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Branding

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Submitted By leechunghyun
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제1의 공간 : 집/ 제 2의 공간 : 학교, 일터/ 제3의 공간 : 도서관 교회 누구나 하나씩 있음
유럽인에게 제 3의 공간 = 광장(광장 문화가 활성화 되어 있음) -> 스타벅스는 자신들이 제 3의 공간이 되겠다는 목표

[응축성]
현실적인 묘사보다는 무언가를 암시할 때 감동이 온다. ex) 스타벅스는 자리도 편하고 향도 좋구요 오래있어도 쫓아내지 않아요. 커피는 비싸지만 다이어리 때문에 꼭 가야해요~
-> 스타벅스는 휴식이다! 라는 말보다 크게 감동을 주는 말은 없음
즉 응축되고 은유했을 때 더 큰 감동이 된다. 브랜드가 그저 경영학이 아닌 이유. 인문학도 포함
[브랜드에 대한 정보를 나열하지 말고 응축해야 한다]
[단순히 줄이라는 게 아니라 핵심을 찾아야 한다] - 소비자들이 이 응축된 말에 공감을 해야 함. ex) 서울을 가지고 마인드맵 진행 -> ‘열정’으로 응축, 공감해야 함

자연주의 : 사실주의 보다는 뒤에 나옴. 자연주의는 사실주의 보다 조금 더 과학적, 자연친화적이다.
독일의 자연주의 문화 : 정말 딱딱 -> 정밀 묘사 한편을 보는 느낌을 줌 : 감동 느끼기가 어려움.

ex) 책을 요약해 오라는 과제를 내주시면 : 맨 앞에 땅 말하고(책에 나온 문장) 밑에 풀어 씀.
그런데 summary 는 이게 아님. 책에 있는 문장을 따라 쓰면 안 돼. 하나로 응축해야지

[갈색, 쓸쓸함...]
가을, 커피, 고뇌, 낙엽, 외로움, 고독 -> 고독의 맛 가나 초콜렛 (원래 초콜렛은 달콤함 사랑 이런건데 특이한 컨셉을 잡은 것임. 남들과 다른 나만의 컨셉)

ZMET : Zaltman Metaphor Elicitation Technique
브랜드는 한 가지 대상을 두고 브랜드를 보고 떠오르는 생각을 2주동안 써놓게 하고 관련된 사진이나 그림을 그리도록 함. 많이 등장하는 그림이나 사진들을 가지고 콜라주를 만듬.
중복되게 많이 가져온 그림을 이용해 무의식적인 제품의 컨셉을 잡는다.

ex) 코카콜라 사례 : 시원하고 즐기면서 노는 사진을 가져올 줄 알았는데, 향수적인 할아버지 사진을 가져오기도 하고 따뜻한 사진들을 가지고 오기도 했음 -> CEO : “우리는 코카콜라의 반밖에 몰랐다” : 푸근함, 가족적인 것을 부각시키기 시작함.

Zmet 도 브랜드 컨셉을 잡아나가는 것 중 하나임.

[Passion, smile, love, eternity] -> 행복, 희망, 즐거움으로 응축 가능

[창의성]
“컨셉의 표현” = 남과 다름이 필요

creative 부분 = 컨셉을 잘 전달하게 해 주는 것 “How to say, creative의 부분으로 갈 수 있음”
● 응축한 컨셉을 소비자에게 창의적인 표현으로 전달하는 것이 중요하다

자동차 쌓여 있는 사진 – volvo가 떠오름. 컨셉 = 안전하다, 단단하다 -> 쓸데 없는 표현이나 미성보다는 간단한 사진 하나가 더 강력하게 전달해 주고 있음.
신문지에 볼보 부분만 안구겨지는거 -> 웃기게 유머러스하게 전달하고 있음. 창의적으로
안전하면 볼보가 떠오르기 마련임. 이러한 웃기고 임팩트 강한 광고를 통해

[전략적 근거 없는 표현의 모방?]
아이맥 : 색깔, 누드 디자인 -> 이뒤로 나오는 제품들은 예쁘고 특이한 디자인의 제품들이 나옴.
연필깎이도 속이 들어다 보익, 계산기도 누드로 나오지, 스피커도 누드로 나옴 -> 다들 이렇게 카피하기 시작.
(애플이 트렌드가 되어버린 것) : 이러한 컨셉없는 단순한 모방은 의미가 없음

[창의성은 어디서 오는가?]
“창의적인 아이디어는 철저한 몰입에서 나온다” ex) 교수님도 타이어를 바꾸려고 하니까 타이어가 보이기 시작했음
얼음은 핵융합을 통해 결정이 생기고 얼음으로 바뀌기 시작함 -> 한꺼번에 딱 변하는 게 아니라 여러 가지 씨앗이 퍼져있다 그게 모여서 아이디어가 생기는 것임.

[지속성]
“잘못된 전략이라도 제대로 밀고 나가면 성공할 수 있다. 반면, 뛰어난 전략이라도 꾸준히 밀지 못하면 반드시 실패한다.” -> 지속성을 가지고 끈기 있게 밀고 가야할 필요가 있는 이유. 즉, 컨셉의 유지가 굉장히 중요함

NEX 맥주 : 소비자가 원하는 맛, OB가 찾았습니다. -> 컨셉이 잘 와닿지 않음. 맛은 여러 가지가 있는데..
한달만에 광고를 바꿈 : “나는 NEX, 깨끗하니까” -> 잘 먹히지 않음. 하이트에서 물가지고 지하암반수 가지고 광고
“젊은 맥주, 내 기분은 넥스” “맥주의 맛, 보리가 결정합니다”
“ 캐나다 대평원 해링톤 보리로 만든 맥주, 넥스” (자꾸 바꿔댐)
“넥스의 맛이 바뀌었습니다”
(한달만에 이만큼 바꾼 것) - 700억을 씀
따라서 지속성이 필요함.!! 넥스하면 이거지! 라는 정도라도 심어줄 수 있게 할 필요가 있음

우리나라에 들어오는 포르쉐의 정식 모델을 세워둔 사진 : 컨셉을 디자인에 녹이려고 함. 다 비슷하게 생김 다섯 개
컨셉만 보고 알 수 있을 정도로 디자인도 컨셉을 지키는게 중요함.
“Change it, but do not change it”: creative 로 디자인을 변화시키지 말아야 한다.

[조화성]
“브랜드 확장은 컨셉을 기반으로 하라”
브랜드 가치를 높이기 위해 포트폴리오가 필요하다. 사람들은 간판 제품의 컨셉, 즉 홍보용 제품의 이미지로 브랜드를 기억한다.

[포트폴리오]

수익성

전시성
높음
낮음
높음
판매용
홍보용
(홍보용 제품을 통해 브랜드를 느낌)그래서 손해를 보더라도 만드는 것임
낮음
수익용
구색용
ex) 신라면은 왜 쓸데 없는 라면들을 자꾸 만들까? (농심)

맥도날드, 버거킹, 롯데리아 -> 햄버거 가게 : 맥도날드의 홍보용은? 이 브랜드하면 딱 떠오르는 가장 중요한 제품이어야 함. 빅맥 의외의 다른 햄버거들. 햄버거 단품은 홍보용 -> 세트 메뉴는 판매용(수익이 세트로 시켜야 남)

“ 우리 햄버거 먹으러 가자!” 이러지 “우리 아이스크림 먹으러 가자!” 하지 않는 이유
홍보용 제품이 햄버거니까!

Haute couture : 누구도 못입는 옷임. 완전 오바스러운 디자인 -> 이건 그냥 샤넬이라는 브랜드 홍보용임.
Pret a Porter : 기성복. 우리가 입을 수 있는 옷 -> 이건 판매용임.

그러나 사람들은 샤넬 하면 홍보용인 Haute couture를 생각함.

실제 샤넬이 수익을 내는 제품 = 향수, 화장품. (수익용)
샤넬의 악세사리 = 구색용

[일관성 & 보완성]
● 일관성
“배를 제대로 만들고 싶으면, 일꾼(4P 전술, 전략 단계)들에게 일감을 배분하지 말고, 저 끝없는 바다에 대한 동경심을 품게 하라”
-> 바다에 대한 동경심이 브랜드 컨셉이 될 수 있음. 따라서 브랜드 컨셉은 전사적으로 관리가 되어야 함.
모든 부서가 브랜드 컨셉을 인지하고 있음 ex) 애플에 가면 청소부도 애플의 브랜드 컨셉에 대해 대답할 수 있다.

ex) 스쿨푸드 : 고급스러운 분식이라는 컨셉 -> 직원교육, 매장 인테리어, 사명, 모두 통

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...Institut d’Administration des Entreprises ROLES AND CONSIDERATIONS OF BRAND COMMUNICATIONS IN BRANDING: ADVERTISING, BRAND ELEMENTS, ONLINE ACTIVITIES Mémoire en vue de l’obtention du Diplôme De Master II ès Sciences de Gestion Soutenu par: Mojtaba Jebreili & Dirigé par: Professeur Damien Bo Advisor: Professeur Camelia Akbari Année universitaire: 2009-2010 0 Acknowledgment First of all I want to direct my thanks to my supervisor, doctor Damien Bo and appreciate him for useful feedbacks. Secondly I appreciate my advisor, doctor Camelia Akbari for her useful comments. Finally I would like to thank my family and special thanks to my dear wife who supported me during conducting this thesis just as always. University of Nice 2010 Mojtaba Jebreili i Abstract Brand is a very important element in today's life. Brand management has become a serious task for marketing and branding departments in all firms. While branding is a comprehensive issue dealing with all parts of a company, there are some branding tasks which are specifically accomplished by marketing and branding departments or branding companies. One of these tasks is brand communications consisting of the selection and design of brand elements, advertising and online branding. This thesis focuses on a qualitative review of different aspects of brand communications, while discussing their role in branding. The main questions in this thesis are the role and considerations of brand elements, advertising...

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...The branding management of Tsingtao brewery Tsingtao Brewery Co., Ltd In 2004, China with the output of 27 million tons of beer became the world largest beer producer in the world. At the same time, Tsingtao Brewery Co., Ltd – the Hong Kong and Shanghai listed company had became China’s largest beer producer and exporter, with annual sales of 3.71 million tons of beer. By using four years of time, the company expanded its market share in China from 3% to 13% (1999-2002) and turn out to be the market leader. China’s beer market and segmentation According to the report, the top 10 brewers accounted 55% of the China’s beer market and Tsingtao, Yanjing and China Resources sold 8.1 million tons of beers in 2004. It summed up 30% of the sales. At the meantime foreign brands like Budweiser and Heineken started to enter the market and making profit. Since they occupied the high-end market and that’s the most promising and profitable market in China. They targeted the middle and upper class of the consumers and pricing at 7–9 yuan a can. In contrast Tsingtao was sold around 3.3 yuan. Furthermore in many tier two and three markets local brand beers were sold at 1 yuan. At this point we could segment the beer market into two. The first segment is ‘high price with strong branding’; the other segment is ‘low price with weak branding’. The major players in the first segment were those foreign brands as they did a better job in the marketing and promotion areas. As for the second...

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...TERM PAPER ON Brand Management OF "Tiger Sports" COURSE: Brand Management PREPARED FOR KASHFIA AHMED SENIOR LECTURER DEPARTMENT OF BUSINESS ADMINISTRATION East West University PREPARED BY Fuad Hasan Khan 2008-2-10-287 Prashanta singh 2008-3-10-148 Sheikh Irfan Hussain 2009-2-10-275 MD. Rashedushzaman khan 2009-2-10-126 Ashik Anowar 2008-3-13-041 Date of submission: 29th July, 2012 Executive Summary: The brand or the product we have worked with is Television sports channel in Bangladesh. We have named it as “Tiger-sports”. Our product logo indicates some spiritual and psychological satisfaction of Bangladeshi people. Because for the first time in Bangladesh we introduce official private sports channel which will be broadcasted within the territory of Bangladesh. Our focus would be on hundred percent pure and uniqueness. We have chosen a different television to launch because it would be the first in the market and differentiating would be easier for us. Our opportunity is we are going to launch it for the first time and if we get desired result in positioning in market then we will become the leader in sports television channel market. Our differentiating strategy is its High-definition sports news and game broadcast that no other company has claimed in Bangladesh yet...

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...Brand Extension If you have ever named a boat, a pet or a child, you know how difficult it can be to choose the right name. Despite the importance of the decision, the process seems hit-and-miss and there seem to be few guidelines for getting it right. After agonizing over lists of alternatives, you reject all but one, with no sense of certainty. Later the name seems inevitable – how could you have considered any other name? The Challenge of Naming The naming challenge is compounded in a business environment, where anointing a company with a name is likely to be just the first of many labeling decisions. Products, business units, specific services, marketing programs, features, line extensions, apps, web sites and more all need monikers. Each decision has implications for future decisions, so it’s important to have a plan or ‘rules’ to guide your choices and avoid confusing customers. Although critically important to brand health and company value, it can be difficult to create the rules for naming brand entities, and for specifying the relationships among them. Here is a partial list of the kinds of challenges faced: * When is it desirable to extend an existing brand and when is a new brand required? * How should a new brand be linked to the parent? Should the relationship be explicit or kept in the shadows? * Which is better, a descriptive name or a fanciful name? * When should a name be retired? * When should a feature be branded? * Should different...

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...BRAND DEVELOPMENT Presentation Paper By: WULAN YUNITA ISTIANILA DEWI (10311085) DEPARTMENT OF MANAGEMENT INTERNATIONAL PROGRAM UNIVERSITAS ISLAM INDONESIA 2012 Why it is important to create powerful brands WHAT IS BRANDING? Branding is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller and to differentiate them from those of competitors. Brand often becomes a reason for people to choose the product as the sign or name of the quality level brings to consumers’ preference. Successful brand that is those which are the focus of a coherent blending of marketing resources, represent valuable marketing assets. Although, nowadays lots companies name their product with brands but the challenge of creating powerful and successful brand in grabbing strong positioning in consumers’ mind is exist. THE PURPOSES OF BRANDING Successful brands are valuable because they guarantee future income streams. Companies recognize that loyal customers will repeatedly buy their brands and are also willing to support them during crises, for example when people maliciously tamper with brands. In some instances the rapid response of management and their commitment to communicating developments to the brands’ stakeholders helps to rapidly restore normality. For example, following the tampering with Tylenol tablets enabled the management of Johnson & Johnson to quickly regain public confidence. The ultimate...

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