Media Planning & Brand Management · Kapferer’s prism Media Planning & Brand Management - LUMSA...
Transcript of Media Planning & Brand Management · Kapferer’s prism Media Planning & Brand Management - LUMSA...
Media Planning & Brand Management
Stella RomagnoliMarketing & Digital Communication
LUMSA 2019-2020
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Lesson 1.Brand definitions and
Brand Building Process part 1
What will you learn at the end of this section?
What is a brand
History of brandingUnderstanding the structure of a brand
How to build a brand from scratch: the branding process• Defining and positioning a brand:
– Mission, Vision, Values– Brand personality
– Brand Drivers– Brand Value Proposition
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The Brand
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And what about this bottle?
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Origin of branding
Origin of branding
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2’22’’
Branding for Designer – Sean Adams – Lynda.com
In the origin, brand meant ownership
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Branding for Designer – Sean Adams – Lynda.com
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And now?
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What is a Brand?
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3’34’’
Branding Foundation – Drew Boyd – Lynda.com
The Brand is a promise
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Brand logos and brand names are the visual cues to trigger
that locus of emotions that the brand promises you
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What’s this brand logo telling you?
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What this Brand stands for? What’s the promise?
• Products
• Qualitative standards• Aesthetics
• Status symbol• Price
• …..
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And this one?
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The brand is how everything (the company does)
is perceived.
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Definitions of brand and branding
American Marketing Association. 2011
Brand:A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.
The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller.
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Keller. 2015
Branding is the process of giving a meaning to specific company, products or services by creating and shaping a brand in consumers’ minds.It is a strategy designed by companies to help people quickly identify their products and organization, and give them a reason to choose their products over the competition’s, by clarifying what this particular brand is and is not.
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The two dimensions of brands
Keller defines a brand as a product that adds either
• rational and tangible dimensions (related to product performance)
• or symbolic, emotional and intangible dimensions (related to what the brand represents) that differentiate it from other products designed to fulfil the same need.1
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1 Keller, K.L. (2008a), Building, Measuring, and Managing Brand Equity, 3rd edition. Upper Saddle River, NJ: Prentice Hall.
Brand associations
Brand associations are:
• Intrinsic (functional: shape, taste, performance, price…) also called brand skills; and
• Extrinsic (imagery, lifestyle, symbolism, personality, …) sometimes referred to as brand charisma
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Marketing Communication. A European Perspective – P. De Pelsmaker, M. Geuens and J. Van Der Bergh –Pearson 2017
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The brand structure
Kapferer. 1992
Kapferer has emphasized brand as an identity structure with six integrated facets of personality, culture, self-projection, physique, relationship and reflection.
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Kapferer, J.-N. (1992). Strategic brand management: New approaches to creating and evaluating brand equity. New York: The Free Press.
Kapferer’s prism
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EXTERNALIZATIONsocial part
Kapferer’s prism
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EXTERNALIZATION INTERNALIZATIONInner part, soul
Kapferer’s prism
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EXTERNALIZATION INTERNALIZATION
PICTURE OF THE SENDER
PHYSICS PERSONALITY
Kapferer’s prism
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PICTURE OF THE SENDER
PHYSICS
Tangible combination of characteristics
LOGO,PACKAGING,
DESIGN,SHAPE
Kapferer’s prism
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PICTURE OF THE SENDER
BRAND PERSONALITY,
TONE OF VOICE
PERSONALITY
Identification with a person, attributing
human characteristics
Kapferer’s prism
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EXTERNALIZATION INTERNALIZATION
PICTURE OF THE SENDER
PICTURE OF THE RECEIVER
SELF IMAGE
Perceiving one’s selfREFLECTION
Typical consumer asperceived by others
Kapferer’s prism
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EXTERNALIZATION INTERNALIZATION
PICTURE OF THE SENDER
PICTURE OF THE RECEIVER
RELATIONSHIP
What kind of relationship the
customer has with the brand
CULTURE
Brand values
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Let’s see an example
Brand Identity Prism
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McDonald’s
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Let’s try it one now
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SELF IMAGEREFLECTION
PHYSICS PERSONALITY
RELATIONSHIP CULTURE
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But how can we create and shape a brand?
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Where do we start building a brand?
The Branding Process
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3’13’’
Branding Foundation – Drew Boyd – Lynda.com
Branding Building Process
1. Define and position the Brand (Vision, Mission, Values, Brand Personality and Brand Value Proposition)
2. Express the brand
3. Build awareness and reputation for the brand4. Measure the brand
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Define and position the Brand
Defining the Brand
We need to start by asking ourselves:
1. What products or services do we sell? (brand skills)2. What are the trends and opportunities in the market?
3. Who are our customers?4. Who are our competitors?
5. What is our value proposition?
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To find the brand proposition wehave to consider:
1. The brand owner perspective2. The competitors and3. The target audience
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The Brand Value Proposition model by Interbrand (revisited)
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1.The Brand Owner
Perspective
Brand owner perspective: Brand Values
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Brand OwnerPerspective
(their capabilities and vision for the brand)
Brand Values(what a brand stands for,
the things it holds dear, the principles that define how it
behaves)
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Brand Values
Brand Owner perspective
• Who we are and what are our core values, culture, beliefs(BRAND VALUES)
• Why we do what we do (BRAND VISION)– Our strategic goals– Our vision of the future
• What we do (BRAND MISSION)– What we offer– Our skills and expertise
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Vision: the big idea
• It's the dream. It's what you've always dreamt of, and it'sthe big dream.
• It’s the WHY you’re doing this business
• It's far-reaching. It's going to stretch your mind, stretch your imagination, so you want to reach far and wide.
• And you also want to make sure that that vision excitespeople.
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Mission and Vision statements explained – EnterpreneurNOW – Linkedin learning 2019
Mission: it’s what we do
We could break up mission statement into two groups:
• Business mission• Social missionA social mission is optional. Some brand write the business mission and the social mission together, but they are different things.
Social missions usually don’t make money… so the investors prefer to clearly understand the business missionof a brand.
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Mission and Vision statements explained – EnterpreneurNOW – Linkedin learning 2019
Business Mission
The business mission tells the story of the business.
• It tells what the business is• What’s its purpose.
• And it's very descriptive.There are lots of mission statements that do not tellanything about what brands do…
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Mission and Vision statements explained – EnterpreneurNOW – Linkedin learning 2019
…and that’s why! Tips to create a mission statements
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https://youtu.be/LJhG3HZ7b4o
3’51’’
Vision Vs. Mission
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Mission and Vision statements explained – EnterpreneurNOW – Linkedin learning 2019
2’37’’
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ExamplesMission, Vision, Values
The Mission is the Brand DNA
The Post 2’30’’
2’30’’
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Findus mission
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Google mission
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The vision is quite vague
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Enel Values
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Algebris Investments
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Brand Personality
Brand owner perspective: Brand Personality
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Brand OwnerPerspective
(their capabilities and vision for the brand)
Brand Values
Brand Personality(the human characteristics that are attributed to and
personify the brand)
Brand Personality
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3’08’’
Branding Foundation – Drew Boyd – Lynda.com
Brand Personality
• Personality increases consumer preference for a brand and helps mantain loyal customers
• Dimensions of brand personality (J. Aaker 1997):
1. Sincerity2. Excitement3. Competence4. Sophistication5. Ruggedness
• To be perceived as credible, the brand must have traits consistent with someone who would make and keep hispromise
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Jennifer Aaker Brand Personality dimensions and traits
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Everybrand has 1 or 2 personality traits
Sincerity
• Sincere brands are often more “down-to-earth”, they might be small-town originated, or family-oriented, and are often very honest and real with their customers
• Sincere brands can also be sentimental, cheerful, and wholesome.
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Excitement
• This includes brands that are daring and trendy, modern, spirited, or imaginative.
• Exciting brands are often new, cool, trendy, young, contemporary, and unique.
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Competence
• Brand personalities that focus on competence are reliable, hard-working, and secure. They often involve a great deal of technical features and intelligence, and may link with thought-leaders, confident people, success, and corporations.
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Sophistication
• Sophisticated brands are frequently associated with the upper-class. They link with things like beauty and have a very charming voice. Some sophisticated brands are quite glamorous, and “exclusive” too.
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Ruggedness
• Rugged brands are bolder and daring. Their focus is on outdoorsy elements, masculinity, and a sense of overall toughness or strength.
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ThanksSources:Branding Foundation – Drew Boyd – Lynda.comBranding for Designer – Sean Adams – Lynda.comMission and Vision statements explained – EnterpreneurNOW – Linkedin learning 2019Kapferer, J.-N. (1992). Strategic brand management: New approaches to creating and evaluating brand equity. New York: The Free Press.Marketing Communication. A European Perspective – P. De Pelsmaker, M. Geuens and J. Van Der Bergh –Pearson 2017Dimensions of brand personality, Jennifer L Aaker, JMR Journal of Marketing Research; Aug 1997Brand Value Proposition Model, Interbrandwww.panmore.com
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