Brand & Corporate Identity

2. Brand & Corporate Identity Lesley SargeantTuesday 11th July 2006

3. Remember these…

4. Top 10 brands we love

5. Google • Tesco • Nokia • eBay • Persil • Dell • Coca cola • Debenhams • British Airways • BBC One Top 10 brands we love

6. 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 love – why?

7. Top 10 brands we hate

8. Pot Noodle • QVC • Novon (Sainsbury's) • McDonalds • Tiny • Fiat • 3 • The Star • Sunny Delight • The Sun Top 10 brands we hate

9. 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 Top 10 brands we hate – why?

10. Product brands – the quality must match the expectation Car ads have strong product focus

11. Brands we love & brands we hate

12. 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 ClubsManchester United Manchester United Brands we love & brands we hate

13. 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! What makes up a brand?

14. Slogan – the essence of the brand in one, short memorable sentence. Make the product the hero

15. Personality –what would it be like if the brand were human? The power of personality

16. Values – what does it stand for or against? What else should I think about?

17. Taste/appearance – what does the brand look like, how does it speak, what does it wear? Have a clear message

18. Stories – brand ‘stories’ explain what it’s about and how it evolved.

19. Emotional benefits– what does the brand do for its customers emotionally?

20. Hard benefits – what does the brand offer its customers in tangible, quantifiable terms? Market research

21. Brand evolution

22. Brand revolution