Branding Strategies

1. Branding Strategies Design and Implementation

2. Brand hierarchy The means of summarizing the branding strategy by displaying the number and nature of common and distinctive brand elements across the firm’s products. Involves ordering and ranking all brands across products. Dupont Ingredient brands Corporate brands Stainmaster, Lycra automotive; flooring Teflon, Dacron

3. Kapferer’s branding system • Product brand - exclusive name to single product (Tide, Dash) • Line brand - same concept across different products (VW) • Range brands - one name on group of products having same ability (Green Giant) • Umbrella brand - supports products in different markets (Canon cameras, copiers, office equip • Source brand - products directly named (CK clothing, cologne) • Endorsing brand - wide diversity of products under product, line brands or range brands (GM)

4. Brand Elements Simplified • Corporate brand - Ford • Family brand - Explorer • Individual brand - Sport • Modifier - Edie Bauer model

5. Corporate brand equity A response by consumers, customers and all publics to words, actions, communications, products and services provided by a brand entity. Corporate image dimensions - Dupont • Common product attributes (quality, innovation) • People and relationships (customer orientation) • Values and programs (environment, social responsibility) • Corporate credibility (expertise, trust, likability)

6. Branding • Corporate dominant - company brand, house brand (Trader Joe’s) • Mixed brands - dual, endorsed (Kellogg Cherrios) • Brand dominant - single, furtive (company not disclosed such as LA Times)

7. Designing hierarchy and strategy Strategy involves decisions and principles relating to • Number of levels of hierarchy • Desired brand awareness and image at each level - relevance and differentiation • Brand element combinations - prominence • Brand element linkages - commonality

8. Corporate product relationship categories • Single entry - Federal Express • Brand dominance - Philip Morris makes no connection with Marlboro • Equal dominance - separate images; GM, Buick Riviera, Buick Electra) • Mixed dominance - Bosch on some Blaupunkt w/o Bosch • Corporate dominance - Xerox name on all products

9. Corporate Advertising Using Advocacy to Deliver Institutional Messages

10. Objectives of corporate campaign • Build awareness of company and business • Create favorable attitudes and perceptions • Link beliefs that can be leveraged by product-specific marketing • Make a favorable impression on financial community • Motivate employees • Influence public opinion on issues

11. Images for the Long Haul • Messages to change consumer attitudes • Messages to change brand perceptions • Environmental, humanitarian, cultural and health focus

12. PR Function • Assess public attitudes through research • Determine objective Build favorable attitude Change negative attitude to positive one Maintain positive attitude • Develop strategy Produce corporate advertising campaign

13. McDonald Corporation • Product advertising sells burgers • Corporate advertising advocates caring for young cancer victims • Ronald McDonald House serves parents • Caring message, health focus

14. Corporate Ad Objectives • Awareness • Familiarity • Positive associations

15. Awareness • Brand recognition • Brand recall for purchase intention • Brand image creation • Visa sponsorship of the Olympic Games

16. Familiarity • Builds a comfort zone • Brand switching • Brand usage and brand stories • Brand loyalty

17. Associations Creates favorable brand image through goodwill using: • Sponsorships: arts (Phone), sports (Nike), health (J&J) • Advocacy: environment (Body Shop), disease prevention (Dupont), minority education (Hilton)

18. Target Corporate Publics • Pressure groups • Politicians • Shareholders • Media • Employees • Consumers

19. Umbrella Strategy Red Cross Problem: Perception of fund misuse from Bali, US terrorist bombings Objective: Convince publics that Red Cross comes to the aid of the world’s needy Strategy: “We’re there for you” campaign

20. Brand as Philosophy • Benetton social issues campaign • AIDS awareness (buttock w/brand +) • Discrimination (black baby nursing white breast) • Capital punishment (prisoners sentenced to death)

21. Benetton Debate • Selling sweaters on the misery of others? • Encourage debate through shock? • Illuminate or trivialize issues?

23. Problem Solving: Chevron • Problem: Poor public perception • Objective: Change public attitude • Strategy: Advertise corporate responsibility • Tactics: TV and print advertising • Message: Chevron cares about the environment

24. People Do Campaign • Protecting the earth’s natural resources important • Chevron values a commitment to environmental protection • Anecdotal vignette tactics

25. People Do Theme • Tiny sea turtles move along sand toward ocean • Voice over “In a race to survive, instinct and moonlight guide newborn sea turtles. Do people make certain that the only light is the one that leads home? People Do.” • Ad further explains how Chevron is saving turtles my concealing light from nearby gas operations so they can make it to the water.

26. People Do Message Chevron is: • A defender of the environment • A champion of endangered species • A lovable, eco-friendly corporation saving infants of the animal kingdom

27. Greenwashing? • Diverting consumers from harmful effects of corporation on the planet • Cost of advertising vs. actual environmental cleanup programs

28. Greenwashing Brands: Coke • Sponsor of American Recycles Day • Promise to use recycled content in plastic soda bottles • Project abandoned as economically unsustainable • Plastic recycle prices plunged, adds to daily landfill

29. Greenwashing: Weyerhaeuser • World’s largest private owner of timber • Clear-cut 4 million acres of forests for paper • Corporate advertising campaign message says it will “replace natural resources” by planting 40 million seedlings • “We’ll never run out of trees.”

30. Greenwashing: Mobil Oil • Helping the earth breathe easier campaign • Focus on financial support for environmental groups • Cover-up - Mobil has done nothing to prevent global warming from refinery toxins

31. Greenwashing: Royal Caribbean Cruise Lines • Ads feature stunning views of spectacular settings in “Save the Waves” campaign • Actual fines for dumping waste oil and toxins into US waters

32. Nike Campaign for Pre-teen Girls If you let me play sports… I will like myself more I will have more self-confidence I will be 60% less likely to get breast cancer I will leave a man who beats me I will not get pregnant before I want to I will learn what it means to be strong Just do it.

33. Cognitive Dissonance • Knocks viewer off balance with image of preteen girls discussion adult subjects • Poor and minority groups stereotyped • Nike proposes a solution to restore the viewer to balance: let me play in Nike apparel

34. Public Service? • Is the campaign for a worthy cause? • Why preteen girls and not boys? • Does Nike portray women as more vulnerable than they are to sell clothing?