Columbus Saturn

1
Building Strong Brands
David Aaker Haas School of Business University of
California at Berkeley
October, 1997
2
Roots of the New Paradigm

• Brand Value became Visible
• Brand Equity

3
The New Paradigm

• Driver--Brand Identity
• Communication Team Leader
• Manage Across Countries, Brands
• Higher in Organization
• Strategic And Visionary

4
Brand Identity

• What the brand stands for
• Its promise to customers
• The associations it aspires to have

5
Identity Scope
Extended Identity
Core Identity
6
Saturn Core Identity

• World Class Car
• Treat Customers
• With Respect
• As a Friend

7
Saturn Extended Identity

• Core
• World Class Car
• Treat Customer with Respect as Friend
• Extended
• US Compact
• Retail Experience
• Personality
• Committed Employees
• Springhill Plant

8
Identity Traps

• Brand-is-an-island trap
• Brand image trap
• Brand position trap
• External perspective trap
• Product-attribute fixation trap

9
GE Brand Strategy

• GE Jet Engines
• GE Capital
• GE Appliances
• GE Lighting
• 3-way
• Energy Choice
• Buglite

10
GE Appliances

• GE Monogram
• GE Profile
• GE Appliances
• Hotpoint
• RCA

11
Silver Bullets

• Subbrand or brand that creates or
• changes the image of a parent brand
• Earnest and Julio Gallo Varietal
• San Jose Sharks
• Hyatt Business Portfolio

12
Hyatt Business Portfolio

• Business Plan
• Gold Passport
• Touch and Go
• Regency Club
• Meeting Connection

13
Brand Position

• That part of the
• Brand Identity Value Proposition
• to be actively communicated

14
You cannot win the hearts of customers unless you
have a heart yourself. Charlotte Beers
15
Expand Value Proposition

• Functional Benefits
• Emotional Benefits
• Self-Expressive Benefits

16
Broaden the Brand Concept
17
Organizational Associations

• People, Values, Programs
• Intangibles
• Innovation
• Leadership
• Global vs. Local

18
Brand Personality --How It Works

• Makes it more interesting and memorable
• Provides a Basis for Relationship
• Represents Attributes

19
Expand Brand Concept

• Traps
• Value Proposition
• Emotional Benefits
• Self-Expressive Benefits
• Brand Perspective
• Brand-as-Organization
• Brand-as-Person
• Brand-as-Symbol

20
Brand Challenges

• 1. Brand identity?
• 2. Clarity/synergy in brand systems?
• 3. Silver bullet?
• 4. Do employees/partners know and care?
• 5. Emotional self-expressive benefits?
• 6. Organizational intangibles?
• 7. Brand personality?
• 8. Symbols?

21
Stock Market Reaction to BE ROI
Stock Return