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What is the concept of brand as identity according to the text?
Brands as images are perceived similarly by different individuals.
False
What is the purpose of brand relationships according to the text?
To provide meanings and enable both parties to understand aspects of themselves.
The __________ relate to the tactile features of the brand recognized by our senses.
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Match the following brand identity dimensions with their descriptions:
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According to the 'branding iceberg', what percentage of a brand is visible above the waterline?
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Customers rarely deeply analyze the emotional values of a brand.
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What is a simple interpretation of a brand that emphasizes legal ownership?
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One of the key ingredients of brands are ___________ values and emotional values.
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Match the brand interpretation with its description:
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What is the purpose of brand positioning?
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Which are the five phases of the brand positioning process?
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Brand positioning should be about differentiation and addressing consumer insights.
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In the test phase of brand positioning, ________ studies are required to evaluate the credibility and emotive resonance of each scenario.
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What is one of the components of a powerful brand vision that is recognized as part of the organization's culture?
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How do competitors differentiate themselves when they can emulate functional values?
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Organisational culture can contribute to higher levels of trust stakeholders have in a brand.
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Organisational culture can act as a 'glue' uniting staff in disparate locations to act in a _______ manner.
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Study Notes
Brand Identity and Values
- Brands are about enabling more creativity, social harmony, bringing shopping into homes, or a pleasurable life based on beauty and joy.
- Brands add extra benefits to the basic product or service, which can be functional or emotional.
Brand as Identity
- Brand identity is the distinctive or central idea of a brand and how it communicates this idea to its stakeholders.
- Managers and staff need to understand what the firm stands for and how it can enact the corporate values across all its range.
- Apple believes in increasing people's productivity through challenging inborn resistance to change, and its visual corporate identity of the bitten apple epitomizes this.
Brand as Image
- Brand as image is a more consumer-centered approach to brands, where brands are perceived by an individual as a set of associations over time.
- These associations can be functional or emotional, and may be influenced by individual experiences, people, or events.
- Evaluating a brand's image needs to consider customers' levels of involvement with the category.
Brand as Relationship
- Brands can be personified, and customers can have relationships with them.
- Research has shown that relationships are purposive and enable both parties to provide meanings.
- Customers choose brands to understand their self and to communicate aspects of their self to others.
Time Perspectives on Brand Interpretations
- Brands are dynamic offerings that need to evolve to reflect changing customer demands and maintain a position of strength against competition.
- Core values remain fixed, while peripheral values change over time.
- A brand's core values are the central beliefs that drive its creation, and its peripheral values serve a purpose within a particular set of external environments.
Importance of Creating Brand Identity
- A brand is not just the name of a product, but the vision that drives the creation of products and services under that name.
- Brand identity is the source of brand positioning, and defining what a brand is made of helps answer many questions about its management.
- Brand identity and definition are essential prerequisites for efficient brand management.
Brand Identity Prism
- The brand identity prism, introduced by Kapferer, is a conceptualization of brand identity that explains the essential differences between competing brands.
- The six dimensions of the prism are:
- Physique: the tactile features of the brand that are recognized by our senses.
- Personality: the set of human characteristics associated with a brand.
- Culture: the unique culture that each brand comes from.
- Relationship: the relationships formed between the brand and its customers.
- Reflection: the way a brand enables customers to reflect externally something about themselves to their peers.
- Self-image: the way a brand enables customers to make a private statement back to themselves.
Planning and Launching a Brand
- Launching a brand and launching a product are not the same, and marketing books often confuse the two.
- Famous brands, rich in meaning and values, started out as ordinary names of innovative products or services.
- The new product had to be given a new name so that it could be advertised, and advertising was then put in charge of presenting the advantages of the new product as well as the benefits which consumers could expect from it.
- Over time, products change, but brands stay, and advertisements will boast the merits of the new, initial product.### Brands in Modern Society
- Brands have become a major part of modern society, penetrating all aspects of life, including economic, social, cultural, sporting, and religious spheres.
- Brands have come under growing criticism due to their pervasiveness (Klein, 1999).
Multifaceted Nature of Brands
- Brands are complex and multifaceted concepts, requiring analysis from various perspectives, including macroeconomics, microeconomics, sociology, psychology, anthropology, history, semiotics, and philosophy.
- The "branding iceberg" concept can help managers understand the nature of brands, with the visible 15% above the water and the invisible 85% beneath, encompassing customer-visible and non-visible aspects.
Branding Iceberg
- Managers tend to focus on the visible part of brands (e.g., logo, name, packaging) rather than the unseen value-adding processes inside the organization.
- The unseen aspects include company-wide factors such as committed staff, organizational culture, R&D, and customer service.
- Taking a planned perspective can help integrate the diverse domains to ensure a holistic brand entity.
Functional and Emotional Values
- Brands have two important ingredients: functional values and emotional values.
- Functional values are influenced by core competencies and are central to positioning strategy.
- Emotional values are shaped by organizational culture and are communicated to evoke a personality reflecting these values.
Definition of a Brand
- A brand can be defined as a cluster of functional and emotional values that enables a promise to be made about a unique and welcomed experience.
Diverse Interpretations of "Brand"
- Brands can be interpreted from three perspectives: input-based (managers' use of resources), output-based (consumers' experiences), and time-based (evolutionary nature).
- Brands exist in consumers' minds through a continuous process of interpretation and internalization.
Input Perspectives on Brand Interpretations
- Brand as a logo: emphasizing the brand's visual identity and differentiation (e.g., Coca Cola, McDonald's, BMW, Apple).
- Brand as a legal instrument: ensuring legal ownership and protection against imitators (e.g., Absolut Vodka, Coca Cola).
- Brand as a company: corporate branding where the corporation dominates (e.g., AXA, HSBC), or individual brands with unique values (e.g., Ariel, Fairy Liquid).
Brand as Positioning
- Brand as positioning: ensuring customers associate a brand with a particular functional benefit or a limited number of benefits (e.g., BMW as performance, Volvo as safety).
Brand as Personality
- Brand as personality: enrobing a brand with emotional values that customers welcome beyond functional utility (e.g., using a celebrity in brand advertisements).
- Brand personality is the set of human personality traits applicable to and relevant for brands (Azoulay & Kapferer, 2003).
Brand as Vision
- Brand as vision: a beacon providing a clear sense of direction, involving a stretching vision and employee involvement to achieve a better world (e.g., W.J. Bryan, former American presidential candidate).### Brand Launch and Development
- A successful brand launch requires treating the new brand as a full brand from the start, not just a product name presented in advertising.
- Modern management must show results quickly, and the new brand must be considered in full, with both functional and non-functional values.
- Creating a brand means acting immediately as if it is a well-established brand, rich in meaning.
Setting Long- and Short-Term Brand Objectives
- Long-term brand objectives need to be easily understood, gain interest, and motivate everyone.
- Breaking down long-term objectives into shorter-term goals helps managers focus on achieving them and growing brand value.
- The market cube can be used to clarify and break down long-term objectives into shorter-term objectives.
Long-Term Brand Objectives
- A powerful long-term objective is one that is constantly revisited as brand development progresses and leads to other exhilarating long-term objectives.
- Commitment to the long-term objective is essential, even when facing high levels of risk.
- Examples of powerful long-term objectives include HSBC's objective to become a major player in China and Disney's objective to "bring happiness to millions".
Short-Term Brand Objectives
- Breaking down long-term objectives into shorter-term objectives makes it easier to grasp and move forward.
- A helpful starting point is to think of the typical marketing objective, specifying the expected level of sales of a brand to a particular customer group by a specific time.
- The market cube can be used to define the potential brand market by considering customer group, motivation, and context.
Brand Positioning Strategies
- Brand positioning is a process of getting the brand out there and establishing it as something worth thinking about.
- There are five phases to this process: understanding, exploring, testing, strategic evaluation, and implementation.
- The understanding phase involves identifying potential added values for the brand, analyzing customers and competition, and detecting opportunities and gaps.
- The exploration phase involves suggesting scenarios for the brand, using repeated eliminations and adjustments.
- The test phase involves consumer studies to evaluate the credibility and emotive resonance of each scenario.
- The strategic evaluation phase involves comparing scenarios based on criteria, followed by economic evaluation of potential sales and profits.
- The implementation phase involves making the brand's values palpable and tangible, transforming them into acts at 360°.
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Description
This quiz explores the concept of brand as identity, brand relationships, and brand identity dimensions. It also touches on the 'branding iceberg' and the percentage of a brand visible above the waterline.
