George rossolatos seminar on branding, brand equity, brand semiotic models and research methods part 1

George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
Ref.ppt Date
Agenda- Day 1
• Key branding concepts
• What is brand planning?
• Marketing brand planning conceptual models
• Branding research methods
• Emerging marketing perspectives and research methods in branding
research
• Brand equity in focus: Concepts and research methods
• Semiotic perspectives on branding
• Literature gaps in brand equity research and the contribution of the brand
trajectory of signification
• Q&A

Ref.ppt Date
Agenda- Day 2
• Literature gaps in brand equity research and the contribution of the brand trajectory of
signification
• From the generative trajectory to the brand generative trajectory
of signification
• The levels, morphology and syntax of the generative trajectory
of signification
• The brand generative trajectory of signification
• Rhetorical operations and figures: The missing links in the brand trajectory of signification
• Brand equity semiotically revisited: Linguistic value as the semiotic counterpart of brand
equity
• Methodology: A qualitative research design facilitated by quantitative content analysis and
multivariate mapping techniques
• 9-step methodological framework for projecting a brand equity structure at the encoding
stage of an ad filmic text
• Content analysis
• Case-study: Projecting the brand equity structure of the major UK Cereals brand players
• Consolidated equity metrics
• In quest for patterns of differential semic-cum-rhetorical ad textual configurations
• Areas for further research
• Q&A

Ref.ppt Date
What are brands? The marketing perspective
 A name, term, sign, symbol, or design, or a combination of them,
intended to identify the goods and services of one seller or group of
sellers and to differentiate them from those of competitors (AMA)
 Intangible assets that produce added benefits for the business
(Kapferer)
 Powerful entities because they blend functional, performance-based
values with emotional values (De Chernatony)
 A complex symbol, the intangible sum of a product’s attributes, its
name, packaging and price, its history, reputation, and the way it is
advertised (Ogilvy)

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What are brands? The semiotic perspective
• “A brand is a sign in the semiotic sense. It stands for something other
than itself in some meaningful way” (Danesi)
• Logico-semantic simulacra (in line with Greimas)
• Constellations of different morphological components
• Motivated signs hanging together in self-referential discourses
through unique syntactical configurations
Rossolatos
A brand is more than a product
Aaker

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Key branding concepts: Brand identity
 Brand identity is a unique set of brand associations that the
brand strategist aspires to create or maintain.
 A brand identity structure consists of a core and an extended
identity
 Core identity
 The central, timeless essence of the brand or least likely to undergo
changes in line with shifts in market / competitive dynamics
 The locus of core brand associations
 Enduring meaning patterns
 Extended identity
 Peripheral brand associations
 More likely to change in line with or in response to shifting market and
consumer dynamics
Aaker
Examples of core brand identity
 McDonald’s: Consistent product quality and customer service
across selling points on a global scale
 Coca-Cola: Quenches thirst
 Michelin: Advanced-technology tires for the driver who is
knowledgeable about tires
 Johnson & Johnson: Trust and quality in OTC medicine

Ref.ppt Date
Key branding concepts: Brand personality
 A metaphorical way of conceptualizing a brand
 “The set of human characteristics associated with a given brand,
from gender, age to warmth, concern” (Aaker)
 Who would a brand be if it were a person? An animal? A car?
 Forging closer bonds with consumers by attributing
anthropomorphic features to a brand
 Example: Tony the tiger (Kellogg’s Frosties)
 User personality (existing or ideal)
 Example: Marlboro man, endorsers
Key branding concepts: Brand personality
 A metaphorical way of conceptualizing a brand
 “The set of human characteristics associated with a given brand,
from gender, age to warmth, concern” (Aaker)
 Who would a brand be if it were a person? An animal? A car?
 Forging closer bonds with consumers by attributing
anthropomorphic features to a brand
 Example: Tony the tiger (Kellogg’s Frosties)
 User personality (existing or ideal)
 Example: Marlboro man, endorsers

Ref.ppt Date
Key branding concepts: Intended vs. (pe)received
positioning
• Positioning is not what you do to a product, but what
you do to the mind of the prospect (Ries & Trout)
• Intended brand positioning is equivalent to the
projection of brand associations
Key branding concepts: Brand Image
• “Despite research agreement on the importance of image, the term is used so
inconsistently that no two researchers are necessarily talking about the same
phenomenon” (Stern).
•“Inconsistent usage is the root of gaps between construct definition, methodological
procedure, and focused theory development” (Dobni and Zinkhan, 1990; Keaveney and Hunt,
1992; Villanova et al., 1990).
• “Image is generally conceived of as the outcome of a transaction whereby signals emitted
by a marketing unit are received by a receptor and organized into a mental perception of the
sending unit”
“It can refer to a real-world sending entity such as a firm, product/brand, or store; it can also
refer to a psychological entity such as a pattern of beliefs and feelings in a consumer’s mind
stimulated by associations with the real-world entity; or it can refer to advertising or public
relations messages”
Consequently, the term refers to three different domains of reality
- the external world
- the consumer’s mind
- the textual intermediary between the two
•

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Key branding concepts: Brand Image
• Marketing disciplines use the same or cognate words to refer to three
different reality domains (Stern)
• tangible entities in the physical world (i.e., brands as physical entities)
• verbal and pictorial representations in the media
• mental pictures in the consumer’s mind (i.e., brand associations)
• Brand image as specific attributes that reflect brand associations
• Are these unidimensional or gestaltic constructs?
• Category image: Key image drivers, perceptual KPIs, points of parity
• Brand-specific image: Points of differentiation, unique territories for attaining
differential advantage
• Positioning = nexus of associations about a brand’s semic universe in
consumer memory linked to an expressive inventory (Rossolatos)
Key branding concepts: Core vs. peripheral brand
image attributes
• Core brand image: Attributes that a brand will always uphold, regardless of
environmental/cultural changes
• Peripheral brand image: Secondary attributes that are less important to a
brand, but essential for its enrichment
• without mitigating the integrity of core brand image

Ref.ppt Date
The branding challenge
De Chernatony
Correctly identifying and relating the two parts of the iceberg
Need for a brand grammar
that may account for how
multimodal rhetorical
transformations occur at the
intersection between these
two layers
Key branding concepts: Brand Equity (the pinnacle of
branding)
 “A set of brand assets and liabilities linked to a brand, its name and
symbol that add to or subtract from the value provided by a product or
service to a firm and/or that firm's customers” (Aaker/AMA)
 “Customer-based brand equity occurs when the consumer has a high
level of awareness and familiarity with the brand and holds some
strong, favorable and unique brand associations in memory” (Keller)

Ref.ppt Date
Key branding concepts: Brand Equity (the pinnacle of
branding)
 “A set of brand assets and liabilities linked to a brand, its name and
symbol that add to or subtract from the value provided by a product or
service to a firm and/or that firm's customers” (Aaker/AMA)
 “Customer-based brand equity occurs when the consumer has a high
level of awareness and familiarity with the brand and holds some
strong, favorable and unique brand associations in memory” (Keller)
BRAND EQUITY
THE ULTIMATE CHALLENGE OF BRANDING
Building and maintaining strong brands through
strong, unique, favorable brand associations in
consumers’ minds.
Nestle in 1988 paid 8 times the net assets worth of Rowntree for acquiring
the brand
Why brand strength matters?
 A strong brand can drive sales growth by increasing the ability of a business to
attract new customers and to retain existing ones.
 A strong brand can increase margins by commanding a price premium over
competitors (Starbucks and Pringles).
 Brands with strong bonds to consumers create barriers for entry to competitors;
consumers will be reluctant to switch to new players, even when their products and
services are of equal or higher quality.
 A strong brand can ease entrance into new categories. Consumers know what to
expect from a product with a brand name like GE or Samsung. They will recognize
and trust the brand name in a new context.
 Suppliers are more willing to work with companies that have a strong brand
reputation.
 Companies with strong brands have the option to minimize investment costs and
risks when extending into new areas by licensing the brand to a third party and
getting royalties in return (The Gap).
 A strong brand can protect against downturns. Brand loyalists are more likely to
stay with them through tough times. The reputation of brands such as Coca-Cola and
Johnson & Johnson’s Tylenol enabled them to recover quickly from adverse publicity.
(Hollis)

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