Self-Expressive Benefits How people want to be perceived by others Brand as a“ badge Public vs private persona Self. Requires common Xpressive Benefits understanding of the brand Mercedes affluence Emotional Benefits Apple creative individualist Functional Benefits
11 Self-Expressive Benefits • How people want to be perceived by others • Brand as a “badge” • Public vs. private persona • Requires common understanding of the brand – Mercedes = affluence – Apple = creative individualist Functional Benefits Emotional Benefits SelfExpressive Benefits
Strong Brands Operate on Multiple Levels Hard to Define Hard to Copy Self- Easier to Transfer Expressive Benefits Easy to Define Easy to Copy Emotional Benefits Difficult to Transfer Functional Benefits
12 Functional Benefits Emotional Benefits SelfExpressive Benefits Strong Brands Operate on Multiple Levels Easy to Define Easy to Copy Difficult to Transfer Hard to Define Hard to Copy Easier to Transfer
Brand is a promise The brand is a promise and it is a m0 mise me must尺eh. ere is no difference betveen bo e are and what we sell James Taylor 1997 Brand Marketer of the year Gateway Computers 13
13 James Taylor 1997 Brand Marketer of the Year Gateway Computers “The brand is a promise, and it is a promise we must keep. There is no difference between who we are and what we sell” Brand is A Promise
Brand Promise A simple, clear and concise expression of the essential benefits, values and personality the brand represents to its customers, employees management, and shareholders The brand promise is delivered through the total brand experience, including the product, service, communication, employees, channel experience, and reputation
14 Brand Promise A simple, clear and concise expression of the essential benefits, values and personality the brand represents to its customers, employees, management, and shareholders. – The brand promise is delivered through the total brand experience, including the product, service, communication, employees, channel experience, and reputation
The brand Promise must be Distinctive Reflect unique characteristics of the brand Compelling Reflect important benefits customer value and which the brand can provide Rational, functional benefits Subjective, psychic, emotional benefits Suitable for a range of stakeholders 15
15 The Brand Promise Must Be: • Distinctive – Reflect unique characteristics of the brand • Compelling – Reflect important benefits customer value and which the brand can provide – Rational, functional benefits – Subjective, psychic, emotional benefits • Suitable for a range of stakeholders