brand architecture - morrow session part b

Brand EquityBrand Equity Brand equityBrand equity refers to the refers to the marketingmarketing effects effects

and outcomes that accrue to a product with its and outcomes that accrue to a product with its brand name compared with those that brand name compared with those that wouldwould accrue if the same product did not have the accrue if the same product did not have the brand name.brand name.

The most important assets of any business are The most important assets of any business are intangible — intangible — including its base of loyal including its base of loyal customers, brands, symbols & slogans — and the customers, brands, symbols & slogans — and the brand’s underlying image, personality, identity, brand’s underlying image, personality, identity, attitudes, familiarity, associations and name attitudes, familiarity, associations and name awareness. These assets — along with patents, awareness. These assets — along with patents, trademarks, and channel relationships — trademarks, and channel relationships — comprise brand equity, and are a primary source comprise brand equity, and are a primary source of competitive advantage and future earnings of competitive advantage and future earnings

Brand EquityBrand Equity Brand equity is initially built by laying a Brand equity is initially built by laying a

foundation of brand awareness — eventually foundation of brand awareness — eventually forming positive brand images — and is forming positive brand images — and is ultimately maximized by high levels of brand ultimately maximized by high levels of brand loyalty.loyalty.

Brand EquityBrand Equity Factors that Influences Brand EquityFactors that Influences Brand Equity

The following are the five major factors The following are the five major factors said by Aaker to influence the Brand said by Aaker to influence the Brand Equity as ‘Brand Equity (like company Equity as ‘Brand Equity (like company equity) is the set of brand assets and equity) is the set of brand assets and liabilities linked to a brand that adds or liabilities linked to a brand that adds or subtract from the brand value.subtract from the brand value.

Aaker originally outlined five components Aaker originally outlined five components of brand equity:of brand equity:

1. 1. Name AwarenessName Awareness::

Share of mindShare of mind

Brand EquityBrand Equity

2. 2. Perceived QualityPerceived Quality::

Seen as better / best fit for me (functionality, Seen as better / best fit for me (functionality, trust, long lasting)trust, long lasting)

3. 3. Brand LoyaltyBrand Loyalty::

Enduring preferenceEnduring preference

4. 4. Positive AssociationsPositive Associations::

Sponsorships, admired people using the Sponsorships, admired people using the product, corporate citizenship.product, corporate citizenship.

5. 5. Other AssetsOther Assets::

Trade marks, exclusive channels, Trade marks, exclusive channels, merchandising systemsmerchandising systems

Brand EquityBrand EquityBrand AwarenessBrand Awareness Brand awareness refers to the strength of a brand’s Brand awareness refers to the strength of a brand’s

presence in the consumer’s mind” It is a measure of presence in the consumer’s mind” It is a measure of the percentage of the target market that is aware of the percentage of the target market that is aware of a brand name. Marketers can create awareness a brand name. Marketers can create awareness among their target audience through repetitive among their target audience through repetitive advertising and publicity.advertising and publicity.

Brand awareness can provide a host of competitive Brand awareness can provide a host of competitive advantages for the marketer. These include the advantages for the marketer. These include the followingfollowing

Brand awareness renders the brand with a sense of Brand awareness renders the brand with a sense of familiarity.familiarity.

Name awareness can be a sign of presence, Name awareness can be a sign of presence, commitment and substance.commitment and substance.

The salience of a brand will decide if it is recalled The salience of a brand will decide if it is recalled at a key time in the purchasing process.at a key time in the purchasing process.

Brand EquityBrand EquityBrand AwarenessBrand Awareness Brand recognitionBrand recognition: It related to consumers’ ability to : It related to consumers’ ability to

confirm prior exposure to that brand when given the brand confirm prior exposure to that brand when given the brand a cue. It requires that consumers can correctly a cue. It requires that consumers can correctly discriminate the brand as having been previously seen or discriminate the brand as having been previously seen or heard.heard.

Brand recall: Brand recall: Brand recall relates to consumers’ aptitude Brand recall relates to consumers’ aptitude to retrieve the brand from memory given the product to retrieve the brand from memory given the product category, the needs fulfilled by the category or a purchase category, the needs fulfilled by the category or a purchase or usage situation as a cue. It requires consumers to or usage situation as a cue. It requires consumers to correctly generate the brand from memory when given a correctly generate the brand from memory when given a relevant cue.relevant cue.

Top-of-mind brand: Top-of-mind brand: This is the brand name that first This is the brand name that first comes to mind when a consumer is presented with thecomes to mind when a consumer is presented with the

name of a product classification.name of a product classification. Dominant Brand: Dominant Brand: The ultimate awareness level is brand The ultimate awareness level is brand

name dominance, where in a recall task; most consumers name dominance, where in a recall task; most consumers can only provide the name of a single brand..can only provide the name of a single brand..

Brand LoyaltyBrand Loyalty

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The Types of Loyalties are:The Types of Loyalties are: Passive Loyal : buying out of habitPassive Loyal : buying out of habit Fence Sitters: Indifferent to two or more Fence Sitters: Indifferent to two or more

brandsbrands Committed: truly loyal to a brandCommitted: truly loyal to a brand

How to develop Brand How to develop Brand equityequity

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How to develop Brand How to develop Brand equityequity

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Why Brand Equity Why Brand Equity MattersMatters

Brand equity is the essential lever of profitability Brand equity is the essential lever of profitability because it represents the value of the brand in because it represents the value of the brand in the marketplace, independent of added features the marketplace, independent of added features and lower price (both of whichand lower price (both of which

cost the company money). Brands with strong cost the company money). Brands with strong brand equity can:brand equity can:

Command premium pricesCommand premium prices Capture and maintain market shareCapture and maintain market share Support new line extensionsSupport new line extensions Attract investorsAttract investors Fend off new competitorsFend off new competitors

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Measuring Brand Equity Measuring Brand Equity There are many ways to measure a brand. Some There are many ways to measure a brand. Some

measurements approaches are at the firm level, measurements approaches are at the firm level, some at the product level, and still others are at some at the product level, and still others are at the consumer level.the consumer level.

Firm LevelFirm Level: Firm level approaches measure the brand : Firm level approaches measure the brand as a financial asset. In short, a calculation is made as a financial asset. In short, a calculation is made regarding how much the brand is worth as an regarding how much the brand is worth as an intangible assetintangible asset. For example, if you were to take the . For example, if you were to take the value of the firm, as derived by its market value of the firm, as derived by its market capitalization - and then subtract tangible assets and capitalization - and then subtract tangible assets and "measurable" intangible assets- the residual would be "measurable" intangible assets- the residual would be the brand equitythe brand equity

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Measuring Brand Equity Measuring Brand Equity Product LevelProduct Level:: The classic product level brand measurement The classic product level brand measurement

example is to compare the price of a no-name or private label example is to compare the price of a no-name or private label product to an "equivalent" branded product. The difference in product to an "equivalent" branded product. The difference in price, assuming all things equal, is due to the brand. More price, assuming all things equal, is due to the brand. More recently a revenue premium approach has been advocated .recently a revenue premium approach has been advocated .

Consumer LevelConsumer Level:: This approach seeks to map the mind of the This approach seeks to map the mind of the consumer to find out what associations with the brand the consumer to find out what associations with the brand the consumer has. This approach seeks to measure the awareness consumer has. This approach seeks to measure the awareness (recall and recognition) and brand image (the overall (recall and recognition) and brand image (the overall associations that the brand has). Free association tests and associations that the brand has). Free association tests and projective techniques are commonly used to uncover the projective techniques are commonly used to uncover the tangible and intangible attributes, attitudes, and intentions tangible and intangible attributes, attitudes, and intentions about a brand. Brands with high levels of awareness and strong, about a brand. Brands with high levels of awareness and strong, favorable and unique associations are high equity brandfavorable and unique associations are high equity brand]]..

All of these calculations are, at best, approximationsAll of these calculations are, at best, approximations..

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Measuring Brand Equity Measuring Brand Equity

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Measuring Brand Equity Measuring Brand Equity

Possibly the best example of the value Possibly the best example of the value contained within a company's brand is the contained within a company's brand is the Coca-Cola company, which in the first quarter Coca-Cola company, which in the first quarter of 2006 had a 21 percent brand equity as a of 2006 had a 21 percent brand equity as a percentage of market capital. In dollar value, percentage of market capital. In dollar value, this amounted to $20bn. this amounted to $20bn.

PepsiCo is not far behind, with a 19 percent PepsiCo is not far behind, with a 19 percent brand equity, amounting to $19bn of its brand equity, amounting to $19bn of its market capitalmarket capital

The Chairman of Sony put it well when he said The Chairman of Sony put it well when he said : Our biggest assets is four letters: : Our biggest assets is four letters: SONYSONY

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Brand Equity StrategyBrand Equity Strategy

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PROTECTING “core equity elements”- PROTECTING “core equity elements”- those that are driving Market Sharethose that are driving Market Share

FIXING negative equity elements- which FIXING negative equity elements- which represent lost sharerepresent lost share

ATTACKING competitors positive equity ATTACKING competitors positive equity element- that is neutralizing their Brand element- that is neutralizing their Brand AdvantagesAdvantages

LEVERAGING competitors negative LEVERAGING competitors negative equity element-taking full advantage of equity element-taking full advantage of their weaknesses.their weaknesses.

Brand Equity StrategyBrand Equity Strategy

If an equity element affects consumer If an equity element affects consumer perception of the product/ service, then perception of the product/ service, then customers belief should be altered by new customers belief should be altered by new product advertising or change in product product advertising or change in product design.design.

If it is company perception affecting the If it is company perception affecting the customer, then corporate communication and customer, then corporate communication and improvement in service should impact the improvement in service should impact the changechange..

Consumers feeling about themselves can Consumers feeling about themselves can be altered thro image advertising or be altered thro image advertising or product repositioning.product repositioning.

Brand Equity Valuation Brand Equity Valuation ApproachesApproaches

Some of the more common valuation Some of the more common valuation approaches can be classified into five approaches can be classified into five categories:categories:

Cost-based approachesCost-based approaches Market-based approachesMarket-based approaches Economic use or income-based approachesEconomic use or income-based approaches Formulary approachesFormulary approaches Special situation approachesSpecial situation approaches


Cost-based approach Cost-based approach It consider the costs associated with It consider the costs associated with

creating the brand or replacing the brand, creating the brand or replacing the brand, including research and development of including research and development of the product concept, market testing, the product concept, market testing, promotion, and product improvement.promotion, and product improvement.

The accumulated cost approach will The accumulated cost approach will

determine the value of the brand as the determine the value of the brand as the sum of accumulated costs expended on sum of accumulated costs expended on the brand to date.the brand to date.


Market -based approach Market -based approach It is based on the amount for which a It is based on the amount for which a

brand can be sold. The open market brand can be sold. The open market valuation is the highest value that a valuation is the highest value that a “willing buyer and willing seller” is “willing buyer and willing seller” is prepared to pay for the asset.prepared to pay for the asset.

It is suggested that the market value of an It is suggested that the market value of an asset should reflect the possible alternative asset should reflect the possible alternative uses; the value of future options as well as uses; the value of future options as well as its value in existing activities; and realism its value in existing activities; and realism rather than conservatism.rather than conservatism.


Economic use approach/ Income based Economic use approach/ Income based approachapproach

It considers the valuation of future net It considers the valuation of future net earnings directly attributable to the brand earnings directly attributable to the brand to determine the value of the brand in its to determine the value of the brand in its current use .current use .

This method reflects the future potential This method reflects the future potential of a brand that the owner currently of a brand that the owner currently enjoys. enjoys.


Formulary approachFormulary approach

Formulary approaches consider multiple Formulary approaches consider multiple criteria to determine the value of a brand. criteria to determine the value of a brand. While similar in certain respects to While similar in certain respects to income-based or economic use income-based or economic use approaches, they are included as a approaches, they are included as a separate category due to their extensive separate category due to their extensive commercial usage by consulting and other commercial usage by consulting and other organizations. organizations.


Special situation approachSpecial situation approach Special situation approaches recognize that brand Special situation approaches recognize that brand

valuation can be related to particular circumstances valuation can be related to particular circumstances that are not necessarily consistent with external or that are not necessarily consistent with external or internal valuations. A strategic buyer is often willing internal valuations. A strategic buyer is often willing to pay a premium above the market value . to pay a premium above the market value .

This may be a result of synergies that they are able This may be a result of synergies that they are able to develop which other buyers may not be able to to develop which other buyers may not be able to achieve.achieve.

Each case has to be evaluated on individual merit, Each case has to be evaluated on individual merit, based on how much value the strategic buyer can based on how much value the strategic buyer can extract from the market as a result of this purchase, extract from the market as a result of this purchase, and how much of this value the seller will be able to and how much of this value the seller will be able to obtain from this strategic buyer. obtain from this strategic buyer.


Liquidation value approachLiquidation value approach It is the value that the asset would fetch It is the value that the asset would fetch

in a distress sale. The value under a in a distress sale. The value under a liquidation sale is normally substantially liquidation sale is normally substantially lower than in a willing buyer and seller lower than in a willing buyer and seller arrangement. The costs of liquidating the arrangement. The costs of liquidating the asset should normally be deducted in asset should normally be deducted in determining the value of the asset.determining the value of the asset.

Brand equityBrand equityyou can measure performance in three you can measure performance in three

core brand equity drivers: core brand equity drivers: financial, financial, strength, and consumer.strength, and consumer.

Financial Brand Equity MetricsFinancial Brand Equity Metrics While financial metrics are always the While financial metrics are always the

first thing that executives want to see first thing that executives want to see to confirm that a brand is profitable to confirm that a brand is profitable and should live to see another day, and should live to see another day, financial metrics should actually be financial metrics should actually be the last part of the brand equity the last part of the brand equity measurement process. measurement process.

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Brand EquityBrand Equity That’s because financial metrics That’s because financial metrics resultresult from from

the brand strength and consumer metrics the brand strength and consumer metrics described below. With that said, your described below. With that said, your financial brand equity metrics should financial brand equity metrics should gather the following data:gather the following data:

Market shareMarket share Price sensitivityPrice sensitivity ProfitabilityProfitability RevenuesRevenues Marketing investmentsMarketing investments Growth rateGrowth rate Cost to acquire new customersCost to acquire new customers Cost to retain customersCost to retain customers

Brand equityBrand equityMeasuring Measuring brand strength brand strength should also should also

be done on an ongoing basis. Following be done on an ongoing basis. Following are some of the factors to track:are some of the factors to track:

AccessibilityAccessibility Awareness and knowledge of the brandAwareness and knowledge of the brand LoyaltyLoyalty Licensing potentialLicensing potential RetentionRetention Aided and unaided recallAided and unaided recall

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Brand EquityBrand Equity Consumer Brand Equity MetricsConsumer Brand Equity Metrics

Consumers build brands, not Companies. Therefore, it’s Consumers build brands, not Companies. Therefore, it’s essential that you track consumer sentiment and essential that you track consumer sentiment and behaviors related to your brand to get a complete behaviors related to your brand to get a complete understanding of brand equity. If consumers believe understanding of brand equity. If consumers believe in a brand, it has far more equity than a brand that in a brand, it has far more equity than a brand that consumers don’t care about or believe in.consumers don’t care about or believe in.

Use the following factors to track and measure Use the following factors to track and measure consumer sentiment and behavior related to your consumer sentiment and behavior related to your brand:brand:

RelevanceRelevance Emotional connectionsEmotional connections DifferentiatorsDifferentiators ValueValue PerceptionsPerceptions 4.33


Interbrand approachInterbrand approach

Interbrand determines the earnings from the Interbrand determines the earnings from the brand and capitalizes them after making brand and capitalizes them after making suitable adjustments.suitable adjustments.

Interbrand takes the forcast profit and Interbrand takes the forcast profit and deducts a capital charge in order to deducts a capital charge in order to determine the economic profit (EVA). determine the economic profit (EVA). Interbrand then attempts to determine the Interbrand then attempts to determine the brand’s earnings by using the “brand index”. brand’s earnings by using the “brand index”. The “brand index” is based on seven factors. The “brand index” is based on seven factors. The factors as well as their weights are:The factors as well as their weights are:


Market (10%) – Whether the market is stable, Market (10%) – Whether the market is stable, growing and has strong barriers to entry. growing and has strong barriers to entry.

Stability (15%) – Brands that have been established Stability (15%) – Brands that have been established for a long time that constantly command customer for a long time that constantly command customer loyalty.loyalty.

Leadership (25%) – A brand that leads the sector that Leadership (25%) – A brand that leads the sector that it competes in. it competes in.

Trend (10%) – Gives an indication where the brand is Trend (10%) – Gives an indication where the brand is moving.moving.

Support (10%) – The support that the brand has Support (10%) – The support that the brand has received.received.

Internationalization/Geography (25%) – The strength Internationalization/Geography (25%) – The strength of the brand in the international arena .of the brand in the international arena .

Protection (5%) – The ability of the company to Protection (5%) – The ability of the company to protect the brand.protect the brand.

Young And Rubicam Brand Young And Rubicam Brand ValuatorValuator

DifferentiationDifferentiation (Point of difference , How is the (Point of difference , How is the brand different from the rest of the world, What brand different from the rest of the world, What does it offer which others are not offering)does it offer which others are not offering)

RelevanceRelevance (Is it relevant to significant segment, (Is it relevant to significant segment, does it attract a large customer base , house hold does it attract a large customer base , house hold penetration,is it personally appropriate)penetration,is it personally appropriate)

EsteemEsteem (Quality perception, is it held in high (Quality perception, is it held in high regard )regard )

KnowledgeKnowledge (What brand stands for, awareness , (What brand stands for, awareness , recognition , recall)recognition , recall)

Differentiator x relevance = brand strengthDifferentiator x relevance = brand strength Esteem x knowledge = brand statureEsteem x knowledge = brand stature

Brand ArchitectureBrand Architecture The brand architecture is the process of devising a The brand architecture is the process of devising a

plan that optimally accommodates all product plan that optimally accommodates all product brands within an organization. brands within an organization.

It is a way in which various products or sub brands It is a way in which various products or sub brands in a company's portfolio can be differentiated and/or in a company's portfolio can be differentiated and/or related to support one and other. related to support one and other.

Through the architecture, you can ensure that Through the architecture, you can ensure that diverse products reflect the core brand image of the diverse products reflect the core brand image of the business or company. business or company.

Example: The company Virgin, offers several Example: The company Virgin, offers several services from transportation to cellular network all services from transportation to cellular network all under the umbrella of the company brand name. under the umbrella of the company brand name.

In the above virgin example one of the core brand In the above virgin example one of the core brand traits is reliability whether you are taking a Virgin traits is reliability whether you are taking a Virgin train or using their cellular network. train or using their cellular network.

Brand ArchitectureBrand Architecture

Brand ArchitectureBrand Architecture

There are 3 types of brand architecture:There are 3 types of brand architecture:

Unitary/ Corporate: All the brands are Unitary/ Corporate: All the brands are marketed by the parent company bearing its marketed by the parent company bearing its corporate namecorporate name

Hybrid/endorsed: where all the brands are Hybrid/endorsed: where all the brands are linked to the parent company thro visual or linked to the parent company thro visual or verbal endorsementsverbal endorsements

Diversified/Individual: Each brand is Diversified/Individual: Each brand is marketed individually with no reference to its marketed individually with no reference to its parent companyparent company

Brand Architecture-strategic Brand Architecture-strategic considerationsconsiderations

Audience DiversityAudience Diversity What are the target segments for your What are the target segments for your brand? Is the brand focused on just one audience or must it brand? Is the brand focused on just one audience or must it appeal to many? appeal to many?

Brand ElasticityBrand Elasticity How far can each of the brands stretch to How far can each of the brands stretch to cover different products and markets? Harley Davidson made cover different products and markets? Harley Davidson made a classic blunder applying their brand to wine coolers. a classic blunder applying their brand to wine coolers.

Product/Service OfferingsProduct/Service Offerings How are other brands in the How are other brands in the portfolio positioned and targeted? Are some of your brands portfolio positioned and targeted? Are some of your brands complementary, competitive or incongruent? complementary, competitive or incongruent?

Competitive ContextCompetitive Context What are competitive branding What are competitive branding practices? How do customers view the marketplace? Do your practices? How do customers view the marketplace? Do your brands help you stand out and grab market share? brands help you stand out and grab market share?

Brand EquitiesBrand Equities Do you have brands with a particular Do you have brands with a particular following or a unique heritage or equity must be carried following or a unique heritage or equity must be carried forward? forward?

Geographic NeedsGeographic Needs How consistent are needs/preferences How consistent are needs/preferences across cultures and markets? Strong local brands might not across cultures and markets? Strong local brands might not work in other countries. Not every brand can “travel”. work in other countries. Not every brand can “travel”.

Brand Architecture-strategic Brand Architecture-strategic considerationsconsiderations

Organizational StructuresOrganizational Structures Who is accountable for branding Who is accountable for branding practices and standards? What are the political realities behind practices and standards? What are the political realities behind brands in your portfolio? brands in your portfolio?

OwnershipOwnership Does the organization have legal control over its Does the organization have legal control over its brand? You’ll have less leeway with licensed brands. brand? You’ll have less leeway with licensed brands.

Sources of GrowthSources of Growth What businesses and brands are expected to What businesses and brands are expected to drive future growth for your company? Are they helping you drive future growth for your company? Are they helping you pursue your strategy? pursue your strategy?

Purchase CriteriaPurchase Criteria How do people buy your products? Do they ask How do people buy your products? Do they ask for products by brand name or do they ask for a generic name or for products by brand name or do they ask for a generic name or your company brand name? Do your brands make buying easier? your company brand name? Do your brands make buying easier? How much do people want or need your brands? How much do people want or need your brands?

Brand PerformanceBrand Performance How do brands perform against desired How do brands perform against desired attributes? Is their positioning clear and effective? attributes? Is their positioning clear and effective?

Brand RoleBrand Role What is role of brand in fulfilling the business model? What is role of brand in fulfilling the business model? How important is the brand in driving awareness or creating How important is the brand in driving awareness or creating loyalty? loyalty?

ChannelsChannels What channels and distribution methods are available What channels and distribution methods are available and how are they used across the brand portfolio? and how are they used across the brand portfolio?

Building Brand Building Brand ArchitectureArchitecture

TEAMTEAM : Openers ( 2 batsmen) : Openers ( 2 batsmen)

1-Down1-Down

2-Down2-Down

3-Down3-Down

4-Down4-Down

Specialist all-rounderSpecialist all-rounder

Wicket-keeper/ BatsmanWicket-keeper/ Batsman

Spinners ( 3 numbers)Spinners ( 3 numbers)

Fast Bowlers ( 4 Numbers) Fast Bowlers ( 4 Numbers)

Total Team Size = 15Total Team Size = 15

Incorporating Brand Architecture Incorporating Brand Architecture into Business strategyinto Business strategy

Key to a successful Brand architecture is to understand the Key to a successful Brand architecture is to understand the target market so that you can devise a systematic target market so that you can devise a systematic positioning strategy . positioning strategy .

The Sub brands should be developed based on a study of the The Sub brands should be developed based on a study of the different segments of the market while the parent brand different segments of the market while the parent brand should help tie these strategies together.should help tie these strategies together.

Benefits:Benefits: It provides leverage to the existing brands and helps future It provides leverage to the existing brands and helps future

extensions thro marketing efficienciesextensions thro marketing efficiencies Helps to build the visual identity of the companyHelps to build the visual identity of the company As the company grows, it will help determine future As the company grows, it will help determine future

investment priorities .investment priorities . It is vital for competitive advantage because it provides It is vital for competitive advantage because it provides

optimum market coverage based on thorough market optimum market coverage based on thorough market analysis of the segments analysis of the segments

It also helps to identify gaps and clarify brand strategiesIt also helps to identify gaps and clarify brand strategies

Corporate BrandingCorporate Branding Corporate brandingCorporate branding is the practice of using a company's is the practice of using a company's

name as a product name as a product brand namebrand name. It is an attempt to use . It is an attempt to use corporatecorporate brand equitybrand equity to create product brand to create product brand recognition. It is a type of recognition. It is a type of family brandingfamily branding or or umbrella umbrella brand.brand.

Corporate branding can result in significant Corporate branding can result in significant economies of economies of scopescope since one since one advertising campaignadvertising campaign can be used for can be used for several products. several products.

It also facilitates It also facilitates new product acceptancenew product acceptance because because potential buyers are already familiar with the name. New potential buyers are already familiar with the name. New products share the awareness of the established brand products share the awareness of the established brand identity. identity.

However, this strategy may hinder the creation of distinct However, this strategy may hinder the creation of distinct brand images or identities for different products: an brand images or identities for different products: an overarching corporate brand reduces the ability to overarching corporate brand reduces the ability to position position a branda brand with an individual identity, and may conceal with an individual identity, and may conceal different products' unique characteristics.different products' unique characteristics.

Corporate BrandingCorporate Branding Thanks to the digital revolution , as never before, Thanks to the digital revolution , as never before,

people care about the corporation behind the product. people care about the corporation behind the product. They do not separate their opinions about the company They do not separate their opinions about the company from their opinions of that company's products or from their opinions of that company's products or services. This blending of corporate and services. This blending of corporate and product/service opinions is due to increasing corporate product/service opinions is due to increasing corporate transparency, which gives stakeholders a deeper, transparency, which gives stakeholders a deeper, clearer view into a corporation's actual behavior and clearer view into a corporation's actual behavior and actual performanceactual performance. .

EXAMPLES:EXAMPLES:BMW precedes the model number of each BMW precedes the model number of each car to build every name (BMW X3, BMW Z4, BMW car to build every name (BMW X3, BMW Z4, BMW M5). M5).

The Virgin Group companies have ‘Virgin’ at the The Virgin Group companies have ‘Virgin’ at the beginning of every name (Virgin Atlantic, Virgin beginning of every name (Virgin Atlantic, Virgin Balloon Flights, Virgin Megastore USA).Balloon Flights, Virgin Megastore USA).

SONYSONY

Corporate BrandingCorporate Branding Thanks to the digital revolution , as never before, Thanks to the digital revolution , as never before,

people care about the corporation behind the product. people care about the corporation behind the product. They do not separate their opinions about the company They do not separate their opinions about the company from their opinions of that company's products or from their opinions of that company's products or services. This blending of corporate and services. This blending of corporate and product/service opinions is due to increasing corporate product/service opinions is due to increasing corporate transparency, which gives stakeholders a deeper, transparency, which gives stakeholders a deeper, clearer view into a corporation's actual behavior and clearer view into a corporation's actual behavior and actual performanceactual performance. .

EXAMPLES:EXAMPLES:BMW precedes the model number of each BMW precedes the model number of each car to build every name (BMW X3, BMW Z4, BMW car to build every name (BMW X3, BMW Z4, BMW M5). M5).

The Virgin Group companies have ‘Virgin’ at the The Virgin Group companies have ‘Virgin’ at the beginning of every name (Virgin Atlantic, Virgin beginning of every name (Virgin Atlantic, Virgin Balloon Flights, Virgin Megastore USA).Balloon Flights, Virgin Megastore USA).

SONY, PHILLIPS, SAMSUNG, LGSONY, PHILLIPS, SAMSUNG, LG

Corporate BrandingCorporate Branding

Corporate branding can be summed up as Corporate branding can be summed up as being driven by the organization of the fact being driven by the organization of the fact that the organization itself, rather than its that the organization itself, rather than its products, was playing an ever increasing products, was playing an ever increasing role in the organisation’s differentiation and role in the organisation’s differentiation and its relationship with its various its relationship with its various stakeholders.stakeholders.

Corporate branding : Louis vuitton, IBM , Corporate branding : Louis vuitton, IBM , FEDEX express ( orange), FEDEX ground FEDEX express ( orange), FEDEX ground ( green), FEDEX freight ( red),, Disney, ( green), FEDEX freight ( red),, Disney, coca-cola, McDonalds,Nike , Bang n Olufsencoca-cola, McDonalds,Nike , Bang n Olufsen

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CENTRAL DIMENSIONS OF CENTRAL DIMENSIONS OF CORPORATE BRANDING:CORPORATE BRANDING:

The construction of names symbols and experiences The construction of names symbols and experiences which are perceived as unique o the organization and which are perceived as unique o the organization and facilitate recognition and repetition.facilitate recognition and repetition.

Central ideas belonging to the organization that reach Central ideas belonging to the organization that reach out to all stakeholders- internal and external.out to all stakeholders- internal and external.

One organization that stands for all products, services One organization that stands for all products, services and other behaviours.and other behaviours.

The expression of promises of distinct The expression of promises of distinct quality,substance, emotion, style or experience which quality,substance, emotion, style or experience which follow from interaction with the organization.follow from interaction with the organization.

The creation and ‘re-creation’ of meaningful distinction The creation and ‘re-creation’ of meaningful distinction towards “ OTHERS” in the eye of the stakeholders.towards “ OTHERS” in the eye of the stakeholders.

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brand architecture - morrow session part b

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