1
Q
REVIVING SLEEPING BE AUTY BRANDS BY REARTICULATING BRAND HERITAGE ( DION & GÉRALD MAZZALOVO , 2016)
definition of sleeping beauty brand:
A
Brands that are no longer active on the market but retain potential brand equity that can be conjured up in the minds of consumers by rearticulating the brand’s heritage.
2
Q
Why look at categorization to define who our competitors are?
A
Because customers think in benefits and producers think in attributes.
3
Q
Definition of brand postiioning (Kotler, 2003)
and its underlying 3 concepts
A
Brand positioning
“act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s minds”
3 important concepts:
- Frame of reference
- Who is the target consumer?
- Who are the main competitors?
- PoP’s and PoD’s in brand associations
- How is the brand similar to competitors?
- And how is it different?
- Use and usage situations
- What’s the brand’s promise and customer benefit? (for what)
- What is the occasion when the product will be consumed? (for when)
4
Q
How to formulate a Brand Positioning statement?
(3 elements)
A
- Target audience:
- Identify stakeholders or audiences
- Define the ideal relationship with each to enable objectives to be met.
- Compelling benefit:
- Introduce an unique benefit-and-reason-to-believe combination
- Reason Why (Kitchen logic):
- Convince consumers of the benefit and explain how to deliver it. (the reason-to-believe)
5
Q
what are the 3 Identity components
and the 3 aspects?
A
- Components:
- Physical : Extarnal characteristics, logo
- recognizable
- Social: Spokesperson, category relationship, users
- Who is using the product? (George Clooney (nespresso))
- Psychological: Experiences, character, point of view
- Body shop no animal testing
- Physical : Extarnal characteristics, logo
- Aspects
- Central: Displays the singularity of the object
- Enduring: Should be displayed over a period of time
- Distinctive: Is unique and belongs to something
- recognizable
6
Q
Discuss the Dutch heritage in the 4 types of capital by region and nation
A
- Human capital:
- Individual, entrepreneurial, hard working & thrifty
- Social capital:
- Stable, tolerant
- Cultural capital:
- Creative >> because of the painters in the golden age
- Natural capital:
- Water, grass, cows, milk, cheese, flowers
7
Q
Describe the paradox of sleeping beauty brands
A
Well known sleeping beauties:
“everyone has their own idea about the Orient Express”
The updated version of the Orient Express will be critized because brand meaning is too far removed from modern customer expectations.
8
Q
Example of succesful retrobranding and brand-copying:
A
- Retro
- Vespa
- VW Beetle
- Mini
- Jeep Wrangler
- Nike shoes
- Brand copying
1961 - 1990, Courrèges was revived five years ago and produces iconic clothing designs from the 1960s. This strategy, however, carries a risk in that exact reproductions may not meet today’s standards of performance, operation or taste.
9
Q
3 aspects of branding
A
BRAND IDENTITY
- How strategists want the brand to be perceived
BRAND POSITIONING
- The part of the brand identity and value proposition to be actively communicated to a target audience
BRAND IMAGE
- How the brand is actually perceived
10
Q
define retrobranding
A
involves combining old-fashioned forms with cutting-edge functions to update the product and harmonize the past with the present.
VW Beetle
Retrobrand ≠ nostalgic brand because of the updating component
11
Q
Brand positioning:
Why is Use and Usage sitiation relevant to determine?
A
12
Q
Category PoPs
Competitive PoPs
- Use the shoe brand Uggs to illustrate your understanding of the difference between these two concepts.
A
Uggs core business is boots : casual, soft, warm, comfortable (= category PoPs)
- Can be stretched to (a) great outdoors, especially since the new Ugg luxe style has addressed these problems (negating e.g. The North Face and Lowa’s PoDs in this market) by making these boots stronger, more structured and with thicker soles (= competitive PoPs)
- and (b) perhaps even to more preppy occasions using more conservative and trendy colors and design, attacking brands like Lacoste (= competitive PoPs)
13
Q
What are Brand mantra’s and how should they be designed and implemented?
A
Brand mantras: Articulation of the company’s heart and soul. Identifies the positioning and values of the brand. (ex. Authentic Athletic Performance (Nike))
- Designing:
- Brand function: core product / benefits (Performance)
- Descriptive modifier: clearifies the funtion (Athletic Performance)
- Emotional modifier: how are the benefits delivered by the brand? (Authentic)
- Implementing:
- Communicate: what is unique about the brand
- Simplify: Easy memorable
- Inspire: both customers and employees
14
Q
Give axamples of
- Transformational positioning
- Two-sided positioning
- Execustion positioning
A
Transformational positioning
- When emotions are expressed,
- e.g. connecting to the biographical memory with a song, or buy product X to make your kids very happy. (Value)
Two-sided positioning:
- Proctor & Gamble. They made an advertisement where they compared diapers. They poured water over the diapers and their pamper was still dry, while the one of the competitor was extremely wet (Attribite > Benefit). P&G wants to stress: “If you buy pampers you are a good mother, you take good care for your child (benefit > Value).”
- You’ve to take the consumer by the hand and lead them to the entire process (entire means-en chain)
15
Q
Make a conceptual map of these 3 positionig strategies
A. Informational positioning
B. Transformational positioning
C. Two - sided positioning
A
16
Q
What are the 4 dimensions of the Brand identity prisma?
A
- Picture of sender
- Externalization
- Internalization
- Picture of recipient
17
Q
When is a brand suitable for retrobranding?
A
When is a brand suitable for retrobranding?
- Must have existed as important icon for a specefic generation
- Capable to evoke vivid brand associations
18
Q
Definition of Brand Identity
A
The unique composition of (1) physical, (2) social and (3) psychological components of a brand intended to identify its crucial, lasting and remarkable position in the mind of the customer.
Aspects:
- Central: Displays the singularity of the object//ssubject
- Enduring: Should be displayed over a period of time
- Distinctive: is unique and belongs to something or somebody
Components:
- Physical: External characteristics (logo) >> enhances memorizaton
- Psychological: Experiences (Starbucks), character, point of view
- Social: Spokesperson (George Clooney), category, relationship, users
19
Q
4 types of brand values
A
- Instrumental values: means to achieve final goal (honesty, love, responsibility, courage)
- Terminal values: goals (An exciting life, social recognition, friendship)
- Core brand values: Abstract associations (attributes and benefits) that identify important characteristics of the brand.
- Focus on 1 value (less is more)
- Can serve as foundation for POP’s en POD’s (Volvo = safety, intel = performance, = CocaCola = America, Disney = fun)
- Brand mantras: Articulation of the company’s heart and soul. Identifies the positioning and values of the brand. (ex. Authentic Athletic Performance (Nike))
20
Q
Give examples of unique benefits that POP’s or POD’s can bring
A
They are “Life Currencies”
Money (money saving)
Information (when unsufficient info is available)
Time (time saving)
Energy (boosting energy)
Space
Fun
Fear
etc.
21
Q
REVIVING SLEEPING BE AUTY BRANDS BY REARTICULATING BRAND HERITAGE ( DION & GÉRALD MAZZALOVO , 2016)
contribution of the paper:
A
Providing a better understanding of brand rivitalization, by introducing the concept of sleepin beauty brands and providing typology of reactivation strategies.
reactivation strategies:
- Brand revitalization focuses on the present. Converse, Lacoste Mountain Dew
- modernize the brand without placing its heritage at the core of the brand identity.
- Transforms perceptions of an outdated brand from the past into a contemporary brand.
- Refer to past to demonstrate their longevity and highlight the success of the brand in the long run.
- Brand copying, focuses on the past.
- Copying and old brand without updating it (Nostalgic).
- The danger is that exact reproductions may not meet today’s standards of performance, or taste
- Retrobranding associates brand with past but harmonizes with the present. VW Beetle
- Places heritage at the heart of the brand’s value proposition.
- Use history of the brand to turn it into a heritage brand.
22
Q
what happens with Copycat packaging?
A
Brand associations of the A brand are copied.
- Consumers are tricked to think that it is the same product
- More subtle assoctaions profit more from the possitive brand associations. (Nuletta vs Nutella)
- Dutch consumer think it is not nice to do. More effective in some other contries
- Copycats are less valued when on the same shelf as the A brand
23
Q
What is important for creating a strong brand identity? (4)
A
- Heritage: is the foundation, creates authenticity en credibility
- (Dutch heritage = individueel en hard werkend (human), stabiel en tolerant (social), creatief (cultural), koeien, melk en kaas (natural) )
- Personality: Human characteristics
- Sincerity (DE), Excitement (Porche), Competence (IBM), Sophistication (Mercedes), Ruggedness (Levi’s)
- Values: priorities of the brand, end states that direct behavior (Means-end-chain)
- Instrumental values, terminal values, core brand values. brand mantra’s
- Vision: dream for the future (improves people’s wellfare)
24
Q
3 reactivation strategies of sleeping beauty brands
A
reactivation strategies:
- Brand revitalization focuses on the present. Converse, Lacoste Mountain Dew
- modernize the brand without placing its heritage at the core of the brand identity.
- Transforms perceptions of an outdated brand from the past into a contemporary brand.
- Refer to past to demonstrate their longevity and highlight the success of the brand in the long run. (Swiss watches since 1785)
- Brand copying, focuses on the past.
- Copying and old brand without updating it (Nostalgic).
- The danger is that exact reproductions may not meet today’s standards of performance, or taste
- Retrobranding associates brand with past but harmonizes with the present. VW Beetle
- Places heritage at the heart of the brand’s value proposition.
- Use history of the brand to turn it into a heritage brand.
25
Points-of-Parity (POP)
what is their purpose?
what are the two different types of POP?
* Indicate to what category the brand should be associated and compared
* e.g. Bertolli Meal for Two
* Indicate what the brand’s essential difference and raison d’’ ê tre is in comparason to the other products and brands in that category
* e.g. Sprite versus 7 Up
**Category POP:** Necessary to be a legitimate and credible product offering within a category.
* prototypical attributes like colors etc. (Fastfood restaurants are easy recognizable)
**Competitive POP**: To negate points of differences of competitors
* competitor's POD is not special anymore. (7 year warranty on kia cars, now many brands offer the same)
26
Explain the Brand Identity prism:
what are the dimensions?
Apply example of Lacoste
* **Physique**:: this forms the basis of the brand..
* **Personality**:: personality here means personification of the brand.. The brand personality is perceived as a person or an animal..
* **Culture**:: the country of origin of the brand that is seen as a product attribute forms the culture..
* **Relationship**: it is the understanding between the consumer and the organization.
* **Reflection**: this is the consumer’s perception of the brand and its values.
* **Self-image:** this is about what the consumer thinks about himself or herself..
27
What are the 4 positioning strategies?
**Informational positioning:** Connect attributes and consequences.
* Convince consumers that your attributes lead to beneficial consequences \>\> Best choice
**Transformational positioning:** Emphasis on the relation between consequences and values.
* By evoking emotions \>\> convince consumers that your consequences are supporting good values
**Two - sided positioning:** Connect both attributes with consequences, and consequences with values.
* Entire Means-end chain
**Execution positioning:** Used when there is nothing unique about the attributes, consequences or values.
* The POD is the actual advertising campaign \>\> Usage of sounds (jingle by Intel) and symbols (Robijn teddybear)
28
* Explain the heritage of 'Bertolli' by the components:
* Authentic
* Trustworthy
* Intimate
* Expert
* Authentic:
* Authentic is relemvant, it is a hot item in marketing. Because we know it works. The family secret, when people as grnad mothers come from small places
* Trustworthy
* We trust the grandma. They don’t cheat on us.
* Intimate
* The whole family is invited for their big diner. Very old little town where it al it all started, the voice.
* Expert
* Italy as its top of olive oil.
29
What kind of sleeping beauty brand don't have to deal with the reviving paradox?
Totally forgotten sleeping beauties
They avoid such controversies
Managers can select the most relevant features from the brand's heritage.
the strongest awereness is not necessary the highest probability to succeed.
30
**How is it called?**
1. * zijn categorieën met gelijksoortige objecten van dezelfde categorie, bijv. restaurants \>\> **substituten**.
2. * zijn producten die gerelateerd zijn, bijv. een winkel met reisspullen (koffers, tenten, etc.) \>\> **geen substituten, maar complementen.**
* **Taxonomic catagories:**
* zijn categorieën met gelijksoortige objecten van dezelfde categorie, bijv. restaurants \>\> **substituten**.
* **Goal-derived categoies:**
* zijn producten die gerelateerd zijn, bijv. een winkel met reisspullen (koffers, tenten, etc.) \>\> **geen substituten, maar complementen.**
31
THE INDUSTRIAL BRAND PERSONALITY SCALE:: B UILDING STRONG BUSINESS - TO - BUSINESS BRANDS (HERBST & MERZ , 2011)
describe the paper's **method**
1. Depth interviews:
* With industrial firms
* Asked to describe the personality characteristics of own company and two competing brands
* Asked to list for each company three adjectives that describe company 'as a person'.
2. Content Analysis
* analyse mission statements on companies' websites
* list all adjectives that describe company 'as a person'.
3. Item Reduction Analysis
* Online survey
* Identified for each type of company, one exemplar brand
4. Exploratory Factor Analysis
5. Confirmatory Factor Analysis
32
What are the core brand values of:
* Volvo
* Intel
* Marlboro
* Coke
* Disney
* Nike
* BMW
* Volvo = Safety and peace of mind
* Intel = Performance and compatibility
* Marlboro = Western imagery
* Coke = American and refreshment
* Disney = Fun, magic and family entertainment
* Nike = Innovative products and peak athletic performance
* BMW = Styling and driving performance
33
Why are prototypical cues essential for a brand?
* People think in categories first and then think of brands.
* If the brand is not triggered by the situation, moment or need it will not be considered.
* The prototypical cues that typically belong to a category,
* e.g. the colors red and yellow, the façade with glass windows, low prices for fast food restaurants. Even though you wouldn’t recognize a brand, you’ll still know it is a fast food restaurant.
34
Why do we need a brand identity? (5)
* Does the ad campaign suit the brand?
* Is the opportunity for launching a new product inside the brand’s boundaries … or outside?
* How can the brand change its communication style, yet remain true to itself?
* How can decisionmaking in communications be centralised regionally or internationally,, without jeopardising brand congruence?
* Can the brand sponsor such and such event or sport??
35
What are the **components, effects and sources** of a brand's Heritage?
* Components:
* History
* Consistent
* Passion
* Leadership
* Effects:
* Authentic = real
* Trustworhty = safe
* Intimate = warm
* Expert = excellence \>\> performence \>\> experience
* Sources:
* People
* Firm
* Region and nation
* Human capital
* Social capital
* Cultral capital
* Natural capital
36
Sleeping beauty brands
describe a matrix with on:
* Y: Orientation towards the past after revival
* X: Heritage before the revival
define 4 types of brands with example
Y:
* Brand copy
* Retro branding
* Brand revitalization
X:
* Heritage NOT inscribed in collective memory
* Heritage inscribed in collective memory
37
Points of Difference (POD)
what is their purpose?
Brand associations that are unique to the brand, strongly
held and favorably evaluated by consumers.
Show that you belong to the categoroy, but are superior to competitors.
* Functional: performance-related (this motor is better)
* Abstract: Imagery-related (When waring Ralph Lauren you belong to the upper class)
Closely related to Unique Selling Propositions and competitive advantages
38
Give an example of a brand who struggles with it's brand identity
**HANOS** doesn’t know their identity. Every month they are shouting new things. One month they want to be cheap, next want to be friends, next month they want to be fast. But customers don’t know who HANOS is.
39
Give an example why POP's have a range of tolerance or acceptance
range of tolerance: Can be stretched.
ex. fruit juices that aren't fresh, but are still juice
40
Industrial brand personality scale:
what dimensions are important for industrial firms?
Dimensions
* **Performance** competent, leading
* Must-have band association in the industrial sector.
* **Sensation** exciting, charming
* Industrial brands were perceived as relatively low in terms of Sensation, so it might constitute a delighter brand association.
* Sensation helps build relationships on a more emotional level,,which appears particularly relevant in the increasingly commoditized B2B markets
* **Credibility** sincere
Brand functions
* Risk-reduction
* Trust
* Self-prestege
41
How should you choose points of parity and points of difference?
Based on desirability and deliverability considerations to
determine resulting anticipated levels of sales and costs. \>\> A brand must have a convincible reason to be preferred.
**Desirability** (from customer's perspective)
* relevance
* distinctiveness
* believability
**Deliverability** (from manufacturer's perspective)
* feasibility
* communicability
* sustainability
**focus on strenghts and opportunities:**
* Turkeys cannot fly \>\> But can run faster than pigeons
* It is a bad year for potatoes \>\> But a great year for apples and plums
42
Brand personality
the big five
* **Sincerity**:
* eerlijk, down-to-earth, gezellig, vrolijk, bijv. Kodak of Douwe Egberts
* **Excitement**:
* gedurfd, fantasierijk, up-to-date, bijv. Porsche, Benetton, Absolut
* **Competence**:
* intelligent, succesvol, betrouwbaar, bijv. IBM of ABN AMRO
* **Sophistication**:
* upper class, charmantgeeft status, bijv. Mercedes, Revlon, Lexus
* **Ruggedness**:
* outdoor, ‘tough, bijv. Levi’s, Marlborro, Nike
43
A problem brand managers are facing when trying to **establish points of parity and points of differences** is that attributes and benefits are negatively correlated.
What do we mean by this and how to solve it?
* Many attributes or benefits are negatively correlated. (Low price = low quality). \>\> Consumers tend to maximaze this correlation
possible solutions:
* **Separate the attributes** (Head & Shoulders)
* 1 commercial for anti-dandruff & 1 for shampoo quality.
* **Leverage equity of another entity** (Miller Lite)
* Great taste - low calories. Solved by presenting well-liked celebrities to lend credibility to the taste benefit.
* **Redefine the relationship** (Apple Computers)
* Easy to use components - not powerfull. *"The most powerful computers are the ones people use"*
44
Define Brand Authentication
Collect tangible and intangible features that authenticate the brand's heritage.
These authenticating objects link with brand’s past activity and are integrated into the **brand story and the customer experience.**
Authorities must approve the value of a heritage and authenticate the history of the brand.
45
what is the difference between retrobranding and revitalization?
Brand revitalization brings the brand into the present, while retrobranding retains (and occasionally reinforces), the authentification with the past.
Revitalization modernizes the brand
Retrobranding relaunches the brand's associations with the past
46
Why Industrial Brand Personality Scale (Herbst) ≠ Brand Personality Scale (Aaker)?
* Multiperson decision making in firms
* More rational approach
* Brands fulfill information fucntion, providing functional brand associations
* Specific solution to problems
* High buyers risk because of scale
* Brands fulfill risk reduction function
* Require components to gain legitimacy for own goods (e.g. Intel chips)
* Prestige function
47
Name 7 types of differentiation on which POD's can be based.
With an example of each type
* **Intrinsic product differentiation** Becel (special ingredients)
* **Design/sstyle differentiation** Absolut (special bottle)
* **Symbolic differentiation** Louis Vuitton (upper class meaning)
* **Channel differentiatio**n Amazon..com / coolblue.nl
* **Price differentiation** Easy Jet
* **Customer service differentiation** American Gold
* **Customer intimacy differentiation** Lexus
48
What is wrong with the following Vision statement?
“ (NAME ORGANISATION) will be seen in all our markets as the quality leader among international airlines. This will be achieved by: Mobilizing our joint talents, knowhow and skills Inspiring all staff to support our persistent effort to improve quality Placing quality first in everything we do Setting an annual target of measurable improvement Doing things right the first time Providing both our external and internal customers with a reliable and punctual product and careful and friendly service.”
KLM. But it could have been everybody with airplanes. People also do not believe all these statements, they are setting the expectations to high.
49
Seven Signs You’ve Developed a Brand Identity:
What questions do you need to answer?
Brand Identity is clearly defined::
1. . What is the brand’s particular vision and aim??
2. . What makes it different?
3. . What need is the brand fulfilling?
4. . What is its permanent crusade?
5. . What are its values?
6. . What is its field of competence?? Or legitimacy?
7. . What are the signs which make the brand recognizable?
50
Define Brand reinterpretation (sleeping beauties)
* Draw on esthetic and/or symbolic dimensions of the brand.
* They draw on the product features (design, technology, know-how)
* Features related to the brand history, such as import ant people related to the brand’s past (founder, iconic client), places etc..
ex
Madeleine Vionnet has potential to resonate with the collective memory and mobilize an ideal vision.
Vionnet = emergence of feminism and emancipation
Brand Management
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