PBL 5 (25.2.)

PROBLEM
How to build your brand?

Learning objectives

1. What is the difference between brand image and brand identity?

According to Aaker (1996), the difference between brand image and brand identity is that image is usually passive and looks to the past, whereas identity is something that should be active and looks to the future. Brand image tends to be tactical, identity should be strategic.

• What is the connection between brand image and brand identity?

To put it simply according to Aaker (1996):

• BRAND IMAGE: How the brand is now perceived
  BRAND IDENTITY: How strategists want the brand to be perceived

Source: http://www.wisdomjobs.com/userfiles/image/$brand%20management/chapter7/Figure-7_1.jpg
Kapferer (2008) 

• How can they reinforce your brand?

2. What are the models of brand identity?

Kapferer's brand identity prism

Source: http://www.12manage.com/images/picture_kapferer_brand_identity_prism.gif

Source: https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiSgKq15Uug_ZMGYx0SMXQT8mWBFLkxxFCOyN3_EcPPt-9vilk71o0jHdkvngXF2OokX_FcBN1WemdxHhLbr5O0Lq06zilAZhpkbXh6CL7Oq5JlbuCdVsIImSBkzQW2S9e1WtcbKcGxe2V_/s1600/Identity+prism%25281%2529.PNG

Source: https://milkavslindt.files.wordpress.com/2013/12/lindt-identity-prism.png

3. How to communicate your brand identity to the target audience?

• What are the effective communication tools to reach out to your target audience?
• According to Aaker (1996):
• Event sponsorships
• Clubs and usage programs
• Direct response marketing
• Public relations efforts
• Publicity stunts
• Promotions
• Product shows and event stores
• Packaging
• According to Rosenbaum-Elliott, Percy and Pervan (2011) for a brand to be purchased, it needs to be the one that comes to consumers' mind first. Therefore brand's advertising must present the brand. In most cases it is necessary to feature the package in all advertising, an exception being if the recognition comes from hearing the brand name.
• Rosenbaum-Elliott, Percy and Pervan (2011) also emphasize integrated marketing communications; brand's message must be well positioned and correctly address brand awareness and brand attitude. The actual message and execution also must be consistent with everything that is communicated about the brand.

Sources:

Aaker, D. 1996. Building strong brands. Pocket books.
Rosanbaum-Elliott, R., Percy, L. and Pervan, S. 2011. Strategic brand management. Oxford University Press. 2nd edition.

PBL 4 (11.2.)

PROBLEM
How to develop a visual brand identity?

Learning objectives
1. Reasons to create visual brand identity?

• What is visual brand identity?
• According to the Businessdictionary, visual identity is: visible elements of a brand, such as color, form, and shape which encapsulate and convey the symbolic meaning that cannot be imparted through words alone. In a broader (corporate) sense, it may include elements such as building architecture, color schemes and dress code.

• Why it is important for brands?
• Brand identity is like a first impression
• Jeff Bezos: "Brand is what people say about you when you're not in the room."
• A visual identity must fulfill three functions:
• It is recognizable
• It gives your business personality
• It stands out from competitors
• If your brand identity succeeds in this, you draw benefits:
• Awareness
• Positioning
• A bond
• Staying power
• Savings

2. Ways to implement your new visual branding strategy?

• What to consider when creating a visual brand identity?
• Identify the target market
• Legalities
• Color and logo scheme
• Celebrity endorsements
• Catchy tag line
• Brand architecture
• What type of brand it is
• Competitors

• How to implement it successfully?

According to Mike Fleming there are three key aspects when implementing a brand strategy. These are: 

1. Market Need

2. Product Benefit

3. Consumer Insight

Source: http://vwmarketingsolutions.ca/wp-content/uploads/Brand-Implementation-Process2.jpg

3. How to reach the target audience?

• How to make an influence to your customer with your brand identity?

Annette Hampham explains it as follows: you should understand what is your target market and what your customers value. You should also know what brands already exist. You need to find your niche and differentiate your brand. Understand your brand values and be clear about what you stand for. Define your brand's personality.

You have to make sure that everything you do reflects your brand values. You also need to be consistent. It would be beneficial to use networking to foster relationships and to identify opinion leaders.

• Most efficient channels?

In my personal opinion it really depends on the target customers and the product you are selling. It also really depends on the brand.

Sources:

http://www.businessdictionary.com/definition/visual-identity.html

http://www.amycq.com/the-value-of-investing-in-a-visual-identity/

http://www.drimlike.com/en/blog/brand-identity-why-is-it-so.html

http://www.businessdictionary.com/article/432/what-to-consider-when-developing-a-brand/

http://www.beyond-the-logo.com/blog/5-things-you-should-know-before-creating-a-brand-identity/

http://www.blurgroup.com/blogs/marketing/the-whys-and-hows-of-implementing-a-branding-strategy/

http://www.riba-insight.com/monthlyBriefing/13-04/InfluenceOneBrandOverAnother.asp

PBL 3 (4.2.)

PROBLEM

How to communicate value through IMC ?

Learning objectives

1. What does integrated marketing communication mean?

•  How can we define the term IMC? What’s the difference between the term Integrated Marketing?

• According to Business dictionary: "An approach to achieve the objetives of a marketing campaign through a well coordinated use of different promotional methods that are intended to reinforce each other."
• As defined by the American Association of Advertising Agencies: "IMC recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising, public relations, personal selling and sales promotion and combines them to provide clarity, consistency and maximum communication impact."

I would say Red Bull is a good example of implementing IMC. They use different campaigns and events (e.g. Red Bull Crashed Ice 2015 in Helsinki) to promote their brand and product.

Everyone in the video is using Red Bull logos, there is a Red Bull helicopter etc. This was also in the news around the world and the video has been viewed over 37 million times! 

• Why should we use IMC? And what are the barriers to IMC?

• 5 Reasons why IMC is important nowadays:
• More contact points
• More specialized media
• More than ever, customers are king
• Marketing is now more data-based
• More widespread Internet use
• Can save you money
• Helps you provide customers with information in the format they prefer
• Helps reinforce basic the basic campaign themes

Source: https://stevensonfinancialmarketing.files.wordpress.com/2012/07/integrated-marketing-services.gif

• What is the stages model of the IMC approach?

Source:http://journals.cambridge.org/fulltext_content/JAR/JAR44_01/S0021849904040048fig002g.gif

2. How to integrate value proposition / methods to different audiences?

• Proof points
• Supporting stories
• Illustrative Images

In today's world it's about creating value for your customer. Customers don't want features or benefits but profits. E.g. satisfaction, comfort etc.

As stated by Dr. Rick Johnson: "Perceived value drives customer expectations." The higher you raise customer expectations of you as a supplier, the closer you come to creating competitive advantage. But of course, you must be able to meet those expectations you set.

You must have the ability to be able to explain, educate and sell the value propositions to your customer. Customer defines the value.

According to Rick Johnson: "Most sales people have customers that do business with the company simply because they like and trust the sales person. That is a personal value proposition. This is created by the way you treat the customers, handle their transactions and supply value in your relationship by helping them solve problems even if those problems have no relationship to your products."

Sources:

http://www.businessdictionary.com/definition/integrated-marketing-communications-IMC.html

https://intermediamarketing.wordpress.com/2008/05/02/integrated-marketing-communications-why-is-it-so-important/

http://smallbusiness.chron.com/importance-integrated-marketing-communications-73248.html

http://www.varnmedia.co.uk/11/12/integrating-your-business-value-proposition-online/

http://www.4hoteliers.com/features/article/2862