Brand Management

Brand Management

Zach Thompson

Zach Thompson

• Senior lecturer in Marketing

• Experienced lecturer and consultant working internationally for many businesses and charities, assisting with digital marketing and branding

• MBA with distinction, BSc Business Management and IT (First Class Honours), PGCAPHE

• Fellow of the Higher Education Academy

• Research interests are in the areas of branding, and social psychology.

• Full member of the IDM

Brand and Line Extensions

Brand extension – Use of an established brand name to enter a new product category.

Yes!

Brand and Line Extensions

Line extension – Use of an existing brand name for a new offering in the same product category.

No!

Brand Strategy

• Full marketing criteria are attached to the brief

• As an outsider, you won’t have access to inside information related to the business

• You must therefore ensure that you: • Provide a rationale for the decisions and assumptions you

make • Utilise models, tools, theories, and industry information • Reference appropriate sources

Tutorial/Workshops

• Activities in tutorials/workshops will form a foundation and contribute toward assignment • Forms part of your research – you

decide what to include in final submission • Can share ideas/theories with others but

your strategy must be different • We will help steer you but this is your

work

Tutorials/Workshops

• Bring your questions to the online tutorials; we are not chatbots!

• You might hear: “What do you think?”. • Have an answer. Bring a solution.

Branding is:

Reputation

Promise Original

Fast

Consistent

UniquePerception

An Ad A Logo A Jingle A Symbol

A Spokesperson A Product A Slogan A Name

Is it simply:

We want the idea, the romance ‘We don’t just buy a Porsche we are buying into the lifestyle’

What is a brand?

*Received View (Allen, Fournier and Miller 2014)

“A name, term, symbol, design or a combination of these, which is used to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.”

Kotler et al 2001

American Marketing Association still defines brands as: “a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers” (AMA 1948)

Brands as mediators of meaning *Emergent Paradigm (Allen, Fournier and Miller 2014)

“Brands themselves have evolved to a new cultural platform where they serve not just as simplifying heuristics or risk reduction mechanisms for individual decision makers, but as sociopolitical ideology statements (O’Guinn & Muñiz, 2004)” Allen, Fournier and Miller (2014)

Brands are “Complex multidimensional constructs with varying degrees of meaning, independence, co-creation and scope. Brands are semiotic marketing systems that generate value for direct and indirect participants, society, and the broader environment, through the exchange of co-created meaning.” Conejo and Wooliscroft (2015, p.297)

“Powerful brands communicate their values through every point of contact they have with consumers.” White & de Chernatony (2002)

Beyond mediators of meaning

Schroeder (2017):

Brands are not only mediators of cultural meaning; they themselves have become ideological referents that shape cultural rituals, economic activities and social norms. The four brand perspectives acknowledge a shift from a focus on the brand-consumer dyad towards broader sociocultural concern

“It’s not what you do; it’s what they do with what you do” John Grant, The New Marketing Manifesto

4 Perspectives - Cs of Branding

• Corporate – strategic, managerial point of view (Balmer, 1995, 1998, 2011; Balmer and Gray, 2003; Urde et al., 2007)

• Consumer – consumer culture; brands in our day to day lives; construction of identities and self-concepts (Allen et al., 2008; Holt, 2002; Schroeder, 2015a)

• Cultural – gap between corporate and consumer approaches – heritage, history, and legacy and how these create meaning and value (Cayla and Eckhardt, 2008; Hémar-Nicolas and Rodhain, 2017; Schroeder and Salzer-Mörling, 2006; Schroeder, 2009; Urde et al., 2007; Zhiyan et al., 2013).

• Critical – brands as ethical, ideological, and political objects; critique of expansion of brands into hospitals, universities, politics, and personal lives (Jeanes 2013)

Brand

Perceptions

Relationships

Simplify Decision Making

Functional and

Emotional

Rossenbaum-Elliot et al 2018

The semiotic

brand system

Conejo and Wooliscroft 2015

Brands deliver different levels of meaning 1. Attributes – product/service: fingerprint

recognition

2. Benefits - attributes are translated into functional & emotional benefits: easier login; peace of mind

3. Values - says something about the buyer’s and/or company/brand’s values: innovative

4. Personality - brands can attract people who’s actual or desired self-images match the brand’s image: creative

But…

• You had better deliver! • Promise without delivery is extremely damaging

(Hastings 2007)

• “It’s like painting the toilet door when the cistern is broken” (Wally Olins)

Brand Execution

Brand Personality

Brand Position

The Brand Onion

Evans 2016

‘Products are created in the factory. Brands are made in the mind.’ Walter Landor

Often summarized in a Positioning Statement:

• Statement of the target audience • Description of the frame of reference (of choices in

which the brand exists)

• Point of differentiation from competitors (emotional and functional)

• ‘Certeza is the simplest water treatment method that leaves your water tasting pleasant and makes it easier to be a good mother’.

(Evans 2016)

Brand Positioning

• More detail in the coming weeks but… • If the brand were a person:

• What would it say? • How would it say it?

• The expression of the emotional point of differentiation about the brand

(Evans 2016)

Brand Personality Brand Execution Brand

Personality

Brand Position

Brand Execution

• How the brand is implemented in the real world: • Images, colours, symbols, logos, taglines, shapes,

language, feel, sound

• What the consumer experience when coming in contact

For Companies, Brands Can:

• Create a unique identity in the marketplace • Legal protection • Assist in the process of attracting consumers who,

over time, establish patterns of loyalty

• Enhance profitability • Enable the charging of a premium price

For Consumers, Brands Can:

• Provide assurances of quality and consistency

• Assist with product/service selection in a crowded environment

• Enable the identification of new products they might be interested in

How much would you pay for…

• Walmart • Vivienne Westwood • Pharrell

Williams/Grammy’s

• Unbranded • Used • Used by Scarlet

Johannson

$16

$110

$44,100

$0.21

0p

$5,300

And it works on young kids…

• How do you get kids to eat more carrots and milk?

Robinson 2007

…and Millennials

• 1/5 redheaded men between 25-34 report more female attention in the past few years

…and Adults

• $45 wine (wine 1) • $90 wine (wine 2)

• $5 wine (wine 1) • $10 wine (wine 2) • $35 wine (wine 3) • $45 wine (wine 4) • $90 wine (wine 5)

Plassman et al 2008

Questions