Brand

1
Brand

• According to American Marketing Assoc., a brand
  is a name, term, sign, symbol, or design, or a
  combination of them intended to identify the
  goods or services of one seller or group of
  sellers and differentiate them from the
  competition.

2
Branding

• is about the consumers perceptions of the
  offering how it performs, how It looks, how it
  makes one feel, and what message it sends

• Perceptions are nurtured by
• 1. Market communications
• 2. Experiences

3
Quotes on On-Line Branding

• Brands stand as comfort anchors in the sea of
  confusion, fear and doubt. In dynamic markets,
  strong brands have more value than ever,
  precisely because of the speed with which these
  markets move. -- Chuck Pettis,
  Technobranding
• E-branding is more important than e-commerce.
  And it must come first. Because few people will
  buy your stuff -- on-line or off -- unless you
  are top-of-mind. -- Annette Hamilton,
  Executive Producer, ZDNet
• It took more than 50 years for Coca-Cola to
  become a worldwide market leader, but only five
  years for on-line search engine Yahoo! to gain
  market dominance. The role of the brand has
  changed dramatically and has created a vacuum
  between off-line and on-line brands. -- Mark
  Lindstrom, Executive Director ZIVO
• A company's web site IS the brand. It's the hub
  of consumer experience, the place where all
  aspects of a company, from its annual report to
  its products to its support, intersect. It's the
  company in a nutshell, all there in a way that
  just is not possible in the analog world. --
  Sean Carton, Carton Donofrio Interactive

4
Do Strong Brands Matter On-Line?
5
Four criteria for picking a good brand name
Key Brand Name Attributes Relevant, Distinct,
Consistent, Memorable
Relevant Describe product benefits Tidy bowl,
glass plus, powerbook
memorable, distinctive, positive Mustang, Pintos,
Colts, Broncos
A good brand name should . . . .
Consistent Fit the company or product
image Sharp, Excedrin, IBM, PCjr
6
The four criteria are also important in brand
functionality eBay vs. Amazon auctions (p. 534)

• Relevant.
• eBay brings together buyers and sellers
• Amazon is relevant for books and CDs but not for
  auctions
• Distinct
• eBay is almost a monopoly in brand association
  with auctions
• Amazon is distinctly associated with books and
  CDs not auctions
• Consistent
• eBay one category
• Amazon lots of brand extensions
• Memorable
• Synonymous with e-auctions
• Synonymous with online book retail

7
What is a good brand?

• Good brands provide a clear message to the market
  about
• 1. the core offering,
• 2. the wrap-around,
• 3. the communications.
• All provide not only a signal about the
  functional offering, but they are simultaneously
  differentiated by their emotional, symbolic, and
  experiential benefits.

8
What Is a Good Brand?

• Mix of off-line and on-line advertising
• Emphasizes advantages to AAdvantage memberships,
  including non-expiring miles and on-line services

• Marketing Communications

• Wrap-arounds

• Superior service
• AAdvantage frequent flier mile club
• Award winning Admirals Club lounges
• Comfortable chairs
• Portable defibrillators on every flight

• CoreProduct /Service

• Safe, on-time transportation from A to B

• Brand

• Prestige

9
Components of Brand Equity 1. Brand Awareness
2. Brand Association 3. Customer Benefits 4. Firm
Benefits

• A good brand...

• provides positive consumer responses...

• and benefits both target customers and
  the firm

• CUSTOMER BENEFITS
• Confidence
• Loyalty
• Satisfaction

• BRAND AWARENESS
• Depth (unaided recall, aided recall, recognition)
• Breadth (what cues)

• Market Communication

• Wrap-arounds

• CoreProduct /Service

• BRAND ASSOCIATIONS
• Strength - intensity
• Valence pos./neg.
• Uniqueness
• memorable
• distinctive

• FIRM BENEFITS
• Reduce marketing costs
• Increased margins
• Opportunity for brand extensions

• Source Keller (1996), Aaken (1996), Strategic
  Market Research Group, Marketspace Analysis

10
Types of Brands
Traditional Brands
On-line Brands

• The product / service with which the brand is
  associated was established in the online world
• Examples
• Amazon
• Yahoo!
• AOL
• Priceline
• CDNow
• ETrade

• The product / service with which the brand is
  associated was established offline in the
  bricks-and-mortar world
• Examples
• The Gap
• UPS
• Dell
• McDonalds
• OfficeMax
• Coca-Cola
• Disney

11
KEY BRANDING ELEMENTS

• 1. Clearly define the brand audience
• 2. Understand the customer
• 3. Identify key leverage points in customer
  experience
• 4. Continually monitor competitors
• 5. Compelling Complete Brand Intent
  (positioning)
• 6. Execute with integrity
• 7. Be consistent over time
• 8. Establish feedback systems
• 9. Be opportunistic
• 10. Invest and be patient

• Value Cluster

• Integrated Campaign

12
Similarities and Differences in Off-Line vs.
On-Line Branding
13
Similarities and Differences in Off-Line vs.
On-Line Branding, contd
14
New Brand vs. Use Existing Brand
15
www.aa.com
16
Key Branding Elements
American
Continental

• CV

• CV

17
Key Brand Attributes
Continental
American Airlines
18
Assessment of Key Branding Elements
Monster.com
Hotjobs.com
19
Assessment of Key Brand Attributes
Hotjobs.com
Monster.com
20

• pp. 522-523 CBS MarketWatch vs. Bloomberg.com
• See p. 532 for eBay vs. Amazon