https://training-course-material.com/index.php?action=history&feed=atom&title=B2B_Branding_Dimensions 2026-05-23T20:52:46Z Revision history for this page on the wiki MediaWiki 1.45.1 https://training-course-material.com/index.php?title=B2B_Branding_Dimensions&diff=22283&oldid=prev 2014-09-16T12:37:57Z

<p><span class="autocomment">Pull vs Push 。</span></p> <p><b>New page</b></p><div>[[Category:Brand Management|02]]<br /> <br /> &lt;slideshow style=&quot;nobleprog&quot; headingmark=&quot;。&quot; incmark=&quot;…&quot; scaled=&quot;true&quot; font=&quot;Trebuchet MS&quot; &gt;<br /> ;title: B2B Branding Dimensions<br /> ;author: Bernard Szlachta (NobleProg Ltd)<br /> &lt;/slideshow&gt;<br /> <br /> == Tell the difference 。==<br /> &quot;if everything looks the same, brand makes a difference&quot;<br /> <br /> == Brand Equity 。==<br /> * Perceived quality<br /> * Name awareness<br /> * Brand association<br /> * Brand loyalty<br /> <br /> <br /> 1. Name awareness: Did you hear about the barnds<br /> * BEKO 10%<br /> * SAMUNSG 70%<br /> <br /> 2. Precieved quality:<br /> Product of which brand has better quality?<br /> * BEKO 10%<br /> * SAMUNSG 50%<br /> <br /> 3. What do you image (what comes to your mind) when you hear <br /> <br /> Samsung<br /> * big screens, controlable, relaible<br /> <br /> BEKO<br /> * a washingmachine in my partents plce<br /> * happy<br /> <br /> 4. Loyalty:<br /> How likely you are going to buy a product from:<br /> Samsung: 80%<br /> BEKO: 30%<br /> <br /> == Brand Strategy - what is involved 。==<br /> # Choice of brand architectures<br /> #* from Branded House <br /> http://misspdf.files.wordpress.com/2012/04/brand-tree.jpg<br /> #* to House of Brands (brand portfolio)<br /> # Choice of brand hierarchy<br /> Microsoft<br /> Microsoft Windows<br /> Windows XP<br /> Windows 7 Premium<br /> Windows 8 Home<br /> Microsoft Office<br /> Professional<br /> Home <br /> <br /> Apple<br /> Mac<br /> iMac<br /> Macbook<br /> Profession<br /> Air<br /> IPad<br /> <br /> # Choice of distinctive brand elements<br /> #* Name<br /> #* Logo<br /> #* Slogan<br /> <br /> == Brand Strategy - musts。==<br /> * Must be consistent<br /> ** consistent impression <br /> ** consistent with offering<br /> ** consistent with corporate strategy and values<br /> * Control touch-points<br /> ** PR/Advertising<br /> ** Customer reviews<br /> ** Proposals<br /> ** Packaging<br /> ** Customer Service<br /> ...<br /> <br /> == Strategic Branding Options (dimensions) 。==<br /> ;Brand width<br /> :number of product sold under one brand<br /> * Individual brands (House of Brands, P&amp;G)<br /> * Family brands (Buick, Rolls-Royce etc...)<br /> * Corporate brands (Oracle)<br /> ;Brand Depth<br /> : geographical range: local to international<br /> ;Brand Length<br /> : positioning (mass market to luxurious)<br /> <br /> === Exercises 。===<br /> ;Assign dimensions to the brand below:<br /> * IBM<br /> * Ariel<br /> * Samsung<br /> * Swarovski<br /> * ThinkPad<br /> * Isoflex<br /> * Dove<br /> === Brand Hierarchy 。===<br /> * IBM<br /> ** ThinkPad<br /> *** ThinkPad X140<br /> **** ThinkPad X140e<br /> <br /> === Corporate Brands 。===<br /> * IBM, Siemens, Oracle, Microsoft, ...<br /> * High Risk<br /> * Low cost<br /> * Hard to focus and be consistent (e.g. cheaper or more premium services under one brand)<br /> * Limits offering market/segment<br /> * Hard to sell part of the offering<br /> <br /> === Family Brand 。===<br /> * Medium Risk<br /> * More expensive<br /> * Consistency within family (e.g. Think Pad)<br /> <br /> <br /> === Individual Brand 。===<br /> * Medium low<br /> * Very expensive<br /> * Highly consistent<br /> <br /> <br /> === Exercise 。===<br /> Create a branding strategy for your product, include:<br /> * three dimensions (architecture)<br /> * hierarchy<br /> * estimate risks, cost and consistency<br /> <br /> == Brand Position 。==<br /> * Luxury Brand<br /> * Premium Brand<br /> * Standard/Classic Brand<br /> * Essential/Economy Brand<br /> <br /> == Brand Geographical Coverage 。==<br /> ;Multi-domestic Brand Strategy<br /> : e.g. lawyer services in each states in the US<br /> ; National Brands<br /> : can be well potion<br /> : use local language, wording<br /> ; International<br /> : harder to find<br /> : must work in the countries targeted (e.g. English speaking countries)<br /> ;Global brand<br /> : standardized by may be localized<br /> : expensive to develop<br /> ;Transnational<br /> : limited wording<br /> : works everywhere (the same message, advertising, etc...)<br /> <br /> == Brand Elements 。==<br /> Visual Identity<br /> * Name<br /> * Logo<br /> * Slogan/Tagline/Strap-line<br /> Brand Story<br /> <br /> ==Visual Identity Attributes 。==<br /> * Available (domain, registered trademark)<br /> * Memorable<br /> * Protectable<br /> * Future-Oriented<br /> * Positive<br /> * Transferable to other languages and cultures<br /> <br /> == Brand Identity 。==<br /> * Actual <br /> * Conceived<br /> * Desired<br /> * Ideal<br /> * Communicated<br /> <br /> == Brand Name 。==<br /> * Name of founders (Dell, HP, Siemens ...)<br /> * Descriptive (British Airways, Deutsche Telekom...)<br /> * Acronyms (IBM, BASF, LG, EADS)<br /> * Fabricated names (Accenture, NobleProg, Xerox)<br /> * Metaphors (Oracle, Apple)<br /> <br /> == Slogan 。==<br /> * Life&#039;s Good<br /> * The World&#039;s Local Training Provider<br /> * Invent (HP)<br /> <br /> == Brand Story 。==<br /> * Legend<br /> * Michelin<br /> <br /> == Exercises ==<br /> Design your brand elements<br /> <br /> == Brand Building Tools 。==<br /> * Personal Selling (friends, family)<br /> * Direct Marketing<br /> * PR<br /> * Shows, Fairs<br /> * Advertising<br /> * Sponsoring<br /> <br /> == Brand Evaluation 。==<br /> * Research - brand awareness<br /> * Financial - how much the brand is worth as an asset<br /> * ROI<br /> <br /> == Combining Brands 。==<br /> * Hierarchy of Brands<br /> * Co-Branding<br /> ** Ingredient Branding (Lenovo, Intel, Microsoft or Shimano)<br /> ** Joint Ventures, partnerships, takeover (Sony-Ericsson, Goldman Sachs, Ebay/Paypal)<br /> <br /> ;Ingredient should capture an essential part of the end product<br /> ;Ideally if brand is recategorized by two distinct number of people (Fujitsu-Siemens)<br /> == Exercise ==<br /> 1. Discuss possibility of co-branding<br /> 2. Do the groups who know two brands overlap?<br /> <br /> == Inbrands types 。==<br /> * Components Materials (Nylon, Lycra, etc...)<br /> * Component Parts (Intel, Shimano)<br /> <br /> == Pull vs Push 。==<br /> * Pull - marketing towards consumer -(Intel)<br /> * Push - marketing towards manufacturer - (Oracle)<br /> ;Exercise<br /> Develop both strategic and compare cost/efficiency of them<br /> <br /> == Alternative Brand Bulding 。==<br /> * Sponsored Blogs<br /> * Viral Marketing</div>

Bernard Szlachta