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4D Branding
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- 2017 год
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GAD’S 4D BRANDING: DIMENSIONS OF BRAND
Thomas Gad invented his four-dimensional model, called 4D branding (D — dimensions) for the construction and analysis effectiveness of the brand. It can be used to create a new brand or to assess existing ones. In fact, this model of four dimensions allows companies to develop their own unique brand code, mental field of the brand, which will be relayed to consumers. Focusing on some of them, producers can activate the appropriate sphere of human existence.
1.1. Functional dimension.
The first of the four is functional dimension. Often a need for the development of the brand begins with the unique goods or service production and the benefits that it creates for the consumer. It is the foundation of the brand. This is perceived usefulness, isn’t necessarily the real use which an inventor or engineer meant but the one that the consumer directly perceives.
Everything is related to the physical quality, taste, style and efficiency falls in the functional category. The value of functional measurement depends on the brand’s position on the curve of its life cycle. The closer to the beginning the more important functional characteristics for the determination of the brand.
The functional dimension describes the unique characteristics of a product due to the perception of the product’s usefulness associated with the brand.
An example of such positioning can be Nokia Company. At some point the company decided to focus on the user-friendly interface, simple menu which each person could understand. Nokia has actually become associating with easiness of use by emphasizing one of the functions of their product.
1.2. Social dimension.
In the social dimension a trademark or logo is transformed into a symbol of the sect which ideally creates the brand. The brand often creates a cult around itself and becomes a sign of social distinction from the point of the social dimension’s view.
The vehicle of the symbol is easily recognizable and openly accepted by other members of the sect. If you see the running man with the same brand’s badge on the jacket or someone emerging from the same car as yours, you will feel that connection between you and that person.
The social dimension deals with the experience of the consumer as a user and shows opportunity to identify themselves as a member of a certain social group.
So initiative «I love Ukraine» from the Ukrainian mobile operator «Kyivstar» forming the Patriotic movement under the slogan «Share your love to Ukraine» and made the image of the national company that cares about the country
1.1. Functional dimension.
The first of the four is functional dimension. Often a need for the development of the brand begins with the unique goods or service production and the benefits that it creates for the consumer. It is the foundation of the brand. This is perceived usefulness, isn’t necessarily the real use which an inventor or engineer meant but the one that the consumer directly perceives.
Everything is related to the physical quality, taste, style and efficiency falls in the functional category. The value of functional measurement depends on the brand’s position on the curve of its life cycle. The closer to the beginning the more important functional characteristics for the determination of the brand.
The functional dimension describes the unique characteristics of a product due to the perception of the product’s usefulness associated with the brand.
An example of such positioning can be Nokia Company.
...
1.3. Mental dimension.
The mental dimension reflects the relationship between the buyers and the social group to which they want to belong. The brand stands as a powerful identification tool in the opinion of other people. It is not about what people think about you but only about what you think about yourself.
Anyone needs life and behavior role model. The brand’s mental dimension serves this purpose. Life experience forms the personality, reactions and behavior from early childhood to the present time. Sometimes it leads to low self esteem in certain ways. Assistance in changing mental conceptions of themselves are very important to people and it gives the great opportunity to the constructor of the brand.
We get the personal pleasure from knowing that we have something special. It plays an important role in the construction of the brand. So begins the rise of the most exclusive brands.
Mental dimension affects people, forms new values in the minds of consumers.
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1.4. Spiritual dimension.
«The spiritual dimension» sounds almost religious. (In Sweden many people are suspicious to religion, so sometimes instead the term «spiritual dimension» is used the word «idealistic».) Spiritual dimension refers to a large system in which we all are. If you understand the spiritual you will understand the connection between brand, product or company and this wider system.
According to Jerry Greenfield, one of the founders of Ben & Jerry: «When you directly and loudly express your great ideals, you become a target for criticism, and it will come soon. You want your idea to help you keeping at the high standards’ level. The danger is that you begin to fear shots. This is the worst thing that can happen to you».
Spiritual dimension summarizes the values behind the brand. It refers to the consumers’ beliefs and sets them on a local or global responsibility.
The good example is a mineral water «Morshynska».
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2. BRAND CODE
The author offers to provide very clear brand code to create a very clear unique brand. The brand code is the expression that your company or product embodies. It tells the story of your company. This is a business idea, positioning, vision and mission in one package.
The author sees the brand’s shell (it is shown on the picture 5) in the following form: the сore is the main idea of the brand code. Cope is surrounded by a mental field in its four dimensions framed six component parts of a Brand code («Product», «Positioning» and «Style» are based on the current situation of the brand in the market. «Mission», «Vision» and «Values» affect the future aspects of the brand).
Picture 5 – Brand code model
Turning to the management of brands, Thomas Gad advised to follow three rules:
• Never involve in brand code decision making the all staff. The brand code is the product of a very small group’s of people creativity.
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3.1. Visa VS American Express
Kevin Keller, Tuck School’s of Business Professor, in an article published in the Harvard Business Review suggests that a key characteristic of successful brands is their correct positional.
We need to understand the value of competitive differences and coincidences. Coincidence is a region of similarity. It is often possible to neutralize the competitive advantages of brands and competitors recognizing and creating points of convergence. At the same time it is possible use the differences in order to make its own brand of special. He illustrates his idea by the example of Visa Company engaged in issuing credit cards.
In 1970-e years the American Express company differentiated its brand focusing on social status which has their cards’ holders. They declared the idea: «Membership has the privileges». In reply, Visa introduced the gold and platinum cards and put a lot of effort to improve the status of their brand.
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3.2. BMW VS Mercedes-Benz
The BMW slogan is «Maximum driving pleasure». The Mercedes - Benz slogan is «Еhe Star always shines from above».
It is obvious that the BMW brand is very strong in the social dimension because this machine is a symbol of a high social status, but the same can be said about many others such Mercedes and Audi. Mental dimension’s power differentiates BMW from other auto brands. That is extremely important to safe high trade margins and profit reception in market of these days.
The BMW mental dimension in German is expressed in the words FREUDE AM FAHREN, which translates as «joy of driving»
The BMW brand will have high rates of functional, mental and social axes. Its’ weak point is in the spiritual dimension. According to this, the responsible for brand managers in Munich must carefully consider strengthening of the brand in the spiritual dimension.
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CONCLUSION
Brand in companies’ life is even more important than profit. The customer selecting any goods doesn’t thinking about what benefit he brings to the company. It is absolutely obvious that he thinks only about his own benefit which he will receive alongside with the goods at the moment of purchasing. Therefore effectively selling a product just company which different from others in the required or desired consumer side.
The company brings together the statements of an «abstract» buyer turning to the description of the product in the mind space of the brand. Exploration of the successful brands showed that perception and brand building always divide into four categories, or dimensions, which formed the basis of a four-dimensional branding in the minds of the consumers.
The use of four-dimensional branding allows us to predict the future behavior of the brand and see the results of new brands’ creation.
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1. 4D Branding: Cracking the Corporate Code of the Network Economy. Thomas Gad
2. URL: http://www.visa.com.ru/ru/ru-ru/index.shtml - Official website of Visa company.
4. URL: http://www.nokia.com/ru_int – Official website of Nokia company.
5. URL: https://kyivstar.ua/uk/mm – Official website of Kievstar company.
6. URL: https://www.rolls-roycemotorcars.com/en-GB/home.html – Official website of Rolls-Royce company.
7. URL: http://www.morshinska.ua/– Official website of Morshinska water company.
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