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Dominik Pflucher

on 24 October 2014

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Transcript of Branding

1. Definition and history
2. Components of brands
3. Brand management
4. Advantages of successful branding
5. How to brand
1. Definition and history
2. Components of brands
1. Name

What your prospects first hear

2. Logo

Brand is not a logo, but it's part of it

3. Phrase and slogan

Memorable and associated to the brand
Brand rejection

Brand non-recognition

Brand recognition

Brand preference

Brand insistence/loyalty
Influence the customers
Different types of names
A brandnomer: Kleenex
Registration to a trade mark system mandatory
Recognition and differentiation
Significant in terms of activities and value
Mean of differentiation
Makes people living an experience:
"I'm lovin' it"
"Just do it"
"American by birth. Rebel by choice"
4. Promise

Guarantee of what the customers can expect from you
Brand promise > beliefs and values
> can influence business decisions
Example: Coca-Cola
5. Personality

Set of human personalities
Made of customers' impressions
Example: Axe = seduction, masculinity
- Gives more insight on the product's values
- Shows customers' perceptions and attitudes
- People can recognize themselves
- Enables equity

6. Using graphics and shapes

Examples: Meanings for Western cultures
Vertical lines
Horizontal lines

8. Jingles

Sound and imagery: simultaneous

1. House of brands

A parent company is home for other different brands

3. Brand management
Branded house / Umbrella brand

Different products gathered under the same brand name
1. Advantages for the company
4. Advantages of branding
Awareness about the product
Brand recognition for that product
Familiarizes customer with the product
Customers' loyalty
Legal protection
2. Advantages for the customer
lower risk
symbol of quality
1. Employer brand - what is it all about?
Develop company as a brand for employers
Motivating existing employees

2. How to create an employer brand?
company values

engaged employees

3. Advantages of employer branding
keener profile
better reputation

higher brand awareness

more applicants

increased accuracy
of fit for applicants

lower costs

higher productivity

7. Colors

Which brands to you associate with these colors?

“The art and science of defining and differentiating yourself to the public.”
What is Branding by Run with scissors Inc

“The process involved in creating a unique name and image for a product in
the consumers' mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.”

“The marketing practice of creating a name, symbol or design that identifies and
differentiates a product from other products.”

... answer to the need to DEFINE what is your
... a feeling.

... hardly controllable.

... "guided".

A little game...

How do the following brands make you feel?
One word or expression!
Be quick!

Harley Davidson
History - a long past

Churches, castle and house flags

Show property
13th century in Europe: town criers

End of 14th century: Gutenberg Printing Press
England 1625: first ad in a newspaper

1880s: packaging

20th century in USA: century of promotion

And today?
1. Multi sensory brand management
5. How to brand
Definition of Brand Identity

Reinforcement of Corporate Identity

Consistent configuration of the components of the brand (name, logo, products etc.)

2. The five senses

70 – 80 % of all our (buying) decisions are unconsciously made by our senses.

3. Visual Branding

83 % of all marketing measures are visual

80-85 % of all information are recorded by the eyes

Shapes and colours are associated with feelings and emotions

4. Audio Branding – Corporate Sound


Theme Song


Corporate Voice


4. Audio Branding – Solution

Sound 1 20th Century Fox Soundlogo
Sound 4 Intel Soundlogo
Sound 5 Nokia Soundlogo
Sound 6 BMW new Soundlogo
Sound 3 BMW old Soundlogo
Sound 2 Audi Soundlogo
Sound 8 Haribo Jingle
Sound 7 McDonald's Jingle
5. Olfactive Branding

Where scent branding can be used
Product design
Marketing Materials
Point of Sale (PoS)
Trade fairs

5. Olfactive Branding - Statistics

7. Haptic Branding

Difficult through medial commercials

6. Gustatory Branding

Extremely difficult as many products do not have a special taste

Samples can not be given to the customer through medial commercials

Mostly only possible when seller and customer meet face to face
Bionade commercial
Packaging (Material, surface structure etc.)

8. Brand Sense Study (2003)

First study on the influence of multisensory marketing
13 countries
Men and women between 25 and 40 years
Focus on 10 international brands like Mercedes Benz, Dove etc.

8. Brand Sense Study (2003)

Most important insights
Concept of multisensory reinforcement
Combination of all senses only possible when

Multisensory marketing is well coordinated
Same message is sent through all sensory channels

8. Brand Sense Study (2003)

The 10 brands with the
best sensory excellency
belong to the 200 most
valuable brands worldwide.
9. Corporate Identity

“Combination of color schemes, designs, words, etc., that a firm employs to make a visual statement about itself and to communicate its business philosophy. It is an enduring symbol of how a firm views itself, how it wishes to be viewed by others, and how others recognize and remember it. “

9. Corporate Identity
Corporate Culture

Corporate Performance

Corporate Behaviour

Corporate Communication

Corporate Design
9.1. Corporate Design
Corporate Design
Corporate Design
9. Conclusion

Main important aim: differentiation.

A brand is made by people feelings and experiences!
Abercrombie & Fitch. (2012, October 25). A&F Loves Munich! [Video file]. Retrieved from https://www.youtube. com/watch?v=sq9VP8F1MYE

Aerni, M., Bruhn, M. (2012). Integrierte Kommunikation. Zürich: Vahlen.

Christina Grubendorfer. (2012, April 18). Christina Grubendorfer: "Was ist Employer Branding?" [Video file]. Retrieved from https://www.youtube. com/watch?v=2evKdIK4oas

Definition: Branding. (2014). Retrieved September 14, 2014, from http://www.entrepreneur.com/encyclopedia/branding

Definition: Branding. (2014). Retrieved September 14, 2014, from http://www.businessdictionary.com/definition/branding.html

Deutsche Gesellschaft für Personalführung. (2012). Employer Branding: Die Arbeitgebermarke gestalten und im Personalmarketing umsetzen. Bielefeld: W. Bertelsmann Verlag.

Ferrell, O. C., Hartline, M. (2010). Marketing Strategy (5th ed.). Mason: Cengage Learning.

Kotler et al. (2008). Principles of Marketing. (5th ed.). Essex: Pearson Education Limited.

Landa, R. (2006). Designing Brand Experience: Creating Powerful Integrated Brand Solutions. Clifton Park: Thomson Delmar Learning.

Lindstrom M. (2011). Brand Sense. Frankfurt am Main: Campus.

McQuinn, B. (2010, June 28). What is Branding? [Video file]. Retrieved from https://vimeo. com/12929611

Mercedes Benz. (2012). Brand Communication Standards.

NorwichBSchool. (2011, September 16). What is Branding? [Video file]. Retrieved from https://www.youtube. com/watch?v=JKIAOZZritk

Nölke, S.V., Gierke, L. (2011). Das 1x1 des multisensorischen Marketings. Köln: comevis.

Neumeier, M. (2006). The Brand Gap. Berkeley: New Riders.

Panda, T.K. (2006). Contemporary Marketing: The Changing Face of Marketing in 21st Century. Hyderabad: ICFAI University Press.

Ghauri, P., Cateora, P. (2005). International Marketing. (2nd ed.). Berkshire: McGraw-Hill Education.

And now it's your turn!
International Red Cross
Beats by Dre
"Be a HERO"
Sound 9 Coca Cola Themesong
Think about: sound, colour, image, emotions, message, shape, slogan, benefit, target group...
Thank you for
your attention!

Develop a basic branding stragegy/product for the following product:
Employer Branding
Employee recruitment
Employee loyality
Set of organisation’s values:
organisational structure
employee relationship

Who are we?
Who would we like to be?

What values do
we represent?

Who does suit our company?
How can we create a company’s profile?
brand promise might
be wrong
Branding is...
... heart of the organisation.
5. How to brand
5. How to brand
5.1. Employer brand
5.2. Multi sensory brand management
5.3. Five stages of brand awareness
5. How to brand
1. Five stages of brand awareness
2. Five steps of brand execution
Full transcript