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商务英语实训课程 unit 3 Brands building-Brand Building Process精选
Brand Building Process Prof. Joanna Pietrzak From Products to Brands Not every new product / service ends in the development of a brand Case study: Volkswagen History of the brand Far from the rules of branding... 1934 – Hitler gives a speach at the Berlin Moto Show. He mentions the need to produce a popular car for German citizens ?We would like to see millions hard-working Germans enjoy the satisfaction of driving their own car, especially on Sundays and holidays” Dr Ferdinand Porsche is appointed to take on the task of constructing a popular car for masses Dr Porsche and his team knew nothing about brands, design or marketing. They were engineers, concentrated on functionality and technological perfection. The unusual shape of the car had nothing to do with style or design, it was a result of aerodynamic analysis. The car was named VOLKSWAGEN ?a car for ordinary people” Volkswagen in Germany and USA In 1948 – 1958 Volkswagen car becomes very popular in Germany. It is small, affordable, reliable and simple. In the 50’s Volkswagen cars are exported to the US. The car is visibly different than any other car produced in the USA. Volkswagen gets Social Relevance in America Back in Germany.... VOLKSWAGEN – a product-oriented company In the 70’s Volkswagen introduced two new brands: Polo and Golf. Neverthrless the company remained: Product-oriented Technology-oriented Engineering-oriented VOLKSWAGEN Group today From a product company to marketing design company Brand portfolio of Volkswagen * * PRODUCT Attributes Functions Quality Emotional benefits Symbols Country of origin User self-image Brand personality Brand relationship and experience BRAND How to distinguish between real brands and labelled products or logos that pretend to be brands? Criteria to identify a real brand: INDIVIDUAL RELEVANCE – being a brand must have effect on my personal behaviour SOCIAL RELEVANCE – being a brand must have a social context. It is realized in community and it changes behav
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