Brand essence JOUR 3400
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This 4 page Class Notes was uploaded by Matt Howard on Monday February 23, 2015. The Class Notes belongs to JOUR 3400 at Ohio University taught by Professor Weed in Fall. Since its upload, it has received 30 views. For similar materials see Introduction to Strategic Communications - Brand Essence in Strategic Communication at Ohio University.
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Date Created: 02/23/15
Monday February 23 y JOUR 3400 Brand essence what makes a brand distinct Nine Qualities CIUECASMS what a strange acronym Concise One word is ideal Maybe two or three More than that indicates that a brand has no focus Deliver a distinct experience The brand will be weak if there is no focus Intangible One is no more independent on a Harley bike than any other type of bike but somehow one feels like it Tap into what consumer feels Unique distinct Essence of a brand is how it is different from competitors in same category EX If Apple iS friendly and approachable then it s claiming that its competitors are not Experimental This captures what consumer feels during an experience with the brand Ex Driving a Volvo makes me feel that my family is safe Consistent If the proposed essence is not consistently experienced then it isn39t the essence Can your organization deliver What if a trip to Disney world wasn t magicar Authentic Monday February 23 y Essence must be credible or the brand will be rejected To find out what consumers believe about your brand ask them It39s okay for the brand essence to be aspirational but only if your customers believe you can deliver on the promise Sustainable The brand essence doesn39t change Ever Meaningful There is no point in identifying an essence that is irrelevant to consumers Essences that don39t connect are the reason behind many failed brands Scalable Will the essence work for brand extensions Will it work as a brand s opportunities grow Other Elements that Shape Brand Essence Brand archetypes The Hero PFOVeS 39 Through amazing physical acts Strong but uses a controlled strength to benefit other Ex Home Depot and Nike Nurturer ProteCtiVe and gentle PrOVider Helps others by providing their needs The Nurturer is respected and trusted It is the icons of a home security and con nu y Ex Kleenex Volvo The Outlaw Monday February 23 y The rebel Rogues that achieve freedoms from establishment through being defiant and a nonconformist The Outlaw enjoys being bad May not be admired but it enjoys being feared Ex Virgin airlines Ed Hardy The Regular Guy Gal The 900d Old boy and the girl next door An average Joe that s down to earth Bonds with others by being humble hard working and friendly Ex Budweiser Cover Gir The Sage This has intellectual solutions to problems Expert advice with a serious objective tone Finds the truth through research and diligence Ex Dyson IBM The Lover Pursues Perfect enjoyment through physical experiences Dreamlike quality that s easy to fall for EX Haagen Dazs Victoria39s Secret Explorer Learn what39s valuable by discovering new things Challenges consumers to do new things By doing them they learn about themselves EX Chase Freedom Credit Card Jeep Innocent Achieves a pure life by always doing the right thing EX DOVG Toms The Magician Monday February 23 y Creates tranSfOFmation and overcomes the impossible Makes delight with their imagination Ex Disney Crayola Ruler A leader that s part of the establishment It has set the rule that others play by This brand may be benevolent or evil EX Microsoft New York Times Jester 3 all about having fun and overthrowing the established way of doing things It speaks the truth when no one else does This adds levity to tense situations which leads to access to powerful people Ex IKEA Progressive Insurance The Creator The nonconformist that isn t motivated by fitting in but by self expression EX Ralph Lauren Apple Brand Voice Brand voice is the way that you talk with consumers What type of words and tone of voice Authoritative Casual slang or joke like
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