Branding & VI - Rise of Brands & Brand Meaning Lecture 1 PDF

CAMD 2000AEF BRANDING AND VISUAL IDENTITY The Rise of Brands Maslow’s Hierarchy of Needs Brand Meaning Lecture 1 2024 version Janet Lau The Rise of Brands...

CAMD 2000AEF BRANDING AND VISUAL IDENTITY The Rise of Brands Maslow’s Hierarchy of Needs Brand Meaning Lecture 1 2024 version Janet Lau The Rise of Brands Lecture 1 LECTURE 1 2 Who owns the end consumer? Before manufacturers got into branding, the retailer owned consumer. Reference: Ch12- FMCG advertising: the home of branding, Advertising Handbook (3rd edition) LECTURE 1 3 “The merchant was then the King of Commerce, with the manufacturer groveling at his feet.” - One adman, 1915 LECTURE 1 4 US grocery shop (1900s) A general store in Maryland Photo credit: http://old-photos.blogspot.hk/2011_01_01_archive.html LECTURE 1 5  US grocery shop (1930s) US grocery shop (1920s) LECTURE 1 6 Brands overtook commodities by offering three main consumer benefits which are still relevant today: Guaranteed size and weight - It was less easy to cheat with sealed packages. Cheating is still an issue with things bought in street markets such as fresh produce. Product Quality - Legal protection for consumers began with the Food Adulteration Act of 1860, but people could already protect themselves to some extent, by buying brands. Convenience - Some brands offered convenience in products that average housewives found difficult to make themselves. - Other brands made it possible to eat exotic or out-of-season foods, e.g. tinned foods. Reference: Ch12- FMCG advertising: the home of branding, Advertising Handbook (3rd edition) LECTURE 1 7 Case of Tea Brands in 1900s: John Horniman vs. Mazawattee LECTURE 1 8 Tea Brand Case: Horniman’s Tea (1900s) Horniman's Tea Company was founded in 1826 by John Horniman, was the first to sell pre-weighed, pre-packaged and labelled tea. The tea was guaranteed to be pure; its weight was clearly marked on a foil-lined packet which kept the leaves fresh and safe from dirt. The targeted advertising campaigns also promote his name. LECTURE 1 9  Horniman's Tea (1900s) Horniman’s Tea soon became a recognisable and reliable brand. Pictures sources: http://bertc.com/subsix/i19/19-8.htm https://pplsalesmk.life/product_details/39817496.html http://www.internetweekly.org/iwr/archive_2009/art_archive_2009_04.html LECTURE 1 10 Tea Brand Case: Mazawattee Tea Mazawattee Tea Company was founded in 1887 by the Densham family, was one of the most advertised tea firms in England during the late 19th century. Mazawattee often used the image of two ladies drinking cups of tea in its advertisements. The younger lady is enjoying a spot of tasseography, the practice of reading tea leaves. LECTURE 1 11 Mazawattee Tea Ad Advertising booklet for Mazawattee Tea. Pictures sources: https://www.omnia.ie/index.php?navigation_function=3&europeana_query=Mazawattee%20tea https://www.joseflebovicgallery.com/pages/books/CL171-2/mazawattee-tea-the-most-delicious-tea-in-the-world LECTURE 1 12  Horniman VS Mazawattee Case of Tea Brands in 1900s What are their differences? LECTURE 1 13 Brands have come to embody attributes not inherent in the physical product that exist in people’s perception. LECTURE 1 14 The need for people to define their social relationship People used brands as indicators of social status LECTURE 1 15 Brands perform a function beyond that intended by manufacturers. Brands help people play a better game of social chess. LECTURE 1 16 Why people buy? LECTURE 1 17 Maslow’s Hierarchy of Needs Self- Self fulfillment Actualization Confidence, achievement, Esteem feel respected Belonging and Love Friendship, family, etc. Security of body, Safety employment, health Physiological Air, water, food A theory in psychology proposed by Abraham Maslow in 1943 LECTURE 1 18 Brand Provides Benefits to Customers Example: Lunch Box Emotional benefits provide customers with a positive Functional benefits are feeling when they purchase based on a product or use a particular attribute that provides brand. They add richness and the customer with depth to the experience of functional utility. owning and using the brand. Self-expressive benefits provide an opportunity for someone to communicate his or her self-image. 19 LECTURE 1  Reasons for Choosing a Particular Brand Costs Benefits LECTURE 1 20 So, what is branding … designing a logo or icon; adding a new colour to it; or making a sign or label to identify a company or product? Visual identity is important but not entirely what branding is… LECTURE 1 21 Certainly, a brand name helps an organisation differentiate itself from its competitors. LECTURE 1 22 But, It is not simply a logo. It stands as an emblem for all that their brand encompasses. Brand has a meaning to the consumer LECTURE 1 23 Branding is a customer’s perception of your product or service. To manage the perception is a challenging and delicate task. Perception is reality in the context of branding LECTURE 1 24 Brand - Connect the product and customers Customers Perceptions Product / Customers Services Perceptions Customers Reference: Kellogg on Branding: The Marketing Faculty of The Kellogg School of Management (2005, John Wiley & Sons Inc.) LECTURE 1 25 It’s a collection of experiences, feelings and expectations one has over a product/ services. LECTURE 1 26  What is it selling? LECTURE 1 27  Coca-Cola Ad in 1951 (Courtesy the Coca-Cola Company) LECTURE 1 28  Coca-Cola Bottles = Branding 29 LECTURE 1  Coca-Cola Logos Throughout Its History Coca-Cola Symbols = Branding to present Source: http://www.ideator.si/history-of-famous-logos/ LECTURE 1 30  Coca-Cola Ads Throughout Its History Coca-Cola Ads = Branding LECTURE 1 31  Perception is reality in the context of branding Word associations Celebration/ Holidays Refreshing taste Sharing America Red & white Friendly Soda Happiness/ Joy/ Fun A carbonated non- alcoholic drink a Smile LECTURE 1 32 Brand associations is the construction of meaning Functional benefits Self-expressive benefits Emotional benefits LECTURE 1 33 Understanding brand meaning is what motivating people to engage with and value your brand. LECTURE 1 34 Brand meaning in three environments: Marketing – tactics make the brand recognizable and memorable Social – a communication through symbolism, a socially negotiated result Individual – link the brand to a “self” life situation LECTURE 1 35 Company Consumers (Organisation) Competitors Society & Culture Co-creation process and constantly shifting… LECTURE 1 36 Brand meaning tools Word associations What comes to your mind? Brand personification What do you identify the brand with? Brand essence Strong reason for buying LECTURE 1 37 Branding Understand the brand through different academic tools (concepts/ theories) Using appropriate strategy helps convert brand awareness to brand loyalty. Brand for tomorrow LECTURE 1 38 END LECTURE 1 39