Podcast
Questions and Answers
What does brand identity primarily comprise of?
What does brand identity primarily comprise of?
Which of the following best describes emotional branding?
Which of the following best describes emotional branding?
What is a key aspect of brand positioning?
What is a key aspect of brand positioning?
Consumer insights primarily help in understanding what?
Consumer insights primarily help in understanding what?
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Which element contributes to brand messaging?
Which element contributes to brand messaging?
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What is a key approach for brands to differentiate themselves in a saturated market?
What is a key approach for brands to differentiate themselves in a saturated market?
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How can brands engage their audience beyond product features?
How can brands engage their audience beyond product features?
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What does the term 'inverting the matrix' refer to in brand management?
What does the term 'inverting the matrix' refer to in brand management?
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What role does emotional branding play in consumer engagement?
What role does emotional branding play in consumer engagement?
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What is suggested as an important aspect of brand positioning?
What is suggested as an important aspect of brand positioning?
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Which of the following statements best describes a strategic brand platform?
Which of the following statements best describes a strategic brand platform?
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How can consumer insights impact brand identity?
How can consumer insights impact brand identity?
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What outcome is associated with a well-executed brand strategy?
What outcome is associated with a well-executed brand strategy?
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How does a brand like Airbnb exemplify the inversion of tangible features into an intangible experience?
How does a brand like Airbnb exemplify the inversion of tangible features into an intangible experience?
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What does the Bélo symbol represent in Airbnb's branding approach?
What does the Bélo symbol represent in Airbnb's branding approach?
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What key strategy is used when brands make intangible concepts tangible?
What key strategy is used when brands make intangible concepts tangible?
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Which statement best describes the importance of community in modern brand positioning?
Which statement best describes the importance of community in modern brand positioning?
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In the context of emotional branding, what is a key benefit of brands offering intangible values?
In the context of emotional branding, what is a key benefit of brands offering intangible values?
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What role does consumer insight play in brand messaging?
What role does consumer insight play in brand messaging?
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How can brands strategically position themselves by inverting their characteristics?
How can brands strategically position themselves by inverting their characteristics?
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What is a common misconception about tangible brands transitioning to emotional branding?
What is a common misconception about tangible brands transitioning to emotional branding?
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Study Notes
Introduction to Brand Management
- Introduction to the subject matter
- Course is called BRAND MANAGEMENT 2024/25
Objectives
- Students will be able to define branding, and identify its differences from similar concepts (mark, brand and identity).
- Students will be able to recognize the stages in the history of branding.
- Students will be able to explain why branding has evolved into a critical asset for today's businesses.
- Identify the main three purposes of brands, depending on type and market.
Contents
- Definitions Essential
- Branding in today's world
- Types of brands
- Brand architecture
- A Short History
Quotes
- "In order to be irreplaceable, one must always be different" - Coco Chanel
- “A brand is simply a collection of perceptions in the mind of the consumer” - Paul Feldwick
Questions
- Can a product exist without a brand?
- Can a brand exist without a product?
Images
- Examples of various brands (Chanel, Burberry, Hugo Boss, Coca-Cola, etc.)
- A picture of a famous artist, Beyoncé
- A picture of an artist, Becky G
- A graphic design in the form of stylized text around a person or figure sitting in front of the stylized graphic design in front of a screen
- Pictures of clothing/fashion designs/products in a presentation style
- An image of icebergs in water
- A graphic presentation of the concept for Sign (verbal/visual), Experience, Idea/Universe, a property, and the boundary - using part of a bottle of Heinz Yellow Mustard
- The Nike logo
- A man in a spacesuit, jumping from the edge of space
- The logo for Red Bull
- A picture of other various logos from companies, which are presented in a slide show style
- A picture of the Starbucks logo
- Images of various posters
Branding in Today's World
- Transition from product-focused brands to brands that are more focused on companies
Brands Nowdays
- Differentiation
- Value
- Engagement
Connect and Make a Difference
- Brand stands out and makes a difference when it is able to connect with its audiences in a personal, unique way.
- Differentiation through a defined personality, visual recognition & inspires a unique “voice.”
- Value from a positioning that fulfills consumer needs and desires.
- Engagement through values that the audience shares and a purpose the brand and consumer stand for together.
The brand is the heart
- Branding defines perceptions the consumer has about the product/service.
- Aligning all touch points with the brand values
Types of Brands
- Product brands
- Service Brands
- Corporate brands
- Institutional brands
- NGO (Non-governmental organization) brands
- City/land brands
Tangible/Intangible
- Tangible: Products or services with a physical presence - easier to define
- Intangible: Things not easily seen or experienced but are still part of the brand
Needs and Brands' Needs
- Identity
- Value
- Experience
- Engagement
Product Brands
- Product brands typically represent tangible products in highly competitive markets, depending on identity and differential value
- Experience and engagement help build stronger relationships with the audience
Service Brands
- Service brands represent intangible products that perform well in competitive markets, focusing on identifiable elements, experience, and engagement.
Corporate Brands
- Corporate brands represent the structure behind products and services, emphasizing values, relationships, and engagement with stakeholders
Institutional Brands/NGO
- Institutional brands and NGOs use their philosophies to manage them; they also consider their interactions with employees, investors, and users and establish their place in society.
City/Land Brands
- City/land brands combine tangible and intangible characteristics; their management is complex as they have to connect their attributes with their users.
Making Tangible Become Intangible
- Brands can stand out by transcending their tangible side.
- A sports clothing brand turns into a lifestyle.
- The service has a tangible base.
Brand Architecture
- Brand architecture is the structure of brands within an organizational entity.
- Brands are related and differentiated from each other
Etymology of Brand
- Old English 'brand' from Germanic origin
Etymology of Mark
- Old English from Germanic, related to Latin
Brand Asset
- Brand name
- Shape
- Logo
- Smell
- Tagline
- Jingles
- Mascot
- Typography
- Slogans
- Sounds
- Advertising Style
- Celebrities endorsing the brand
Brand Equity
- Brand equity encompasses the total value of the brand.
- It is a result of the assets and liabilities related to the name and the logo of the product, service or company.
- Measured using different KPIs depending on the existing models.
Branding in Today's World
- Transition from product-focused brands to brands that are more focused on companies.
The Four Ages of Branding
- Age of Identity, Value, Experience, You.
Brand Guardianship
- Important element in brand management ensuring brand consistency across all touchpoints.
- Key aspects of brand guardianship: consistency, applied everywhere; ensuring brand use is correct, accessible, and well-explained; keeping control of marketing materials produced by different teams.
Brand Management Tools
- Brand brief
- Brand book
- Communications plan
- Brand guardian
- Brand Site/Applications
- KPIs
Strategic Planning
- A process for defining the company's vision, goals, and objectives, followed by a timeline of how the goals are to be achieved.
- Essential for defining how the organization can achieve a stated vision.
- Stages: Objectives, Research/Key findings, Strategic platform/Insights, Action plans/Tactics, Analysis/Evaluation.
Value Proposition
- A statement of the value of your business to customers & how you see your company compared with your competitors (rational benefits, inspirational values)
Big Idea (Brand Idea)
- A concise, memorable statement that encapsulates your brand/product in a concise way – serving as a core concept for the brand/product-development and communications strategy
Empathy Maps
- Understanding the target audience’s motivations and feelings
- Analyzing their interactions with a company
The Branding Process
- Research & analysis
- Define value proposition
- Define positioning & territory
- Define brand identity
- Activate & launch plan
- Create culture
Brand Values
- Brand values as guiding principles.
- Values should shape all of your communications and be aligned with consumer values.
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Description
Test your knowledge on brand identity, emotional branding, and brand positioning with this insightful quiz. Explore key concepts that underpin effective brand messaging and how consumer insights play a vital role in marketing strategies.
