1. Welcome to class of Brands and Brand Development by Dr
Welcome to class of Brands and Brand Development by Dr. Satyendra Singh University of Winnipeg Canada

2. Brands… Explains a product and what it stands for
Brand is a function of
Years of advertising
Good will
Quality evaluation
Product experience
Other attributes the market associates with the product
Soon brand value will appear as assets on balance sheet!
Increase in travel by consumers
 what type of a person a brand be if it were a person?

3. Brands Brand strategy at international level important
Four Branding Strategies
Luxury Brands
Global Brands
Multiple National Brands
Private Brands

4. Global Brands Same Positioning Globally!
Focus Strategy to Target Specific Customers
Market is large
Economies of scale in marketing, production and distribution
Reduces distribution costs
Product standardization
Transportation, storage, inventory management more efficient
Centralize the Concept
Decentralize the Execution
Market information from local team
Top 10 brands Majority US brands, See Value in it
No Canadian Brand in Top!
Commodity oriented
Relatively small size of firms
Attitude towards global branding is weak

5. Top 10 Global Brands
Source: Robert Berner and David Kiley (2005) “Global Brands,” Business Week, August 1, 2005, p

6. Canada’s Best Brands
Source: Timothy Woolstencroft and Jeannette Hanna, “Well-managed Brands is All About Creating Customer
Experiences,” Spencer Francey Peters: Media Room. July 29, 2004.

7. Multiple National Brands
Global Branding May Not be Possible
Translation has obscene meaning in foreign language
It does not appeal to patriotic consumers
Local brand has more market share or awareness
Foreign country is reputed for the product (technology in Japan)
Needs adjustments for
Type of product
Diversity
Market needs and preferences
Country Image Effect
English Tea, French Perfume, Chinese silk, Italian leather…
Adjust brand name that sounds close to the language of the country
Country of Origin Effect
Mandated requirement to write made in …
Country of base material – Canadian law (cloths)
Russians like foreign goods (Finland), but homegrown foods
Europeans have love-hate relationship with US products

11. Private Brands Private Brands typically are not exported
Private Brands are Threat to Foreign Brands
Formidable competitors
High margin
Receive preferential shelf space
Strong in-store promotion
Appeal to consumers
High quality as low price
To maintain market share, global brands need to be priced competitively and provide real value to customers

12. Luxury Brands This sector is growing in emerging markets
Differentiation
Ego satisfying products/services
Key message may Indicate
Success, Confidence, ↑ mobility in Society
Armani
Burberry
Coco Chanel
Ferragamo
Gucci
Hermes
Louis Vuitton
Mont Blanc

13. Other Kinds of Brands

14. Marketing Strategy (Personality)
 some traits are more desirable than others
 some traits may be even undesirable
 your personality should match most closely with the product
 It is an expression of yourself
 Concept of Brand Personality (BP)
 BPs are often the basis for a long-term relationship with brand
How to measure a Brand? (42-item construct)

15. Dimensions of Brand Personality
Excitement
Competence
Sophistication
Daring
Spirited
Imaginative
Up-to-date
Reliable
Intelligent
Successful
Upper class
Charming
Sincerity
Ruggedness
Down-to-earth
Honest
Wholesome
Cheerful
Outdoorsy
Tough
Source: J.L. Aaker, “Dimensions of Brand Personality,” Journal of the Marketing Research, August 1997, p. 352.

16. Communications through brands’ logos 

17. New logo New message ???

18. 2010 changed the logo

19. BP spent $200 m on the logo

20. How Logos/Brands/Messages Evolve…

21. How Logos/Brands/Messages Evolve…

22. How Logos/Brands/Messages Evolve…

23. How Logos/Brands/Messages Evolve…

24. How Logos/Brands/Messages Evolve…

25. How Logos/Brands/Messages Evolve

26. Simple logo

27. Logo Construction

28. Perfume Personality and communications

29. How to communicate through perfume personality

30. Example…

31. Example…

32. Example

33. Group Activities
Identify 5 each (1) Global brands (2) Multiple national brands and (3) Private brands. Justify for putting them in these categories.
Identify 10 Global and Luxury brands and compare them and comment on the differences or similarities; e.g.
Color
Symmetry
Abstract
Harmony
Balance
Complex
Repetition
…choose your own 5 dimensions for the comparisons.