Marcello Coppa

❯ 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

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: brandingfrom below (Coppa & Landini)

Let’s define what a brand is

The most important intangible asset an organization can have

❯ Sign of ownership

❯ Differentiating device

❯ Functional device

❯ Symbolic device

❯ Risk reducer

❯ Shorthand device

❯ Legal device

❯ Strategic device

(de Chernatony & McDonald, 2003)

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

❯ 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

❯ 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 maangebrands (Mandelli, 2012)

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

❯ 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

❯ Amount of technological complexity

❯ Level of competition

❯ Speed required to compete

❯ Turbulence

Unbundling

(firm specialization)

and re-bundling (networks)

Interdependence

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

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

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

de Chernatony, 2001

de Chernatony, 2001

Schein, 1984

Long term

Short term

de Chernatony, 2001

de Chernatony, 2001

de Chernatony, 2001

Porter, 1985

de Chernatony, 2001

de Chernatony, 2001

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

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

Keller, 1993

Keller, 1993

Kapferer, 1997

Keller, 1993

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

❯ Comportamento del brand/azienda

❯ Comunicazione del brand/azienda

❯ Comunicazione deglistakeholder

Reputazione

❯ Fiducia

❯ Scelta di acquisto

❯ Advocacy

❯ License to operate

❯ Investimenti

❯ Career brand (capacitàdi attrarre talenti)

Brand support

Trasparency and integrity

Beware miopia

Espressione della cultura

aziendale

- Assume un ruolo di leader

Nonaka & Takeuchi, 1995

Henry Chesbrough, Open innovation, 2004

- Assume un ruolo di leader

- Assume un ruolo di leader