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Marketing Management FT 2005 Group A7 Etiannan Chinnappan Felix Evensen Makoto Kobayashi

Marketing Management FT 2005 Group A7 Etiannan Chinnappan Felix Evensen Makoto Kobayashi Iryna Shcherbatova Daan van Vroonhoven Pablo von Zehmen. What’s a brand?. Logo. Emblem. Name. Design. Mark. Term. Symbol. Label. Sign. What’s your brand – and why?. Where are brands going?.

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Marketing Management FT 2005 Group A7 Etiannan Chinnappan Felix Evensen Makoto Kobayashi

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  1. Marketing Management FT 2005 Group A7 Etiannan Chinnappan Felix Evensen Makoto Kobayashi Iryna Shcherbatova Daan van Vroonhoven Pablo von Zehmen

  2. What’s a brand? Logo Emblem Name Design Mark Term Symbol Label Sign

  3. What’s your brand – and why?

  4. Where are brands going? • From products to trademarks • In the beginning products with certain functions • Trademarks introduced to provide customers with a certain assurance of quality • From trademarks to brands • Focus on building company image increased; creating loyalty and delivering a sense of “something” more than just the product itself - branding

  5. Transition from commodities to ideal products • Commodities – need for differentiation • Focus on loyalty and satisfaction (quality) • The emergence of labeled differentiated products • What comes next?

  6. Transition from brands to Lovemarks • In the 21st century: • People expect and demand great performance • Brands have become commoditized • To stay ahead: • Companies and products need to be loved • Creation of product and experience that creates long-term emotional relationships

  7. What is wrong with brands? • Brands are out of juice… • Brands are worn out from overuse • Brands are no longer mysterious • Brands can’t understand the new consumer • Brands struggle with good old-fashioned competition • Brands have been captured by formula

  8. What’s a Lovemark? • Lovemarks are charismatic brands that people love and fiercely protect; products, services and experiences that forge long-term, emotional connections with consumers • Mystery, Sensuality and Intimacy are the key to the creation of a Lovemark. These elements capture of the special emotional resonance that can develop into lifelong relationships

  9. What’s a Lovemark? - Apple • Mystery • Macintosh  iMac • Steve Jobs • User • Apple icon Apple • Sensuality • Shape • Colors • Appealing names • Intimacy • Community • Company

  10. Lovemarks.com • Launched by advertising company Saatchi & Saatchi in late 2000 • A site for expressing your feelings about your favorite brands – your lovemarks

  11. How does Lovemarks.com work? “To say Tolkien is to say magic, dream, epic, fantasy... a new world far away from this. This name is now more than a writer and his tales belong to everybody. “ Nacho, Spain, 29th November 2003

  12. How does Lovemarks.com work? “I read somewhere that when B&J created their ice cream "New York Super Chunk Fudge", the idea was to make the richest, fullest, chocolate-flavored ice-cream ever! No lo-fat, no diet $#%, just the ultimate ice cream. It is, I assure you! Häagen-Dazs isn't for me - B&J is for people who *love* ice cream!“ Felix, Norway, 13th February 2004

  13. Implications “If you’re not in love with your business, why should your employees or customers be?” • Companies have to be passionate about what they do, passionate about their products and passionate about their customers • Companies have to invest in real relationships; connect with people and your company can cultivate enduring relationships

  14. Implications “Lovemarks is a gamebreaking opportunity to reinvent branding. They place brands where they should be: at the emotional heart.” Kevin Roberts, CEO Saatchi & Saatchi

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