Professional Documents
Culture Documents
18 November 2013
functional + service + emotional + social + environ benefits benefits benefits benefits benefits minus monetary + time + energy + psychic + social + environ cost cost cost cost costs costs
sustainable
academics
financial viability
Brand is identity
Central to a brand is selecting identity elements and excluding others: I am this and I am not that.
Some definitions
A brand is a particular sense of meaning & direction.
- Jean-Noel Kapferer
Brands represent the value promise about the total resulting experience that customers can expect.
- Philip Kotler
University Reputation
Brand Vision Brand Values Brand Personality Brand Positioning Brand parity vs. differences Brand Portfolio architecture Delivery Processes & Systems Staff Commitment & Passion Brand Management Brand Leadership
- high frequency
- low frequency
The value of a brand comes from its ability to gain an exclusive, positive and prominent meaning in the minds of a large number of consumers.
- Jean-Noel Kapferer
The brand is a focal point for all the positive and negative impressions created by the buyer over time as he comes into contact with the brands products, services, distribution channels and communications.
- Jean-Noel Kapferer
what do we market?
the many tools of marketing building networks of association
assign brand roles document your brand identity assess the strength of the brand internally assess the strength of the brand externally develop projects to fix the holes and / or take advantage of the opportunities
Cool reads
Holt, D. (2004). How Brands Become Icons: The principles of Cultural Branding. Harvard Press
Werbach, A. - Strategy for Sustainability Ind, N. (ed). Beyond branding: how the new values of transparency and integrity are changing the world of brands. Kogan Page