CBBE [Compatibility Mode]

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    CBBE

    11/23/2010 1

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    Sustaining a ran ong term

    evolution

    The scope & role of branding

    Branding strategies at different stages

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    Basic premise

    Power of a brand resides in the minds of customers

    Challenge is to ensure customers have the right

    and their marketing programs to create the right

    brand knowled e structures

    Thoughts / Feelings

    Images / Perceptions

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    Attitudes

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    Bui ing a strong ran invo ves a series o stepsas 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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    Stages of brand

    6.4. RELATIONSHIPS =What about you & me?

    development

    RESONANCE

    4 5 3. RESPONSE =4.JUDGMENTS

    5.FEELINGS What about you?

    2.PERFORMANCE

    3.IMAGERY

    2. MEANING =What are you?

    1. SALIENCE1. IDENTITY =

    Who are you?

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    .

    Depth of brand awareness

    Ease of recognition & recall

    reng c ar y o ca egory mem ers p

    Purchase consideration

    Consum tion consideration

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    .

    Primary characteristics & supplementary features

    Product reliabilit durabilit and serviceabilit

    Service effectiveness, efficiency, and empathy

    Style and design

    Price

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    .

    User profiles

    Demographic & psychographic characteristics

    c ua or asp ra ona

    Group perceptions popularity

    Purchase & usage situations

    e of channel, s ecific stores, ease of urchase

    Time (day, week, month, year, etc.), location, and

    context of usage

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    Personality & values

    Sincerity, excitement, competence, sophistication, &

    Nostalgia

    Memories

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    .

    Brand quality

    Value / Satisfaction

    ran cre ty

    Expertise / Trustworthiness / Likability

    r r

    Relevance

    Differentiation

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    .

    Warmth

    Fun

    Excitement

    Security Social approval

    Self-respect

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    .

    Behavioral loyalty Frequency and amount of repeat purchases

    Attitudinal attachment

    Love brand (favorite possessions; a little pleasure)

    Sense of community

    Active en a ement

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    Seek information / Join club / Visit web site

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    Branding objective

    64. INTENSE,

    ACTIVE LOYALTY

    at each stage

    6.RESONANCE

    3. RATIONAL &4.JUDGMENTS

    5.FEELINGS EMOTIONALREACTIONS

    2 POINTS-OF-2.PERFORMANCE

    3.IMAGERY

    2. POINTS OFPARITY &POINTS-OF-

    DIFFERENCE

    1. SALIENCE1. DEEP, BROAD

    BRANDAWARENESS

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    LOYALTY

    -

    LOYALTYATTACHMENTCOMMUNITYENGAGEMENT

    QUALITYCREDIBILITYCONSIDERATIONSUPERIORITY

    WARMTHFUNEXCITEMENTSECURITYSOCIAL APPROVALSELF RESPECTSELF-RESPECT

    PRIMARY CHARACTERISTICS &SECONDARY FEATURES

    PRODUCT RELIABILITY DURABILITYUSER PROFILESPURCHASE & USAGE

    SITUATIONSPRODUCT RELIABILITY, DURABILITY& SERVICEABILITYSERVICE EFFECTIVENESS,EFFICIENCY, & EMPATHY

    STYLE AND DESIGNPRICE

    SITUATIONSPERSONALITY &

    VALUESHISTORY, HERITAGE,& EXPERIENCES

    CATEGORY IDENTIFICATIONNEEDS SATISFIED

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