BrandingStrategies

DesignandImplementation

Brandhierarchy
Themeansofsummarizingthebrandingstrategyby
displayingthenumberandnatureofcommonand
distinctivebrandelementsacrossthefirms
products.Involvesorderingandrankingallbrands
acrossproducts.
Dupont
Ingredientbrands
Corporatebrands
Stainmaster,Lycra
automotive; flooring
Teflon,Dacron

Kapferersbrandingsystem
Productbrandexclusivenametosingleproduct(Tide,
Dash)
Linebrandsameconceptacrossdifferentproducts(VW)
Rangebrandsonenameongroupofproductshaving
sameability(GreenGiant)
Umbrellabrandsupportsproductsindifferentmarkets
(Canoncameras,copiers,officeequip
Sourcebrandproductsdirectlynamed(CKclothing,
cologne)
Endorsingbrandwidediversityofproductsunder
product,linebrandsorrangebrands(GM)

BrandElementsSimplified

CorporatebrandFord
FamilybrandExplorer
IndividualbrandSport
ModifierEdieBauermodel

Corporatebrandequity
Aresponsebyconsumers,customersandallpublics
towords,actions,communications,products
andservicesprovidedbyabrandentity.
CorporateimagedimensionsDupont
1. Commonproductattributes(quality,innovation)
2. Peopleandrelationships(customerorientation)
3. Valuesandprograms(environment,social
responsibility)
4. Corporatecredibility(expertise,trust,likability)

Branding
Corporatedominantcompanybrand,
housebrand(TraderJoes)
Mixedbrandsdual,endorsed(Kellogg
Cherrios)
Branddominantsingle,furtive(company
notdisclosedsuchasLATimes)

Designinghierarchyandstrategy
Strategyinvolvesdecisionsandprinciples
relatingto
Numberoflevelsofhierarchy
Desiredbrandawarenessandimageateach
levelrelevanceanddifferentiation
Brandelementcombinationsprominence
Brandelementlinkagescommonality

Corporateproductrelationship
categories
1. SingleentryFederalExpress
2. BranddominancePhilipMorrismakesno
connectionwithMarlboro
3. Equaldominanceseparateimages;GM,Buick
Riviera,BuickElectra)
4. MixeddominanceBoschonsomeBlaupunkt
w/oBosch
5. CorporatedominanceXeroxnameonall
products

CorporateAdvertising
UsingAdvocacytoDeliver
InstitutionalMessages

Objectivesofcorporatecampaign
Buildawarenessofcompanyandbusiness
Createfavorableattitudesandperceptions
Linkbeliefsthatcanbeleveragedby
productspecificmarketing
Makeafavorableimpressiononfinancial
community
Motivateemployees
Influencepublicopiniononissues

ImagesfortheLongHaul
Messagestochangeconsumerattitudes
Messagestochangebrandperceptions
Environmental,humanitarian,culturaland
healthfocus

PRFunction
Assesspublicattitudesthroughresearch
Determineobjective
Buildfavorableattitude
Changenegativeattitudetopositiveone
Maintainpositiveattitude
Developstrategy
Producecorporateadvertisingcampaign

McDonaldCorporation
Productadvertisingsellsburgers
Corporateadvertisingadvocatescaringfor
youngcancervictims
RonaldMcDonaldHouseservesparents
Caringmessage,healthfocus

CorporateAdObjectives
Awareness
Familiarity
Positiveassociations

Awareness

Brandrecognition
Brandrecallforpurchaseintention
Brandimagecreation
VisasponsorshipoftheOlympicGames

Familiarity

Buildsacomfortzone
Brandswitching
Brandusageandbrandstories
Brandloyalty

Associations
Createsfavorablebrandimagethrough
goodwillusing:
Sponsorships:arts(Phone),sports(Nike),
health(J&J)
Advocacy:environment(BodyShop),
diseaseprevention(Dupont),minority
education(Hilton)

TargetCorporatePublics

Pressuregroups
Politicians
Shareholders
Media
Employees
Consumers

UmbrellaStrategy
RedCross
Problem:Perceptionoffundmisusefrom
Bali,USterroristbombings
Objective:ConvincepublicsthatRedCross
comestotheaidoftheworldsneedy
Strategy:Werethereforyoucampaign

BrandasPhilosophy
Benettonsocialissuescampaign
AIDSawareness(buttockw/brand+)
Discrimination(blackbabynursingwhite
breast)
Capitalpunishment(prisonerssentencedto
death)

BenettonDebate
Sellingsweatersonthemiseryofothers?
Encouragedebatethroughshock?
Illuminateortrivializeissues?

ProblemSolving:Chevron

Problem:Poorpublicperception
Objective:Changepublicattitude
Strategy:Advertisecorporateresponsibility
Tactics:TVandprintadvertising
Message:Chevroncaresabouttheenvironment

PeopleDoCampaign
Protectingtheearthsnaturalresources
important
Chevronvaluesacommitmentto
environmentalprotection
Anecdotalvignettetactics

PeopleDoTheme
Tinyseaturtlesmovealongsandtowardocean
VoiceoverInaracetosurvive,instinctand
moonlightguidenewbornseaturtles.Dopeople
makecertainthattheonlylightistheonethat
leadshome?PeopleDo.
AdfurtherexplainshowChevronissavingturtles
myconcealinglightfromnearbygasoperationsso
theycanmakeittothewater.

PeopleDoMessage
Chevronis:
Adefenderoftheenvironment
Achampionofendangeredspecies
Alovable,ecofriendlycorporationsaving
infantsoftheanimalkingdom

Greenwashing?
Divertingconsumersfromharmfuleffects
ofcorporationontheplanet
Costofadvertisingvs.actualenvironmental
cleanupprograms

GreenwashingBrands:Coke
SponsorofAmericanRecyclesDay
Promisetouserecycledcontentinplastic
sodabottles
Projectabandonedaseconomically
unsustainable
Plasticrecyclepricesplunged,addstodaily
landfill

Greenwashing:Weyerhaeuser
Worldslargestprivateowneroftimber
Clearcut4millionacresofforestsforpaper
Corporateadvertisingcampaignmessagesays
itwillreplacenaturalresourcesbyplanting
40millionseedlings
Wellneverrunoutoftrees.

Greenwashing:MobilOil
Helpingtheearthbreatheeasiercampaign
Focusonfinancialsupportforenvironmental
groups
CoverupMobilhasdonenothingtoprevent
globalwarmingfromrefinerytoxins

Greenwashing:
RoyalCaribbeanCruiseLines
Adsfeaturestunningviewsofspectacular
settingsinSavetheWavescampaign
Actualfinesfordumpingwasteoiland
toxinsintoUSwaters

NikeCampaignforPreteenGirls
Ifyouletmeplaysports
Iwilllikemyselfmore
Iwillhavemoreselfconfidence
Iwillbe60%lesslikelytogetbreastcancer
Iwillleaveamanwhobeatsme
IwillnotgetpregnantbeforeIwantto
Iwilllearnwhatitmeanstobestrong
Justdoit.

CognitiveDissonance
Knocksvieweroffbalancewithimageof
preteengirlsdiscussionadultsubjects
Poorandminoritygroupsstereotyped
Nikeproposesasolutiontorestorethe
viewertobalance:letmeplayinNike
apparel

PublicService?
Isthecampaignforaworthycause?
Whypreteengirlsandnotboys?
DoesNikeportraywomenasmore
vulnerablethantheyaretosellclothing?