The Essential Brand Book

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

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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 [email protected].

ix

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ACKNOWLEDGEMENTS

The author would like to personally thank the following marke￾teers, business owners, colleagues, clients and friends for their

insightful ideas and for their constant encouragement: Liza Bingley,

James Cockerille, Charles Colquhoun, David Cox, Richard

Crighton, Alastair Kingsland, Graham Moore, Jeremy Myerson, Ian

Woodhouse, Grant Usmar, Madelijne Vermeij.

Thanks are also due to those who were kind enough to be inter￾viewed for this project and are quoted in the text:

Michael Abrahams, Abrahams Design

Anneke Elwes, brand planner

Gary Lockton, North Creative Consultancy

Celia Lury, Goldsmiths College, University of London

Will Maskell, PI3 Ltd

Jane Merriman, William Grant & Sons

Joanne Wallace, McVities

Simon Waterfall, Poke Consultancy

Professor James Woudhuysen

Peter York, SRU Ltd

Thanks to Victoria Groom at Kogan Page for those interesting

lunchtime discussions and patient waiting for the final draft.

Finally, many thanks to my family – Rob, Jan, Andrew and Peter –

for all their care and encouragement.

xi

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1

INTRODUCTION

The brand is one of the most valuable assets that any business

possesses:

• Branding provides the key communication with customers.

• Branding creates critical differentiators in the marketplace.

• Branding shapes internal company culture.

• Branding leverages the intellectual assets of the business.

• Branding generates increased business performance.

Yet despite all these benefits, branding is still too often seen as a

mere tactical tool rather than a business strategy. There is a huge

financial potential for businesses that can maximize their brand

equity. The excellent Return On Investment (ROI) of any branding

programme can be seen with brands such as Orange (mobile

phones), Unilever, Jaguar and Disney.

Brand creation and brand management are essential for success

and profitability in the business process. This book provides a

holistic overview of the essential leading methods of brand analysis,

brand creation, brand development and brand management. It is a

hands-on guide for marketing and business professionals and those

in higher education.

Readers gain an insight into all the components of brand manage￾ment including a wide range of business models and techniques that

help to build strong and effective brands in the marketplace.

Illustrated with specific examples, it provides a toolbox of proven

techniques on how to analyse and choose the most successful combi￾nation of brand dimensions on which to develop brands. It is a com￾panion resource for the management of all brand issues.

The terms ‘brand’ and ‘branding’ have become over-used during

the last few years and have become devalued as a result. This 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 is aimed at

This book is aimed at everyone who comes into daily contact with

brands, products and services. It is for use by those within industry

and business responsible for the marketing, visual communication

and management of brands and their expression through all media

types. The CEO is the ultimate brand manager but everyone in the

organization is responsible for delivering the brand vision.

The task of managing brands is as important to niche entrepreneurs

as it is for small business owners and large corporate businesses. The

increasing professionalization of charity work means that it is equally

pertinent to non-profit organizations as those who are quoted on the

stock markets around the world. Any group of people who provide a

product or service to others need to communicate the availability and

benefit of that proposition to all 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 compo￾nents relates strongly to each other but is also interrelated to all the

other chapters. Those with less knowledge may wish to 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 manage￾ment and explains why they are so important for a business. It

demonstrates the connection between the current business model

The essential brand book

2