Launch a Product or Service

Скачать 146.35 Kb.
НазваниеLaunch a Product or Service
Размер146.35 Kb.
  1   2   3   4
Sneak Preview

Branding 123

Build a Breakthrough Brand

in 3 Proven Steps

Product Launch 123

Launch a Product or Service

in 3 Proven Steps

Barry Silverstein

123 eGuides

Smashwords Edition

Copyright 2011, Barry Silverstein

123 eGuide is a trademark of 123 eGuides

Smashwords Edition, License Notes

Thank you for downloading this free eBook. This special free 123 eGuide is a “Sneak Preview” of two new eGuides, Branding 123 and Product Launch 123. are welcome to share it with your friends. This book may be reproduced, copied and distributed for non-commercial , provided the book remains in its complete original form.

For more information about either Branding 123 or Product Launch 123, please visit the publisher’s website:

To order Branding 123 for just $2.99 in any eBook format, go to:

To order Product Launch 123 for just $2.99 in any eBook format, go to:

Thank you.

Table of Contents

About Branding 123

Excerpt from Branding 123

About Product Launch 123

Excerpt from Product Launch 123

About the Author

About 123 eGuides

About Branding 123

Branding 123: Build a Breakthrough Brand in 3 Proven Steps is an authoritative eGuide that offers small businesses with fledgling brands the opportunity to apply proven strategies and techniques used by the big guys.

Branding expert Barry Silverstein, co-author of The Breakaway Brand (McGraw-Hill) provides readers with a comprehensive yet simple plan to follow so they can (1) build a brand positioning statement, (2) build a brand identity, and (3) build a brand marketing plan. Specific examples and a wealth of additional resources are included. Written clearly and concisely, Branding 123 has everything you need to build a breakthrough brand.

Branding 123 contains information about:

- the rational and emotional sides of brands

- how brands are built to last

- how and why some brands become cultural icons

- how great brands break through

- the impact of globalization on brands

- brand successes and failures

- the difference between branding a company and a product

- building a brand position

- understanding the competition

- understanding the audience

- how to create a brand positioning statement

- brand differentiation

- how to name a brand

- how to create a brand logo

- how to develop a brand slogan

- brand packaging

- establishing a brand identity

- creating a brand marketing strategy

- using integrated media for brand promotion

Together, Branding 123 and Product Launch 123 provide small business owners and product developers with the information they need to brand their businesses and launch new products or services.

Excerpt from Branding 123

Branding Basics

Do you think creating a breakthrough brand is something only really big companies can do?

Not true. The same branding principles employed by world-class marketers can be applied to any company, large or small, or any product or service.

This eGuide is intended to give you a jump start in building your brand from the ground up. It is designed around one thing: to help make your brand a breakthrough brand, because that’s what a brand needs to be to succeed today.

Before we get started, let’s cover some branding basics.

What is a Brand

Contemporary brands probably got their start with the Industrial Revolution. Once products were mass produced, it became more important to distinguish one product from another, and one manufacturer from another, especially if a product had competition.

A good example of this is Coca-Cola, invented in 1886, and Pepsi-Cola, invented in 1893. These products were very similar: They were brown colored, sweet flavored carbonated water with brand names that sounded alike. In the early days, even the typeface used to represent the products looked alike. (By the way, here’s an interesting historical note: The soft drink Dr. Pepper was actually concocted in 1885, a year before Coca-Cola was invented. But obviously, this brand did not have the same breakthrough qualities as Coca-Cola, which became and still remains the leading soft drink brand.)

From the earliest days, Coca-Cola was regarded as the “original” cola and attempted to distinguish its brand from Pepsi-Cola, at first by creating a uniquely shaped bottle. Even today, “Coke” and Pepsi continue to battle it out as the Number 1 and Number 2 cola brands. In the branding world, this huge fight has often been called the “Cola Wars.”

Today, the number of company and product brands is overwhelming. Tens of thousands of new consumer products are introduced each year. While some of them might be “brand extensions” – new products, but with the same brand name as an already existing product – many of them are given brand new brand names.

So a brand can be either a company name, like Apple, for example, or a product name, like iPhone. Sometimes the company brand name and the product brand name are the same, as in Coca-Cola (the company) and Coca-Cola (the product). But just as often, the product brand name becomes a kind of “super-brand,” the core of a series of brand names that might be called sub-brands. Some of the Coca-Cola sub-brands include Diet Coke, Caffeine-Free Coke, Coca-Cola Cherry, Coca-Cola Vanilla, and Coke Zero.

A brand can be represented by the name alone, but more often than not it is represented by a distinctive type treatment (logotype), or a graphic symbol (logo or mark). When a brand is marketed in a particular way that draws attention to it, it can achieve brand awareness – it is recognized by people – and it can develop a brand image – a way in which people perceive the brand (which could be good, bad, or indifferent).

High brand awareness and a very positive brand image may result in brand preference – that’s when a consumer prefers or picks one brand over another. Sometimes high brand awareness and a positive brand image can also result in a brand becoming a category leader – that means it becomes the top brand in a particular category, determined either by market share or by consumer brand preference.

People Think and Feel About Brands

This is an important concept in building a breakthrough brand: brands have both rational and emotional appeal. People think about brands, but they also have feelings about brands.

The rational aspect of a brand is the part of the brand that appeals to a consumer’s rational mind – the brain, the head, the thought process, whatever you want to call it. The emotional aspect of a brand is the part of the brand that appeals to a consumer’s emotions – that person’s heart and soul – how that person “feels” about a brand.

If a brand appeals to a consumer on both a rational and emotional level, it has a very strong chance of becoming a memorable, long-lasting brand. Brands that accomplish this often achieve category leader status.

How does a brand appeal to both the rational and emotional sides?

Basically, the rational argument for a brand involves conveying sensible, practical facts in the brand’s marketing messages. Depending on the product, it may be facts such as saving money, protecting the environment, or offering high quality.

The emotional side is quite different, however. Typically, to evoke emotion, a brand has to make a compelling case or paint a picture that creates a certain feeling. Instead of facts, the emotional side of the brand deals with benefits and feelings – things that make the consumer feel good. Often a brand will lead with the emotional aspect because it has higher impact (and it is less rational) so it might create a desire on the part of the consumer to purchase the brand. The rational aspect is then used to support the purchase decision.

A good example of how the rational and emotional sides come into play in brand marketing is the way Miller Lite beer was first marketed in 1975. At the time, there was no other light beer, so Miller had to find a way not only to promote the beer, but to actually introduce a new beer category. The branding message, or slogan, the company came up with was: “Tastes Great. Less Filling.”

Let’s analyze that slogan. Notice that it really embeds both the emotional and rational appeal of a light beer. You might say that “tastes great” plays to the emotional side, because great taste is what connects emotionally with most beer drinkers, while “less filling” could be interpreted as a rational message, implying that a Miller Lite beer drinker would be subject to less bloating and, potentially, would avoid weight gain (which for some people is a very emotional issue, too!)

Miller Lite’s branding strategy worked. At the time of Miller Lite’s introduction, Miller was the number four brewery in the U.S. By 2004, the Miller Lite brand helped Miller rise to number two. Miller Lite created a revolution as other beer breweries started to produce light beer brands to compete with Miller Lite.

Brands that are Built to Last

In July 2009, BusinessWeek magazine reported on the “Top 25 Healthiest Brands,” based on consumers’ perceptions across six categories. Here’s what is striking about the report: 15 of the top 25 healthiest brands are over 50 years old, and 8 of them are over 100 years old. The century-old brands include such well-known names as Campbell’s Soup, Black and Decker, Coca-Cola, Johnson & Johnson, and Whirlpool.

There is no better proof of a brand’s lasting power than its ability to appear on a contemporary list of top brands and yet be over 100 years old. In fact, the five century-old brands mentioned above are generally regarded as not only healthy brands, but leaders in their categories. They all have high brand awareness, largely positive brand images, and generate a high degree of brand preference.

How does this happen? For the most part, a brand that is built to last becomes known for particular company or product attributes that are valued by consumers. Consumers get to know the brand and come to depend on it to deliver the same quality, day in and day out, year after year. Some brands are even “passed down” from generation to generation, either literally or figuratively. Consumers rely on, prefer, and eventually demonstrate loyalty to the brand, not only by purchasing it repeatedly, but telling family and friends about it (and today, via social media, telling lots of acquaintances about it). In a sense, they become “brand fanatics.”

When this happens, a brand works its way into the daily life and lifestyle of the consumer, and it can even become a cultural icon.

Brands as Cultural Icons

Can a brand really become a cultural icon? Oh yes. When a brand is so tightly woven into the fabric of many consumers’ lives, it becomes part of the culture.

Before the digital revolution, there was one company that was so well-known for its ability to make copies of things that its name became a substitute for the copying process. In offices all around the world, you would hear bosses tell their assistants, “Make a Xerox of this.” The company name “Xerox” was at risk of becoming a generic term because it was so widely used.

The same thing happened to a particular brand of tissues that represented the entire tissue category: “Could you get me a Kleenex?”

When a person says, “Please get me a Coke,” they may be referring to any kind of cola soft drink that’s available, not just Coca-Cola.

When it comes to delivering something overnight, people often say “FedEx it.” In fact, that’s one of the reasons Federal Express eventually changed its brand name to FedEx.

All of these brands were category leaders, but they also became cultural icons, because they actually worked their way into our everyday vocabulary. Some brands are so iconic that they become what Kevin Roberts calls Lovemarks in his book of the same name. Roberts, CEO of ad agency Saatchi & Saatchi, says in his book, “Consumers are becoming more and more attracted to where the Love is. Every Lovemark, whether it’s a breakfast cereal, a shoe, a car, or a country, must both love and respect consumers and the world those consumers live in.”

Remember what we said about the emotional appeal of a brand? The ultimate emotional appeal is when a consumer loves a brand. That is a very emotional reaction. The kind of emotional reaction that happens with iconic brands like Apple, Nike, and Starbucks.

People who buy Apple’s products don’t just like the brand, they love it. Those buyers are among the most loyal brand followers. Many of them can’t wait until Apple releases its next product.

Nike has engendered the same kind of brand fanaticism. Nike lovers will pay a premium price for shoes or athletic gear branded with the renowned Nike “swoosh” logo. They’re the athletes who live by Nike’s slogan, “Just do it.” The Nike swoosh, by the way, appears on much more than the company’s product line – Nike strikes deals with sports teams and leagues to emblazon its logo on every player’s uniform and sometimes around sports stadiums.

Starbucks may not have invented coffee or the latte, but it capitalized on the coffee craze by making it hip and contemporary. During Starbucks’ expansion years, it wouldn’t be hard to find the Starbucks logo on storefronts within blocks of each other in larger cities. (That expansion has since come to a halt because of declining revenues driven by tough competition and global economic conditions.) A Starbucks enthusiast “couldn’t live” without a daily stop at a Starbucks store.

  1   2   3   4


Launch a Product or Service iconI have a product and/or service that I think the travelling public can use. Who shall I contact?

Launch a Product or Service iconA process Model of Successful Supplier Integration into New Product/Process/Service Development

Launch a Product or Service iconAccidental Launch Accidental Launch – A2 China

Launch a Product or Service iconSoya yoghurt is a product not yet available commercially. If incorrect cultures are used for the manufacture of the yoghurt, a vile tasting product is prepared

Launch a Product or Service iconAcse association Control Service Element сервисный элемент ассоциированного управления acts
Смis common Management Information Service сервис общей управляющей информации
Launch a Product or Service iconAT: Accidental Launch/Nuclear War 10

Launch a Product or Service iconProduct and market schedule: The Product and Market Schedule, attached hereto as

Launch a Product or Service iconLiterati and Glitterati Meet at Hepburn Center Launch Gala

Launch a Product or Service iconThe special commissioners (1) dsg retail limited (2) mastercare coverplan service agreements limited (3) mastercare service

Launch a Product or Service iconAccidental launch will cause a full-scale U. S. Russia war which leads to extinction

Разместите кнопку на своём сайте:

База данных защищена авторским правом © 2014
обратиться к администрации
Главная страница