The ultimate brand@ax tantawy

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@AxTantawy, The Ultimate Brand

This Ultimate model of branding, a term

often used in business, marketing and design.


We attempts to present a comprehensive model of brand. It is framed around four main ideas:

1) a brand is more than a name or symbol

2) creating a great customer experience is

the essence of good branding

3) perceptions of a brand can be measured

4) brands are a form of sign


Perception Experience Product

Brand

Name

Customer MIND

Brand Measurement

Symbol

individuals


More than a name or symbol

People speaking informally about brand

often use the term to mean the name or

symbol of a company. While this shorthand

is convenient, it misses an important truth.

A brand is at least two things:

a name and a perception of what the name means. Perception

Brand

Name


Creating a great customer experience

Of course, perception of a brand does not

arise on its own. Rather, it grows out of

experience with a product.

Experience means here any point at which

contact is made with a potential customer.

Perception experience Product

By controlling all the touch points, we try to ensure that customers have a

great experience and like it.



Brand

Name

We are responsible for any item which comes into

contact with customers.


Lets start



Brand

Name Symbols do not represent brands

directly; instead, symbols call to

mind the name of a brand which

in turn calls to mind an associated

perception


Symbol

• graphic

• trade dress

• spokesmen

• words

• sounds

Symbols can be “5 TYPES”



Brand

Name Name can be:

1. existing words

2. coined words

3. abbreviations

4. hybrids


Symbol

Name

existing words

coined words

abbreviations

hybrids

1. Things (or ideas) 2. People (often founders) 3. Places (often of origin Ex: Dell, Ford, Masr insurance, Tala’t Mastafa

Name

existing words

coined words

abbreviations

hybrids


1. analogous 2. Arbitrary Ex: Ampex, Compaq, Navistar, haircode


Name

existing words

coined words

abbreviations

hybrids



1. contractions 2. acronyms 3. Initials Ex: Fiberglas, Intel, Mobil, Wal-Mart


Name

existing words

coined words

abbreviations

hybrids



1. contractions 2. acronyms 3. Initials Ex: Fiberglas, Intel, Mobil, Wal-Mart

Ex: Bell Atlantic, Union Pacific


Brand

Name

Brand Everything is a brand .

It can grow up from anything


Symbol

• Products : Pepsi, Mo’amen

• Services: Mobinil, Citigroup

• Organizations: GE, Mansour

• celebrities

– real people : Amr Diab

– fictional characters: Bakar

• Events: El-Tahreer


brands can grow out of:




• celebrities



• Events: El-Tahreer





• celebrities



• Events: El-Tahreer festival


What about

Brand Measurement ???



Brand

Name

Brand Measurement


Brand Measurement

Symbol


perceptions of a brand can be measured

and aggregated to give an overall view; perceptions can also be correlated to various audiences

Audiences may be segmented based on:

• Demographics

• Psychographics

• Technographics

• Interests

• Attitudes

• Usage of a product



Three terms in brand measurement



position

measures of a brand in relation to other brands



position reach

measures of a brand in terms of numbers of people affected



position reach reputation

measures of a brand in terms of attributes that people assign to it

See more about

“Brand Measurement methodology” @slideshare.net/AbdulrhmanTantawy



Brand

Name

Perception


Brand Measurement

Symbol


Brand

Name brand perception is

the audience expectation

achieved by the brand’s management team;

sometimes thought of as brand image


Brand Measurement

Symbol


Brand

Name

Brand perception developed

throw individuals


Brand Measurement

Symbol

individuals


Brand

Name

individuals compare their needs with their expectation of one or

more brands in a category;


Brand Measurement

Symbol

individuals

Needs Expectation Which brand most closely matches their needs ??


VS


If match “purchase”

“Join” “adopt”

“use” “display”


VS

If match “purchase”

“Join” “adopt”

“use” “display”

if there’s not a match,

“they may look for new options or

modify their expectations”


VS


Are there any other factors influence individuals ??


What about the “external systems” !!


external systems play a role in shaping individual’s

values goals needs expectations


Next example of some External Systems we should consider


cultural systems such as

• language

• political systems

• economic structures

• available technologies

1



• language




the physical environment such as

• natural resources

• weather

• disasters

1 2



• language




the physical environment such as

• natural resources

• weather

• disasters

human needs such as

• physiological

• safety and security

• belongingness and love

• esteem

• cognitive

• aesthetic

• self-actualization

1 2 3


Brand

Name

experience


Brand Measurement

Symbol

individuals

frustrate, satisfy or delight


Brand

Name

while experience shapes perception

perception also shapes experience


Brand Measurement

Symbol

individuals


likewise an individual’s values, goals,

needs, and expectations also shape

perception of experience;

for example:

in a blind taste test Pepsi beat Coke

in a labeled test Coke beat Pepsi

Two Types of Experience


1. direct experience considering a purchase

visiting a point of sale purchasing a product

setting up the product using the product

maintaining the product displaying the product


2. indirect experience what friends say what experts say

what competitors say what the we say

e.g., ads, PR how others use the product

e.g., buy, display, etc. how others react

to display of the product



Contact


Contact

brand building begins at any point of contact with a potential customer


Contact

leaving any contact to chance creates a risk of a poor experience

brand building begins at any point of contact with a potential customer


Brand

Name

Product


Brand Measurement

Symbol

individuals


Brand

Name

product is used here in a broad sense

and incorporates the traditional four

Ps of marketing: product, price,

placement, and promotion


Brand Measurement

Symbol

individuals

Read more about product branding in

“The Magic of 4Ps” @slideshare.net/AbdulrhmanTantawy


OR


Product

Brand?


a product may be related to

more than one brand


But brand with only one perception…


Four types of

“product brand relationship”

employed where products change

frequently and must work together

IBM, Microsoft, Sony

1. under a homogeneous master brand 2. in a mixed brand family 3. in a heterogeneous brand system 4. as a co-brand


which may indicate confusion about strategy

General Motors’ brand family

Buick, Chevrolet, GM Truck, Saturn



employed for commodities to increase

shelf space and sales

for example, Proctor & Gamble makes

both Tide and Cheer but does not identify them as coming from P&G



1. simple co-brand Egypt Air - Star alliance

2. an ingredient brand Intel Inside on a Compaq Computer

3. a source brand Made in Japan

4. an confirmationbrand ISO-9002

5. a compatibility brand MacOS





Brand

Name

Customer MIND

Brand Measurement

Symbol

individuals

Reference

Tantawy Laptope

Dubberly Design Office, Hugh Dubberly

22 immutable laws of branding, Jack trout

acknowledgements

Omar Soliman

Mohamed Hassan Mabrouk

Mustafa Hamalawi

Martin Luther King

mailto:[email protected]

The ultimate brand@ax tantawy

Education

Transcript of The ultimate brand@ax tantawy