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A brand is a name, term, sign, symbol, or design which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.
SOME IMPORTANT CONCEPTS Brand Name: The part of a brand that can be
spoken including letters, words and numbers. Brand Mark: The elements of a brand that cannot be spoken Brand Equity: The value of company and brands names. Master Brand: A brand so dominant that it comes to mind immediately when a product category, use, attributes or benefit is mentioned.
Baking Soda
Adhesive Bandages
Rum Gelatin Soup Cream Cheese Crayons Petroleum Jelly
Band-Aid
Bacardi Jell-O
BRAND MARK
Logo/Name
BENEFITS OF BRANDING
Branding Distinguishes Products From Competition Product Identification Aids In Repeat Sales Aids In New Product Sales
BRAND BONDING
Brands Are Not Built By Advertising But By Brand Experience.
Everyone In The Company Lives The Brand. Three Ways To Carry Out Internal BrandingEmployees Must Understand,
Brand name makes it easier for sellers to process orders and track down problems. Sellers brand name and trade mark provides legal protection of unique product features.
Branding gives the seller the opportunity to attract a loyal and profitable set of customers.
Branding helps the seller segment markets. Strong brands help build market image, making it easier to launch new brands and gain acceptance
Cigarettes Mayonnaise Toothpaste Coffee Athletic Shoes Canned Veggies Garbage Bags
Brand Equity
Associations
AAKERS FIVE LEVELS OF CUSTOMER ATTITUDE: The customer will change brand, especially for price reasons. No brand loyalty. Customer is satisfied. No reason to change brand. Customer is satisfied and would incur cost by changing brand. Customer values the brand and sees it as a friend. Customer is devoted to the brand.
Customer-based brand equity represents the added value endowed to a product as a result of past investments in the marketing of a brand.
Customer-based brand equity provides direction and focus to future marketing activities 15
4. RELATIONSHIPS =
RESONANCE
3. RESPONSE =
JUDGMENTS
FEELINGS
2. MEANING =
PERFORMANCE
IMAGERY
1. IDENTITY =
SALIENCE
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SALIENCE DIMENSIONS
Purchase consideration
Consumption consideration
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PERFORMANCE DIMENSIONS
Primary characteristics & supplementary features Product reliability, durability, and serviceability
IMAGERY DIMENSIONS
User profiles
Actual or aspirational
Group perceptions -- popularity
Type of channel, specific stores, ease of purchase Time (day, week, month, year, etc.), location, and context of usage
JUDGMENT DIMENSIONS
Brand quality
Value
Satisfaction
Brand credibility
Expertise
Trustworthiness Likability
Brand consideration
Relevance
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FEELINGS DIMENSIONS
Warmth
Fun
Excitement
Security
Social approval Self-respect
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RESONANCE DIMENSIONS
Behavioral loyalty
Attitudinal attachment
Proud of brand
Sense of community
Kinship Affiliation
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Active engagement
Rank
1 2 3 4 5 6 7 8 9 10
Coca Cola Microsoft IBM GE Intel Nokia Disney McDonalds Marlboro Mercedes
$69.6 $64.1 $51.2 $41.3 $30.9 $30 $29.3 $26.4 $24.2 $21
Strategic brand management involves the design and implementation of marketing programs and activities to build, measure, and manage brand equity. The strategic brand management process is defined as involving four main steps: 1) Identifying and establishing brand positioning and values 2) Planning and implementing brand marketing programs
25 3) Measuring and interpreting brand performance
Consumer Need For Simplification Consumer Need For Risk Reduction Savvy Consumers
Increased Competition
Decreased Effectiveness Of Traditional Marketing Tools And Emergence Of New 26 Marketing Tools
Enjoy greater brand loyalty, usage, and affinity Command larger price premiums Receive greater trade cooperation & support Increase marketing communication effectiveness
For branding strategies to be successful, consumers must be convinced that there are meaningful differences among brands in the product or service category.
Consumer must not think that all brands in the category are the same.
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