The document discusses various aspects of branding, including brand positioning, personality, relationship, and extension. It summarizes research on how brands are defined and perceived, the psychological constructs that influence consumer brand relationships, and factors that impact brand equity and extension success such as brand familiarity, fit between the parent and extended categories, and the quality of the original brand. The document also presents models for segmenting markets and positioning brands globally, and discusses the relationship between corporate branding, credibility, and price premiums.

1. Alex M Hamed

2. The purpose of the study is to highlight some of the
research in the area of branding;
 Brand positioning
 Brand personality
 Brand relationship
 Brand extension

3. Presentation agenda
 Introduction to Brand and Branding
 Psychology model of brand constructs
 Review of selected articles and models
 Propositions
 Questions

4.  Brand builds on the product and creates the complete
experience that consumers have with the product
 Brand determines the product placement and is an
asset in the financial sense
 Brands function to the firm as a marker
 Brands function to the customer are: promise, quality
reduce risk

5.  The American Marketing Association defines brand as "a
name, term, sign, symbol, design or combination, intended to
identify goods and services and to differentiate them from the
competition".
 Kotier (2000) claimed that "brand is a name, term, symbol,
design or all the above, and is used to distinguish one's
products and services from competitors".
 Keller (1993; 1998) defined brand image as "perceptions about
a brand as reflected by the brand associations held in
consumer memory". Accordingly, brand image does not exist in
the features, technology or the actual product itself, but rather
it is something brought out by advertisements, promotions or
users. Brand image is often used as an extrinsic cue when
consumers are evaluating a product before purchasing
(Zeithaml, 1988; Richardson, Dick and Jain, 1994).

6. The underlying psychological constructs and processes;
The consumer psychology of brands
Bernd Schmitt Journal of Consumer Psychology
Framework by Bernd Schmitt

7. Identifying
 Brand categorization most object way linking brand to
its name. Stimulus or memory based categorization is
perquisite for pursing a brand goal (alba Hutchinson&
Lynch,1991).
 Multi- sensory perception sensory cues within an
environment can affect a brand.
(Morrin&Ratneshware,2003)

8. Experience
 Brand affect can evoke positive or negative moods and make
consumers feel joyful and happy or angry and sad.
 Brand participation often occurs in conventional brand settings.
The interactive atmosphere of retail environments, the
immersive stimulation occurring at live events and the ability to
customize product features also offer opportunities for
participatory and interactive experiences (Akaoui, 2007). Brand
participation seems to be a key contributor to the effectiveness of
social media (Hoffman & Fodor, 2010). Moreover, brands like
Starbucks have developed online crowd sourcing platforms
where consumers can contribute creative ideas for new products,
services and experiences (Bayus, 2010).

9. The Integration Process
 Consumer combines brand information and summarizes it
in brand concept, personality, or relationship.
 The construct brand concept (Image) has been treated as
an essential part of brand equity and has been addressed in
writings( Aaker, 1996; Agerwal& Rao, Keller, 1993, Park&
sirnivasan,1994; Park et al.,1986).
 The information integration theory, weights the brand
information acquired and stored in memory.
(Anderson,1981)

10. Brand Personality

11. Brand Relationship
 Consumers interact with brands in human like properties.
In qualitative research Fournier (1998) found evidence of
customer brand relationship.
These included arranged marriages, casual relationships,
marriage of convenience, committed partnerships, best
friends, kinship, rebounds/avoidance, childhood
friendship, secret affairs and enslavement.

12. Signifying
 Brands may be viewed as signifiers that transfer meaning
(Mick, 1986).
 The accumulated information and knowledge about a
brand can be used in a functional–rational way as
informational cues. Price and quality of a brand are the
most widely used types of informational signals, signifying
that a brand is a value, premium or luxury brand (Zeithaml,
1988).
 The self-brand connection scale measures the strength of
the link between the self and a particular brand (Escalas,
2004).

13. Relationship of Brand Equity to
Customer Equity
 An important emerging line of research concerns
customer equity and the antecedents and
consequences of developing strong ties to customers
(Rust et al. 2000). A number of researchers have
noticed the relationship between the brand-
management and customer-management perspectives
(e.g., Ambler et al. 2002).

14. The impact of a flagship vs. a brand store on brand Attitude ,
brand Attachment and brand Equity
Dolbec, P., & Chebat, J. (2013). The impact of a flagship vs. a brand store on brand attitude, brand attachment and brand equity. Journal of Retailing, 89(4),
460-466. doi:http://dx.doi.org/10.1016/j.jretai.2013.06.003
 A flag ship is a store “carrying a single brand of product,
owned by that brand’s manufacturer, and operated – at
least in part–with the intention of reinforcing the brand
rather than selling a product at a
profit”(Kozinetsetal.2002)
 Only the first two characteristics of The brand attitude
construct were measured using a semantic scale, for all
other construct seven point Likert scale were used then
the two scales disaggregated into subscales
corresponding to their relative factors.

15. Dolbec, P., & Chebat, J. (2013)

16. The Relation between Brand image and Purchase Intention
Wang, Y., & Tsai, C. (2014). THE RELATIONSHIP BETWEEN BRAND IMAGE AND PURCHASE INTENTION: EVIDENCE FROM AWARD WINNING
MUTUAL FUNDS. The International Journal of Business and Finance Research, 8(2), 27-40. Retrieved from
http://search.proquest.com/docview/1444640887?accountid=12967
 The purpose of this study is to investigate the relationships
and effects of brand image, perceived quality, perceived risk,
perceived value, and purchase intention, as well as to examine
the effects of demographic variables on these five dimensions.
 Branding mutual funds through award process, Morningstar
fund award, the Lipper fund award, and Bloomberg best fund
award.
 Brand image is often used as an extrinsic cue when consumers
evaluate products before purchasing (Zeithaml, 1988;
Richardson, Dick and Jain, 1994).

17. Price difference for brand and
impact of advertising
 Studies have demonstrated that leading brands can command large price
differences (Simon 1979, Agrawal 1996, Park and Srinivasan 1994, Sethuraman
1996) and are more immune to price increases (Sivakumar and Raj 1997). Lower
levels of price sensitivity have been found for households that are more loyal
(Krishnamurthi and Raj 1991). Ailawadi et al. (2003) proposed that the revenue
premium a brand commands vis-à-vis an unbranded product is a simple useful
measure of brand equity and showed how it responds to brand actions. They
contend that neither the sales premium nor the price premium alone captures
the increased demand attributable to a brand.
Advertising may play a role in decreasing price sensitivity (Kanetkar et al.
1992). Consumers who are highly loyal to a brand have been shown to increase
purchases when advertising for the brand increased (Raj 1982, Hsu and Liu
2000). Research suggests that stores are more likely to feature well-known
brands if they convey a high quality image (Lal and Narasimhan 1996). Fader
and Schmittlein (1993) proposed that differences in retail availability may be a
key component of the higher repeat-purchase rates for higher-share brands.

18. The Ineffectiveness of Corporate Brand Investment in Creating Price Premium
Biong, H., & Silkoset, R. (2014). THE INEFFECTIVENESS OF CORPORATE BRAND INVESTMENTS IN CREATING PRICE PREMIUMS. Journal of
Marketing Theory and Practice, 22(2), 169-184. Retrieved from http://search.proquest.com/docview/1503763111?accountid=12967
 B2B (business-to-business) branding research indicates that corporate
brand equity investments will increase suppliers' price premiums. In
contrast, economics of information studies suggest that suppliers' price
premiums decrease with their brand investments. This study, building on
economics of information, tests these contrasting perspectives empirically
in a B2B services context. The results show that suppliers' corporate brand
investments are ineffective in creating price premiums because brand
investments and price premiums provide substituting information of
unobservable quality. Furthermore, suppliers' price premiums decrease
with buyers' willingness to punish sellers' quality deception. In contrast,
the suppliers' price premiums increase with their provision of warranties
and with their customers' quality-sensitiveness.

19.  The finding showing that sellers’ ability to charge price
premiums decreases with increasing levels of corporate
brand investments may be counterintuitive but is in line
with argumentation from economics of information
(Ippolito 1990; Rao 1993; Rao and Monroe 1996).

20. World market segmentation and
brand position strategy
 Study by Saleh S. Hassan George Washington
University(2012). Examined the conceptual and empirical
linkage between segmentation bases and brand position
strategies in the context of globalization and firms
operating in globalized market.
 Study found combined use of Macro and Micro based
segmentation is centered and linked to top Brand, where
firms seeking more localized segmentation uses micro base
to segment. Bases of segmentation can include brand
positioning thus have implication on brand perception in
the world market. Buyers behavior, or country factors
impacts brand position and perceived position in the
global market.

21. Salah Hassan
Stephen Craft (2012)

22. Corporate Credibility
 Keller and Aaker (1992, 1998) define corporate credibility as the extent
to which consumers believe that a company is willing and able to
deliver products and services that satisfy customer needs and wants
(Erdem and Swait 2004). They showed that successfully introduced
brand extensions can lead to enhanced perceptions of corporate
credibility and improved evaluations of even quite dissimilar brand
extensions. They also showed that corporate marketing activity related
to product innovation produced more favorable evaluations for a
corporate brand extension than corporate marketing activity related to
either the environment or, especially, the community (Gürhan-Canli
and Batra 2004). In addition, Bhattacharya and Sen (2003) extended
the thinking on consumer-brand relationships to consider consumer
company relationships, adopting a social identity theory perspective to
argue that perceived similarity between consumer and company
identities play an important role in relationship formation.

23. Ethical positioning Index (EPI)
 Study by Sager et al. using an innovative ranking scale
based on ethical issues in brand positioning, he builds on
the idea that ethics can be a differentiated point and can
create a competitive advantage.
 Using elements of brand positioning brand identity, brand
personality, brand awareness, brand communication, are
blended with ethics, beliefs, and value, and customs to
create a framework.
 The study implies managerial and social implication.

24. Sager et al. (2011)

25. Brand Recall Index
Vijaykumar Krishnan, Ursula Y. Sullivan, Mark D. Groza, Timothy W. Aurand, (2013) "The Brand Recall Index: a metric for assessing value", Journal of Consumer
Marketing, Vol. 30 Iss: 5, pp.415 - 426 - See more at: http://www.emeraldinsight.com.proxy.lib.odu.edu/journals.htm?issn=0736-
3761&volume=30&issue=5&articleid=17093281&show=html#idb1
 Research on brand awareness (Aaker,2011) refers to brand recall, the degree to
which a brand is retrieved from memory either spontaneously or with a brand
cue, interchangeably with brand familiarity. Past research has investigated
recall for brand names, non-word brand names, and other associated brand
cues (Lermann and Garbarino,2002).
 Information processing theories (Keller1993 , Higgins,1996) suggest that both
content and experience of a brand's recall shape the preference for that brand.
First, the recalled knowledge content on the brand helps the consumer judge a
brand. Thus, in recalling the brand Nike, consumers recall attributes such as
shape and color, benefits such as comfort and attitudes such as the tagline “Just
do it.” Second, the experience of the brand recall informs preference judgment
as well. When considering the shoes category, the brand Nike is retrieved
fluently and easily. This ease-of-retrieval experience makes the consumer argue
non-consciously, “It must be a good brand or else why will it pop-up so easily
when I think about shoes?” Nedungadi(1990)shows that in memory based
choice situations, this relative ease-of–retrieval experience should enhance the
probability of the brand's inclusion in the consideration set. Brands that are
recalled earlier should provide greater ease-of-retrieval experience and
therefore the order of recall should eventually affect the brand preference.

26. Managerial implications
 Measuring your own brand in comparison to other
competitors
 Complex
 Expensive

27. Triple bottom line (TBL) and strategic positioningAlhaddi, H. (2014). The influence of triple bottom line on strategic positioning: An exploratory case study on differentiation through image. Journal of Management and Strategy, 5(1), 55-n/a.
Retrieved from http://search.proquest.com/docview/1499055719?accountid=12967
 A study using grounded theory (Glaser & Strauss,1967)
the influence of TBL is emerging ,yet substantial
phenomenon as a strategic position through image
differentiation, this is build up on empirical sustainability.
 Findings shows how TBL, strategic positioning,
differentiation, and Image within a global organization
was intertwined into the fabric and heritage of the
organization.
 The degree of alignment between TBL objectives and
product or service influence the impact of strategic
position.

28. Alhaddi, H. (2014)

29.  Concept of positioning is defend by Trout and Ries
(1982) and Mardsen (2002) as the way in which a brand
is positioned in the mind of the consumer ,not by
creating something new and different ,but by
manipulating what is already present in the current
image. Kotler (2000) defines the term positioning as
"the act of designing the company offering an image to
accompany a distinct place with target market’s mind”

32.  Repositioning is an innovative and creative process
which is undoubtedly different from positioning. A
strong differentiator is considered to be the element of
change inherited in the repositioning process.
Porter,(1996;Turner,2003,Zikmud &D’amic,1992,Ryan
et al,2007)

33. Brand Extension in Action

35.  Based on a meta-analysis of seven studies using 131 different brand extensions,
Bottomley and Holden (2001) concluded that brand extension evaluations are based on
the quality of the original brand, the fit between the parent and extension categories,
and the interaction of the two, although cultural differences influenced the relative
importance attached to these model components. Studies have shown how well-known
and well-regarded brands can extend more successfully (Aaker and Keller 1990,
Bottomley and Doyle 1996) and into more diverse categories (Keller and Aaker 1992,
Rangaswamy et al. 1993).
 In addition, the amount of brand equity has been shown to be correlated with the
highest-or-lowest-quality member in the product line for vertical product extensions
(Randall et al. 1998). Brands with varied product category associations developed
through past extensions have been shown to be especially extendible (Dacin and Smith
1994, Keller and Aaker 1992, Sheinin and Schmitt 1994). As a result, introductory
marketing programs for extensions from an established brand can be more efficient
(Erdem and Sun 2002, Smith 1992, Smith and Park 1992).

36.  The knowledge of familiarity, that consumers have
with the brand is likely to influence all of their
perception of the brand park and Kim (2001)
 Dawer(1996) considered brand knowledge
together with the fit and found different results
according to the association the extension had
with the brand
 Low and Lamb (2000) discovered that brand image
may change depending on the consumer level of
familiarity with the brand.

37. lai, M., & Lin, S. (2014). A study on the effect of sequential extended brand elasticity on brand equity. Journal of American Academy of
Business, Cambridge, 19(2), 265-277. Retrieved from http://search.proquest.com/docview/1464957313?accountid=12967
Brand extension has been the basis for growth strategies of
many enterprises globally. How brand extension strategies
affect brand equity has become a popular strategic issue. At
present, enterprises mainly adopt diversification strategies
to expand business territory. Therefore, the product
categories that are completely different from main brand
image will be the greatest challenge faced by enterprises.

38. The term "brand elasticity" was proposed by Monga &
John (2010), who found that many brands did not
follow general rules for successful "brand extension,"
but still achieved successful brand extension. These
brands are described as brands with more "elasticity"
because they are able to promote brand extension for
different product categories, share common properties
or characteristics of existing products, and attract
different customer markets.

39. Findings of Brand Extension Strategies
Eva Martínez, Leslie de Chernatony, (2004) "The effect of brand extension strategies upon brand image", Journal of Consumer Marketing, Vol. 21 Iss: 1, pp.39
- 50
 The dilution effect is grater on product brand image
rather than general brand image.
 The perceived qualities of the parent brand and the
attitude toward the extended product have positive
effect on the general brand image.
 The familiarity of the parent brand’s product only
influence general brand image and the level of fit only
influence brand image.

40. Culture and Brand Extension
Monga, A. B. (2004). Cultural differences in brand extension evaluation: The role of analytic versus holistic thinking. (Order No. 3129238, University of Minnesota). ProQuest
Dissertations and Theses, , 126-126 p. Retrieved from http://search.proquest.com/docview/305157010?accountid=12967. (305157010).
 Easterners, being holistic thinkers, would perceive higher
brand extension fit than Westerners, leading to more
favorable brand extension evaluations. Also examine whether
Indian and American populations would be suitable
representations of an Eastern and Western culture,
respectively. In two studies, we found that Easterners gave
higher brand extension fit and evaluation ratings than
Westerners, particularly for poor fitting brand extensions like
Coke popcorn. The study also found that Easterners and
Westerners varied in their styles of thinking about brand
extensions, often focusing on different aspects of the brand
extension.

41. Loyal behavior
Leif E. Hem and Nina M. Iversen (2003) ,"Transfer of Brand Equity in Brand Extensions: the Importance of Brand Loyalty", in NA - Advances in
Consumer Research Volume 30, eds. Punam Anand Keller and Dennis W. Rook, Valdosta, GA : Association for Consumer Research.
high affective relationship towards the parent brand may
reduce the evaluation of brand extensions.
loyal behavioral intention towards the parent brand is
important for reaching a positive evaluation of extensions.
Self-image relationship towards the parent brand is found
to increase the evaluation of brand extensions.

42. Propositions
 Does nostalgia always protect the brand and to what
extent?
 Does certain brand personality dimensions activate
specific behavior with different segments of the
market?
 Does brand personality compete with one another?
Can different personality mix and blend?

43. Propositions continued
 Is there a diminishing return on advertisement for
specific brands?
 Does brand extension have same success rate in
different markets?
 Does brand extension dilute brand equity in different
markets?
 What is the relationship between image and the value
of the product when making a purchase decision?

44. Alina Todiras, PeterNijkamp , Saidas Rafijevas, (2011) " innovative marketing strategies for national industrial flagship: Brand repositioning for accessing upscale markets
Salah S. Hassan, Stephen Craft, (2012) "Examining world market segmentation and brand positioning strategies", Journal of Consumer Marketing, Vol. 29 Iss: 5, pp.344 - 356
Mahim Sagar, Rishabh Khandelwal, Amit Mittal, Deepali Singh, (2011) "Ethical Positioning Index (EPI): an innovative tool for differential brand positioning", Corporate
Communications: An International Journal, Vol. 16 Iss: 2, pp.124 - 138
Alhaddi, H. (2014). The influence of triple bottom line on strategic positioning: An exploratory case study on differentiation through image. Journal of Management and
Strategy, 5(1), 55-n/a. Retrieved from http://search.proquest.com/docview/1499055719?accountid=12967
Biong, H., & Silkoset, R. (2014). THE INEFFECTIVENESS OF CORPORATE BRAND INVESTMENTS IN CREATING PRICE PREMIUMS. Journal of Marketing Theory and
Practice, 22(2), 169-184. Retrieved from http://search.proquest.com/docview/1503763111?accountid=12967
Wang, Y., & Tsai, C. (2014). THE RELATIONSHIP BETWEEN BRAND IMAGE AND PURCHASE INTENTION: EVIDENCE FROM AWARD WINNING MUTUAL FUNDS. The
International Journal of Business and Finance Research, 8(2), 27-40. Retrieved from http://search.proquest.com/docview/1444640887?accountid=12967
Dolbec, P., & Chebat, J. (2013). The impact of a flagship vs. a brand store on brand attitude, brand attachment and brand equity. Journal of Retailing, 89(4), 460-466.
doi:http://dx.doi.org/10.1016/j.jretai.2013.06.003
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45. Alhaddi, H. (2014). The influence of triple bottom line on strategic positioning: An exploratory case study on differentiation through image. Journal of Management and
Strategy, 5(1), 55-n/a. Retrieved from http://search.proquest.com/docview/1499055719?accountid=12967
Dolbec, P., & Chebat, J. (2013). The impact of a flagship vs. a brand store on brand attitude, brand attachment and brand equity. Journal of Retailing, 89(4), 460-466.
doi:http://dx.doi.org/10.1016/j.jretai.2013.06.003
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Vijaykumar Krishnan, Ursula Y. Sullivan, Mark D. Groza, Timothy W. Aurand, (2013) "The Brand Recall Index: a metric for assessing value", Journal of Consumer Marketing,
Vol. 30 Iss: 5, pp.415 - 426
Krishnan, V., Sullivan, U. Y., Groza, M. D., & Aurand, T. W. (2013). The brand recall index: A metric for assessing value. The Journal of Consumer Marketing, 30(5), 415-426.
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Monga, A. B. (2004). Cultural differences in brand extension evaluation: The role of analytic versus holistic thinking. (Order No. 3129238, University of Minnesota). ProQuest
Dissertations and Theses, , 126-126 p. Retrieved from http://search.proquest.com/docview/305157010?accountid=12967. (305157010).