This document discusses five approaches to naming a brand portfolio:
1. Keeping names simple for ease of use and familiarity.
2. Using distinct sub-brands to meet different customer needs.
3. Creating clear relationships between products to guide customers.
4. Naming products for specific occasions of use.
5. Allowing customers to guide the naming through natural preferences.
In this presentation, Rolf Wulfsberg, global director of quantitative research at global strategic branding and customer experience firm Siegel+Gale answers the following questions critical to CMOs and brand managers:
- What is fact-based branding?
- What is the compelling truth of your brand(s)?
- How can you predict ROBI in advance of implementation?
- What are warning signs of potentially "bad" research?
The document provides guidelines for naming new products and product lines. It discusses evaluating the product's appearance, purpose, values, and trademark potential when choosing a name. Names should imply the product's function and values to customers. The document also gives tips for creating memorable names, such as using alliteration, morphemes, or alternative spellings. It establishes naming conventions for line extensions that differ in width, depth, height, or circumference. Line extensions are distinguished using suffixes like "Wide" or numeric depths. The document states that products with different configurations require review by product teams to determine new names.
Siegel+Gale's Global Director of Research Insights Lisa Bertelsen and Global Director of Naming Nik Contis co-presented the session "What’s In a Name? Unlocking powerful brand names through market research" at MRA 2012 Annual Conference and Expo. The session looked at naming from the perspective of a market researcher and seasoned "namer," offering guidance on name evaluation and research design.
Siegel+Gale at CEA: Creating Strong Brands Through Stories and ExperiencesSiegel+Gale
This document discusses creating strong brands through stories and experiences. It introduces the branding and strategy firm S+G, noting their 9 global offices and 255 senior practitioners. Three essential principles for branding are outlined: 1) Unite the company around a clear sense of purpose, 2) Define a clear, credible and compelling brand promise, and 3) Bring the brand story to life consistently across all touchpoints of the customer experience. The presentation emphasizes that brands are now defined by the total customer experience rather than just products or communications.
Naming Architecture: A Blueprint for Portfolio SimplicitySiegel+Gale
This document discusses naming architecture and how it leads to portfolio simplicity. It provides examples of how naming architecture involves modeling a company's portfolio, establishing name selection criteria, developing naming frameworks, and creating internal guidance. The examples demonstrate how naming architecture was implemented at Aetna, Motorola, and Memorial Sloan Kettering Cancer Center to simplify their portfolios and reinforce their brands through more consistent naming.
Brand Acumen is a global brand naming agency based in New York that specializes in innovative brand name development. It operates out of its Chelsea Market location and takes a creative, culture of innovation approach to the naming process. The agency uses a tri-fold process including landscape analysis, name development through ideation exercises, and market research validation to create profound brand identities through names. Some of its clients and naming case studies highlighted include Microsoft's Xbox, Cadillac's Escalade, and Roche Pharmaceuticals' Xenical.
Brand strategy - process and architecturesue woodward
Developing a brand requires clear thinking when it comes to selecting and deciding upon a brand name, an understanding of process and suitable architecure that will fit with the overall corporate strategy.
This document outlines a methodology for developing a brand architecture for a company. It discusses assessing the current brand portfolio, developing hypotheses for the future architecture, validating the hypotheses through research, and creating a strategy and migration plan. Key deliverables include brand assessments, alternative architecture frameworks, research findings, the final architecture, and a plan to transition the portfolio to the new architecture. The goal is to strategically organize the company's brands to increase clarity, realize synergies, and strengthen brand equities.
In this presentation, Rolf Wulfsberg, global director of quantitative research at global strategic branding and customer experience firm Siegel+Gale answers the following questions critical to CMOs and brand managers:
- What is fact-based branding?
- What is the compelling truth of your brand(s)?
- How can you predict ROBI in advance of implementation?
- What are warning signs of potentially "bad" research?
The document provides guidelines for naming new products and product lines. It discusses evaluating the product's appearance, purpose, values, and trademark potential when choosing a name. Names should imply the product's function and values to customers. The document also gives tips for creating memorable names, such as using alliteration, morphemes, or alternative spellings. It establishes naming conventions for line extensions that differ in width, depth, height, or circumference. Line extensions are distinguished using suffixes like "Wide" or numeric depths. The document states that products with different configurations require review by product teams to determine new names.
Siegel+Gale's Global Director of Research Insights Lisa Bertelsen and Global Director of Naming Nik Contis co-presented the session "What’s In a Name? Unlocking powerful brand names through market research" at MRA 2012 Annual Conference and Expo. The session looked at naming from the perspective of a market researcher and seasoned "namer," offering guidance on name evaluation and research design.
Siegel+Gale at CEA: Creating Strong Brands Through Stories and ExperiencesSiegel+Gale
This document discusses creating strong brands through stories and experiences. It introduces the branding and strategy firm S+G, noting their 9 global offices and 255 senior practitioners. Three essential principles for branding are outlined: 1) Unite the company around a clear sense of purpose, 2) Define a clear, credible and compelling brand promise, and 3) Bring the brand story to life consistently across all touchpoints of the customer experience. The presentation emphasizes that brands are now defined by the total customer experience rather than just products or communications.
Naming Architecture: A Blueprint for Portfolio SimplicitySiegel+Gale
This document discusses naming architecture and how it leads to portfolio simplicity. It provides examples of how naming architecture involves modeling a company's portfolio, establishing name selection criteria, developing naming frameworks, and creating internal guidance. The examples demonstrate how naming architecture was implemented at Aetna, Motorola, and Memorial Sloan Kettering Cancer Center to simplify their portfolios and reinforce their brands through more consistent naming.
Brand Acumen is a global brand naming agency based in New York that specializes in innovative brand name development. It operates out of its Chelsea Market location and takes a creative, culture of innovation approach to the naming process. The agency uses a tri-fold process including landscape analysis, name development through ideation exercises, and market research validation to create profound brand identities through names. Some of its clients and naming case studies highlighted include Microsoft's Xbox, Cadillac's Escalade, and Roche Pharmaceuticals' Xenical.
Brand strategy - process and architecturesue woodward
Developing a brand requires clear thinking when it comes to selecting and deciding upon a brand name, an understanding of process and suitable architecure that will fit with the overall corporate strategy.
This document outlines a methodology for developing a brand architecture for a company. It discusses assessing the current brand portfolio, developing hypotheses for the future architecture, validating the hypotheses through research, and creating a strategy and migration plan. Key deliverables include brand assessments, alternative architecture frameworks, research findings, the final architecture, and a plan to transition the portfolio to the new architecture. The goal is to strategically organize the company's brands to increase clarity, realize synergies, and strengthen brand equities.
This document discusses brand management and brand architecture. It begins by defining key terms like brand architecture and sub-brands. It then examines different brand hierarchy structures and strategies like product range brands, umbrella brands, and endorser brands. Examples are provided to illustrate each strategy. The document also discusses considerations around brand extensions, alliances, and portfolios. Risks of overstretching a brand or confusing consumers are noted.
Seroka is a certified brand strategy firm that guarantees to grow clients' businesses. They specialize in manufacturing, healthcare, and mortgages. Seroka uses a proprietary brand assessment and discovery process taught at Northwestern to uncover evidence of a client's distinction, ensure brand messaging aligns with their identity and purpose, and develop strategies that boost metrics like price premiums, retention, and conversions.
This document discusses branding and identity development services provided by a product innovation firm. The firm helps define brands through exploring meaning, values, and goals to develop clear visual and written brand guidelines. These guidelines then shape how the brand is manifested in elements like naming, packaging, printed materials, and 3D objects. The firm takes a holistic approach to ensure the brand experience remains consistent across all touchpoints.
The document outlines a proposed framework for developing and managing a brand architecture for Company X. It discusses developing a portfolio strategy, positioning brands, and defining the relationships between a master brand and other product or service brands. It proposes assessing the current state, developing hypotheses for a new architecture, selecting an optimal architecture strategy, and creating tools to manage migration to the new architecture. The goal is to evolve Company X's brand management as it moves into higher-value solutions.
This document summarizes brand architecture and strategies for maximizing the value of a brand portfolio. It defines brand architecture as how companies organize, manage, and market their brands. Effective brand architecture aligns with business goals and market dynamics. The document outlines strategies like relationship mapping, pooling, trading, partnerships, consolidation, and acquisition to strengthen relationships between brands and identify opportunities to increase portfolio value from a customer perspective.
Brand Architecture Toolkit: Optimizing the Portfolio for Growth 4.29.19Carol Phillips
Completely UPDATED version of our earlier Toolkit. Is your brand portfolio easy for customers to navigate? Helping you prioritize your investments? Learn how to organize brand assets to help your business grow.
The document discusses the key differences between naming a company versus naming a product. While the overall naming process is similar, company naming involves more senior level stakeholders, aims to accommodate potential shifts in business focus over the long term, and requires an available .com domain name. As a result, company names tend to be more abstract, coined terms rather than descriptive words, in order to satisfy these unique constraints. Product names on the other hand can be more specific since they do not need to accommodate business changes and are supported by an established corporate brand.
An overview of the types of brand architecture. A brand architecture needs to align to the corporate's overall brand strategy. It needs to be robust and have the ability to grow and adapt.
The document provides an overview of branding concepts and best practices. It discusses what brands are, key elements of brands like visual and verbal identity, brand positioning, architecture, experience, valuation, protection and management. It also covers topics like services branding, corporate branding, guidelines for good brand management, what makes brands great/lose their way, brand-building skills, and integrating brand communication. Globalization opportunities for brands and branding places/nations are also summarized.
Credentials Brand Architecture Systems Brand Acumen
This document outlines the stages of a brand architecture and service brand strategy project. It lists several large company clients and then describes the stages as: conducting a brand audit and discovery; developing a brand strategy along with service brand strategies through stakeholder consensus on brand architecture and values; and designing the group brand and individual service brands through visual expression and implementation guidelines to maintain standards.
This document outlines the stages of a brand architecture and service brand strategy project. It lists several large company clients and then describes the stages as: conducting a brand audit and discovery; developing a brand strategy along with service brand strategies through stakeholder consensus on brand architecture and values; and designing the group brand and individual service brands through visual expression and implementation guidelines to maintain standards.
The document discusses various aspects of branding, including brand architecture, logo design, brand names, and taglines. It describes the three main types of brand architecture as monolithic, endorsed, and pluralistic. It also outlines the four main types of logos as wordmarks, symbols, combination marks, and emblems. Additional topics covered include qualities of effective brand names, types of brand names, and how taglines capture a company's essence.
Before selecting a name, logo, product label or other branding elements, speak to trade mark law professionals who do it for established brands. You will be surprised what you don't know and the range of future business costs and hassles you can avoid. Call us for a chat.
Best Practices in Brand Portfolio StrategyFullSurge
A tutorial workshop on the best practices in brand portfolio strategy prepared for and facilitated on behalf of The Institute for the Study of Business Markets (ISBM).
This was a webinar conducted for ISBM members to help them understand the key components that comprise a brand portfolio strategy, and how these components relate to and inform brand architecture decision-making. This requires developing a thoughtful brand portfolio strategy; one that defines the optimal number, scope and strategic role for each brand within the portfolio. The webinar leverages best practices, guiding principles, and real-world examples.
Lean Branding: Positioning your early-stage company for success - MaRS Best P...MaRS Discovery District
Mary Jane Braide will highlight branding essentials for start-ups and social enterprises in the early stages of development. It’s never too soon to establish a clear value proposition and your positioning—even if it feels like everything is in a state of flux!
The document discusses various aspects of branding, including definitions of branding, brands, and brand identity. It defines branding as a holistic approach to a company's positioning, customer interactions, and operations based on its values. Branding aims to establish a unique name and image for a product/service and a differentiated presence in the customer's mind. It discusses the importance of consistency across all touchpoints like packaging, websites, etc. It also summarizes three types of brand architecture: monolithic, endorsed, and pluralistic. Finally, it covers different types of logos and important characteristics of strong brand names.
This document provides a summary of a presentation on brand valuation fundamentals by Dr. Rajesh Ingle at UWI on September 26th, 2015. It discusses key concepts in brand valuation including the desire, willingness, ability, and awareness of consumers. It also outlines factors that contribute to the prosperity of brands such as innovation and consistency, and mistakes that can lead to the decline of brands like arrogance, greed, and complacency. The document also provides examples of large acquisitions where most of the purchase price was for brand value and goodwill.
The document provides an overview of branding concepts and templates for developing a personal brand. It includes templates for documenting key brand components such as personality, promise, positioning, associations, skills, and benefits. An example is provided of how these components could be applied to brand a police officer. The document emphasizes that a strong personal brand provides a clear, differentiated message that is memorable and compelling to potential employers.
This document discusses key elements in building sustainable brands:
1. Brands should create new categories through divergence rather than extending existing brands or converging categories. Red Bull created a new energy drink category through divergence.
2. Strong brands provide a "badge of origin" with a recognizable visual identity supported by the company's mission and values to create trust.
3. Brands must deliver on their "promise of performance" by aligning products, communications, and employees to meet customer expectations across all touchpoints.
4. While global brands offer scale, local brands may emerge stronger if localization reconnects with local consumer lifestyles rather than just promoting a Western lifestyle.
This document discusses brand management and brand architecture. It begins by defining key terms like brand architecture and sub-brands. It then examines different brand hierarchy structures and strategies like product range brands, umbrella brands, and endorser brands. Examples are provided to illustrate each strategy. The document also discusses considerations around brand extensions, alliances, and portfolios. Risks of overstretching a brand or confusing consumers are noted.
Seroka is a certified brand strategy firm that guarantees to grow clients' businesses. They specialize in manufacturing, healthcare, and mortgages. Seroka uses a proprietary brand assessment and discovery process taught at Northwestern to uncover evidence of a client's distinction, ensure brand messaging aligns with their identity and purpose, and develop strategies that boost metrics like price premiums, retention, and conversions.
This document discusses branding and identity development services provided by a product innovation firm. The firm helps define brands through exploring meaning, values, and goals to develop clear visual and written brand guidelines. These guidelines then shape how the brand is manifested in elements like naming, packaging, printed materials, and 3D objects. The firm takes a holistic approach to ensure the brand experience remains consistent across all touchpoints.
The document outlines a proposed framework for developing and managing a brand architecture for Company X. It discusses developing a portfolio strategy, positioning brands, and defining the relationships between a master brand and other product or service brands. It proposes assessing the current state, developing hypotheses for a new architecture, selecting an optimal architecture strategy, and creating tools to manage migration to the new architecture. The goal is to evolve Company X's brand management as it moves into higher-value solutions.
This document summarizes brand architecture and strategies for maximizing the value of a brand portfolio. It defines brand architecture as how companies organize, manage, and market their brands. Effective brand architecture aligns with business goals and market dynamics. The document outlines strategies like relationship mapping, pooling, trading, partnerships, consolidation, and acquisition to strengthen relationships between brands and identify opportunities to increase portfolio value from a customer perspective.
Brand Architecture Toolkit: Optimizing the Portfolio for Growth 4.29.19Carol Phillips
Completely UPDATED version of our earlier Toolkit. Is your brand portfolio easy for customers to navigate? Helping you prioritize your investments? Learn how to organize brand assets to help your business grow.
The document discusses the key differences between naming a company versus naming a product. While the overall naming process is similar, company naming involves more senior level stakeholders, aims to accommodate potential shifts in business focus over the long term, and requires an available .com domain name. As a result, company names tend to be more abstract, coined terms rather than descriptive words, in order to satisfy these unique constraints. Product names on the other hand can be more specific since they do not need to accommodate business changes and are supported by an established corporate brand.
An overview of the types of brand architecture. A brand architecture needs to align to the corporate's overall brand strategy. It needs to be robust and have the ability to grow and adapt.
The document provides an overview of branding concepts and best practices. It discusses what brands are, key elements of brands like visual and verbal identity, brand positioning, architecture, experience, valuation, protection and management. It also covers topics like services branding, corporate branding, guidelines for good brand management, what makes brands great/lose their way, brand-building skills, and integrating brand communication. Globalization opportunities for brands and branding places/nations are also summarized.
Credentials Brand Architecture Systems Brand Acumen
This document outlines the stages of a brand architecture and service brand strategy project. It lists several large company clients and then describes the stages as: conducting a brand audit and discovery; developing a brand strategy along with service brand strategies through stakeholder consensus on brand architecture and values; and designing the group brand and individual service brands through visual expression and implementation guidelines to maintain standards.
This document outlines the stages of a brand architecture and service brand strategy project. It lists several large company clients and then describes the stages as: conducting a brand audit and discovery; developing a brand strategy along with service brand strategies through stakeholder consensus on brand architecture and values; and designing the group brand and individual service brands through visual expression and implementation guidelines to maintain standards.
The document discusses various aspects of branding, including brand architecture, logo design, brand names, and taglines. It describes the three main types of brand architecture as monolithic, endorsed, and pluralistic. It also outlines the four main types of logos as wordmarks, symbols, combination marks, and emblems. Additional topics covered include qualities of effective brand names, types of brand names, and how taglines capture a company's essence.
Before selecting a name, logo, product label or other branding elements, speak to trade mark law professionals who do it for established brands. You will be surprised what you don't know and the range of future business costs and hassles you can avoid. Call us for a chat.
Best Practices in Brand Portfolio StrategyFullSurge
A tutorial workshop on the best practices in brand portfolio strategy prepared for and facilitated on behalf of The Institute for the Study of Business Markets (ISBM).
This was a webinar conducted for ISBM members to help them understand the key components that comprise a brand portfolio strategy, and how these components relate to and inform brand architecture decision-making. This requires developing a thoughtful brand portfolio strategy; one that defines the optimal number, scope and strategic role for each brand within the portfolio. The webinar leverages best practices, guiding principles, and real-world examples.
Lean Branding: Positioning your early-stage company for success - MaRS Best P...MaRS Discovery District
Mary Jane Braide will highlight branding essentials for start-ups and social enterprises in the early stages of development. It’s never too soon to establish a clear value proposition and your positioning—even if it feels like everything is in a state of flux!
The document discusses various aspects of branding, including definitions of branding, brands, and brand identity. It defines branding as a holistic approach to a company's positioning, customer interactions, and operations based on its values. Branding aims to establish a unique name and image for a product/service and a differentiated presence in the customer's mind. It discusses the importance of consistency across all touchpoints like packaging, websites, etc. It also summarizes three types of brand architecture: monolithic, endorsed, and pluralistic. Finally, it covers different types of logos and important characteristics of strong brand names.
This document provides a summary of a presentation on brand valuation fundamentals by Dr. Rajesh Ingle at UWI on September 26th, 2015. It discusses key concepts in brand valuation including the desire, willingness, ability, and awareness of consumers. It also outlines factors that contribute to the prosperity of brands such as innovation and consistency, and mistakes that can lead to the decline of brands like arrogance, greed, and complacency. The document also provides examples of large acquisitions where most of the purchase price was for brand value and goodwill.
The document provides an overview of branding concepts and templates for developing a personal brand. It includes templates for documenting key brand components such as personality, promise, positioning, associations, skills, and benefits. An example is provided of how these components could be applied to brand a police officer. The document emphasizes that a strong personal brand provides a clear, differentiated message that is memorable and compelling to potential employers.
This document discusses key elements in building sustainable brands:
1. Brands should create new categories through divergence rather than extending existing brands or converging categories. Red Bull created a new energy drink category through divergence.
2. Strong brands provide a "badge of origin" with a recognizable visual identity supported by the company's mission and values to create trust.
3. Brands must deliver on their "promise of performance" by aligning products, communications, and employees to meet customer expectations across all touchpoints.
4. While global brands offer scale, local brands may emerge stronger if localization reconnects with local consumer lifestyles rather than just promoting a Western lifestyle.
Dove is a brand owned by Unilever that was originally launched in 1957 as a beauty bar soap. In the 1950s, Dove positioned itself as a product in the beauty industry focused on functional benefits like not drying out skin. By the 2000s, Dove had expanded into hair and skin products and appealed more to consumers' aesthetic needs to feel good. Unilever embarked on a strategic initiative in the 2000s to reduce their 1600 brands down to 400 "Masterbrands" with global identities. For Dove, this involved separating brand development and brand building functions and using larger models and older women in advertising to promote its message of inclusion.
The document discusses the importance of branding for business longevity and success. It notes that consumers are bombarded with hundreds of marketing messages daily and their tastes are changing. Effective branding can differentiate a brand and develop a unique personality that cannot be copied. The document also discusses developing a strong value proposition for a brand that combines functional, emotional and self-expressive benefits. It emphasizes the need for brands to stay relevant by understanding consumers and adopting a consumer-driven approach.
This document discusses branding and packaging. It covers the role of brands for consumers and companies, and how branding builds brand equity. It then discusses several models of brand equity, how to build and measure brand equity, and how to value and manage brands. The document also covers packaging, labeling, product life cycles, and marketing strategies across different stages of the life cycle.
Brand management is the process of building, maintaining and improving a brand. It involves defining the brand, positioning it, and delivering the brand promise. Brand management assembles various marketing mix elements to give a product an identity and build a brand name that captures customers' minds. It manages both the tangible characteristics like product, price, packaging as well as intangible qualities like emotional connections with the brand. For service brands, customers' experience forms the tangible aspects. Thus, brand management is all about branding a product or service.
Brand management is the process of building, maintaining and improving a brand. It involves defining the brand, positioning it, and delivering the brand promise. The purpose of brand management is to create and sustain brands by developing tangible and intangible brand attributes through effective branding. Branding assembles various marketing mix elements to give a product or service an identity that captures customers' minds.
The document provides an overview of brand management objectives and concepts. It explains that the module will cover explaining what a brand is, the importance of brands, attributes of a strong brand, what brand management is, the purpose of brand management, the brand equity concept, the strategic brand management process, and brand management guidelines. It then goes on to define brands and differentiate them from products. It discusses why brands matter to consumers and companies. It also covers what makes a brand strong and provides an example of Gillette as a strong brand. Finally, it defines what brand management is.
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To achieve the organizational goals and to earn high returns, business enterprises never ignore the powers and advantages that are offered by the branding and advertisement of their products. The PPT here gives a very concise facts under the heading "The Power of Branding".
Please download to view with exact designs and theme
This document discusses how challenger brands can compete against larger, more established brand leaders. It provides 8 credos or principles for successful challenger behavior: 1) Intelligent Naivety - challenging assumptions without experience in a category, 2) Build a Lighthouse Identity - having a clear point of view and standing out through consistency, 3) Become the Thought Leader - breaking conventions to set the agenda, 4) Create a Symbol of Re-evaluation - prompting consumers to rethink the category, 5) Sacrifice - focusing intensely on preferred audiences even if it means losing others, 6) Overcommit - exceeding expectations especially on what matters most, 7) Enter Popular Culture - engaging consumers through peer interactions, 8) Become
The document discusses how design drives retail brand value. It identifies five principles that successful brands apply to bring the relationship between design and value to life: simplicity, shopper empathy, uniqueness, consistency across touchpoints, and relevance. Great design enhances communication, conveys meaning and values, and can surprise, delight and push boundaries. It discusses how the world's best retail brands excel at omnichannel integration, understanding shoppers' purchase pathways, responding quickly to changes, and pursuing remarkable experiences to build brand value over time.
Here are five brands from different categories and potential extension opportunities for each:
1. Nike - Beyond athletic shoes and apparel, Nike could extend into sports equipment, accessories, nutrition/supplements, activewear for other activities like yoga/running.
2. Samsung - In addition to consumer electronics, Samsung could leverage its brand into appliances, home automation, security systems, smartphones/accessories, computers/tablets.
3. Coca-Cola - While known for beverages, Coca-Cola's brand could translate to foods/snacks, bottled water, coffee/tea, juice concentrates, flavorings.
4. Amazon - Amazon is already extending beyond e-commerce into content
The document discusses lessons that can be learned from analyzing the top 15 luxury brands in 2008. Some key lessons include:
1) Luxury brands must maintain control over their entire supply chain and brand experience to ensure consistent high quality.
2) Extending brands into new categories or markets can dilute the brand if not done carefully. Maintaining exclusivity and scarcity is important.
3) Luxury brands must say "no" to some customers and opportunities in order to avoid compromising the brand or losing its aspirational appeal. Managing demand is as important as creating it.
A brand is forever! A framework for revitalizing declining and dead brands114iiminternship
This document discusses causes and strategies for revitalizing declining brands. It identifies common causes of brand decline as poor managerial actions like compromising on quality, frequent price increases without added value, price cuts out of desperation, neglecting the brand, and failing to stay with the target market as it evolves. Environmental changes and competitive actions can also contribute to decline. The document recommends rebuilding quality, resisting the temptation to exploit brand recognition through lower quality products, and pursuing a carefully defined target market as strategies to revitalize a declining brand. It argues that most brands can be revived if they still have residual value in brand equity dimensions like differential effect, brand knowledge and customer response.
This document discusses brand management and customer-based brand equity. It defines what a brand is and explains the challenges of brand management. It introduces the concept of customer-based brand equity and presents a model for building brand equity with customers. The model includes increasing brand awareness and salience, strengthening brand performance and imagery associations, improving customer judgments and feelings about the brand, and developing customer resonance and loyalty with the brand.
This document discusses four principles for building leadership brands by design:
1. Articulate and inculcate a clear brand strategy based on in-depth consumer insights. Develop a strategic framework and ensure it is understood throughout the organization.
2. Establish a differentiated brand promise that separates the brand from competitors on both rational and emotional benefits. For example, Pantene's promise of beautiful hair through health.
3. Build the brand foundation on deep consumer insights, including both expected and compelling benefits within a category. Leverage regional and cultural knowledge for true global leadership.
4. Ensure the brand has elasticity to capitalize on new opportunities by extending relevant benefits to new areas, as consumer trust
The document discusses the influence of brands in the fashion purchasing process. It identifies six key factors that influence brand choice: rational, product, cognitive, environmental, peer and cultural factors. Through focus groups, it was found that price (a rational factor) was a primary influence, with consumers perceiving brands along a continuum based on quality and price. Product factors like fit and style were also important. Consumers can develop strong affiliations with brands and refuse other options. Understanding how these internal and external factors interact is key for fashion retailers to influence purchasing.
This document discusses various aspects of branding and pharmaceutical culture. It begins by listing the top 10 most valuable brands in 2006, led by Coca-Cola. It then defines what a brand and branding are, and discusses key brand elements like brand name, logo, and architecture. The rest of the document covers topics like branding versus marketing, brand equity, how to create brand names and build brand loyalty, differentiating products and channels, and the role and advantages of strong brands. It also briefly discusses product life cycles and how Borg pharmaceutical company should be branded based on its uniqueness and focus products.
Brand equity of parent brand helps new product within the same umbrellaSiddhant Jain
The document discusses umbrella branding and brand extensions. It provides examples of companies that have successfully used umbrella branding strategies, such as Nivea and Nirma. The key factors for successful umbrella branding and brand extensions are:
1) Leveraging strong brand equity and positive associations with the parent brand.
2) Ensuring brand extensions are closely related to the core brand attributes and don't dilute or contradict the parent brand's positioning.
3) Developing extensions that maintain a clear link to the original brand essence or benefits.
However, umbrella branding can fail if the extensions are not seen as adding value by consumers or if the link between the parent brand and extensions is unclear
Employer branding refers to how a company positions itself as an employer in order to attract and retain talented employees. Strong brands that are well-known and respected, like BMW and Siemens, often top employer brand rankings as well. To be successful at employer branding, companies must clearly define their employer value proposition by translating their brand positioning into benefits for employees. They must also ensure alignment between HR and marketing communications and practices. Consistent messaging across all employee touchpoints helps create a credible employer brand image. Employer branding can boost a company's image and increase its overall brand value in the market.
The document discusses the changing role of brands within the health and life sciences industry. It argues that brands are underleveraged assets that can emotionally connect with customers, drive loyalty, and generate revenue. However, the industry is experiencing transformation with multiple customer groups demanding more value and results. Therefore, brands must do more than promote products - they must transform attitudes, engage customers, and create emotional connections. Going forward, brands will need to strengthen their value propositions at both the corporate and product levels to meet new commercial demands.
Facebook's brand value is much lower than its market valuation, which is mostly based on speculation. While Facebook owns the social networking category and has strong brand recognition, its brand is not credited for the new behaviors and connections it enables. This is dangerous as without a strong brand, Facebook could easily be replaced by another social platform. To strengthen its brand, Facebook needs to own and promote a higher-level message around connecting people rather than just being a utility. This will protect Facebook from competition and give it flexibility to expand into new areas while maintaining user trust.
The document discusses how linguistics can help companies choose effective brand names. It explains that linguistics involves studying language structure and development, and can help identify names that are memorable and meaningful. Names can be real words or coined terms, and linguistics provides guidance on both approaches. The document emphasizes that linguistics considers cultural and language differences that may impact a name's interpretation in various markets. It provides examples of brand names helped or hurt by linguistic and cultural factors. Overall, linguistics is presented as a valuable tool for evaluating potential names and maximizing a name's global appeal and marketing success.
Changing the World from the Inside Out: Engaging employees via Corporate Citizenship discusses how engaging employees through corporate citizenship programs can change an organization from the inside out. It argues that corporate citizenship programs allow employees to see themselves reflected in their company's values, which increases motivation and loyalty. When done effectively, such programs transform a company's culture and positively impact business performance.
1) A new paradigm of "corporate citizenship" is emerging that views corporations as full citizens responsible for all stakeholders, not just shareholders.
2) Early corporate social responsibility initiatives focused on improving workers' lives, but government regulation increased as abuses were exposed.
3) Today, consumers expect corporations to address social and environmental issues authentically through strategic initiatives that also build brand value.
The document discusses brand voice and provides six rules for developing an effective brand voice:
1. A brand voice fundamentally defines a brand by expressing its values and delivering consistent messaging.
2. An effective brand voice has range and adapts to different scenarios while maintaining consistency.
3. Brand voice encompasses more than just word choice by influencing syntax, structure, semantics and style of communication.
4. Brand voice creates a dialogue and allows a brand to authentically listen and respond to build connections.
5. Developing a clear brand voice helps ensure internal and external consistency in representing the brand.
6. To remain relevant, a brand voice must evolve over time through review, feedback
Today’s Reality for Hospitals: Brand is the New Must Have
Authored by: Gwane Levey
The paper addresses healthcare trends and the multifaceted and complex transformations hospitals are undergoing and the ways in which hospital administrators, marketers, boards and management can use brand to overcome the turbulence, harness flux and transform it into stable momentum and long-term success.
2. Interbrand | Pg. 1
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for over 25 years. BMW’s naming system two to five models generally available
it’s not enough to merely make a promise —
endures alongside, delivering familiarity in each. And while a dealer is crucial to
the question is can you keep it?
and ease of navigation. The brand stays the customer journey, an easy-to-crack
Brands make good on their promises in relevant without need for reinvention naming system makes the job of buying
many ways, but one of the most because simplicity, it seems, is a luxury and selling luxury vehicles more pleasurable
powerful — and some might say complex — that consumers are willing to pay for. for everyone.
is through smart naming systems. Names,
BMW’s architecture consists of seven 2. Meet distinct needs with distinct
and the relationships created among them,
numeric series, each with a distinct value sub-brands
shouldn’t reflect internal org charts or
proposition. The 1 Series, its entry-level
inventory systems. The secret to being true A single promise can be fulfilled in more
offer, is made up of the smallest cars in the
to your brand is to name in a way that aligns ways than one. Sometimes making good
portfolio, while the 7 Series is the luxury
with the way customers choose you. on your promise means creating separate
carmaker’s flagship, and the portfolio area
brands devoted to different needs. Olay,
There are five essential approaches to where innovations are first introduced.
the anti-aging guru, organizes its portfolio
consider when developing a naming system So it’s intuitive: A higher number equals
to meet the one-size-does-not-fit-all
that delivers on your brand’s promise to a bigger, better car. (And new product
skincare needs of women.
its customers. generations are rolled out under the existing
3. Promises to keep: Five approaches to naming your portfolio Interbrand | Pg. 2
Each of its sub-brands delivers on a distinct among products; they speak the language you just have to know how to listen.
pledge — Olay Regenerist promotes cell of the audience, and that makes it easier Johnnie Walker, for example, is as well
regeneration, Olay Definity defines skin for its audience to choose Philosophy. known for its whiskey as for its color-coded
tone, and Olay Total Effects offers holistic, naming. But this wasn’t always the case.
4. Create occasions for use
7-in-1 anti-aging defense. These names
In 1909, the Johnnie Walker brand
are suggestive not only in approach, but The functional beverages market is
borrowed from the consumer lexicon to
reflect an understanding of what anti-aging notoriously saturated with claims about
rename their Old Highland, Special Old
consumers are looking for in a fountain of focus, weight management, energy and
Highland, and Extra Special Old Highland
youth. And while each sub-brand goes to hydration. And for some brands, this seeps
blends. This type of versioning is rarely
market with a distinct look and feel, they all into how they name, wanting you to know,
engaging or intuitive, so customers took
reinforce Olay’s position as a winner when all at once, that their products contain
the lead by developing relationships with
it comes to fighting the effects of time. the health-boosting effects of açai, the
the brand’s elements that were simple and
digestive benefits of probiotics, and the
3. reate clear — and memorable —
C represented clear differences in quality
energy boost of taurine — all without a
relationships among products levels — the label colors.
single calorie! This can be exhausting for
Any consumer who has visited a drug store consumers: It’s hard to know what’s really Walker smartly responded with Red Label
knows that choosing the right skincare important when making a choice. and Black Label whiskey. By following
products can be complicated. Some brands customers’ natural proclivities, the
That’s what makes Gatorade’s latest entry
name to the problem, some name to the brand abandoned a highly limited name
to this crowded market such a winner. Its
benefit, and some name for a breakthrough versioning system to an intuitive, customer-
G Series uses a functional naming architecture
ingredient. It can be tough to understand coded approach — and it has stuck for over
that tells consumers when, why, and in
how they’re all supposed to come together a century. (And good thing, too; by now we
what order to consume its sports drinks.
in a skincare routine that actually works. might have been ordering up an Extremely
Gatorade’s promise has long been about Extra Special Old Highland on the rocks.)
Philosophy, the skincare and beauty
helping athletes perform at their best, and
brand, promises an effective, simplified Be true and prosper
its G Series makes it easy to hydrate the
beauty and personal care routine, and
right way before, during, and after physical In much the same way successful
it delivers this through umbrella names
activity. It’s broken out into three steps: relationships among people rely on you
that use unexpected humor to maximize
Gatorade 01 Prime, for pre-workout energy, to show, not tell, that you’re honest,
memorability. Also intrinsic to Philosophy’s
Gatorade 02 Perform, to help athletes trustworthy, and genuine, a great naming
approach are consistent descriptors to
sustain a serious workout, and Gatorade 03 system is a powerful way to follow through
help consumers understand relationships
Recover, formulated specifically to replenish on all that your brand represents. Show
in its portfolio. While there are plenty of
tired bodies and aid muscle recovery. your customers that you’re willing to live,
standalone products in the portfolio, the
breathe, and name to the promise of your
products that are grouped together are the This architecture isn’t just easy; it’s smart.
brand. And that means you’ll make long-
ones that stand out. The brand uses its naming system to inform
lasting — and profitable — connections with
audiences that they have very specific
If you’re looking to reverse aging, you’ll find customers who know that you’ll always
hydration needs at different points during
Miracle Worker, a line of products including deliver the experience that they expect. ■
their activity, and, thanks to Gatorade’s
a Miraculous Anti-Aging Moisturizer,
long history with providing athletes with
Miraculous Anti-Aging Retinoid Pads,
the right fuel for top performance, they’re
and a Miraculous Anti-Aging Concentrate.
able to simultaneously create desire and
Dealing with oiliness? Try the Never Let
satisfy need.
Them See You Shine series. Dry skin?
Philosophy provides a solution with 5. et customers guide how they
L
When Hope is Not Enough. choose you
Philosophy borrows from out-of-category Sometimes, your customers are telling you
language to create memorable naming the types of names that work best for them —
systems that not only clarify relationships
4. Caitlin Barrett Marina Suholutsky
Caitlin is a Senior Consultant for Marina is an Associate Consultant in
Interbrand New York’s Verbal Identity Interbrand New York’s Verbal Identity
department. She develops smart, department. She believes in the power
insightful creative work that marries of simple, targeted language to capture
clients’ brand strategies with their and communicate brand value.
needs and goals.
With a focus on naming systems and
Every brand has an authentic — and ideation, and a not-so-secret affinity for
compelling — story to tell. By helping spoken word poetry, Marina helps build
clients understand the power of language, brands that speak authentically, act
Caitlin connects brands to consumers strategically, and always keep their
who truly align with their values. audience in mind.
Paola Norambuena
Senior Director, Head of Verbal Identity
T: 212 798 7590
paola.norambuena@interbrand.com
Creating and managing
interbrand.com brand value
TM