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How to win in the market place, using FSSC 22000 as a brand? Jorge Labadie

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Topics for today

• What is a brand anyway? - 10 min

• Why should we care? - 5 min

• How do we build a strong brand? - 20 min

• Choosing brand elements that help building your brand – 20 min

• Questions – discussion – 5 min

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What’s a brand anyway?

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Imagine today would be your funeral…

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About your favorite brand

• Now think about your favorite brand and write down the associations that come to mind, when thinking of this brand.

• What kind of associations are they?

• Are they positive?

• Are they unique to this brand?

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Why should we care?

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Top 10 Global Best Brands (2013)

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How do we build a strong brand?

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Awareness

Associations

Attitudes

Attachment & Activity

4. Relation

What about you and me?

3. Reaction

What about you?

2. Image

Who are you?

1. Awareness

Who are you?

Resonance

Feelings Judgments

Performance Imagery

Salience

Keller CBBE Model

Building strong brands - Keller

Today’s Focus

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Leek & Christodoulides, (2011)

Is building CBBE different for B2B?

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First level - Brand awareness

Depth of brand awareness

– How easy is the brand being activated – Recall vs. recognition.

Breadth of brand awareness

– The number and variety of situations in which the brand is being activated.

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Brand awareness When will brand node be activated in your customer’s mind? Which other nodes must be activated to activate brand node? Link from other node to brand node (arrow coming in)

Brand image/associations Once brand node activated, which other brand-related nodes activated? Link from brand node to other node (arrow going out)

Note Multiple paths possible within an associative network Nodes that activate the brand node (awareness) are part of brand’s associative

network (image)

coffee

”Let’s have a break!”

chocolate

red

go home high calorie

hungry

From Awareness Brand Associations (2nd level)

beer

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What kind of associations do we need?

Points of Parity (POP) • Strong, favorable, but not unique associations • Establish category membership • ‘No reason not to buy’

Points of Difference (POD)

• Strong, favorable and unique associations • Unique selling point (USP) • ‘Reason to buy’

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(Henderson et al., 1998)

Strong

Comes up easily Strong link to brand node

Favorable

Every association has a direction Can differ per person! e.g. ‘Celebrity phone’

Unique

Node that is NOT part of competitors’ associative networks!

PoP’s and PoD’s for McDonald’s

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Strong, Favorable and Unique criteria Can associations help customers get to next level of the pyramid?

Strong

Favorable

Unique

+

+

What would be the WORST combination of SFU?

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Branding of CSR labels Assessing CSR labels on POP’s and POD’s

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• Marketing communication interpretation – Green, organic products (production) – Energy safe (during use) – Recyclable materials (after use)

• Logo translation

– Green/organic

– Energy safe

– Recyclable

CSR brands towards the environment

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• Marketing communication interpretation – Selected suppliers – Fair prices – Sustainable production

• Marketing communication interpretation

– Safe to use

– Good for your health

CSR brands suppliers / consumers

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Yet no CSR label on Food Safety?

Because: • Food safety is the ultimate POP? • Doesn’t make a difference? Irrelevant?

• How about in five years time… and thereafter?

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POP’s and POD’s of FSSC 22000

POP’s Strong and favorable… • GFSI acknowledged • ISO-22000 standard • Global availability

POD’S …AND unique • Independent • Not-for-profit • Quality Improvement

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Choosing brand elements that help building your brand to be strong, favorable and unique

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GERTRUDE Elizabeth 20% 80%

50% 50%

What’s in (brand) name

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And it’s not just name

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Likability Visual/verbal imagery Aesthetics/sensory experienc

Criteria for Choice/Evaluation

Brand awarenes

s

Brand attitude

Brand associations

‘Offensive’ Brand equity building

CBBE pyramid

‘Defensive’/strategic Brand equity

maintenance and leverage

Memorability Recall Recognition

Protectability Legal Competition

Meaningfulness Product category Attributes/benefits

Adaptability Flexibility Over time

Transferability Regions Product categories

Brand extension

Brand revitalization

Brand protection

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Brand Names & URLs

Logos & Symbols

Jingles

Design & Packaging

1. Memorable?

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Services Values

Brand Names

Logos

2. Meaningful?

Ingvar Kamprad Elmtaryd Agunnaryd

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Brand Names

Characters

Slogans

Design & Packaging

3. Likeability

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So, how does FSSC 22000 score?

• Memorable?

• Meaningful?

• Likeable?

• Transferable?

• Protectable?

• Adaptable?

And… how would your organization / brand score?

Quality

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And how do some CB’s score?

Memorable + +/- +/-

Meaningful ? ? +

Likeable ? ? ?

Transferable V V V

Protectable X X +/-

Adaptable V X V

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And how do some CB’s score?

Memorable ? +/-

Meaningful +/- +

Likeable - +

Transferable V V

Protectable X V

Adaptable V X

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Brand elements of Avanade

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Building brands the quick way using other brands

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Secondary brand associations Building brands the quick way;-)

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(Keller, 2003)

Sources of secondary associations

?

?

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How about this one!

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And these?

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Brand elements of Avanade (continued)

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Thank you for your energy!