Branding Brand 112311
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1
BRAND MANAGEMENT
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What is a Brand?
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.
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New Branding Challenges
Brands are important as ever Consumer need for simplification Consumer need for risk reduction
Brand management is as difficult as ever Savvy consumers Increased competition Decreased effectiveness of traditional
marketing tools and emergence of new marketing tools
Complex brand and product portfolios
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The Customer/Brand Challenge
In this difficult environment, marketers must have a keen understanding of: customers brands the relationship between the two
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The Concept of Brand Equity
The brand equity concept stresses the importance of the brand in marketing strategies.
Brand equity is defined in terms of the marketing effects uniquely attributable to the brand. Brand equity relates to the fact that different
outcomes result in the marketing of a product or service because of its brand name, as compared to if the same product or service did not have that name.
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The Concept of Customer-Based Brand
Equity Customer-based brand equity Differential effect Customer brand knowledge Customer response to brand marketing
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Determinants of Customer-Based Brand
Equity Customer is aware of and familiar with the brand
Customer holds some strong, favorable, and unique brand associations in memory
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Building Customer-Based Brand
Equity Brand knowledge structures depend on . . .
The initial choices for the brand elements
The supporting marketing program and the manner by which the brand is integrated into it
Other associations indirectly transferred to the brand by linking it to some other entities
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Benefits of Customer-Based Brand
Equity Enjoy greater brand loyalty, usage, and affinity
Command larger price premiums Receive greater trade cooperation &
support Increase marketing communication
effectiveness Yield licensing opportunities Support brand extensions.
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Customer-Based Brand Equity
as a “Bridge” 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
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The Key to Branding
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.
PERCEPTION = VALUE
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Strategic Brand Management
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 values2) Planning and implementing brand marketing programs3) Measuring and interpreting brand performance4) Growing and sustaining brand equity
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Strategic Brand Management Process
Mental mapsCompetitive frame of referencePoints-of-parity and points-of-differenceCore brand valuesBrand mantra
Mixing and matching of brand elementsIntegrating brand marketing activitiesLeveraging of secondary associations
Brand Value ChainBrand auditsBrand trackingBrand equity management system
Brand-product matrixBrand portfolios and hierarchiesBrand expansion strategiesBrand reinforcement and revitalization
KEY CONCEPTSSTEPS
Grow and SustainBrand Equity
Identify and EstablishBrand Positioning and Values
Plan and Implement Brand Marketing Programs
Measure and InterpretBrand Performance
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Motivation forCustomer-Based Brand Equity
Model Marketers know strong brands are
important but aren’t always sure how to build one.
CBBE model was designed to be … comprehensive cohesive well-grounded up-to-date actionable
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Rationale of Customer-Based Brand Equity
Model Basic premise: Power of a brand resides in
the minds of customers Challenge is to ensure customers have the
right types of experiences with products & services and their marketing programs to create the right brand knowledge structures: Thoughts Feelings Images Perceptions Attitudes
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Building Customer-Based Brand
Equity Building a strong brand involves a series of steps as part of a “branding ladder”
A strong brand is also characterized by a logically constructed set of brand “building blocks.” Identifies areas of strength and weakness Provides guidance to marketing activities
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CUSTOMER-BASED BRAND EQUITY PYRAMID
RESONANCE
SALIENCE
JUDGMENTS FEELINGS
PERFORMANCE IMAGERY
4. RELATIONSHIPS =
What about you & me?
4. RELATIONSHIPS =
What about you & me?
3. RESPONSE =
What about you?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?
1. IDENTITY =
Who are you?
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Salience Dimensions
Depth of brand awareness Ease of recognition & recall Strength & clarity of category
membership
Breadth of brand awareness Purchase consideration Consumption consideration
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Performance Dimensions
Primary characteristics & supplementary features
Product reliability, durability, and serviceability
Service effectiveness, efficiency, and empathy
Style and design
Price
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Imagery Dimensions User profiles
Demographic & psychographic characteristics Actual or aspirational Group perceptions -- popularity
Purchase & usage situations Type of channel, specific stores, ease of purchase Time (day, week, month, year, etc.), location, and context of
usage
Personality & values Sincerity, excitement, competence, sophistication, &
ruggedness
History, heritage, & experiences Nostalgia Memories
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Judgment Dimensions
Brand quality Value Satisfaction
Brand credibility Expertise Trustworthiness Likability
Brand consideration Relevance
Brand superiority Differentiation
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Feelings Dimensions
Warmth Fun Excitement Security Social approval Self-respect
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Resonance Dimensions Behavioral loyalty
Frequency and amount of repeat purchases
Attitudinal attachment Love brand (favorite possessions; “a little pleasure”) Proud of brand
Sense of community Kinship Affiliation
Active engagement Seek information Join club Visit web site, chat rooms
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Customer-Based Brand Equity Model
Consumer-BrandResonance
Brand Salience
Consumer Judgments
Consumer Feelings
BrandPerformance
BrandImagery
INTENSE, ACTIVE LOYALTY
INTENSE, ACTIVE LOYALTY
RATIONAL & EMOTIONAL REACTIONS
RATIONAL & EMOTIONAL REACTIONS
POINTS-OF-PARITY &
POINTS-OF-DIFFERENCE
POINTS-OF-PARITY &
POINTS-OF-DIFFERENCE
DEEP, BROAD BRAND
AWARENESS
DEEP, BROAD BRAND
AWARENESS
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Brand Positioning
Define competitive frame of reference Target market Nature of competition
Define desired brand knowledge structures Points-of-parity
necessary competitive
Points-of-difference strong, favorable, and unique brand associations
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Issues in Implementing Brand Positioning
Establishing Category Membership Identifying & Choosing POP’s &
POD’s Communicating & Establishing POP’s
& POD’s Sustaining & Evolving POD’s & POP’s
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Establishing Category Membership
Product descriptor Exemplar comparisons
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Identifying & Choosing POP’s & POD’s
Desirability criteria (consumer perspective) Personally relevant Distinctive & superior Believable & credible
Deliverability criteria (firm perspective) Feasible Profitable Pre-emptive, defensible & difficult to attack
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Major Challenges in Positioning
Find compelling & impactful points-of-difference (MacMillan & McGrath, HBR, ‘97) How do people become aware of their need for your
product and service? How do consumers find your offering? How do consumers make their final selection? How do consumers order and purchase your product
or service? What happens when your product or service is
delivered? How is your product installed? How is your product or service paid for?
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Major Challenges in Positioning
Find compelling & impactful points-of-difference (cont.) How is your product stored? How is your product moved around? What is the consumer really using your product for? What do consumers need help with when they use
your product? What about returns or exchanges? How is your product repaired or serviced? What happens when your product is disposed of or
no longer used?
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Communicating & Establishing
POP’s & POD’s Create POP’s and POD’s in the face of attribute & benefit trade-offs Price & quality Convenience & quality Taste & low calories Efficacy & mildness Power & safety Ubiquity & prestige Comprehensiveness (variety) & simplicity Strength & refinement
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Strategies to Reconcile Attribute & Benefit Trade-
Offs Establish separate marketing programs
Leverage secondary association (e.g., co-brand)
Re-define the relationship from negative to positive
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Sustaining & EvolvingPOP’s & POD’s
Core Brand Values &Core Brand Proposition
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Core Brand Values
Set of abstract concepts or phrases that characterize the 5-10 most important dimensions of the mental map of a brand.
Relate to points-of-parity and points-of-difference
Mental Map Core Brand Values Brand Mantra
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Brand Mantras
A brand mantra is an articulation of the “heart and soul” of the brand. Brand mantras are short three to five word
phrases that capture the irrefutable essence or spirit of the brand positioning and brand values.
Nike Authentic Athletic Performance
Disney Fun Family Entertainment
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Outline The mandate for effectiveness What makes an ad effective? The world of advertising The five players of advertising The evolution of advertising
Introduction to Advertising
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The Mandate for
Effectiveness
Today advertising is in a bind
Advertisers expect specific results that lead to sales
Advertising must be effective
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Effective ads work on two levels: with consumers and with advertisers
Characteristics of effective ads: Strategy - Execution Advertising must be goal
directed
What Makes an Ad
Effective?
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Defining advertising
• A paid form of communication
• A sponsor is identified
• Tries to persuade or influence the consumer to do something
• Conveyed through mass media
• Reaches a large audience
• Is nonpersonal
The World of Advertising
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Types of Advertising Brand advertising Retail/local
advertising Political advertising Directory
advertising Direct-response
advertising
Business-to-business advertising
Institutional advertising
Public service advertising (PSA)
Interactive advertising
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Marketing role Communication
role Economic role Societal role
The Roles of Advertising
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Functions of Advertising
Provide product and brand informationProvide incentives to take actionProvide reminders and reinforcement
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Advertiser Advertising agency
The advertising department
The in-house agency
Media Vendors Target audience
The Five Players of Advertising
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Age of print Industrial revolution
and emergence of consumer society
Modern advertising: Agencies, science and creativity
Accountability era
The Evolution of Advertising
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Interactive advertising
Globalization Niche marketing Integrated marketing
communications (IMC)
Consumer Power
Current Advertising Issues
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Brand personalities Branding Trust Brand image Brand
relationships Brand equity
How Brands Work
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Complex,Varied
MarketingActivity
Comprehensive,Robust
MarketingMeasures
Detailed,Rich
MarketingModels
MARKETING PLANNING PROCESS
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Role of Integrated Marketing Communications
Marketing communications … are the “voice” of the brand and are a
means by which it can establish a dialogue and build relationships with consumers.
allow marketers to inform, persuade, incent, and remind consumers directly or indirectly
can contribute to brand equity by establishing the brand in memory and linking strong, favorable, and unique associations to it.
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Role of Integrated Marketing Communications (Cont.)
Consumers can be told or shown how and why a product is used, by what kind of person, and where and when;
Consumers can learn about who makes the product and what the company and brand stand for
Consumers be given an incentive or reward for trial or usage
Brands can be linked to other … People Places Events Brands Experiences Feelings Things
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Simple Test for Marketing Communications
1. 3. 2. Current Desired
Brand Brand Knowledge Knowledge
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Integrated Marketing Communications and Customer-
Based Brand Equity One implications of the CBBE
framework is that the manner in which brand associations are formed does not matter -- only the resulting strength, favorability, and uniqueness
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Designing Integrated Marketing Communications
Programs From the perspective of customer-based brand equity, marketers should evaluate all possible communication options available to create knowledge structures according to effectiveness criteria as well as cost considerations.
Different communication options have different strengths and can accomplish different objectives.
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Alternative Communication Options
(Consumer) Media Advertising (TV, radio, newspapers,
magazines) Direct Response Advertising Interactive (on-line) Advertising & Web Sites Outdoor Advertising (billboards, posters, cinema) Point-of-Purchase Advertising Trade Promotions Consumer Promotions Sponsorship of Event Marketing Publicity or Public Relations
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Alternative Communication Options
(Business-to-Business) Media Advertising (TV, radio, newspaper, magazines) Trade Journal Advertising Interactive (on-line) Advertising & Web Sites Directories Direct Mail Brochures & Sales Literature Audio-Visual Presentation Tapes Giveaways Sponsorship or Event Marketing Exhibitions, Trade Shows, Conventions Publicity or Public Relations
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Print Ad Evaluation Criteria
Is the message clear at a glance? Is the benefit in the headline? Does the illustration support the headline? Does the first line of the copy support or
explain the headline and illustration? Is the ad easy to read and follow? Is the product easily identified? Is the brand or sponsor clearly identified?
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Ad Campaign Considerations
Campaigns make brands -- not single ads Be creative and develop creative themes
Avoid slavishly sticking to executional formulas
Brand communications should sing like a choir Multiple voices Multiple notes
Find fresh consumer insights & compelling brand truths
Productively conduct ad research
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IMC Case StudyCMPB Success Factors
Smart strategy Relative deprivation
Imaginative creative Funny but relevant
Clever hook “Got milk?” slogan
Timely secondary media In store
Right partners
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Common Mistakes in Developing Advertising
Failure to distinguish ad positioning (what you say) from ad creative (how you say it)
Mistaken assumptions about consumer knowledge
Improperly positioned Failure to break through the clutter Distracting, overpowering creative in
ads
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Common Mistakes in Developing Advertising
(cont.) Under-branded ads Failure to use supporting media Changing campaigns too frequently Substituting ad frequency for ad
quality
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CommunicationOption A
Communication Option C
CommunicationOption B
Audience
Audience Communication Option Overlap
Note: Circles represent the market segments reached by various communication options. Shaded portions represent areas of overlap in communication options.
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Evaluating IMC Programs
Coverage - what proportion of the target audience is reached by each communication option employed, as well as how much overlap exists among options
Cost - what is the per capita expense
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Evaluating IMC Programs (cont.)
Contribution - the collective effect on brand equity in terms of
enhancing depth & breadth of awareness
improving strength, favorability, & uniqueness of brand associations
Commonality - the extent to which information conveyed by different communication options share meaning
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Evaluating IMC Programs (cont.)
Complementarity - the extent to which different associations and linkages are emphasized across communication options
Versatility - the extent to which information contained in a communication option works with different types of consumers
Different communications history Different market segments
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“Keller Be’s”
Be analytical: Use frameworks of consumer behavior and managerial decision-making to develop well-reasoned communication programs
Be curious: Fully understand consumers by using all forms of research and always be thinking of how you can create added value for consumers
Be single-minded: Focus message on well-defined target markets (less can be more)
Be integrative: reinforce your message through consistency and cuing across all communications
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“Keller Be’s” Be creative: State your message in a unique
fashion; use alternative promotions and media to create favorable, strong, and unique brand associations
Be observant: Monitor competition, customers, channel members, and employees through tracking studies
Be realistic: Understand the complexities involved in marketing communications
Be patient: Take a long-term view of communication effectiveness to build and manage brand equity