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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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