B2B Branding Dimensions

title

B2B Branding Dimensions

author

Bernard Szlachta (NobleProg Ltd)

Tell the difference 。

"if everything looks the same, brand makes a difference"

Brand Equity 。

• Perceived quality
• Name awareness
• Brand association
• Brand loyalty

1. Name awareness: Did you hear about the barnds
* BEKO      10%
* SAMUNSG  70%

2. Precieved quality:
Product of which brand has better quality?
* BEKO        10%
* SAMUNSG 50%

3. What do you image (what comes to your mind) when you hear 

Samsung
  * big screens, controlable, relaible

BEKO
  * a washingmachine in my partents plce
  * happy

4. Loyalty:
How likely you are going to buy a product from:
Samsung:  80%
BEKO:  30%

Brand Strategy - what is involved 。

1. Choice of brand architectures
   • from Branded House

1. • to House of Brands (brand portfolio)
2. Choice of brand hierarchy

Microsoft
   Microsoft Windows
        Windows XP
        Windows 7 Premium
        Windows 8 Home
   Microsoft Office
     Professional
     Home 

Apple
   Mac
      iMac
      Macbook
          Profession
          Air
   IPad
  

1. Choice of distinctive brand elements
   • Name
   • Logo
   • Slogan

Brand Strategy - musts。

• Must be consistent
  • consistent impression
  • consistent with offering
  • consistent with corporate strategy and values
• Control touch-points
  • PR/Advertising
  • Customer reviews
  • Proposals
  • Packaging
  • Customer Service

...

Strategic Branding Options (dimensions) 。

Brand width

number of product sold under one brand

• Individual brands (House of Brands, P&G)
• Family brands (Buick, Rolls-Royce etc...)
• Corporate brands (Oracle)

Brand Depth

geographical range: local to international

Brand Length

positioning (mass market to luxurious)

Exercises 。

Assign dimensions to the brand below

• IBM
• Ariel
• Samsung
• Swarovski
• ThinkPad
• Isoflex
• Dove

Brand Hierarchy 。

• IBM
  • ThinkPad
    • ThinkPad X140
      • ThinkPad X140e

Corporate Brands 。

• IBM, Siemens, Oracle, Microsoft, ...
• High Risk
• Low cost
• Hard to focus and be consistent (e.g. cheaper or more premium services under one brand)
• Limits offering market/segment
• Hard to sell part of the offering

Family Brand 。

• Medium Risk
• More expensive
• Consistency within family (e.g. Think Pad)

Individual Brand 。

• Medium low
• Very expensive
• Highly consistent

Exercise 。

Create a branding strategy for your product, include:

• three dimensions (architecture)
• hierarchy
• estimate risks, cost and consistency

Brand Position 。

• Luxury Brand
• Premium Brand
• Standard/Classic Brand
• Essential/Economy Brand

Brand Geographical Coverage 。

Multi-domestic Brand Strategy

e.g. lawyer services in each states in the US

National Brands

can be well potion

use local language, wording

International

harder to find

must work in the countries targeted (e.g. English speaking countries)

Global brand

standardized by may be localized

expensive to develop

Transnational

limited wording

works everywhere (the same message, advertising, etc...)

Brand Elements 。

Visual Identity

• Name
• Logo
• Slogan/Tagline/Strap-line

Brand Story

Visual Identity Attributes 。

• Available (domain, registered trademark)
• Memorable
• Protectable
• Future-Oriented
• Positive
• Transferable to other languages and cultures

Brand Identity 。

• Actual
• Conceived
• Desired
• Ideal
• Communicated

Brand Name 。

• Name of founders (Dell, HP, Siemens ...)
• Descriptive (British Airways, Deutsche Telekom...)
• Acronyms (IBM, BASF, LG, EADS)
• Fabricated names (Accenture, NobleProg, Xerox)
• Metaphors (Oracle, Apple)

Slogan 。

• Life's Good
• The World's Local Training Provider
• Invent (HP)

Brand Story 。

• Legend
• Michelin

Exercises

Design your brand elements

Brand Building Tools 。

• Personal Selling (friends, family)
• Direct Marketing
• PR
• Shows, Fairs
• Advertising
• Sponsoring

Brand Evaluation 。

• Research - brand awareness
• Financial - how much the brand is worth as an asset
• ROI

Combining Brands 。

• Hierarchy of Brands
• Co-Branding
  • Ingredient Branding (Lenovo, Intel, Microsoft or Shimano)
  • Joint Ventures, partnerships, takeover (Sony-Ericsson, Goldman Sachs, Ebay/Paypal)

Ingredient should capture an essential part of the end product

Ideally if brand is recategorized by two distinct number of people (Fujitsu-Siemens)

Exercise

1. Discuss possibility of co-branding 2. Do the groups who know two brands overlap?

Inbrands types 。

• Components Materials (Nylon, Lycra, etc...)
• Component Parts (Intel, Shimano)

Pull vs Push 。

• Pull - marketing towards consumer -(Intel)
• Push - marketing towards manufacturer - (Oracle)

Exercise

Develop both strategic and compare cost/efficiency of them

Alternative Brand Bulding 。

• Sponsored Blogs
• Viral Marketing