brand simple
DESCRIPTION
PublicitateTRANSCRIPT
![Page 1: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/1.jpg)
BRAND SIMPLE.Cum reusesc cele mai bune
branduri prin simplitate
Asist. Univ. Dr. Ioana Iancu Dep. Comunicare si PR, UBB
branduri prin simplitate
Allan P. AdamsonEd. Publica 2010
![Page 2: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/2.jpg)
The knock-knock game
![Page 3: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/3.jpg)
Originea conceptului de brand• “Brand” – provide de la “brandr” (vechea limba vorbita in
Scandinavia) = a arde (to burn)
• Vikingii isi insemnau animalele cu fierul pentru a le identifica• Sec. XII-XIII, mestesugarii isi insemnau bunurile • In cazul aurarilor, insemnarea era o garantie a calitatii
• Ideea de brand (in conotatiile actuale) – sec. XVIII – detinatorii de distilerii de whisky marcau numele producatorului pe capacul fiecarui butoi
• -> apare concurenta -> nevoia de diferentiere si segmentare a publicului
![Page 4: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/4.jpg)
Ce este un brand?
• BRAND = stare de spirit, asocieri (de obicei pozitive), emotii
• Ex. Florida = stat • Ex. Florida = stat • Ca brand, Florida = soare, golf, palmieri, viata de
noaspte etc.
• Ex. McDonalds = restaurant• Ca brand = copii, veselie, mancare buna etc.
![Page 5: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/5.jpg)
Brand = simplu, captivant, diferit
• Ex. JetBlue (companie aeriana)
– Idee de brand – zborul poate fi distractiv
– Semnalele de brand – angajati amabili, divertisment furnizat pe parcursul zborului (36 de canale TV), gama interesanta de gustari, spatiu mare intre scaune, website accesibil etc.
![Page 6: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/6.jpg)
![Page 7: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/7.jpg)
Brand bun
• Promoveaza o idee simpla si usor de inteles
• Diferit de celelalte de pe piata• Diferit de celelalte de pe piata
• Relevant pentru consumatori si nevoile lor
![Page 8: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/8.jpg)
NU - diferenta de dragul diferentei
• Ex. Philips– TV plat cu sursa speciala de lumina care proiecteaza diverse
culori ambientale pe peretele din spatele televizorului (pentru a conferi adancime unei anumite scene)
• Ex. Heinz• Ex. Heinz– Cartofi prajiti albastri cu aroma de ciocolata -au fost retrasi de pe
piata– Ketchup verde, mov, roz - succes
• Ex. Crystal Pepsi– Bautura incolora, fara aroma de lamaie, gust foarte putin diferit
fata de original – elemente putin relevante pentru consumator
![Page 9: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/9.jpg)
Cercetarea de piata
• Nu scoate la lumina adevarul total
• Consumatorii se comporta diferit atunci cand raspund la niste intrebari (ati cand raspund la niste intrebari (ati cumpara cartofi prajiti albastri) fata de momentul cumpararii propriu zise
![Page 10: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/10.jpg)
Relevanta brandului
• Multe branduri mari incep ca branduri de nisa– Isi mentin diferenta, relevanta si simplitatea
ideilor pe masura ce crescideilor pe masura ce cresc
• Trecerea prea rapida de la un brand de nisa la unul de anvergura poate fi fatala
![Page 11: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/11.jpg)
BAV – Brand Asset Valuator
• Instrument de diagnosticare care ajuta la evaluarea unui brand in raport cu altele
• 4 dimensiuni ale marcii:• 4 dimensiuni ale marcii:– Diferentierea – Relevanta – Valoarea– Cunoasterea
![Page 12: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/12.jpg)
BAV – Brand Asset Valuator
• Diferentiere + relevanta = forta brandului– Diferentierea > relevanta => bun de nisa puternic– Diferentierea < relevanta => bun de consum (pretul
devine principalul motiv de achizitionare)
• Valoare + cunoastere = statura brandului– Valoare > cunoastere => buna reputatie– valoare < cunoastere => periculos
![Page 13: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/13.jpg)
HBO (Home Box Office)
• Strategie: vinderea de programe TV• Diferenta: furnizeaza programe care nu
pot fi gasite pe alte posturi
• “Nu este vorba despre televiziune, ci despre HBO”
![Page 14: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/14.jpg)
Promisiunea brandului
• Calitatea unui brand = experienta pe care acesta o ofera
– Daca promiteti un zbor amuzant, un zambet la – Daca promiteti un zbor amuzant, un zambet la imbarcare nu este suficient
– Daca promiteti ca detergenul scoate petele, asigurati-va ca detineti tehnologia necesara
![Page 15: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/15.jpg)
Brand…Branding
• Brand ≠ Branding
• Brand = ideea, emotiile, asocierile
• Branding = modul in care este fixata semnificatia diferentiata a brandului in mintea consumatorului, transmiterea ideii
![Page 16: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/16.jpg)
Semnale de branding
• Elemente externe evidente: logo, nume, culori, fonturi, imagini, promotii, design, canale de distributie
• Elemente care tin de experienta: modul in care functioneaza, senzatiile date de produs
![Page 17: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/17.jpg)
Semnale de branding
![Page 18: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/18.jpg)
Dove
“O patrime crema hidratanta”
![Page 19: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/19.jpg)
Cand consumatorii se simt inselati…
• Country Time Lemonade – amestec de limonada pudra cu gust traditional– DAR apere Minute Maid:
» Minute Maid – facut din sucul a 20 de lamai» Minute Maid – facut din sucul a 20 de lamai» Wyler’s – facut din sucul a 2 lamai» Country Time – facut din 0 lamai
– Consumatorul nu trebuie inselat niciodata!
![Page 20: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/20.jpg)
Provocarea brandului• Este vorba despre individ – indivizii au devenit mai complicati, mai
sensibili la detalii, mai critici, mai neincrezatori
• Lumea se misca mai repede – tehnologie avansata, mesajele sunt mai scurte
• Consumatorul decide modul in care se raporteaza la piata si media • Consumatorul decide modul in care se raporteaza la piata si media – actionam pe baza scurtaturilor decizionale, exista prea multe informatii si prea putin timp si rabdare, consumatorii au nevoie de mesaje minimale
• Context global – dar culturi si legislatii diferite
![Page 21: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/21.jpg)
Scurtaturi simbolice
![Page 22: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/22.jpg)
Prescurtari ortografice
• Ms - merci• Cp – cu placere• Brb – be right back• Pls – please • Pls – please • Dk – daca• Nb – noapte buna• Tnx, 10q – Thank you • Dnd – do not disturb
![Page 23: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/23.jpg)
Sindromul atentiei deficitare
• Simptomul unei lumi comerciale haotice• Prea multe posibilitati de alegere si prea putine
distinctii intre ele
• Solutia: a spune ceva simplu, diferit si relevant
![Page 24: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/24.jpg)
Cum reusesc cele mai bune branduri?
• Care este strategia de afaceri?
• Ce reprezinta brandul pentru clienti?
• Puteti respecta promisiunea facuta de ideea de brand?
![Page 25: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/25.jpg)
1. Ideea de brand
![Page 26: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/26.jpg)
Apel la imagini
![Page 27: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/27.jpg)
• Spalatul vaselor nu este distractiv, izoleaza
• Dawn (detergent in US): “Pentru ca aveti • Dawn (detergent in US): “Pentru ca aveti lucruri mai bune de facut”
![Page 28: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/28.jpg)
Observarea lucrurilor evidente
• Jerry Seinfeld:– “ai observat vreodata ca oamenii manaca
doar partea de sus a brioselor? Oare de ce producatorii de briose nu fac doar partea de producatorii de briose nu fac doar partea de sus, in loc sa iroseasca atata aluat?”
– “Te-ai intrebat vreodata de ce cainii nu au buzunare? Pentru ca nu au bani, insa, intr-un fel sau altul, se descurca ei.”
![Page 29: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/29.jpg)
Idee diferita
• Aqua Carpatica
– Campanie pentru scrierea nivelului de nitrati pe sticlele de apa platape sticlele de apa plata
![Page 30: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/30.jpg)
![Page 31: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/31.jpg)
• Numiti un brand si ganditi-va ce il face unic?
![Page 32: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/32.jpg)
3 intrebari esentiale
• Cui vreti sa va adresati?
• Pe cine vreti sa invingeti?
• Cum veti invinge?
![Page 33: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/33.jpg)
Promisiune reala
• Vindeti ceea ce promiteti ca vindeti!
• “nimic nu omoara un brand mai usor decat nerespectarea promisiunii”nerespectarea promisiunii”
![Page 34: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/34.jpg)
Johnson & Johnson
• Samponul pentru copii “No more tears”
![Page 35: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/35.jpg)
Pixar film studio
• Copii de astazi sunt mult mai sofisticati decat cei de acum 10 ani (sunt influentati de jocurile video si internet)
• Copiii, de obicei, nu merg singuri la cinematograf
• Crearea unor filme de animatie pe calculator pe care parintii sa doreasca sa le vizioneze impreuna cu copii
• Toy Story, Finding Nemo, The Incredibles, Cars, Ratatouille, Monsters, WallE, Up etc.
![Page 36: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/36.jpg)
2. Extragerea ideii de brand
![Page 37: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/37.jpg)
Reducerea ideii de brand
• Telefonul fara fir = rezultat distorsionat• Extragerea ideii de brand ≠ telefonul fara
fir
• O singura fraza semnificativa– Toata lumea sa auda acelasi mesaj si sa il
inteleaga la fel
![Page 38: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/38.jpg)
O idee simpla si relevanta
• Herbert Hoover (31 Pres. US): “Un pui in fiecare oala si o masina in fiecare garaj.”
• Ronald Reagan: “O duceti mai bine decat • Ronald Reagan: “O duceti mai bine decat acum 4 ani?”
![Page 39: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/39.jpg)
Instinctele
• “Oamenii asculta cu stomacul, nu cu urechile.” (Th. Friedman, jurnalist New York Times)
• Inainte de detalii despre produs, este nevoie de relationare la nivel emotional
![Page 40: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/40.jpg)
Numele brandului
![Page 41: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/41.jpg)
Numele
• Punerea intr-un singur cuvant a ideii de brand
![Page 42: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/42.jpg)
Numele bune
• Criterii strategice– Surprinde ideea brandului in mod semnificativ– Adecvat, captivant, scurt, memorabil, diferit– Suficient de larg in cazul diversificarii produselor
• Criterii lingvistice– Semnificatie adecvata in toate limbile si culturile– Usor de rostit si scris
• Criterii juridice
![Page 43: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/43.jpg)
Tipuri de nume
• Forma– Real (se gaseste in dictionar)– Creat (inventat / alaturarea unor elemente)
• Continut– Descriptiv (explica un avantaj, o
caracteristica)– Asociativ– Abstract
![Page 44: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/44.jpg)
Exemple de tipuri de nume
REAL INVENTAT
ABSTRACT Apple Google, Kodak
ASOCIATIV Farmec, Dove, Chicco
Opticris, Jolidon
DESCRIPTIV Decathlon Microsoft, Facebook
![Page 45: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/45.jpg)
Apple
![Page 46: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/46.jpg)
Apple
• “Marul muscat”
![Page 47: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/47.jpg)
Numele
• Apple – inspirat de la casa de discuri a Beatles (Apple Records) – muzica preferata a lui S. Jobs.
• McIntosh (un tip de mar) -> Macintosh -> Mac
![Page 48: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/48.jpg)
Isaac Newton sub mar –primul logo
![Page 49: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/49.jpg)
Apple Marketing Philosophy (Markulla)
• Empathy: “we truly understands their needsbetter than any other company”
• Focus: “In order to do a good job […] we must eliminate all of the unimportant opportunities”eliminate all of the unimportant opportunities”
• Input: “We may have the best product, the highest quality, the most useful software […] if we present them in a creative, professional manner, we will input the desire qualities”
![Page 50: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/50.jpg)
“When you open the box of an iPhone or iPad, we want the
tactile experience to set the tone for how you perceive the product”
Steve Jobs
![Page 51: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/51.jpg)
Semnalele de brand
![Page 52: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/52.jpg)
Semnale de brand
• Orice forma de exprimare a brandului– Ambalaj– Publicitate– Site– Site– Design produs– Functionalitate– Etc.
![Page 53: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/53.jpg)
Apple – semnale de brand
• Cutii pentru ambalaj extrem de impresionante, atragatoare, captivante
• Casti albe si neconventionale• Casti albe si neconventionale
• Magazine Apple neaglomerate, albe, moderne
• Vanzatori amabili
![Page 54: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/54.jpg)
KFC
• Reducerea numelui (Kentucky Fried Chicken) la KFC
• Colonelul Sanders (traditie, autenticitate)
• Dungi rosii, groase, similare celor de pe pista de atletism (viteza)
![Page 55: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/55.jpg)
Dove
• “1/4 crema hidratanta” – sapunul Dove nu usuca pielea – promisiune respectata
• 2004, Unilever, studiu global asupra preceptiei frumusetiipreceptiei frumusetii– Doar 2% dintre femei se considerau frumoase
(modele media)– Era nevoia de largirea definitie frumusetii –
“Campania pentru o adevarata frumusete” (schimbarea stereotipurilor)
![Page 56: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/56.jpg)
![Page 57: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/57.jpg)
Sephora
• Design deschis al magazinelor• Produse la indemana• Existenta testerelor• Pretul la vedere• Pretul la vedere
![Page 58: Brand Simple](https://reader034.vdocuments.pub/reader034/viewer/2022052210/557212a6497959fc0b90a991/html5/thumbnails/58.jpg)
Bibliografie• Adamson, Allan P. Brand Simple.
Cum reusesc cele mai bune branduri prin simplitate. Editura Publica 2010.
• Isaacson, Walter. Steve Jobs. Simon&Schuster, 2011.
• http://liviualexa.ro/?s=aqua+carpatica
• http://cgull8m.hubpages.com/hub/Why-Apple-is-Apple-History-of-the-brand-name