Comparative Brand Plan

Comparative Brand Plan

Brand Identities

A company’s brand identity is what the brand stands for.  It is how that organization wants to be perceived by consumers. The components of the brand (name, logo, tone, tagline, typeface) are created by the business to reflect the value the company is trying to bring to the market and to appeal to its customers.  Brand recognition identifies the brand.  A successful brand should have a clear identity.  Brand identity answers the question “who are you?”  A brand reduces functional risk, it must have a strong enough identity that suggest it is capable of solving a specific problem.

Example (remember your examples will be longer)

“She’s also many things to many people. She’s an icon of traditional feminine roles, a nostalgic throwback to “simpler times” and a front for one of the world’s biggest food companies. And she represents wholesome Midwestern values in a fun, friendly way, “Seattle Times.

Brand Images

A company’s brand image is the impression of a product held by real or potential consumers. Brand is able to reduce psychological risk, consumers must have an image of the brand that suggests the brand is more – or at least as – acceptable than other brands.

Example (use images and comparison between the two organizations)

“General Mills is proud to market some of the world’s most-trusted food brands, including Betty Crocker, Pillsbury, Nature Valley, Annie’s, Yoplait, Larabar, Old El Paso, Progresso, Muir Glen, Hamburger Helper, Toaster Strudel, Gold Medal, Bisquick, Totino’s, Cheerios, Cinnamon Toast Crunch, Lucky Charms, Fiber One, and Chex, as well as Blue Buffalo pet products, “ www.bettycrocker.com.  “Betty Crocker has been a cultural icon and part of families’ food traditions—not to mention a trusted source for recipes and homemaking know-how—for more than 90 years. “ by Betty Crocker Kitchens, Created January 10, 2017.

https://www.pbs.org/food/the-history-kitchen/who-was-betty-crocker/

www.bettycrocker.com

Brand Personalities

A company’s brand personality is a set of human characteristics that are attributed to a brand name. A brand personality is something to which the consumer can relate; uses it to express their own personality; and an effective brand increases its brand equity by having a consistent set of traits that a specific consumer segment enjoys. Brand is able to enhance self-expression, the brand has to be sufficiently established to have its own personality.  The brand personality is influenced by the traits of the typical user.

Example

“Relatability and authenticity: When consumers can relate to a brand, they are more likely to bring it up in conversation because of that connection. They also tend to trust it more, Keller said. The Betty Crocker brand capitalizes on its humanization to relate to its consumers. “We’ve seen in particular by the brands that stand out at the top that authenticity is really important to the consumer today. You can build on your heritage extremely well. Betty Crocker was a name that was created — there was no actual Betty Crocker; they just created a name that they wanted people to relate to the brand. It gave a face to the brand. In the 30s and 40s, Betty Crocker would get tens of thousands of letters each week asking questions about baking and recipes. In the 1940s, Eleanor Roosevelt was the most admired woman in America and Betty Crocker was No. 2. They really humanized the brand. I think that’s a message that carries forward here. How do you humanize the brand so people can relate to it — particularly in food where it can be either sort of healthy eating or indulgences. It’s what going inside of you, and you want to make sure that you have a lot of trust in that brand.  Don’t’ feel like it’s only techy brands that get people talking or that it’s only something that’s new. We can create talkable stories out of brands that have been around for decades and in many of these cases a century by tapping into things that are new and current to consumers,” How are brands catching consumer interest?, 10.20.2017, by Rebekah Schouten