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Brand
Here
June 2010
Overview
Companies and organizations invest heavily in the science behind their products. That
science represents value – a lot of value – in the eyes of the public. Yet companies
sometimes fail to communicate the nature and extent of their scientific efforts. The
public may never hear about the important work behind sustainability programs, for
instance, or the years of research required for new technologies and innovations.
This paper explores the definition of science brand equity, why it is important, how it
relates to the communication of sustainability practices, and how companies can
assess as well as communicate their own science brand equity. We end by suggesting
that companies and their marketing firms should explore this topic more fully with the
goal of building public trust and benefiting both themselves and society.
Brand equity refers to the marketing effects or outcomes a product gains when
associated with its brand name, in contrast to the marketing effects or outcomes for the
same product but without the brand name.1 The link between brand and marketing
effects is consumer knowledge. In other words, consumers' knowledge about a brand
makes manufacturers and advertisers respond differently and use carefully adapted
methods for marketing the brand.2
Brand equity as an entity has been described and defined over the years and is now
understood to be a significant, tangible component of an organization’s worth.
Science brand equity, therefore, represents the value of science and technology
related to a product or company. It is that component of the brand equity specifically
related to science, sustainability, research, technology, and innovation. What do
consumers know about the science of your organization? What can they learn that will
make them change a purchase decision or have more loyalty to your brand? What
portion of your brand’s total equity is related to its scientific, engineering, and
technological efforts – and how can you capitalize on that portion?
1
Aaker, David A. (1991), Managing Brand Equity. New York: The Free Press
2
Keller, Kevin Lane (1993). “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing
(January) 1-22
• The public trusts and believes in science and scientists. In a recent study by
Virginia Commonwealth University, 85% of people surveyed believe “scientific
research is essential for improving the quality of human lives."3 And, 80% of people
surveyed perceive scientists and researchers to have the best understanding of
issues such as global warming, stem cell research, and genetically modified foods.4
Chris Mooney, author of the 2009 book Unscientific America, believes it is the job of
scientists to lead the conversation. He wrote: “If scientists don't take a central
3
Virginia Commonwealth University (VCU) Center for Public Policy Survey, 2001, 2006
4
University of Chicago, National Opinion Research Center, General Social Survey, 2006
5
Bonini, Sheila, Stephen Gorner and Alissa Jones. (2010), McKinsey Global Survey: How Companies Manage Sustainability.
6
Ibid.
Many scientists don't have the research, training, or mindset to communicate about
science. Most have not spent time developing their communication and persuasive
abilities. In the future, changes to scientific education and within science institutions
might give scientists a better background in communication. But right now, organizations
with vested science brand equity can take charge, step into the gap, and use their
resources to fill the communications void.
Furthermore, specific and pertinent communication will move the conversation away
from greenwashing (faked sustainability) to real solutions-based sustainability. According
to a recent report by OgilvyEarth, greenwashing has “the power to destroy brand
reputation, undermine a movement, alienate customers and estrange a loyal workforce.
As far as sustainability marketing has come in the last decade, the Greenwash Monster
is still lurking, and it’s time we got rid of it once and for all."8 One report found 98% of all
green claims made in 2009 guilty of one or more of the “Seven Sins of Greenwashing”
and reported that 64% of Americans no longer trust sustainability-related marketing. 9
A focus on the science behind sustainability efforts can enable companies to avoid both
greenwashing and the appearance of greenwashing. Consumers will learn about
research-based solutions put in place by forward-thinking companies in a way that
highlights innovations in products, packaging, and efficiency, as well as organization and
people.
7
Unscientific America, Chris Mooney, 2009
8
From Greenwash to Great, OgilvyEarth, 2010, http://ogilvyearth.com/greenwash
9
TerraChoice. “The Seven Sins of Greenwashing,” 2009. Web.
Notice that the companies on this list all have a strong relationship to scientific research,
even though not all are traditional technology companies. IBM, with over 100 years of
technology and business computing behind it and more patents than any other company
in the world, clearly has large science brand equity. Many consumer-facing brands also
have large science brand equity, although they may fail to take full advantage of its
value. One example is Coca-Cola, which spends millions of dollars on R&D and
sustainability efforts. When Coca-Cola creates a better water purification system, or
develops more efficient packaging, it is increasing its science brand equity.
We assert that, although all the companies on Interbrand’s 2009 Best Global Brands top
ten list have high science brand equity, none of them are taking full advantage of it.
Several are taking steps in this direction, including IBM with its Smarter Planet
Campaign, GE with Eco-magination and Intel’s “Scientists as Rock Stars.” However, we
need more conversation about science, more conversation about technology, and more
conversation about the science and technology behind sustainability.
10
Interbrand Bet Global Brands Report (2009), http://www.interbrand.com/best_global_brands.aspx
The National Science Foundation (NSF) estimates that despite the severe economic
downturn, overall spending on R&D conducted in the United States was $398 billion in
2008, up from $373 billion in 2007. In fact, national R&D spending has increased mostly
uninterrupted since 1953. Over the past 20 years, growth in R&D spending has
averaged 5.6% in current dollars and 3.1% in constant dollars – somewhat ahead of the
average pace of GDP growth over the same period.11
U.S. R&D Funding Sources – 200812 U.S. R&D Performing Sectors - 2008
($ in billions)
Federal
Academic
Govt,
Sector,
$104B,
$51, 13%
26%
Business Other
Sector, (gov't,
$268, Other, etc), $58,
64% $26, 7% Business 14%
Sector,
$289,
73%
11
http://www.nsf.gov/Statistics
12
For both charts: http://www.nsf.gov/statistics/infbrief/nsf10312/
13
McKinsey study, ibid.
Thus it is important in today’s world for corporations to be truthful and accurate, and use
communications channels and messaging that are trustworthy in the eyes of consumers.
14
Edelman, Trust Barometer (2010), http://www.edelman.com/trust/2010/docs/2010_Trust_Barometer_Executive_Summary.pdf
A logical next step, therefore, is that corporations should use their researchers and
scientists (plus academic experts who are versed in the relevant type of R&D) to
communicate their brand messaging. In other words, they should build and communicate
their science brand equity as a component of their overall brand equity.
Conclusion
In the years ahead, companies will continue to push the boundaries in scientific
research and development. We submit they should also be pushing the
boundaries in scientific communication, as they have resources and capabilities
beyond the academic spectrum.
Companies can combine their focus on brand equity and brand development with
their applied scientific research, innovation, and technology development.
Organizations and marketers should explore the notion of building and
communicating science brand equity. Those companies that invest in this area
will reap benefits through increased brand equity, stronger relationships with their
constituencies, and the rebuilding of public trust.
15
Ibid.
Other names and brands may be claimed as the property of others. Scientific Brand third
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