Week 3 - The Branding Process + Research + Building Brand Equity PDF

1 Brand Management Week 3- The Branding Process+ Research + Building Brand Equity...

1 Brand Management Week 3- The Branding Process+ Research + Building Brand Equity Branding process, Research.. Branding is deliberate differentiation - Debbie Millman, brand consultant and host of the podcast Design Matters. Monday, September 16, 2024  class? from last Takeaway s Branding process, Research.. 2  3 Ancient Origins: Cattle Branding (2000 BCE): One of the earliest forms of branding, where symbols Historical were used to mark ownership. Medieval Guilds (14th Century): Evolution of Craftsmen used marks to signify quality Branding process, Research.. and origin of products, establishing the Branding early roots of product branding. Industrial Revolution (18th-19th Century): Mass production led to the need for differentiation; brands like Coca-Cola (1886) and Procter & Gamble (1837) Aaker, David A. Aaker on Branding: 20 Principles emerged. consumers’ minds. That Drive Success. Morgan James Publishing, 2014. Heding, Tilde, et al. Brand Management: Research, Theory and Practice. Routledge, 2008.  5 David Aaker: Known as the “Father of Modern Branding,” Aaker introduced the concept of Brand Equity (1991), which emphasizes the value a brand adds to a product beyond Key its functional benefits. Philip Kotler: Experts Integrated branding with marketing strategy, Kotler defined Brand Management as an integral part of a Branding process, Research.. company’s competitive edge. Marty Neumeier: Author of The Brand Gap (2003), Neumeier emphasized –emotional connections between brands and Aaker, David A. Managing Brand Equity: consumers. Capitalizing on the Value of a Brand Name. Free Press, 1991. Simon Sinek: Kotler, Philip. Marketing Management. Prentice Hall, 2000. Known for the concept of “Start With Why”, Sinek’s Neumeier, Marty. The Brand Gap: How to Bridge the approach focuses on purpose-driven branding, where Distance Between Business Strategy and Design. New Riders, brands communicate their core values to build loyalty and 2003. trust. Sinek, Simon. Start with Why: How Great Leaders Inspire Everyone to Take Action. Portfolio, 2009 Why is it important to know 7 experts? Current Trends in Branding: Personalization: Brands are increasingly tailoring experiences and products to individual customers, leveraging data and AI to create personalized interactions (e.g., Netflix, Spotify). Branding process, Research.. Purpose-Driven Branding: Consumers are drawn to brands that stand for a cause, promoting sustainability, social justice, or ethical practices (e.g., Patagonia, Ben & Jerry’s). Digital and Social Media Influence: Brands must now thrive in a digital-first environment, using platforms like Instagram, TikTok, and influencer partnerships to build engagement and community. Brand Transparency and Authenticity:  ? Brand What is Positioning Core Concepts of Branding 8  9 Definition: Brand positioning is the strategy of placing your brand Branding process, Research.. in the mind of your target audience, focusing on how it is perceived relative to competitors. It communicates the brand’s unique value proposition. Thanks Do you have any questions? HOMEWORK #2 CREDITS: This presentation template was created by Slidesgo, including icons by Flaticon and infographics & Paper on how to re-brand Etsy. images by Freepik Due 09/23/24 Please keep this slide for attribution