Understanding Brands and Brand Elements

What Is a Brand?

• A brand is the attributes, beliefs, and values consumers associate with a product.
• These associations stem from the manufacturer's marketing and beliefs, and the consumer's own experiences.
• The brand creates meaning and identity for a product, service, or organization.

Brand Elements

• Brand elements identify and differentiate a brand.
• These include name, logo, symbol, package design, or other characteristics.
• Color schemes is included
• Brand elements are not brand strategy.

Brands Versus Products

• A product is anything offered to a market for attention, acquisition, use, or consumption, satisfying a need or want.
• Brands exceed products by having dimensions that differentiate them.
• Product vs brand differences can be rational/tangible and related to performance, or symbolic/emotional and related to brand representation.

Why Brands Matter - For Consumers:

• Brands help consumers identify the product's source or maker.
• They simplify decision-making and lower both internal and external search costs.
• Brands set reasonable expectations regarding aspects consumers may not know.

Why Brands Matter - For Firms:

• Brands streamline handling and tracing of product.
• They provide legal protection for unique product features.
• Brands add predictability and security of demand, creating barriers to competitor entry.
• Brands enable a powerful means to secure competitive advantage.

Brand Mechanisms

• Branding efforts often feature a Slogan, Brandmark, Logo, and Trademark.

Brand Mechanisms - Slogans

• Slogans are short, memorable phrases in advertising to link affiliations among consumers, and can reflect brand promises.
• A brand's value proposition is the set of values it promises to customers.
• Examples of slogans, "the ultimate driving machine" or "Provides a place for people to connect, inform, and inspire others across the globe."

Brand Mechanisms - Brandmark vs Logo

• A logo is not the brand, but is a signpost to the brand experience.

Brand Mechanisms - Trademark

• Trademarks legally identify ownership of a registered brand or trade name.
• A registered brand name or trade name becomes a trademark.

Brand Building

• Brand building includes brand recognition/awareness, brand perception/image, brand equity and brand loyalty.

Brand Building - Brand Awareness

• Brand awareness is the process of maximizing recognition of a brand.

Brand Building - Brand Image

• Brand image refers to consumer perceptions linked to a brand, such as health, excitement, fun, or family.
• A brand image happens because of brand experience.

Brand Building - Brand Perception

• Brand perception is determined by past reputation, present experience, and future expectation.

Brand Building - Brand Equity

• Brand equity is the value consumers place on a brand.

Brand Building - Brand Loyalty

• Brand loyalty represents a consumer preference for a particular brand versus competitors.

Brand Architecture

• Brand architecture communicates the structure of an organization and relationships between its branded assets and their audience.
• Branded House (single brand model): One approach to brand identity and positioning across the enterprise's operations.
• Sub-brands: A portfolio of products or services linked to a parent brand.
• Endorsed brand model: Independent brands endorsed by their parent.
• House of brands: A portfolio with its own brand identity and positioning.

Brand Architecture+!

• Simple Branding: A firm uses one brand for all products and services without sub-brands
• Cobranding: Multiple brand names are used to jointly promote or market a product or service.

Brand Identity

• Brand image in customers’ mind determines identity of brand
• The materialist parts of the whole brand contribute to the identity
• Symbol is part of its logo

Brand Identity

• The brand personality that is reflective of the business values, creates the emotional attachment to a brand, rather than by the product or service.
• Smell, touch, color and musical tone determine the identity

Brand Identity: Brand Archetype & Storytelling

• Sharing big ideas to gain attention through original and effective storytelling.
• Archetypes are not a blueprint, they are a method to tell the brands unique story

Brand Personality (Archetype)

• Differentiating from competition with a brand personality, communicates traits and form emotional attachments.
• Brand personification evokes emotion, the tone sets the brand messages

Brand Positioning

• Brand positioning is designing the company's offering and image to occupy a distinctive place in the target market's mind.
• A visual representation shows the relation of brand recognition to being in the "winning zone"

Keys for Brand Experience

• Keys include Products/services, Enviornment, Behavior and Information in order to deliver great experiences

This content examines brands, their elements (like name and logo), and how they differ from products. It highlights the role of brands in creating meaning and identity, and their importance for consumers.