The document discusses key concepts in branding and brand management. It defines brands and brand equity, and outlines several models for measuring brand equity. It also discusses the role of brands for both consumers and marketers, and how brands can be built by developing brand elements, marketing activities, and secondary associations. Methods for measuring and managing brand equity are presented, including brand portfolios and brand extension strategies.
Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product
Leveraging secondary brand associations to build brand equity
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (17th May 2014)
Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product
Leveraging secondary brand associations to build brand equity
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (17th May 2014)
Today global branding is important for B2B and B2C products and services. This presentation gives a comprehensive insight into brand management with examples of power brands.
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.
Professor Keller is right now conducting various studies that deliver techniques to assemble, measure, and oversee brand value. Textbooks written by him on those subjects course reading on those subjects, Strategic Brand Management, has been embraced at top business schools and leading firms around the globe and has been proclaimed as the "Bible of Branding." Consolidating the most recent industry thinking and improvements, this investigation of brands, brand value, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies. In this slides, you will get the synopsis of brand management. For details, please read the main book.
In this presentation, we will understand the concept of brand and its valuation, in details, like, the various attributes of a brand, its benefits, its values and culture. We will also discuss about the various methods of brand valuation.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
Today global branding is important for B2B and B2C products and services. This presentation gives a comprehensive insight into brand management with examples of power brands.
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.
Professor Keller is right now conducting various studies that deliver techniques to assemble, measure, and oversee brand value. Textbooks written by him on those subjects course reading on those subjects, Strategic Brand Management, has been embraced at top business schools and leading firms around the globe and has been proclaimed as the "Bible of Branding." Consolidating the most recent industry thinking and improvements, this investigation of brands, brand value, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies. In this slides, you will get the synopsis of brand management. For details, please read the main book.
In this presentation, we will understand the concept of brand and its valuation, in details, like, the various attributes of a brand, its benefits, its values and culture. We will also discuss about the various methods of brand valuation.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
NEED OF BRAND VALUATION: A brand can be valued anytime and for many reasons, that includes- Brand strategy, Financial Reporting, Mergers and acquisitions, value reporting, licensing, legal transaction, accounting, strategic planning, management information, taxation planning and compliance, liquidation.
Brands are an important asset that generates value either for customers or for shareholders. That value generates inflows of cash flow> There are different methods and this is a compact and efficient method>
The product combination is a critical issues this presentation covers some of the key points to be considered and comes from the 1stoutsource business forum where more can be downloaded.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
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3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
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Checkout Abandonment - CRO School by Mailmodosaba771143
Fear of abandonment’ means a whole different thing in eCommerce.
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SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Elevate your trade show game with our comprehensive guide on creating an interactive booth that captures attention and drives engagement! In this presentation, Blue Atlas Marketing shares practical tips and creative strategies to transform your trade show presence. Learn how to use digital displays, interactive demos, and engaging activities to attract visitors and make lasting impressions. Whether you're a trade show veteran or a newcomer, these insights will help you stand out from the crowd and maximize your event success. Dive into our slides to discover how to turn your booth into a dynamic and interactive experience!
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
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Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
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With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
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Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
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Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
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Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
4. ed
fin
e
D
Brand
“A name, term, sign, symbol, or design,
or a combination of them, intended to
identify the goods or services of one
seller or group of sellers and to
differentiate them from those of
competitors.”
33. ed
fin
e
D
Brand Portfolio
A brand portfolio is the set of all brands
and brand lines a particular firm offers
for sale in a particular category or
market segment.
Successful marketers must excel in strategic brand management. The strategic brand management process has four steps:
Identifying and establishing brand positioning
Planning and implementing brand marketing
Measuring and interpreting brand performance
Growing and sustaining brand value deals with brand positioning.
The American Marketing Association defines a brand as “a name… from those of competitors.”
A brand is thus a product or service whose dimensions differentiate it in some way from other products or services designed to satisfy the same need. These differences may be functional, rational, or tangible—related to product performance of the brand. They may also be more symbolic, emotional, or intangible—related to what the brand represents or means in a more abstract sense.
Medieval guilds require that craftspeople put trademarks on their products to protect themselves and their customers against inferior quality. In the fine arts, artists sign their works.
By being able to identify a product to a manufacturer, consumers can determine the products relative performance. The ability to evaluate a product based on its functional merits, the use of branding allows the consumer to build connections and develop loyalty.
A firm has a variety of benefits from branding its products. Branding can be a powerful means to secure a competitive advantage. Sometimes marketers don’t see the real importance of brand loyalty until they change a crucial element of the brand, as the now-classic tale of New Coke illustrates.
Branding effects are pervasive. In one study, preschoolers felt identical McDonald’s food items—even carrots, milk, and apple juice—tasted better when wrapped in McDonald’s familiar packaging than in unmarked wrappers.
Branding is endowing products and services with the power of a brand. Its about creating differences between products.
Ultimately though, a brand resides in the minds of consumers.
Brand equity is the added value endowed on products and services. It may be reflected in the way consumers think, feel, and act with respect to the brand, as well as in the prices, market share, and profitability the brand commands.
Customer-based brand equity is the differential effect brand knowledge has on consumer response to the marketing of the brand. Can be positive and negative. Three key ingredients of customer-based brand equity are:
Brand equity arises from differences in consumer response.
Differences in response are a result of consumers’ brand knowledge (thoughts, feelings, images, experiences, and beliefs).
Reflected in perceptions, preferences, and behavior related to the marketing of a brand.
A brand promise is the marketers vision of what the brand must be and do for consumers. Customers will decide, based on what they think and feel about the brand, if they will accept any marketing action or program.
Next we’ll introduce three more-established models that offer some differing perspectives on brand equity.
BrandAsset Valuator (BAV) compares the brand equity of thousands of brands across hundreds of different categories. There are four key components of brand equity, according to BAV (see Figure 9.1):
Energized differentiation measures the degree to which a brand is seen as different from others, and its perceived momentum and leadership.
Relevance measures the appropriateness and breadth of a brand’s appeal.
Esteem measures perceptions of quality and loyalty, or how well the brand is regarded and respected.
Knowledge measures how aware and familiar consumers are with the brand.
Based on the BrandAsset Valuator Model, a brand’s “pillar pattern” reveals much about a brand’s current and future status. Energized brand strength and brand stature combine to form the power grid, depicting stages in the cycle of brand development in successive quadrants (see Figure 9.2). Strong new brands show higher levels of differentiation and energy than relevance, whereas both esteem and knowledge are lower still. Leadership brands show high levels on all pillars. Finally, declining brands show high knowledge—evidence of past performance— a lower level of esteem, and even lower relevance, energy, and differentiation.
At the heart of BrandZ model of brand strength is the BrandDynamics pyramid. According to this model, brand building follows a series of steps (see Figure 9.3). For any one brand, each person interviewed is assigned to one level of the pyramid depending on their responses to a set of questions. The BrandDynamics Pyramid shows the number of consumers who have reached each level.
Bonding. Rational and emotional attachments to the brand to the exclusion of most other brands
Advantage. Belief that the brand has an emotional or rational advantage over other brands in the category
Performance. Belief that it delivers acceptable product performance and is on the consumer’s short-list
Relevance. Relevance to consumer’s needs, in the right price range or in the consideration set
Presence. Active familiarity based on past trial, saliency, or knowledge of brand promise
The brand resonance model views brand building as an ascending series of steps, from bottom to top:
ensuring customers identify the brand and associate it with a specific product class or need
firmly establishing the brand meaning in customers’ minds by strategically linking a host of tangible and intangible brand associations
eliciting the proper customer responses in terms of brand-related judgment and feelings
converting customers’ brand response to an intense, active loyalty.
According to this model, enacting the four steps means establishing a pyramid of six “brand building blocks” as illustrated in Figure 9.4. The model emphasizes the duality of brands—the rational route to brand building is on the left side of the pyramid and the emotional route is on the right side.
Brand equity is developed by creating the right brand knowledge structures with the right consumers. Depends on all brand-related contact with these customers, whether marketer-initiated or not. The three main brand equity drivers are:
Initial choice of brand elements – brand name, URL, logos, symbols, characters, spokespeople, slogans, jingles, packages, and signage.
Marketing Activities - Product and service and all accompanying marketing activities and supporting programs.
Secondary Associations - indirectly transferring the brand by linking it to some other entity, such as a person, place, or thing.
Brand elements are devices, which can be trademarked, that identify and differentiate the brand. Most strong brands employ multiple brand elements. Nike has the distinctive “swoosh” logo, the empowering “Just Do It” slogan, and the “Nike” name from the Greek winged goddess of victory.
Marketers must select brand elements that allow for brand building. To do so, brand elements should be memorable, meaningful, and likable. Brand elements must also be defendable that help leverage and preserve brand equity against challenges. To do so marketers must ensure that brand elements are also transferable, adaptable, and protectable.
Good brand elements play a role in brand-building. For low involvement products, good which are purchased often and with little thought, brand elements should be easy to recall, descriptive, and persuasive. The Keebler elves reinforce home-style baking and a sense of magic and fun.
Likable brand elements, such as a slogan or character, can lead to increased awareness and can capture intangible characteristics.
Brands are not built by advertising alone. Customers learn about brands from a variety of contacts and touch points: Personal observation and use, word of mouth, interactions with company personnel, online or telephone experiences, and payment transactions.
Brand Contact – Any information0bearing experience, whether positive or negative, a customer or prospect has with the brand, its product category, or its market.
Integrated marketing is about mixing and matching these marketing activities to maximize their individual and collective effects. To achieve it, marketers need a variety of different marketing activities that consistently reinforce the brand promise. The Olive Garden has become the second- largest casual dining restaurant chain in the United States, with more than $3 billion in sales in 2010 from its more than 700 North American restaurants, in part through establishing a fully integrated marketing program.
Brands can often build brand equity by borrowing it from others. They can link their brand to other information contained in customers memories. Figure 9.5 (next slide) outlines how consumers gain brand knowledge from secondary sources.
These “secondary” brand associations can link the brand to sources, such as the company itself (through branding strategies), to countries or other geographical regions (through identification of product origin), and to channels of distribution (through channel strategy); as well as to other brands (through ingredient or co-branding), characters (through licensing), spokespeople (through endorsements), sporting or cultural events (through sponsorship), or some other third party sources (through awards or reviews).
Marketers must now “walk the walk” to deliver the brand promise. They must adopt an internal perspective to be sure employees and marketing partners appreciate and understand basic branding notions and how they can help—or hurt—brand equity.
Internal branding consists of activities and processes that help inform and inspire Employees. Brand bonding occurs when customers experience the company as delivering on its brand promise. All the customers’ contacts with company employees and communications must be positive. The brand promise will not be delivered unless everyone in the company lives the brand. Disney is so successful at internal branding that it holds seminars on the “Disney Style” for employees from other companies.
A brand community is a specialized community of consumers and employees whose identification and activities focus around the brand. Three characteristics identify brand communities.
Connection to the brand, company, product, or other community members.
Shared rituals, stories, and traditions that help to convey the meaning of the community,
Shared moral responsibility or duty to both the community and to individual community members.
Indirect approach assesses potential sources of brand equity by identifying and tracking consumer brand knowledge structures.
Direct approach assesses the actual impact of brand knowledge on consumer response to different aspects of the marketing.
Marketers need to fully understand (1) the sources of brand equity and how they affect outcomes of interest, and (2) how these sources and outcomes change, if at all, over time.
The Brand Value Chain in the next slide shows how to link the two approaches
The brand value chain is a structured approach to assessing the sources and outcomes of brand equity and the way marketing activities create brand value (Figure 9.6).
First, firm targets actual or potential customers by investing in a marketing program to develop the brand.
Next, assume customers’ mind-sets, buying behavior, and response to price will change as a result of the marketing program; the question is how.
Finally, the investment community will consider market performance, replacement cost, and purchase price in acquisitions (among other factors) to assess shareholder value in general and the value of a brand in particular.
Three multipliers moderate the transfer between the marketing program and the subsequent three value stages.
• The program multiplier determines the marketing program’s ability to affect the customer mind-set and is a function of the quality of the program investment.
• The customer multiplier determines the extent to which value created in the minds of customers affects market performance.
• The market multiplier determines the extent to which the value shown by the market performance of a brand is manifested in shareholder value.
Interbrand Brand Valuation model estimate the dollar value of a brand. It defines brand value as the net present value of the future earnings that can be attributed to the brand alone. The firm believes marketing and financial analyses are equally important in determining the value of a brand. Its process follows five steps
Brand Reinforcement – consistently conveying the brand’s meaning in terms of: (1) What products it represents, what core benefits it supplies, and what needs it satisfies, and (2) how the brand makes products superior, and which strong, favorable, and unique brand associations should exist in consumers’ minds.
Brand Revitalization – First, understand what the sources of brand equity were to begin with. Are positive associations losing their strength or uniqueness? Have negative associations become linked to the brand? Second, decide whether to retain the same positioning or create a new one, and if so, which new one.
Branding strategy reflects the number and nature of both common and distinctive brand elements.
A line extension uses the parent brand name in the product category currently being served. For example, in the laundry detergent category, the Tide brand name is used with multiple line extension (Tide w/Bleach, w/Fabreze, etc).
The parent brand can also be used to reach into a new category. For example, the Parent brand Honda was used as the company entered separate categories (Lawn, snow blowers, marine, etc.).
Individual or separate family brand name: use different brand names for different quality lines within the same product class. Do not affect company reputation if a product fails. E.g., consumer packaged-goods
Corporate umbrella or company brand name: use corporate brand as an umbrella brand across entire range of products. Development costs are lower. Introduce new products with simplicity and achieve instant recognition. Can also lead to greater intangible value for the firm.
Sub-brand name: combine two or more of the corporate brand, family brand, or individual product brand names. Company name legitimizes, and the individual name individualizes, the new product.
House of Brands vs. a Branded House: two ends of a brand relationship continuum
“house of brands” strategy: use of individual or separate family brand names
“branded house” strategy: use of an corporate umbrella or company brand name
A sub-brand strategy falls somewhere between
Marketers introduce multiple brands in a category for many reasons:
Pursue multiple segments.
Increase shelf presence and retailer dependence
Attract consumers who seek variety
Increase internal competition
Gain economies of scale
Low-end Entry Level: a relatively low-priced brand in the portfolio can attract customers to the brand franchise. BMW’s 3 Series automobiles.
High-end Prestige: a relatively high-priced brand can add prestige and credibility to the entire portfolio. Chevolet’s Corvette sports car.
Flanker: brands are positioned with respect to competitors’ brands so that more important (and more profitable) flagship brands can retain their desired positioning. Anheuser-Busch’s Busch Bavarian, Intel’s Celeron.
Cash Cows: Companies capitalize on their reservoir of brand equity. Gillette’s older Trac II, Atra, Sensor, and Mach III.
80 – 90 percent of all new brands introduced are line extensions. One reason is that it is less expensive to introduce a line extension than it is to launch a new brand. Consumers are already familiar with the brand name.
Advantages:
Improved odds of new-product success
Positive feedback effects
Disadvantages:
Brand dilution
Brand confusion
Damage to parent brand
Cannibalization