The history of branding

How many models can you handle?

The History of BrandingIdentification (1850 …)

– Products/servicesBenefits (1950 …)

– What’s in it for me?Symbolic branding (1970 …)

– PersonalityExperience branding (1990 …)

– All sensesSocietal branding (1995 …)

– EthicsTotal branding (2000 …)

– Integration of instruments: fusionbranding and storytelling

Branding inside out (2003 …) – Integrated system based on a “Gesamtkunstwerk”

….

The use of brands (communication functions)

Brandmanagement en Branddesign is about:

Identification and recognition

Distinction and discrimination

How to tell the difference (1)

Symbols and logotypes

How to tell the difference (2)

Culture (Hofstede’s onion)

How to tell the difference (3)

Personality (Aaker)

How to tell the difference (4)

Identity and positioning (Kapferer)

BMW’s “Kapferer”

The best description of a brand design?

CompleteComprehensiveCoherentCreativeCompetitiveChallenging

Brand identity planning (Aaker)

How to manage a brand

Enter the instruments …– Advertising– Design– Co-branding– Experience communication– Brand PR– …..

And start the planning and execution …

ROI-model of fusionmarketing

packaging

shops

personal selling

merchandising

exhibitions

E-business

direct marketing

websites/logs

advertisingsponsoring

PR

sales promotions

Added value of branding could be …

1. Products2. Product plus3. Concept4. Brand

Attributes/USP’sBenefitsIdeaStory

Research a .. and find ..

Storytelling

“From Gandhi to Martin Luther King, manypolitical and spiritual personalities have onething in common: they could tell a spellbindingstory that made a difference and gave meaningto people’s lives”

Storytelling, branding in practice (Fog, Budtz, Yakaboylu), 2005

Great/global brands tell a story

The story of …

The current stage in branding: Branding inside out

Internal and external branding

Friends or foes?

Bringing the customer insideor living the brand outside

Gap analysis

Ideal identity

Actual identity

Fysical identity

Image

Gap 1

Gap 2

Gap 3

Management

Employees

Behaviour & appearance

Stakeholders

Gap analysis

internal

external

Analyse & Act

Jaap van derGrinten, 2004

Marketorientation

External image

Strong Show brand Personality brand

Productorientation

Weak Blank brand Nerd brand

Weak Strong

Internal image

Rik Riezebos, 2002

Brand Reputation Grid (BRG)

Brand Reputation Grid

Show brand:Market dimensionDesign is windowdressingCommunication is dominant

Personality brand:Cultural dimensionBalanced design

Communication is functional

Blank brand:Material dimensionCommunication & design are submitted to processes

Nerd brand:Individual dimension

Communication submitted to production

Design is functional

Rik Riezebos, 2002

market average

The internal focus in BRG

Show brand:

Internal focus: costumer satisfaction, marketing, competition

Personality brand:

Internal focus: motivation, ambition, identification

Blank brand:

Internal focus: housing, procedures, systems

Nerd brand:

Internal focus: passion, personal growth, quality

Rik Riezebos, 2002

Core competences

Show brand:’They’

Core competence: positioning

Personalitybrand: ‘We’

Core competence: coöperation

Blank brand: ‘It’

Core competence: processing

Nerd brand: ‘Me’

Core competence: innovation

Rik Riezebos, 2002

A BRG Exercise5 groups (5x2)Pick your favourite brand

– Is it a nerd?– Is it a personality?– Does it show off?– Is it blank?

Describe core competences– Where’s the proof?

Create spider/piechartExplain and presentUse it for your own brand

Show Personality

NerdBlank

Can you draw this picture?

Coffeebreak!!