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CHAPTER ONE -
INTRODUCTION TO STRATEGIC
BRAND MANAGEMENT
Course Title: Strategic Brand Management
Introduction
A name becomes a brand when consumers
associate it with a set of tangible and intangible
benefits that they obtain from the product or
service
It is the seller’s promise to deliver the same
bundle of benefits/services consistently to
buyers (Brand Promise Brand Equity)
Steps in the
Strategic Brand Management Process
1. Identifying and establishing brand positioning
2. Planning and implementing brand marketing
3. Measuring and interpreting brand
performance
4. Growing and sustaining brand value
Definition
“A brand is a name, term, sign, symbol or
design, or a combination of them, intended to
identify the goods or services of one seller or
group of sellers and to differentiate them from
those of competitors”
Role of Brands
Consumer Benefits Identify source/maker
Simplifies decision making
Reduces risk
Marketer Benefits Simplify product handling
Protect unique features
Create loyalty
Establish barriers to entry
Advantages of Strong Brands
Improved perceptions of product performance
Greater loyalty
Less vulnerability to competitive marketing actions
Less vulnerability to crises
Larger margins
More inelastic consumer response
Greater trade cooperation
Increased marketing communications effectiveness
Possible licensing opportunities
Brand Elements
Brand Names
URLs
Logos
Symbols
Characters
Spokespeople
Slogans
Jingles
Packages
Brand Element Choice Criteria
Memorable
Meaningful
Likeability
Transferable
Adaptable
Protectible
Elements and Measurement
BRAND EQUITY
Introduction
Brands have financial value because they have
created assets in the minds and hearts of customer,
distributors, prescribers and opinion leaders.
Brand Equity
When a commodity becomes a brand, it is said to have
equity.
The premium a brand can command in the market
The difference between the perceived value and the
intrinsic value
Customer-Based Brand Equity
It is the differential effect that brand
knowledge has on consumer response to
the marketing of that brand
A positive CBBE means customers might
be more accepting to the marketing
activities (ie. the marketing mix) for a
brand
Aaker’s Brand Equity Model
Aaker’s Brand Equity Model
Brand Equity Framework
Brand Equity
Brand Awareness
Brand Recall
Brand Recognition
Brand Attributes & Associations
Uniqueness Favorability Relevance
Brand Loyalty
Perceived Quality
Brand Associations: Uniqueness
USP Unique Selling Proposition
Product-related
Image Related
Points of Difference - How brand is unique
Points of Parity - How brand is similar to others
Brand Equity Framework
Brand Knowledge
Knowledge
Thoughts
Experiences
BeliefsImages
Feelings
21
CUSTOMER-BASED BRAND EQUITY PYRAMID
RESONANCE
SALIENCE
JUDGMENTS FEELINGS
PERFORMANCE IMAGERY
4. RELATIONSHIPS =
What about you & me?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?
22
Customer-Based Brand Equity Model
Consumer-
Brand
Resonance
Brand Salience
Consumer
JudgmentsConsumer
Feelings
Brand
PerformanceBrand
Imagery
INTENSE, ACTIVE
LOYALTY
RATIONAL &
EMOTIONAL
REACTIONS
POINTS-OF-
PARITY &
POINTS-OF-
DIFFERENCE
DEEP, BROAD
BRAND
AWARENESS
Customer-Based Brand Equity
Pyramid
Brand Salience - How brand stands out from the rest (Prominence)
Brand Performance - How product meets customers’ functional needs
Brand Imagery - Strong, Unique Associations
How brand meets psychological or social needs
Brand Judgments - Personal opinions & evaluations of brand
Brand Feelings - Emotional responses to brand
Brand Resonance - Intense loyalty, Active involvement with brand