Session 18 3R V Model

3R+V Model in effective Branding on International Arena Module: Branding and Retailing in changing Economic Environment Session 19:
3R+ V Model in effective Branding on International Arena

Everyone has heard of the 3 Rs of education: Reading, wRiting, and aRithmetic, but have you heard of the 3 Rs of branding? They are Recognition, Reputation and Reaction. Recognition: We want our products to be recognized. We want the hard work that goes into packaging our products and services, the money we spend on advertising, and all the planning we do in marketing, to benefit our brand, not the competitions. This is why logos are important. This is why we craft tag lines and slogans. This is why Coke is so fussy about the exact shade and hue of red in their packaging. This is why McDonalds is so aggressive about controlling the use of Mc____ wherever it can. Reputation: In the end your branding is a suggestion that your company makes about its relevance and meaning, and it is your customers, prospects and partners who get to decide what your brand truly means to them. You can be well recognized, but if your reputation is bad the recognition can hurt you. On the other hand, if your product is undistinguished from your competition, a well-recognized brand alone may not be helping you as much as you think. How often have you sneezed, asked for a Kleenex, and been handed a Puff? Did you notice the difference? Did you care? Recognition is naturally associated with reputation, but the reputation is strongest when it encompasses a unique value or serves the needs of a particular niche. Reaction: This is where the money is made, or lost. You want your brand to provoke a positive reaction, to get people to choose your product over the competitions. You want a reaction so positive and strong that it can beat a sale price on a similar item or have a customer choose your service over another solution. But a negative reaction can be brutal. Whether you are being ignored on the shelf, or actively boycotted, a negative reaction cycle can be ruinous to your business. So how do you tune your branding to get the reaction you want? Well the magic wont happen if the recognition and reputation arent right. You have to take Recognition beyond merely locating yourself in an industry or slapping a logo on your business card. You have to approach Reputation in a mindful way dont just let it happen, participate! Align your values with the expectation you set for your brand. Know the boundaries of your message and the expectations you are setting with your brand promises. Be prepared to walk your talk and fix it when you stumble. You are in the business of developing and maintaining trust. Here a few more Rs for you: Repetition, Reinforcement and Rigor: Consistent and attentive behavior, clearly communicated value, and a track record of disciplined delivery will support the 3 Rs of Branding and will get you seeing the Reactions the matter! Source: http://davidscohen.wordpress.com/2008/02/25/the-3-rs-of-branding/
Prepared by Prof. Mohd Nazeer Ahmed, Faculty Member WLC College India, Hyderabad Page 1
3R+V Model in effective Branding on International Arena

Business definition for Brand value: Brand value is the amount that a brand is worth in terms of income, potential income, reputation, prestige and market value. Brands with a high value are regarded as considerable assets to a company; so that when a company is sold a brand with a high value may be worth more than any other consideration. Consumers love brands because they offer an extra valuethat is, one in addition to the core product or service. That value becomes the major motivation for consumers to buy or use the product. How precisely is this value being added and incorporated into the brand? Advertising professionals say it is advertising. Consumers love the advertisementso theyll love the brand. Brands are not human-like and they do not have a life of their own outside the consumers mind. They are instruments, simply means to achieve ends. Emotions cannot be glued to them. They arouse emotions when they are perceived as a source of something beneficial. The positive emotions are direct outcomes of these anticipations. Their various symbolizations (name, logo, font, emblem and so on) have little impact on their own; their importance is mainly as identifiers of sources of already attributed and anticipated benefits. The act of branding has 10 different meanings, which translate into 10 different ways to create instrumentality or usefulness beyond the tangible benefits of a product/service: 1. Creating a Conceived Linkage to a Tangible Benefit Creating a conceived linkage between the brand name and other identifiers and a tangible benefit (a result in the physical world or an experience). That benefit is provided by the product itself or any component of the marketing mix. 2. Forming a Mental Context A concept or an organizing principle that allows the consumer to connect unrelated facts by guiding intent or by some other common factor. In these cases, the main benefit of the brand to its customers originates in the mental context. 3. Directing an Experience The branding here is the creation of an expectation that allows an experience richer than what the product alone can offer.
4. Creating a Means of Self-Presentation
Branding creates a symbol with a meaning that is well known to everybody in a relevant group. It enables the consumer to characterize himself and is used by him for inner communication, for interpersonal communication and for public communication. 5. Creating a Means to Deliver a Message The branding role in this approach is to create a symbol of another kind, its meaning widely known as well. That kind of symbol enables the consumer to make a very specific statement and/or express a very specific emotion. 6. Building a Social/Cultural Authority The next branding approach is the creation of an authority that the consumers can use as a guide. That guide helps them to understand whats happening around them and informs them which behavioral ways are normative, what will make them happier and so on. 7. Creating a Long Hand The branding creates means for the consumer and empowering him or her to act for noble objectives and high purposes that she cant achieve by herself. 8. Creating an Alter Ego The brand is a way for the consumer to behave (at least on a fantasy level) in a manner he would like to but doesnt dare, or isnt willing to pay the price for. 9. Building an Emotional Gym Opting for our civilized and protected lifestyle, we compromise a lot of our possibilities as humans. We go to the gym to prevent the degeneration of our bodies, which because of our lifestyles dont get to face the challenges they are otherwise capable of confronting. Similarly, we watch movies to exercise emotional skills that arent legitimate or acceptable in our lifestyles.
10. Facilitating Fantasies
This branding approach helps the consumer to fantasize an alternative reality. Consumers fantasize about irresistible sex appeal, omnipotence and dominance, importance, success, so on.
BEST GLOBAL BRANDS

Year 2009 rankings
2009 Rank 2008 Rank Brand Country of Origin Sector 2009 Brand Value ($m) Change in Brand Value 1 1
United States Beverages 68,734 3%
2 2
United States Computer Services 60,211 2%
3 3
United States Computer Software 56,647 -4%
4 4
United States Diversified 47,777 -10%
5 5
Finland Consumer Electronics 34,864 -3%
6 8
United States Restaurants 32,275 4%
7 10
United States Internet Services 31,980 25%
8 6
Japan Automotive 31,330 -8%
9 7
United States Computer Hardware 30,636 -2%
10 9
United States Media 28,447 -3%
11 12
United States Computer Hardware 24,096 2%
12 11
Germany Automotive 23,867 -7%
13 14
United States Personal Care 22,841 4%
14 17
United States Computer Services 22,030 3%
15 13
16 16
France Luxury 21,120 -2%
17 18
United States Tobacco 19,010 -11%
18 20
19 21
Republic of Korea Consumer Electronics 17,518 -1%
20 24
21 22
Sweden Apparel 15,375 11%
22 15
United States Financial Services 14,971 -32%
23 26
United States Beverages 13,706 3%
24 23
United States Computer Software 13,699 -1%
25 28
Switzerland Beverages 13,317 2%
26 29
United States Sporting Goods 13,179 4%
27 31
Prepared by Prof. Mohd Nazeer Ahmed, Faculty Member WLC College India, HyderabadPage 10
Germany Computer Software 12,106 -1%
28 35
Sweden Home Furnishings 12,004 10%
29 25
Japan Consumer Electronics 11,953 -12%
30 33
United States Alcohol 11,833 3%
31 30
United States Transportation 11,594 -8%
32 27
United Kingdom Financial Services 10,510 -20%
33 36
Japan Computer Hardware 10,441 -4%
34 39
United States Food 10,428 7%
35 32
United States Computer Hardware 10,291 -12%
36 19
37 37
38 38
39 40
Japan Consumer Electronics 9,210 5%
40 44
Canada Media 8,434 1%
41 45
Italy Luxury 8,182 -1%
42 43
Netherlands Diversified 8,121 -2%
43 58
United States Internet Services 7,858 22%
44 51
France Personal Care 7,748 3%
45 47
United States Computer Services 7,710 -3%
46 46
United States Internet Services 7,350 -8%
47 48
Germany Diversified 7,308 -8%
48 56
49 49
United States Automotive 7,005 -11%
50 62
Spain Apparel 6,789 14%
51 61
52 57
53 55
France Financial Services 6,525 -7%
54 52
United States Media 6,523 -9%
55 53
56 59
57 42
58 63
Switzerland Food 6,319 13%
59 60
France Luxury 6,040 -5%
60 66
France Food 5,960 10%
61 64
United States Restaurants 5,722 3%
62 70
Germany Sporting Goods 5,397 6%
63 73
Canada Consumer Electronics 5,138 7%
64 65
United States Internet Services 5,111 -7%
65 67
66 68
United States Diversified 5,004 -5%
67 69
United States Personal Care 4,917 -7%
68 71
Switzerland Luxury 4,609 -7%
69 72
Republic of Korea Automotive 4,604 -5%
70 76
France Luxury 4,598 1%
71 74
United States Personal Care 4,404 -5%
72 41
Switzerland Financial Services 4,370 -50%
73 50
United States Automotive 4,337 -43%
74 75
75 78
Japan Consumer Electronics 4,225 -1%
76 80
United States Luxury 4,000 -5%
77 79
Switzerland Luxury 3,968 -6%
78 77
United States Apparel 3,922 -10%
79 81
United States Restaurants 3,876 -5%
80 92
81 82
Germany Financial Services 3,831 -5%
82 83
France Alcohol 3,754 -5%
83 84
United Kingdom Energy 3,716 -5%
84 89
United Kingdom Alcohol 3,698 3%
85 88
United States Consumer Electronics 3,563 -3%
86 98
Germany Personal Care 3,557 5%
87 91
88 93
Italy Automotive 3,527 0%
89 94
90 85
United States Restaurants 3,263 -16%
91 New
France FMCG 3,235 New
92 97
Netherlands Energy 3,228 -7%
93 New
United States Restaurants 3,223 New*
94 100
95 New
United States Computer Software 3,161 New
96 90
97 New
Germany Sporting Goods 3,154 New
98 New
United Kingdom Luxury 3,095 New*
99 New
United States Luxury 3,094 New*
100 New
United States FMCG 3,081 New
*indicates brands that did not appear in the previous year's top 100 ranking
Source: http://www.interbrand.com/best_global_brands.aspx?year=2009&langid=1000#

Session 18 3R V Model

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3R+V Model in effective Branding on International Arena Module: Branding and Retailing in changing Economic Environment Session 19:

3R+ V Model in effective Branding on International Arena

3R+V Model in effective Branding on International Arena

4. Creating a Means of Self-Presentation

3R+V Model in effective Branding on International Arena

10. Facilitating Fantasies

3R+V Model in effective Branding on International Arena

BEST GLOBAL BRANDS

United States Beverages 68,734 3%

United States Computer Services 60,211 2%

3R+V Model in effective Branding on International Arena

United States Computer Software 56,647 -4%

United States Diversified 47,777 -10%

Finland Consumer Electronics 34,864 -3%

United States Restaurants 32,275 4%

3R+V Model in effective Branding on International Arena

United States Internet Services 31,980 25%

Japan Automotive 31,330 -8%

United States Computer Hardware 30,636 -2%

United States Media 28,447 -3%

3R+V Model in effective Branding on International Arena

United States Computer Hardware 24,096 2%

Germany Automotive 23,867 -7%

United States Personal Care 22,841 4%

United States Computer Services 22,030 3%

3R+V Model in effective Branding on International Arena

Germany Automotive 21,671 -7%

France Luxury 21,120 -2%

United States Tobacco 19,010 -11%

Japan Automotive 17,803 -7%

3R+V Model in effective Branding on International Arena

Republic of Korea Consumer Electronics 17,518 -1%

United States Computer Hardware 15,433 12%

Sweden Apparel 15,375 11%

United States Financial Services 14,971 -32%

3R+V Model in effective Branding on International Arena

United States Beverages 13,706 3%

United States Computer Software 13,699 -1%

Switzerland Beverages 13,317 2%

United States Sporting Goods 13,179 4%

3R+V Model in effective Branding on International Arena

Germany Computer Software 12,106 -1%

Sweden Home Furnishings 12,004 10%

Japan Consumer Electronics 11,953 -12%

United States Alcohol 11,833 3%

3R+V Model in effective Branding on International Arena

United States Transportation 11,594 -8%

United Kingdom Financial Services 10,510 -20%

Japan Computer Hardware 10,441 -4%

United States Food 10,428 7%

3R+V Model in effective Branding on International Arena

United States Computer Hardware 10,291 -12%

United States Financial Services 10,254 -49%

United States Financial Services 9,550 -11%

United States Financial Services 9,248 -10%

3R+V Model in effective Branding on International Arena

Japan Consumer Electronics 9,210 5%

Canada Media 8,434 1%

Italy Luxury 8,182 -1%

Netherlands Diversified 8,121 -2%

3R+V Model in effective Branding on International Arena

United States Internet Services 7,858 22%