Welcome to class of

Brands and Brand Development

by
Dr. Satyendra Singh
Professor, Marketing and International Business
University of Winnipeg
Canada
s.singh@uwinnipeg.ca
http://abem.uwinnipeg.ca
www.abem.ca/conference
 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?

 Brands
• Brand strategy at international level important
• Four Branding Strategies
– Luxury Brands
– Global Brands
– Multiple National Brands
– Private Brands
 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
 Top 10 Global Brands

Source: Robert Berner and David Kiley (2005) “Global Brands,” Business Week, August 1, 2005, p. 90-91.
 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.
 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
 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
 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
Other Kinds of Brands
 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)

 Dimensions of Brand Personality

Brand personality

Sincerity Excitement Competence Sophistication Ruggedness

•Down-to-earth •Daring •Reliable •Upper class •Outdoorsy

•Honest •Spirited •Intelligent •Charming •Tough
•Wholesome •Imaginative •Successful
•Cheerful •Up-to-date

Source: J.L. Aaker, “Dimensions of Brand Personality,” Journal of the Marketing Research, August 1997, p. 352.
Communications through brands’ logos 
 New logo
New message ???
2010 changed the logo
BP spent $200 m on the logo
How Logos/Brands/Messages Evolve…
How Logos/Brands/Messages Evolve…
How Logos/Brands/Messages Evolve…
How Logos/Brands/Messages Evolve…
How Logos/Brands/Messages Evolve…
How Logos/Brands/Messages Evolve
Eco-friendly brands
Simple logo
Perfume Personality and communications
How to communicate through perfume personality
Example…
Example…
Example
 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.