MARKETING FOR

LEADERS

Building the Living,

Breathing Brand
PART 1:
HOW TO BUILD
YOUR BRAND
EQUITY SYSTEM?
BRAND IS NOT JUST A
PRODUCT
BRAND IS NOT JUST A
LOGO NOR IDENTITY
WHAT’S BRAND?
Activity: Who’re you?
Describe yourself by:

• Kind of food
• Home appliance
• Car
• Sport
• Country
BRAND ARCHITECTURE:
Family Brand Product
Corporate
(Umbrella Brand:
Brand
Brand): Pros/Cons
.Pros/Cons Vodafone • Dove •
Virgin • Coca cola • Chipsy •
Group Johnson & • Lipton •
Unilever • Johnson
Apple • Starbucks •
Automotive • Fedx •
.industry Facebook •
BRAND ARCHITECTURE:
BRAND ARCHITECTURE:
HOW TO CREATE A
BRAND NAME?
1. DIFFERENTIATED
2. MEANINGFUL
3. LONGEVITY
4. IMAGERY
5. EMOTIONAL
6. MUSICAL
7. TRADEMARK-ABLE
DON’TS IN BRAND
NAMES:
1. SPELLING-CHALLENGED: Twyxt –
Houzz - Svbtle
2. COPYCAT: Yammer
3. RESTRICTIVE: 24-Hour Fitness – 99c –
Diapers.com
4. ANNOYING: combinations of initials.
5. TAME: unimaginative , descriptive:
Cloud Now - DocuSign
6. CURSE OF KNOWLEDGE: Mzinga –
Eukanuba – SPQR restaurant
PART 2:
HOW TO BUILD
YOUR BRAND
IDENTITY?
BRAND IDENTITY SYSTEM

WHAT’S BRAND
IDENTITY
BRAND IDENTITY
BRANDTRAPS
IDENTITY
PERSPECTIVES
THE IDENTITY
STRUCTURE
VALUE
PROPOSITION
BRAND IDENTITY SYSTEM

WHAT’S BRAND
IDENTITY
BRAND IDENTITY
BRANDTRAPS
IDENTITY
PERSPECTIVES
THE IDENTITY
STRUCTURE
VALUE
PROPOSITION
BRAND IDENTITY DEFINITION

A unique set of brand associations

that the brand strategist aspires to
create or maintain.

These associations represent what the

brand stands for and imply a promise to
customers from the organization
members.
It should help establish a relationship
between the brand and the customer
by generating a value proposition
 Domestic/ Honest/
Genuine/ Cheerful

Sinceri
ty

Tough/ Rugge Bran Excitem Daring/

dness d ent
Strong/ Pers Spirited/
Outdoorsy onali Imaginative/
ty Up-to-date
Soph
Compet
istica
ence
tion
Glamorous/ Reliable/
Presentation/ Responsible/
Charming/ Dependable/
Romantic Efficient
 The Kapferer Brand Identity Prism

PICTURE OF SENDER

Physique Personality

EXTERNALISATION INTERNALISATION
Relationship Culture

Reflection Self-Image

PICTURE OF RECIPIENT