Welcome!
Brands and Brand Development
Dr. Satyendra Singh
Professor, Marketing & International Business
University of Winnipeg, CANADA
sites.google.com/view/drsatsingh
s.singh@uwinnipeg.ca
Brands…
Explains a product and what it stands for
Brand is a function of
Years of advertising
Good will
Quality evaluation
Product experience
Other attributes the market associates with the product
Increase in travel by consumers
Brand value appears when selling it!
→ what type of a person a brand be if it were a person?
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Brands
Brand strategy at international level🡪 important
Four Branding Strategies
① Private Brands
② Multiple National Brands
③ Global Brands
④ Luxury Brands
Brands and Logos
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① Private Brands
Private brands typically are not exported
Private brands are threat to foreign brands
Formidable competitors
↑ margin, ↑ quality at relatively ↓ price, expert in creating value
Receive preferential shelf space or slot fee
Strong in-store promotion
Appeal to consumers
To maintain market share, private brands do competitive pricing and provide real value to customers
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② Multiple National Brands
Global branding may not be possible
Obscene or inappropriate meaning
Unappealing patriotic consumers
Local brand has more market share or awareness
Needs adjustments for
Type of products
Diversity
Market needs and preferences
Country Image Effect
English Tea, French Perfume, Chinese silk, Italian leather, Japanese tech…
Adjust brand name that sounds close to the language of the country
Country of Origin Effect
Mandated requirement to write Made in … versus Produce of…
Country of base material – Canadian law (cloths)
Europeans have love-hate relationship with US products
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Which country is its market?
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③ Global Brands
Same positioning worldwide!
Focus Strategy to Target Specific Customers
Market is large
Economies of scale in marketing, production and distribution
Product standardization
Transportation, storage, inventory management more efficient
Centralize the Concept
Decentralize the Execution
Market information from local team
Top 10 brands🡪 Majority US brands. Customers see value in them.
No Canadian Brand at the top!
Commodity oriented
Relatively small size of firms
Attitude towards global branding is weak. But it’s strategy. Ethnocentric.
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Top 10 Global Brands 2020
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https://www.moodiedavittreport.com/best-global-brands-2020-amazon-60-brand-value-rise-highlights-ecommerce-threat-to-travel-retail
④ Luxury Brands
Highly differentiated products and services
Brands acts as communication tool
Message
Aspirational
True luxury brands
Armani, Burberry, Chanel, Ferragamo, Gucci, Hermes, Louis Vuitton, Mont Blanc…
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Brand development…
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Brand development…
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New/modified logo - repositioning
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Eco-friendly brand logo designs
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Logos must�have messages
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Marketing Strategy (Personality)
Some traits are more desirable than others
Some traits may be even undesirable
Your personality should match most closely with the product
It is an expression of yourself
Concept of Brand Personality (BP)
BPs are often the basis for a long-term relationship with brand
How to measure a BP? (42-item construct)
Dimensions of Brand Personality
Brand personality
Sincerity
Ruggedness
Down-to-earth
Honest
Wholesome
Cheerful
Excitement
Competence
Sophistication
Daring
Spirited
Imaginative
Up-to-date
Reliable
Intelligent
Successful
Upper class
Charming
Outdoorsy
Tough
J.L. Aaker, “Dimensions of Brand Personality,” Journal of the Marketing Research, August 1997, p. 352.
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Case study – perfume personality
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Note | Ingredient(s) eg rose or blend |
Top/head notes | Initial impression, evaporate quickly. Strong. Citrus, floral |
Middle/heart notes | Gives longevity eg. florals – jasmine, rose, herbs… |
Base notes | Supports other notes, last longer, ↑ scent of other notes |
Accord | Mix of all notes to create a new fragrance |
Chypre (Françoise Cote) | Cyprus. Fresh citrus notes over an earthy base |
Fougère (Fern) | Notes: lavender, woods, bergamot… |
Case study – identify perfume personality for the brands
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Group Activities
Identify 5 each (1) Global brands (2) Multiple national brands and (3) Luxury brands. Justify for putting them in these categories.
Identify 10 Global and Luxury brands and compare them and comment on the differences or similarities; eg
Color
Symmetry
Abstract
Harmony
Balance
Complex
Repetition
…choose your own 5 dimensions for the comparisons.
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Questions?�s.singh@uwinnipeg.ca