Brand Promise Example centrino MOBILE TECHNOLOGY uNwired
16 “Unwired” Brand Promise Example
Multiple Markets and audiences The core brand promise can unite a range of stakeholders The promise remains the same May be expressed in ways that are relevant to each audience
17 Multiple Markets and Audiences • The core brand promise can unite a range of stakeholders – The promise remains the same – May be expressed in ways that are relevant to each audience
Intel brand promise Engineers <Wintel OEMs Pentium Celeron Retailers Intel Consumers Inside “safe, Reliable Microprocessors
18 Intel Brand Promise “Safe, Reliable Microprocessors” Engineers Consumers OEM’s Retailers Pentium Celeron “Intel Inside” “Wintel
Multiple Product Brands The core brand promise can unite a range of product brands Generally, identities based on functional benefits are difficult to stretch to new offerings Identities based on higher level benefits can more often provide extendibility Caution: beware of identity dilution or Inappropriate associations
19 Multiple Product Brands • The core brand promise can unite a range of product brands – Generally, identities based on functional benefits are difficult to stretch to new offerings – Identities based on higher level benefits can more often provide extendibility – Caution: beware of identity dilution or inappropriate associations
Marriott Product brands Marriott International Parent Brand Marriott HOTELS RESORTS. SUITES Shared Core Equities Harroll Residence COURTYARD Inn THE RITZ CARLTON
20 Marriott Product Brands Shared Core Equities Marriott International Parent Brand