docDimensions of Brand Affinity
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Dimensions of Brand Affinity
MBAI Q1 08 Luxury Brand Management Photo www.brandchannel.com Prof: Philippe Mihailovich www.philippemihailovich.com Luxury branding books Grading: Group/other 40% - Create a luxury brand Final Presentation 60% Final Project: Create a new Luxury Brand with Press Release Our email address: [email protected] password: luxury Ruinart? Ruinart? Dom Perignon? What is its’ main USP? There is documentary evidence that sparkling wine was first intentionally produced by English scientist and physician Christopher Merrett at least 30 years before the work of Dom Perignon (person) who, contrary to legend and popular belief, did not invent sparkling wine wikipedia A Dom Perignon Story Marketing Management www.philippemihailovich.com Some competitors by kilian frederick malle Chanel invite le public place Vendôme Chanel présente Xavier Veilhan, Elements Célestes Chanel haute joaillerie ouvre sa boutique (18 place Vendôme, Paris 1er) au public jusqu'au 10 juillet 2005 De 10h30 à 18h30, découvrez la nouvelle collection de bijoux: "Eléments Célestes". Cette ligne inspirée des merveilles du monde cosmique - par les astres et les planètes - est composée principalement de diamants et perles. Cette exposition constitue un moment rare pour découvrir un savoir-faire unique et d'une créativité époustouflante ! Plus de 15 400 diamants, saphirs et perles ornent ces 16 Eléments Célestes pour un poids total de plus de 330 carats. "J'ai voulu couvrir les femmes de constellations", confiait Gabrielle Chanel en présentant en 1932 ses premières pièces de joaillerie. "Avec sa densité, le diamant représente la valeur la plus grande dans le plus petit volume", ajoutait-elle à propos de sa pierre préférée. L'histoire commence par le Mandala, bracelet-manchette, une merveille de créativité et une prouesse technique puisque ce bracelet est à transformation. Il donne le ton de cette collection unique qui privilégie le noir et le blanc, le diamant et la perle, couleurs et matières préférées et symboliques de Mademoiselle Chanel. • Brand building eg CHANEL Accessories, Cosmetics Glamorous outrageous women Monroe to Moss Jewellery Store, Hotel? Product Core Features & Benefits Left hand brain MIND: RATIONAL Communication Brand Core Core Couture to R2W No.5 Lagerfeld Touch of shock Symbol Black & White Imagery & Attributes Rue Cambon Right hand brain Coco’s character SOUL:EMOTION The Brand Stretching Matrix Cars HERMÈS ? CHANEL ? Hotels ? Digest Home Shoes Bags/ Jewell Time-p Fashion Parfum Make-up ? ? Skin Hair Men’s Care Styling Groom ? ? ? ? ARMANI LAUREN ? Retail ? ? ? ? PORSCHE DOM PERIGNON ? COSTES ? PERRICONE ? ? LADUREE ? ? GUCCI ? ? VUITTON ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? Perceptual attributes are everything ? Building Brand Personality Key factors: •Brand Reputation •Brand Affinity Brand Reputation Source: van Gelder,S,’Global Brand Strategy’ 2005 • Key is to know which stories will convince consumers that the brand is in some way superior: - Authenticity, Credibility, reliability - History, legacy, mythology - Ideally must cross borders or be able to be adapted locally Brand Reputation Source: van Gelder,S,’Global Brand Strategy’ 2005 There are 3 types of reputation qualitites: 1. CONTEXTUAL - brand’s birthright, lineage, creator, founder - provides legitimacy Brand Reputation Source: van Gelder,S,’Global Brand Strategy’ 2005 There are 3 types of reputation qualitites: 1. CONTEXTUAL - brand’s birthright, lineage, creator, founder - provides legitimacy 2. INTRINSIC - built over the years i.e expectations/promises Brand Reputation Source: van Gelder,S,’Global Brand Strategy’ 2005 There are 3 types of reputation qualitites: 1. CONTEXTUAL - brand’s birthright, lineage, creator, founder - provides legitimacy 2. INTRINSIC - built over the years i.e expectations/promises 3. ASSOCIATIVE - qualities attributed to brands through its association with others i.e experts, royalty, celebs, including other brands - qualities rub off C Contextual I Intrinsic A Associative Brand Reputation Source: van Gelder,S,’Global Brand Strategy’ 2005 QUALITIES Relation Contextual Intrinsic Associative Category specific Pedigree brands Quality brands Endorsed brands Category transcendent Origin brands Promise brands Personality brands Brand Reputation Source: van Gelder,S,’Global Brand Strategy’ 2005 QUALITIES Relation Category specific Contextual Intrinsic Associative Pedigree brands • Often connected to a region, legacy or founder • Emphasis on roots • Has special qualities that cannot be matched i.e Champagne (product-related place), Ferrari (legacy), Christian Dior (designer mythology = prepared to pay premium price), Marlboro - Marlboro Country (‘need for belonging’) Note: brand DNA - brand is born with attributes - advantageous and disadvantageous. Layers of meaning must be built on top Brand Stretching Matrix: eg Beauty Brands Hair Hair Hair Care Styling Colour Deo Bath/ Fragr Make-up Skin Shower Wella L’Oreal Dior Jacques Dessange Gillette Lancome Nivea Narta Wella and L’Oreal both ‘born’ as hair care brands Brand Vision building from the core foundations <cleansing….moisturising> men’s shampoos face Cleansers / body wash Colour cosmetics? core Distance ………………………………> from core body baby Sun protection Deodorants? How far can brand’s reputation stretch? sun tan Brand Reputation Source: van Gelder,S,’Global Brand Strategy’ 2005 QUALITIES Relation Category specific Category transcendent Contextual Pedigree brands Intrinsic • Country of Origin benefits -German Engineering • Brand can become symbol of country eg McDonald’s • Relocating to add ‘place brand’ e.g Maybelline New York • Fake perceptions eg Haagen Daz, Mecca Cola • Based on stories, commonly held beliefs, propaganda, myths Origin brands Note: brand can be improved or damaged by ‘place’ issues i.e decline of British brands’ quality perceptions vs rise of Japanese and Korean. Associative Home furnishing linen Not considered an authentic luxury brand in Europe kids accessories perfumes Ready to wear men Ready to wear women Home furnishing Restaurant / hotel linen kids accessories Ready to wear men Ready to wear women perfumes Then goes into hierarchy Restaurant / hotel He did not start out working for a great designer Fashion consumers remain loyal to homegrown designers. Not surprisingly, consumers in the world’s fashion capitals (USA, Italy, France) remain loyal first and foremost to their own country designers. •North American consumers remain loyal to top US designer Ralph Lauren •Historic French design houses, Yves Saint Laurent, Chanel, Dior and Hermes have the strongest following in France now. •Italians clearly rank Giorgio Armani, Prada, Emporio Armani and Versace among their most coveted fashion brands http://uk.acnielsen.com/news/FashionBrands.shtml Brand Reputation Source: van Gelder,S,’Global Brand Strategy’ 2005 QUALITIES Relation Category specific Category transcendent Contextual Pedigree brands Origin brands Intrinsic Associative Quality brands • VW reputation of quality, Volvo safety • Challenge faced by luxury brands • Focus on values, purpose, ambitions not on personality traits Note: as brand personality traits most likely to be sioncerity and competence, these are often one-dimensional bland brands Brand Reputation Source: van Gelder,S,’Global Brand Strategy’ 2005 QUALITIES Relation Contextual Intrinsic Category specific Pedigree brands Quality brands Category transcendent Origin brands Promise brands Note: social needs - sense of belonging differs across borders Associative • Build on reputations that transcend original category ie Virgin, Easyjet • Promise brands express personalities in line with their pledge to consumers ie Greenpeace • Often use founder’s personality and normally linked to social needs Brand Reputation Source: van Gelder,S,’Global Brand Strategy’ 2005 QUALITIES Relation Contextual Intrinsic Category specific Pedigree brands Quality brands Category transcendent Origin brands Promise brands • Associative Endorsed brands Wants to emphasise its own achievements by ‘significant’ association i.e toothpaste - dentist, food - gourmet chefs (always from same category) • Focus on values, purpose, ambitions of the endorser Note: Vulnerable to security needs - needs credible endorser Brand Reputation Source: van Gelder,S,’Global Brand Strategy’ 2005 QUALITIES Relation Contextual Intrinsic Category specific Pedigree brands Quality brands Category transcendent Origin brands Promise brands Associative Endorsed brands Personality brands • Endorsement NOT specific to category i.e Rolex - Tiger Woods, hairdresser star, food - royalty etc even fake i.e Ferrero Rocher ambassador - good taste • Endorsement MUST fit Note: Vulnerable to actions of star i.e Kate Moss (Chanel vs H&M) and fads Celebrities easier to replace than professional endorsers Brand Reputation Conclusion • Brand reputation is more important to some brands than to others • Dutch saying: ‘A good reputation comes on foot and leaves on horseback’ • Brand management has to always look out for erosion of brand’s foundations and decide when its time to add or shift to another Brand Reputation Conclusion • Brand reputation is more important to some brands than to others • Dutch saying: ‘A good reputation comes on foot and leaves on horseback’ • Brand management has to always look out for erosion of brand’s foundations and decide when its time to add or shift to another Note: Often in fmcg there are TWO brands working together on the same packaging: The House Brand and the Product Brand i.e Kit Kat & Nestlé and sometimes also a PLACE brand i.e Studio Line from L’Oreal, Paris The Brand-Bonding Spectrum STEP1 BRAND ARCHITECTURAL STRATEGY HB LEVEL 1: HB only. PB generic LEVEL 2: HB umbrellabrand LEVEL 3: HB/PB master-servant LEVEL 4: HB as endorsement LEVEL 5: PB umbrella PB Researching and Attacking Dominant FMCG brands •Know your enemy better than he knows himself •Competitive Research must go deep into understanding of competitive brands’ DNA i.e it’s Core Properties (features & benefits), Reputation, elasticity, brand architecture (HB:PB), Affinity (to be covered next week), Recognition etc Brand Reputation Source: van Gelder,S,’Global Brand Strategy’ 2005 QUALITIES Relation Contextual Intrinsic Associative Category specific Pedigree brands Quality brands Endorsed brands Category transcendent Origin brands Promise brands Personality brands Le Grand Luxe I love you! SOUL Discovery Relationship as seen by both client and maison Image Authenticity Generosity I love you! •I desire you, I want you, I need you •Can I trust you/ •I accept you •Who were you with before? •Who’s your family? •Are we compatible? •I’d like to know you better •Where are you from? •Who? Brand Affinity Source: van Gelder,S,’Global Brand Strategy’ 2005 Ego Functional Empathy Cosmopolitan Native Association Emotional Dimensions of Brand Affinity Society Brand Affinity Source: van Gelder,S,’Global Brand Strategy’ 2005 Ego Functional Empathy Native Association FUNCTIONAL •To build Functional Affinity a brand needs to focus on what consumers deem important in terms of functionalities of products and services, and make a virtue of its dedication to delivering those •Offers an honest price rather than a low price ie IKEA Cosmopolitan Emotional Dimensions of Brand Affinity Society Brand Affinity Source: van Gelder,S,’Global Brand Strategy’ 2005 Ego EMOTIONAL Functional •Based on positive emotional aspects such as fun, excitement, Empathy romance, love, longing, passion •The difficulty lies in claiming a particular emotion, living up Cosmopolitan to it, and not overdoing it Native Association Emotional Dimensions of Brand Affinity Society Brand Affinity Source: van Gelder,S,’Global Brand Strategy’ 2005 Ego Functional Native NATIVE •Pits consumers’ senses of local pride against their Association feelings of being world citizens Empathy Cosmopolitan Emotional Dimensions of Brand Affinity •Patriotism, regionalism, ethnic background or even urban Society versus rural pride COSMOPOLITAN •Cosmopolitan affinity is based on brands being regardedEgo as international Brand Affinity Source: van Gelder,S,’Global Brand Strategy’ 2005 Functional •Express personality traits such as sophistication, Empathy superiority, refinement, uniqueness, origiality and modernism Cosmopolitan Native Association Emotional Dimensions of Brand Affinity Society Brand Affinity Source: van Gelder,S,’Global Brand Strategy’ 2005 Ego Functional Native EGO-Orientated •Pleasure, indulgence, Empathy individualism, egotism Association •Need for selfesteem, ie L’Oreal ‘Because I’m worth it’ •Values such as novelty, pleasureCosmopolitan seeking, hedonism, and health Emotional Dimensions of Brand Affinity Society Brand Affinity SOCIETY Source: van Gelder,S,’Global Brand Strategy’ 2005 Ego Functional •Choice between values-led Association (philiosophy-what brand stands for) or cause-led (choose a specific cause to support) Empathy Cosmopolitan •Build their consumer Native relationships on public issues Emotional Dimensions of Brand Affinity Society Brand Affinity Source: van Gelder,S,’Global Brand Strategy’ 2005 Ego Empathy Cosmopolitan Functional EMPATHY •Empathy brands are able to understand and cater for specific customer requirements. Personalisation. •Need to have intimate consumer knowledge in order to understand how to tailor to consumer needs - to Emotional give customised customer experience Dimensions of Brand Affinity Native Association Society Brand Affinity Source: van Gelder,S,’Global Brand Strategy’ 2005 Ego Empathy Cosmopolitan Functional ASSOCIATION •Brands that people wish to be seen with, wish to let everyone know they own - eg a Harley gives owners a unique form of selfexpression and also membership of group; •Express traits such as exiting, cool, ambitious, Emotional off-beat, aspirational, exclusive experiences •Often provide sense of self-esteem of Brand Affinity Dimensions Native Association Society Brand Affinity Source: van Gelder,S,’Global Brand Strategy’ 2005 Ego Functional Empathy Cosmopolitan Native Association Emotional Society Which steps should we take to build our layers ? Dimensions of Brand Affinity Our Brand vs Competitors before Ego Functional Empathy Cosmopolitan Native Association Emotional Society Which steps should we take to build our layers ? Dimensions of Brand Affinity Our Brand vs Competitors after Ego Message 2: Functional Empathy Native Association Message 3: Cosmopolitan Message 1: Emotional Society Which steps should we take to build our layers ? Dimensions of Brand Affinity Relaunch? De Winter and Sier
