Brand Definition

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Brand Definition
A brand is a customer experience represented by a
collection of images and ideas often, it refers
to a symbol such as a name, logo, slogan, and
design scheme Wikipedia Simply put, a
brand is a promise. By identifying and
authenticating a product or service it delivers a
pledge of satisfaction and quality. Walter
Landor A brand is a collection of perceptions in
the mind of the consumer. Building
brands REPUTATION
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Brand Value History

• First inclusion of intangible assets in 1989 by
  London Stock Exchange
• U.S. FASB (Financial Accounting Standards Board)
  now reporting value of brands (2007)
• Intangibles account for ever-increasing market
  value (60 across the FTSE increased by 10 in
  last 50 yrs)

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Value of CSR Activities

• The impact of CSR on brands is measurable and has
  grown between 2003 and 2006.
• CSR activities strengthen a companys brand more
  if the company is well known in the community, or
  if the brand is more familiar to the consumer.
• Corporate governance and diversity have a greater
  impact than environmentalism on enhancing
  perception of company management...
• BUT
• The opportunity side enhancing brand value
  through environmental actions could end up
  being even more profitable.

Holding Associates CoreBrand KLD
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Brand Risks from Climate Change
Source Brand value at Risk,The Carbon Trust
(March 2005)
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Climate Change Brands

• Carbon Trust predicted social environmental
  issues will become tipping point for consumer
  purchasing decisions between 2005 2010
• E.g. organic foods, unleaded petrol,
  dolphin-friendly tuna, CFCs
• Large increase in environmentally-related
  communications in general
• Lately focus on climate change/ carbon footprint
• E.g. car sector

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Brand Model
Proposition
Positioning
Functional benefits
Competitor analysis
Core
Personality
Emotional benefits
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Brand Pyramid
Communication Principles
Functional Benefits
Emotional Benefits
Climate Change?
Personality
Values
Core
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Integration of new values

• Value vs core vs action
• Internal vs external communications
• Employer vs product vs corporate brand?
• Communication channels
• i.e. audience, target markets, stakeholders
• Communication styles
• Language

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Roadmap
Living the Brand 2006
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Ikea

• We know we have a negative impact and now want
  to set actions to counteract that.

Set targets for awareness amongst co-workers and
customers Plastic loading ledge 10 savings
on transport and recycled into boxes Christmas
present to co-workers folding bicycles Energy
saving light bulbs given to each co-worker
Interest-free travel loans buy season ticket
with company loan and pay back over 12
months Introduction of Honda Hybrid cars Gas
boiler switched off waste woods converted to
use in boilers (both for warm air and hot
water) All new stores to be built using new
energies
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Ikea
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Adobe
San Jose headquarters greenest corporate building
on record in the US Retrofitted all 151 office
towers (1million square feet) Reviewed brand
core through green lens Simplicity at work
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Adobe

• Activities taken
• Bicycle 80 monthly subsidy to employees who
  dont drive to work
• Funding a public park to create green open spaces
  around its campus as well as local trails and
  gardens
• Internet-based watering system adjusting flow
  according to incoming weather data
• Motion light sensors in stairwells and freight
  alcoves for lights only when needed

• Incandescent bulbs in offices with
  energy-efficient compact fluorescents Timers to
  reduce operating hours of garage exhaust fans and
  outdoor lighting systems
• Sensor-based bathroom fixtures to help reduce
  water waste
• Waterless urinals
• Composting containers that hook onto trash cans
  to separate food waste from regular garbage

Results Increased internal brand loyalty
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Commercial Group

• Actions started through client (BSkyB)
  invitation
• Changed delivery routes
• Active encouragement to staff not to use cars
• In process of producing their own biodiesel
• Invitations to clients/ businesses across
  Cheltenham to watch An Inconvenient Truth

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Brand Reputation

• What makes one brands actions believable and
  anothers seen as green-wash?
• MS
• BQ
• ?