branding in retail

8/10/2019 Branding in Retail

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Symbolic meaning of BranHarsimran Singh Si

Karanpreet (THE BIRTHDKeshav


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Defining the Brand

What is the brands vision and aim?

What makes it different?

What need is the brand fulfilling?

What is its permanent nature?

What are its value or values?

What are the signs which make it recognizable?


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"A brand's cultural symbolism can be a liability or an asset,to harness it profitably, a manager needs to understandcultural symbolism of the potential extension categories uconsideration,"

Symbolic meanings of brands


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Six Facets of Brand Identity

1. A brand has physical qualities or a physique

What does it do?

What does it look like?

2. A brand has its own personality

Spokesperson or figurehead role

What brand would be if it were a person


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3. A brand has its own culture

Set of values feeding the brands inspiration

Country of origin

4. A brand has its own relationship

Exchanges between people and brand

Service sectors and retailers


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5. A brand is a reflection

Produces a reflection or image of the buyer or user

Different from target the describes brands potential buyer or u

Customer is reflected as s/he wishes to be seen from using the b

Consumers use brands to built their own identities


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6. A brand speaks to our self image

Self image is the targets own internal mirror

Attitude toward the brand fosters an inner relationship with sel


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Strategic Brand Analysis

Customer Competitor SelfAnalysis Analysis Analys

trends brand image/ imag

motivation identity brand unmet needs strengths/strategies streng

segmentation vulnerabilities organiz

value


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Brand Identity System

Brand as Product

Product scope

Product attributes

Quality/value

Uses

Users

Country of origin

Brand as Organization

Organization attributes

Innovation

Consumer concern

Trustworthiness

Local vs. global


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Brand as Organization

Brand as Person

Personality

Energetic

Rugged

Brand-customer relationships

Friend

Advisor

Brand as Symbol

Visual imagery and metapho

Brand heritage


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Consumers assign symbolic meanings to pro

Products symbolize more to individuals than just for basand even more than what advertisers hope to ascriproducts.

Products are essentially psychological things whichsymbolic of personal attributes and goals of social patterns


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Symbolic Brands


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Implications for Brand Strategy

Brands can be used as resource for self identity and social identconsumers. Symbolic consumption of brand establish &communicate fundamental cultural categories such as social staage, gender etc.

To fully concrete meaning of brand, mediated meaning derivedadvertising and promotion must be negotiated by lived experie

purchase and usage.

Some implications for brand strategy are :-


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Brands, Trust and Fragmentation

Prime feature of postmodern experience is fragmentation wheinherited self-identity e.g. from a family is no longer stable andsecure, but requires active construction.

Brands offer consistency in an ever changing world and thisreassurance is vital value in their added value.

As a human social relationship from consistency over time devepredictability, then dependability and eventuallyTRUST


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Brands and Deep Meaning

Brands and deep meaning is for those who develops relation wbrand. For them brands can evoke profound feelings of nostalg

E.g. Consumers buy brands which evokes memories of theirgrandparents or which instantly return us to the time and placechildhood.


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Mass Market brands Individual Meani

In ubiquity of brands, we live in a rich brandscape from which wmust select a personal brandscape in which to live.

In postmodern consumer culture individuals are engaged in aconstant task of negotiating meaning from lived and mediatedexperience as they endeavor to construct and maintain their ide


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Cultural Meaning System and Brands

Brands play important role of communicating with each other wthe cultural space. This is irrespective of age, gender, social groand social hierarchy.

Brands are used as signaling systems to create and send meanisocial differentiation and social integration.


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Semiotics and Brand Meanings

Crucial distinction in Semiotic Analyses of signs is between theSIGNIFIER and SIGNIFIED.

- Signifier: A brand name having no rights of its own but caacquire from pre existing meaning.

- Signified: Any meaning that can be associated with signif

E.g. advertising & packaging.


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Semiotics and Brand Meanings

Marketers understand this system through communication codesCodes - unspoken rules and conventions that structures sign system and lisigns to meanings.


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Brand-as-a-person

Sincerity Excitement

Competence

Sophistication

Ruggedness


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Brand-as-a-friend

Consumers form emotional attachment to a brand .


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Nostalgia

A preference towards experiences associated with objects that were m

when one was younger.


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Social Differentiation

Social Status. Branded fashion.

Concept of cultural capital.

Gender.


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Social Integration

BrandCommunities

Neo-tribes

Sub-cultures


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Brand communities

Based on set of structured relations between admirers of a bran Triangular relation between consumer, another consumer and t

brand.

Developing a customer-centric model.


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Neo-tribes

Inherently unstable Small-scale

Involve shared experience


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Sub-culture

Geography Age

Ethnicity

Class


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Aikido brands

Focuses not on offence but using enemys own energy to gaincontrol.


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Thank you

branding in retail

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