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طبقه بندی موضوعی

۷ مطلب با موضوع «Brand» ثبت شده است

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Brand building, 5 tips

First of all, why is brand important for companies? How should we tackle brand building? And what is brand · Japan survey on how you perceive brands? It is a recommendation from five brand · Japan planning committee. The first tip is from David A. Arker, a special adviser.

Brand building the strongest prescription under the low growth era

Mr. David A. Arker continuing to give deep remarks as a special adviser to the planning committee for a long time from the planning of Brand Japan has sent messages from Japan and San Francisco to the Japanese people involved in brand building It was.

Brand building is the strongest prescription in the age of low growth and it is necessary to overcome "isolation and competition" due to the "silo" (vertically divided) problem with "cooperation and communication" in order to push the approach, It is Yale to brand representative. Please have a look.

This video letter was screened at the beginning of the seminar of "How to bring innovation to create the top brand seminar brand seminar 15th anniversary issue of" Brand Japan "(held on April 17, 2015).

The true value of inner branding and brand loyalty

I am appointed as a corporate brand owner, but I do not know what to do from hand. I know the importance of making brands, but I do not know how to involve all employees. I think that improvement of brand power is indispensable for improving profit, but its importance was neglected, budget of brand building was cut by the weak performance of company. I do not think there are many brand staff who have such troubles.

To these concerns, Mr. Aaker will send frank advice. Inner · branding (in-house awareness reform) is an important initiative that plays the core of brand building, and that there are two challenges to be challenged. When performance is sluggish, it is necessary to look towards brand loyalty. Mr. Aaker warms his speech.

From the future of digital utilization and brand building

Ale from Mr. Aaker concludes with two topics that are indispensable for thinking about future brand building.

The first topic is about the utilization of "digital" whose importance is increased further in the future. While discussing the possibilities from the four perspectives, discussions that return to essence are essential when considering the utilization of the media as "the discussion on what kind of media should be used is not very important" Just in case.

The second topic is how the environment surrounding the "brand" changes in ten years. We will list three points of change in the consumer trend that can occur in the future and introduce the points to pay attention to in order to promote brand building from that point of view.

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Let's further deepen our understanding of the meaning or necessity of marketing through examples.



Mr. A working as a salesperson at a major insurance company had a headache in sharply reducing the number of sales in recent years.


Even though we could easily get large contracts by simply opening up business to a factory or a factory, in modern times, no matter how many companies or factories we were going through it was quite successful not.


Moreover, the pressure from the company is getting stronger.


If the results worsen like this, it will hurt your life.


So Mr. A decided to listen to Mr. B, a former colleague who switched to an Internet life insurance company F.


F company is a fast-growing company, despite being a start-up company, in the last few years it has not quite closed to other life insurance companies.


Perhaps I thought that the mainstream of future insurance would be the net, and decided to explore the reasons for good performance.


Mr. A who is listening to the secret of popularity of F company in a straightforward way with a public talk.


So it was the word "marketing" that jumped out of Mr. B's mouth.


Mr. B: Actually, in fact, the fact that the insurance industry is suffering in recent years is a fact. Everywhere the performance is sluggish is the same. In our case, I think that being able to contract on the net is only an element to the last. Besides that, I think that it is important that the idea such as "what customers are seeking" and "what kind of products can be provided for the demand" is fundamental. In other words, it is marketing. I want to sell "I want to sell", it is not time to buy.



Indeed, the characteristic of F company is that it is possible to contract for life insurance on the Internet, but in fact, because the precise marketing was carried out, performance was upward.


Mr. A did not notice the point and he thought that it was easy to say, "Can you sell it if you sell on the Internet?"


However, it was admonished by Mr. B.


From now on, as a strategy that Mr. A can take, it is likely to select the target customer and provide the optimal product according to the wants (desire) while exploring the needs (necessary).


Alternatively, if marketing is difficult on an individual basis, you can appeal the necessity to the company.


One proposal is that the Internet can be utilized for young people.


【Difference between "Needs" and "Wants"】 It

is about the difference between the need (needs) and the desire (wants) , which is important in understanding marketing .


Although each nuance is similar word, when thinking about approach to a customer, it is impossible to build a correct strategy without being able to say the difference between them.


Here again, let's grasp the difference between the two.


<Needs (needs)>

Humans are constantly looking for something.


It depends on time and occasion, but if you are thirsty you will want water, and if you get hungry you will ask for food.


In addition to such physiological necessity, we may ask for brand products because they are "owned by everyone" and sometimes ask for "to live more conveniently" cars I guess.


As you can see, the need for feelings rooted in the necessity of human beings is their needs.


The characteristic of needs is that the objects are not necessarily individual specific things.


Just because you are thirsty does not necessarily mean that water is necessarily.


Some people want juice and coffee.


In business, it is important not to pay attention only to the customer's superficial needs, but to dig further.


What is marketing?


<Wants (Wants)>

On the other hand, wants is the desire that arises when the needs are materialized as real products.


Water and coffee for the thirsty needs and bread and rice for the needs of being hungry.


By firmly grasping customer needs, we will be able to provide more optimum wants.


However, what is subject to Wants is not necessarily an existing product.


There are many things that products that make use of new technologies that we have not seen yet stimulate customers' wants.


That is why companies are announcing new products one by one, and the pursuit of Wants is a factor that exerts a great influence on the competitiveness of companies.


What is marketing?



· Age when modern can not be sold simply by making products and services 

· "customer thinking" is important rather than "seller thinking" 

· marketing starts from "customers" 

· customers "needs (needs)" The one that embodied it and "Desire (Wants)"


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About This Course

course Objectives

Course Elements

Grading Elements

Adopt a brand

Individual Course Assignment

30% course grade

Due March 24th on Canvas

Adopt a Brand Process

Individuals select a recognized brand 

Search for articles that represent brand activity

Integrate Research on Market Trends and Global Influences

Draw conclusions around competitive capability of the brand

Make recommendation for future brand positioning

Adopt a Brand Summaries

Session 1 Topics

Before We Begin
What Do You Prefer?

 Branding Concept
What is a Brand ?

Branding DNA


Branding Elements

Brand Value Elements

Branding Scope
What Can Be Branded

Branding Principle

Effective branding requires Branding elements that:

1.Are integrated around a central theme and work together
2.Match with the customer lifestyle, needs and buying behaviors
3.Fit the image, ethics and reputation of the parent brand or company

Millennial Car Wars
Lincoln vs Tessla

2015 Lincoln MKZ

The Lincoln Motor Company teams up again with Academy Award winner Matthew McConaughey to create Lincoln MKZ and Lincoln MKZ Hybrid ad campaign that will begin airing during high-profile New Year’s Day college football bowl games

Two new TV and online ads will promote Lincoln MKZ and Lincoln MKZ Hybrid midsize sedans, which have given a new direction to the brand with their introduction two years ago

Lincoln’s previous collaboration with McConaughey, the “Live in Your Moment” campaign, fueled early sales success of 2015 Lincoln MKC small premium utility

Lincoln’s NEW Ads

Lincoln MKZ Hybrid Ad

Lincoln MKZ Hybrid Ad

Brand Storm

Create a millennial targeted BRAND Campaign for the Lincoln MKZ

Slogan And messages?

competitive Price Point and value?

utilize current celebrity (Matthew) and other celebrity endorsers to enlist?

Customer Engagement

Brand Hierarchy

Personal Brand Hierarchy

Branding Versus Marketing

Branding and Marketing Play Different Roles

Marketing Focuses on Current Transactions

Invent a Boutique Hotel Brand

Select existing hotel chain

Decide on a Boutique Hotel concept or theme

Choose a target segment

Select a Unique Name that suggests the Theme

Choose a Slogan / Logo

Design the “Package”


Branding Focuses on Long Term Customer Perceptions


Branding Principle

Effective Marketing Requires Integration of Marketing With a Successful Branding Campaign

Integrating Branding and Marketing

Science of Branding 1-3
Brand Leadership

Keys to Brand Leadership


Interbrand 2014

Top 10 Brands on Social Media

Pepsi Overview

Though the cola category faces challenges, Pepsi has responded positively and proactively. In March 2013, the brand unveiled a new single-serve bottle for its Pepsi trademark portfolio,  its first design update since 1996

The brand is addressing key consumer concerns, such as sugar content, via the lower calorie version of its flagship beverage, Pepsi Next

Building a reputation for its environmental efforts, Pepsi was awarded the 2012 Stockholm Industry Water Award for reducing its water consumption.

 Delivering a holistic expression of its brand and continuing to engage millions of people around the world through music and digital platforms, Pepsi is making a comeback.

Coca Cola Overview

Coca-Cola remains the most recognizable—and one of the most valuable—brands in the world. Guided by its 2020 Vision goals around innovation, focus, and creativity, Coca-Cola achieves impressive global presence through standout ad campaigns, bold design, digital savvy, and a simple, universally relevant theme that weaves throughout the brand’s communications: happiness.

During the past year, much of its marketing focused on the global, music-driven “Move to the Beat” campaign for the London Olympic Games,

Coca-Cola not only effectively spread its “Open Happiness” message in more than 200 markets around the world, it also created moments of happiness through the award-winning “Share a Coke” campaign that puts consumers’ names on bottles and cans, and the madcap Coca‑Cola Zero “Unlock the 007 in You” stunt that cross-promoted the James Bond Skyfall movie release

Coca-Cola’s innovation pipeline also extends to its sustainability platform and packaging, promoting healthy living, and reinventing self-serve beverage dispensers with the Coca-Cola Freestyle dispenser.

McDonalds Overview

Despite a year of change, the golden arches remains highly relevant to 69 million daily consumers through greater choice and localization, consistent global brand expression, and customer experience.

Growing to 34,000 restaurants globally, McDonald’s continues to focus on Asia, where it must find the product sweet spot for consumers across the region, a key to successful expansion and relevancy in the market.

With the modern redesign of its locations, McDonald’s repositioned itself to broaden accessibility overall, stretching into the more upscale quick-service restaurant space while returning to its original pricing strategy of everyday value all around the world, offering a wide variety of menu items at lower price points

Starbucks  Overview

For a brand that’s synonymous with coffee, Starbucks is venturing well beyond its coffee shop model. Key investments this past year include a USD $100 million acquisition of San Francisco-based artisanal baking chain La Boulange, an attempt to improve its food offering and take on rivals encroaching on its coffee business

The brand also paid USD $620 million for the US-based Teavana chain in November 2012, expanding its tea lineup beyond its Tazo brand.

Starbucks also successfully launched its K-Cup (Keurig’s popular system) single-serve tea and coffee for the at-home market in a bid to take on Nestlé’s Nespresso brand.

Whether these strategies will have an impact outside the US remains to be seen, especially given the brand’s ambition to grow its store footprint in the Asia Pacific region. Having added 516 new stores in Asia Pacific in the past year and revenue up 22 percent, the strategy appears to be paying off.

The most checked-in brand in the world according to Facebook, Starbucks fans are particularly engaged in Indonesia and the Philippines. In the hot seat over corporate taxes in the UK, it remains to be seen whether this will have a long-term impact on the brand.

Google Overview

If Google’s stream of innovation is anything to go by, there’s clearly something in the water in Mountain View, California. From making noise for its self-driving cars to taking advantage of Apple’s Maps fumble to releasing the straight-out-of-Star Trek Google Glass, the company once described as a search engine has found its voice as a true leader of the technology age

However, the year hasn’t been perfect for the company, with anti-trust questions being raised in the US and Europe, and its involvement in the PRISM scandal flying in the face of its “don’t be evil” corporate motto

Google’s search engine is still outperforming those of rivals Yahoo! and Microsoft, and experimental forays like Project Loon, which aims to deliver 3G internet to remote areas via solar-powered balloons in the stratosphere, continue to remind us that Google is more than a search engine.

Strategic Brand Management

1. Establish Brand Position
& Values

2. Brand Marketing Programs

3. Performance Measure

4. Equity Growth

Commodity Branding
Branding Brief 1-2  

What Defines a Commodity

Some Commodity Brands However Do Show Brand Success

Commodity Branding Strategies

What Makes Branding Places Unique

How is a Place Defined

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True Excellence

It’s popular to talk of achieving excellence. But, how many businesses try to achieve true excellence—that 10 on a 10 point scale? I would guess very few.

When most businesses talk about achieving excellence, what they’re really shooting for is that 8 or 9, that difference that gives them a competitive advantage they can easily see in the market.

You can see it in the way they ask questions of their customers: when trying to gauge a customer’s satisfaction, surveys have a likert scales with points like very dissatisfied, dissatisfied, neutral, satisfied, and very satisfied. But, what about trying to satisfy them completely?

It’s easy to understand why most businesses don’t try to shoot for true excellence: If they measure it, they have to try to achieve it, which is hard—getting from 9 to 10 is a lot harder than getting from 7 to 9, And, none of their competitors are trying to achieve true excellence, so the effort isn’t worth the advantage.

These companies are often more concerned with becoming bigger than better; they’re often externally-motivated more than internally-motivated; they’re often more about short-term profits than long-term health; and, they’re often afraid of failing to achieve excellence.

Realizing true excellence isn’t about short-term profits; it’s about long-term sustainability; it’s about inspiration; it’s about achieving and living your core values; and, it’s about building and being a part of an organization you can be proud of.

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100 برند مطرح جهان در سال 2017

List of Interbrand’s 2017 Best Global Brands

Rank BRAND ۲۰۱۷  ( Billion Dollar )
۱ Apple +۳%
۱۸۴,۱۵۴ $m
۲ Google  +۶%
۱۴۱,۷۰۳ $m
۳ Microsoft  +۱۰%
۷۹,۹۹۹ $m
۴ Coca-Cola  -۵%
۶۹,۷۳۳ $m
۵ Amazon  +۲۹%
۶۴,۷۹۶ $m
۶ Samsung  +۹%
۵۶,۲۴۹ $m
۷ Toyota  -۶%
۵۰,۲۹۱ $m
۸ Facebook  +۴۸%
۴۸,۱۸۸ $m
۹ Mercedes-Benz  +۱۰%
۴۷,۸۲۹ $m
۱۰ IBM  -۱۱%
۴۶,۸۲۹ $m
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Maximizing Brand Equity

Brand Equity can be defined as the commercial value that derives from consumer perception of the brand name of a particular product or service, in other words, the value premium that a company generates from a product with a recognizable name when compared to a generic equivalent. Think Apple’s new iPhone X price starting at $1000 compared to a generic smartphone.

The good news is that you can create brand equity for your products and services by making them memorable, easily recognizable, and superior in quality and reliability.

Brand equity has three essential components:

  1. Consumer perception
  2. Negative or positive effects
  3. Resulting value

First and foremost, brand equity is built by consumer perception, which includes both knowledge and experience with a brand and its products. The knowledge that a customer segment holds about a brand directly results in either positive or adverse effect. If the brand equity is positive, the organization, its products, and its financials can benefit. If the brand equity is negative, the opposite is true.

These effects can turn into either tangible or intangible value.

If the effect is positive, the actual value is realized as increases in revenue or profits and intangible value is achieved as marketing awareness or goodwill. If the effects are negative, the tangible or intangible value is also negative.

For example, if consumers are willing to pay more for a generic product than for a branded one, the name is said to have negative brand equity.

Cult Brands like Disney, Apple, and Harley Davidson, have high brand equity. Brand equity accounts for the difference in customer response that a brand name makes.

In essence, brand equity is a factor of a brand’s ability to keep and attract customers.

Mini Workshop: Maximize Brand Value

  • Who are your most profitable customers?
  • What drives your best customers to buy from you?
  • What emerging consumer needs can you address?
  • How can you differentiate your brand?

Brands with high perceived value command premium pricing, better margins, and wider distribution. By knowing your best customers and what drives them to choose you more often you can maximize your brand equity.

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A great place to start when establishing core values that stick and resonate is the work of Abraham Maslow.You’re probably familiar with Maslow’s Hierarchy of Human Needs, but did you know that Maslow spent his final years diving deep into what feeds the human soul? He called these values that resonate deep within us Being Values or B-Values. He never got to finish a definitive list, but he identified some helpful starting places:


unity; integration; tendency to oneness; interconnectedness; simplicity; organization; structure; dichotomy-transcendence; order

necessity; just-right-ness; just-so-ness; inevitability; suitability; justice; completeness; “doughtiness”

ending; finality; justice; “it’s finished”; fulfillment; finish and telos; destiny; fate

fairness; orderliness; lawfulness; “oughtness.”

process; non-deadness; spontaneity; self-regulation; full-functioning

differentiation, complexity; intricacy

honesty; nakedness; essentiality; abstract, essential, skeletal structure

rightness; form; aliveness; simplicity; richness; wholeness; perfection; completion; uniqueness; honesty

rightness; desirability; “oughtness”; justice; benevolence; honesty

idiosyncrasy; individuality; non-comparability; novelty

ease; lack of strain, striving or difficulty; grace; perfect, beautiful functioning

fun; joy; amusement; gaiety; humor; exuberance; effortlessness

honesty; reality; nakedness; simplicity; richness; “oughtness”; beauty; pure, clean and unadulterated; completeness; essentiality

autonomy; independence; not-needing-other-than-itself-in-order-to-be-itself; self-determining; environment-transcendence; separateness; living by its laws

Which values resonate most with you? Your organization?

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