Brand Resonance

Brand Tracking Project  Tracking studies involve information collected from consumers on a routine basis over time  Often done on a “continuous” basis  Provide descriptive and diagnostic information  What to track ? Product-Brand tracking - Promotion materials : Blackberry, Teh Botol Sosro, Fruit Tea, Joy Tea  Whom to track ? Users and Non users of the Brand  When and where to track ?  27th September 2011 – Jakarta  18th October 2011 presents your Brand Tracking results  6th December 2011 submit your Brand Tracking paper  How to track ? Survey customers & Interview brand managers

Brand Tracking Survey – McDonald’s Assume that McDonald’s was interested in designing a short tracking survey to be conducted over the phone. How might you set it up? Although there are a number of different types of questions, it might take the following form: Interviewer: We are conducting a short phone interview concerning consumer opinions about quick-service or “fast food” restaurant chains. BRAND AWARENESS Recall (unaided) a) What brands of quick service restaurant chains are you aware of? b) At which brands of quick service restaurant chains would you consider using? c) Have you eaten in a quick service restaurant chain in the last week? Which ones? d) If you were to eat in a quick service restaurant tomorrow for lunch, which one would you go to? e) What if instead it were for dinner? Where would you go? f) What if instead it were for breakfast? Where would you go? g) Which are your favorite quick serve restaurant chains?

Brand Tracking Survey – McDonald’s BRAND AWARENESS Recognition Now, we want to ask you some questions about a particular quick service restaurant chain, McDonald’s. a) Have you heard of this restaurant? [Establish familiarity] b) Have you eaten at this restaurant? [Establish trial] c) When I say McDonald’s, what are the first associations that come to your mind? Anything else? [List all]

Brand Tracking Survey – McDonald’s BRAND AWARENESS Recognition Now, we want to ask you some questions about a particular quick service restaurant chain, McDonald’s. a) Have you heard of this restaurant? [Establish familiarity] b) Have you eaten at this restaurant? [Establish trial] c) When I say McDonald’s, what are the first associations that come to your mind? Anything else? [List all]

Brand Tracking Survey – McDonald’s BRAND IMAGE What are the top five words that come to mind when you think of "McDonalds" (This should take less than 30 seconds) Brand Attributes How well do the following words describe McDonalds? (1= not at all, 5 = very much)? McDonald’s... a) Is convenient to eat at b) Provides quick, efficient service c) Has clean facilities d) Is for the whole family e) Has delicious food f) Has healthy food g) Has a varied menu h) Has friendly, courteous staff i) Offers fun promotions j) Has a stylish and attractive look k) Has good prices

Brand Tracking Survey – McDonald’s Brand Personality (note this might also include user imagery, usage imagery as breakout questions) How well do the following traits describe McDonalds (1= not at all, 5 = very much)?  Sincere  Exciting  Competent  Sophisticated  Rugged  Peaceful  Passionate

Brand Tracking Survey – McDonald’s Judgments of Quality  What is your overall opinion of McDonald’s?  What is your assessment of the product quality of McDonald’s?  How good a value is this McDonald’s?  Is McDonald’s worth a premium price?  What do you like best about McDonald’s? Judgments of Credibility  How innovative is McDonald’s?  How much do you admire McDonald’s?  How much do you respect McDonald’s? Judgments of Consideration  How likely would you be to recommend McDonald’s to others?  To what extent does McDonald’s offer advantages that other brands cannot?  How personally relevant is McDonald’s to you?

Brand Tracking Survey – McDonald’s Judgments of Superiority  How unique is McDonald’s?  To what does McDonald’s offer advantages that other brands cannot?  To what extent is McDonald’s superior to other brands in the quick service restaurant category? Feelings Does McDonald’s give you a feeling of … (1= not at all, 5 = very much)  Warmth  Excitement  Trust  Awe  Fear  Calm  Intensity

Brand Tracking Survey – McDonald’s RELATIONSHIP If McDonalds came to life as a person, what type of person would s/he be? This should take less than 30 seconds. If McDonalds came to life as a person and was at a party with you, what would s/he say to you? This should take less than 30 seconds. Loyalty  I consider myself loyal to McDonalds.  I eat at McDonalds whenever I can.  This is the one brand of fast ‐ food restaurant I would most prefer to visit.  If McDonalds were not an option, it would make little difference to me if I had to eat elsewhere.  I would go out of my way to go to McDonalds

Brand Tracking Survey – McDonald’s Attachment  I really love McDonalds.  I would really miss this brand if it went away.  McDonalds is special to me. Engagement  I really like to talk about McDonalds to others.  I am always interested in learning more about McDonalds.  I would be interested in merchandise with this brand’s name on it.  I like to visit the website for McDonalds.  Compared to other people, I follow news about McDonalds closely. Community  I really identify with people who use this brand.  McDonalds is often frequented by people like me.  I feel a deep connection with others who use this brand.

FORMULATING RELEVANT BRANDING CONCEPTS RHD

Objectives  Realize that relevant brand concepts can come from insights into human behavior.  Understand the role of gathering information about the target audience.  Recognize factors in the consumer’s decision-making process.  View benefits as possible starting points for concept development.  Learn that a brand concept must be strong, flexible, and engaging across all applications.  Understand the meaning of brand essence.  Realize the power of the brand connecting with people on an emotional level.  Comprehend brand trust.  Value brand association.

Top 100 Brand – Millward Brown Optimor

1970s 1980s 1990s 2000s Images: Vision - "There is a great unexploited potential of creativity and intelligence in every individual" => Brand’s reason for being Mission - "To make the power of computing totally subservient to the stimulation of people's intelligence and creativity" => brand’s reason for doing Ambition - "To become the brand that is indispensable to anyone willing to develop his or her mindpower" => brand’s reason for becoming something more Vision - "There is a great unexploited potential of creativity and intelligence in every individual" => Brand’s reason for being Mission - "To make the power of computing totally subservient to the stimulation of people's intelligence and creativity" => brand’s reason for doing Ambition - "To become the brand that is indispensable to anyone willing to develop his or her mindpower" => brand’s reason for becoming something more Brand Essence: The essential points or aspects of a brand condensed into a central conception - how a brand casts itself, how it sets its personality, what the brand is saying Innovation

Liberation

Inspirational

Brand Relevance  When a brand is relevant to its audience, it has a much greater chance of success and resonance. Images:

Connect with the Right Audience  BC Lions Football Club/Rethink/Canada wants to reignite the passion among 25- to 40-year-old football fans.  Relevant concepts can come from insights into human behavior.

Finding Branding Concepts  The concept is the central underlying unique (proprietary) creative idea.  It distinguishes and differentiates a brand,  communicates a message about a brand,  brands it in the mind of the audience, and  motivates the audience to buy or act.  A concept must be strong and flexible enough to adjust, and consistently engaging across all applications.  A unique, differentiated, flexible concept that grows from the brand essence enhance brand experience

What Are You Buying ? Prestige Fast Cheap Safety StatusFuel-efficient Quality Capacity Images:

What Are You Buying ? Enhanced appearance Self Esteem Beauty Stunning appearance Images:

What Factors that Go into your Decision ? Values Culture Family Problem-Solving Abilities CommunitiesHabits Friends Aspirations / Basic Drives

Decision Making Process

Benefits  Consumer asks: “What’s in it for me?”  Functional — a practical advantage or functional capability of the brand.  Emotional benefit — an intangible gain derived from using the brand or an affecting feeling consequential to the brand.

Brand Trust: I know this brand’s qualities Functional and Emotional Benefits Communities, Family, Friends, Habits, Culture, etc. I trust Nike A brand embodies “a confidence factor.” The bottom line for many people is trust.

Brand association – Points of Parity & Points of Difference  Bonds between brand and consumer form for many different reasons. Brand Tags collects 1.7 million associations

Use Archetype to Build Strong Brand

Quiz: Let’s Formulate Concept Functional and Emotional Benefits Factors that go in to Consumer Decision Making Process Vision, Mission, Ambition, Brand Essence Points of Parity & Points of Difference Archetype