functionally, a brand is a competitive
  differentiator that does three things
• Helps you gain market share at prevailing prices
• Helps you maintain market share at a premium
  price
• Helps you claim a premium price for your products
  and your stock

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Why brands matter

• Brands provide useful context for consumers
• They save time
• They project the right image
• They provide an identity

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Why brands matter

• From an internal perspective, good brands also
  serve three useful purposes
• The best people want to work for companies with
  strong brands
• Strong brands help employees focus and make
  decisions
• Strong brands, well-communicated, motivate
  employees

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Why brands matter

• The Bottom Line
• A brand is a companys single most valuable
  financial asset

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2005 TOP BRAND VALUES
3 53 Billion
2 60 Billion
1 68 Billion
6 26 Billion
5 36 Billion
7 26 Billion
4 47 Billion
10 21 Billion
9 25 Billion
8 26 Billion
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7 Rules to Building Successful Brands
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7 Rules for Building Successful Brands
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Rule
Build the brand around your customers

• Strong brands are centered around the customer,
  not the product or the company
• Customer-centered brands are built to meet what a
  customer needs.
• Successful companies identify customer needs and
  motivationsoften before the customers do

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• Migrated from Big Iron to PCs to Software to
  Services and now to e-Business on demand
• Maintained position as a safe choice for tough
  technology problems
• And no ones ever been fired for buying from them

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Rule
7 Rules for Building Successful Brands
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Build your brand inside-out
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• Everyone in the company needs to know what the
  brand stands forand why
• Ritz Carlton Hotels Ladies and gentlemen
  serving ladies and gentlemen

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• BRANDS EXPERIENCESCULTURE

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Rule
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7 Rules for Building Successful Brands
Be significantly different. Not a little bit
better

• The most important part of developing a
  brand--and the most difficult--is coming up with
  the right positioning and messaging

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Significantly different, not a little bit better

• Makes computers for non-conformists
• Brand is about relentless innovation
• Expresses its brand this way Think different

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DIFFERENTIATE
Just Screw It.
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• DIFFERENTISTION doesnt mean just a different a
  feature or benefit ..as these are obsolete and
  easy to copy but rather the PROMISE which needs
  to be different from what others deliver.
  Brands are set apart by communicating and
  delivering a different promise.

A BRAND is a PROMISE
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• The brand must be differentiated in a way that
  is
• Relevant
• Meaningful
• Believable
• Defensible
• Simple
• And can evolve with the company and its
  audiences
• This often becomes the base upon which your
  entire company can be built

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RELEVANCE
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Keep it Simple

• HBO

Keep it relevant Simple
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A meaningful difference Provide what you cant
find on a any TV ChannelAn easy to understand
concept relevant to TV watchers who know they
cans watch such shows as the sopranos on
regular TV and easily communicated as well
Its not TV, Its HBO An idea that needs no
further explanation
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7 Rules for Building Successful Brands
Rule
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Great brands deliver against the promise

• Great brands have such a clear, consistent and
  focused promise, its much easier for them to
  deliver against this promise.

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CONSISTENCY
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7 Rules for Building Successful Brands
Rule
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Focus! Focus! Focus!

• The most important aspect of a brand is its
  single-mindedness
• Branding is a discipline--to a great extent, its
  about deciding what NOT to do
• Key question Is it brand extension or brand
  dilution?

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7 Rules for Building Successful Brands
Rule
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Bake your own pie

• The ideal brand will move you beyond market
  share and into market creation
• Dont be the next Yahoo!, be the first something
  else
• Strong, focused, customer-centered brands can
  define your companyand your category

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7 Rules for Building Successful Brands
Rule
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Keep the brand promise sacred

• Brands
• are largely about TRUST

BRANDING is a RELATIONSHIP
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Breaking the Brand Promise

• This is not your fathers Oldsmobile
• 
  Simultaneously reinforced old
  position and
  alienated loyal
  customers
• Line
  phased out in 2003

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PRODUCTS VERSUS SERVICES
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• The difference between products and services is
  that customers are actively engaged in
  experiencing a service but they acquire and use a
  product.
• You experience a restaurant or a store but you
  take home a cookie and consume it.
  It does not provide a service

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• Is this always true?

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So how could

a service
provider
(e.g.
Retailer)
DIFFERENTIATE
?
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• By attaching unique associations to the quality
  of their service, their product assortment and
  merchandising, pricing and credit policy, etc.
• In-store environment, e.g., color, music, and
  crowding, can influence consumers perceptions of
  a stores atmosphere, whether or not they visit a
  store, how much time they spend in it, and how
  much money they spend there
• Atmosphere can affect consumers perceptions of
  the economic and psychological costs of shopping
  in a store and find that pleasing physical design
  lowers both economic and psychological costs
  while music lowers the latter.

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CUSTOMER SERVICE

• No matter how memorable the
• name is, how beautiful the
• name, how much they like the
• advertising or price. If customers have a
  negative experience that is what they
• will remember.
• Customer service can make or break the brand.
• It is how a service provider could
• really DIFFERENTIATE

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Great Brands Create Compelling Word-of-Mouth
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Lets REMEMBER
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A brand is a set of mental associations that
reside in peoples heads. We keep them in
mental images or files. For consumers to find
these associations worth saving they must be
based on an idea that is different and relevant
to them and simple to grasp
to Summarize
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Thank You