Brands and Branding by Sajid Hussain
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Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. This paper identifies some of the influential work in the branding area, highlighting what has been learned from an academic perspective on important topics such as brand positioning, brand integration, brand-equity measurement, brand growth, and brand management. The paper also outlines some gaps that exist in the research of branding and brand equity and formulates a series of related research questions. Choice modeling implications of the branding concept and the challenges of incorporating main and interaction effects of branding as well as the impact of competition are discussed.
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Brands and Branding by Sajid Hussain
- 1. Brands and Branding: Research Findings and Future Priorities Kevin Lane Keller & Donald R. Lehmann (Marketing Science – December 2006) Developed By Sajid Hussain
- 2. Main Points of the Paper 2 1. Brand Positioning • Brand Experience • Brand Relationship 2. Building Brand Equity • Designing Brand Elements • Integrating Marketing Channels 3. Measuring Brand Equity • Customer Based, Company Based, Financial Based 4. Brand Growth • New Product/Brand Extension • Co-Branding/Brand Alliance
- 3. Brand 3 A brand is a distinguish symbol, mark, logo, name, word, sentence or a combination of these items that companies use to distinguish their product from others in the market.
- 5. Brands 5
- 6. 1. Brand Positioning 6 Brand`s positioning is the place in the consumers mind that you want your brand to own.
- 8. 1. Brand Positioning 8 • A Brand must have…
- 9. 1. Brand Positioning 9 Tangibles • Features, price, packaging etc. Intangibles • History, Heritage, Experiences 40% 60%
- 12. 1. Brand Positioning ( Brand Experience – CEM ) 12 • Sense experiences involving sensory perception • Feel experiences - emotions • Think experiences - cognitive • Act experiences involving physical behavior - Lifestyle • Relate experiences that result from connecting with a reference group or culture.
- 17. 1. Brand Positioning ( Brand Relationships by Fournier et al. 1998) 17
- 18. 2. Building Brand Equity 18 Commercial value that derives from consumer perception of the brand name of a particular product or service, rather than from the product or service itself A brand's power derived from the goodwill and name recognition that it has earned over time, which translates into higher sales
- 19. 2. Building Brand Equity 19 Designing Brand elements for Brand Equity: 1. Memorability & Meaningfulness 2. Aesthetic Appeal 3. Transferability ( Geographical & Cultural) 4. Adaptability & Flexibility over time 5. Legal protection & Defensibility
- 20. 2. Building Brand Equity 20
- 21. 2. Building Brand Equity 21 Integrating Marketing Channels: Advertising ( Print & TV), Trade Shows, Sponsorship, Public Relation, Direct Marketing, Internet mails, telephone etc.
- 22. 3. Measuring Brand Equity 22 • Customer Based • ( Experience, Attachment, Loyalty) • Company Based • ( Growth, Distribution Channels) • Financial Based • ( Sales, Profit, Assets, )
- 23. 4. Brand Growth 23 New Product/ Brand Extension Brand Alliance Co- Branding
- 26. Co Branding 26
- 27. Conclusion – Future Priorities 27 • Branding will be a fertile area for research for years to come. • Need to explore the financial, legal, and social impacts of brands • Brand equity measure can be related to stock price and value
- 28. Brands and Branding: Research Findings and Future Priorities Developed By Sajid Hussain
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