"DNA"

What is DNA?

DNA stands for Deoxyribonucleic Acid which is molecule in living cells that contains genetic instructions used in the development and functioning of things (BiotechnologyOnline, 2010). To explain it more easily, it is a set of blueprints that contain all genetic information of that particular thing (Wikipedia, 2011). I'm not going into scientific mode here but I just want to set a ground rule of what DNA is.

So, it is clear now that everything in this world comprises of DNA which represents the overall of characteristics of that thing, including living organisms like human and animal or even objects.

Every brand in the market must has its own strong brand's DNA which illustrates the whole image and characters of the brand. Therefore, what is brand 's DNA exactly?

Brand's DNA is the list or genetics of a brand ranging from colour to photography, materials, form, placement, people, price, attitude, endorsement etc. It includes both visual and sensory code that people use to relate to one particular brand. In order to differentiate itself from its competitors, brand needs to have strong and consistent brand image in consumers' mind and this is really crucial in luxury brands.

Carol Chapman (2010) made an important statement, in which I totally agree upon, that brand needs to have effective marketing strategies in an attempt to attract customers in the door. However, it doesn't bring them back to the same brand for the second time or later on as frequent or loyalty customers. The important thing here is that brand needs to make sure that customers will come back for more with its ability to always deliver consistent, distinctive, and relevant experience to its customers.

Chapman (2010) also gave 8 useful benchmarks you need to consider to make sure you have precise and distinctive brand's DNA;
1.) What perception does your  brand want to own in the minds of your market?
2.) What is the distinctive style of your brand?
3.) What are the core values of your brand that guide your behaviors and business practices?
4.) What are your unique differentiators that help create and leverage brand advantage?
5.) What standards of performance excellence will you adhere to across your brand scorecard?
6.) How will your brand reinforce who you are and the desired perception you want to create in the minds of your employees and customers?
7.) Does your brand have strong point of view?
8.) What is your brand promise to your employees and customers?


Now, what are the intrinsic qualities that make up a brand?

• Name - Luxury brands have their own ways to do things. Starting from the name, it usually doesn't follow branding strategy of how to come up with a brand name. Normally, luxury brands tend to use the name of its creator

• Emotive
• Celebrity Endorsed or Anonymous - Luxury brands tend to use celebrity endorsement as one of the essential tactics to attract customers and create desire to own the product

• Senses - It includes both tangible and intangible things; shape, colour, smell, sound, icon, touch, service etc.

• Visual Code - It can also be called 'logo' and it provides immediate recognise of the brand in split seconds

• Style/Photography

• Experience

Last but not least, packaging is one of the things luxury brand couldn't forget. Nowadays, people not only buy for the product inside, they also buy the packaging. To have congruent image in consumers' mind, brand needs to pay attention to every little detail comprising the brand. Packaging is one of the first representations of the brand itself, creating excitement for what's inside, and it now conveys the concept of 'more' than just a product. It brings the living dream to people. Packaging for luxury brands normally uses good quality material with durability, elegance and classic design to deliver perfection to its customers, for example, Krug offers 'Krug On My Own Terms', luxurious bespoke cellar case with personalized plaque made from either metal, mirror, or saddle leather along with customer's name or initials. This Krug special case costs around $1,000 (Stern, 2008).

So ... are you a type of person who might judge a book by its cover? If yes, don't be surprised! That's how it works!





Bibliography
1. Chapman, C. (2010). 'What is your brand DNA? Create a more desirable brand experience' Sales & Service Excellence, 10 (1) pp.5. Business Source Complete [online]. Available at:

http://web.ebscohost.com/ehost/detail?hid=107&sid=70bdd427-928b-4eca-936d-4890b2b15b65%40sessionmgr114&vid=3&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&AN=48723850 (Accessed 24 February 2011).

2. Biotechnology Online (2010). What is DNA?. Available at: http://www.biotechnologyonline.gov.au/biotec/whatisdna.html  (Accessed 24 February 2011)

3. Wikipedia (2011). DNA. Available at: http://en.wikipedia.org/wiki/DNA (Accessed 24 February 2011)

4. Stern, P.J. (2008). Krug 'On My Own Terms'. Available at: http://www.luxist.com/2008/12/03/krug-on-my-own-terms/ (Accessed 24 February 2011)