A product is something that is made in a factory; a brand is something that is bought by a customer

Stephen King

WHAT IS A BRAND ?
A mental expression of an experience offered by a product / service
The experience is colored by our environment, values, beliefs and needs

BRAND AWARENESS

Ability to identify a brand under different conditions

Brand Recognition Correctly recognize the brand Brand Recall Ability to retrieve the brand from memory when the product category is mentioned/ thought of

THE AWARENESS PYRAMID

Top of Mind Aided & Unaided Recall Brand Recognition

Unaware of Brand

BRAND RELATIONSHIP

EXPERIENCE EXPECTATIONS EMOTIONAL SENSORY PHYSICAL

BRAND ASSOCIATIONS

Attributes

Descriptive features that characterize a product service What we think the product / service is or has and what is involved in its purchase and use Product related - performance, service, product class Non-product related - price, packaging, user imagery, intangible imagery

BRAND ASSOCIATIONS

Benefits

Values attached to product attributes. What we think the product can do for us Functional Experiential Symbolic

Perceived quality is a combination of the associated attributes and benefits that are salient for the brand Overall impression of the brand / value judgement based on the cumulative effect of various brand associations in our mind

BRAND MEMORY

Memory and knowledge consist of a set of

Nodes - small centers of stored information Links - connections between nodes

A node is activated when encoding external information and storing it or when retrieving information from our long term memory Other nodes are switched on depending on the content and strength of association

BRAND IMAGE

Image of the provider of the product / service and brand

Functional / Hard attributes like size, technology, process and financial strength Non-functional / Soft attributes like history, leadership. Psychographic - lifestyle, personality, traditional, modern, sophisticated Demographic - Age, income, education

Image of the user

BRAND MANAGEMENT

Managing the expectation of experience by : - Building on those experiences which add value - Eliminating those experiences which are negative Keeping the brand experience relevant to changing consumer lifestyles and expectations, technology and competition.

SUCCESSFUL BRANDS

Transcend physical attributes Take on a distinct character of their own, both recognizable and reassuring Build relationships with the consumer Capture consumer aspirations and fulfill expectations which in turn creates a bond Belong to the consumer

HOFSTEDE MODEL
Symbols Rituals Role Models Practice Value

BRAND IDENTITY PRISM

E X T E R N A L I Z A T I O N

Picture of Sender

Physique

Personality

Relationship

Culture

Reflection

Self Image

I N T E R N A L I Z A T I O N

Picture of Recipient

PHYSIQUE

Combination of independent characteristics either prominent or dominant

PERSONALITY

Brand Character

CULTURE

System of values, a source of inspiration and brand energy

RELATIONSHIP

A brand is a relationship

REFLECTION

A brand reflects a customers image

SELF IMAGE

Targets own internal mirror

IBM
All data processing systems Confident, square

Security, Reassurance

Big business, Ivy League, East Coast, Wall Street

Those who take their business seriously

I am a pro

APPLE
Micro computers, All purpose Intelligent, creative, cool

Liberation, friendly

Changing the organization, The Valley culture

Young minded Autonomous

Self enhancement

Lovemarks are a game-breaking

A Lovemark Lovemarks deliver enduring connections is a product, between a company, its people, its brands and its customers service or Lovemarks belong to entity that people who love them inspires Lovemarks are the ultimate premium profit generators loyalty beyond reason
opportunity to reinvent branding

Love is

LOVEMARKS
High Love High Respect

Advocated

Known for things I care about

Low Love High Respect

BRANDS

Known for things that are different

Known for good things

PRODUCTS
Low Love Low Respect

Known for something

High Love Low Respect

FADS

Known

Unknown

MOVING TOWARDS A MULTISENSORY MODEL

SMELL

TASTE

TOUCH

SOUND

SIGHT