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Exam

JK
von Jule K.

What is Brand Identity?

What brand managers would like the brand to be

  • #Step 1

  • Internal, shaped by the managers

  • Aspirational

  • Unique: One brand = One Brand identity

  • Needs to be as stable/enduring as possible, long term approach of the brand

Framework: Brand Identity Prism (Kapferer)

Externalisation: Physical, Relationship, Customer Reflection

Internalisation: Peronsality, Culture, Self-Image


  1. Physical

    • Most salient brand features (what the managers would the most salient brand features to be)

      • tangible & non-tangible

    • Start with category

    • Example: Lacoste

      • Cult brand of polo shirts and other sport items

      • Frech tennis legend René Lacoste, nickname: crocodile became an universal logo und symbol of elegence

  2. Relationship

    • Counterpart given by the brand to its consumers (what the managers want it to be)

    • Examples:

      • Nike: Bring inspiration and innovation to athletes of every level (“Challenge yourself”, It’s about you”, “Just do it”)

  3. Customer Reflection

    • Brand’s “projected/desired” consumer type (what the managers want it to be")

    • Projecting the consumer is not describing the target!

    • Examples:

      • Coca-Cola (until 2005): 15-18 years old Teens playing football, basketball, rugby

      • Volvo (2010) People who think that there is more to life than a Volvo

  4. Personality

    • If the brand was a person, what kind of person would it be? Characteristics (what the managers would like the personality of the brand to be)

    • Examples:

      • McDonald’s: Before 2003: Family-oriented, popular, americal, After 2003: Young, fun, dynamic, global

      • TAP Air: Before 2005: Simple, Popular, Portuguese, Traditional, After 2005: Simple, Portuguese speaking, Reliable

  5. Culture (most important facette)

    • Set of values feeding the brand’s inspiration, Core of the brand, bilds the unicity of the brand (what the managers want it to be)

    • Can be connected to roots (origin), techniques, style

    • Example:

      • Apple: Radical project proposed to companies: Think differently to create best IT products; ethical and social responsibility, inclusiveness, diversity

  6. Self Image

    • Aspired target’s internal feelings: What Managers expect consumers to feel when purchasing / using the brand

    • Usually starts with “I”

    • Example:

      • Porsche: Prove to myself that I can buy and drive such a car; To push beyond my limits “Try racing against yourself, it’s the only race that will never have an end”


What is Brand Positioning?

What makes the brand different from its competitors and appealing to the consumers

  • #Step 2

  • Aspirational

  • Internal, Shaped by the manager

  • Not unique, need as many positionings as you have targets

  • More flexible than Brand Identity, can be adjusted when competitors change their strategy

Keller approach: Customer-based brand Equity model for positioning:

  1. Who the target consumers should be

    • Consumer-oriented segmentation

      • Demographic, Geographic, Psychographic

    • Behavioral segmentation

      • Usage rate, Purchasing condition, Benefits sought (Following example)

      • Example toothpaste:

        • Sensory segment (Seeking flavor and sensory experience)

        • Sociables (Seeking brightness of teeth)W

        • Worriers (Seeking decay prevention)

        • Independent Segment (Seeking low price)

  2. Who the main competitors should be

    • Nature of competition: Who should the competitors be?

      • Thos who “target” the same segments of consumer?

      • Those who compete in the same distribution channels?

      • Do consumsers in these segments consider those competitors for their purchase options?

      • Should we consider direct & indirect competitors?

    • Several levels(going from upper to lower level) - with ZARA example:

      1. Product type level: Skirts

      2. Product category level: Mass Fashion (H&M, Uniqlo, Mango)

      3. Product class level: Fashion (Designer, Premium, Value&Discount)

      4. Benefit level: Indulgence purchase

  3. How the brand should be different from these competitors

    • Points of Difference Associations

      • Attributes/benefits that consumers strongly associate with a brand

      • positively evaluate

      • believe they could not find to the same extent with a competitive brand

      • Example: Low cost provider, Best quality/value, Unique product features

    • Example: IKEA: “Prices so low that as many people as possible will be able to afford them)

    • Desirability criteria (needs to be fulfilled)

      • Relevance (important)

      • Distinctiveness (superior)

      • Believability (credible reasons) —> Reason to believe

  4. How the brand should be similar to them

    • Points of Parity Associations

      • Attributes/benefits that are not unique tot he brand but may be shared by other brands

      • If brand does not have PoP with main competitors consumers might feel lost

      • 2 types:

        • Category PoP (to reassure the consumer)

          • Necessary but not sufficient conditions for choosing the brand

            • Gentle for shampoo

            • Safe for a toy

            • Natural for mineal water

        • Competitive PoP

          • Associations designed to “negate” competitors’ PoD

Positioning Statement

For (target) Brand A is (PoP) which gives the most (PoD) because of (Reasons to believe).

What is Brand Architecture?

6 main models of Brand strategy (according to Kapferer)

Hidden Corporate Brand:

  • Product Brand Strategy

    • One product associated to the brands (not lines)

      + Advantages:

      • Allows firm to take risks (Name of company remains unknown to public)

      • Independent brands, failure of one has no impact on others

      - Disadvantages:

      • Super expenisve to manage new brands for all new products

    • Example: Masterfood (before it became Mars): Mars, Uncle Ben’s, M&M’s

    • Corporate Brand on top of everything but hidden

      —> This model doesn’t exist anymore and got substituted by:

  • Line Brand Strategy

    • Same as Product Brand Strategy but product lines associated to brands

    • Company: Ferrero; Brand A: Kinder; Line A: Kinderbon & Line B: Kinder Bueno

    • Dominant strategy in FMCG sector

      + Advantages:

      • Reduces Launch costs

      • Strong impact on shelves

    • Example: Kinder (Kinderriegel, Kinderbueno, Kinderbon)

  • Range Brand Strategy

    • Products do not serve the same consumer needs

    • Products/ Product lines follow a concept (Dove = Real beauty)

    • Many brands in F&B and cosmetic sector

    • One concept with many products

    • Example: Maggi, Knorr, La Roche Posay, Vichy

      + Advantages:

      • Lower launch costs

      • Communication / advertising /generic manner, focus on most representative new products)

      - Disadvantages:

      • Higher risk than strategy 1 & 2

Discreet Corporate Logo / Prominence of Commercial Brand:

  • Endorsing Brand Strategy

    • Commercial brand takes the lead and is more visible on the packaging and in communication

    • Most of the brands in the healthcare market

      + Advantages:

      • Division of roles at each stage of branding hierarchy

        • Endorsing brand is the guarantor of the endorsed brands quality and security

        • Other brands functions (pleasure, distinction) are assumbed by endorsed brands

        • Greater freedom of movement: Corporate brand has a back seat position

      - Disadvantage:

      • Higher risk: Failure impacts other brands, constraints to what you can do

    • Example: Most of Nestlé brands

Unilever

House of brands

Ola

Endorsing brand (Corporate Brand?)

Cornetto, Magnum, Solero

Endorsed brand (Commercial brand is prominent on packaging)

Strong Corporate Brand:

  • Source Brand Strategy

    • One source brand with different daughter brands with different positionings

      + Advantages:

      • Parent brand offers its significance & identity, enriched by daughter brand in order to attract specific customer segment

      - Disadvantages:

      • Incongruence between daughter & parent brand

    • Dominant Strategy in L’Oréal Group and Automotive Industry

    • Weight to both brands (commercial and corporate brand) is the same, also same power in communication

    • Example: Garnier Fructis, Garnier Ultra suave, Garnier Movida OR Renault Clio, Renault Twingo, Renault Scenic; VW

  • Umbrelly Brand Strategy

    • Launching a new product or even a product line under a famous brand name

      + Advantages:

      • Capitalization on one name = economics of scare

      • Useful to penetrate new sectors thanks to high brand awareness

      - Disadvantages:

      • Patchwork brand

    • Exmpale: Toshiba: Laptops, Projectors, Printers, Motors

Mixed Approach

  • Example: Danone

    • Umbrella Brand for “Le Yaourt Nature”

    • Source Brand for Activia

    • Endorsing Brand for Evian


Author

Jule K.

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