COMM1PCOMM1P This presentation © Gilbert Cockton For University of Sunderland students only. Permission is required for any other use of this material Product and Company Communications in the Interactive Digital World Branding and Web-Sites 10

C O M 1 P 10 SCET MSc EC/ECA © Gilbert Cockton 2001 Part 1 Where Brands Fit Into COMM1P

C O M 1 P 10 SCET MSc EC/ECA © Gilbert Cockton 2001 Objectives and Assessment: Knowledge Key Specialist Knowledge Web Interaction Design Accessibility  Branding Time-constrained test

C O M 1 P 10 SCET MSc EC/ECA © Gilbert Cockton 2001 Objectives and Assessment: Abilities Research context of use Users and Stakeholders, especially Business Goals such as brand positioning Tasks and Activities within Domains Environments: Physical, Technical, Organisational, Cultural Further practice through Individual Assignment

C O M 1 P 10 SCET MSc EC/ECA © Gilbert Cockton 2001 Objectives and Assessment: Abilities Evaluation Usability Accessibility  Commercial suitability (especially branding) Further practice through Individual Assignment

C O M 1 P 10 SCET MSc EC/ECA © Gilbert Cockton 2001 Part 2 What are Brands?

C O M 1 P 10 SCET MSc EC/ECA © Gilbert Cockton 2001 Branding: Definitions 0911 What did you say? A name, term, symbol or design, or a combination of them which is intended to signify the goods or services of a seller or group of sellers and to differentiate them from those of competitors Kotler, Managing Markets: Planning, Analysis and Control

C O M 1 P 10 SCET MSc EC/ECA © Gilbert Cockton 2001 Brands are More than Marks 0913 to signify... and to differentiate them from those of competitors web branding involves much more than conforming to existing visual identities visual identity may need to be modified for the web due to resolution and bandwidth limits web branding must maintain a product or company’s differentiation

C O M 1 P 10 SCET MSc EC/ECA © Gilbert Cockton 2001 Branding: Essentials 0915 Giles Levy Much of what we see and value in [brands] … exists in our minds, and not in the products themselves. It is our perceptions - our beliefs and feelings - about a brand that are most important [Brands] offer intangible benefits over and above the product, … a combination of complementary physical, rational and emotional aspects Trust, familiarity, expectation, relationship

C O M 1 P 10 SCET MSc EC/ECA © Gilbert Cockton 2001 Part 3 Looking after Brand Equity

C O M 1 P 10 SCET MSc EC/ECA © Gilbert Cockton 2001 Brand Equity 0917 David Aaker, Building Strong Brands Brand Loyalty Brand Awareness Perceived Quality Brand Associations Other Brand Assets Web site must preserve existing brand equity extend it on any of the above

C O M 1 P 10 SCET MSc EC/ECA © Gilbert Cockton Brand Loyalty 0919 Reduced marketing costs Trade leverage with trade partners both true for the web? Attracting new customers Create Awareness Reassurance Time to respond to competitive threats forgotten with the web!

C O M 1 P 10 SCET MSc EC/ECA © Gilbert Cockton Brand Awareness 0922 Anchor for other associations Macdonald’s and Ronald McDonald Web successes? Familiarity/Liking Exploited on web? Signal of Substance/Commitment Brand to be considered Implications of both for Web?

C O M 1 P 10 SCET MSc EC/ECA © Gilbert Cockton Perceived Quality 0925 A Reason-to-buy Web considerations? Differentiate/Position Web benefits? Creates Interest for Channel Members Web implications? Allows extension (new products, same brand) Changed frame of reference - web examples?

C O M 1 P 10 SCET MSc EC/ECA © Gilbert Cockton Brand Associations 0928 Help Process/Receive Information Web implications of brand attributes A Reason-to-buy web considerations? Create Positive Attitude/Feelings web considerations? Extensions - as Perceived Quality

C O M 1 P 10 SCET MSc EC/ECA © Gilbert Cockton Other Brand Assets 0931 Other sources of competitive advantage Channel relationships Patents etc. Web implications?

C O M 1 P 10 SCET MSc EC/ECA © Gilbert Cockton 2001 Part 4 Brand Trends

C O M 1 P 10 SCET MSc EC/ECA © Gilbert Cockton 2001 Brand Trends 0934 Rationalisation Consumer becomes customer Levy: “the brands of tomorrow will want to engage with their customers” web possibilities: narrowcasting, CRM (customer relationship management), , chat, forms, … advantages of other media?

C O M 1 P 10 SCET MSc EC/ECA © Gilbert Cockton 2001 Part 5 Brands and Marketing

C O M 1 P 10 SCET MSc EC/ECA © Gilbert Cockton 2001 Positioning Fundamentals 0937 Marketing Mix: 4Ps Product, Price, Place, Promotion Services, 7Ps: add People, Process, Physical Evidence Web Implications for each? What’s changed and what’s not?

C O M 1 P 10 SCET MSc EC/ECA © Gilbert Cockton 2001 Brand Positioning 0940 Giles Levy - interactions with web design? For Brand X is the that best meets by its [+self-expressive]

C O M 1 P 10 SCET MSc EC/ECA © Gilbert Cockton 2001 Break 0945 Back by 0955 Monday Tutorials Handbacks - come at the right time! Presentations start next Wednesday no show, no mark no changes (swaps OK)

C O M 1 P 10 SCET MSc EC/ECA © Gilbert Cockton 2001 Recap 0955 Brands: broad definitions/view, trends Brand Equity: preserve/build/enhance Brand Positioning: 4Ps, 7Ps Possibilities for web

C O M 1 P 10 SCET MSc EC/ECA © Gilbert Cockton 2001 Part 6 Brand Classes

C O M 1 P 10 SCET MSc EC/ECA © Gilbert Cockton 2001 Brand Appeal and the Buyer 0957 Maslow’s Hierarchy of Needs Basic Physical Needs, Safety, Social Needs, Esteem, Self-Actualisation Rokeach’s Terminal Values: Peace, Justice, Environment, etc. Different stages of brand address different levels of human need

C O M 1 P 10 SCET MSc EC/ECA © Gilbert Cockton 2001 Brand Classes 1 (David Aaker/Mary Goodyear) 1000 Unbranded goods (G) Brand as Reference (G) Perrier, Heinz, Volvo Brand as Person(ality) Hagen Das, MG, Marlboro, Absolut What can the web (not) do for each? Compare to alternative media

C O M 1 P 10 SCET MSc EC/ECA © Gilbert Cockton 2001 Brand Classes Brand as Symbol/Icon Gucci, Paloma Picasso, Dunhill Brand as Organisation/Company Virgin, IBM Brand as Principle (G) Body Shop, Ben and Jerry’s, Tradecraft What can the web (not) do for each?

C O M 1 P 10 SCET MSc EC/ECA © Gilbert Cockton 2001 Part 7 Brand Communication

C O M 1 P 10 SCET MSc EC/ECA © Gilbert Cockton 2001 Brands and Advertising 1006 Web as an advertising channel Inform launches, upgrades, demonstrations Persuade comparative advertising, increase readiness to buy, win over Remind top of mind, reinforcement advertising, prime for future, reminders about channels

C O M 1 P 10 SCET MSc EC/ECA © Gilbert Cockton 2001 What the Web can do 1009 Communicate complex information via interaction Soften unpleasant aspects of comparative advertising Distribute digital marketing assets games, screen savers, applications Support product personalisation Gather personal information (where legal)

C O M 1 P 10 SCET MSc EC/ECA © Gilbert Cockton 2001 What the Web can’t do 1012 Compete with the best of cinema and TV emotional impact: sound, image Compete with the best tactile qualities of physical media and artefacts hand made paper various free gifts Anything else?

C O M 1 P 10 SCET MSc EC/ECA © Gilbert Cockton 2001 Part 8 Brand Research

C O M 1 P 10 SCET MSc EC/ECA © Gilbert Cockton 2001 What Designers Need to Know 1015 Aaker model Brand Identity Strategically, how the brand should be perceived Brand Position Actively communicated messages about the brand Brand Image How the brand is actually perceived

C O M 1 P 10 SCET MSc EC/ECA © Gilbert Cockton 2001 The Perfect Brand Brief 1018 Brand identity class (e.g., person), values... Brand position - focus on key aspects identity clear messages, metaphors, images, symbols extensive support points Often not written down must negotiate and re-visit

C O M 1 P 10 SCET MSc EC/ECA © Gilbert Cockton 2001 Summary 1021 Brands must be communicated Attributes: functional, emotional, self-expressive Get a full and clear brief The web must be leveraged Digital Resources Interaction Don’t compete with superior media web as one component of a promotion mix