2. What is a Brand?
• A brand is a name, term, sign, symbol, or design
which is intended to identify the goods or services
of one seller or group of sellers and to differentiate
them from those of competitors.
3. Some of the Brands - that have left
impressions
4.
5. Importance of Branding
Creates your identity
Be a customer’s ‘first choice’
Survive in Competitive world
Elevates and differentiates your like-
for-like products or services
Delivers the message clearly
Motivates the buyer
9. The Customer/Brand Challenge
• In this difficult environment, marketers must
have a keen understanding of:
• customers
• brands
• the relationship between the two
10. The Concept of Brand Equity
• It describes the value of having a well-known
brand name
• Defined in terms of the marketing effects
uniquely attributable to the brand
11. Customer-Based Brand Equity
• Differential effect
• Customer brand knowledge
• Customer response to brand marketing
Concepts
Determinant
s ◦ Customer is aware of and familiar with the
brand
◦ Customer holds some strong, favorable,
and unique brand associations in memory
12. Customer-Based Brand Equity
• Brand knowledge structures depend on . . .
• The initial choices for the brand elements
• The supporting marketing program and the manner by which
the brand is integrated into it
• Other associations indirectly transferred to the brand by linking
it to some other entities
Buildin
g
13. Customer-Based Brand Equity
• Enjoy greater brand loyalty, usage, and affinity
• Command larger price premiums
• Receive greater trade cooperation & support
• Increase marketing communication effectiveness
• Yield licensing opportunities
• Support brand extensions.
Benefits
of
14. Customer-Based Brand Equity
as a “Bridge”
• Represents the “added value” endowed to a
product as a result of past investments in the
marketing of a brand.
• Provides direction and focus to future marketing
activities
15. The Key to Branding
• For branding strategies to be successful,
consumers must be convinced that there are
meaningful differences among brands in the
product or service category.
• Consumer must not think that all brands in the
category are the same.
• PERCEPTION = VALUE
16. Strategic Brand Management
Strategic brand management involves the design and
implementation of marketing programs and activities to
build, measure, and manage brand equity.
The strategic brand management process is defined as
involving four main steps:
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
17. Mental maps
Competitive frame of reference
Points-of-parity and points-of-difference
Core brand values
Brand mantra
Mixing and matching of brand elements
Integrating brand marketing activities
Leveraging of secondary associations
Brand Value Chain
Brand audits
Brand tracking
Brand equity management system
Brand-product matrix
Brand portfolios and hierarchies
Brand expansion strategies
Brand reinforcement and revitalization
KEY CONCEPTS
STEPS
Grow and Sustain
Brand Equity
Identify and Establish
Brand Positioning and Values
Plan and Implement
Brand Marketing Programs
Measure and Interpret
Brand Performance
Strategic Brand Management Process
18. Motivation for
Customer-Based Brand Equity Model
Marketers know strong brands are important but aren’t
always sure how to build one.
CBBE model was designed to be …
• comprehensive
• cohesive
• well-grounded
• up-to-date
• actionable
19. Rationale of
Customer-Based Brand Equity Model
Basic premise: Power of a brand resides in the
minds of customers
Challenge is to ensure customers have the right
types of experiences with products & services
and their marketing programs to create the
right brand knowledge structures:
◦ Thoughts
◦ Feelings
◦ Images
◦ Perceptions
◦ Attitudes
20. Building
Customer-Based Brand Equity Model
• Building a strong brand involves a series of
steps as 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
22. STEP -1 : BRAND IDENTITY
(Who AreYou ?)
• Goal is to create Awareness
• Ensure that brand perceptions are "correct" at
key stages of the buying process
APPLICATION :
• KnowYour Customer,Target Segment
• What decision-making processes do your
customers go through when they choose your
product?
• USP( Unique Selling Proposition)
• HowYour Brand fulfils the Customer Need
• understand whether your clients perceive
your brand as you want them to
23. STEP -2 : BRAND MEANING
(What areYou ?)
• goal is to identify and communicate what
your brand means, and what it stands for.
• The two building blocks in this step are:
"performance" and "imagery.“
Performance
• Primary and Secondary
Features
• Product Reliability,
Durability, Serviceability
• Effectiveness, Efficiency
and Empathy
• Style and Design
• Price
Imagery
• User Profile
• Purchase and Usage
Situation
• Personality andValues
• History, Heritage and
Experience
24. STEP -3 : BRAND RESPONSE
(What aboutYou?)
• It Refers to how customer responds to the
Brand, its Marketing Activity
• What Customer think and feel about the Brand
• The 2 Building Blocks here are
Judgement
• Quality
• Credibility
• Consideration
• Superiority
Feeling
• warmth
• fun
• excitement
• security
• social approval
• self-respect
25. STEP -4 : BRAND RELATIONSHIPS
(What are you and me ?)
• Focus upon the Ultimate relationship and level
of Identification that the Customer has with the
Brand
• Extent to which customer think that they are in
Sync with the Brand
Broken Down in 4 Categories
RELATIONSHIP
• Behavioural Loyalty
• Attitudinal
Attachment
• Sense of Community
• Active Engagement
31. • Product or service attribute
• Technology positioning
• Benefit positioning
• User category
• Competitor positioning
• Integrator positioning
Bases and Strategies for Positioning
32. Product or Service Attribute
• May include features such as size, color,
ingredients, speed, etc.
• Amazon’s 1-click checkout process is an example of a
positioning attribute.
• Tylenol does not sell online, but provides useful one-
to-one features for pain relief and health information
and Tylenol greeting cards.
33. Technology Positioning
• Positioning on the basis of technology shows
that a firm is on the cutting edge.
• At Lands’ End, consumers can build virtual models of
themselves and try on virtual outfits.
• At American Airlines, customers can store seating
preferences and frequent flier account information.
34. Benefit Positioning
• Benefit positioning is generally a stronger basis
for positioning because it answers the consumer
question: What will this product/service do for
me?
• Miller Lite offers software that can be used as a
social organizer.
• On the Valvoline motor oil site, visitors can send
greeting cards, download racing screensavers, and
sign up for newsletters.
35. User Category
• User category positioning relies on customer
segments.
• Kellogg’s has an interactive site for children.
• Yahoo! Groups hosts forums organized by specific
interests.
• Eons is a social network for baby boomers.
36. Competitor Positioning
• Many firms position by benefits that provide
advantages over their competitors.
• Companies may position themselves against:
• An entire industry.
• A particular firm.
• Relative industry position.
• “I Can’t Believe It’s Not Butter” margarine
positions itself against other margarines.
37. Integrator positioning
• Integrators provide everything a consumer needs
in a particular product category, industry, or even
in general.
• Consumers want convenience and one-stop
shopping:
• Martha Stewart’s Web site brings together business
units in one place.
• TheKnot.com offers everything to do with weddings.
38. Integrator positioning
• We can expect to see more integrator
positioning in the real estate, lending, jewelry,
and hospitality industries.
• zipRealty uses software that reduces the agents'
work.
• LendingTree and HomeGain.com help brokers find
clients more cheaply and quickly.
• Blue Nile sells an estimated $129 million of jewelry
that would require 116 retail stores.
• Web travel agencies can move market share to hotels
that give them discounts.
39. Brand Mantras
• Built upon core brand values
• Makes a core brand promise
• Heart and soul of brand
• 3-5 word phrases
• Generates spirit of the brand
• Helps position the brand
40. Brand Mantras- Nike & Disney
• Brand function - nature of product or service;
performance, entertainment
• Descriptive modifier - specific functions; athletic
performance, family entertainment
• Emotional modifier - how brand delivers benefits;
authentic, fun
Notes de l'éditeur
1
Brands are important as ever
Consumer need for simplification
Consumer need for risk reduction
Brand management is as difficult as ever
Savvy consumers
Increased competition
Decreased effectiveness of traditional marketing tools and emergence of new marketing tools
Complex brand and product portfolios
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"Performance" defines how well your product meets your customers' needs
"Imagery" refers to how well your brand meets your customers' needs on a social and psychological level.
Quality: Customers judge a product or brand based on its actual and perceived quality.
Credibility: Customers judge credibility using three dimensions – expertise (which includes innovation), trustworthiness, and likability.
Consideration: Customers judge how relevant your product is to their unique needs.
Superiority: Customers assess how superior your brand is, compared with your competitors' brands.
Behavioral loyalty: This includes regular, repeat purchases.
Attitudinal attachment: Your customers love your brand or your product, and they see it as a special purchase.
Sense of community: Your customers feel a sense of community with people associated with the brand, including other consumers and company representatives.
Active engagement: This is the strongest example of brand loyalty. Customers are actively engaged with your brand, even when they are not purchasing it or consuming it. This could include joining a club related to the brand; participating in online chats, marketing rallies, or events; following your brand on social media; or taking part in other, outside activities.
Nike
Authentic Athletic Performance
Disney
Fun Family Entertainment
Nike
Authentic Athletic Performance
Disney
Fun Family Entertainment