Premium Essay

9 Principles of Branding

In: Business and Management

Submitted By wdarwis
Words 11897
Pages 48
Written By | Greg Stine
The Nine Principles of Branding
Supplemental Information for the Branding
Essentials Workshop
2
4
6
9
12
14
16
18
20
23
26
29
32
Branding at a Glance
Branding: What Is All This About, Anyway?
Branding Principle #1:
Keep It Simple
Branding Principle #2: Mass-Produced
Word of Mouth (PR) Builds Brands
Branding Principle #3:
Focused Brands are More Powerful
Branding Principle #4:
Differentiation is Key
Branding Principle #5:
The First Brand Advantage
Branding Principle #6:
Avoid Sub-brands at All Cost
Branding Principle #7:
Perception vs. Quality
Branding Principle #8:
Be Consistent and Patient
Branding Principle #9:
Write Out Your Brand Definition
Discovering More Than Just Your Brand
About the Author
Table of Contents
2
Branding at a Glance
By Greg Stine
President of Polaris, Inc.
The success of a product, service, individual, business, organization, or even a city is based on being perceived as unique.
Look at any market leader and you’ll find they each own a place in the consumer’s mind. They have positively differentiated themselves from the rest of the competition.
Branding is creating that individual niche in the consumer’s psyche and owning it. More than just marketing, branding is the entire effect that creates a memorable identity. A successful branding program is also based on differentiating yourself as unique.
Effective branding creates a perception that there is no other product, service, organization or community quite like yours. Whether the distinction is a result of function, form, ease of use, price or prestige, the consumer believes you offer something exceptional. For example, factors affecting the brand of an organization can be both tangible and intangible, including office décor, personnel attire, organization philosophy, product/service quality, design of...

Similar Documents

Premium Essay

Consumer Behavior

... | |Key concepts | |Product marketing · Pricing | |Distribution · Service · Retail | |Brand management | |Account-based marketing | |Ethics · Effectiveness · Research | |Segmentation · Strategy · Activation | |Management · Dominance | |Promotional content | |Advertising · Branding · Underwriting | |Direct marketing · Personal sales | |Product placement · Publicity | |Sales promotion · Sex in advertising | |Loyalty marketing · SMS marketing | |Premiums · Prizes | |Promotional media | |Printing · Publication · Broadcasting | |Out-of-home advertising · Internet | |Point of sale · Merchandise ...

Words: 5688 - Pages: 23

Premium Essay

Marketing

...COURSE OUTLINE CENTRE FOR HOSPITALITY AND CULINARY ARTS COURSE NAME: Restaurant Marketing Leadership COURSE CODE: HOST 1058 CREDIT HOURS: 42 Hours PREREQUISITES: None COREQUISITES: None EFFECTIVE DATE: January 2013 PROFESSOR: Andy Hickl-Szabo PHONE: N/A EMAIL: ahickl@georgebrown.ca PLAR ELIGIBLE: YES ( ) NO ( x ) NOTE TO STUDENTS: Academic Departments at George Brown College will NOT retain historical copies of Course Outlines. We urge you to retain this Course Outline for your future reference. EQUITY STATEMENT: George Brown College values the talents and contributions of its students, staff and community partners and seeks to create a welcoming environment where equity, diversity and safety of all groups are fundamental. Language or activities which are inconsistent with this philosophy violate the College policy on the Prevention of Discrimination and Harassment and will not be tolerated. The commitment and cooperation of all students and staff are required to maintain this environment. Information and assistance are available through your Chair, Student Affairs, the Student Association or the Human Rights Advisor. George Brown College is dedicated to providing equal access to students with disabilities.  If you require academic accommodations visit the Disability Services Office or the Deaf and Hard of Hearing Services Office on your campus. STUDENT RESPONSIBILITIES: Students should obtain a......

Words: 1911 - Pages: 8

Premium Essay

Unit-Iv

...UNIT-IV Product positioning concept Although there are different definitions of Brand Positioning, probably the most common is: identifying a market niche for a brand, product or service utilizing traditional marketing placement strategies (i.e. price, promotion, distribution, packaging,and competition). Also positioning is defined as the way by which the marketers creates impression in the customers mind. Positioning concepts More generally, there are three types of positioning concepts: 1. Functional positions o Solve problems o Provide benefits to customers o Get favorable perception by investors (stock profile) and lenders 2. Symbolic positions o Self-image enhancement o Ego identification o Belongingness and social meaningfulness o Affective fulfillment 3. Experiential positions o Provide sensory stimulation o Provide cognitive stimulation Perceptual mapping Perceptual mapping provides answers to these vital questions: • What is your market position relative to your competitors? • What are your strengths and weaknesses? • Where are there gaps in the market? • How do you measure up to the “ideal?” • What strategies will improve your competitive position so that you are both relevant to the market and differentiated from competitors? The process includes developing the attributes—either functional, emotional, or both. Survey respondents rate the client brand and competitive brands on each of the attributes, and attribute importance and......

Words: 1313 - Pages: 6

Premium Essay

Employer Branding : How to Reach the Unreached

...Employer Branding - How To Reach The Unreached Savita B. Email : savita_b19@ymail.com Abstract: Employer Branding is the process of creating reputation and image of being a ‘great place to work’ in the minds of the present as well as target employees. It is the process of attracting, recruiting and retaining best talent in the organization. It is a process of applying the branding principles to the Human Resources Management in the organization. By building a strong employer brand organization can get best, talented, efficient and excellent employees in the organization. It also reduce the cost of recruitment, increase bargaining power of the organization, make capable the organization to face the problem of shortage of talented employees, increase the profitability and make organization more compatible with young employees. For building a strong employer brand organizations should have best strategic business plan having effective workforce plan with strong Employer Branding Plan. For becoming an ‘Employer of Choice’ organization have to go though the three step employer branding process: Know Yourself, Test Yourself, Select the Proper Channel to Reach the Unreached. By this process organization come to know the strengths of organization as an employer which helps in increasing profitability of organization. This paper aims at explaining the importance & benefits, of employer branding. It also explains the process of reaching to the unreached employees and becoming...

Words: 2619 - Pages: 11

Premium Essay

Research on Electricity Boards

...BRAND MANAGEMENT AND MARKETING RESEARCH UNIT (BMMRU) THE CHALLENGE OF FINANCIAL SERVICES BRANDING: MAJORING ON CATEGORY OR BRAND VALUES? Leslie de Chernatony and Fiona Harris August 2000 00/6 ISBN 0 7492 3535 7  Open University Business School, 2000 The Challenge of Financial Services Branding: Majoring on Category or Brand Values? THE CHALLENGE OF FINANCIAL SERVICES BRANDING: MAJORING ON CATEGORY OR BRAND VALUES Abstract Research suggests that emotional values are more sustainable than functional values. It is argued that in the services sector the key to sustainable brand differentiation is a unique set of emotional values. This paper examines the nature of financial services brands’ values and finds that they tend to focus on functional category values rather than unique emotional brand values. A lack of congruency between brand team members’ perceptions of their brands’ values and a lack of correspondence with their brands’ espoused values were also noted. Keywords: brand values, services brands, financial services 1. Introduction A brand is a multidimensional construct involving the blending of functional and emotional values to match consumers’ performance and psychosocial needs (de Chernatony and Dall’Olmo Riley, 1998). One of the goals of branding is to make a brand unique on dimensions that are both relevant and welcomed by consumers (de Chernatony and McDonald, 1998). One of the problems marketers face is going beyond the values that......

Words: 2734 - Pages: 11

Premium Essay

Co Branding

...Strategic Advantage Through Successful Co- Branding ABSTRACT Today’s market is suffering from a syndrome of sameness where all the products offered to the customers look very similar. This similarity is not only from the sameness in the physical brand element but also in the symbolic value proposition offered to the market. In this situation marketers are searching for alternative method of branding for creating sustainable competitive advantage. Co-branding as an alternative branding proposition is fast making grounds due to various factors. The opening of Indian economy with spate of entries by multinationals makes it evident that the Indian consumer is going to face lot of products with co branding options. This paper looks in to the psychological principles of co-branding strategy and highlights the potential benefits and dangers of co-branding strategy as a brand building alternative in Indian Market. Key Words: Co-Branding, Classical conditioning, Conditioned stimulus, branding strategy, brand association, ingredient co-branding, joint venture co-branding, multiple sponsor co-branding. Introduction There are various strategic options available to a marketer for building a strong brand in the market place. Brand image building is a long term process and three key issues need attention to make a brand distinct from other products or brands in the same product categories. It is difficult to develop a long term one way strategy for a brand and make......

Words: 3221 - Pages: 13

Premium Essay

Strategic Brand Management

...| | PROFESSOR: Dr. Chris Pullig OFFICE: HSB 223 OFFICE HOURS: T-Th 1:45 – 4:00 or by appointment PHONE: 710-4769 (Office) and 836-0206 (Home) EMAIL: Chris_Pullig@Baylor.edu Course Description and Objectives: One of the most valuable assets for any firm is the brand associated with its products and/or services. Despite this, very little attention has been paid to the subject in business education. To address this, Strategic Brand Management is an advanced elective that addresses important branding decisions faced by an organization. Its basic objectives are: 1) to increase understanding of the important issues in planning and evaluating brand strategies; 2) to provide the appropriate theories, models, and other tools to make better branding decisions; and 3) to provide a forum for students to apply these principles. Specifically, we will cover: • Building customers’ brand knowledge • Generating brand identities and value propositions • Using the marketing mix to effectively deliver the brand to the marketplace • Measuring brand equity • Creating a comprehensive and effective brand architecture • Managing brands over time Course Organization and Administration: Strategic Brand Management is...

Words: 3393 - Pages: 14

Premium Essay

Hrm Paper

...Employer brand denotes an organisation's reputation as an employer.[1] The term was first used in the early 1990s, and has since become widely adopted by the global management community.[2][3][4] Minchington (2005) defines employer brand as "the image of your organisation as a 'great place to work'". Employer branding is concerned with enhancing your company's employer brand.[2] Just as a customer brand proposition is used to define a product or service offer, an employee value proposition is used to define an organisation's employment offer. Likewise the marketing disciplines associated with branding and brand management have been increasingly applied by the human resources and talent management community to attract, engage and retain talented candidates and employees, in the same way that marketing applies such tools to attracting and retaining clients, customers and consumers. Contents 1 Origin 2 Employer branding 3 Employer brand management 4 Employer brand proposition 5 Employer branding and internal marketing 6 Brand-led culture change 7 References Origin The term "employer brand" was first publicly introduced to a management audience in 1990,[5] and defined by Simon Barrow, chairman of People in Business, and Tim Ambler, Senior Fellow of London Business School, in the Journal of Brand Management in December 1996.[6] This academic paper was the first published attempt to "test the application of brand management techniques......

Words: 1467 - Pages: 6

Premium Essay

Kotler

...Ingredient Branding Philip Kotler· Waldemar Pfoertsch Ingredient Branding Making the Invisible Visible Professor Philip Kotler Kellogg Graduate School of Management Northwestern University Evanston, IL 60208, USA p-kotler@kellogg.northwestern.edu Professor Waldemar Pfoertsch China Europe International Business School 699 Hongfeng Rd. Shanghai 201206, China wap@ceibs.edu e-ISBN 978-3-642-04214-0 ISBN 978-3-642-04213-3 DOI 10.1007/978-3-642-04214-0 Springer Heidelberg Dordrecht London New York Library of Congress Control Number: 2010926489 © Springer-Verlag Berlin Heidelberg 2010 This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer. Violations are liable to prosecution under the German Copyright Law. The use of general descriptive names, registered names, trademarks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. Cover design: WMXDesign GmbH, Germany......

Words: 106805 - Pages: 428

Premium Essay

Papers

...Leadership and Ethics – (BUS6035-A) LEADERSHIP AND ETHICS GROUP TERM PAPER (Emotional Intelligence and leadership self-branding) Group Members: Nehemiah Kimani: 643907 Kiambati, Francis Kanyora: 645462 Judy Mwangi: 641678 Table of Contents EMOTIONAL INTELLIGENCE 3 Introduction 3 Defining Emotional Intelligence 3 Branches of Emotional intelligence 4 Evolution of Emotional Intelligence 5 Major skills that make up emotional intelligence are: 7 Importance of Emotional Intelligence 8 Importance to Leadership 9 How to Improve Emotional Intelligence 9 Conclusion 10 LEADERSHIP SELF BRANDING 11 Introduction 11 Brand and Branding 11 Personal Branding 12 Personal Branding Process 12 The ‘Domain’ Principle 14 Factors and Qualities used in Personal Branding 14 Leadership branding 16 Leadership Brand Definition 16 Leadership Branding Concepts 17 Building a Leadership Brand 18 Principles Used in Building Strong Leadership Brands 19 Challenges of Leadership Self Branding 19 Conclusion 20 References 21 EMOTIONAL INTELLIGENCE Introduction In the past decade, emotional intelligence has generated an enormous amount of interest both within and outside the field of psychology. It brings together the fields of emotions and intelligence by viewing emotions as useful sources of information that help one to make sense of and navigate the social environment. Emotional intelligence is powerful, and at times more powerful, than......

Words: 5624 - Pages: 23

Premium Essay

Miss

...analysis aims to examine the need of business-to-business companies for branding and analyzes the options for success by means of the stock performance. Design/methodology/approach – The paper consists of a qualitative and quantitative pilot study and a quantitative main survey. Findings – Long-term branding strategies, brand performance and firm’s business performance are found to be positively correlated with stock increase. Current brand focus and use of guiding principles can lead to improved business performance. Research limitations/implications – The study has possible location- and industry-specific limitations. Practical implications – Managerially, the findings encourage firms to adopt a long-term branding strategy, focusing not only on brand development. Originality/value – By systematically examining relationships between branding strategy and performance of the global firms, this study adds knowledge to the field of B2B brand research. Keywords Business-to-business marketing, Brand management, Marketing strategy, International marketing Paper type Conceptual paper An executive summary for managers and executive readers can be found at the end of this issue. Introduction When talking about brands most people think of Coca-Cola, Apple, Ikea, Starbucks, Nokia, and maybe Harley Davidson. These brands also happen to be among the most cited bestpractice examples in the area of business-to-consumer (B2C) branding[1]. For these companies their brand represents a...

Words: 4226 - Pages: 17

Premium Essay

Consumer Culture Theory, Consumer Agency and the Importance of Brands

...Consumer Culture Theory, Consumer Agency and the Importance of Brands Summary of the Importance and Relevance of Topic Consumer Culture Theory (CCT) refers to the classification of a certain approach to studying consumers and the way that they consume. It was first coined in 2005 by Arnould and Thompson, and it specifically addresses the sociocultural, symbolic, experiential and ideological facets of consumption. Their work is the culmination of over a quarter century of research that treats consumer behaviour as a phenomenon worth studying. As we have come to develop the field of CCT, so too are we developing our understanding of the consumer, and the broader economy. The work of Arnould and Thompson has provided students of consumer behaviour with the necessary environment to debate, innovate and advance the field of study.1 CCT is important within the scope of consumer behaviour because it places a focus on meaning and identity creation; it delves deeper in the mentality that surrounds consumers in the marketplace, and an understanding of this mentality is useful to all that engage the market (buyers, sellers, producers, etc...). “CCT explores how consumers actively rework and transform symbolic meanings encodes in ads, brands, retail settings, or material goods to manifest their particular personal and social circumstances and lifestyle goals.”2 In understanding CCT, we understand the market in a broad sense, for example, acknowledging that marketing symbols are......

Words: 3745 - Pages: 15

Premium Essay

Sble

...Chapter 9: Creating Brand Equity GENERAL CONCEPT QUESTIONS Multiple Choice 1. At the heart of a successful brand is ________, backed by creatively designed and executed marketing. a. price b. promotion c. a great product or service d. a great slogan e. a brand concept Answer: c Page: 260 Difficulty: Easy 2. The strategic brand management process involves four main steps. Which of the following would NOT be among those steps? a. Measuring consumer brand knowledge b. Identifying and establishing brand positioning c. Planning and implementing brand marketing d. Measuring and interpreting brand performance e. Growing and sustaining brand value Answer: a Page: 260 Difficulty: Hard AACSB: Analytic Skills 3. The American Marketing Association defines a ________ as “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 to differentiate them from those of competitors.” a. holistic product concept b. product concept c. service concept d. brand e. brand image Answer: d Page: 260 Difficulty: Medium AACSB: Analytic Skills 4. Consumers learn about brands through ________ and product marketing programs. a. the mass media b. past experiences with the product c. the sales force d. shopping bots e. independent information sources Answer: b Page: 260 Difficulty:......

Words: 5774 - Pages: 24

Premium Essay

Sustainable Architecture Case Study

...4. Sustainable Architecture as Branding 4.1. Chen, H. Y. (2006). Research into the marketing promotion of sustainable architecture. (Order No. H129400, Beijing University of Aeronautics and Astronautics (People's Republic of China)). PQDT – Asia This thesis analyzes the marketability of the sustainable development from both the side of government and the side of ventures in current situation of China. It researches marketing in architecture industry as well as legal codes, national policies and the impacts of technology, social culture and environment. It claims that ventures are in the center of economy, alongside they must be focused in sustainable architecture market too. It also contains a case study, comparing the investment and incomes...

Words: 871 - Pages: 4

Premium Essay

Southwest Airline

...Case Analysis By: Omar B. Caligan TITLE OF THE CASE: Positioning Southwest Airlines through Employee Branding VIEWPOINT: Top Level Management – Executive TIME CONTEXT: 2005 I. PROBLEM STATEMENT * The use of employee branding as a process to gain an organizational “position” in the minds of customers II. OBJECTIVES: * To determine how employee branding works * To determine how employee branding can be utilized to position the organization in the minds of customers, employees and other stakeholders * To determine what are the key success factors for those who wish to make employee branding a strategic focus within their organization III. AREAS OF CONSIDERATION * Strengths 1. Psychological Contract * Influences employees’ trust in their employers and their motivation to serve customers and co-workers * Impacts interaction of employees with others as well as their day-to-day productivity 2. Knowledge of Desired Brand Image * Values, Philosophy and Spirit * Humour * Altruism * LUV * Use of drivers as focus for Southwest’s positioning strategy * Reliable, friendly and low priced 3. Service Innovation * Weaknesses 1. Excessive use of authority 2. Complexity of Process 3. Decreasing differentiation relative to other low cost carriers (i.e. segmented seats, international flights, etc.) 4. ......

Words: 838 - Pages: 4