The Evolution of Brands: From Traditional to Cultural and Creative

Posted on Aug 2, 2024 in Arts and Humanities

Brands – Review and Definitions

The Marketing Process: Where Are We?

Understand the market place and customer needs and wants => design a customer-driven marketing strategy => construct and integrated marketing program that delivers superior value => build a profitable relationship and create customer delight => capture value from customers to create profit and customer equity.

Business and Competitive Strategies. Functional Strategies.

-Corporate Strategy

Industry attractiveness: What & where industries where I’m and I’ll compete. Strategic decision of structure of the company.

-Business Strategy

Competitive advantage: how will I competing. Why customers prefer me.

-Functional Strategy

Deployment and coordination of actions: function tactics. Functional strategy 4P’s.

A Synthesis of Elements of the Marketing Mix. Quality and Customer Satisfaction. Building a Consistent Business. Brand Strategic Pillars.

Look outside: 1 targeting and segmentation, 2 attractive niches (needs states), 3 industry life cycle, 4 competitors, 5 risk&opps.

Look inside: sources of competitive advantage: 1 intangible resources (brand), 2 tangible resources (access to raw materials), 3 skills and knowledge.

  1. Assortment strategy: product, packaging and pricing.
  2. Marketing strategy: projection, promotion.
  3. Channel and store: place, placement, people (associates)
  4. Brand enablers: performance management, product development, people.
  5. Brand strategic pillars: positioning, targeting, planning.

STRONG BRANDS

What Are They- Definition

Name sign symbol or combination that identify a good, service of a group of them. Are more than products and is the most valuable assets.

Why Are So Important.

Brand equity: the effect that the brand name has on customer. Positive brand equity: favorable reaction in comparison with other.

A brand wins in the marketplace not only because delivers unique benefits or reliable services. They win because they build deep connections to customers/consumers.

How Do We Measure Brand Equity

  • Differentiation: what makes the brand stand out
  • Relevance: how much consumers feel it meets their needs
  • Knowledge: how much the consumer knows about the brand
  • Esteem: how highly consumers know about the brand

Positive Brand Equity

-A PBE provides a company with competitive advantages: 1 Awareness and loyalty, 2 Power against resellers, 3 Ability to launch product line extensions, 4 Barriers to price wars

-PBE is the basis for customer equity :1 The power to rely in the brand, to create powerful and strong customer relations, 2 The focus of the marketing process is to create customer equity, with brand management as a major marketing tool.

What Do They Mean to Consumers

Product must be positioned meaningfully and uniquely in the mind of the target (Trout & Ries)

Brands offer the emotional link between consumer, the product and the experience (Schmitt)

Relevant brands are the ones that appeal to mind – heart and spirit (Kotler)

Creation of Brands

Brand Strategic Pillars

  • BRAND POSITIONING. Attributes, benefits, beliefs and values
  • BRAND NAME SELECTION. Selection and protection
  • BRAND SPONSORSHIP. Manufacturer´s brand, private brand, licensing and co-branding
  • BRAND DEVELOPMENT. Line extensions, brand extensions, multibrands and new brands

Brand Positioning

Product attributes (origin), Product benefits (health), Beliefs and values (sustainability)

Brand Name Selection

  1. Distinctive,
  2. Extendable,
  3. Translatable (or not),
  4. Registrable,
  5. Should suggest something about product benefits and qualities.
  6. Easy to pronounce, recognize and remember.

Brand Management

  1. Brand positioning must to be continuously communicated to customers,
  2. Support to create awareness and preference,
  3. Brand experiences:“a brand is a living entity and it is enriched or undermined cumulatively over time, the product of a thousand small gestures” Disney.

Brand Attributes, Benefits and Values

Needs states in out of home consumption

  1. Satisfy a craving,
  2. In and out,
  3. Money´s worth ,
  4. Quality ingredients Basic: the basic needs
  5. Fill me up ,
  6. Share good times , Emotional: safety, endorsement, heritage, reputation
  7. I know it´s fresh,
  8. Healthy choices (emotional-improved)
  9. Hits the spot,
  10. Locally sourced. Improved: individual recognition, it says something to me. Social recognition. A place to be seen.

HOW TO CREATE SYSTEM GASTRONOMY THAT PEOPLE WILL LOVE: SUCCESFULL SYSTEM GASTRONOMY IS:

  1. systemic,
  2. emotional,
  3. delicious,
  4. unique,
  5. complete,
  6. elegant,
  7. rapid.

The better you get in all of these 7 qualities, the more successful your system gastronomy becomes. Your restaurants, snacks points, bars, coffee shops, eateries, pizzerias will become true SEDUCERs – and a seducer by definition “entices into a desired state or position”

Brands 3.0 New Mkt New Brands.

Characteristics

  1. Expressive and collaborative media,
  2. The “globalization paradox” à the world is flat (Levitt); the world is still round (Hunt). Threat of “the others” à nationalism (Friedman & Samuelson). Globalization of the economy, not of the politics (China). Threat of inequality (Stiglitz)
  3. Diverse (Jihad vs McDonald´s – Barber)

Companies do not try to solve the paradox, just try to manage it (as individuals do)

Cultural Brands

Brands as the sense of continuity – “cultural” brands (Holt)

  1. Social, economic and environmental issues à collective anxieties and desires.
  2. Anthropology and sociology: a Responsive (sensible) to citizens. National against global. b Relevant to certain societies.
  3. Well known global brands built (based) on global character. aLexus and Dell (supply chain). bThe body shop

The 3i Model (

piramide: differentiation, brand, positioning. Izq: iden. Der: ima. Aba: inte.)

Identity: is about positioning your brand in the mind of consumers. Positioning should be unique to be heard and noticed. Should be relevant to the rational needs and wants.

Integrity: fulfilling what is claimed through the positioning and differentiation. Being credible, fulfilling your promise, establishing consumers´ trust on your brand.

Image: acquiring a strong share of the consumer emotions. Your brand value should appeal to consumers´ emotional needs and wants, beyond products functionalities and features.

Creative brands

Creative society:(Daniel pink): muscle: hunter, farmer, worker; left brain: clerk; right brain: artist.

Creative society:(prahalad and Christensen): 1 A few, 2 Influencers, 3 Expressive, 4 Collaborative, 5 Pragmatics.

New need states

Consumers are now not only looking for products and services that satisfy their needs but also searching for experiences and business models that touch their spiritual side.

PIRAMIDES: meaning, ego, survival. Maslow: triangulo Zohar: triangulo invertido.