411 33 Powerpoint-slides Chapter-2-Creating-brand Chapter 2 Creating a Brand
Transcript of 411 33 Powerpoint-slides Chapter-2-Creating-brand Chapter 2 Creating a Brand
-
7/28/2019 411 33 Powerpoint-slides Chapter-2-Creating-brand Chapter 2 Creating a Brand
1/18
Chapter 2:
Creating a Brand
-
7/28/2019 411 33 Powerpoint-slides Chapter-2-Creating-brand Chapter 2 Creating a Brand
2/18
Contents
Building a brand
Brand identity
Brand personality Brand image
-
7/28/2019 411 33 Powerpoint-slides Chapter-2-Creating-brand Chapter 2 Creating a Brand
3/18
-
7/28/2019 411 33 Powerpoint-slides Chapter-2-Creating-brand Chapter 2 Creating a Brand
4/18
Strategic Brand building and management process
Strategic Analysis
Designing Identity of brand
Brand as a product
Brand as a person brand personality
Brand as a symbol
Brands as an organization
Internal company analysisVision, mission and
organizational culture
Company strengths and
weaknesses
Existing brand image
Brand heritage
External audit
PESTE analysis
Porters five forces
Industry analysis
Competitor analysis
Customer analysis
Supplier analysis
Substitutes
Identify brand value proposition
Functional benefits
Self-expressive benefits
Emotional benefits
Identify opportunities: Brand Objectives
Identify brand positioning basis
Build a brand through the marketing
programs
Product strategy
Pricing strategy
Promotion strategy
Distribution strategy
Online strategy
Measure brand performance
Financial measures
Customer based measures
Branding strategies
Brand architecture,
Brand stretching and
Brand extension strategies
Grow and sustain brand equity
Manage brand challenges over time
Manage brands across boundaries
Brand meaning: Brand image, Brand positioning, Brand
personality
ORGANIZATIONAL
ACTIVITY
CONSUMERS UNDERSTANDING OF THE
BRAND
Feedback
-
7/28/2019 411 33 Powerpoint-slides Chapter-2-Creating-brand Chapter 2 Creating a Brand
5/18
The Strategic Fit
Strategic brand building includes a mix of organizational
activity and the consumers perception or
understanding of the brand.
It is therefore important that there be a strategic fitbetween the two entities i.e. the identity designed by
the organization should be understood and readily
perceived by the customers.
-
7/28/2019 411 33 Powerpoint-slides Chapter-2-Creating-brand Chapter 2 Creating a Brand
6/18
The Strategic Fit
Company Brandidentity (BI1)
Brand is created
Brand is
purchased
Brand
evaluation by
consumers
Product
design andfeatures
Brand
communication
Price
Place
Social
responsibility
Perceivedself image
Brand image
(BI2)
(BI2) similar to (BI1) (BI2) dissimilar to (BI1)
Brand gap
Brand meets expectations
Strong Brand
Feedback
-
7/28/2019 411 33 Powerpoint-slides Chapter-2-Creating-brand Chapter 2 Creating a Brand
7/18
Designing Brand identity
Kapferers Identity Prism
Kapferer (2009) has categorized the brand
identity into six dimensions that can be
represented by the six faces of the hexagonal
prism. The six facets are broadly categorized
under two perspectives internal and external
-
7/28/2019 411 33 Powerpoint-slides Chapter-2-Creating-brand Chapter 2 Creating a Brand
8/18
Kapferers Identity Prism
Left side
The left side is the social face
of the brand and helps in
expressing the brand.
They result in externalization
of the brand and consists of:
Physique of the brand
Relationship
Reflection
Right side
The right side of the prism is
the spirit of the brand and is
incorporated in the brand
itself.
It results in internalization of
the brand and consists of:
Personality
Culture
Self-image
-
7/28/2019 411 33 Powerpoint-slides Chapter-2-Creating-brand Chapter 2 Creating a Brand
9/18
Brand personality
Brand personality is a set of human characteristics that can beassociated with the brand like gender, age and personality traits like
warmth, honesty, integrity, etc.
The physical aspects of a product can be copied but it is very difficult
to copy the personality of a brand. Thus brand personality helps inbuilding a sustainable competitive advantage
For an organization retailing brands across cultural boundaries, the
personality of the brand is an important aspect that helps them to
market their brand. Celebrity endorsements help in creating a brand personality as they
help consumers to understand the brand in context of the celebrity.
-
7/28/2019 411 33 Powerpoint-slides Chapter-2-Creating-brand Chapter 2 Creating a Brand
10/18
Measuring brand personality
An important aspect that needs to be discussed is how to measure
brand personality.
This is not discussed in the brand identity prism as in a brand
identity the focus is internal. When we talk about measuring brand personality the focus is
external, i.e. how does the customer perceive the brand or what is
the personality of the brand according to the customers.
This can be done with the help of Aakers (1997) Brand PersonalityFramework
A k
-
7/28/2019 411 33 Powerpoint-slides Chapter-2-Creating-brand Chapter 2 Creating a Brand
11/18
Aakers
Brand Personality Framework
Brand
personality
Sincerity4 facets
11 items
Excitement4 facets
11 items
Competence3 facets
9 items
Sophistication2 facets
6 items
Ruggedness2 facets
5 items
-
7/28/2019 411 33 Powerpoint-slides Chapter-2-Creating-brand Chapter 2 Creating a Brand
12/18
Aakers
Brand Personality Framework
Sincerity Excitement Competence Sophistication RuggednessDown to earth
Down-to-
earth
Family-
oriented
Small town
Honest
Honest
Sincere
Real
Wholesome
Wholesome
OriginalCheerful
Cheerful
Sentimental
Friendly
Daring
Daring
Trendy
Exciting
Spirited
Spirited
Cool
Young
Imaginative
Imaginative
Unique
Up-to-date
Up-to-date Independent
Contempora
ry
Reliable
Reliable
Hard
working
Secure
Intelligent
Intelligent
Technical
Corporate
Successful
Successful
Leader
Confident
Upper-class
Upper class
Glamorous
Good
looking
Charming
Charming
Feminine
Smooth
Outdoorsy
Outdoorsy
Masculine
Western
Tough
Tough
Rugged
-
7/28/2019 411 33 Powerpoint-slides Chapter-2-Creating-brand Chapter 2 Creating a Brand
13/18
Brand image
The brand image is the set of beliefs held about a
particular brand (Kotler and Keller, 2005) by the
consumer.
This image is formed by an understanding of all the brandassociations.
The brand image gives an understanding about how
consumers choose a particular brand among alternative
brands after they have gathered information about the
brands.
-
7/28/2019 411 33 Powerpoint-slides Chapter-2-Creating-brand Chapter 2 Creating a Brand
14/18
Brand image (contd.)
Brand image is defined as perceptions about a
brand as reflected by the brand associations held
in consumer memory. Brand associations are
anything linked in memory to a brand
The association can be with the brands attribute,
brands benefit and the brand attitude
-
7/28/2019 411 33 Powerpoint-slides Chapter-2-Creating-brand Chapter 2 Creating a Brand
15/18
Brand image (contd.)
Brand image can be built by:
Product
Price Packaging
User imagery
Usage imagery
-
7/28/2019 411 33 Powerpoint-slides Chapter-2-Creating-brand Chapter 2 Creating a Brand
16/18
Brand image (contd.)
Free associations
Picture interpretations
Brand as a person
Brand as an animal /
magazine
Use experience
Decision process Brand user
Differential perception
Personal values drivingchoice
Brand meanings can be studied by adopting any of the following
measures:
-
7/28/2019 411 33 Powerpoint-slides Chapter-2-Creating-brand Chapter 2 Creating a Brand
17/18
Quick Recapitulation
Building a brand
Brand identity
Brand personality Brand image
-
7/28/2019 411 33 Powerpoint-slides Chapter-2-Creating-brand Chapter 2 Creating a Brand
18/18
Questions?