Help with Case

2 . A quick introduction to branding

3 . Course practicalities

Introduction to branding

1 . Introductory case

Can we save Barbie?

What is Mattel’s problem?

Plastic vs possible.

Barbie in 2014 #unapologetic

Barbie 2016: body types

During the 1960s, Barbie was a feminist icon

Should we make Barbie a Feminist icon again?

Barbie 2019: Empowering role models

BUSMGT 756: Strategic Branding

Introduction to branding

What is the purpose of branding?

Commodities are fully replaceable. The prices of common things like cotton, oil and wool can vary depending on what happens in markets around the world.

Commodities

Product Are branded products

Branded product

relevant? Why? From commodity to brand

Commodity

Product

Branded product

Commodities are replaceable, while branded products are differentiated

https://www.youtube.com/watch?v=vPcjTefW_Ao

Brands have financial value

Media changed the landscape for brands. Instant recognition and value identification meant that brands can be trusted.

The owner of a well - known brand can command a higher survivability in times of turmoil. That has financial value

Brand equity is the set of assets including visibility, awareness, associations, and customer loyalty that add (or subtract) from the perceived value that the product or service it represents. It is a key construct in marketing and business strategy.

In the late 1980s, brand equity meant the explosive and revolutionary idea that brands drive business performance. Since then, branding has a key role in business strategy. Branding is not only a tactical, short - term aid, but also a strategic investment that drives long - term value.

Brand Value, in finance, is the financial worth of the brand. If you were to sell the brand, how much would someone pay for it?

Contemporary branding is about co-creating experiences

• Branding is an absolute necessity for survival.

• Technical competence is a insufficient. Doing things well is not enough to stand out and create competitive advantages.

• Brands are no longer just trademarks, but an invitation to participate and actively construct meaning.

• The brand is a platform for a common identity and consistent expectation.

htt p s://www.youtube.com/watch?v=wuJRXmJhj N c

Four types of strategic branding 2. Emotional “relationship” branding

Anthropomorphic relationships that

“connect” with the consumers’ hearts. The point is to forge durable relationships between brands and consumers. Associations of the functions of the product in the

mind of consumers. This elevates the product or service from commodity to differentiated offering.

1 . Functional “mindshare” branding

Formation of trends. Formation of preferences by surges of popularity. Consumers advocate the brand.

3 . Viral “cool” branding

Formation of cultural icons. Performing a myth that addresses an acute cultural contradiction.

4 . Cultural branding

Functional branding

Commodity: tooth paste

Branded product

Function: whiten teeth

The ‘relative competitive comparison’ as perceived –rationally– by the target audience, e.g., Colgate = White teeth.

Emotional branding Emotional appeals into their branding efforts, which are used to spur relationships with customers.

Commodity: bread

Branded product

Emotion: Happy mornings

https://www.youtube.com/watch?v=DptThe0xYo4

Viral branding

Commodity: beer

Branded product Meme: The most interesting

man in the world

Marketing efforts designed to increase popularity by engaging with consumers online; specifically, inviting consumers to share what they like.

https://www.youtube.com/watch?v=dYde7LbQrG4

Cultural branding

Commodity: hygiene pads

Branded product

#likeagirl girl empowerment

Enlist consumers’ values to address a cultural contradiction. Invite consumers to demonstrate their values through the brand

BUSMGT 756: Strategic Branding

Course overview

Branding Functional Branding Emotional Branding

Viral Branding

Cultural Branding Section 1: Branding

Section 2: Advertising Advertising Creative strategy Storytelling

Brand communities Summary

Themes Sub-themes

1. Branding: an introduction • The consumer society • Key concepts • Brand equity

2. Functional branding • Differentiation strategy • Benchmarking • Unique selling proposition

3. Emotional branding • Experiential strategy • Emotion and experience • Brand relationships

4. Viral branding • Contagious content & sticky ideas • Consumer engagement • Content-driven marketing

5. Cultural branding • Consumer identity work • Brand activism • Cultural intermediaries

6. Advertising • Advertising: goals and process • Creative planning • Media planning

7. Creative strategy and execution • Creative insight and targeting • Content development • Semiotics and symbolism

8. Storytelling in advertising • Narrative structure • Rhetoric & persuasion

9. Brand communities • Designing brand communities • Social Identity Theory • Brand Tribes

Module Team (1-5)

Reading 1 Team (6-10)

Reading 2 Team (11-15)

Reading 3

1. Branding: an introduction

1 Hatch, M. J., & Schultz, M. (2008). Taking brand initiative: How companies can align strategy, culture, and identity through corporate branding. John Wiley & Sons. Chapter 2

6 Keller, K. L. (2003). Understanding brands, branding and brand equity. Interactive marketing, 5(1), 7-20.

11 Lewnes, A., & Keller, K. (2019). 10 principles of modern marketing. MIT Sloan Management Review.

2. Functional branding

2 Mootee, I. (2013). 60-minute brand strategist: the essential brand book for marketing professionals. John Wiley & Sons. Chapter 3

7 Glanfield, K. (2018). The strategic influence of branding. In Brand Transformation (pp. 46-66). Routledge. Chapter 2

12 Ries, A., & Trout, J. (2001). Positioning: The battle for your mind. McGraw Hill. (Introduction and chapter 1)

3. Emotional branding

3 Weber, L. (2019). Authentic marketing: How to capture hearts and minds through the power of purpose. John Wiley & Sons. Chapter 4

8 Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of consumer research, 24(4), 343-373.

13 Grönroos, C. (1996). Relationship marketing: strategic and tactical implications. Management decision.

4. Viral branding

4 Tellis, G. J., MacInnis, D. J., Tirunillai, S., & Zhang, Y. (2019). What drives virality (sharing) of online digital content? The critical role of information, emotion, and brand prominence. Journal of Marketing, 83(4), 1-20.

9 Möller, K., & Rajala, A. (2007). Rise of strategic nets—New modes of value creation. Industrial marketing management, 36(7), 895-908.

14 Scott, David Meerman. 2017. Strategies for Creating Awesome Content. In The New Rules of Marketing and PR , John Wiley & Sons Chapter 12

5. Cultural branding

5 Vredenburg, J., Kapitan, S., Spry, A., & Kemper, J. A. (2020). Brands taking a stand: authentic brand activism or woke washing?. Journal of public policy & marketing, 39(4), 444-460.

10 Holt, D. (2016). Branding in the age of social media. Harvard business review, 94(3), 40-50.

15 Oswald, Laura R.. 2015 Cultural Branding, Oxford University Press. Chapter 5

6. Advertising 1 Rosengren, S., Eisend, M., Koslow, S., & Dahlen, M. (2020). A meta-analysis of when and how advertising creativity works. Journal of Marketing, 84(6), 39-56.

6 Hackley, C., & Hackley, R. A. (2021). Advertising and promotion. Sage.

11 MacRury, Iain. 2009. Advertising, Taylor & Francis Group. Chapter 2

7. Creative Insight

2 Ariztia, T. (2015). Unpacking insight: How consumers are qualified by advertising agencies. Journal of Consumer Culture, 15(2), 143-162.

7 Diaz Ruiz (2021) The Insights Industry: Towards a Performativity Turn in Market Research. International Journal of Market Research

12 Stephens, Debra L.. The consumer journey, Routledge, 2016. Chapter 4

8. Storytelling in advertising

3 Dingeldei, J., Brennan, L., Parker, L., Nguyen, D., & Chorazy, E. (2020). Telling stories: the science of social media content. In Social Marketing and Advertising in the Age of Social Media. Edward Elgar Publishing. Chapter 8

8 Shane, et al. The Storytelling Edge : How to Transform Your Business, Stop Screaming into the Void, and Make People Love You, John Wiley & Sons, Incorporated, 2018 Chapter 4

13 Diaz Ruiz & Kjellberg (2020). Feral segmentation: How cultural intermediaries perform market segmentation in the wild. Marketing Theory

9. Brand communities

4 Schau, H. J., Muñiz Jr, A. M., & Arnould, E. J. (2009). How brand community practices create value. Journal of marketing, 73(5), 30-51.

9 Muniz, A. M., & O'guinn, T. C. (2001). Brand community. Journal of consumer research, 27(4), 412-432.

14 Cova, B. (1997). Community and consumption: Towards a definition of the “linking value” of product or services. European journal of marketing.

Advertising Creative strategy Storytelling Influencer marketing Recap

Branding Functional Branding Emotional Branding

Viral Branding

Cultural Branding

Groupwork part 1: Functional & Emotional Branding strategy

Groupwork part 3: Advertising & Creativity campaign

Groupwork part 2: Viral & Cultural Branding strategy

Branding section

Advertising section