BRAND DEVELOPMENT THROUGH BRAND IDENTITY & SERVICE
CONTENTS
AIM/OBJECTIVES SITUATION PROBLEM TARGET SOLUTION PROGRAM
DEFINITION OF BRANDING
THE MAIN PURPOSE OF BRANDING IS TO GET MORE PEOPLE TO BUY MORE STUFF FOR MORE YEARS AT A HIGHER PRICE (THE BRAND GAP - MARTY NEUMEIER)
DEFINITION OF BRAND DEVELOPMENT
THE PROCESS OF IMPROVING A BRAND OR IMPROVING CUSTOMERS’ KNOWLEDGE AND OPINIONS OF A BRAND (CAMBRIDGE DICTIONARY DEFINITION)
AIM/OBJECTIVE OUR MAIN AIM OF THIS RESEARCH IS TO STUDY HOW CAN WE DEVELOP A BRAND THROUGH BRAND STRATEGY. WE WILL RESEARCH BRAND DEVELOPMENT IN TWO PARTS, IDENTITY AND SERVICE, THROUGH CASE STUDIES. HEEJEUNG TO DEVELOP BRANDS, MAKE A ATTRACTIVE SERVICES FOR BRAND BY MAKING A SERVICES THROUGH CONCERT OR FESTIVAL FOR CUSTOMERS. ASHLEY TO IMPROVE A BRAND THROUGH BRAND IDENTITY BY EMBRACING THE QUALITY OF THE BRAND (IE. CLASSIC, HIPHOP LOOK & FEEL).
PLAN
22 March
29 March
5 April
12 April
19 April
definition of brand services find examples of good services and bad services secondary research: online articles , websites
questionnaire about our research
Research about competitor
Strategies
Application Review
observation about sportwear
suggestion
Application to brand some services
PLAN (CONT’D)
METHODOLOGY
METHODS
CASE STUDY
DESK RESEARCH: ARTICLES/JOURNALS/BOOKS CASE STUDY OBSERVATION QUESTIONNAIRE
PLAN
22 March
29 March
5 April
12 April
19 April
research information on brand development and brand image vs. brand identity
case study of brands that have good/bad brand image and brands images that have evolved
case study of brand that has improved through evolving brand image
Application of research suggestions of how to improve brand by brand image
Application of research - applying suggestions to an existing brand
secondary research: articles/books...
questionnaires/online/ books
secondary research: articles/books/reviews...
PLAN (CONT’D)
METHODOLOGY CASE STUDY
METHODS DESK RESEARCH: ARTICLES/JOURNALS/BOOKS CASE STUDY OBSERVATION QUESTIONNAIRE THE LOVE LETTER & THE BREAK UP LETTER
SECONDARY RESEARCH
BRAND SERVICES [BRAND EXPERIENCES]
SECONDARY RESEARCH
WHAT is BRAND SERVICES TO MAKE THIS BETTER !
WHAT YOU DO AND SAY
YOUR BRAND
HOW PEOPLE FEEL
Customer service in brand is the provision of service to customers before, during and after a purchase. According to Turban et al. (2002),[1]" Customer service is a series of activities designed to enhance the level of customer satisfaction – that is, the feeling that a product or service has met the customer expectation."
SECONDARY RESEARCH THE CONSEQUENCES OF POOR CUSTOMER EXPERIENCE
WHY BRAND SERVICES is important 1 2 3 4 5 6 7
People have too many choices and too little time. Most offerings have similar quality and features. Consumers tend to base buying on trust. Brand service is WHAT customers will remember. Brand service reflects heavily on your entire business. It shows customers you care. It is a great marketing angle.
Even in a negative economy, customer experience is a high priority for consumers, with 60% often or always paying more for a better experience.
64%
of those,
60%
said they would stop doing business with an organisation after a poor customer experience
91%
would go on to by from a competing company
SOLVING ISSUES QUICKLY IS CRITICAL
SECONDARY RESEARCH
WHY BRAND SERVICES is important
SECONDARY RESEARCH
BRAND IDENTITY
SECONDARY RESEARCH
WHAT IS BRAND IDENTITY? HOW A BUSINESS WANTS A BRAND’S NAME, COMMUNICATION STYLE, LOGO AND OTHER VISUAL ELEMENTS TO BE PERCEIVED BY CONSUMERS. (INVESTOPEDIA.COM)
SECONDARY RESEARCH
WHAT IS BRAND IDENTITY?
THE WAY YOU WANT TO BE SEEN BY YOUR CONSUMERS
SECONDARY RESEARCH
WHAT IS BRAND IDENTITY?
SECONDARY RESEARCH
BRAND IDENTITY VS. BRAND IMAGE
SECONDARY RESEARCH
JEAN-NOȄL KAPFERER - PH.D FROM NORTHWESTERN UNIVERSITY (KELLOGG BUSINESS SCHOOL) - HOLDS PERNOD-RICARD CHAIR ON MANAGEMENT OF PRESTIGE BRANDS - TEACHES IN CHINA, KOREA AND JAPAN - WORLD REPUTED EXPERT ON BRANDS - KNOWN FOR WORK ON BRAND IDENTITY, STRATEGIC BRAND MANAGEMENT, BRAND PORTFOLIOS, BRAND ARCHITECTURES AND PRESTIGE & LUXURY MANAGEMENT - AUTHOR OF MORE THAN ONE HUNDRED ARTICLES, PUBLISHED IN AMERICAN JOURNALS (MARKETING SCIENCE, THE JOURNAL OF MARKETING RESEARCH,...) - CREATOR OF THE BRAND IDENTITY PRISM http://www.hec.edu/Faculty-Research/Faculty-Directory/KAPFERER-Jean-Noel
SECONDARY RESEARCH
BRAND IDENTITY PRISM -PHYSIQUE: product features, symbols and attributes -PERSONALITY: character & attitude -CULTURE: set of values -RELATIONSHIP: beliefs & association -REFLECTION: customer’s view of brand -SELF-IMAGE: internal mirror of customer as user of brand
Brand Identity Prism‘ by Jean-Noel Kapferer, The New Strategic Brand Management, 2012, p. 156
SECONDARY RESEARCH
LOGO:
TAGLINE: ‘open happiness’ LANGUAGE TONE: friendly, open, easy to approach
AESTHETIC STYLE: young, simple, bright
SECONDARY RESEARCH
BRAND IDENTITY PRISM
SECONDARY RESEARCH
CASE STUDY
SECONDARY RESEARCH
BACKGROUND RESEARCH
VS GLOBAL SPORTS BRANDS
KOREAN SPORTS BRANDS
http://www. rcsmediagroup. it/en/wpcontent/upload s/sites/2/1Q+Fil a.pdf
SECONDARY RESEARCH
WHY
FILA doesn’t get people’s interests
http://equity.co. kr/upfile/issue/2 012/10/15/1350 267244317.pdf
SECONDARY RESEARCH
WHY
SECONDARY RESEARCH
WHY
BACKGROUND RESEARCH
Established in 1991 as a FILA global footwear sourcing center and began domestic operation in 1992. (100% owned subsidiary by FILA Italy) FILA Korea became stand alone company from SBI Holdings after successful MBO in 2005. Continuous expansion in multiple apparel categories to sustain revenue growth and market penetration. (Golf, Kids, Underwear, Outdoor)
BACKGROUND RESEARCH
LOGO:
TAGLINE: ‘never give up’ LANGUAGE TONE: confident, energetic AESTHETIC STYLE: bright, bold, sophisticated
BACKGROUND RESEARCH
S W O T
SECONDARY RESEARCH
SECONDARY RESEARCH
BACKGROUND RESEARCH
‘JUST DO IT’
BACKGROUND RESEARCH
‘IMPOSSIBLE IS NOTHING’
BACKGROUND RESEARCH
BACKGROUND RESEARCH
WHY HIPHOP