Chapter 1: The Branding Imperative


1 In a 2000 market survey, Brand Finance reported that "77 percent of analysts and 77 percent of companies believe that branding will become [even] more important in the next five years." "The Case for Brand Value Reporting," Research 2000, Brand Finance, http://www.brandfinance.com.

2 "The Brand Resilience Presentation," http://www.BrandGuardians.com.

3 OgilvyOne's research, as reported by Annick Deseure, "In Search of Understanding," Admap (December 1999).

4 As reported by Bruce Horovitz, "Who Said That? Buyers Don't Recognize Some Slogans," USA Today, Money section, October 1, 2003.

5 Horovitz, "Who Said That?"

6 Martin Grant and Tim Opie, "Making More Than a Difference," Admap (April 2001).

7 The "gray zone" is David Haigh's term. Haigh offers three basic branding tests: the grayness test, the nonentity test, and the simpleton test. David Haigh, "Service Branding," Professional Marketing (2000), http://www.warc.com.

8 This comment was made after the Body Shop began to lose its consumers between the ages of twenty and thirty. See "Body Shop's Roddick Stands by Her Brand," Sunday Post Online, October 14, 2001.

9 Susan Fournier, "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research 24 (March 1998): 365.

10 Visit http://www.starship.org.nz and take the interactive tour to get a sense of how different this hospital is.

11 S. and B. Richardson, Rotorua, Sunday Star Times, May 11, 2003.

12 Paraphrased from Strategem Limited's Web site, http://www.strategem.co.nz.

13 Philip Ross, "Branding," http://www.business-specialties.com/branding2.htm.

14 Wendy Gordon and Sally Ford-Hutchinson, "Brains and Brands: Re-thinking the Consumer," Admap (January 2002).

15 Sam Hill, president of Helios Consulting, as cited in "The History of Branding," http://www.studeografix.com.

16 For a complete discussion, see Douglas B. Holt, "Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding," Journal of Consumer Research 29 (June 2002).

17 As quoted in "The Advertising Age," http://www.adage.com/century/century.html.

18 J. Robinson, The Economics of Imperfect Competition (London: Macmillan, 1933).

19 Laura Barton, "Fascinated with Fake," The Age (August 26, 2003): 4.

20 Sylvia LaForet and John Saunders, "Managing Brand Portfolios: How the Leaders Do It," Journal of Advertising Research 34, no. 5 (September-October 1994): 64.

21 Morgan has codified the components of three major emotional factors (authority, identification, and social approval) that make a customer identify with one brand over another—even when they are basically the same. Morgan teases out this distinctive customer behavior as follows: authority (heritage: lengthy reputation; trust: reliability; innovation: seen as "leading edge"); identification (bonding: emotional comfort; level of care: understanding of needs; nostalgia: memories from the past); and social approval (prestige: upmarket, upscale, premium; acceptability: approval by peers; endorsement: used by respected people). Rory Morgan, "Towards the Development of New Tools for Measuring Brands," Brand Strategy (September 28, 1998).

22 Max Blackston, president, Research International, has carved out an area of expertise within the branding area specifically looking at how brands perceive the customer. See "The Levels of Brand Power," Admap (March 1993).

23 See Alan Mitchell, Right Side Up (New York: Harper Collins Business, 2000), and John Grant, The New Marketing Manifesto (London: Texere Publishing, 1999).

24 The driver for this trend may be a loss of confidence compounded by early 2000S losses in the stock market rather than a loss of brand power. 2001 Brand Loyalty Survey, Carlson Marketing Company.

25 PIMS research as cited by Peter Burgess, "Customer Value Measurement for Competitive Advantage," Admap, no. 428 (May 2002).

26 Matthew Boyle, "Power Shift," Fortune, July 21, 2003.

27 Brian E. Kardon, "The New Rules of Branding," The Advertiser (October 1998).

28 Mark Kingsbury, "If Size Isn't Everything . . . What Else Matters?" (paper, Market Research Society Annual Conference, Brighton, JK, March 2002).

29 For a complete discussion, see Fournier, "Consumers and Their Brands."

30 See Stephen Pinker, How the Mind Works (New York: W. W. Norton, 1997), and Joseph LeDoux, The Emotional Brain: The Mysterious Underpinnings of Human Life (New York: Simon and Schuster, 1998).

31 For a complete discussion, see Gerald Zaltman, How Customers Think (Cambridge, Mass.: Harvard Business School Press, 2003), ch. 10. John Hauge-land describes the speed of the unconscious, "[C]ompared to 'unconscious processing'... conscious thinking is conspicuously laborious and slow—not a lot faster than talking." John Haugeland, Having Thought: Essays in the Metaphysics of Mind (Cambridge: Harvard University Press, 1998), 159.

32 Zaltman, How Customers Think, 10.

33 Harley-Davidson Web site, http://www.harleydavidson.com.

34 D. Court, "Uncovering the Value of Brands," The McKinsey Quarterly 4 (1996): 176–178.

35 Court, "Uncovering the Value of Brands."

36 G. Tellis, "Advertising Exposure, Loyalty and Brand Purchase: A Two-Stage Model of Choice," Journal of Marketing Research 25: 134–144.

37 Corporate Branding, LLC, http://www.corebrand.com.

38 Colin Lewis, "Murphy's Law Is Art of Measuring Brands," Birmingham Post, February 26, 2001, and "Brand New Day for Marketing Research," Birmingham Post, February 12, 2001.

39 Desmet et al., "The End of Voodoo Brand Management," The McKinsey Quarterly 2 (1998): 106–117.

40 Brand Finance, http://www.brandfinance.com.

41 Satmetrix Systems 2001 research. Referred to in Shaun Smith and John Wheeler, Managing Customer Experience (London: Prentice Hall, 2002): 27.

42 Melissa Berman, "The CEO Challenge: Top Marketplace and Management Issues, 2001," The Conference Board (January 2001), http://www.conference-board.org.

43 Frederick Reichheld, The Loyalty Effect (Cambridge, Mass.: Harvard Business School Press, 1996).

44 Research conducted by Eager Manager Advisory Services, July 2000. As reported in Tom Kellerhals, "Intellectual Capital," Financial Service Marketing 3, no. 5 (July 2001): 40.

45 Kirkland, the big Costco store brand, is steadily eating away at big Procter & Gamble brands. Wal-Mart's OI'Roy dog food has surpasssed Nestle's Purina as the world's top-selling dog food. Boyle, "Power Shift."

46 As reported in T. Ambler, "Do Brands Benefit Consumers?" International Journal of Advertising 16, no. 3 (1997).

47 Ambler, "Do Brands Benefit Consumers?"

48 See http://www.brandchannel.com/features_effect.asp?id=195.

49 Mark Morford, "Lick Me, I'm a Macintosh: What the Hell Is Wrong with Apple That They Still Give a Damn about Design and Packaging and 'Feel'?" SF Gate, October 1, 2003. Original article found at http://www.sfgate.com/cgi-bin/article.cgi?file=/g/a/2003/10/01/notes100103.DTL.

50 The original Apple ad can be viewed at http://www.apple.com/hardware/ads/1984/.

51 Gerald Zaltman, "Lighting Up the Shadows" (presentation, Procter & Gamble's Future Forces Conference, Cincinnati, Ohio, September 1997).

52 For a complete discussion of brand communities, see Albert M. Muniz Jr. and Thomas C. O. Guinn, "Brand Community," Journal of Consumer Research, Inc. 27 (March 2001): 412-432.

53 Zaltman, "Lighting Up the Shadows," 197.




Branded Customer Service(c) The New Competitive Edge
Branded Customer Service: The New Competitive Edge
ISBN: 1576752984
EAN: 2147483647
Year: 2006
Pages: 134

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