For those of you who missed the Value Branding seminar, I have taken the liberty of sending you my notes for your enlightenment.  Please note that they are not 100% comprehensive.
Enjoy!

Value Branding

Price is linear (quantitative), value is not (qualitative)
You cannot necessarily assign a price to quality

Decreasing price may erode brand image.  It may make them look cheap, undesirable.  Sometimes, it’s better to focus on value.

“Price is what you pay, value is what you get”
Waren Buffet

Ex:
Bunnings
hardware warehouse business, low prices, position themselves as a ‘do-it-yourself company’ (make customers believe they can do it themselves). 
Prices are 10% better than their competitors, but this is not the focus, the focus remains on the customers.
Discount is not the focal point.
It empowers customers to do it themselves.  This is the true value to their product.  (first people, price second)

Price as a noose - value as a net

Price fighter brands VS. Value brands

You must deliver price but through a layer of value

Customers want to understand what value the brand delivers to them.  Price is important but should not be the only differentiator.

Price plus principle Examples:

Body shop:
Fighting for a cause, strong values, natural products, recyclable products
Inexpensive natural beauty products
Focused on changing the world
It’s the perfect ’soap box’ for her principles, defending human rights, activating self-esteem
higher awareness, ethical products

Dove:
Campaign for Real Beauty
Fight for real beauty, not age focused, every woman is beautiful
All skin types, body types, age groups
This has been applauded by women over the world & driven their sales

Pedigree:
Celebrating companionship of owners and dogs
Capturing the hearts of dog lovers

Havaianas:
Providing design for all
Aligning themselves with graphic designers
Originally they were perceived in Brazil as shoes for poor people, they revamped their image (she thinks by accident) and now they’re way cool
Havaianas has given rise to a brand culture

McDonalds:
Launched balanced active lifestyle campaign
Known as an enemy to obesity
Options to live a balanced lifestyle
We provide the options for healthy eating….it’s your choice what you do.

Volley:
Australian tennis shoe inspired by tennis legend
Became bestseller
Worn by all ages of people, street fashion
Before cheap, now more.
Higher cause, not sure what it is, culture I guess
PS ‘exceptionally average’

Subway:
Positioned as ‘good fast food’, healthy convenience food
Became the fastest growing food change
Paradox: fast food can be healthy
Jared = success story that helped them deliver their message
PS ‘eat fresh’

VW Jetta:
Sporty design, German car, cheaper than others in its class
Doesn’t scream good price
‘not nearly as expensive as it looks’

Muji:
Declared war on brands, high design style, simplified packaging
Focused on value: superior value, quality management, cut out branding
Stands out
Good price quality goods
Generic packaging

Tide:
Usually beating the enemy
Dirt is not the enemy, get dirty
TVC: Help silence the stain
‘Silence the stain, instantly’

Southwest Airlines:
They take care of the little things that consumers care about
Flights always on time at the lowest possible prices
They try to make flying an enjoyable experience
i.e., Catering conventions, taking care of people while their waiting in line at the airport, on the plane, get there on time, delivering value

Gap:
Before they were cheap, value for money
Scandal about child labour in India, this could have ruined their business & image
They instantly turned it around, changed their practices, now esteemed as one of the most humanitarian companies
They launched a campaign to show people how they could wear gap in their way, they used celebrities like Lenny Kravitz, Sarah Jessica Parker (& showcased them using the brand (Gap clothes worn & accessorized according to their own personal style)

H&M:
Inspired by Macy’s and Barnies
Quality fashion at a reasonable price
Price isn’t the focus.  People don’t talk about price
Replicated designs right off the runway,(the latest fashion) quality, affordable price
‘modern classic’
Madonna (But she didn’t mention this)

Value Branding
Branding can be executed simply & cheaply in terms of communication
The Brand must deliver its promises
‘Price Plus Principle’

Deliver excitable ideas that will be passed on

‘Whatever the cause, make sure it cuts through!’
World branding at the one centre
Brands must be clear about what they are and what they stand for (Clarity of brand image)

(Value Branding Continued)

Price + Principles

People:     Havaianas & Target
(focus on people, design for everyone)

Passion:     Body Shop & Pedigree
(driven by a cause, a love of animals, etc.)

Phenomena:    McDonald’s & Dunlop Volley
(balanced lifestyle, refocused their positioning, now something for everyone)

Paradox:    Subway
(fast food that’s healthy)

Problem:    Muji & Tide
(trading in packaging for quality, beating the enemy: dirt)

Pioneer:    Southwest Airlines & Gap
(first of their kinds)

Process:    Aidi
(quality that costs less)

Personality:    Jet Blue
(happy Jetting)

Place:        IGA & Bonds
(local heroes, focus on the community)

Price Plus:    H&M
(affordable quality fashion, modern classic, everyday luxury)