Marketing: Brand Identity and Positioning Quiz

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.

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.