Orientdesign What is a brand?

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www.orientdesign.com.sg

What is a brand?

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What is brand 5,000 ago

Marking livestock with burning irons.

Letters

Numbers

Figures

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Early day brand mark早期的品牌标记

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Can you spot the logos?

What led to the brand recall?

Question

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www.orientdesign.com.sgSolution

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It’s not just a logo.

It’s not just advertising.

It’s not just a name.

It’s not just about quality.

What a brand isn’t

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The definition of “brand” has evolved with technological advancements and new media.

Its impact has created a larger pair of shoes for businesses to fill in order to leave a lasting impression.

“Brand” has evolved

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B2BBusiness to Business

B2CBusiness to Consumer

Smaller, niche Target market Larger

Multiple Purchaser(s) Single

Multiple step Buying process Single step

Longer Sales cycle Shorter

Relationship and detailed information

Sales driver Recognition and repetition

http://themarketingdirectors.wordpress.com/2010/02/15/b2b-vs-b2c-marketing-what-works-best-on-the-dance-floor/

Understanding and differentiating B2B and B2C

http://themarketingdirectors.wordpress.com/2010/02/15/b2b-vs-b2c-marketing-what-works-best-on-the-dance-floor/

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ProductsSystemsServicesProcesses

Your company

Competitors

ProductsSystemsServicesProcesses

Technology allows replication of various elements. Consumerism has driven the market into one that is manufacturing-for-obsolescent. All the more a brand becomes a valuable intangible asset.Easy replication methods can jeopardize your company

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If you haven’t developed a B2B or B2C brand…

Rather than innovate and develop its own technology and a unique Samsung style for its smartphone products and computer tablets, Samsung chose to copy Apple’s technology, user interface and innovative style in these infringing products.

(But we are) the world's largest supplier of flash memory to tablets and smartphones!*(We) manufacture the A4 and A5 processors that go into the iPad and iPad 2!

*Bloomberg Businessweek, March 10, 2011http://www.businessinsider.com/why-samsung-puts-up-with-steve-jobs-insults-2011-3http://www.channelinsider.com/c/a/Spotlight/Apple-COO-Discusses-Steve-Jobs-Samsung-Lawsuit-684508/

Case study – Apple vs Samsung

http://www.businessinsider.com/why-samsung-puts-up-with-steve-jobs-insults-2011-3

http://www.channelinsider.com/c/a/Spotlight/Apple-COO-Discusses-Steve-Jobs-Samsung-Lawsuit-684508/

http://www.channelinsider.com/c/a/Spotlight/Apple-COO-Discusses-Steve-Jobs-Samsung-Lawsuit-684508/

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… and settled for only a contract manufacturing relationship,you have to tolerate the abuses…

Don’t be a whipping boy

orientdesign

www.orientdesign.com.sgBenefits of a strong brand

The visible benefits a strong brand are more than just gaining trust and reputation. It also gives you the ability to;

- command a premium price

- develop more stable demand

- establish barriers to entry

- leverage brand equity when introducing new products

- incur lower sales conversion costs

- obtain more favourable supplier terms

- generate lower staff acquisition and retention costs

- secure capital at a lower cost

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Brand

CEO’s Vision Innovation

Business Strategy

Mgt & Co.Structure

Pieces of the puzzle

Delivery CustomerExperience

CustomerSegmentation

CompanyMission

BrandArchitecture

EmployeeRelations

Corporate Values

CultureCommunications

BrandBlueprint

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Where to start?

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1Brand audit

2Brand explorer

3Brand validation

4Brand blueprint

5Brand into action

Research/analysis & Understanding

Using research and analysis of information to understand the brand relative to its landscape as it stands today.

Development

Using the brand understanding from Phase 1 to develop future positioning possibilities.

Exploration

Exploring alternative brand positioning with consumers and other stakeholders for the purpose of fine tuning and decision making.

Finalization & Delivery

The deliverable also includes a framework

to align internal and external activities to the brand blueprint, inclusive of rationale.

Implementation

& Monitoring

This includes the internalalignment of the brand blueprint to the organization, as well as fine tuning or redevelopment ofexternal expressions,

including visual brand identity and communications.Strategy-centric brand development methodology

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1Brand audit

Research/analysis & Understanding

Using research and analysis of information to understand the brand relative to its landscape as it stands today.

Brand audit – To conduct internal and external analysis

Deliverable

an in-depth and objective report on

the brand’s

performance today relative to

staff expectati

ons, market

dynamics,

competitors, and

consumer expectati

ons

Internal analysis- Employee interviews

- Organization audit

- Communications audit

- Portfolio audit- Site and retail

audit

External analysis- Consumer

research- Market audit- Competitive

audit

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www.orientdesign.com.sgOrganization audit – Organization chart

Board of Directors

President

CFO

?

CEO

?

COO

?

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2Brand explorer

Development

Using the brand understanding from Phase 1 to develop future positioning possibilities.

Brand explorer – Market landscape based on comparison

Quality Scale

Technology/R & D

Team composition

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3Brand validation

Exploration

Exploring alternative brand positioning with consumers and other stakeholders for the purpose of fine tuning and decision making.

Brand validation – Seek to identify the gap

Present internal perceptionPositioning

Present external realityPositioning

Future desiredPositioning

Identify the gap

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4Brand blueprint

Finalization & Delivery

The deliverable also includes a framework

to align internal and external activities to the brand blueprint, inclusive of rationale.

Brand blueprint – 7 key elements

7 key elementsCore brand values

Core brand attributes

Core brand benefits

Core brand personality traits

Company vision statement

Company mission statement

Positioning statement

Brand proposition

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5Brand into action

Implementation

& Monitoring

This includes the internalalignment of the brand blueprint to the organization, as well as fine tuning or redevelopment ofexternal expressions,

including visual brand identity and communications.Branding-advertising construct

Branding

Brand blueprint

- Brand positioning

- Core brand benefits

- Core brand values

- Brand personality

- Brand attributes

- Company vision

- Company mission

Fixed

Advertising

Communications strategy

Brand promise emerges From the confluence of the 3 elements below;

- Brand blueprint

- Consumer insights

- Local market circumstances and opportunities

Dynamic

External expressions/Creative execution

Brand identity guide

- Corporate identity(brand name, logo, colour, typeface, signage)

- Packaging design

- Literature/ collaterals design

- Graphic standards manual

- Corporate video

- Website development and design

- Customer experience

- Brand architecture

- External briefing session(advertising, promotions, public relations)

orientdesign

www.orientdesign.com.sgBranding experience

Client(from web, trade

shows,advertisement)

Client’s specification

(purchase order)

Signcontract with sales team

Purchase order(raw materials,

outsourcing etc.)

Manufacturing &production

Process quality control

Delivery/sales

(suppliers, retailers,

consumers)

Feedback & improvement

User satisfaction

Internal

External

orientdesign

www.orientdesign.com.sgThe brand-centric company model

Brand

Culture

Products and services

External communicati

ons

Distribution channels

Physical environment

Organization structure

People

People

People

People

People

People

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www.orientdesign.com.sgRunning a successful business

Strategic Business Objectives

CEO Vision

Company Mission

Operations and Organizational Structure and Core Values

Employees deliver

- Values- Trust- Confidence- Customer Relationship

- Attributes- Features- Service

Company/ ProductBrand Image

Brand Proposition

Benefits

orientdesign

www.orientdesign.com.sgBenefits of a strong brand

The visible benefits a strong brand are more than just gaining trust and reputation. It also gives you the ability to;

- command a premium price

- develop more stable demand

- establish barriers to entry

- leverage brand equity when introducing new products

- incur lower sales conversion costs

- obtain more favourable supplier terms

- generate lower staff acquisition and retention costs

- secure capital at a lower cost

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Satisfied customers will communicate your value,thereby reinforcing your brand equity.

Mutual gratification

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Process of branding 品牌建立的过程

BrandResearch

BrandStrategy

Brand Identity

Brand Touchpoint

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Process of branding

BrandResearch

BrandStrategy

Brand Identity

Brand Touchpoint

CultureMarketProductPricing

DistributionServicesStrategy

CompetitionStrengths

WeaknessesOpportuniti

es

ValueDifferentiationCompetitive

Strategy

Key messages Concept

Brand LogoPackaging Trade showSign board

WebsiteAdvertisingBrochure

Direct mailBill board

ExperiencesEmployeesServices

Publications

Orientdesign What is a brand?

Documents

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