Tiger Woods and the Andrex Puppy: the importance of ‘brand value and brand perception’ in marketing and PR
A brand is often equated with a graphic icon, item or lettering to describe, represent or visualise what
it is.
However, more importantly, that icon, item, logo or lettering supports the values of the product or the service that it represents.
But, it’s not the icon, item or logo that delivers the actual brand value, it’s the messages and perception building through advertising and PR that the product or service presents, behind the brand, that is the real value of the brand.
Sometimes brand values can be challenging, for example, a brand can be a legalised killer and spreader of disease – cigarettes and alcohol. Often a brand can be a living thing, Tiger Woods or the Andrex Puppy. Brand values can be smashed or damaged overnight by the actions of a living brand icon. Recently, Tiger Woods alleged infidelities did not reflect the values of the companies or their customers that used him as a ‘brand values’ representative. He was dropped like a hot potato.
The values of a brand should reflect the values, aspirations and ideals of its target audience or customer.
Lifestyle brands such as BMW, Audi and others compliment their customers by reassuring them through advertising and PR that they are making the right choice when it comes to driving their product, because the customer sees themselves (and their values) in the branding messages and ideas put out by the brand.
Brand and brand value perceptions are intrinsically woven into every aspect of modern life. In fact, one could argue that brand values are what dictate every aspect of life today. If you are a brand manager or responsible for the development and perception of a brand, never forget that the logo, no matter how pretty or arresting, is not what sells your product or service. It’s what you say and how you behave, matching / reflecting the values and aspirations of your customer – that’s what makes you attractive above other brands.
Rest in peace the Marlboro Cowboy. Long Live BMW’s Ultimate Driving Machine.
Roddy Ritchie is a leading Creative Director
Comments
admin
May 5, 2011 @ 3:40 pm
This is a great post – very interesting and invigorating
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