Why do we need Brands? What do they add to our products? How valuable can Brands be? Answer these questions and much more in this presentation by www.brandology.me . You can use the material as a short seminar for Marketing professionals,

1. Branding
Putting a FACE
to the MYTH

2. What is a brand?
A name, a term
A symbol, a sign
“A name, term, sign, symbol or any other feature that identifies one
seller’s product or service as distinct from those of other sellers” The American Marketing Association

3. What is Branding?
• Started as a HOT STAMP applied on
the skins of Cattle to identify and
differentiate them.
• Now Branding is applied to virtually
everything around us from SOAP to
COUNTRIES.

4. THE EVOLUTION OF
BRANDING

5. Phase I
Manufacturing Era
• First signs of Branding as we know it started
during the Industrial Revolution (mass
production).
• To :
–
–
–
–
Identify Manufacturer
Convey quality
Differentiate from unbranded
Justify premium price over
unbranded
PHYSICAL
ATTRIBUTES

6. Phase II
Sales Era
• During the great Recession 1930, rose
the need for salesmanship to push the
merchandise to the end
consumer.
• Initial signs of Advertising
FUNCTIONAL
ATTRIBUTES

7. Phase III
Marketing Era
• After world war II purchasing power was up
and so was the production capacities so rose
the need for Marketing.
• TV began in the 50’s so did Advertising.
• New dimensions that
defined the Brand became
more evident.
EMOTIONAL
ATTRIBUTES

8. Phase IV
The PR Era
• With increasing competition and consumer
sophistication came the need for further
differentiation.
• Brands / Companies
started to differentiate
based on Morals and Values.
• This is an advanced stage
still being explored in our
region
VALUES

9. SO, WHAT IS A BRAND??

10. A Brand is …….
• A proposition with certain:
–
–
–
–
Physical attributes (looks)
Functional attributes (works)
Emotional attributes (personality)
Values
All above relative to a specific consumer
group.
And for a certain
– Price Bracket (social class)

11. BRAND
Components
Physical
Attributes
Emotional
Attributes
BRAND
Functional
Attributes
Values

12. A Real Brand should have
–
–
–
–
–
–
–
–
A name
A gender
An Age
Specific Physical features
Well defined looks
A social group
Values
Personality
Real Brand = A person

13. Lets try to prove it
• If A PERSON called BMW walked in at this
moment, lets imagine who this person
would be:
– Gender
– Age
– Wears what? (Casual, Suit, Signe, local brand
etc)
– Looks (Tall / Thin, Handsome,
elegant, foreign etc)
– Social class (Upper, Middle, Lower)
– Personality (Fun, Cool, conservative,
boring etc)

14. Lets Prove it Again
• Lets do the same exercise for Mercedes
Benz and Toyota
– Gender
– Age
– Wears what? (Suit, Casual, Signe, Local
Brands etc)
– Looks (Tall / Thin, Handsome, elegant,
foreign etc)
– Social class (Upper, Middle, Lower)
– Personality (Fun, Cool, conservative, boring
etc)

15. More Proof …..
• This is unbranded Tea (put some loose Tea in front
of your audience) . Try to do the exercise for that..
• What if we put a face to this Tea? Can you imagine
a person?
• How about another face? Can you imagine a
different person?

16. SO ..A Brand is…

17. What is the Significance of this?
• People relate to Brands like relating to
Friends.
– If I see myself as cool I want to hang out with
cool people.
– If I see myself young I want to be with young
lively people.
– If I need someone I can trust I will turn to a
trustworthy friend.
– If I want to have a good time I ll call up the
FUN guy.
– If I want to be distinguished I ll hang out
with distinguished guys.

18. What is the significance of this?
• Your Friends have specific attributes.
• These attributes may DEVELOP with time.
• If they develop positively (relative to your
expectations), your friendship may grow
stronger.
• If the opposite, then your friendship may fade.
• If your needs or beliefs change, this relationship
may also be affected
• IF they change completely then certainly they are
not your Friends anymore, they are STRANGERS.
Branding = Relative consistency

19. What is the significance of this?
• Branding leads to UNIQUNESS /
DIFFERENTIATION.
Harley Davidson = Freedom
VOLVO
=
SAFETY
SONY = Entertainment
Rolls Royce = Extreme Luxury
Branding = Value

20. Branding = Value

21. BRAND EVOLUTION

22. Evolution Stages of Brand
• 6 stages of Brand evolution:
– Unbranded Goods
– Brand as Reference
– Brand as Personality
– Brand as Icon
– Brand as Company
– Brand as Policy
Classical Marketing
Post Modern Marketing

23. Unbranded Goods
• Characteristic of developing countries.
• Demand exceeds supply.
• Main edge is Price, Supply and product
performance.
• Price sensitive.

24. Brand as Refference
Main promise is functional benefit.
Provides a source for the Product.
Guarantee of a specific quality.
Provides window of higher price than
Unbranded.
• Price can be determined by the
importance of the functional benefit
and its uniqueness vs competitors.
•
•
•
•

25. Brand as Personality
• Focus on Emotional values taking the
functionality for granted.
• Presents Target consumer Values /
lifestyle.
• Often uses celebrities to portray Brand
image.
• More Self Realization
• Permits higher pricing than previous
stage.

26. Brand as Icon
• Even more focus on emotional
attributes with equivalent functional
attributes.
• Brand becomes synonymous to A
VALUE.
• Self expression.
• Doorway to group acceptance.
• Permits higher pricing than previous
stage.

27. Brand as Company
• The relationship between Consumer
and Brand / Company is open.
• The Brand / Company interacts
directly with Consumers.
• Every aspect of the Brand is mirrored
in every consumer touch point.
• The consumer takes part in the
development of the Brand.

28. Brand as Policy
• Brand become identified with Social,
Political or ethical issues / causes.
• Consumers with same beliefs become
strongly attached to these Brands.
• Result in strong Loyalty.
• Credibility is a Make it or Break it
factor.

29. Maslow's Hierarchy
Brand as
Policy
Unbranded

30. Brand vs Stage
Stage
Brand
Brand
Brand
Brand
Policy
Timberland
, The Body
Shop
Company
Harley
Davidson
Icon
Rolex
Personality
Reference
Unbranded
Brand
Camay
Pril

31. THATS HOW VALUABLE

32. Coca Cola - 67M $

33. Microsoft – 57 M $

34. IBM – 56.2 M $

35. GE – 49 M $

36. INTEL – 32.3 M $

37. NOKIA – 30 M $

38. TOYOTA – 28 M $

39. Disney – 27.8 m $

40. McDonalds – 27.5 m $

41. Mercedes Benz – 21.8 M $