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The Essential Brand Book: Over 100 Techniques to Increase Brand Value KOGAN PAGE LIMITED Iain Ellwood THE ESSENTIAL BRAND BOOKover 100 techniques to increase brand value To my parents, Rob and Jan, for their encouragement and support throughout all the years. THE ESSENTIAL BRAND BOOKover 100 techniques to increase brand value 2nd edition IAIN ELLWOOD First published in 2000 Reprinted 2001 Second edition 2002 Apart from any fair dealing for the purposes of research or private study, or criti- cism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned address: Kogan Page Limited 120 Pentonville Road London N1 9JN www.kogan-page.co.uk © Iain P Ellwood, 2000, 2002 The right of Iain P Ellwood to be identified as the author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988. British Library Cataloguing in Publication Data A CIP record for this book is available from the British Library. ISBN 0 7494 3863 0 Cover design by Richard Crighton Typeset by Saxon Graphics Ltd, Derby Printed and bound in Great Britain by Biddles Ltd, Guildford and King’s Lynn www.biddles.co.uk CONTENTS The author ix Acknowledgements xi Introduction 1 Brand communication 1 Contemporary branding 9 Branding, marketing and the business environment 2 Brand configuration 19 Structuring the brand and the organization 3 Service, retail and trade branding 42 Effective strategies for different sectors 4 Brand media 64 Established communication channels and techniques 5 New media brandsites 98 Strategies for the digital economy Brand definition 6 Brand positioning 121 Creating a strong core DNA for a brand 7 Cognitive brand dimensions 147 Defining the rational benefits of a brand 8 Emotional brand dimensions 163 Defining the emotional benefits of a brand v Brand equity 9 Legal protection 181 Protecting the brand and its expression 10 Financial assets 198 Valuing the brand as a business asset Brand strategy 11 Brand planning 217 Strategies for brand revitalization, brand extension and new brand creation 12 Researching consumer behaviour 241 Evaluating the research process and methodologies 13 Corporate brand management 266 The CEO as brand manager and how to inspire every employee to take responsibility for the brand 14 The future 284 New rules for the new economy Glossary 302 Bibliography 310 Index 317 Contents vi Contents vii Brand definition Brand strategy Brand communication Brand equity Figure 0.1 Book navigation guide This Page Intentionally Left Blank THE AUTHOR Iain has over 10 years’ international experience living and working in Japan, Hong Kong, the Netherlands and the United States as a brand marketing strategist for blue-chip companies. He is a leading strategist at the consulting firm Prophet. He has led award-winning international projects for clients including BT, Vodafone, Swiss Airlines, Guinness World Records, Philips and the LE Group. His extensive psychological and sociological knowledge have shaped corporate strategy and customer-focused propositions that increase revenue. This approach has proved equally effective for delivering internal brand campaigns that motivate and educate employees. Iain is a regular press commentator on strategic marketing and branding issues for The Economist, the BBC and numerous trade magazines. He is a frequent speaker on marketing, innovation and communications. He also occasionally lectures on the MBA courses at the London Business School (LBS). Iain is a Member of the Chartered Institute of Marketing (MCIM), a Member of the Marketing Society and a Fellow of the Royal Society of Arts (FRSA). Prophet is a strategic professional services firm committed to building and growing great brands and businesses. If you would like to hear more about how it can help your business, please contact Iain at iellwood@prophet.com. ix [...]... issues The terms brand and ‘branding’ have become over-used during the last few years and have become devalued as a result This book 1 The essential brand book revalues all the management concepts of branding by dealing with each in a distinctive chapter The book therefore covers all the essential components of brand management but ensures that they are described and illustrated with clarity Who the book. .. start at the beginning, while those more advanced will proceed directly to the relevant chapter first The glossary at the end of the book will help to define all the terms that are used in the book and the industry Brand communication Chapter 1 introduces the concepts of brands and brand management and explains why they are so important for a business It demonstrates the connection between the current... stakeholders A strong brand acts as the source and the medium for that communication process How to use the book The book is divided into four key components to make it easier to find the material you need Each component is easy to locate by the titles at the top of the pages Each chapter within the four components relates strongly to each other but is also interrelated to all the other chapters Those... an approach to brand management This chapter illustrates the role of a brand as the key communication tool between the business and all its stakeholders Chapter 2 describes the methods of brand management in the context of other marketing and business disciplines It demonstrates the characteristics and structuring of sole brands, validating brands, range brands, line brands and product brands This chapter... extranets Brand definition Chapter 6 describes how the brand DNA, the essence of a brand, is created and refined It identifies the areas of greatest potential for specific brand imagery and identity This chapter describes the positioning and development of the brand proposition and personality It also demonstrates the tools for brand name creation and assessment, together with the process for the creation... topics throughout the book 5 This Page Intentionally Left Blank BRAND COMMUNICATION Introduction Contemporary branding The future Corporate brand 13 management Researching consumer 12 behaviour Brand planning 2 Brand Brand strategy communication Brand configuration 3 Service, retail and trade branding 4 10 Legal protection Brand equity 9 Brand definition 8 7 Emotional brand dimensions 6 Brand media 5 $... to brand management; brand hierarchy and configuration; service branding; retail branding; business-to-business branding; communication media; above the line media; 7 Brand communication • • • • below the line media; packaging; Internet branding; digital television branding 8 CHAPTER ONE CONTEMPORARY BRANDING Branding, marketing and the business environment This chapter introduces the concept of brands,... based on the character of the balloon, while the underlying use is often based on the character of the golf ball The brand therefore acts as a kind of flag, waving to consumers, creating awareness of the product and differentiating it from other competitors This communication function is the core of brand management for a business The extent to which brands can communicate a message with the consumer... ensuring the long-term strategic direction of the brand It is the responsibility of all employees to deliver that vision whether they work in marketing, logistics, production or administration Brands and customer loyalty As we have seen, customer loyalty is the key to the long-term success of a brand and business The promise that the brand offers 16 Contemporary branding must be supported by the product... brands, the scope of branding and brand management and contextualizes the material of the later chapters Key definitions and perspectives on brand management will be introduced to frame the subject and its underlying drivers The history of brands will be illustrated together with their relationship with business models throughout the past, present and future opportunities Branding is now recognized as the . to the relevant chapter first. The glossary at the end of the book will help to define all the terms that are used in the book and the industry. Brand communication Chapter 1 introduces the. why the real brand manager is the CEO and the importance of internal brand communication. It illustrates the internal brand culture and its effect on productivity. This The essential brand book 4 chapter. The Essential Brand Book: Over 100 Techniques to Increase Brand Value KOGAN PAGE LIMITED Iain Ellwood THE ESSENTIAL BRAND BOOKover 100 techniques to increase brand value To