What “Branding” means? Brandingis the process of creating a brand imagethat engages the heartsandmindsof customers, is what separates similar products fromeachother. برندسازی فرایند ایجاد ادراک و ذهنیت مثبت در مشتریان است به نحوی که قلب و ذهن آنها درگیر شود.
Brands live in heads and hearts Although a company may own a brand nameandlogo, and greatly influence what people think about its brands, the actual brand meaning that influences behavior resides in theheadsandhearts of customers and otherstakeholders. شما تنها مالک لوگو و نام هستید جای برند در قلب و ذهن مشتری است نه روی محصول شما.
Brand experience (cont’d) “Brands are“lived” and adapted by each customer according to their own individual experiences with them.” برند مانند یک موجود زنده دائماً نیاز به رسیدگی و پرورش دارد.
Brands transform products • A basic principle of branding is that a brand transforms products– goods as well as services – into something larger than the products themselves. • Ex: Wrangler Vs Levi’s both made from Denim اگر در برندسازی موفق شوید محصول تان استحاله میشود.
Product Branding Process 1.1 Category positioning: this type of positioning is possible anytime a brand defines, creates, or owns a category or sub product category.(Jif own peanut butter category) 1.1 جایگاه سازی بر اساس اولین بودن در یک طبقه از محصول • Because brand position hinges on a brand’s meaning, changing a brand’s meaning can allow a company to moveorenlargeits brand position. • A positioning strategy is generally based on one of several variables: • Category(Jifکره بادام زمینی) • Image(سیگار مارلبرو) • Unique product feature (روغنامگاشش) • Benefit(نرم کننده سافتلن) • Product user (شامپو بچه فیروز) • The creative people at theLeo Burnett advertising agencyin the 1950’s decided they could take this attempt at “cowboy” positioning and make itdistinctiveandinspirational. • They used a solitary cowboy as a symbol of independence, put a tattoo on his arm, and always showed him isolated in dramatic western settings. • Brand position is the standing of a brand in comparison with its competitorsin the minds of customers, prospects, and other stakeholders. • Select a position that can be realistically supported by theproduct, the company, and the marketing communication. • Three steps lead to successful brand strategies: • Developing the brand’s identification • Creating the brand image • معرفی جایگاه به بازار • ایجاد ذهنیت برند • Sometimes brands need to be repositioned because their original position no longer fits themodern – day culture. • Repositioningmay also be used when a brand extends its product line and needs to redefine itself in terms of its new goods or services. 1.5 Positioningbyproductuser:another approach is positioning by product user or aclass of users. 5.1. جایگاه سازی بر اساس استفاده کنندگان محصول 1.4. Benefit positioning: this type of positioning is based on benefits, advantages that allow a product to satisfy customers’ needs, wants, or services. 4.1. جایگاه سازی بر اساس مزیت محصول 1.2. Image positioning: this type of positioning differentiates on the basis of a created association. It is similar to pre – emptive positioning in that any brand can attempt to create a differentiating image for itself. • Often these attempts fail, however, because the image is not realistic, not creatively constructed, or not used long enough to actually build up an association between the brandand the desired image. 1.3. Unique product feature positioning: this type of positioning is based on an element that is unique to the product or company.Product featuresare tangible and intangible attributes of a good or service, and they provide a basis for positioning. 3.1. جایگاه سازی بر اساس ویژگی های منحصر به فرد محصول • Ex: Dramatic change in positioning (Dr. Scholl’ sandals) • Product featureImage • Sandals from a fitness line to a fashion line • Moved from drugstores into trendy shoe stores • Sex and the City product placement • Independents designers started buying, repainting, and reselling with hand-painted flowers and patchwork designs • Perceptual mapping (جانمایی ادراکی ) is a visualization technique that indicates how customers perceive competing brands in terms of various criteria. • The map enables brand managers to quickly see how their brandscompare, in the mindsof consumers, with competing brands. • Three steps lead to successful brand strategies: • Developing the brand’s identification • Creating the brand image • معرفی جایگاه به بازار • ایجاد ذهنیت برند • Selecting the desired brand position • جایگاه سازی The Marines Have Developed a “Tough” Image IMC In Action: Dr. Scholl’s Figure 3-1: Determining the Desired Brand Position
Product Branding Process • Three steps lead to successful brand strategies: • Selecting the desired brand position • Creating the brand image • جایگاه سازی • ایجاد ذهنیت برند • Thebrand name andsymbolchosen to represent a brand need to reflect the position of the brand, and they must work asidentification cues. • Themore memorable andrelevantthe brand name and symbol are, the fasterandless costly it will be to create awarenessof a brand, position it in customers’ minds, and develop an image for it. • Brand Names(مبانی انتخاب نام برند) • Successful brand names share several characteristics that help make them memorable. • A good brand name usually communicates one or more of the following characteristics: • Benefit(Head & Shoulder, Slim – Fast) • Association(HP: Agilent for a high-tech spin-off because it conveyed a positive, relevant meaning – namely agility) • Distinctiveness (Apple, Charlie) • Simplicity (Tide, Bic, Ha-Li-Bo-Te) Although choosing a memorable name is more artthan science, successful brand names generally are the result of extensive research. • Brand Symbols (سمبل ها و المان های برند) • We live in a visual world. • In the realm of products and companies, a distinctivelogois used to indicate a product’s source or ownership. • Atrademarkis similar to but broader than a logo. Atrademarkis an element, word, or design that differentiates one brand from another. • Three steps lead to successful brand strategies: • Selecting the desired brand position • Creating the brand image • جایگاه سازی • ایجاد ذهنیت برند • Developing the brand’s identification • معرفی جایگاه به بازار Examples of Well Known Brand Logos
Commitment Satisfaction Product Branding Process Product Branding Process • Three steps lead to successful brand strategies: • Selecting the desired brand position • Developing the brand’s identification • جایگاه سازی • معرفی جایگاه به بازار • Three steps lead to successful brand strategies: • Selecting the desired brand position • Developing the brand’s identification • جایگاه سازی • معرفی جایگاه به بازار • Abrand image isan impression created by brand messages and experiences and assimilated into a perception or impression of the brand. • How brand relationships are created and maintained (cont’d) • The Best approach is to commit to a customer-centric philosophythat values employees’ who in turn support the politics that keep customers satisfied. Consistency Relationship Aspects Accessibility Relationship Aspects • Creating the brand image “The products you wear, drive, or subscribe to can tell others what you think is important” Branding Experts Trust Liking Responsiveness • ایجاد ذهنیت برند Customer Centric Philosophy(فلسفه مشتری محوری) Aspects Arising from the Consumer