9. The brand is more than a name
The brand is more than to be
identified with a sector or category
The brand is more than a vague
assessment of quality, tradition and
trust
10. The brand is more than just a
name with more or less
awareness or just a fortunate
logo ...
11. A brand is …
It is a meaningful and structured perception in
the consumer's mind, capable of triggering
spontaneous associations of ideas that
influence the consumer transaction process
with a product or service
12. Memories that support opinions
that influence decisions
The brand interferes with
consumer value judgments...
13. A brand is a credible assurance
and sets us apart from all the
"noise" around us
14. The primitive function of the brand
To reduce the uncertainty ...
o Buying is to decide, deciding is to risk.... It is an
experience conflict between desire and fear to
frustration
o The purchase is "unsafe" in an objective or
subjective sense
The brand is primarily and essentially a transactional
reassurance
15. If a brand is not able to evoke a specific
idea or value and fails to suggest more
than platitudes is an "underdeveloped"
Brand
16. A brand is a relevant & transcendent
value
Danone Mission:
o Group DANONE helps people around the world
grow, live better and get more out of life through
tastier, more varied and healthier food products -
every day.
17. The brand should evoke what
psychological and emotional means to
me the buying transaction
... It is not the name of the offer, it is
the memorable evocation of what it
means to me.
18. Why doing branding?
A strong brand:
o Provides memorability
o Helps selling products
o Allows a "price gap"
o protects you from the competition
o Improves the efficiency of marketing and communication
o It is an intangible value and profitable asset
19. Brand functional business Task
To facilitate economic or persuasive
transactions in a relational security
environment, optimizing receiver
satisfaction and increasing the value
of the active agent in the transaction
20. The brand is the will to become
and to mean something in the
consumer's mind
The brand should always be a
proposition
21. What are the implications of doing "branding"?
Branding involves a "long-term plan" to build and
maintain a distinctive, positive and a competitive
reputation both internally and externally.
It Only could be achieved through a harmonized
and a conscious strategic approach.
22. ... Like people, brands reach their
fullness when they are self-defined
and have unique references
23. The needs pyramid
Physiological needs
Safety
News. Socials
Self Esteem
(Ego needs)
Self-fulfillment
Hygienic Factors
Social factors
MASLOW HERZBERG
24. The pyramid of differentiation
Trustworthy
Healthy
Good Value
Tradition
High Quality
Cares about costumers
Trendy
Carefree
Friendly
PrestigiousOriginalStylish
Different Distinctive
A Leader
High Performance
ProgressiveDynamic Innovative
SUBSTANCE
EMOTION
ENERGY
VIEW
WISDOM
Unique
Reliable
27. Strategic Arquitectural
Model cornerstones
Brand intelligence:
o Defining brand entity & self
o Management of perceptual dimensions
Brand Outputs
o Outputs transactions through which the brand achieves its
deliverable as brand and meets expectations
Brand Channels:
o The path that connects the brand to establish dialogue and
links
33. Brand
DELIVERY
THE FACTS
The promise that the
brand makes the
consumer.
The power to
generate business
for the company
through a different
proposal that is
relevant in the
consumer's mind.
34. Brand
SELF
THE MEANING
The deepest value of the
brand (symbolic and
metaphorical) with ability
to connect with the mind
and life of the consumer.
37. The culmination of the development
efforts of the brand, it is related to the
customer experience
knowledgeknowledge
EsteemEsteem Reputation, respect and
consideration for the consumer: it
relates to the fulfillment of the
promise perceived by the consumer
relevancerelevance
How appropriate is the brand for
consumers. It relates to the use and
integrates the 5 P of the marketing
mix, it is directly related to the sale
differentiationdifferentiation The reason for the brand. The base
consumer choice
Brand stature
Brand vitality
How do we build brands?
38. D R E K
D R E K
D R E K
High
Low
HighLow
Declining
Leadership
D R E K
New
Niche
BRAND DIMENSION
(Esteem and Familiarity)
BRANDVITALITY
(DistinctionandRelevance)
Challenger
Mistaken
Process of growth and brand crisis
45. Health
Kids/ Teens
Health
Healthy
Deserts
Basic
Health
Active
Health
Growth
Guardian angel
Best yogurt in
the world
Don’t Stop
Champions
Healthy
Snack
It recharges
you
Danone bodies
You will work
better
It renews you
It protects your
defenses
Energy to eat up
llife
Restoration of
traditions
It provides
you more
Smoothness
Low acidity
Selected fruit
Enjoy taking care
of yourself
With the Master’s
secret
49. ... any rational decision to
be operational involves
emotions or "concerns".
No decision can be fully
objective and emotional or
sentimental involvement
50. any proposal for the leading brands
(cognitive & persuasive) should be linked
to a relevant field of emotional impact
helping to establish a lasting connection
with consumers
51. Propietary emotion
Appropriate emotion/ significant / agent of purpose
Argumentative Structures
Deliveries – benefits – Structures or concepts
Cognitive Foundations
Attributes – meaning links– “evidences”
52. Do we know how to talk
with the feelings of the
consumer?
53. Do we manage fear
and the sense of
vulnerability?
54. Do we know how to
manage the joy and
extraversion, the
feeling of
achievement and
progress about
themselves or others?
62. Virgin
Believes that the interests of ordinary people are
abused by big, faceless, monopolistic corporations
Stands up for the little guy …and has a bit of fun in
doing so
63. Colgate
Believes that people can face
the world with more
confidence if they know they
have a healthy mouth
Uses the power of scientific
knowledge to keep your mouth
in perfect health
64. Apple
Apple believes the power of individuality should
triumph
So its entire culture is designed to challenge the
traditional way
65. Mercedes
Mercedes believes that precision is the key to
control in life
It sets the quality standard for German engineering
in the cars it builds
66. BMW
BMW believes life should be lived with heightened
emotions
So it strives to create the ultimate driving pleasure
67. Sony
Sony believes that we are all dreamers who like to
let our imagination play
It designs products to ensure the ‘play’ button
delivers entertainment that is always a few steps
ahead of your imagination
68. Body Shop
Believes that cosmetics industry has become a
parody of the selfish Superficiality of the well-to-do
So it embraces a down to earth, societally conscious
approach to be more inclusive
70. "In the factory we manufacture
products, in the stores we sell
hope“
Charles Revson , fundador de Revlon
71.
72. Behind Starbucks there is a powerful theory
Third place theory
o Working ... Home .. and Starbucks
o A romantic -evocative touch
o affordable Luxury
o An urban oasis
o Casual social interaction
A fully reinvention of coffee experience
A total experience of 360 º, capable of enriching people
("personal growth")
An ideology by itself, which imposes itself as a reference point
73. The centrality of the
consumer is the key today
…and it means "visualize" a
more demanding consumer,
impulsive and obsessed with
getting more value for
money
74. How can we renovate or
reinvent our relationship?
80. It's about creating "feeling"
Suggestion that evokes a feeling, an emotion
Through product design and space
With Settings that evoke a feeling ... A Mood ... An
emotion…
87. Suggest an active change ...
It invites us to live a change
it proposes physical changes that change our view
it proposes new behaviors or lifestyles
it calls to action.
92. It suggests new relationship alternatives
It allows or changes the way you relate to others
It involves connecting with other people
It provides a sense of belonging
It Creates user communities
103. | VINIZIUS/ YOUNG & RUBICAM
•“Customer centrics”
•Own brand to the limit
•Service
•There is only one
manager... The
Consumer
•Devoted ... Trained...
118. Essential Concepts
Brand is not just a name or trademark
o Brand is a meaningful system of values and associations
that is strongly identified or attached to signals and
representatives
o Brand is a prejudice: spontaneous associations that
simplify our judgments
o Brand is a human profiling of objects and organizations
o Brand is a promise
All audiences create branding perceptions through
mental associations . A branding process intends to
well manage such associations
119. Relevance of the “branding approach
Branding consistency amongst product lines and technological
platforms is a major competitive advantage. Extend such
consistency means growth, value and competitiveness
Branding extension is a business practice, not only a
marketing and communications discipline.
There is not a clear corporate branding business approach, if
it not based on a suggestive business vision with a consistent
branding focus
120. Develop a Consistent brand perception
Setting “brand basics” or “brand cornerstones”
Corporate Communication strategy should always address
the perceptual values associated with the brand basics
A Perceptual Goal
121. Brand Basics : Brand Essence
Could you define a value associated with
your corporation?
Is it a socially and individually relevant and
widely valuable?
122. Defining a brand essence builds “perceptive
consistency” and synergy of communications
Integrate and associate products, services, lines of business
and sub-brands
A BRAND STANDS FOR VALUES,
IDEAS AND VISIONS
123. Brand Essence
A substantive and long term commitment associated
with highly relevant values (socially and individually)
Brand essence is linked to business growth drivers
Brand essence is more than an idealistic statement
129. Brand essence is an abstracted and conceptual
definition base on :
o Corporate facts
o Corporate ambitions
o Corporate threats
o Corporate environment
Always should address critical issues for business
performance
At the end, should be a moving message , able to
built consensus
131. The brand is the will of being and meaning something
in the consumer's mind.
Brands should always be a proposition, related to
a meaningful insight
132. If a brand is not able to invoke a specific idea or value and
it fails to suggest more than fuzzy things, it becomes an
"underdeveloped" brand.
Meaningless awareness is a waste of money.
133. Branding of a city should involve a "long-term plan" to build
and maintain a distinctive, positive and competitive
perceptions, both internally and externally.
134. The mastery of branding is knowing to laddering
from matter into meaning
135. …We should believe in the power of
brand beliefs:
because the views and beliefs of successful brands
connect with fundamental human emotions and
truths.
136. People actively shape brands today.
Participation and social networks are essential
in shaping and managing brands.
137. Knowledge and empathy for people is the only thing that
cannot be copied, manufactured
or become a commodity
137
138. brands might become demobrands:
spaces constantly meeting and dialoguing with public.
Demobrands that can be defined as "meanings in common", in which
the owner of the brand and its target co-manage the shared meanings.
139. The branding is also a light-weight form of power and influence.
It is a kind of "soft power“, because it allows to seduce wills without
coercion;
a very important form of power in a multilateral and fragmented world