Title: Branding, Packaging, etc'
1Branding, Packaging, etc.
- Jim Barnes
- Chapter 9 Lederer Hill
- Bendapudi Bendapudi
- B8106 - October 29, 2007
2Brands and Branding
- Brand The essence of a company.
- An intangible, perceptual concept that resides in
the minds of the consumer. - The meaning a brand acquires over time is the
result of performance and presentation, and is
related to reputation and image. - Brand Equity is the value that a brand adds to a
product or service customers do pay more for
recognized brands
3Brands and Branding
- Brand mark the part of the brand that appears
in the form of a symbol, design, or distinctive
colouring or lettering. - Trademark legally protected brand because it
has been used for some time by one company or
organization. - Many major brands are owned by large companies ?
national brands or producer brands. - Large retailers often have their own brands ?
private labels. - Some retailer brands become popular enough to
achieve national brand status. - Many consumers place as much trust in them as
they do in national brands
4The Brand Pyramid
5Brands are not products. A brand is the
personality that animates a product, that brings
it to life in a thousand ways for the
customer.W. Barger Tygart, Former CEO, J. C.
Penney
6Today, you have a name. It will take some time
before you have a brand.Richard Mitchele,
Account Executive, Bristol Group
7The word brand is everywhere, to the point
where Disney chairman Michael Eisner calls the
term overused, sterile and unimaginative.The
Economist, 6 September 2001
8A brand is more than corporate identification or
the name of the firm. Its not what we sell
its who we are, what we stand for, and what we
mean to peopleJim Barnes, 2001
9The Brand is Everything
- Everything you ARE affects the brand
- Everything you DO affects the brand
10(No Transcript)
11The Brand Journey
Brand Personality
Brand Meaning
Brand Equity
Brand Relationship
Brand Awareness
12Brand Equity
- the sum total of the value of the collective
brand relationships
13Can you have a relationship with?
- Molson
- Heinz
- Loblaws
- Chanel
- Aliant
- Starbucks
- Oprah
- Fairmont
- Winners
- Honda
- Wal-Mart
- Nike
14The brand has functional and emotional components
or characteristics. Think about what it can do,
but also about how it makes the customer feel.
15The Risks of Changing a Name
- challenge is to salvage the brand equity
- demands a strategy to migrate the accumulated
emotional equity to the new brand - its more than a relaunch to reposition a
Novartis, an Accenture, or The Source
16(Customers) are involved in relationships with a
collectivity of brands so as to benefit from the
meanings they add into their lives.Susan
Fournier, Harvard Business School
17Meaning in Brands
- customers understand what brands mean to them,
what role they play in their lives - some may mean little or nothing to some segments
of customers - to be successful, they have to be relevant and
meaningful to certain segments - they add meaning, help define the self
18Meaning in Brands
- we have shared experiences, history, memories and
values - we associate it with positive events
- it represents what we believe in
- we have a certain comfort level with it
- it represents an important part of our lives
- it feels just right for us
19What does a brand mean?
- what does it represent or stand for? how
pertinent is it? - what position does it occupy in customers lives?
is it central? - how would they talk about it?
20Brand Relationship
- in some cases its direct, as in the case of
FMCG we interact with the product - in other cases its more complex the product is
a service and we interact with employees and
increasingly with technology - direct brand relationships need to be able to
reach around to touch the customer
21Why Is It a Relationship?
- Its grounded in trust and reliability. Its
admired and respected. Customers know they can
count on it, rely on it. It becomes part of
their lives. - You cant go wrong with _____.
22Effective Brand Strategy
- without emotion, its just a name
- differentiate offer what others do not behave
differently - be relevant and meaningful offer value
- communicate effectively consistently send the
right messages - constantly deliver on the promise live up to
their expectations and your billing
23Reaping the Rewards
- A solid brand relationship enables me to
sell-through a higher percentage of inventory at
full price.
24The Notion of FIT
- Implications for sponsorships, partnerships,
endorsements, spokespersons, etc.
25Think of what we do...
- Is it RIGHT for the brand?
- Is it what our customers expect of us?
- Is this how we should behave?
- Need a set of BRAND FILTERS
26Why cant we be more like____?
- They stand for something values
- Theres a culture/feel to the brand
- Theres a clear and shared vision of what they
stand for - They are responsible and professional
- They are fun places to work
- There is pride in the company and brand
- They create experiences deliver solutions
27A Great Brand
- Exists and is defined in the minds of its
customers to whom it means something special - Understands its customers and its role in their
lives and is a great listener - Behaves differently and occupies a special place
helps them accomplish things - Is owned by each employee who lives the brand
every day and acts as its custodian
28Packaging
- All of the activities involved in designing and
producing the container or wrapper for a physical
product. - Services are also packaged.
29Packaging
- Why?
- Safety/utilitarian purpose
- Promotion
- Differentiation ? increase in sales and profits
30Packaging Strategies
- Change the package
- Package the product line
- Reuse packaging
- Multiple packaging
31Packaging of Services
- Bundling
- Promotion tangibilize
32Labeling
- The function of the label is to communicate ?
image and functional information. - Types of labeling
- Brand labels present the brand.
- Grade labels communicate quality levels.
- Descriptive labels provide information.
33Labeling
- There is often an issue over how much information
the label should carry to protect the consumer. - Much labeling legislation in Canada.
- Growing use of eco-labeling.
34Other Image-Building Features
- Product design and colour are often used to
distinguish products from competing offerings. - Quality levels are important for products and
services to ensure customer satisfaction. - Companies offer warranties on their products, and
increasingly on services, to set themselves
apart. - Post-purchase service is a major
satisfaction-building tool.