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Published by: Business Insights
Published: Jun. 1, 1999 - 126 Pages
Table of Contents
Executive Summary
Introduction
- Report Purpose
- Report audience and benefits
- Report Structure
- Definitions
- General definitions
- Market definitions
- What is a brand?
- Identity, shield and money-maker - a multi-faceted product property
- There are four main parties creating modern brands
- What is a brand
- Consumer input is critical to brand positioning and the marketing mix
- The origin of brands
- The evolution of brands has not led to their universally effective management
- Brands evolve in response to competition in the marketplace
- Brands offer economies of scale, cover R&D costs and spawn new brands
- Brands are necessary to consumers to cut down on purchase search-time
- Brand equity generates value
- Building a brand is not easy
- Examples of Difficulties with Brand Initiatives
- EnergyOne
- Pacific Gas & Electric
- Where are brands now?
- Transition in marketing strategy is confusing brand focus
- The telecommunications industry as a model
- Trend in deregulating marketplaces
- Spokane, WA
- The holding company
Brand strategy consultants
- Branding consultants interviews
- Forward Design, Inc.: Jim Forward, CEO
- Background
- Strategy Advocated
- Kuczmarski & Associates, Inc.: Erica Seamon, Principal
- Background
- Strategy Advocated
- Clients
- Publicis: Jan Haney and Steve Williams, Associates
- Background
- Strategy advocated
- Landor Brand and Corporate Identity Consulting: Hayes Roth, Senior Executive Director
- Strategy advocated
- Clients
- Mercer Management Consulting: Eric Almquist, Vice President
- Background
- The current marketplace
- Strategy advocated
Energy Companies
- Constellation
- Background
- Proprietary Value Proposition
- SCANA Energy Marketing
- Background
- Proprietary Value Proposition
- Communications
- Results
- Green Mountain Energy Resources
- Background
- Proprietary Value Proposition
- Communications
- Results
- Energy
- Background
- Proprietary Value Proposition
- Communications
- Niagara Mohawk Energy Marketing
- Background
- Proprietary Value Proposition
- Communications
- Results
- Reliant Energy (Formerly Houston Industries)
- Background
- Proprietary Value Proposition
- Communications
- American Electric Power (AEP)
- Background
- Proprietary Value Proposition
- Communications
- KN Energy, Inc.
- Background
- Proprietary Value Proposition
- Communications
- Ideology behind the communications and customer contact campaign
- Advertising
Differentiating Factors
- Web Sites/Online Services
- Common Supplementary Services
- Public Relations/Affinity Marketing
- Affinity Marketing in the US
- Sponsorship and co-branding
- Direct Marketing Campaigns
Competitive Communications Analysis
Consumer Media Preferences
- Introduction
- Local newspaper and magazine advertisements
- Total sample
- By geographic region
- National newspaper and magazine advertisements
- Total sample
- By geographic region
- Television advertisements
- Total sample
- By geographic region
- Direct Mail
- Total sample
- By geographic region
- Radio advertisements
- Total sample
- By geographic region
- Billboard advertisements
- Total sample
- By geographic region
- Radio shows or presentations
- Total sample
- By geographic region
- Telesales
- Total sample
- By geographic region
- Door to door sales
- Total sample
- By geographic region
Best Practice Approach Summary
- A service not a product
- Price as initial focus
- Targeting and marketing
- Brand vision
- Market Research
- Creating Proprietary Benefits
- Common Value Propositions
- Convenience based
- Green Appeal
- Personalized services and proposals
- Communications campaign is the last step
Appendix
Index
List of Figures
- Figure 1: Consumer purchasing patterns
- Figure 2: Path of brand establishment in the energy industry
- Figure 3: Difficulties facing utility brand initiatives
- Figure 4: Brand marketing is shifting towards the long term and personalized
- Figure 5: BG&E's subsidiary development
- Figure 6a: Television advertising catalogue 9/98-12/98
- Figure 6b: Television advertising catalogue 9/98-12/98
- Figure 6c: Television advertising catalogue 9/98-12/98
- Figure 6d: Television advertising catalogue 9/98-12/98
- Figure 6e: Television advertising catalogue 9/98-12/98
- Figure 6f: Television advertising catalogue 9/98-12/98
- Figure 7a: Radio advertising catalogue 9/98-12/98
- Figure 7b: Radio advertising catalogue 9/98-12/98
- Figure 7c: Radio advertising catalogue 9/98-12/98
- Figure 8: Positive responses to each information channel
- Figure 9: Would you find a local newspaper/magazine advertisement to be useful
in finding out about a supplier?
- Figure 10: Local newspaper and magazine advertisements broken down by
geographic region
- Figure 11a: Local newspaper and magazine advertisements broken down by
geographic region
- Figure 11b: Local newspaper and magazine advertisements broken down by
geographic region
- Figure 12: Would you find a national newspaper/magazine advertisement useful
in finding out about a new supplier?
- Figure 13: National newspaper and magazine advertisements broken down by
geographic region
- Figure 14a: National Newspaper or magazine advertisement broken down by
geographic region
- Figure 14b: National newspaper or magazine advertisement broken down by
geographic region
- Figure 15: Would you consider television advertisements to be useful
in finding out about a new supplier?
- Figure 16: Television advertisements broken down by geographic region
- Figure 17a: Television advertisements broken down by geographic region
- Figure 17b: Television advertisements broken down by geographic region
- Figure 18: Would you consider direct mail to be useful in finding out
about a new supplier?
- Figure 19: Direct mail broken down by geographic region
- Figure 20a: Direct mail broken down by geographic region
- Figure 20b: Direct mail broken down by geographic region
- Figure 21: Would you consider radio advertisements to be a useful in finding
out about a new supplier?
- Figure 22: Radio advertisements broken down by geographic region
- Figure 23a: Radio advertisements broken down by geographic region
- Figure 23b: Radio advertisements broken down by geographic region
- Figure 24: Would you consider billboard advertisements to be useful in finding
out about a new supplier?
- Figure 25: Billboard advertisements broken down by geographic region
- Figure 26a: Billboard advertisements broken down by geographic region
- Figure 26b: Billboard advertisements broken down by geographic region
- Figure 27: Would you consider radio shows or presentations to be useful
in finding out about a new supplier?
- Figure 28: Radio shows and presentations broken down by geographic region
- Figure 29a: Radio shows and presentations broken down by geographic region
- Figure 29b: Radio shows and presentations broken down by geographic region
- Figure 30: Would you consider telesales to be useful in finding out
about a new supplier?
- Figure 31: Telesales broken down by geographic region
- Figure 31a: Telesales by geographic region
- Figure 31b: Telesales broken down by geographic region
- Figure 32: Would you consider door to door sales to be useful
in finding out about new suppliers?
- Figure 33: Door to door sales broken down by geographic region
- Figure 34a: Door to door sales broken down by geographic region
- Figure 34b: Door to door sales broken down by geographic region
AbstractWith a focus on the United States, "Issues in Branding" provides expert insight from specialists in the branding field to help you to develop a more effective strategy. Chapters include coverage of brand strategy consultants, energy companies, differentiating factors, competitive communications analysis, consumer media preferences and more.
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