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Brand Strategy &
Integration PG 9106
Customer-Based Branding &
Brand Management
| Customer-based branding Brand perceived as a cognitive construal in the mind of the consumer – Keller (1993) Assumed that a strong brand holds unique and favourable associations in the minds of consumers |
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| Customer-based branding Consumer research influenced by cognitive psychology and information processing theory Insights adapted to brand management theory This brand perspective influential in brand management |
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| Consumer Buying Process Expectancy-value model Economist’s view of consumer behaviour The stages in the buying process: • Time pressure • Previous experience • Their situation • Advice from friends Simplistic? |
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| Cognitive Dissonance |
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| Cognitive Dissonance Problem recognition Purchase decision made Brands then evaluated Brand beliefs formed by active learning from advertisements |
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| Perceptual selectivity 1. Selective exposure 2. Selective attention 3. Selective comprehension 4. Selectively retained https://www.youtube.com/watch?v=pTv4yD6BKlA |
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| Perceptual selectivity 1. Selective exposure 2. Selective attention 3. Selective comprehension 4. Selectively retained |
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| How values affect brand choice Functional value Conditional value Social value Brand choice Emotional value Epistemic value |
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| Symbolic Interactionism Less emphasis is placed on what brands do for consumers and more on what they mean for consumers Brands are selected because they enable consumers to make non-verbal statements about themselves |
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| How values affect brand choice Functional value Conditional value Social value Brand choice Emotional value Epistemic value |
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| Brand Management Branding is about creating differences Brand equity raised the importance of the brand in marketing strategy and brand management Branding about according products and services with the power of brand equity |
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| Brand Equity A set of brand assets and liabilities linked to a brand, it’s name and symbol David Aaker, University of California, Berkeley The sales and profit impact enjoyed as a result of prior years in marketing efforts… John Broadsky, NPD Group ….the added value to the firm, the trade, or the consumer with which a given brand endows a product Farquhar, Claremont Graduate School |
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Building the brand equity
Goodwill you build up that compels people to do business
with you rather than your competitor.
Manifests itself in the form of customer loyalty, repeat
business or even a price premium.
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| Brand Equity Strategic brand management involves: 1. Identifying and establishing brand positioning and values 2. Planning and implementing brand marketing programs 3. Measuring and interpreting brand performance 4. Growing and sustaining brand equity. |
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| 1. Identifying and establishing brand positioning and values • Use mental maps to achieve a competitive frame of refence • Understand points of parity and points of difference • Integrating core brand values • Define the brand mantra |
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| 2. Planning and implementing brand marketing programs • Choosing brand elements |
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| Criteria for Developing a Brand Name The brand name should be: ◦ Simple ◦ Distinctive ◦ Meaningful |
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| Criteria for Developing a Brand Name Fantasie = Imagination Albrecht-Diskont Durable, Reliable & Excellence Sam = 3 , Sung = Star |
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| 2. Planning and implementing brand marketing programs • Integrate brand marketing activities https://www.youtube.com/watch?v=N9SFeRNAfEA |
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| Brands and meaning Brand images – derived from a number of perspectives: ◦ symbols ◦ semiotics |
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| Semiotics |
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| Semiotics |
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| Brands and meaning Simile…. • As American as apple pie • As big as an elephant • As blind as a bat • As boring as watching paint dry • As brave as a lion |
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| Simile |
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| Brands and meaning Metaphor…. |
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| Metaphor |
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| 2. Planning and implementing brand marketing programs • Leveraging secondary associations co-branding licensing endorsements sponsorships https://www.youtube.com/watch?v=48qzZT4Rj24 |
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| 3. Measuring and Interpreting Brand Performance • Profitable brand management requires designing a brand equity measurement system |
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| 4. Growing and Sustaining Brand Equity Brand product matrix Brand product hierarchy Defining the brand strategy |
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| 4. Growing and Sustaining Brand Equity • Managing Brand Equity over time |
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