Brand Management Introduction PDF 2024/25

Moodle Course guide Email BRAND MANAGEMENT 1 Introduction to Brand Management 2024/25 1. INTRO BRAND MANAGEMENT Objectives Aft...

Moodle Course guide Email BRAND MANAGEMENT 1 Introduction to Brand Management 2024/25 1. INTRO BRAND MANAGEMENT Objectives After this lesson, you will be able to: Define branding and identify the difference between similar concepts, such as mark, brand, identity. 2024/25 Recognise the stages in the history of branding. Explain the reasons why branding has evolved in a key asset for today’s companies. List the main three purposes brands have depending on their type and market. 1. INTRO BRAND MANAGEMENT Contents A. Definitions Essential concepts. B. Branding in today’s world. C. Types of brands. Brand architecture. D. Brand architecture. E. ANEX. A Short History 2024/25 1. INTRO BRAND MANAGEMENT “ In order to be irreplaceable, one must always be different 2024/25 Coco Chanel House of Chanel ” 4 1. INTRO BRAND MANAGEMENT “A brand is simply a collection of perceptions in the mind of the consumer 2024/25 Paul Feldwick 9 1. INTRO BRAND MANAGEMENT QUESTION Can a product exist without a 2024/25 brand? 1. INTRO BRAND MANAGEMENT QUESTION Can a brand exist without a 2024/25 product?  BRAND MANAGEMENT 2024/25 INTRO 1.  BRAND MANAGEMENT 2024/25 13 INTRO 1.  BRAND MANAGEMENT 2024/25 INTRO 1.  BRAND MANAGEMENT 2024/25 15 INTRO 1.  BRAND MANAGEMENT 2024/25 16 INTRO 1.  BRAND MANAGEMENT 2024/25 17 INTRO 1.  BRAND MANAGEMENT 2024/25 18 INTRO 1.  BRAND MANAGEMENT 2024/25 INTRO 1. 1. INTRO BRAND MANAGEMENT Identity (tangible) 2024/25 Substance (intangible) 1. INTRO BRAND MANAGEMENT Sign (verbal+visual) Property Experience Boundary 2024/25 Idea / Universe Tangible representation of a business / product 21 1. INTRO BRAND MANAGEMENT A. Definitions 2024/25 BRAND, BRANDING, BRAND IDENTITY 22 1. INTRO BRAND MANAGEMENT Etymology of BRAND Old English brand ‘burning’ –also in brand (sense 3 of the noun)–, of Germanic origin; related to German Brand, also to burn. The verb sense ‘mark with a hot iron’ dates from late Middle English, giving rise to the noun sense ‘a mark of ownership made by branding’ (mid 17th century), whence brand (sense 1 of the noun) (early 19th century). 2024/25 23 1. INTRO BRAND MANAGEMENT Etymology of MARK Old English mearc, gemerce (noun), mearcian (verb), of Germanic origin; from an Indo-European root shared by Latin margo ‘margin’. 2024/25 24  BRAND MANAGEMENT 2024/25 25 Brand CONCEPTS INTRO 1.  BRAND MANAGEMENT 2024/25 26 Brand CONCEPTS INTRO 1. 1. INTRO BRAND MANAGEMENT CONCEPTS Under 6 perspectives Brand An identity: Trademarks, terms, symbols, visual identity… representation of A promise: “A brand is the contract between a company and consumer”. Expectations company/product. memories, stories… Customer perceptions: Vision, values, actions: Thoughts, feelings, actions your Everything the company does – 2024/25 customers have - what people shared values build loyalty think or say about your product. between consumers and brands. A system, a universe: Bringing Belonging: A sense of social everything together with a grouping – which works for purpose, a story. people being part of the group and also for those who don’t belong. 27 1. INTRO BRAND MANAGEMENT CONCEPTS Brand / Brand identity 2024/25 28 1. INTRO BRAND MANAGEMENT 2024/25 About the Stratos project 29  BRAND MANAGEMENT 2024/25 30 INTRO 1. 1. INTRO BRAND MANAGEMENT The logo is an essential element of the brand’s visual recognition, as it is the key 2024/25 to the visual identity system, which goes far beyond the logo itself. However, a brand is much more than the tangible elements that make it recognisable: experiences, behaviour, stories… these are the means to engage with the consumer, while colours, type or smell help to identify and remember this engagement. 31 1. INTRO BRAND MANAGEMENT intangible VALUES BEHAVIOURS CONCEPTS WHAT THE BRAND STANDS FOR PERSONALITY Brand / ENGAGEMENT Brand identity 2024/25 32 1. INTRO BRAND MANAGEMENT CONCEPTS Brand / Brand identity 2024/25 VISUAL RECOGNITION DESIGN LOGOS, SYMBOLS, COLOURS, IMAGES AND TYPEFACES tangible 33  BRAND MANAGEMENT 2024/25 34 INTRO 1. 1. INTRO BRAND MANAGEMENT example Brand VALUES BEHAVIOURS WHAT THE BRAND STANDS FOR PERSONALITY 2024/25 ENGAGEMENT 35 1. INTRO BRAND MANAGEMENT example Brand identity 2024/25 VISUAL RECOGNITION DESIGN LOGOS, SYMBOLS, COLOURS, IMAGES AND TYPEFACES 36 1. INTRO BRAND MANAGEMENT intangible VALUES BEHAVIOURS CONCEPTS WHAT THE BRAND STANDS FOR PERSONALITY Brand / ENGAGEMENT Brand identity 2024/25 VISUAL RECOGNITION DESIGN LOGOS, SYMBOLS, COLOURS, IMAGES AND TYPEFACES tangible 37 1. INTRO BRAND MANAGEMENT CONCEPTS Branding / Brand 2024/25 management 38 1. INTRO BRAND MANAGEMENT creation “Branding is a disciplined process used to build awareness, attract new customers, and extend CONCEPTS customer loyalty. Positioning a brand to be irreplaceable requires a Branding / daily desire to be the best... Alina Wheeler, Designing Brand Identity Brand 2024/25 management 39  BRAND MANAGEMENT 2024/25 40 INTRO 1.  BRAND MANAGEMENT 2024/25 INTRO 1.  BRAND MANAGEMENT 2024/25 INTRO 1.  BRAND MANAGEMENT 2024/25 INTRO 1.  BRAND MANAGEMENT 2024/25 INTRO 1.  BRAND MANAGEMENT 2024/25 INTRO 1.  BRAND MANAGEMENT 2024/25 INTRO 1.  BRAND MANAGEMENT 2024/25 INTRO 1. 1. INTRO BRAND MANAGEMENT CONCEPTS Branding / Brand 2024/25...To be successful, brand builders need to stick to the basics, stay management calm on the roller coaster of relentless change, and seize every opportunity to be the brand of choice.” Alina Wheeler, Designing Brand Identity resilience 48 1. INTRO BRAND MANAGEMENT creation “Branding is a disciplined process used to build awareness, attract CONCEPTS new customers, and extend customer loyalty. Positioning a Branding / brand to be irreplaceable requires a daily desire to be the best... Brand 2024/25...To be successful, brand builders need to stick to the basics, stay management calm on the roller coaster of relentless change, and seize every opportunity to be the brand of choice.” Alina Wheeler, Designing Brand Identity resilience 49 1. INTRO BRAND MANAGEMENT CONCEPT Brand asset Brand assets are recognizable elements that embody a company's identity. From logos and typography to taglines, brand assets make it easy to identify a Brand Name Shape business, help it stand out from competitors, and cue customer Logo Smell associations. Like in the case of the 2024/25 Tagline Jingles Coca Cola bottle, one single asset can become iconic and therefore very Mascot Advertising Style valuable to the company. Typography Celebrities Slogans endorsing the Sounds brand 1. INTRO BRAND MANAGEMENT Brand assets 2024/25 Changing a strong brand asset can have undesired consequences. 1. INTRO BRAND MANAGEMENT CONCEPT Brand equity Brand equity is the total value (worth) of the brand as a distinct asset. It can be rendered as the aggregate of 2024/25 assets and liabilities that are associated with the brand name and symbol which brings about the relationship customers tend to create with the brand. Brand equity is reflected in how consumers see the brand, feel about the brand and act towards the brand. It is related to the perceptions of consumers but also related to the economic value of the brand as a business asset. There are different ways of calculating brand equity, using models that have been developed by brand consultants in the last decades. 1. INTRO BRAND MANAGEMENT Brand equity There are different definitions for brand equity and its components - all of them referring to similar concepts as these: Components of brand equity Brand awareness: making the brand visible and recognisable. Perceived quality. Ability to satisfy the customer’s needs as a product/service/company Perceived benefits. Unique features that make the brand 2024/25 stand out among the rest, even a higher price. Brand association. Ability to create engagement, a strong connection with its audiences. Brand loyalty. Ability to nurture a long-term relationship with customers through consistent brand experience - make the brand be elected once and again over time. Other competitive factors. Features that imply an advantage among competitors –origin, costs… → Based in Summa definition 1. INTRO BRAND MANAGEMENT C. Branding in today’s world 2024/25 FROM PRODUCT BRANDS TO BRANDED COMPANIES 55 1. INTRO BRAND MANAGEMENT QUESTION What is the objective of brands 2024/25 nowadays? 56 1. INTRO BRAND MANAGEMENT Brands nowadays Differentiation Value 2024/25 Engagement 57 1. INTRO BRAND MANAGEMENT Connect and make a difference A brand stands out and makes a difference when it is able to connect with its audiences in a personal, unique way. Personality Positioning Values Purpose Who the brand A statement to - Differentiation through a defined is: the more define a How the brand What a brand personality that allows visual recognition behaves – stands for, human, unique, honest ideas the brand even beyond and inspires a unique voice. emotional side position in the 2024/25 defends. business of the brand. market - Value through a positioning that fulfills the consumer’s needs and desires. - Engagement through values the audience can share and a purpose both brand and consumer would stand for. 62 1. INTRO BRAND MANAGEMENT The brand is the heart Branding is defining the perceptions we want the consumer to have around our product or service and making them a reality using every touchpoint available. All of them must work together, breathing and feeling the brand in their own manner, to make it remarkable, adaptable, 2024/25 internally coherent, relevant for the people. Alina Wheeler, Designing Brand Identity 63 1. INTRO BRAND MANAGEMENT D. Types of brands 2024/25 AND THEIR NEEDS 64 1. INTRO BRAND MANAGEMENT Types of brands Brand strategy needs to respond to specific needs of the brand, derived from the type of brand we will be managing, but also 2024/25 related to the market, the specific features of our brand or the analysis of the consumer journey. 67 1. INTRO BRAND MANAGEMENT Types of brands Product Service Corporate Brand strategy needs to respond to specific needs of the brand, derived from the type of brand we will be Institutional NGO City/land managing, but also 2024/25 related to the market, the specific features of our brand or the analysis of the consumer journey. 68 1. INTRO BRAND MANAGEMENT Types of brands Tangible Intangible 2024/25 Basic needs Complex needs 69 1. INTRO BRAND MANAGEMENT Types of brands Product Service Institutional NGO Corporate City/land Tangible/Intangible (purchase) 2024/25 Need of the client 70 1. INTRO BRAND MANAGEMENT Tangible Basic needs Complex needs 2024/25 Intangible 71 1. INTRO BRAND MANAGEMENT Needs and brands’ needs How do you think it is different to ? manage a tangible/intangible product or service brand? Tangible Intangible The more tangible a brand is, the easier it is The more intangible a brand is, the more it 2024/25 for the brand to build a strong identity based depends on abstract, conceptual values to in ‘facts’: taste, shape, colors. engage the audience. 72 1. INTRO BRAND MANAGEMENT Needs and brands’ needs Product City Service Corporate Institutional NGO Tangible Intangible The more tangible a brand is, the easier it is The more intangible a brand is, the more it 2024/25 for the brand to build a strong identity based depends on abstract, conceptual values to in ‘facts’: taste, shape, colors. engage the audience. 73 1. INTRO BRAND MANAGEMENT Needs and brands’ needs How do you think it is different to ? manage a brand depending on how complex the clients’ needs are? Basic needs Complex needs We can also consider if brands satisfy specific,...or more complex, subjective needs 2024/25 objective needs (e.g. ‘I’d like a snack’) (e.g. I want to demonstrate I’m an empathic person) 74 1. INTRO BRAND MANAGEMENT Needs and brands’ needs i + ♬ ♥ Identity Value Experience You (engagement) If your brand needs to be Enhancing differential When the brand is based When the brand is about recognized among equal values in a brand will in services or do not ideas, ideals or when the 2024/25 products in a highly help stand out in a have a physical strategy is to transcend the competitive market, a strong competitive market with background, experience product, nurturing the visual and verbal identity is equal options. can be the key to make engagement can elevate the important. This is basic for the difference. Also, it brand to the concept world. most brands today, can be added to product based brands to make the bound with the client stronger. 75 1. INTRO BRAND MANAGEMENT Product brands Product brands normally represent tangible products in highly competitive markets. They tend to depend on identity and differential value to stand out among equal products. Experience and engagement are other useful ways of building stronger and longer relationships with their audiences. 2024/25 i Identity + Value ♬ Experience ♥ Engagement Some cases may be in between definitions: Is Nespresso a product or a service? 76 1. INTRO BRAND MANAGEMENT Service brands Service brands represent intangible products that can perform in highly competitive markets. Identity and value are important to make the brand recognisable and preferable, but experience is also essential to nurture a well based client-brand link. Engagement is a plus. 2024/25 i Identity + Value ♬ Experience ♥ Engagement 77 1. INTRO BRAND MANAGEMENT Corporate brands Corporate brands represent the structures behind other products and services, and the vision of the companies that manage them. Therefore, they may not be so visible for end users but they do have to connect with their stakeholders: employees, investors, providers, partners… Their identity is not as important as their values and the engagement they can create. 2024/25 i Identity + Value ♬ Experience ♥ Engagement 78 1. INTRO BRAND MANAGEMENT Institutional brands and NGO Similar to corporate brands, institutional brands represent the structures behind a group of services, and the philosophy behind the organisation that manage them. They also have many audiences among employees, investors, providers, partners and also users… As supra-service companies, experience is as important as engagement to build credibility and a belonging feeling. 2024/25 i Identity + Value ♬ Experience ♥ Engagement 79 1. INTRO BRAND MANAGEMENT City/Land brands City brands represent a mixture of tangible and intangible features that identify a territory. They combine history, culture, location, experience, identity…. They are complex to manage and have evolved a lot in the last couple of decades. Building an identity in a saturated market can require a combination of all possible approaches, and a balanced strategy that takes care of all audiences – with especial attention to citizens and other intern audiences. 2024/25 i Identity + Value ♬ Experience ♥ Engagement 80 1. INTRO BRAND MANAGEMENT Making tangible become intangible 2024/25 81 1. INTRO BRAND MANAGEMENT 2024/25 Brands can stand out by inverting the matrix: turning their tangible features into Brands can stand out by transcending something to feel engaged with. A bed and their tangible side to embrace or sell an breakfast service becomes a worldwide ideal. Nike could sell literally any community. product, service or even cause under their big idea. 82 1. INTRO BRAND MANAGEMENT Making tangible become intangible (I) Brands can stand out by inverting the matrix: turning their tangible features into something to believe in. A sports clothes brand turns into a lifestyle. Find your greatness - Just do it In this case, the service has a tangible base (accommodation spaces) and a service that can be 2024/25 objectively evaluated. However, the brand evolves toward a more complex concept: a worldwide community. “The Bélo (the symbol) is also used as a community symbol that can be expressed differently by each community member and in every listing – it is not bound by language, culture or location. The end result is a symbol people feel compelled to share – one that accepts we are all different, one to wear with pride.” → Full length version here 83 1. INTRO BRAND MANAGEMENT 2024/25 Brands can stand out by inverting the matrix: turning their tangible features into something to feel engaged with. A bed and breakfast service becomes a worldwide community. 84 1. INTRO BRAND MANAGEMENT Making tangible become intangible (II) Brands can stand out by inverting the matrix: turning their tangible features into something to feel engaged with. A bed and breakfast service becomes a worldwide community. Airbnb Belong anywhere In this case, the service has a tangible base (accommodation spaces) and a service that can be 2024/25 objectively evaluated. However, the brand evolves toward a more complex concept: a worldwide community. “The Bélo (the symbol) is also used as a community symbol that can be expressed differently by each community member and in every listing – it is not bound by language, culture or location. The end result is a symbol people feel compelled to share – one that accepts we are all different, one to wear with pride.” → More about this case here 85 1. INTRO BRAND MANAGEMENT Making intangible become tangible 2024/25 86 1. INTRO BRAND MANAGEMENT 2024/25 Brands can stand out by inverting the matrix: turning complex ideas into simple, tangible products: contributing to other people’s wellbeing is something you can acquire at your pharmacy. 87 1. INTRO BRAND MANAGEMENT Making intangible become tangible Brands can stand out by inverting the matrix: turning complex ideas into simple, tangible products: contributing to other people’s wellbeing is something you can acquire at your pharmacy. Someone-else's-pain killer pills This Médecins Sans Frontières (MSF) fundraising campaign used the strategy of materialising a 2024/25 complex idea by creating a product people can easily buy to donate. It worked in two ways: - By making extremely simple to donate by just buying a box of pills at the Chemist’s - By expressing the purpose of the NGO in a very strong, simple way: stop people’s suffering. 88 1. INTRO BRAND MANAGEMENT D. Brand architecture 2024/25 THE SINGLE BUSINESS IDENTITY 89 1. INTRO BRAND MANAGEMENT Brand Architecture In the field of brand management, brand architecture is the structure of brands within an organizational entity. It is the way in which the brands within a company's portfolio are related to, and differentiated 2024/25 from, one another. Wikipedia 90  BRAND MANAGEMENT 2024/25 91 INTRO 1.  BRAND MANAGEMENT 2024/25 92 INTRO 1.  BRAND MANAGEMENT 2024/25 INTRO 1. 1. INTRO BRAND MANAGEMENT Brand Architecture In big organisations, there may be multiple brands to manage at the same time, often representing different products or services, addressed to different targets and with different stories behind them. There are many strategies companies can follow in order to make the most of their brands. The election of one particular model depends on 2024/25 whether the priority is to protect the company’s reputation, take advantage of some of the brand’s strengths, or reinforce engagement or loyalty… Every model has pros and cons and it is not easy to change once it’s implanted, and this is why it must be chosen carefully. 94 1. INTRO BRAND MANAGEMENT Brand Architecture Types of brand architecture Which architecture suits better an organization? The choice depends mainly on a two key ideas: - A recognizable master brand with a good reputation may be used to endorse sub-brands 2024/25 - A group of different sub-brands targeting different audiences may work better if each sub-brand develops a unique personality. http://www.labbrand.com/brandsource/issue-article/how-manage-brand-architecture-strategy-when-extending-b2b-b2c 95 1. INTRO BRAND MANAGEMENT Brand Architecture Types of brand architecture There are many systems to organize brand architecture. All of them have something in common: their categories depend on the relationship among the brands – if they follow a fixed model based on the similarities or prioritize flexibility. 2024/25 We will detail two of these systems: http://www.labbrand.com/brandsource/issue-article/how-manage-brand-architecture-strategy-when-extending-b2b-b2c 96 1. INTRO BRAND MANAGEMENT Brand Architecture SYSTEM 2: MONOLITHIC / ENDORSED / PLURALISTIC Three categories depending on the use of a fixed system to create multiple variations of the same brand, the use of a master brand to back different products, or the use of independent brands for different products/services. Monolithic brand architecture 2024/25 Characterized by a strong, single master brand. Customers make choices based on brand loyalty. Features and benefits matter less to the consumer than the brand promise and persona. Brand extensions use the parent’s identity, and generic descriptors. FedEx + FedEx Express Virgin + Virgin Mobile Analogous to ‘branded house’ model GE + GE Healthcare Vanguard + Vanguard ETF Based on Alina Wheeler, Designing Brand Identity 97 1. INTRO BRAND MANAGEMENT Brand Architecture SYSTEM 2: MONOLITHIC / ENDORSED / PLURALISTIC Types of brand architecture SYSTEM 2: MONOLITHIC / ENDORSED / PLURALISTIC iPod + Apple Polo + Ralph Lauren Endorsed brand architecture Oreo + Nabisco Characterized by marketing synergy Navy Seals + the U.S. Navy between the product or division, and the 2024/25 parent. The product or division has a clearly defined market presence, and benefits from the association, endorsement, and visibility of the parent. This option mixes advantages of monolithic and pluralistic models. Based on Alina Wheeler, Designing Brand Identity 98 1. INTRO BRAND MANAGEMENT Brand Architecture Types of brand architecture SYSTEM 2: MONOLITHIC / ENDORSED / PLURALISTIC Wharton (University of Pennsylvania) Pluralistic brand architecture Tang (Kraft Foods) Characterized by a series of Godiva Chocolate well-known consumer brands. (Campbell Soup) The name of the parent may be either 2024/25 The Ritz-Carlton invisible or inconsequential to the (Marriott) consumer, and known only to the investment community. Hellmann’s Mayonnaise Many parent companies develop a (Unilever) system for corporate endorsement that is tertiary. Analogous to ‘house of brands’ model. Based on Alina Wheeler, Designing Brand Identity 99 1. INTRO BRAND MANAGEMENT Brand Architecture Types of brand architecture SYSTEM 2: BRANDED HOUSE / HOUSE OF BRANDS / HYBRID It is quite similar to the other system, although it uses different names and includes the ‘hybrid’ category, where some brands can be related to one 2024/25 another while others are independent for a better adaptation to specific targets. http://www.labbrand.com/brandsource/issue-article/how-manage-brand-architecture-strategy-when-extending-b2b-b2c 100 1. INTRO BRAND MANAGEMENT Brand Architecture In short Brand architecture helps the corporation to take advantage of its reputation, or prevent bad reputation of one product to affect the rest. There are different ways to organize brands or name systems, but they all represent more or less the same three groups: one brand rules / all brands are 2024/25 different / a mix. You can see more examples and a third way of naming the systems in this video: 101 1. INTRO BRAND MANAGEMENT ANEX. A Short History 2024/25 FROM A SIGN TO THE UNIVERSE 103 1. INTRO BRAND MANAGEMENT Pre-historic cave paintings The first known use of visual communication These paintings are supposed to be linked 2024/25 to an artistic or spiritual interest. Altamira cave paintings ≈13,000 b.C. 105 1. INTRO BRAND MANAGEMENT Ancient calligraphy Writing with symbols Some of the first written languages were already based on ideograms, expressing 2024/25 ideas and concepts using symbols or pictograms instead of representing sounds. Chinese calligraphy (logograms) ≈6,000 BC 106 1. INTRO BRAND MANAGEMENT Vinča symbols ≈5,000 BC. 2024/25 107 1. INTRO BRAND MANAGEMENT Sumerian script (Cuneiforms) ≈3,000 BC 2024/25 108 1. INTRO BRAND MANAGEMENT Egyptian hieroglyphs ≈3,000 BC 2024/25 109 1. INTRO BRAND MANAGEMENT The roots of brands Ancient Era First marks are used First brands are attached to the practice of marking by incision or pressure on the 2024/25 surface of stone, ceramic or animals’ skin. Based on Joan Costa, La imagen de marca. Un fenómeno social. 110 1. INTRO BRAND MANAGEMENT The roots of brands Phoenicians 12th century BC First marks are used Amphorae become the first packaging used in Europe: Wine, oil and other goods producers marked the amphorae 2024/25 to identify their shipments. Based on Joan Costa, La imagen de marca. Un fenómeno social. 111 1. INTRO BRAND MANAGEMENT The roots of brands Middle age 5th-10th century Social communication Use of visual signs in a poor, illiterate society. 2024/25 Pennants, badges, flags… Heraldry is used by wealthier classes. Based on Joan Costa, La imagen de marca. Un fenómeno social. 112  BRAND MANAGEMENT 2024/25 113 INTRO 1.  BRAND MANAGEMENT 2024/25 114 INTRO 1. 1. INTRO BRAND MANAGEMENT The roots of brands Middle age 10th-12th century ‘Marks’ are born Trade resurgence: Mandatory use of brands to identify i 2024/25 ‘CORPORATE’ TERM craftsmen’s and their trade It comes from this guilds’ products. time in history, Corporate+personal use to when professional protect property from theft associations (corps) are starting to form. and piracy, and call for responsibility. From latin ‘corpus’: form into a body Based on Joan Costa, La imagen de marca. Un fenómeno social. 115 1. INTRO BRAND MANAGEMENT And brands are born Renaissance 15th-16th century ‘Marks’ are born Trading intensifies and goods 2024/25 coming from the ‘New World’. Labelling starts in certain goods as tobacco, spice or cocoa. Based on Joan Costa, La imagen de marca. Un fenómeno social. 116 1. INTRO BRAND MANAGEMENT And brands are born Free trade 17th century Registered trademarks’ are born Gilds disappear and free trade is established. Counterfeit becomes common and 2024/25 brands need to be protected. Concurrence adds to identification in brand’s purposes. Bass Brewery's logo became the first image to be registered as a trademark in the UK, in 1876. Based on Joan Costa, La imagen de marca. Un fenómeno social. 117 1. INTRO BRAND MANAGEMENT And brands are born Industrial Revolution 19th-20th century Brands transcend products Massive production leads to advertising. Press, radio and 2024/25 later television expand the brand’s universe beyond the product. Based on Joan Costa, La imagen de marca. Un fenómeno social. 118 1. INTRO BRAND MANAGEMENT Brands throughout history (so far) Farming Commerce Slavery Private property 2024/25 War and jousting Intellectual property 119 1. INTRO BRAND MANAGEMENT And branding is born 2024/25 120 1. INTRO BRAND MANAGEMENT Branding growing stronger Industrial Era Modern Era 1900-1936 Post-war: Consumer 1870s First trademarks 1905 First Coca Cola Slogan Boom 1940s-1960s registered in UK, USA and 1928 Edward Bernays 1950s Televisions become available Germany pioneers PR 2024/25 1955 ‘Brand Image’ concept is born 1905 Creation of “brand 1956 Paul Rand designs IBM logo managers” 1965 Wolff Olins founded A market in increasing competition requires more Dominance of graphic design and sophisticated products, with features that make them different design ‘systems’ – branding starts and visual identities become more important. Advertising grows with the eruption of television. Based on Michael Johnson, Branding in Five and a Half Steps 121 1. INTRO BRAND MANAGEMENT Branding growing even stronger Post-modern Era: Early 1990s: Services Globalization 1970s-1980s Economy 1990-1995 1970s ‘Positioning’ is born 1990 Brand equity question is 1984 ‘Value proposition’ term is arised. i 2024/25 coined 1992 Strategic Brand Management BRAND EQUITY 1984 Apple’s 1984 iconic TV ad published. The commercial value that derives from 1988 First Interbrand brand consumer perception valuation of the brand name of a Development of internet, mobile particular product or phones and major global brands. service, rather than Dominance of advertising Branding matures as a discipline and from the product or ‘science’ of branding begins. service itself. Based on Michael Johnson, Branding in Five and a Half Steps 122 1. INTRO BRAND MANAGEMENT Branding as we know it Late 1990s: Height of Post-Post-Modern Era: Inverting Authority Consumerism, Digital 2000-2010 2010-now? Post-Modernism 2001 ‘Customer-Based Brand 2010 Instagram is launched - Equity Pyramid’ by Keller influencer bubble 1993s ‘Y&R’ Brand Asset 2010 Active listening through 2024/25 Valuator introduced 2002 Emotional Branding published. social media: prosumers 1998-99 The Truman Show and become brand advocates. The Matrix films: constructed 2009 Start with why published. reality 2010s Cultural branding, city branding, employer branding... 1999 No Logo becomes a bestseller - anti-capitalism Branding takes over from rethinking the brand model. advertising ‘Omnichannel’ begins. Collaboration, social responsibility, start-up culture, social-media explosion Based on Michael Johnson, Branding in Five and a Half Steps 123 1. INTRO BRAND MANAGEMENT The Four Ages of Branding 1960s-now Age of IDENTITY VALUE EXPERIENCE YOU 2024/25 Based on Interbrand’s, The Four Ages of Branding 124 1. INTRO BRAND MANAGEMENT The Four Ages of Branding 1960s-now Age of IDENTITY VALUE EXPERIENCE YOU First ownership, trust and quality, 2024/25 then differentiation and identification. Companies adopted slogans and mascots, to set businesses products apart from the crowd, both visually and verbally. These foundational characteristics of a great brand are still valid today, but the world became more demanding. Based on Interbrand’s, The Four Ages of Branding 125 1. INTRO BRAND MANAGEMENT The Four Ages of Branding 1960s-now Age of IDENTITY VALUE EXPERIENCE YOU Companies begin to view brands as valuable 2024/25 business assets that contribute significantly to financial performance. The language of “cost” relating to marketing expenditure becomes the language of “investment.” Brands are not built simply through communications, but through a combination of business activities covering products and services, environments, culture, and communication. Based on Interbrand’s, The Four Ages of Branding 126 1. INTRO BRAND MANAGEMENT The Four Ages of Branding 1960s-now Age of IDENTITY VALUE EXPERIENCE YOU Brands like Google, Amazon, Facebook, and 2024/25 Apple have reset customer expectations and significantly raised the bar for brand experiences. Interactions are seamless, contextually relevant, and increasingly based around creating an ecosystem of integrated products, services, information, and entertainment. Big data sets must be mined for big insight, big empathy, big intuition, and big dialogue. Advocacy, influence, and engagement are the new rules for brand Based on Interbrand’s, The Four Ages of Branding building. 127 1. INTRO BRAND MANAGEMENT The Four Ages of Branding 1960s-now Age of IDENTITY VALUE EXPERIENCE YOU The Age of Experience is giving way to a new era-one 2024/25 of ubiquitous computing. When ecosystems are fully integrated and sensors (on our bodies, in our homes, and in our devices) can talk to each other in new ways, supply chains will reorganize around individuals and ecosystems will become Mecosystems. Connecting businesses to people-and people to each other-brands will then serve as enablers of both business and personal value creation. Based on Interbrand’s, The Four Ages of Branding 128 1. INTRO BRAND MANAGEMENT “ Being as good as the best of the competition is now sufficient only to enable an organization to stay in the race. In such situations, emotional factors –being liked, admired or respected more than the competition – help the organization to win. 2024/25 Wally Olins The Brand Book ” 129  BRAND MANAGEMENT 2024/25 130 Thanks! INTRO 1. Moodle Course guide Email BRAND MANAGEMENT 2 Brand Strategy 2024/25  “ 2. STRATEGY BRAND MANAGEMENT Great brands are in command and out of control. Twenty-first century brands won’t be built by telling: they will be built by being. 2024/25 Chris Grams The Ad-Free Brand 3 2. STRATEGY BRAND MANAGEMENT Objectives After this lesson, you will be able to: Explain the relationship between strategic planning and brand strategy. Understand the importance of the consumer in the shaping of a brand 2024/25 strategy, and the keys to successful long-term engagement between brand and audiences. Recognize a brand’s territory and story, and define a brand’s personality. Structure a brand platform. 4 2. STRATEGY BRAND MANAGEMENT Contents A. Branding and strategic planning. B. The brand’s strategic platform C. A model for building meaningful brands. 2024/25 5  BRAND MANAGEMENT 2024/25 6 STRATEGY 2. 2. STRATEGY BRAND MANAGEMENT A. Branding and strategic planning 2024/25 AN INTRODUCTION TO PURPOSE-DRIVEN BRANDS 7 2. STRATEGY BRAND MANAGEMENT Evolution of brand value 2024/25 William Hesketh Lever, a British soap and detergent entrepreneur, was born in 1851 in England. He partnered with his brother and a chemist to create “Sunlight” soap in the late XIX century. https://www.foxbusiness.com/lifestyle/who-started-dove 8 2. STRATEGY BRAND MANAGEMENT Evolution of brand value 2024/25 By 1957, Dove launched the “revolutionary new beauty cleansing bar” in America. 9 2. STRATEGY BRAND MANAGEMENT Evolution of brand value 2024/25 Dove Real Beauty Sketches is a short film produced in 2013 as part of the Dove Campaign for Real Beauty marketing campaign. The aim of the film is to show women that they are more beautiful than they think they are by comparing self-descriptions to those of strangers. 10 2. STRATEGY BRAND MANAGEMENT Evolution of brand value 2024/25 A more modern version of the fight against the issues women have to face regarding their look and their self-esteem has been recently launched by Dove. The brand evolves with society while keeping coherent with their values and purpose. 11 2. STRATEGY BRAND MANAGEMENT Evolution of brand value PRODUCT In this stage of branding history, 2024/25 brands are ‘only’ a matter of identity, which is attached to the product’s tangible, simple objective features (eg. this soap BRAND cleans). Brands use advertising to achieve awareness, based on this simple product-identity association. 13 2. STRATEGY BRAND MANAGEMENT Evolution of brand value As competition grows harder, brands need to make a difference by adding or identifying some PRODUCT special value (creams while you wash) –Unique Selling Proposition. This is still connected 2024/25 to the tangible or practical USP features of the product, but it helps consumers clearly difference similar products BRAND VALUE POSITIONING (positioning). BRAND 14 2. STRATEGY BRAND MANAGEMENT Evolution of brand value As markets become fierce battlefields, positioning is not enough to achieve consumers’ INSIGHTS loyalty. Products are no longer the center of the strategy– consumers are. They needs 2024/25 (insights) inspire the product BIG IDEA [PRODUCT] POSITIONING definition, therefore its personality and finally the brand identity. Strategic planning is born. BRAND PERSONALITY BRAND 15 2. STRATEGY BRAND MANAGEMENT...to this Or how to get from this... 2024/25 16 2. STRATEGY BRAND MANAGEMENT CONCEPT Strategic planning is a process in which an Strategic organization's leaders define their vision for the future and identify their organization's goals and objectives. The process includes establishing the sequence in which those goals should be realized so that the organization can reach its stated vision. Planning 2024/25 Strategic planning is a process that helps the brand reach its company goals, basing the decisions in data and knowledge about company’s reality, but also on the client’s needs and beliefs. 17 2. STRATEGY BRAND MANAGEMENT Strategic Planning Strategic planning and branding set the stage for –and support– each other, as both create a Strategic planning provides an organization connection between the consumers’ and the brand’s with a road map to achieve specific goals and interests, and provide with a plan to build a bridge objectives. It helps to identify internal and between them. external effects and opportunities to consider in the creation of strategies and tactics. “Strategic planning is the blueprint for how to build a It works through a step-by-step process house, but branding is what makes it a home – the collection of décor, landscaping, atmosphere, etc. that 2024/25 starting with identifying the problem the brand is trying to solve and finishes by makes people want to spend time in it… in other words, measuring the success of the actions taken. your strategic plan tells you what you want to achieve and how you want to achieve it. Your brand should attract others to those goals by creating a community around them.” Isaac Shalev 18 2. STRATEGY BRAND MANAGEMENT Strategic planning Branding and rebranding can be a part of a company’s strategic platform and action plan. The brand’s definition must be aligned with the strategic platform and is essential to the action plan deployment. 01 02 03 04 05 Goals Research Strategic Actions Analysis and _ _ Business ambition Key findings platform plan evaluation _ _ _ Which are brand’s - Corporation Insights Tactics and consumer KPI - Key 2024/25 business objectives? - Culture journey Performance How can we connect - Competitors Indicators _ with our target - Which actions can - Clients and Communication audiences? we propose What will we measure? audiences objectives according to our _ _ analysis results? How can Big Idea KPI Dashboard communication help Which ideas can be - Which tactics should How will we measure? the brand to reach used as a platform, a we develop those objectives? basis to our strategy? according to our consumer journey? 19 2. STRATEGY BRAND MANAGEMENT B. The brand’s strategic platform 2024/25 BUILDING STRONG PILLARS 20 2. STRATEGY BRAND MANAGEMENT 2024/25 Consumers may choose a brand partly because of its objective, tangible features or its objective quality. But they engage and establish long-term relationships with them when they are able to connect with their interests, concerns, values and ideas. 21 2. STRATEGY BRAND MANAGEMENT Anatomy of brand strategy How the organization helps Culture its members and stakeholders to know and internalize the fundamentals and rules for applying the brand (training, participation in the decision making, etc). Operations The creation of tools that help to apply the strategy (brand centre, identity guides, manifesto, brand book…). Core The stage of ideas: [Concepts] The deep knowledge and 2024/25 internal definition of the factors that will determine the brand strategy to follow (context, sector, audiences, purpose, DNA, The strategy is the core of the [Tools, skills, decisions] identity…). brand. It drives the actions and decisions that allow branding as an activity and helps build narrative and engagement. It starts with [Engagement, behavior] ideas that need to be turned into actions, which little by little lead to brand culture. 22 2. STRATEGY BRAND MANAGEMENT Strategic planning Branding and rebranding can be a part of a company’s strategic platform and action plan. The brand’s definition must be aligned with the strategic platform and is essential to the action plan deployment. 01 02 03 04 05 Goals Research Strategic Actions Analysis and _ _ Business ambition Key findings platform plan evaluation _ _ _ Which are brand’s - Corporation Insights Tactics and consumer KPI - Key 2024/25 business objectives? - Culture journey Performance How can we connect - Competitors Indicators _ with our target - Which actions can - Clients and Communication audiences? we propose What will we measure? audiences objectives according to our _ _ analysis results? How can Big Idea KPI Dashboard communication help Which ideas can be - Which tactics should How will we measure? the brand to reach used as a platform, a we develop those objectives? basis to our strategy? according to our consumer journey? 23 2. STRATEGY BRAND MANAGEMENT Process of brand strategy 01 02 03 04 05 Find insight → Define value Define positioning Define identity → Activate plan → proposition → and territory → Consumers’ Deploy actions and Creation of brand motivation applications Response to Select values → assets: visual, consumers’ verbal, 2024/25 motivation applications.. Create Create culture → → brand idea Personality → Internalization within the Definition of brand organization. core) 24 2. STRATEGY BRAND MANAGEMENT Key elements Purpose Vision Personality Values Value proposition Attributes 2024/25 Positioning Internal beacon Territories Identity Mission Organizational culture 25 2. STRATEGY BRAND MANAGEMENT Strategic brand platform Brand Idea ↓ Consumer Positioning Territories Brand → Insights → Products / Values features 2024/25 Purpose etc Consumers may choose a brand partly because of its objective, tangible features or its objective quality. But they engage and establish long-term relationships with them when they are able to connect with their interests, concerns, values and ideas. 26 2. STRATEGY BRAND MANAGEMENT Brand platform Our purpose What our brand stands for, even beyond business A fully developed brand strategy spins around a Our positioning Our values brand idea (or core idea) Our statement BIG IDEA How our brand that guides the brand in to define our An inspiring behaves – ideas each communication unique, honest concept that the brand decision. It also inspires position in the beats in your defends. 2024/25 the four cardinal points market strategy’s heart of the strategy: purpose, values, personality and positioning. Our personality Who we are as a brand: the more human, emotional side of the brand. 27 2. STRATEGY BRAND MANAGEMENT Brand platform models DEFINITION BRAND IDEA The essence. What a brand EXTERNALIZATION represents. The central thought BRAND INGREDIENTS that governs all actions and BENEFITS The raw materials that expressions of the brand, now Positive inputs perceived serve as a base and VALUES and in the future. PERSONALITY by rational and emotional Traits that help the provide strength and The principles that future consumers. structure to the brand guide and interpretation and idea determine the development of the behavior of the brand DNA, in brand. DIFFERENTIATING words, images, style ATTRIBUTES IDEA and attitude. POSITIONING The features that make Declination of the brand the brand unique and idea to capture the 2024/25 position we want to irreplaceable. occupy in the market and the minds of consumers. REASON TO BELIEVE The undeniable facts that support the brand KEY MESSAGES idea. MANIFESTO Written statement The messages we capable of describing and emphasize when we synthesizing the spirit of communicate about the the brand idea. brand. There are many, many different brand strategy models developed by branding companies, studios and academics. Most of them share one thing: placing a core or brand idea in the center and building the rest of the concepts around (or on the sides) of it. See more examples in the following slides. 28 2. STRATEGY BRAND MANAGEMENT Brand platform models 2024/25 29 2. STRATEGY BRAND MANAGEMENT Brand platform models 2024/25 Some models are round-shaped, making the concepts spin around the big or core idea. Others are funnel-shaped, to express the previous analysis and distilling work that leads to the core, and the widening of the brand that comes