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Building a Brand Strategy

Introduction

At the end of this modul you will be able to:

•Define brand, recognize its elements and outline brand purpose
•Explain the elements of brand equity
•Discuss the elements of brand identity
•Identify the successful way of brand differentiation
•Critically evaluate branded content and brand storytelling
•Distinguish among social media platform that organizations use to attract customers
•Explain and discuss the elements of successful social media campaign
 
What is a brand?

A brand is a “name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.”

American Marketing Association (AMA)

Brand vs. Product

A brand is a product that can be differentiated from other products that satisfy the same need.

Brand elements

… are different components of a brand that help identify and differentiate it from others:

 

•name
•logos
•symbols
•characters
•slogans
•packaging
•website addresses (URLs)

 

The key to branding is that consumers perceive differences among brands in a product category.
Six criteria for choosing brand elements
Brand identity

The entire set of brand elements makes up the brand identity, the contribution of all brand elements to awareness and image.

The cohesiveness of the brand identity depends on the extent to which the brand elements are consistent.
Brand purpose

•Company’s fundamental reason for being
•Company’s identity in the marketplace
•A way to differentiate a brand from competitors
•Adding value to the lives of customers and society
 
Business benefits of brand purpose

•Connecting with consumers through different touchpoints
•Creating an emotional connection and a deeper relationship
•Being memorable and setting the brand apart from competitors
•Increased brand power
 
Examples of brand purpose
Brand equity

…  is the value of a brand and is determined by the consumer's perception of the brand

… consists of the marketing effects uniquely attributable to a brand

… added value that branded products and services have
Competitive advantages of high brand equity

•Reduction of marketing expenses due to higher brand awareness and brand loyalty by the consumers 
•Negotiation power
•Higher product prices due to higher perceived quality
•Easiness in launching new products under the same brand name
Brand awareness

 

•Consumer’s ability to identify the brand under different conditions
•”The ability of a potential buyer to recognize or recall that a brand is a member of a certain product category”
•Two aspects:
 
•Brand recognition
•Brand recall 
 
Brand association

•Anything that customers connect to their preferred brand:
 
•advertisements of the brand
•product displays in retail stores
•quality perceptions
•interactions with employees
•price perceptions
•…
 
Brand loyalty

•A positive attitude toward a brand resulting in preference for that brand over all other competing brands in a product category

 

•Three degrees:
 
•Brand recognition
•Brand preference
•Brand insistence 
 
Perceived quality

•Perceived quality is an intangible, overall feeling about a brand.
•Perceived quality is the perception of the customer about the overall quality of a brand.
•Perceived quality can be defined as the customer's perception of the overall quality or superiority of a product or service with respect to its intended purpose, compared to alternatives.
 

 
Brand positioning

… explains the uniqueness of brand, how it differs from its competitors and how a brand is perceived in consumers’ minds.

 
Building Brand Identity

Brand Identity
Brand Identity System
Brand identity framework

Source:

Da Silveira, C., Lages, C., & Simões, C. (2013). Reconceptualizing brand identity in a dynamic environment. Journal of Business Research, 66(1), pp. 28-36.
Building brand identity - tips
Brand Positioning/Differentiation
Brand Differentiation
Brand Authenticity

•The best way to project authenticity is to actually be authentic
 
•Examine the purpose and promise to the customers.
•Authenticity comes from clear core values.
•Examine your brand values and see if they are actually lived out every day.
•Be consistent in quality, service…
•Build trust and treat customers with respect
 

https://www.lucidpress.com/blog/how-to-build-brand-authenticity-top-100

 

 
Visual identity
Branded Content and Brand Storytelling

Branded Content
Brand Storytelling
Storytelling in Start-Up Branding
Social selling

Social selling factsheet
Steps in making successful social media campaign
It begins with understanding your audience...
…and continues with strategic roadmap
Not all platforms are optimal for all industries
Choosing the right platform
Extending reach of your social media campaign


Keywords

Brand, Brand Equity, Brand Identity, Brand Storytelling, Social Selling

Objectives/goals

At the end of this module, you will be able to:
• Define brand, recognize its elements and outline brand purpose
• Explain the elements of brand equity
• Discuss the elements of brand identity
• Identify the successful way of brand differentiation
• Critically evaluate branded content and brand storytelling
• Distinguish among social media platforms that organizations use to attract customers
• Explain and discuss the elements of successful social media campaign

 Description

The first didactic unit entitled Building a Brand Strategy addresses some basic notions about a brand and its purpose, introduces the concept of brand equity, and outlines the topic of brand positioning. The second didactic unit entitled Building Brand Identity defines and provides good practice examples of brand identity, brand authenticity, brand differentiation and brand storytelling. The third didactic unit Social Selling defines the components and provides good practice examples of successful social media campaign.

Bibliography

What is a brand:

https://www.ignytebrands.com/what-is-a-brand/

Brand purpose:

https://brandmasteracademy.com/brand-purpose/#examples

How to choose branding elements to build brand equity:

https://brand-strategies-guide.blogspot.com/2013/11/how-to-choose-branding-elements-to.html

Brand personality:

https://awario.com/blog/brand-personality/

Kapferer, J.-N. (2004). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term. London and Sterling: Kogan Page.

Keller, K. L., Parameswaran, A. M. G., Jacob, I. (2015). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Noida: Pearson.

Lamb, C. W., Hair, J. F., McDaniel, C. (2010). Essentials of Marketing. Mason: Cengage Learning.

Pride, W. M., Ferrell, O. C. (2015). Marketing 2016. Boston: Cengage Learning.

Brand identity:

Aaker D. A, Joachminsthaler E. (2000) Brand leadership. New York: Free Press.

Aaker D. A.  (1996). Building strong brands. London: Simon & Schuster, Free Press.

Arnould, E. J., and Price, L. L. (2000). Authenticating acts and authoritative performances. Questing for self and community. In S. Ratneshwar, D. G. Mick, & C. Huffman (Eds.), The why of consumption. Contemporary perspectives on consumer motives, goals and desires (pp. 140–163). London: Routledge.

Berry, L. L. (2000). Cultivating service brand equity. Journal of the Academy of Marketing Science, 28(1), 128–137.

Beverland, M. B. (2005). Crafting brand authenticity: The case of luxury wines. Journal of Management Studies, 42(5), 1003–1029.

Da Silveira, C., Lages. C., & Simões. C. (2013). Reconceptualizing brand identity in a dynamic environment. Journal of Business Research, 66 (1), 28-36.

Ghodeswar, B. M. (2008). Building brand identity in competitive markets: a conceptual model. Journal of product & brand management, 17(1), 4-12.

Interbrand. (2007) Building a powerful and enduring brand: the past, present, and future of the ENERGY STAR® brand. Interbrand Publication for the U.S. Environmental Protection Agency; https://www.energystar.gov/ia/partners/downloads/energy_starbndmanf508.pdf

Kimpakorn, N., and Tocquer, G. (2010). Service brand equity and employee brand commitment. Journal of Services Marketing, 24(5), 378–388.

Kotler, P., and Keller, K. (2011). Marketing management. New York, NY: Prentice Hall.

Kuo, M. P., and Chen, Y. M. (2015). A study on the relationships among body sensory experience, customer satisfaction and customer loyalty-beauty SPA center as an example. International Journal of Business and Administrative Studies, 1(2), 61-67.

Branded content:

https://www.creativebloq.com/branding/7-great-examples-branded-content-61620674

Choi, M.W. (2015). A study on the branded content as marketing communication media in the viewpoint of relational perspective. Indian Journal of Science and Technology, 8, p.116.

Brand Storytelling:

Delgado-Ballester, E. and Fernández-Sabiote, E. (2016). “Once upon a brand”: Storytelling practices by Spanish brands. Spanish Journal of Marketing-ESIC, 20(2), 115-131.

Fog, K., Budtz, C., & Yakaboylu, B. (2005). Storytelling: Branding in practice. Berlin Heiddelberg: Springer-Verlag.

https://sujanpatel.com/marketing/7-companies-killing-brand-driven-storytelling/

(http://thestartupvideos.com/startup-tips/storytelling-for-startups-10-tips-to-learn-from-great-startups/)

Storytelling in start-up branding:

Thomassen, A. O., Jørgensen, K. M. and Klee, N. (2014). Strategic storytelling and Identity (re) configuration in a small start-up company. Critical narrative inquiry À Storytelling, sustainability and power in organizations. New York, NY: Nova Science Publishers.

Getting noticed on Facebook:

https://blog.hubspot.com/blog/tabid/6307/bid/28441/the-15-best-facebook-pages-you-ve-ever-seen.aspx

https://www.dreamgrow.com/22-inspiring-examples-of-facebook-page-designs/

Getting noticed on Twitter:

https://taggbox.com/blog/examples-of-successful-twitter-hashtag-campaigns/

https://sproutsocial.com/insights/twitter-campaign/

https://glean.info/some-of-the-best-twitter-campaigns-ever/

Getting noticed on Instagram:

https://business.instagram.com/success/

https://www.wordstream.com/blog/ws/2017/03/24/best-instagram-marketing-campaigns

https://neilpatel.com/blog/succeed-instagram-business/

Getting noticed on YouTube:

https://www.designwizard.com/blog/youtube-marketing-videos/

https://www.bigcommerce.com/blog/youtube-advertising/#benefits-of-advertising-on-youtube

Getting noticed on LinkedIn

https://business.linkedin.com/marketing-solutions/blog/linkedin-b2b-marketing/2017/10-examples-of-linkedin-ads-that-totally-crushed-it

https://blog.hubspot.com/marketing/linkedin-ads-examples

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