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    ran anagemen

    Lecture # 3

    Imran Akram

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    z

    u ev

    z Building a Strong Brand

    The Four Steps of Brand Building

    z Customer Based Brand Equity looks a brand as a

    sequence o eps..z Each of which is contingent on successfully achieving the

    ob ective of revious one

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    e our eps o ran u ng

    1. Ensure identification of the brand with customersand an association of the brand in customers

    minds

    .

    of consumers

    .

    identification and brand meaning

    4. Convert brand response to create an intense,

    active loyalty relationship between customers andthe brand

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    Four Questions Customers ask about

    Brands

    .

    2. What are you? (brand meaning)

    3. What about you? What do I think or feel

    about you? (brand responses)4. What about you and me? What kind of

    association and how much of a connection

    wou e to ave w t you ranrelationships)

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    CustomerCustomer--Based Brand E uit P ramidBased Brand E uit P ramid

    RESONANCEme?

    4. RELATIONSHIPS =What about you and

    me?

    INTENSE, ACTIVELOYALTY

    JUDGMENTS FEELINGS3. RESPONSE =What about you?

    RATIONAL &EMOTIONALREACTIONS

    2. MEANINGPOINTS-OF-

    PARITY &PERFORMANCE IMAGERY

    What are you?=

    What are you?POINTS-OF-DIFFERENCE

    DEEP BROADSALIENCE

    Who are you?

    1. IDENTITY=

    Who are you?

    DEEP, BROADBRAND

    AWARENESS

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    Subdimensions of brand building

    oc s

    Resonance

    Attachment

    Community

    Engagement

    4 Brand Relationships (WHAT About YouAND ME?)

    Judgmentsee ngsua y

    Credibility

    Consideration

    Superiority

    arm , un

    Excitement,

    Security, Social

    Approval,Self-Respect

    3 Brand Response (WHAT About You?)

    Performance

    Imagery

    2 Brand Meaning (WHAT Are You?)

    User Profiles

    Purchase and Usage

    Situations

    Personality & Values

    Brand Characteristics

    & Secondary Features

    Product Reliability,

    Durability & Serviceability

    Service Effectiveness, Efficiency,

    1 Brand Identity (WHO Are You?)

    , ,Experiences

    mpa y

    Style and Design; Price

    Category Identification

    Needs Satisfied

    Salience

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    Salience Dimensions

    ..

    z Building awareness helps customers understand

    1. Brand Easily recalled or recognized2. e pro uc or serv ce ca egory n w c ran

    competes

    -products)- is designed to satisfy

    3. To what extent is the brand to of the mind- Brand

    Recall)

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    The Brand Awareness P ramid

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    Salience Dimensions

    To understand brand recall

    z ep rea o ran awareness

    1. The depth of brand awareness

    z measures how likely it is for a brand element will come to

    .

    z a brand easily recall has a deeper level of brand

    awareness

    2. The breadth of brand awareness measures

    z the range of purchase and usage situations in which the

    brand element comes to mind.

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    Performance Dimensions

    z Product itself- heart of brand e uit

    z Designing and delivering a product that satisfies

    -

    successful marketing

    z

    z ..How well the product or service meets customers more

    unc ona nee s.

    z Five important type of attributes and benefits often underlies

    the brand performance

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    er ormance mens ons

    .

    z Essential ingredients- necessary for a product to work

    z Supplementary features- customization, more versatile,

    personalized usage.

    2. ro uc re a y, ura y, an serv cea y

    z Reliability- measure the consistency of the performance

    z Durability- is the expected economic life of the product

    z erv cea y- ease o repa r ng e pro uc nee e .

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    er ormance mens ons

    . , ,

    z ..How well the brand satisfies customer service

    z ..describes the speed and responsiveness of service

    z ..The extent to which service providers are seen astrusting, caring and having the customers interest in

    mind.

    4. Style and design

    5. r ce

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    magery mens ons

    z ..

    meet customer psychological or social needs

    z refers to Intangible aspects of the brand

    z User rofiles

    z Purchase and usage situations

    z Personality and values

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    Imagery Dimensions

    User Ima er

    Associations of a typical brand user may be based onz Descri tive demo ra hic factors

    z Gender (feminine or masculine association)

    z

    Agez ace

    z Income

    z Psychographics factors

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    magery mens ons

    z Associations of a typical usage situation may be

    z time of day, week or year,

    z the location (inside or outside the home), orz the type of activity (formal or informal).

    z or examp e,

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    Imagery Dimensions

    Brand Personality

    The set of human characteristics associated with a givenbrand.

    Modern

    Old Fashioned

    Lively

    19

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    Dimensions of Brand

    ersona y

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    The FIVE CORE DIMENSIONS OF

    PERSONALITY

    z Down to earth- (family oriented)z Honest (Sincere, real, caring, thoughtful)

    z Wholesome (original, genuine, classic)

    z Cheerful (friendly, warm, happy, sentimental)

    z Exam les

    z Excitementz Daring (trendy, exciting, off beat, flashy)

    z Spirited (cool, young, lively, adventures)z Imaginative (unique, humorous, surprising, artistic, fun)

    , ,

    z Examples

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    The FIVE CORE DIMENSIONS OF

    PERSONALITY

    z

    Reliable (hardworking, efficient, trustworthy, reliable)z Intelligent (technical, corporate, serious)

    , ,z Examples

    z Upper class (glamorous, good looking, sophisticated)

    z Charming (feminine, smooth, sexy gently)

    z Ruggednessz

    z Tough (strong, no- nonsense, rugged)

    z Examples

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    magery mens ons

    z , ,

    z Past

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    Judgment Dimension

    z Brand Judgmentsz ..are customers personal opinions about and

    evaluations of the brand

    our ypes o u gmen s

    .

    2. Brand Credibility

    3. ran cons era on4. Brand Superiority

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    Feelings Dimensions

    z Brand Feelingsz ..are customers emotional responses and reactions

    to the brand.

    z Six Important type of feelings

    a. arm

    b. Fun

    .

    d. Security

    e. Social A roval

    f. Self-respect

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    z the extent to which customers feel that they are in

    z Brand Something Special--Love brand

    z How Often - Frequency- customers purchase a brand & How

    Much -Amount of repeat purchasesz Fellow Brand users or customers

    z Customer are willin to invest time ener mone or other

    resources in the brand

    z Exchange correspondence / communication with other brand users or

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    ran os on ng

    z

    Is at the heart of the marketing strategy

    z . . . the act of designing the companys offer

    and ima e so that it occu ies a distinct andvalued place in the target customers minds.

    Philip Kotler

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    ran os on ng

    z o e .. ec ng on a pos on ng

    requires

    1. e erm n ng a rame o re erence

    z (by identifying the target market & the nature of

    com etition &

    2. Ideal points-of-parity and points-of-difference

    brand associations

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    arge ar e

    z z is the set of all actual and potential buyers who have

    sufficient interest in income for and access to a

    product.

    z Market segmentationz divides the market into distinct groups of homogeneous

    behavior, and who thus require similar marketing mixes.

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    Brand Positioning >> Target Market

    Consumer Segmentation bases

    z User statusz Usage rate

    Values, opinions,attitudes, activities,

    z

    z Brand loyalty

    z

    Benefits sought

    lifestyle

    z Demographicz Income

    z Geographicz International

    z Agez Gender

    z Race

    z

    eg ona

    z Family

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    r er a or egmen a on

    z Size: Is there adequate sales potential in the

    z Accessibility:Are specialized distribution outlets and

    communication media available to reach thesegment?

    z Responsiveness: How favorably will the segment

    respon o a a ore mar e ng program

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    Brand Positioning >> Competitive

    cenar o

    competitors?z What is their size and market share?

    z What is their positioning?

    z Is there a unique space that can be occupied byour brand?

    z Their

    z Capabilities

    z Likely intentions risk of new entrants

    z Chose markets where consumers can be

    profitably served

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    Points-of-Parity

    - -

    z - -

    z are attributes or benefits that consumers

    ,

    z positively evaluate, and

    z believe that the could not find to the same extent with acompetitive brand.

    z Points-of-parity associations (POPs),z Not necessarily unique to the brand

    z be shared with other brands.

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    Brand Positioning >> Points of Difference

    z CBBE- Strong, favorable and UNIQUE

    z Either Functional, Performance relatedconsideration

    Overall superior quality

    Low cost provider

    z

    1. POD Similar to the notion of Unique Selling

    2. Sustainable Competitive Advantage (SCA)

    z superior value in the market place for a prolonged

    period of time.

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    Brand Posit ionin >> Points of Paritz 2 types1. Category Points of Parity legitimate and credible

    feature

    ..

    z

    z Makes our brand at ar with the cate or

    2. Competitive POPs

    z are the association designed to negate PODs ofcompetition

    z Balanced use of POP and POD

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    z Thank You