BRANDING
Some Brand Definitions:
A brand is a collection of perceptions which reside in the hearts and minds of customers and prospects—the sum total of their experiences with and perceptions of a company—an intangible. A brand is a promise. It is a pledge of satisfaction, quality, and predictable results. A brand carries with it a set of assets or liabilities linked to a company’s name and logo that adds to or subtracts from the value provided by a product or service.
Brand is everything what you want to communicate to consumers and what you communicate (whether you want to or not).
By definition, “brand” is whatever the consumer thinks of when he or she hears your company’s name.
David Ogilvy defines brands as “the intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.”
Philip Kotler defines brands as “A brand is a name, term, sign, symbol, or design or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competitor.”
Walter Landor: “Simply put, a brand is a promise. By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality.”
Branding’s role in Marketing & Advertising:
The brand relies on the effectiveness of marketing.
Marketing relies on the strength of the brand.
Advertising grabs customers’ minds.
Branding gets at customers’ hearts.
Some Types of Brands:
BUSINESS / CORPORATE / TRADE NAME
(followed by trademark/trade dress identifiers):
Coca-Cola (red & script), McDonalds (Golden Arches), Nike (swoosh), IBM (blue), Yahoo (logotype & voice), Intel (Intel Inside & musical notes), Levi's (red pocket tab), General Mills (G), Kodak (yellow & 'bug'), Xerox (digital X), Wegmans (plate with knife, fork, spoon graphic)
PRODUCTS & PRODUCT LINES (Consumer & Business):
Coca-Cola, V8, Wheaties, Pop Tarts, Snapple, Lean Cuisine, FancyFeast, Miracle Whip, Jell-O, Levi's 501, Nike—swoosh
SERVICES (Consumer & Business):
Friends And Family: phone service service plan
GM, Mr Good Wrench: auto service guarantee of quality
Wegmans Shoppers Club: price discounts & special privileges
1-800-CALL-ATT: to use ATT long distance services
Sears KidVantage: clothing discount program
American Airlines, Mileage Plus: frequent flyer program
INGREDIENT / FEATURE / COMPONENT: ingredient brand
Lay's KC Masterpiece Barbecue Potato Chips:
—also example of “co-branding” and product extension
—competed with Lay's standard barbecue potato chips
ColorPoint: ingredient brand
—new/better color film technology by Kodak
—verses saying "New & Improved"
Mobi Mesh: feature brand
—a customized and registerd metal mesh for bird feeders
Sure Flash: component brand
—a flash that will go off on every picture—One-Time-Use cameras
PERSONAL:
You are a brand. If people know your name or recognize your face, they hold your brand image in their minds.
PERSONALITY:
Large personal brands.
Wide-reaching personal celebrity with significant value-add when associated with products or services: sports, business, hollywood, political celebrities . . .
• Martha Stewart
• Tiger Wood: Buick
• Michael Jordan
• Jamie Leigh Curtis: Activia Yogurt
• Jimmy Falon: Credit Card
• Rush Limbaugh: advertisers on his show
Diet Product Industry Spokespeople:
NutriSystem—Tori Spelling (actress)
—Dan Marino (sports commentator, NFL Hall of Fame quarterback)
—Don Shula (former NFL coach)
—Steve Beuerlein (former NFL quarterback)
—Zora Andrich (television personality, Joe Millionaire winner)
Jenny Craig
—Queen Latifah (rapper, singer, actress)
—Valerie Bertinelli (actress)
—Kirstie Alley (actress)
—Monica Lewinsky (former White House intern, entrepreneur)
—Kimberly Locke (singer, former American Idol contestant)
Weight Watchers
—Jenny McCarthy (model, comedian, actress, author)
—Sarah Ferguson, aka Fergie (Duchess of York)
—Lynn Redgrave (actress)
Slim-Fast
—Rachel Hunter (actress, model)
—Tommy Lasorda (former Major League Baseball pitcher/manager)
—Shari Belafonte (actress, model, writer, singer)
—Kathie Lee Gifford (actress, singer-songwriter, former co-host of Live with Regis and Kathie Lee)
—Whoopi Goldberg (The View moderator, actress, comedian, author)
—Ann Jillian (actress)
***Brands can be independent, dependent, coexisting, leveraged (brand leveraging), etc.
Definitions of Primary Branding Terms:
A brand name is that part of a brand that can be spoken, including letters, words, and numbers; a brand name is often a product’s only distinguishing characteristic.
A brand mark is an element of a brand that cannot be spoken, often a symbol or design.
A trademark is a legal designation indicating that the owner has exclusive use of the brand or part of that brand and that others are prohibited by law from using it.
A trade name is the full legal name of an organization rather than the name of a specific product.
Additionally: brand imagery, brand graphics, brand copy, etc.
Coke Consumer Brand Breakdown Examples: PRODUCT: Coca-Cola ZERO (Coke Zero)
Coca-Cola: Brand Name (product name)
“Coca-Cola” script: Brand Mark & Trademark (logotype)
“Coke”: Brand Mark & Trademark (logotype)
“Coke classic original formula”: Trademark
Bottle graphic: Brand Mark & Trademark
PRODUCT: Coca-Cola Zero (Coke Zero)
Coca-Cola Zero/Coke Zero: Brand Name(s) (product names)
—Coca-Cola/Coke: Primary Brand(s)
—Zero: Sub-Brand (line extension—feature branded)
“Coca-Cola” script: Brand Mark & Trademark (logotype)
“ZERO”: Brand Mark & Trademark (logotype)
Bottle graphic: Brand Mark & Trademark
The Coca-Cola Company: Trade Name (corporate brand name)
Red: Corporate Trade Dress Color
White: Corporate Trade Dress Color
Black: Sub-Brand Trade Dress Color
A Definition of Brand Equity:
Brand equity is a set of assets (and liabilities) linked to a brand’s name and symbol that adds to (or subtracts from) the value provided by a product or service to a firm and/or that firm’s customers. The major asset categories of Brand Equity are: 1: Brand name awareness, 2. Brand loyalty, 3. Perceived quality, and 4. Brand associations (Aaker).
See KODAK FunSaver 35 (One-Time-Use) Cameras case study, below
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PACKAGING
Evolution of a Consumer Product Brand:
Kodak One-Time-Use Cameras
KODAK Fling 35 (Disposable) Camera
—original/initial product (1988)
—negative environmental connotation
—stigma stuck with the line
KODAK Weekend 35 Waterproof Camera
—first product line extension
—“Fing” & “Disposable” dropped
—second product line extension
—repositioned Fling 35 as FunSaver 35
—third product line extension
—forth product line extension
—fifth product line extension
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Brand Equity Case Study (below):
PRODUCT LINE: KODAK FunSaver 35 (One-Time-Use) Cameras
In repositioning the line to bring it together under a consistent, cohesive brand name and design, a brand line naming exercise was undergone followed by customer focus group research on several name options, including FunSaver 35. Surprisingly and unexpectedly, sufficient brand equity had been built-up through the two existing Funsaver 35 models that it was preferred by customers by wide margins over the other options that were presented, among which were Pocket and Kapture.
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KODAK FunSaver 35 (One-Time-Use) Cameras
—product line was consolidated, repositioned & renamed
—line was unified under one primary brand name (FunSaver 35) and design
—poor performing models were dropped (TeleFoto & Potrait)
—line became referred to as the 'Mini' line
—Daylight & Flash line extensions/coexisted with 'Mini' line
—Pocket was more “camera-like” in design
—sold at higher price-point than Mini
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Brand Breakdown Example (above):
PRODUCT: KODAK FunSaver Pocket One-Time-Use Daylight Camera
KODAK: Trade Name (corporate brand name)
FunSaver: Brand Name (product line name)
Pocket: Brand Extension Name (product line extension name)
Daylight: Feature Brand (model name)
Camera: product type
“Pocket” script: Brand Mark & Trademark (logotype)
Kodak “Bug”: Corporate Brand Mark & Trademark (logo)
Eastman Kodak Company: Trade Name (corporate brand name)
Yellow: Corporate Trade Dress Color (Pantone® 123)
Red: Secondary Corporate Trade Dress Color (Pantone® 495)
—“KODAK” always red on yellow
Blue: Model Color (Orange for Flash model)
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KODAK FunSaver Sport (One-Time-Use) Camera
—product line extension
—more “camera like” waterproof camera
—specialty product sold at higher price-point than Weekend
—redesign of Pocket Daylight & Flash line extensions
—Product line consolidation & rebranding
—followed film branding (1998-2001)
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WEBSITES
Website Development Process Breakdown
Business Phase
Business goals of the website are set (3±)
—what the website will accomplish for the company
Marketing Phase
Determinations are made:
—how the website can be used and leveraged
—how to steer customers and prospects to the website
Production Phase
a) Project Management
Project is managed from start to finish
—Client expectations are set and managed as well as all logistics
—Keeping project, team members, client, and budget on track
b) Visual Design Phase
Crafting of website’s structure, navigation, and interface design
Overall appearance, text integration, graphics, and animation is determined for key levels of the website
c) Information Architecture Phase
Website blueprint developed
This is where it is determined how the whole site works and fits together—a site map diagram is developed
An outline of how people will navigate from page to page is developed through a series of page-level wire frame diagram layouts for key levels of the website
d) Content Design Phase
Individual page content is developed
Identifies copy elements needed per page—headlines, bulleted lists, descriptions, etc.
Identifies graphic elements needed per page—imagery, graphics, colors, etc.
—The rules and descriptions that govern each are also addressed
e) Media Phase
Specialized media created
—includes Flash animations, video, and audio
f) Programming Phase
Website automation
—Website is automated by connecting it to databases for displaying and storing content
—Connections to any applications needed for processing input are made
g) Technical Integration/Production Phase
Website optimization
—Website is optimized to ensure optimum web browser compatibility and maximize page downloading performance
***Test-runs are sprinkled throughout the various phases of the project
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OTUC Links:
http://cameracollection.tripod.com/jetakodak.html
http://www.browniecamera.nl/fun/
http://www.google.com/search?q=kodak+fling+disposable+camera&hl=en&client=firefox-a&hs=SLJ&rls=org.mozilla:en-US:official&prmd=imvns&source=lnms&tbm=isch&ei=n9GLTrOTPOrk0QGrn7HwBA&sa=X&oi=mode_link&ct=mode&cd=2&ved=0CE0Q_AUoAQ&biw=1501&bih=1304#hl=en&client=firefox-a&rls=org.mozilla:en-US%3Aofficial&tbm=isch&sa=1&q=kodak+funsaver+camera&pbx=1&oq=kodak+funsaver+camera&aq=f&aqi=g-S3&aql=&gs_sm=e&gs_upl=96398l96398l2l98926l1l1l0l0l0l0l165l165l0.1l1l0&bav=on.2,or.r_gc.r_pw.,cf.osb&fp=c0702cc1c888f558&biw=1501&bih=1304
http://www.google.com/search?q=Kodak+FunSaver+TeleFoto+35+Camera&hl=en&client=firefox-a&hs=Al0&rls=org.mozilla:en-US:official&prmd=imvnsb&source=lnms&tbm=isch&ei=4_CLTsSaGajZ0QHirpHbBA&sa=X&oi=mode_link&ct=mode&cd=2&ved=0CCwQ_AUoAQ&biw=1501&bih=1304
http://www.google.com/search?q=kodak+fling+disposable+camera&hl=en&client=firefox-a&hs=SLJ&rls=org.mozilla:en-US:official&prmd=imvns&source=lnms&tbm=isch&ei=n9GLTrOTPOrk0QGrn7HwBA&sa=X&oi=mode_link&ct=mode&cd=2&ved=0CE0Q_AUoAQ&biw=1501&bih=1304#hl=en&client=firefox-a&rls=org.mozilla:en-US%3Aofficial&tbm=isch&sa=1&q=kodak+funsaver+portrait+35+camera&pbx=1&oq=kodak+funsaver+portrait+35+camera&aq=f&aqi=&aql=&gs_sm=s&gs_upl=6080l10707l0l13107l4l4l0l0l0l0l282l845l0.2.2l4l0&bav=on.2,or.r_gc.r_pw.,cf.osb&fp=c0702cc1c888f558&biw=1501&bih=1304
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