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The Evolution of Branding

Tien-Yu Lin 100020721 Wan-Yu Chen 110003110 Tien-Yuan Lee 110016874

What is branding?

Branding before the 1970s


Branding in the 1970s and 1980s

Agenda

Branding in the 1990s and 21st century


Country of Origin (COO) Brand communities Corporate Social Responsibility (CSR)

Conclusion

What is

branding?

For manufacturers of 19th century during the industrial revolution, branding is to create identifiable names and symbols to make products stand out from their competitor.

(Vaid, 2003)

What is

branding?

The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme.
Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.
(Business Dictionary, 2011)

According to marketers, What is

branding?

Branding is the act of impressing a product, service, or business on the mind of a consumer or set of consumers.
(Vaid, 2003)

What is

branding?

Branding is the process by which a company, a product name, or an image becomes synonymous with a set of value, aspirations, or states.

(Vaid, 2003)

Establishment of the importance of branding Branding before the Segmentation Loyalty Lifestyle Marketing mix Personality
(Hampf, 2011)

1970s

Branding in the

Positioning Social marketing

1970s
and

Relationship marketing
Brand equity

1980s

(Hampf, 2011)

Branding in the

Relational branding Identity

1990s
and

Country of origin (COO)


Brand communities Corporate Social Responsibility (CSR)

21st C.

(Hampf, 2011)

Country
of

Country of origin (COO) is one of important branding strategies in international marketing. Country image could form consumers attitudes toward products or brands.

Origin

(Hampf, 2011; Salciuviene, 2010)

Country
of

Origin

Country image represents the stereotype that consumers hold for a specific country, and the stereotype may from countrys culture, economic development, political stabilityetc. Research shows that marketers dont emphasize COO on everyday products.

(Hampf, 2011; Salciuviene, 2010)

Country
of

COO could be a powerful weapon for companies to be differentiated in competitive global market.

Origin

(Hampf, 2011; Salciuviene, 2010)

Group Kitkat Discuss each countrys image in your perception. List three images of each country. Group Crunchie Discuss the companies or products image in your perception. List three images of each company.

Group Discussion

Multinational corporations may tend to focus on brand instead of their COO, since they have adopted sourcing policies.

Group Discussion

(Usunier, 2006, cited in Salciuviene, 2010)

The Internet, without country boundaries acceptance, also blurs the validity of country of origin.
(Pharr, 2005; Samiee et al., 2005, cited in Salciuviene, 2010, p.1040).

Muniz and OGuinn (2001) define the concept of brand communities as a specialized, nonBrand geographically bound community, based on a structured set of social relations among communities admirers of a brand.

(Hampf, 2011)

Members in brand community would likely to buy the same brand, and share their values and experiences. Membership of brand community produces the feelings of belongingness and ideal social imaginary.

Brand With shared values and experiences, group communities members are more likely to have brand
commitment, and maintaining relationship with the brand. a

long-term

Brand communities are influential to brand performance. It creates brand loyalty and recommendation.
(Zhou, 2011)

Group Original

Adidas Apple Harley Davidson

Group Discussion

Group BBQ Group Roast Chicken

Group Discussion
Group Original Adidas

http://www.youtube.com/watch?v=dA8DsUN6g_k
(IHS7, 2009)

Group Discussion
Group BBQ Apple

http://www.youtube.com/watch?v=VCL5UgxtoLs&feature=related
(kortic, 2007)

Group Discussion
Group Roast Chicken Harley Davidson

http://www.youtube.com/watch?v=AE9qjrpXGQI
(CalibreEntertainment, 2010)

What is the personality of the brand? What kind of value is conveyed by the brand? In your opinion, why do people engage in this brand? Do you think the brand community members have any common trait, beliefs or attitudes? If yes, what are they?

Group Discussion

What kind of strategy you think do they use to build the brand community?
What other strategies do you think they can use to build brand community?

For nurturing brand commitment and loyalty in communities, marketers have to establish emotion connection between brand and users.

Brand communities

Firms should produce cohesion of their brand communities. This can be achieved by delivering care and rewards to communities. Brands can sponsor activities for their brand communities. These activities should relate to deliver special style, personality, feeling, and values of the brand.

Emotional Positioning Strategy

Most studies show a growing environmental consciousness among consumers, leading to generalized positive attitude effects on brands that are perceived as environmentally sound .

(Bech-Larsen, 1996; Eagly and Kulesa, 1997; Swenson and Wells, 1997; Benito Gomez et al., 1999; cited in Hartmann et al., 2005)

Brand identity hexagon

Corporate Social Responsibility

(Hampf, 2011)

CSR Branding
To understand the brand promise To maintain customer loyalty Corporate Social To maximize the effect of investments Responsibility

To avoid conflicts with stakeholders

(Bech-Larsen, 1996; Eagly and Kulesa, 1997; Swenson and Wells, 1997; Benito Gomez et al., 1999; cited in Hartmann et al., 2005)

The main idea of branding behind CSR

Corporate Social Responsibility

To companies:
All activities undertaken by a company affect the way consumers perceive that company.
(Hampf, 2011)

To consumers:
Consumers feel satisfied due to the linkage of responsible behavior of the brand in its relationship with society.
(Kapferer 2008:22, cited in Hampf , 2011)

Brand identity

Conclusion

Contains many old concepts to invent a new idea of brand identity. Emphasized the emotional elements.
(Hampf, 2011)

Therefore: Marketers are enhancing the differentiating via unique emotional branding , rather than functional.
(de Chernatony et al., 2001, cited in Harris, de Chernatony, 2001)

The development of branding

Conclusion

(Hampf, 2011)

Brand identity hexagon as an important tool

Conclusion

(Hampf, 2011)

Future branding: CSR


In the future, products have to enable to increase the life quality.

Conclusion

Companies design their own CSR strategy, but the idea of brand identity is the central role in the future branding It is important for companies to create a strong brand identity on CSR.
(Hampf, 2011)

References

CalibreEntertainment (2010) Harley Davidson Commercial 2010. [Online] Available from: http://www.youtube.com/watch?v=AE9qjrpXGQI [Accessed: 22th April 2012]. Hampf, A. (2011) Branding: The Past, Present, and Future: A Study of the Evolution and Future of Branding, Helsinki: Hanken School of Economics Harris, F. & de Chernatony, L. (2001) Corporate branding and corporate brand performance. European Journal of Marketing, 35 (3), 441-456. Hartmann, P., Ibez, V. A., & Sainz, F. J. F. (2005) Green branding effects on attitude: functional versus emotional positioning strategies. Marketing Intelligence & Planning, 23 (1), 9-29. IHS7 (2009) My Adidas - The Music Video by RUN DMC. [Online] Available from: http://www.youtube.com/watch?v=dA8DsUN6g_k [Accessed: 22th April 2012]. Jevons, C. (2005) "Names, brands, branding: beyond the signs, symbols, products and services". Journal of Product & Brand Management, 14 (2), 117 118. Kortic13 (2007) 15 funny apple ads. [Online] Available from: http://www.youtube.com/watch?v=VCL5UgxtoLs [Accessed: 22th April 2012]. Salciuviene, L., Ghauri, N, P., Streder, S, R. & Mattos, C., 2010. Do brand names in a foreign language lead to different brand perceptions? Journal of Marketing Management, 26 (11-12).