This document discusses brand identity and how to develop a strong brand identity. It covers establishing a brand vision with key components like goals, target market, and differentiation. It also discusses choosing brand elements like names, logos, slogans that are memorable, meaningful, and protectable. The document outlines developing a brand identity from perspectives of the product, organization, person, and symbol. It emphasizes aligning the brand identity with the core values and ensuring consistency across markets. Finally, it discusses leveraging the brand image and secondary brand knowledge to strengthen identity.
This is a brand audit for the brand Burberry, focusing their product trench coat, using secondary research problems were identified and recommendations were made accordingly.
1) The document discusses customer-based brand equity, which is defined as the differential effect that brand knowledge has on consumer response to marketing.
2) It explains that brand knowledge consists of brand awareness and brand image, which are the key sources of creating strong brand equity.
3) The customer-based brand equity model shows how brand performance, imagery, judgments, feelings, and resonance can build relationships between customers and brands.
This document discusses customer-based brand equity and its key drivers. It defines customer-based brand equity as the differential effect that brand knowledge has on consumer response to marketing for that brand. It presents a pyramid model with four levels that drive brand equity - identity, meaning, response, and relationships. The base of the pyramid involves brand salience and awareness. Moving up, performance and imagery shape brand meaning, while judgments and feelings determine brand response. At the top level, brand resonance includes loyalty, attachment, and engagement.
CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITYAvinash Singh
The document discusses criteria for choosing effective brand elements to build brand equity: memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of common brand elements like names, URLs, logos, characters, slogans, and packaging that can enhance brand awareness and associations. Choosing cohesive elements that meet the criteria can create a strong brand identity that supports marketing efforts to build customer-based brand equity.
This document discusses brand positioning and brand values. It defines brand positioning as designing a company's offer and image to occupy a distinct place in customers' minds. Determining points of parity and points of difference relative to competitors is key. Brand positioning guidelines include defining the competitive frame of reference and choosing points of parity and points of difference. Brand audits assess a brand's health and sources of equity to improve brand management.
This document discusses brand identity and its key components. It defines brand as the name, symbol, design or combination that identifies the maker or seller of a product. Brand identity is the visual elements like colors, design, logo, name or symbol that together identify and distinguish the brand. There are different perspectives of a brand - as a product, organization, person or symbol. Brand identity has two levels - the core identity and extended identity. The core identity represents the essence and reason for the brand's existence, while the extended identity provides more texture, details and completeness to help communicate the brand effectively.
The document discusses brand equity and customer-based brand equity (CBBE). It defines brand equity as the measurable financial value and brand assets/liabilities that accrue to a product/service. CBBE is the differential effect brand knowledge has on consumer response to marketing. The key elements of CBBE are the differential effect, brand knowledge, and consumer response. The document outlines the CBBE pyramid and sources/sub-dimensions of brand equity like brand awareness, image, associations, and relationships. It also discusses tools for building brand equity over time and across market segments.
This is a brand audit for the brand Burberry, focusing their product trench coat, using secondary research problems were identified and recommendations were made accordingly.
1) The document discusses customer-based brand equity, which is defined as the differential effect that brand knowledge has on consumer response to marketing.
2) It explains that brand knowledge consists of brand awareness and brand image, which are the key sources of creating strong brand equity.
3) The customer-based brand equity model shows how brand performance, imagery, judgments, feelings, and resonance can build relationships between customers and brands.
This document discusses customer-based brand equity and its key drivers. It defines customer-based brand equity as the differential effect that brand knowledge has on consumer response to marketing for that brand. It presents a pyramid model with four levels that drive brand equity - identity, meaning, response, and relationships. The base of the pyramid involves brand salience and awareness. Moving up, performance and imagery shape brand meaning, while judgments and feelings determine brand response. At the top level, brand resonance includes loyalty, attachment, and engagement.
CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITYAvinash Singh
The document discusses criteria for choosing effective brand elements to build brand equity: memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of common brand elements like names, URLs, logos, characters, slogans, and packaging that can enhance brand awareness and associations. Choosing cohesive elements that meet the criteria can create a strong brand identity that supports marketing efforts to build customer-based brand equity.
This document discusses brand positioning and brand values. It defines brand positioning as designing a company's offer and image to occupy a distinct place in customers' minds. Determining points of parity and points of difference relative to competitors is key. Brand positioning guidelines include defining the competitive frame of reference and choosing points of parity and points of difference. Brand audits assess a brand's health and sources of equity to improve brand management.
This document discusses brand identity and its key components. It defines brand as the name, symbol, design or combination that identifies the maker or seller of a product. Brand identity is the visual elements like colors, design, logo, name or symbol that together identify and distinguish the brand. There are different perspectives of a brand - as a product, organization, person or symbol. Brand identity has two levels - the core identity and extended identity. The core identity represents the essence and reason for the brand's existence, while the extended identity provides more texture, details and completeness to help communicate the brand effectively.
The document discusses brand equity and customer-based brand equity (CBBE). It defines brand equity as the measurable financial value and brand assets/liabilities that accrue to a product/service. CBBE is the differential effect brand knowledge has on consumer response to marketing. The key elements of CBBE are the differential effect, brand knowledge, and consumer response. The document outlines the CBBE pyramid and sources/sub-dimensions of brand equity like brand awareness, image, associations, and relationships. It also discusses tools for building brand equity over time and across market segments.
Brand Positioning is the most important term in the area of branding. Making position of company either leader, Challenger, Nicher, & almost at all distinctive qualities are prime part of business in any company.
Being the Marketing head of JR Infotech , a trusted company in internet solution & web based solution we strictly follow this practice at high level & it is due to this now we consider it as most innovative comapany in website & internet solution.
regards
Rajesh Kumar
Marketing Head
JR Infotech
www.jrinfotech.com
Prof: IMT-CDL(DIMS)
This document discusses strategic brand management and building customer-based brand equity. It defines a brand and introduces the challenges of modern branding. Brand equity is defined as the marketing effects attributable to a brand's name compared to an unnamed product. Customer-based brand equity depends on customer brand knowledge and marketing response. The determinants of customer-based brand equity are brand awareness and unique, favorable brand associations. Strategic brand management involves identifying brand positioning, implementing marketing programs, measuring performance, and sustaining equity over time.
Brand strategy - process and architecturesue woodward
Developing a brand requires clear thinking when it comes to selecting and deciding upon a brand name, an understanding of process and suitable architecure that will fit with the overall corporate strategy.
As brand is considered one of the most important aspect of the company right now specially the value of brand increased day by day.
This slide will give strong view of brand & its management
Regards
Rajesh Kumar
Manager: Digital Marketing
JR Infotech.com(www.jrinfotech.com)
Visiting prof : IMT-CDL, IP university
The document discusses key concepts in brand management including customer-based brand equity (CBBE), brand positioning, target markets, and points of parity and difference. It describes CBBE as the differential effect of brand knowledge on consumer response. Brand positioning is defined as designing an offer and image to occupy a distinct space in the target customer's mind. Key steps in positioning are identifying the target customer, competitors, similarities to competitors, and differences from competitors. Core brand values and brand mantras that capture the spirit of positioning are also discussed.
This document discusses brand identity, brand personality, and brand image. It defines brand identity as the set of associations a brand strategist aims to create, including a brand's value proposition and relationship with customers. Brand personality is the human traits associated with a brand. The document presents Aaker's model of 5 brand personality dimensions. Finally, it defines brand image as customers' current perceptions and unique associations with a brand, which create an imagery that influences how customers view the brand.
This document provides an overview of strategic brand management concepts and frameworks. It includes:
1) Kotler's five levels of a product from the core benefit to augmented and potential products.
2) Definitions of brands as more than just products, emphasizing the psychological response brands can create in consumers' minds.
3) Charts showing the top brands, advertisers, and marketers globally and in the US based on brand value and advertising spending.
4) Discussions of why brands matter for both consumers and manufacturers in distinguishing products and creating preference.
The document summarizes key concepts regarding brand positioning and brand audits from marketing expert Kevin Lane Keller. It defines brand positioning as designing a company's offer and image to occupy a distinct place in customers' minds. An effective positioning determines ideal brand associations versus competitors. A brand audit comprehensively examines a brand's health by assessing sources of equity and recommending programs to maximize long-term value. It involves analyzing both internal brand elements and external consumer perceptions.
This document discusses strategic brand management. It defines a brand as a name, symbol or design that identifies a seller's products or services. For buyers, brands can reduce search costs, risks and provide psychological rewards. For sellers, brands can facilitate repeat purchases, new product introductions, promotional effectiveness and premium pricing. Effective brand management requires analyzing the market, customers, competitors and brand, tracking brand performance, understanding the product lifecycle, and measuring brand equity. It also discusses developing a brand identity strategy, managing a brand portfolio, leveraging brands through extensions and co-branding, and avoiding the seven deadly sins of brand management.
Employer branding, attraction and employer of choice January 2012Timothy Holden
The document discusses employer branding and strategies for becoming an employer of choice. It covers:
1. The key components of an effective employer brand, including transparency and aligning the employer brand with the consumer brand.
2. Factors to consider when developing an employer branding strategy, such as identifying the target labor market and formulating marketing objectives.
3. What an employer of choice should promise, like providing support for employees to develop their talents and celebrating successes.
The document discusses Kevin Keller's model of customer-based brand equity. It describes brand equity as the differential effect that brand knowledge has on consumer response to marketing for that brand. The model includes six dimensions that comprise brand equity: brand identity, meaning, responses, resonance, salience, and imagery. Building strong brand equity requires marketers to establish brand awareness, create positive brand associations, and develop deep, active loyalty relationships between customers and the brand.
Brand management is the process of building, maintaining and improving a brand. It involves defining the brand, positioning it, and delivering the brand promise. The purpose of brand management is to create and sustain brands by developing tangible and intangible brand attributes through effective branding. Branding assembles various marketing mix elements to give a product or service an identity that captures customers' minds.
Partner Plus Brand Basics Session 3 Workbook Cisco Partners
This document is to help you put into practice what you have learned in Partner Plus Brand Basics Session 3, this workbook is your tool to help you understand the following:
• Creating a consistent brand identity
• Improving brand communications
• Developing a strong brand culture
The document discusses qualitative and quantitative techniques for measuring sources of brand equity and capturing customer mindsets. It describes methods like free association, projective techniques, the Zaltman Metaphor Elicitation Technique (ZMET), and experiential research. Quantitative measures include awareness, image, brand responses, and brand relationships. Comprehensive models of customer-based brand equity are also covered, including the Brand Dynamics model, Equity Engines, and Young & Rubicam's Brand Asset Valuator (BAV).
This chapter discusses developing a brand equity measurement and management system. It introduces the brand value chain as a structured approach to assessing how marketing activities create brand value. It also discusses the importance of brand tracking studies, conducting brand audits, and designing a brand equity management system with components like a brand equity charter, brand equity report, and clearly defined brand equity responsibilities. The overall goal is to provide accurate and actionable brand information to guide strategic marketing decisions.
This document discusses customer-based brand equity. It defines customer-based brand equity as the differential effect that brand knowledge has on consumer response to marketing for that brand. It describes the components of brand knowledge as brand awareness and brand image. The document outlines Keller's customer-based brand equity pyramid model, which shows how brand identity, meaning, response, and relationships drive resonance. It discusses how building brand awareness, image, judgments, feelings, performance, and imagery can increase customer-based brand equity.
This document discusses key concepts in brand management including definitions of brands and brand equity. It introduces a customer-based brand equity model which identifies the determinants and benefits of strong customer-based brand equity. These include brand awareness, associations, perceptions, and resonance. The document also outlines the strategic brand management process of identifying brand positioning, implementing marketing programs, measuring performance, and sustaining equity over time.
Not all CPA firms look like - what makes you different from other firms is what draws clients and potential team members to you. This session will cover different ideas on how to brand yourself personally and as a firm to improve your image in the community and your bottom line.
The document discusses brand identity and added values. It defines brand identity as the unique set of brand associations that represent what a brand stands for and the promise it offers customers. Added values refer to attributes beyond the core product that customers attach importance to, such as perceived effectiveness, experiences, social affiliation, and appearance. The document provides various frameworks and models for understanding brand identity and lists examples of how companies build their identities and added values.
Brand Positioning is the most important term in the area of branding. Making position of company either leader, Challenger, Nicher, & almost at all distinctive qualities are prime part of business in any company.
Being the Marketing head of JR Infotech , a trusted company in internet solution & web based solution we strictly follow this practice at high level & it is due to this now we consider it as most innovative comapany in website & internet solution.
regards
Rajesh Kumar
Marketing Head
JR Infotech
www.jrinfotech.com
Prof: IMT-CDL(DIMS)
This document discusses strategic brand management and building customer-based brand equity. It defines a brand and introduces the challenges of modern branding. Brand equity is defined as the marketing effects attributable to a brand's name compared to an unnamed product. Customer-based brand equity depends on customer brand knowledge and marketing response. The determinants of customer-based brand equity are brand awareness and unique, favorable brand associations. Strategic brand management involves identifying brand positioning, implementing marketing programs, measuring performance, and sustaining equity over time.
Brand strategy - process and architecturesue woodward
Developing a brand requires clear thinking when it comes to selecting and deciding upon a brand name, an understanding of process and suitable architecure that will fit with the overall corporate strategy.
As brand is considered one of the most important aspect of the company right now specially the value of brand increased day by day.
This slide will give strong view of brand & its management
Regards
Rajesh Kumar
Manager: Digital Marketing
JR Infotech.com(www.jrinfotech.com)
Visiting prof : IMT-CDL, IP university
The document discusses key concepts in brand management including customer-based brand equity (CBBE), brand positioning, target markets, and points of parity and difference. It describes CBBE as the differential effect of brand knowledge on consumer response. Brand positioning is defined as designing an offer and image to occupy a distinct space in the target customer's mind. Key steps in positioning are identifying the target customer, competitors, similarities to competitors, and differences from competitors. Core brand values and brand mantras that capture the spirit of positioning are also discussed.
This document discusses brand identity, brand personality, and brand image. It defines brand identity as the set of associations a brand strategist aims to create, including a brand's value proposition and relationship with customers. Brand personality is the human traits associated with a brand. The document presents Aaker's model of 5 brand personality dimensions. Finally, it defines brand image as customers' current perceptions and unique associations with a brand, which create an imagery that influences how customers view the brand.
This document provides an overview of strategic brand management concepts and frameworks. It includes:
1) Kotler's five levels of a product from the core benefit to augmented and potential products.
2) Definitions of brands as more than just products, emphasizing the psychological response brands can create in consumers' minds.
3) Charts showing the top brands, advertisers, and marketers globally and in the US based on brand value and advertising spending.
4) Discussions of why brands matter for both consumers and manufacturers in distinguishing products and creating preference.
The document summarizes key concepts regarding brand positioning and brand audits from marketing expert Kevin Lane Keller. It defines brand positioning as designing a company's offer and image to occupy a distinct place in customers' minds. An effective positioning determines ideal brand associations versus competitors. A brand audit comprehensively examines a brand's health by assessing sources of equity and recommending programs to maximize long-term value. It involves analyzing both internal brand elements and external consumer perceptions.
This document discusses strategic brand management. It defines a brand as a name, symbol or design that identifies a seller's products or services. For buyers, brands can reduce search costs, risks and provide psychological rewards. For sellers, brands can facilitate repeat purchases, new product introductions, promotional effectiveness and premium pricing. Effective brand management requires analyzing the market, customers, competitors and brand, tracking brand performance, understanding the product lifecycle, and measuring brand equity. It also discusses developing a brand identity strategy, managing a brand portfolio, leveraging brands through extensions and co-branding, and avoiding the seven deadly sins of brand management.
Employer branding, attraction and employer of choice January 2012Timothy Holden
The document discusses employer branding and strategies for becoming an employer of choice. It covers:
1. The key components of an effective employer brand, including transparency and aligning the employer brand with the consumer brand.
2. Factors to consider when developing an employer branding strategy, such as identifying the target labor market and formulating marketing objectives.
3. What an employer of choice should promise, like providing support for employees to develop their talents and celebrating successes.
The document discusses Kevin Keller's model of customer-based brand equity. It describes brand equity as the differential effect that brand knowledge has on consumer response to marketing for that brand. The model includes six dimensions that comprise brand equity: brand identity, meaning, responses, resonance, salience, and imagery. Building strong brand equity requires marketers to establish brand awareness, create positive brand associations, and develop deep, active loyalty relationships between customers and the brand.
Brand management is the process of building, maintaining and improving a brand. It involves defining the brand, positioning it, and delivering the brand promise. The purpose of brand management is to create and sustain brands by developing tangible and intangible brand attributes through effective branding. Branding assembles various marketing mix elements to give a product or service an identity that captures customers' minds.
Partner Plus Brand Basics Session 3 Workbook Cisco Partners
This document is to help you put into practice what you have learned in Partner Plus Brand Basics Session 3, this workbook is your tool to help you understand the following:
• Creating a consistent brand identity
• Improving brand communications
• Developing a strong brand culture
The document discusses qualitative and quantitative techniques for measuring sources of brand equity and capturing customer mindsets. It describes methods like free association, projective techniques, the Zaltman Metaphor Elicitation Technique (ZMET), and experiential research. Quantitative measures include awareness, image, brand responses, and brand relationships. Comprehensive models of customer-based brand equity are also covered, including the Brand Dynamics model, Equity Engines, and Young & Rubicam's Brand Asset Valuator (BAV).
This chapter discusses developing a brand equity measurement and management system. It introduces the brand value chain as a structured approach to assessing how marketing activities create brand value. It also discusses the importance of brand tracking studies, conducting brand audits, and designing a brand equity management system with components like a brand equity charter, brand equity report, and clearly defined brand equity responsibilities. The overall goal is to provide accurate and actionable brand information to guide strategic marketing decisions.
This document discusses customer-based brand equity. It defines customer-based brand equity as the differential effect that brand knowledge has on consumer response to marketing for that brand. It describes the components of brand knowledge as brand awareness and brand image. The document outlines Keller's customer-based brand equity pyramid model, which shows how brand identity, meaning, response, and relationships drive resonance. It discusses how building brand awareness, image, judgments, feelings, performance, and imagery can increase customer-based brand equity.
This document discusses key concepts in brand management including definitions of brands and brand equity. It introduces a customer-based brand equity model which identifies the determinants and benefits of strong customer-based brand equity. These include brand awareness, associations, perceptions, and resonance. The document also outlines the strategic brand management process of identifying brand positioning, implementing marketing programs, measuring performance, and sustaining equity over time.
Not all CPA firms look like - what makes you different from other firms is what draws clients and potential team members to you. This session will cover different ideas on how to brand yourself personally and as a firm to improve your image in the community and your bottom line.
The document discusses brand identity and added values. It defines brand identity as the unique set of brand associations that represent what a brand stands for and the promise it offers customers. Added values refer to attributes beyond the core product that customers attach importance to, such as perceived effectiveness, experiences, social affiliation, and appearance. The document provides various frameworks and models for understanding brand identity and lists examples of how companies build their identities and added values.
Brand Identity. Material for BBA/MBA course
"Brand Management", Chapter 3: Brand Identity.
Your comments are welcome to improve this course.
F. Gaucher, Aperto Libro Academy
Marketing Fundamentals - Chapter 1 - BBA / MBA Course
PPT material Marketing Principles
Your comments are welcome to improve the content.
Dr. Francois Gaucher, DBA, MBA
The document discusses various aspects of brand identity and positioning. It begins by explaining that brand identity is the purpose for which a brand is created and goes beyond image. It then discusses dimensions of identity, including the brand as a product, organization, person and symbol. It also explains the concepts of inner and outer identity. Brand positioning is described as placing a brand in the customer's mind relative to competitors. The document also discusses tools for analyzing brand identity and positioning such as brand personality scales and multi-dimensional scaling. Finally, it covers repositioning brands over time as market conditions change.
The first step to creating or sustaining a strong brand is to define its purpose - why do you exist? This presentation is based on lectures given at University of Notre Dame's Mendoza College of Business and UC Berkeley's Haas School of Business.
This document discusses brand management and customer-based brand equity. It defines a brand and explains the challenges of brand management. It introduces the concept of customer-based brand equity and presents a pyramid model with the key dimensions of brand identity, meaning, response, and resonance. It outlines the strategic brand management process and emphasizes the importance of building strong, favorable brand associations in the minds of customers.
In this presentation, we'll explore key branding strategies to help you define, develop, and effectively implement a strong, cohesive brand that resonates with your target audience.
The document discusses various aspects of branding, including the evolution of branding over time, key components of branding like brand equity and brand elements, models for measuring brand equity, and challenges in building brand awareness. It provides examples of how companies develop their brand identity through elements like names, logos, slogans, and positioning strategies. It also outlines the importance of marketing programs and advertising in creating brand value and equity with customers.
The document provides an overview of branding and brand equity. It defines what a brand is, the roles of brands, and how branding works to differentiate products, simplify product handling, and provide legal protection. It also defines brand equity as the added value provided to products due to brand knowledge and outlines several models for measuring and managing brand equity, including how brand equity is built through brand elements, marketing activities, and secondary associations.
Brand identity refers to how a company wants its brand to be perceived, as opposed to how it is currently perceived. It represents the promises a brand makes to customers. Developing a strong brand identity involves more than just understanding customer perceptions - it also requires strategically crafting the brand's personality, values, and positioning. Effective brand identity considers both internal and external perspectives to avoid traps like over-focusing on products or current customer views.
Brand equity refers to the added value that a brand name provides to products and services. It is created by the differential effect of brand knowledge on consumer response to marketing of the brand. There are several models for measuring brand equity, including brand asset valuing, Aaker's model, BrandZ, and brand resonance. Building strong brand equity involves choosing memorable and meaningful brand elements, developing positive brand associations through marketing, and indirectly transferring associations from other entities linked to the brand. Measuring brand equity provides benefits for companies such as increased customer loyalty and insulation from competitors.
Building Your Brand - North Sydney August 2017samantha singer
This document discusses how to build and strengthen a brand. It defines what a brand is and discusses the key pillars of brand equity - brand awareness, brand loyalty, and brand understanding. It also covers brand identity, brand positioning, and five ways to strengthen a brand: know thyself, check brand values, consider images and messaging, target messaging, and use testimonials. The overall document provides an overview of important brand concepts and strategies for developing a strong brand.
Brand architecture is the structure of brands within a company and how they relate to each other. It defines hierarchies and how sub-brands support or detract from corporate brands. Brand architecture should be fluid to leverage maximum value as markets change rapidly. There are different types of architectures including monolithic, endorsed, and branded. Developing an effective brand architecture is a process that involves auditing brands, defining brand essences, considering strategic fit, and engaging designers to create visual expressions. An important role is the brand architect, who bridges strategy and expression by providing innovative brand solutions.
This document discusses brands and brand management. It defines what a brand is, including both tangible and intangible attributes that identify a seller's products. Strong brands create loyalty and allow companies to charge premium prices. The document lists some of the top global brands and discusses strategies for building brand value over the long term through quality, positioning, communications and maintaining an internal understanding of brand values. It also outlines different brand strategies companies can employ including extensions, stretching, sponsorship and managing multiple brands.
This document provides an overview of branding concepts including definitions of a brand, reasons for branding, psychology of branding, brand awareness, brand elements, types of brands such as national brands and luxury brands, and branding strategies. It defines a brand as a name, term, design or feature that distinguishes a seller's products. Brands help identify products and protect buyers and sellers. Effective branding can increase sales of associated products. Branding strategies discussed include company branding, individual branding, attitude branding, no-brand branding, destination branding, nation branding, crowd-sourcing branding, multi-branding, premium branding, private branding, and mixed branding.
This document provides an introduction and overview of strategic brand management. It discusses key concepts such as the definition of a brand, the role and advantages of strong brands, brand elements, and models for measuring brand equity. The document outlines Aaker's brand equity model and the customer-based brand equity pyramid, which illustrates how brand identity, meaning, response, and relationships can build resonance between the customer and the brand.
This document provides an introduction and overview of strategic brand management. It discusses key concepts such as the definition of a brand, the role and advantages of strong brands, and the strategic brand management process. The document also introduces Aaker's model of brand equity, which examines brand awareness, associations, perceived quality, and loyalty, and describes how these elements can be measured. Finally, it outlines Keller's customer-based brand equity pyramid, which analyzes how brand identity, meaning, response, and relationships can create resonance between customers and a brand.
A brand is a name, symbol, design, or combination that identifies and differentiates products or services. It provides product identification and serves to differentiate competing products or services. The legal term for a brand is a trademark. A brand strategy should answer key questions about target customers, the brand's value proposition, why customers should believe in the brand, and how to communicate and implement the branding plan. Effective brand strategy involves strategic analysis, defining the brand identity and value proposition, building relationships with customers, and implementing an identity system to position and track the brand.
1. The document discusses strategic brand management and building customer-based brand equity. It defines brands and differentiates them from products.
2. Key aspects of strategic brand management include establishing brand positioning and values, implementing marketing programs, measuring brand performance, and growing brand equity.
3. Building customer-based brand equity involves choosing brand elements, developing marketing programs, leveraging secondary associations, and creating various types of consumer brand knowledge and associations.
Branding is important for distinguishing products and establishing status. A brand represents the value delivered to customers and builds loyalty. Strong brands are integrated within organizations and drive shareholder value. Key branding elements include the name, position, promise, personality, tone, story and associations. Branding strategies include product, line, range and umbrella branding. Brand management involves marketing programs to build and maintain brand equity through product, price, distribution and communications. New challenges for brands include consumer simplification needs, increased competition and complex portfolios.
The document discusses customer-based brand equity (CBBE) and its key components. It outlines an associative network memory model for how brand knowledge is formed in the mind. It then describes the dimensions that make up CBBE, including brand salience, performance, imagery, judgments, and feelings. It presents a CBBE pyramid model showing the relationships between these dimensions and how they contribute to brand resonance.
Brand identity is a unique set of associations that a brand strategist aims to create to represent what the brand stands for and the promise it offers customers. It provides direction for the brand and is central to its strategic vision. There are four common traps for brand identity - focusing too much on brand image, position, external factors, or product attributes alone. An effective identity considers different elements of the brand as a product, organization, person, or symbol to create a stronger identity. Critical supports provide evidence for why the brand is better than alternatives.
The document provides an overview of a brand strategy toolkit that is designed to help marketers and students create and implement effective brand strategies. It defines brand strategy as a plan to systematically develop a strong, coherent brand to enhance revenue and profits. The brand strategy process involves conducting a brand audit, analyzing the target market, developing brand elements, and creating an integrated communications strategy to ensure consistency across touchpoints.
The document provides an overview of a brand strategy toolkit that is designed to help marketers and students create and implement effective brand strategies. It defines brand strategy as a plan to systematically develop a strong, coherent brand to enhance revenue and profits. The brand strategy process involves conducting a brand audit, analyzing target audiences, developing brand positioning, crafting a brand personality, and creating an integrated marketing communications strategy to ensure consistency across touchpoints.
2. Brand Management
Loyalty
Brand-based price premium
Shareholders’ returns
Clarity on internal focus and brand execution
High loyalty leads to ignoring small mistakes
Attract resources
Brands as assets
3. Brand Asset Management
Developing a brand vision
Elements of a brand vision
Determining your brand picture
Crafting a brand-based customer
Determining your brand’s image Creating your brand’s contract
model
Developing a Brand Asset Management Strategy
Communicating Leveraging your
Positioning your Extending your Pricing your brand
your brand’s brand to maximize
brand for success brand at a premium
positioning channel influence
Supporting a Brand Asset Management Culture
Measuring your return on brand investment Establishing a brand-based culture
4. Brand Vision
Clear direction for the brand in helping the
company achieve its long-term strategic and
financial growth goals.
Corporate vision-what the company is all about, its
customers and unique benefits
Brand Vision-how the company plans to leverage its
brands to reach the corporate vision and objectives
5. Purpose of establishing a brand vision
Pull in senior management’s support and
commitment
Continuous research
Stakeholders are aware
6. Brand’s vision components
Statement of the overall goal of the brand
Target market
Point of differentiation
Financial goals
7. Brand Vision Elements
Trademarkable devices that serve to identify and
differentiate the brand
-brand name, logos, character, spokespeople,
slogans, jingles, packages, URLs, and signage
Criteria for choosing brand elements
Memorability
Meaningfulness
Likability
Transferability
Adaptability
protectability
8. Choosing Brand names
Central theme Compounds
Key association Classical
Easy to pronounce and Arbitrary
spell fanciful
Meaningful
Distinctive
Descriptive (functions)
and suggestive (benefits)
9. Other brand elements
Logos Jingles
Characters Packaging
slogans URLs (significant brand
recall)
10. Brand Identity
Brands undergo changes. But the DNA remains the
same.
Company Brand Customer
Brand Identity Communication Brand Image
Competition;
Mimic noise
Opportunism
idealism
17. Brand Identity-name and brand characters
Brand identity is a unique set of brand
associations that the brand strategist aspires to
create or maintain. These associations represent
what the brand stands for and imply a promise
to customers from the organization members.
18. Brand Identity Perspective
Brand as a product
Brand as an organisation
Brand as a person
Brand as a symbol
19. Brand as Product-product related associations
The product scope-associations with a product class
Product-related attributes-specific attributes
Quality/value- identity linked to core quality
Associations with Use occasion
Associations with users
Link to a country or region-heritage & culture
20. Brand as Organization
Attributes of the organization to the brand
More enduring & resistant to competitive claims
Set of product classes
Brand as a person-brand personality/human traits
Brand as symbol-visual imagery, metaphors
(Energiser bunny, LIC) & the brand heritage
(KSRTC)
21. The Identity Structure
Core Identity
-soul; fundamental
beliefs and values
-consistent in
different markets and
times
Extended Identity
-elements that provide texture
and completeness.
-tagline and personality
23. Leveraging Secondary Brand Knowledge
Other Brands-
alliances, ingredients, company, extensions
People Brand Places
-employees -country of origin
-endorsers -channels
Things- events, causes, third-party
endorsements, satisfaction
indexes, surveys, organizations and associations
24.
25. Brand Image
Zaltman Metaphor Elicitation Technique (ZMET):
Brand Image development
a research tool that uses visual and sensory images to
help better understand the meaning of brands.
employs qualitative methods to elicit the
metaphors, constructs and mental models that drive
customers' thinking and behavior, as well as
quantitative analyses to provide data for marketing
mix decisions and segmentation strategies.
26. ZMET-Procedure
A total of 25 customers typically are recruited to participate in a
project. After qualifying for participation in a project (based on
screeners), customers are given a set of instructions and
guidelines about the research topic, eg., a brand name, a service
concept, product use, or product design. They are instructed to
take photographs and/or collect pictures from
magazines, books, newspapers or other sources that indicate
what the topic means to them. Customers are provided with a
camera, and a personal interview is scheduled approximately
seven to ten days hence. The personal interview involves a
guided conversation which we believe yields more valid, more
reliable and, importantly, more relevant insights than
traditional structured interview approaches (see McCracken
1988; Mishler 1986).
27. Using ZMET for image construct
Alice, one of the customers was asked to take and/or collect pictures
of what "Tide" meant to her.
Alice, a young mother, collected 14 images. After completing Step 1
(storytelling about each picture), the interviewer asked Alice if there
were any pertinent images that she had not been able to collect
(Step 2). Alice indicated that she would have liked to take a
photograph of a pig sty, noting that she wondered if "Tide" would be
able to "clean a dirty pig." In Step 3, Alice sorted her images into
three groups: comfort, freshness, drudgery.
In Step 4, the interviewer randomly selected three of Alice's
pictures, and asked her, "How are any two of these three pictures
similar to each other and different from the third." This surfaced
two constructs: unpleasantness and freshness. The
interviewer, using the laddering process, helped to elicit additional
constructs and their relationships. After Alice's explanation, the
interviewer continued to randomly select three pictures and
question Alice until no new constructs were elicited.
31. This logo was created for a puzzle game called Cluenatic. It involves
unraveling four clues. The logo has the letters C, L, U and E
arranged as a maze. From a distance, the logo looks like a key.
32.
33. The below two are magazines from the Readers Digest. It attempts
to communicate what it is about figuratively.
34. The arrow represents speed and precision which are the
positioning elements of the company
35. This logo of a hairstylist brings the cheeky humour to the
dressing table.