YOUR OPINION?
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
This presentation was uniquely developed for the Bucharest ASE students and delivered on December 3rd, 2014 - Paul MARKOVITS
A brand is a promise
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
Source:
Kevin
Roberts
Lovemarks
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
Brand Positioning
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
This presentation was uniquely developed for the Bucharest ASE students and delivered on December 3rd, 2014 - Paul MARKOVITS
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
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)
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
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
This presentation was uniquely developed for the Bucharest ASE students and delivered on December 3rd, 2014 - Paul MARKOVITS
Vodafone Mayfly
Brand/Organisation
Brand Bullseye
Colgate
Brand Onion
Ogilvy
Brand Pyramid
GM, P&G
Kapferrer
Brand Tree
Coca-Cola
Unilever
Brand in a bottle
(Customised Model)
Heineken
McKinsey
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
Internalisation
Externalisation
Picture of Recipient
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
Promise or Proposition
Substantiations/Reasons To Believe
Unique attributes
Brand Personality
Brand Personality
Target Audience
Frequently
Brand Values
Iconography
Visual identity
Role/Purpose
Reason to exist
Ambition / Vision
Key Insight