The ultimate brand@ax tantawy

The Ultimate
Create Your own V1.0

This Ultimate model of branding, a term
often used in business, marketing and design.

@AxTantawy, The Ultimate Brand

We attempts to present a comprehensive model of
brand. It is framed around four main ideas:

1) a brand is more than a name or symbol
2) creating a great customer experience is
the essence of good branding
3) perceptions of a brand can be measured
4) brands are a form of sign

Symbol

Brand Name
Measurement

Brand

Product Experience Perception

Customer MIND

individuals

More than a name or symbol

People speaking informally about brand
often use the term to mean the name or
symbol of a company. While this shorthand
is convenient, it misses an important truth.


Name

A brand is at least two things: Brand

a name and a perception of
what the name means. Perception

Creating a great customer experience
Of course, perception of a brand does not
arise on its own. Rather, it grows out of
experience with a product.


Experience means here any
point at which
Product experience Perception
contact is made with a
potential customer.

By controlling all the touch points, we
try to ensure that customers have a
great experience and like it.


Name

We are responsible for any item
Brand
which comes into
contact with customers.


Lets start


Symbol

Name
Symbols do not represent brands
directly; instead, symbols call to
Brand
mind the name of a brand which
in turn calls to mind an associated
perception


Symbols
can be “5 TYPES”

• graphic
• trade dress
• spokesmen
• words
• sounds


Symbol

Name Name can be:

Brand 1. existing words
2. coined words
Product Experience Perception 3. abbreviations
4. hybrids


1. Things (or ideas)
2. People (often founders) existing
3. Places (often of origin words
Ex: Dell, Ford, Masr insurance, Tala’t
Mastafa

coined
hybrids Name words

abbreviat
ions

1. analogous
Ex: Dell, Ford, Masr insurance, Tala’t 2. Arbitrary
Mastafa Ex: Ampex, Compaq, Navistar,
haircode

coined
hybrids Name words

abbreviat
ions

1. analogous
haircode

coined
hybrids Name words

1. contractions
abbreviat 2. acronyms
ions
3. Initials
Ex: Fiberglas, Intel, Mobil, Wal-Mart

1. analogous
haircode

coined
hybrids Name words

Ex: Bell Atlantic, Union Pacific 1. contractions
abbreviat 2. acronyms
ions
3. Initials
Ex: Fiberglas, Intel, Mobil, Wal-Mart

Symbol

Name

Brand
Brand
Everything is a brand .
Product Experience Perception It can grow up from anything


brands can grow out of:

• Products : Pepsi, Mo’amen
• Services: Mobinil, Citigroup
• Organizations: GE, Mansour
• celebrities
– real people : Amr Diab
– fictional characters: Bakar
• Events: El-Tahreer


• celebrities
• Events: El-Tahreer


• celebrities
• Events: El-Tahreer festival

What about
Brand Measurement ???


Symbol

Brand Name
Measurement

Brand Brand
Measurement


perceptions of a brand can be measured
and aggregated to give an overall view;
perceptions can also be correlated to various audiences


Audiences may be segmented
based on:
• Demographics
• Psychographics
• Technographics
• Interests
• Attitudes
• Usage of a product


Three terms in brand
measurement


measurement

position

measures of a brand in relation to other brands

measurement

position reach

measures of a brand in terms of numbers of people
affected

measurement

position reach reputation

measures of a brand in terms of attributes that
people assign to it

See more about
“Brand Measurement methodology”
@slideshare.net/AbdulrhmanTantawy


Symbol

Brand Name
Measurement

Brand
Perception


Symbol

Brand
Measurement
Name brand perception is
Brand
the audience expectation
achieved by the brand’s
management team;
sometimes thought of as brand image


Symbol

Brand Name
Measurement

Brand
Brand perception developed

throw individuals
individuals


Symbol

Brand Name
Measurement

individuals compare their needs
Brand
with their expectation of one or
more brands in a category;

individuals


Needs VS Expectation
Which brand most closely matches their needs ??



If match
“purchase”
“Join”
“adopt”
“use”
“display”


If match if there’s not a
“purchase” match,
“Join” “they may look for
“adopt” new options or
“use” modify their
“display” expectations”

Are there any other factors influence individuals ??


What about the “external systems” !!


external systems
play a role in shaping individual’s

values goals needs expectations


Next example of some External
Systems we should consider


1
cultural systems such as
• language
• political systems
• economic structures
• available technologies


1 2
cultural systems such as the physical environment
• language such as
• political systems • natural resources
• economic structures • weather
• available technologies • disasters


1 2 3
cultural systems such as the physical environment human needs such as
• language such as • physiological
• political systems • natural resources • safety and security
• economic structures • weather • belongingness and
• available technologies • disasters love
• esteem
• cognitive
• aesthetic
• self-actualization


Symbol

Brand Name
Measurement

Brand

experience
frustrate, satisfy or delight

individuals


Symbol

Brand Name
Measurement

Brand while experience shapes perception
perception also shapes experience

individuals


likewise an individual’s values, goals,
needs, and expectations also shape
perception of experience;

for example:
in a blind taste test Pepsi beat Coke
in a labeled test Coke beat Pepsi


Two Types of Experience


1. direct experience
considering a purchase
visiting a point of sale
purchasing a product
setting up the product
using the product
maintaining the product
displaying the product


2. indirect experience
what friends say
what experts say
what competitors say
what the we say
e.g., ads, PR
how others use the product
e.g., buy, display, etc.
how others react
to display of the product


Contact


brand building begins at any
point of contact with a potential
customer

Contact


brand building begins at any
point of contact with a potential
customer

Contact

leaving any contact to chance
creates a risk of a poor experience


Symbol

Brand Name
Measurement

Product Experience
Brand

Perception
Product
individuals


Symbol

Brand Name
Measurement
product is used here in a broad sense
Brand and incorporates the traditional four
Ps of marketing: product, price,
placement, and promotion

individuals


Read more about product branding in

“The Magic of 4Ps”
@slideshare.net/AbdulrhmanTantawy


Product
OR
Brand?


a product may be related to
more than one brand


But brand with only one perception…


Four types of

“product brand relationship”


1. under a homogeneous
master brand

2. in a mixed brand employed where products change
family
frequently and must work together
3. in a heterogeneous IBM, Microsoft, Sony
brand system

4. as a co-brand


master brand

2. in a mixed brand which may indicate confusion about
family strategy
General Motors’ brand family
3. in a heterogeneous Buick, Chevrolet, GM Truck, Saturn
brand system

4. as a co-brand


master brand
employed for commodities to increase
2. in a mixed brand shelf space and sales
family
for example, Proctor & Gamble makes
3. in a heterogeneous both Tide and Cheer but does not
brand system identify them as coming from P&G

4. as a co-brand


1. simple co-brand
Egypt Air - Star alliance
master brand
2. an ingredient brand
2. in a mixed brand Intel Inside on a Compaq Computer
family 3. a source brand
Made in Japan
3. in a heterogeneous 4. an confirmationbrand
brand system ISO-9002
5. a compatibility brand
4. as a co-brand MacOS


acknowledgements
Reference Omar Soliman
Tantawy Laptope Mohamed Hassan Mabrouk
Dubberly Design Office, Hugh Dubberly Mustafa Hamalawi
22 immutable laws of branding, Jack trout Martin Luther King

The ultimate brand@ax tantawy

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