Becoming a brand doctor -D

Becoming A Brand DoctorBecoming A Brand Doctor

-the anatomy of brands/ Applying theDavid Aakers principles

Olu AkanmuAssociation of Advertising Practitioners of Nigeria

March 2002Olu Akanmu AAAN March 2002

What are brands?

• “…a name, term, sign, symbol or design or acombination of them, intended to identify thegoods and services of a seller and to differentiatethem from other competitors…”– Philip Kotler

• Definition above is very simplistic• The summation of the relationships between the

offering and its consumer– Brands makes a promise to its consumer– A covenant of promise and price

• “…a name, term, sign, symbol or design or acombination of them, intended to identify thegoods and services of a seller and to differentiatethem from other competitors…”– Philip Kotler

• Definition above is very simplistic• The summation of the relationships between the

offering and its consumer– Brands makes a promise to its consumer– A covenant of promise and price

Olu Akanmu AAAN March 2002

Determining the health of thebrand

• Diagnostics- measure itsbrand equity

• “..a set of assets andliabilities linked to abrand name and symbolthat adds to or subtractfrom the value providedby the product or serviceto its customers..”– Aaker

• Diagnostics- measure itsbrand equity

• “..a set of assets andliabilities linked to abrand name and symbolthat adds to or subtractfrom the value providedby the product or serviceto its customers..”– Aaker


Four Brand Equity Dimensions

• Brand Awareness– Recognition and recall– Familiarity and opinion

• Brand Loyalty– Satisfaction at recent usage– Consistently exceed my

expectations– Regular usage even when

alternatives are available– Will recommend it to

others– Will pay a premium for it

over alternatives– Market share

• Perceived Quality– Most critical measure of

brand equity– Degree of price premium– Esteem and respect

• Brand Associations– Different from others in

relevant ways– It is an interesting

personality. We do have aa relationship

– Perceived value-value formoney relative to its price

– I trust the firm behind thebrand

• Brand Awareness– Recognition and recall– Familiarity and opinion

• Brand Loyalty– Satisfaction at recent usage– Consistently exceed my

expectations– Regular usage even when

alternatives are available– Will recommend it to

others– Will pay a premium for it

over alternatives– Market share

• Perceived Quality– Most critical measure of

brand equity– Degree of price premium– Esteem and respect

• Brand Associations– Different from others in

relevant ways– It is an interesting

personality. We do have aa relationship

– Perceived value-value formoney relative to its price

– I trust the firm behind thebrandOlu Akanmu AAAN March 2002

Dissecting the Brand

The Brand Identity Principle

Brand

Brand asProduct

Brand asOrganization

Brand asPerson

Brand asSymbol


Brand as Product

• Product Scope orCategory– Beverage ,Powdered Milk

• Product Attributes– Sweet, good tea whitener

• Quality/Value– High in protein– Value for money relative to

next low nutritiousalternatives

• Uses and Use Occasions– Morning, office

• Users– ABC users,

• Country of Origin– From Holland– Strong heritage of

quality dairy products– Beer – Ireland,– Wine –Champagne,

France– Electronics- Japan

• Product Scope orCategory– Beverage ,Powdered Milk

• Product Attributes– Sweet, good tea whitener

• Quality/Value– High in protein– Value for money relative to

next low nutritiousalternatives

• Uses and Use Occasions– Morning, office

• Users– ABC users,

• Country of Origin– From Holland– Strong heritage of

quality dairy products– Beer – Ireland,– Wine –Champagne,

France– Electronics- Japan


Brand as Organization

• Organization attributes– Culture, values and people– Innovation, trust and integrity– Customer champions

• Local or Global• Very difficult to copy by competitors• Provide credibility to brand value

proposition• Drive internal alignment with brand values• Corporate brands and pay offs• Reason why many brand communications

from banks lack credibility• Is your PR machine working for the brand

or the MD?

• Organization attributes– Culture, values and people– Innovation, trust and integrity– Customer champions

• Local or Global• Very difficult to copy by competitors• Provide credibility to brand value

proposition• Drive internal alignment with brand values• Corporate brands and pay offs• Reason why many brand communications

from banks lack credibility• Is your PR machine working for the brand

or the MD? Olu Akanmu AAAN March 2002

Brand as Person

• Brand is like a person.– demographic and lifestyle

descriptions

• Brand Personality can becreated by– User imagery (may be

different from actual userprofile)

– Sponsorships– Age in the market (keep

your brand forever young)– Symbols- Michellin

(ruggedness)

• Brand is like a person.– demographic and lifestyle

descriptions

• Brand Personality can becreated by– User imagery (may be

different from actual userprofile)

– Sponsorships– Age in the market (keep

your brand forever young)– Symbols- Michellin

(ruggedness)


Brand as a Person

• Personality descriptors– Genuine, energetic,

upwardly mobile,intelligent, funny

• Reflects the user’s idealor actual personalityconcept

• Guinness (male machocompetence)

• Forms an emotionalrelationship withconsumer e.g friendly

• Signal the functionalbenefit derived -Michellin

• Personality descriptors– Genuine, energetic,

upwardly mobile,intelligent, funny

• Reflects the user’s idealor actual personalityconcept

• Guinness (male machocompetence)

• Forms an emotionalrelationship withconsumer e.g friendly

• Signal the functionalbenefit derived -MichellinOlu Akanmu AAAN March 2002

Brand as Symbol

• Visual imageries– Graphics and colors– Guinness is brown/ the

harp– Gulder’s damask– Coke’s bottle– Nike’s swoosh– Even non-literates/

children recognizebrand

• Metaphors– Mystiques associated with

brand– Star- brightness– Guinness male macho

competence metaphors• When in enter body, eye

go clear, na the big oneme dey like

• Brand Heritage– Can it be stout if it is not

from Ireland?

• Visual imageries– Graphics and colors– Guinness is brown/ the

harp– Gulder’s damask– Coke’s bottle– Nike’s swoosh– Even non-literates/

children recognizebrand

• Metaphors– Mystiques associated with

brand– Star- brightness– Guinness male macho

competence metaphors• When in enter body, eye

go clear, na the big oneme dey like

• Brand Heritage– Can it be stout if it is not

from Ireland?


Brand Value Proposition

• Brand Identity should be distilled into aunique value proposition to the consumer

• “…the brand value proposition is thesummation of the unique functional andemotional benefits delivered by the brandto the customer which drives thepurchase decision…”

• Brand Identity should be distilled into aunique value proposition to the consumer

• “…the brand value proposition is thesummation of the unique functional andemotional benefits delivered by the brandto the customer which drives thepurchase decision…”


Brand Value Proposition contd.

• Functional benefits are usually linked toproduct dimensions of brand identity

• Strong brands deliver more than functionalbenefits– they connect with consumer emotions by

leveraging the other three parts of the brandidentity

• Functional benefits are usually linked toproduct dimensions of brand identity

• Strong brands deliver more than functionalbenefits– they connect with consumer emotions by

leveraging the other three parts of the brandidentity


Brand Value Proposition

• Emotional benefits– Positive consumer feelings enabled by the brand– Link back to functional benefits as reason why

• Self-expressive benefit– What does it say about me?– How does it make me feel?

• Price can be a good signal of the valueproposition– should be fair relative to the value or benefit delivered

to get a purchase decision.– Unfair price can weaken the brand value proposition.

• Emotional benefits– Positive consumer feelings enabled by the brand– Link back to functional benefits as reason why

• Self-expressive benefit– What does it say about me?– How does it make me feel?

• Price can be a good signal of the valueproposition– should be fair relative to the value or benefit delivered

to get a purchase decision.– Unfair price can weaken the brand value proposition.


Brand Positioning• “…the part of the brand identity and

value proposition that is to be activelycommunicated to the target audienceand that demonstrates an advantage overcompeting brands…” (Aakers)– How should the target audience see or

perceive your brand relative to competingbrands?

• “…the part of the brand identity andvalue proposition that is to be activelycommunicated to the target audienceand that demonstrates an advantage overcompeting brands…” (Aakers)– How should the target audience see or

perceive your brand relative to competingbrands?


Brand Image and Position

• Brand image is not necessarily brandposition

• Brand Image is the current perception• Brand position is the perception that the brand

manager desires to create in the mind of the targetmarket?

• Reinforce the image if desirable• Augment current image with new dimensions from

the brand identity to create the desired perception• Diffuse, soften or delete the image if undesirable

• Brand image is not necessarily brandposition

• Brand Image is the current perception• Brand position is the perception that the brand

manager desires to create in the mind of the targetmarket?

• Reinforce the image if desirable• Augment current image with new dimensions from

the brand identity to create the desired perception• Diffuse, soften or delete the image if undesirable


Brand Positioning

• Let it drive drive everything you do withbrand– Pricing, product and package strategy, channel

and access strategy and communication

• Develop a tracking system to measure thekey dimensions of brand equity

• Let it drive drive everything you do withbrand– Pricing, product and package strategy, channel

and access strategy and communication

• Develop a tracking system to measure thekey dimensions of brand equity


Some reasons for why brands gosick?

• Poor investment in sustaining what makes thebrand different.– Innovation- Panadol and Emzor– Aspiration and Image- Gulder

• Long term strategy gets compromised by shortterm gains– Over sales promotion which destroys non-price

differentiation edge- 7UP– Salesmen take over brand management

• Milking a brand too early– Lucozade

• Poor investment in sustaining what makes thebrand different.– Innovation- Panadol and Emzor– Aspiration and Image- Gulder

• Long term strategy gets compromised by shortterm gains– Over sales promotion which destroys non-price

differentiation edge- 7UP– Salesmen take over brand management

• Milking a brand too early– Lucozade


Some reasons why brands gosick

• When the brand does not stay young– Guinness had to re-invent itself with Michael Power

• Frequently changing brand positions• Other elements of the marketing mix do not

work in tandem with brand positioning• Over extending the brand into new categories and

markets– Lack of focus– Spreading thin over many areas competing with

deeply entrenched competitors

• When the brand does not stay young– Guinness had to re-invent itself with Michael Power

• Frequently changing brand positions• Other elements of the marketing mix do not

work in tandem with brand positioning• Over extending the brand into new categories and

markets– Lack of focus– Spreading thin over many areas competing with

deeply entrenched competitors


Some reasons why brands gosick

• Sales men take over brand management– The brand is moved to become everything to

everybody

– Differentiation and uniqueness is lost

• Failure to take advantage of new media– Media clutter -

• Sales men take over brand management– The brand is moved to become everything to

everybody

– Differentiation and uniqueness is lost

• Failure to take advantage of new media– Media clutter -


Brand Identity Exercise

• Pick two competing brands familiar to you

• Draw a detailed brand identity structure forthe brands

• Distill into a value proposition andpositioning statement

• Justify your thoughts by presenting to thegroup

• Pick two competing brands familiar to you

• Draw a detailed brand identity structure forthe brands

• Distill into a value proposition andpositioning statement

• Justify your thoughts by presenting to thegroup


So Brand Doctor-what injectionwill you prescribe?

• Thank you• Thank you


Becoming a brand doctor -D

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