This document outlines the agenda for a workshop on brand psychology hosted by Drs. Pamela Rutledge and Jerri Lynn Hogg. The workshop will cover topics such as defining brands and branding, analyzing different types of brands using archetypes and templates, and conducting brand research. Attendees will participate in exercises to analyze brands like Nike and discuss implications. The goal is to provide a collaborative space for research and discussion of psychological aspects of brands.

1. BRANDPSYCHOLOGY
Dr. Pamela Rutledge
prutledge@fielding.edu
@pamelarutledge
Dr. Jerri Lynn Hogg
jhogg@fielding.edu
@hoggjl
Fielding Graduate University 2015 National Session Chicago
​ A
collaborative
research
workshop

2. 2|
Agenda • 9:30am
–
10:30am
• Introduction
&
purpose
• What
is
a
brand?
• Exercise
1
• What
is
branding?
• Brand
equity
• 10:30am-­‐10:45am
-­‐
Break
• 10:45am-­‐12:00pm
• Types
of
brands
• Brand
analysis
• 12:00pm-­‐1:30pm
–
Lunch
• 1:30pm-­‐2:30pm
• Brand
analysis
reports
• 2:30pm
–
2:45pm
–
Break
• 2:45pm-­‐3:30pm
• Brand
research:
Spire
• 3:30pm
Retreat
to
bar

3. 3|
www.brandpsychologyresearch.com

4. 4|
What is a Brand? § Traditional
definition:
§ Includes
things
like
a
name,
a
term,
symbol,
or
design
§ Something
that
differentiates.

5. THESOURCEOF
ALLBRANDS

6. EXERCISE

7. WHATDIDYOUSEE?

9. 9|
Brand Influences
(or What You Shoot
in the Dirt)
§ Identity
§ Beliefs/mental
models
§ Group
affiliation
§ Social
influence
§ Previous
experience
§ Environmental
influences
§ Instinct
§ Motivation

10. 10|
Go Back to Nike Brand
images:
§ Images
tell
stories
§ Implicit
Narratives
§
Who
is
the
hero?
§
What
is
the
story
about?
§ Elements
to
look
for:
§ Identity
§ Ability to achieve
§ Self representation
§ Motivation
§ Meaning
§ Aesthetics
§ Instinct
§ Emotion
§ Affiliation
§ Archetype
coherence

11. 11|
TRIGGERINGMEANING ACHIEVEMENT
STABILITY
INDEPENDENCE &
FULFILLMENT
BELONGING &
ENJOYMENT
Ruler
Outlaw
Hero
Magician
Everyman
Lover
Jester
Caregiver
Creator
Innocent
Sage
Explorer

12. 12|
Brand Equity § What
is
brand
equity?
§ Goal
is
to
get
more
§ Message
coherence
§ Archetype
consistent
§ Message-­‐audience
links
§ How
do
you
kill
it?

13. 13|
http://on.cc.com/1rQjRPX
http://thecolbertreport.cc.com/videos/regxdh/millennial-generation-soup-campaign

14. BREAK

15. 15|
BrandAnalysis:
Apple
BRAND:
Apple
Archetype Target Goal Message Message
Window

16. 16|
Types of Brands § Familiar
§ New
§ Products
§ Services
§ Non-­‐profits
§ Politicians
§ Organizations
§ Ideas
§ Individuals

17. 17|
Exercise:
BrandAnalysis
§ Draw
brand
type
from
“hat”
§ Use
template
for
planning
§ Write
up
short
report
for
blog
summarizing
template
§ Deliver
5
minute
report
to
class
for
discussion

18. 18|
BrandAnalysis
BRAND
Archetype Target Goal Message Message
Window

20. https://www.youtube.com/watch?v=V8qxlpY68xs&feature=youtu.be

21. 21|
BrandAnalysis
Reports
§ 5
minute
limit

22. REPORTS
What
can
we
learn
from
different
brand
types?

23. BRANDRESEARCH

24. 24|
https://www.youtube.com/watch?v=DY4OW8O7mNc

25. 25|
Brand Research
Plan
§ Review
the
problem
statement
§ Define
the
research
objectives
§ Review
relevant
research
§ Select
the
research
design
§ Design
the
research
instrument
§ Collect
the
data
§ Analyze
the
data
§ Implications
of
the
results

26. THANKYOU!
Dr. Pamela Rutledge
prutledge@fielding.edu
@pamelarutledge
Dr. Jerri Lynn Hogg
jhogg@fielding.edu
@hoggjl
Fielding Graduate University 2015 National Session Chicago