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Building strong brands

This document discusses building strong brands. It defines brand equity as a set of assets and liabilities linked to a brand's name that can add or subtract value for customers. Building strong brands is challenging due to price competition, innovation from others, and short-term pressures. The brand identity provides purpose and meaning for the brand and helps establish relationships with customers. Strong identities avoid traps like focusing only on image or specific attributes. A brand identity can be viewed as a product, organization, person, or symbol. McDonald's brand focuses on value and serving many customers, while Nike's brand centers on sports performance and an exciting personality. Both provide functional, emotional, and self-expressive value to customers.

Marketing◦Business◦Entertainment & Humor◦
BUILDING STRONG BRANDS -David A. Aaker 1
Brand Equity 2  Brand equity is a set of assets(and liabilities) linked to a brand’s name and a symbol that adds to (or subtracts from) the value provided by a product or a service to a firm and/or that firm’s customers.
BrandEquity Brand Loyalty Brand Awareness Perceived Quality Brand Association 3
Brand Identity 4
Why Is Building Strong Brands So Hard? Building brands Price Competition Fragmenting ComplexBias- change Bias- innovation Invest elsewhere ST Pressure 5
Building A Strong Brand 6
THE BRAND IDENTITY • Provides direction, purpose and meaning for the brand • Brand strategists aspire to create and maintain • Helps establish a relationship between a brand and a customer by generating a value proposition involving Functional, Emotional or Self- Expressive benefits 7
Brand Identity Traps Brand identity traps Image trap Position trap Product- attribute fixation trap External perspective trap 8
Four Brand Identity Perspectives Extended Core As a product As an organization As a person As a symbol 9 Core
Brand-as-product 10 Product Scope Attributes and country or religionQuality /Value Use Associations
Brand-as-organization • Attributes of the organization • More enduring and more resistant to competitive claims • Less imitable, applies to a product class, difficult for competitors to demonstrate that they have overcome the perceived gap 11
Brand-as-person • Like a person, a brand personality can be perceived as being upscale, competent, impressive, trustworthy, and others • An Apple user can identify himself as casual, anti-corporate and creative 12
Brand-as-symbol • A strong symbol can provide cohesive and structure to an identity and make it much easier to gain recognition and recall 13
Identity structure 14 Core identity Extended identity • What is the soul of the brand? • What are the fundamental beliefs and values that drive the brand? • Competencies of organization behind the brand? • Organization stand for?
Identities A McDonald's brand identity A Nike brand identity • Core Identity: Value Offering, food Quality, service, cleanliness, serves wide clientele • Extended Identity: convenience, fast food, hamburgers, family-oriented, genuine, wholesome, Ronald McDonald’s children’s charity • Value Proposition: good tasting hamburgers, fries and drinks that provide value, fun and excitement through birthday parties, feeling special, etc • Core Identity: sports related, for the top athletes, performance shoes, enhancing lives through athletics • Extended Identity: ‘Just Do It’, one feels excited, provocative, spirited, cool, innovative and aggressive • Value Proposition: high tech shoes. Exhilaration of athletic performance excellence, being associated with a strong personality • Credibility: makes shoes and clothing that are stylish 15
Providing a Value Proposition -functional -emotional -self-expressive 16
The Value Proposition 17 Functional Emotional Self-expressive Relative price
Credibility • Sometimes Brands play an endorser role • For e.g., Nike plays endorser for Nike air Jordan, Chevrolet for Magnum, Kellogg's for corn flakes, Sony for Walkman 18
19 Brand is building - to be continued