LEVERAGING BRANDS IN THE WELFARE TO WORK SECTOR

ALESSANDRA ALBANO CHHABRA

WE NEED TO TALK ABOUT THE PRODUCT

▸ Branding is a way to develop a relationship between customers and a product

▸ What do we mean by Product?

▸ How does this apply to the Welfare to Work?

A product is a bundle of attributes (features, functions, benefits, and uses) capable of exchange or use; usually a mix of tangible and intangible forms.

DEFINITION BY AMERICAN MARKETING ASSOCIATION

DEFINITION BY AMERICAN MARKETING ASSOCIATION

A product may be an idea, a physical entity (a good), or a service, or any combination of the three. It exists for the purpose of exchange in the satisfaction of individual and organisational objectives.

The perfect product provides value for the customer. This value is in the eye of the beholder — we must give our customers what they want, not what we think they want.

CHARTERED INSTITUTE OF MARKETING

Successful companies find out what customers need or want and then develop the right product with the right level of quality to meet their expectations, both now and in the future.

CHARTERED INSTITUTE OF MARKETING

CHARTERED INSTITUTE OF MARKETING

Companies need to find out what their needs are now and whether they believe these will change in future.

THE WELFARE TO WORK CONUNDRUM

▸ Do we create products or do we provide services?

▸ Who ‘owns’ the intangible product? Who creates it?

▸ Is the product created with the customers in mind?

PRODUCT VALUE

▸ What value do our products provide to the customers?

▸ How do we define the quality of our products?

Core benefitsGeneric ProductExpected ProductAugmented ProductPotential ProductLEVEL OF A

PRODUCT: KOTLER’S MODEL

LEVEL OF A PRODUCT: KOTLER’S MODEL▸ Core benefits: The basic needs that the product meets

▸ Generic product: The general formula or process through which a product meets such needs

▸ Expected product: Sets of attributes and characteristics that customers expect to see in the product

▸ Augmented product: Everything offered to the customer that exceeds their expectations. It is what differentiates a product from others by adding value to the customer

▸ Potential product: Possible improvements and developments that can be added to the product in the future to add value

ATTRIBUTES OR CHARACTERISTICS

▸ Physical attributes or characteristics

▸ Psychological/emotional attributes or characteristics

PHYSICAL ATTRIBUTES

▸ Internal characteristics

▸ External characteristics

▸ Design

▸ Packaging

EMOTIONAL ATTRIBUTES

▸ It is relatively easy to imitate physical attributes

▸ Emotional attributes bind the customers to the product

▸ It is essential to consider them when developing a relationship with customers

WHAT IS ‘BRANDING’?

▸ Branding is how a company builds a relationship between consumers and products

▸ Traditionally it has been defined as “any sign capable of graphical representation that may be used in the marketplace to distinguish the products or services of one company from those of others”

Prof. Louis Rodriguez-Baptista (2007) Product Strategy: Portfolio Management Concepts, Types and Tools, IE Business School Publishing)

REQUIREMENTS FOR A BRAND

MEMORABLE

MEANINGFUL

PLEASANT

TRANSFERABLE

ADAPTABLE

PROTECTABLE

(Kotler, P.; Keller, K.; L.; (2006). Marketing Management. (12th edition). Pearson-Prentice Hall)

REQUIREMENTS FOR A BRANDMemorable: is it easy to recognise and remember?

Meaningful: Does it represent the category? Does it suggest the advantages of the product?

Pleasant: Is it pleasant for consumers?

Transferable: Can it be used on other products, segments, markets?

Adaptable: How adaptable is it over time?

Protectable: Can it be given legal protection?

BRAND IDENTITY IS THE SET OF ASSETS LINKED TO A BRAND’S NAME AND SYMBOL THAT ADDS TO THE VALUE PROVIDED BY A PRODUCT OR SERVICE TO A FIRM AND/OR A FIRM’S CUSTOMERS.

Aaker, D. A. (1996). Building Strong Brands. New York: The free press

▸ What are the most important and most relevant functional and emotional benefits for customers? (relevance)

HOW DO YOU BUILD A POWERFUL BRAND IDENTITY?

▸ What are the main factors differentiating the brand from its competitors? (differentiation)

HOW DO YOU BUILD A POWERFUL BRAND IDENTITY?

▸ What elements of the offering are highly credible and defendable? (credibility)

HOW DO YOU BUILD A POWERFUL BRAND IDENTITY?

▸ What factors are essential in fulfilling the business strategy? (strategic alignment)

(Prof. Louis Rodriguez-Baptista (2007) Product Strategy: Portfolio Management Concepts, Types and Tools, IE Business School Publishing)

HOW DO YOU BUILD A POWERFUL BRAND IDENTITY?

Product Attributes

Functional Benefits

Emotional Benefits

Self-expression values

HIERARCHY OF BRANDS BENEFITS

EMOTIONAL BENEFITS

SELF-EXPRESSION VALUES

FUNCTIONAL BENEFITS

PRODUCT ATTRIBUTES

HOW DOES IT MAKE ME FEEL?

WHAT DOES IT SAY ABOUT ME?

HOW DOES IT BENEFIT ME?

WHAT DOES IT OFFER ME?

EMOTIONAL

RATIONAL

The most significant and most difficult to imitate, but also the most difficult to contribute

The easiest to contribute, but the least significant and easiest to imitate

BRAND ARCHITECTURE.It is a new field that categorises ways in which brands within the same company are related.

BRAND ARCHITECTURE

Current market has complexities that older models could not cope with:

▸ market fragmentation

▸ channel dynamics

▸ global realities

▸ need to leverage brand assets to the full

BRAND RELATIONSHIP SPECTRUM

The two ends of the spectrum are:

▸ House of Brands

▸ Branded House

In between, we have a series of hybrid models.

LET’S LOOK AT P&G.

What model do they use?

WHAT ABOUT THE WELFARE TO WORK?Examples of strong brands are Reed, National Careers Service, Remploy, G4S, Seetec.

QUESTIONS?

THANK YOU.

Alessandra Albano Chhabra alessandra.chhabra@outlook.com @alessandrachha1