Le slide della lezione di brand reputation tenuta da Marcello Coppa, CEO di Coppa+Landini, al Master in “Innovation, Digital Technology Entrepreneurship and Advanced Internationalization” (IDEA Programme), promosso da Accenture e Università Cattolica del Sacro Cuore di Milano.

1. Marcello Coppa

2. ❯ BSc (Hons) in Communication Science
and Technology
❯ MSc (Hons) in Communication and
economics
❯ CEO of Coppa+Landini, design driven
innovation consulting and startup studio
❯ 8 years of experience in marketing and
branding consulting

3. 1. What is a brand?
2. The brand elements
3. A model for strategically building brands: from brand
vision to brand evaluation (de Chernatony)
4. Measuring the value of a brand: brand equity
5. Brand identity, brand image, brand reputation
6. A new paradigm for strategic branding: branding
from below (Coppa & Landini)

5. Let’s define what a brand is

6. The most important intangible asset
an organization can have

7. ❯ Sign of ownership
❯ Differentiating device
❯ Functional device
❯ Symbolic device
❯ Risk reducer
❯ Shorthand device
❯ Legal device
❯ Strategic device
(de Chernatony & McDonald, 2003)

8. Brands are
❯ The language of consumption
❯ A way to express ourselves
❯ Part of our worlds
❯ Part of our stories
❯ Part of our cultures (as tangible artifacts)
❯ Enablers of social meanings
❯ Enablers of social relationships

9. ❯ Narrative thinking as a basic way to store knowledge,
build one’s own identity and inspire
❯ Storytelling is a key mechanism to convey brand
meanings
❯ Components of a story (Burke, 1945):
❯ Actor
❯ Sequence of actions
❯ Goal
❯ Context
❯ Tools

10. ❯ Brand stories are not told only by the official brand
communication, but also in C2C conversations
❯ Conversations play an important role in brand
reputation
❯ In markets as (mediated) conversations (Mandelli and
Snehota, 2008), a new paradigm is needed to maange
brands (Mandelli, 2012)

11. ❯ Brands are the way stakeholders relate to products,
offerings and organizations.

12. ❯ The brand acts as a promise to the
consumer to deliver an expected
experience
❯ Expectations are the result of brand and
stakeholder communication
❯ Execution is critical for branding

13. ❯ Amount of technological
complexity
❯ Level of competition
❯ Speed required to
compete
❯ Turbulence
Unbundling
(firm specialization)
and re-bundling
(networks)
Interdependence

14. The brand is not something static, it is
embedded in social interactions.

16. The tangible and perceptual aspects of a brand.
❯ Name
❯ Logo (and/or logotype)
❯ Tagline or catchphrase
❯ Graphics
❯ Colors
❯ Shapes
❯ Sounds
❯ Tastes, scents and fragrances
❯ Other characteristics elements of the experience

17. The brand elements are just the tip of the iceberg of what it takes to create a brand.

19. de Chernatony, 2001

20. de Chernatony, 2001

21. Schein, 1984

22. Long term
Short term
de Chernatony, 2001

23. de Chernatony, 2001

24. de Chernatony, 2001

26. Porter, 1985

28. de Chernatony, 2001

30. de Chernatony, 2001

31. de Chernatony, 2001
Brand attributes
•Awareness
•Image
•Perceived
quality
•Perceived
value
•Personality
•Organizational
associations
Brand strength
• Leadership
• Price premium
• Loyalty
• Market share
and
distribution
Brand value

32. A set of strong, favourable and unique
brand associations in the mind of
consumers.
Keller, 1993

33. Keller, 1993

35. Kapferer, 1997

36. Keller, 1993

37. A collective representation of the brand’s
past actions and results that describe the
brand’s ability to deliver valued outcomes
to multiple stakeholders.
Fombrun & Rindova, 1996

38. ❯ Comportamento del
brand/azienda
❯ Comunicazione del
brand/azienda
❯ Comunicazione degli
stakeholder
Reputazione
❯ Fiducia
❯ Scelta di acquisto
❯ Advocacy
❯ License to operate
❯ Investimenti
❯ Career brand (capacità
di attrarre talenti)

39. Brand support
Trasparency and
integrity
Beware miopia

47. Espressione
della cultura
aziendale

48. - Assume un ruolo di leader

53. Nonaka & Takeuchi, 1995

55. Henry Chesbrough, Open innovation, 2004

61. - Assume un ruolo di leader

66. - Assume un ruolo di leader