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Brand & Corporate Identity
Lesley Sargeant
Tuesday 11th July 2006
Remember these…
Top 10 brands we love
Top 10 brands we love
• Google
• Tesco
• Nokia
• eBay
• Persil
• Dell
• Coca cola
• Debenhams
• British Airways
• BBC One
Top 10 brands we love – why?
• Google – innovation, simplicity, independent
• Tesco – “every little helps”
• Nokia – product quality, design & technology
• eBay – universal appeal, value for money
• Persil – consistent message delivery “gets whites whiter”
• Dell – affordable, high quality
• Coca cola – category leader, heritage, $billion budget
• Debenhams – family appeal, good range
• British Airways – patriotism, strong branding
• BBC One – “an institution”, we own it
Top 10 brands we hate
Top 10 brands we hate
• Pot Noodle
• QVC
• Novon (Sainsbury's)
• McDonalds
• Tiny
• Fiat
• 3
• The Star
• Sunny Delight
• The Sun
Top 10 brands we hate – why?
• Pot Noodle – aggressive & niche targeted advertising
• QVC – customer service, product quality
• Novon (Sainsbury's) – a name, not a brand
• McDonalds – rainforests, obesity, ubiquity
• Tiny – customer experience
• Fiat – build quality
• 3 – ability to engage customer with the technology
• The Star – editorial stance, marketing messages
• Sunny Delight – nutritional benefits
• The Sun – patronising editorial
Product brands – the quality must match the expectation
Car ads have strong product focus
Brands we love & brands we hate
Brands we love & brands we hate
High street shop
Marks & Spencer
TK Maxx
Fashion
Next
French Connection
Car Marques
Ford
Fiat
Home Appliances
Dyson
Pifco
Travel Companies
Thomas Cook
Saga
Beauty Products
Olay
Stella McCartney
Charities
Cancer Research
Christian Aid
Football Clubs
Manchester United
Manchester United
What makes up a brand?
A brand is not just:
• A logo
• The product name
• The packaging and design
• The quality of the product
• The customer experience
• The things you read about
• The people that answer the phone…
It is all of these!
Slogan – the essence of the brand in one, short memorable sentence.
Make the product the hero
Personality – what would it be like if the brand were human?
The power of personality
Values – what does it stand for or against?
What else should I think about?
Taste/appearance – what does the brand look like, how does it
speak, what does it wear?
Have a clear message
Stories – brand ‘stories’ explain what it’s about and how it evolved.
Emotional benefits – what does the brand do for its customers emotionally?
Hard benefits – what does the brand offer its customers in tangible,
quantifiable terms?
Market research
Brand evolution
Brand revolution