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WHAT IS MARKETING ABOUT?

YOUR OPINION?

Consumer behavior complete model

Show chart in Word

Source: Engel, James F.; Blackwell, Roger D.; Miniard, Paul W. - Consumer Behavior Seventh edition. The Dryden Press,
Harcourt Brace Jovanovich College Publishers, 1993

Branding
Paul S. Markovits
Brand Builder
This presentation was uniquely developed for the Bucharest ASE students and delivered on December 3rd, 2014 - Paul MARKOVITS

This presentation was uniquely developed for the Bucharest ASE students and delivered on December 3rd, 2014 - Paul MARKOVITS

THE BRAND

Product vs Brand vs Brand experience


Brand Positioning

This presentation was uniquely developed for the Bucharest ASE students and delivered on December 3rd, 2014 - Paul MARKOVITS

What is ... The Brand?

A brand is a promise

Brands exist in the mind an heart of the target

This presentation was uniquely developed for the Bucharest ASE students and delivered on December 3rd, 2014 - Paul MARKOVITS

PROMISE = TRUST + DELIGHT

This presentation was uniquely developed for the Bucharest ASE students and delivered on December 3rd, 2014 - Paul MARKOVITS

Source:
Kevin
Roberts
Lovemarks

This presentation was uniquely developed for the Bucharest ASE students and delivered on December 3rd, 2014 - Paul MARKOVITS

Brand communications and brand


positioning

This presentation was uniquely developed for the Bucharest ASE students and delivered on December 3rd, 2014 - Paul MARKOVITS

Brand Positioning

Positioning is not what you do to a product


positioning is what you do to the mind of the prospect

This presentation was uniquely developed for the Bucharest ASE students and delivered on December 3rd, 2014 - Paul MARKOVITS

What is positioning?
Brand Position:
Part of brand identity that is actively
communicated to a target audience and
demonstrates advantage vs. competition.
Positioning involves the careful synchronization of
every element of the marketing mix.

This presentation was uniquely developed for the Bucharest ASE students and delivered on December 3rd, 2014 - Paul MARKOVITS

Key characteristics of successful


positioning
Target audience: the brand position should target a
specific audience
Provide competitive advantage: should be setting a
meaningful and valuable difference in the mind of the
target audience
Actively communicated: all marketing mix elements
should be geared against clear communication objectives
Part of the brand identity: choose key unique/important
elements that represent brand essence
is usually narrower than brand identity, and can change while
identity stay the same

This presentation was uniquely developed for the Bucharest ASE students and delivered on December 3rd, 2014 - Paul MARKOVITS

Why do we need strong positioning?


More brands and SKUs in the stores than ever before that are
becoming commodities in consumer minds
Shifts the focus to price

Over the last 10 years, in the US, over 15,000 SKUs have been
launched
Over 50% of these fail (lose 30% of distribution in Yr2)
40% failure rate in Laundry
54% failure rate in Cleaners

Less than 5% achieve sales of >$50MM (US)


Less than 10% over $20MM

Average cost of failure is $20MM

Consumers consideration set is typically 150 SKUs


Makes up 80-85% of needs

BREAKING THROUGH THE CLUTTER is KEY


This presentation was uniquely developed for the Bucharest ASE students and delivered on December 3rd, 2014 - Paul MARKOVITS

Commoditization of Brands
Study by MarketFacts found that in most categories
leading brands where becoming more similar (48 of 51 categories)
Laundry ranked 26th of 51 categories with respect to
similarities
Leading brands in laundry ranked 13th of 48 categories in terms of
similarity (ie 34 categories had less similarity between brands)

Household cleaners ranked 14th of 51 categories

Leads to price becoming more important than


brand in decision
27 of 38 categories analyzed rated price higher than brand, including
cleaners and laundry
Own brand or Private Labels are making inroads into the categories
This presentation was uniquely developed for the Bucharest ASE students and delivered on December 3rd, 2014 - Paul MARKOVITS

Commoditization of Brands
Recent article on commodization of brands cited 3
reasons behind why consumers shift between brands:
Shift from brand building advertising to promotional programs
Shift from informational advertising to entertainment oriented
advertising
Shift from communications focused on distinct positioning
strategy to communications which focus on brand essence or
imagery.

This presentation was uniquely developed for the Bucharest ASE students and delivered on December 3rd, 2014 - Paul MARKOVITS

HOW TO BUILD DISTINCTIVE


BRANDS?

Kevin Keller Consumer


Based Brand Equity
This presentation was uniquely developed for the Bucharest ASE students and delivered on December 3rd, 2014 - Paul MARKOVITS

The 3 Fundamental Questions for a Brand

Do we have a reference frame?


Are we using our points of parity?
Are the point of difference enticing enough?

Source: K. Keller, B. Sternthal, A. Tybout Three questions to ask about your brand, HBR, sept
2002,

This presentation was uniquely developed for the Bucharest ASE students and delivered on December 3rd , 2014 - Paul MARKOVITS

This presentation was uniquely developed for the Bucharest ASE students and delivered on December 3rd, 2014 - Paul MARKOVITS

A brand is what a brand does.


(Arun Sarin former Vodafone Group CEO )

This presentation was uniquely developed for the Bucharest ASE students and delivered on December 3rd, 2014 - Paul MARKOVITS

Vodafone Mayfly

Models and Schools of Thought!


Branding Models

Brand/Organisation

Brand Bullseye

Colgate

Brand Onion

Ogilvy

Brand Pyramid

GM, P&G

Brand Identity Prism

Kapferrer

Brand Tree

Coca-Cola

Brand Key (Customised


Model)

Unilever

Brand in a bottle
(Customised Model)

Heineken

Diamond Brand Model

McKinsey

Bow Tie Model

Psilogy

BRAND PYRAMID
ESSENCE

BRAND
POSITIONING

POSITIONING

PERSONALITY

BRAND
DELIVERABLES

FUNCTIONAL BENEFITS

PHYSICAL/PRODUCT
ATTRIBUTES

BRAND
CONSUMER

FRAME OF
REFERENCE
1. Macro
2. Micro

VALUES
EMOTIONAL BENEFITS
(Brand Image/Brand
Experience)

MANDATORIES/OTHER
ASSOCIATIONS/ATTRIBUTES

INSIGHT

TARGET

Models focusing on image (Kapferrer)


Picture of Sender

Internalisation

Externalisation
Picture of Recipient

Psilogy Bow Tie Model


Ratio
Target

Target
Imagery
Insight

Insight

Reasons to
Believe

Reasons to
Believe
Reason to
Desire

Benefits

Benefits

B2
C

B2
B

Branding Element

Brand
Identity
Prism

Brand
Onion

Brand Key

Brand
Bullseye

Brand Tree

Brand
Pyramid

Bow Tie

Hourglass

Brand Essence

Brand Personality

Brand Values

Brand Promise

Brand Role

Consumer Insight

Target Consumer

Competitive Environment

Brand Substantiators

Brand Benefits

Physique

(Consumer) Self-Image

Consumer Reflection

Differentiators

Positioning
Statement
This presentation

Allways
Essence

The memorable shorthand of the brand

Promise or Proposition

What does it offer

Emotional or Brand Benefits

How does it make consumers feel

Functional or Product Benefits

What does it actually do

Substantiations/Reasons To Believe

Unique attributes

Brand Personality

Brand Personality

Target Audience

Who is it meant for

Frequently
Brand Values

What does the brand believe in

Iconography

Visual identity

Role/Purpose

Reason to exist

Ambition / Vision

Goal of the brand

Key Insight

Key consumer needs that the brand is


adressing

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