How to win in the market place, using FSSC as a brand?

Transcription

1 How to win in the market place, using FSSC as a brand? Jorge Labadie

2 Topics for today What is a brand anyway? - 10 min Why should we care? - 5 min How do we build a strong brand? - 20 min Choosing brand elements that help building your brand 20 min Questions discussion 5 min

3 What s a brand anyway?

4 Imagine today would be your funeral

5 About your favorite brand Now think about your favorite brand and write down the associations that come to mind, when thinking of this brand. What kind of associations are they? Are they positive? Are they unique to this brand?

6 Why should we care?

7 Top 10 Global Best Brands (2013)

8 How do we build a strong brand?

9 Building strong brands - Keller Resonance 4. Relation What about you and me? Attachment & Activity Judgments Feelings 3. Reaction What about you? Attitudes Performance Imagery 2. Image Who are you? Associations Salience 1. Awareness Who are you? Awareness Keller CBBE Model Today s Focus

10 Is building CBBE different for B2B? Leek & Christodoulides, (2011)

11 First level - Brand awareness Depth of brand awareness How easy is the brand being activated Recall vs. recognition. Breadth of brand awareness The number and variety of situations in which the brand is being activated.

12 From Awareness Brand Associations (2 nd level) go home chocolate high calorie coffee Let s have a break! red hungry beer Brand awareness When will brand node be activated in your customer s mind? Which other nodes must be activated to activate brand node? Link from other node to brand node (arrow coming in) Brand image/associations Once brand node activated, which other brand-related nodes activated? Link from brand node to other node (arrow going out) Note Multiple paths possible within an associative network Nodes that activate the brand node (awareness) are part of brand s associative network (image)

13 What kind of associations do we need? Points of Parity (POP) Strong, favorable, but not unique associations Establish category membership No reason not to buy Points of Difference (POD) Strong, favorable and unique associations Unique selling point (USP) Reason to buy

14 PoP s and PoD s for McDonald s Strong Comes up easily Strong link to brand node Favorable Every association has a direction Can differ per person! e.g. Celebrity phone Unique Node that is NOT part of competitors associative networks! (Henderson et al., 1998)

15 Strong, Favorable and Unique criteria Can associations help customers get to next level of the pyramid? Strong + Favorable + Unique What would be the WORST combination of SFU?

16 Branding of CSR labels Assessing CSR labels on POP s and POD s

17 CSR brands towards the environment Marketing communication interpretation Green, organic products (production) Energy safe (during use) Recyclable materials (after use) Logo translation Green/organic Energy safe Recyclable

18 CSR brands suppliers / consumers Marketing communication interpretation Selected suppliers Fair prices Sustainable production Marketing communication interpretation Safe to use Good for your health

19 Yet no CSR label on Food Safety? Because: Food safety is the ultimate POP? Doesn t make a difference? Irrelevant? How about in five years time and thereafter?

20 POP s and POD s of FSSC POP s Strong and favorable GFSI acknowledged ISO standard Global availability POD S AND unique Independent Not-for-profit Quality Improvement

21 Choosing brand elements that help building your brand to be strong, favorable and unique

22 What s in (brand) name 50% 50% GERTRUDE Elizabeth 20% 80%

23 And it s not just name

24 Criteria for Choice/Evaluation Memorability Recall Recognition Meaningfulness Product category Attributes/benefits Likability Visual/verbal imagery Aesthetics/sensory experienc Transferability Regions Product categories Adaptability Flexibility Over time Protectability Legal Competition Brand awarenes s Brand associations Brand attitude Brand extension Brand revitalization Brand protection Offensive Brand equity building CBBE pyramid Defensive /strategic Brand equity maintenance and leverage

25 1. Memorable? Brand Names & URLs Logos & Symbols Jingles Design & Packaging

26 2. Meaningful? Brand Names Ingvar Kamprad Elmtaryd Agunnaryd Logos Services Values

27 3. Likeability Brand Names Slogans Characters Design & Packaging

28 So, how does FSSC score? Memorable? Meaningful? Quality Likeable? Transferable? Protectable? Adaptable? And how would your organization / brand score?

29 And how do some CB s score? Memorable Meaningful Likeable Transferable Protectable Adaptable + +/- +/-?? +??? V V V X X +/- V X V

30 And how do some CB s score? Memorable Meaningful Likeable? +/- +/ Transferable Protectable V X V V Adaptable V X

31 Brand elements of Avanade

32 Building brands the quick way using other brands

33 Secondary brand associations Building brands the quick way;-)

34 Sources of secondary associations?? (Keller, 2003)

35 How about this one!

36 And these?

37 Brand elements of Avanade (continued)

38 Thank you for your energy!