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Introduction to branding (Defining a brand (Perspectives (Kapferer, (2012)…

- - - - A name, term, sign, symbol, or design, oracombination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors.
    - - An identifiable product, service, person or place, augmented in such a way that the buyer or user perceives relevant, unique added values which match their needs most closely.
    - - The latest definitions of a brand underline the role of communities. Wed 2.0 obliges. A brand cannot be reduced to a benefit; it has to create a community. No fans, no brand!
      - Everything can be a brand
        
        For example, celebrities have moved on from endorsing brands to being the brands themselves
        
        EG - David Beckham, is the most notable examples of a person as a brand
        
        Anyone can cultivate their their personal brand to improve their career prospects - Build Your Own Brand: Strategies,
        Prompts and Exercises for Marketing Yourself, Landa, (2013)
        
        Anyone can achieve celeb status through social media, as demonstrated by successful vloggers
  - - - ‘To position and promote Glasgow across national and international markets as one of Europe’s most vibrant, dynamic and diverse cities’
- - - - The perception or interpretation of a brand from outside the organisation by consumers
    - - ‘Identity is on the sender’s side’ whereas ‘Brand image is on the receiver’s side’. It is possible for there to be a mismatch between the two, owing to noise in communication and other influences, such as commentators’
      - Kapferer’s brand identity prism
        
        A prism of six factors with different purposes
        
        Helps to define the sender
        
        Physique
        
        Its salient physical features
        
        Personality
        
        Its character traits (what kind of person it would be
        
        Bridges the gap between sender and recipient
        
        Culture
        
        Its ideology
        
        Relationship
        
        Its defining mode of conduct; how the brand presents itself, exchanges, advertising and the way it relates to its customers
        
        Helps to define the recipient
        
        Reflection
        
        Type of users
        
        Self image
        
        How its consumers picture themselves
        
        On the left there is visable facets
        
        Physique, relationship and reflection
        
        Express the brand outwardly
        
        On the right are the facets internalized in the brand
        
        Personality, culture and self-image
        
        These represent its spirit
        
        A strong brand identity prism should be 'concise, sharp and interesting' by having
        
        Few words per facet
        
        Different words for each facet
        
        Strong rather than lukewarm words
  - - - ‘a collective representation of a brand’s past actions and results that describes the brand’s ability to deliver valued outcomes to multiple stakeholders' (Harris, 2002)
    - - Your own perceptions from viewing the brand
      - Who you have seen consuming the brand
      - Marketing of the brand to which you may have been exposed
      - Media articles about the brand
    - - Important role in the formation of relationships than does brand reputation
  - - - ‘the monetary value of the psychological goodwill which the brand has created
        over time’
    - - Brand recognition
      - Spontaneous recall of the brand
      - Being part of a buyers consideration set
      - Brand consumption