Presentation given at the 2nd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Géraldine Michel
Ouidade Sabri
France Pierre-Yves Lagroue
The hubristic brand transgressing brand values in consumer brandCBR Conference
Presentation given at the 2Ind nternational Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Katherine V. Alex
This document discusses brand orientation and its benefits for organizations. It presents a model called the Brand Orientation Index (BOI) which measures an organization's level of brand orientation. The BOI identifies eight key factors that distinguish highly brand oriented companies, including their approach, implementation, goals, relationships, identity development, operational development, responsibility structures, and top management participation. Research has found a significant positive relationship between high brand orientation and financial performance. The document also profiles four different approaches organizations can take to branding and encourages reflection on how to improve brand orientation levels.
Caroline Lane created a website for an innovative software company called FetPS to help small businesses. She identified key problems small businesses have with software and set objectives for the website to get attention, explain how the product works, and build credibility. She designed the website structure with different sections and helped create content. The website was published.
For a class, Caroline analyzed L'Oreal's communication strategy for entering the men's anti-aging market. Initially, L'Oreal used similar strategies as for women, which did not address men's unique barriers. A new campaign featuring Hugh Laurie was more effective by spending time on insights, using unconventional styles, and building closeness to overcome relevance issues for men
Personal ratings or social proof - Vortrag GOR 2019.pdfChristian Bosau
Electronic word of mouth (eWOM) highly influences costumers.
Main questions of this study: Are total ratings (= social proof) more powerful than personal ratings (= direct experience)? Can a powerful brand buffer the effect of the ratings?
Two kinds of eWOM are compared regarding positive and negative effects.
This document summarizes a research study on the effects of brand love, personality, and image on word of mouth. The study developed a model to explore the relationships between these constructs. It surveyed 250 students about a fashion brand they felt emotionally attached to. The results found that excitement dimension of brand personality positively impacts brand image but not brand love. Brand love and brand image did not positively impact word of mouth as hypothesized. The conclusions were that building brand personality can increase brand image, and using brand image can increase emotional relationships with brands, which can then increase positive word of mouth.
The document discusses viral marketing and using video marketing through sites like YouTube. It provides examples of successful viral video campaigns like Blendtec's "Will it Blend" videos. These videos focused on demonstrating the product and solving customer problems in an entertaining way. As a result, Blendtec saw a 4x increase in home blender sales that month. The document also discusses using YouTube to promote brands through creating channels, choosing relevant categories and tags, and engaging the community. It provides homework on analyzing a company's video marketing campaign on factors like how it helps the brand and whether it reaches new or existing customers.
ROI from owned social media for FMCG brands in Belgium (PPT presentation)Steve Goudsmit
The document analyzes the return on investment (ROI) from owned social media for fast-moving consumer goods (FMCG) brands in Belgium. It finds that in 2011, most brands' social media efforts were not profitable compared to traditional media. Listening provided limited useful customer information for FMCG brands. On platforms like YouTube and Facebook, the majority of brands' videos and pages attracted little traffic, meaning investments did not cover costs. While social media potential exists, many steps are still needed before it becomes an effective channel for local FMCG brands in Belgium.
Writing Key Findings, General Trends and RecommendationsVirginia Bautista
After listening comes writing. . . Here are more tips in delivering useful reports out of disorganized and sometimes chaotic social media conversations.
The hubristic brand transgressing brand values in consumer brandCBR Conference
Presentation given at the 2Ind nternational Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Katherine V. Alex
This document discusses brand orientation and its benefits for organizations. It presents a model called the Brand Orientation Index (BOI) which measures an organization's level of brand orientation. The BOI identifies eight key factors that distinguish highly brand oriented companies, including their approach, implementation, goals, relationships, identity development, operational development, responsibility structures, and top management participation. Research has found a significant positive relationship between high brand orientation and financial performance. The document also profiles four different approaches organizations can take to branding and encourages reflection on how to improve brand orientation levels.
Caroline Lane created a website for an innovative software company called FetPS to help small businesses. She identified key problems small businesses have with software and set objectives for the website to get attention, explain how the product works, and build credibility. She designed the website structure with different sections and helped create content. The website was published.
For a class, Caroline analyzed L'Oreal's communication strategy for entering the men's anti-aging market. Initially, L'Oreal used similar strategies as for women, which did not address men's unique barriers. A new campaign featuring Hugh Laurie was more effective by spending time on insights, using unconventional styles, and building closeness to overcome relevance issues for men
Personal ratings or social proof - Vortrag GOR 2019.pdfChristian Bosau
Electronic word of mouth (eWOM) highly influences costumers.
Main questions of this study: Are total ratings (= social proof) more powerful than personal ratings (= direct experience)? Can a powerful brand buffer the effect of the ratings?
Two kinds of eWOM are compared regarding positive and negative effects.
This document summarizes a research study on the effects of brand love, personality, and image on word of mouth. The study developed a model to explore the relationships between these constructs. It surveyed 250 students about a fashion brand they felt emotionally attached to. The results found that excitement dimension of brand personality positively impacts brand image but not brand love. Brand love and brand image did not positively impact word of mouth as hypothesized. The conclusions were that building brand personality can increase brand image, and using brand image can increase emotional relationships with brands, which can then increase positive word of mouth.
The document discusses viral marketing and using video marketing through sites like YouTube. It provides examples of successful viral video campaigns like Blendtec's "Will it Blend" videos. These videos focused on demonstrating the product and solving customer problems in an entertaining way. As a result, Blendtec saw a 4x increase in home blender sales that month. The document also discusses using YouTube to promote brands through creating channels, choosing relevant categories and tags, and engaging the community. It provides homework on analyzing a company's video marketing campaign on factors like how it helps the brand and whether it reaches new or existing customers.
ROI from owned social media for FMCG brands in Belgium (PPT presentation)Steve Goudsmit
The document analyzes the return on investment (ROI) from owned social media for fast-moving consumer goods (FMCG) brands in Belgium. It finds that in 2011, most brands' social media efforts were not profitable compared to traditional media. Listening provided limited useful customer information for FMCG brands. On platforms like YouTube and Facebook, the majority of brands' videos and pages attracted little traffic, meaning investments did not cover costs. While social media potential exists, many steps are still needed before it becomes an effective channel for local FMCG brands in Belgium.
Writing Key Findings, General Trends and RecommendationsVirginia Bautista
After listening comes writing. . . Here are more tips in delivering useful reports out of disorganized and sometimes chaotic social media conversations.
Predictions In Social Product Innovation 2012 FinalAmy Kenly
What predictions can we make for the use of social media and related social technologies to improve product innovation? To help answer that question, we turned to the results of Kalypso’s annual Social Product Innovation surveys from 2010 and 2011.
This document summarizes a research study that examined how two modes of intergenerational communication (conversation and recommendation) influence brand equity through multiple mechanisms. The study developed hypotheses about relationships between intergenerational affective brand association, perceived quality, brand trust, and brand loyalty and how these factors ultimately impact overall brand equity. A proposed research model was tested through a survey of 323 older consumers and 323 younger consumers. The results supported most of the hypotheses except the relationship between perceived quality and brand loyalty.
This document provides tips on pitching a business idea with charisma, confidence and credibility. It emphasizes that both what you say and how you say it are important. How you say it involves using a natural, energetic vocal delivery with varied pitch, pace and volume, as well as engaging body language. What you say should introduce your big idea simply and conversationally without jargon. It provides examples of introducing yourself, your idea, why now, and what the idea is about in 3 minutes or less. The document coaches presenting with demos and offers connecting with the author for additional coaching.
MKT10007 Fundamentals of Marketing Semester 1,19Assignment 4.docxssuserf9c51d
MKT10007 Fundamentals of Marketing
Semester 1,19
Assignment 4: Companion Document
Positioning; Check Points - Have you followed this logic sequence?
· identify USP >
· Justify your USP using the Criteria >
· Include that USP in the Brand Positioning statement >
· Demonstrate USP and other elements of your positioning using the Positioning Maps, where one of the axes on one of the maps is a USP and other axes demonstrate other Factors which the consumers regard as important.
Relevant data to support your PLC classification would include date since product launched, typical life cycle of previous models, sales growth rates and trends.
Appendix A - D and HD Assignments will refer to arguments on these slides to justify their recommendations regarding Marketing Mix with reference to PLC and Diffusion of Innovation.
[Type here]
MKT10007 Assignment 4 Companion Document S1,19.docx
COMS 560
Discussion Board Forum Grading Rubric
Criteria
Levels of Achievement
Content (70%)
Advanced
Proficient
Developing
Not Present
Points Earned
Thread – Key Components
11 to 12 points
All key components of the Discussion Board Forum prompt are answered in the thread.
10 points
Most key components of the Discussion Board Forum prompt are answered in the thread.
1 to 9 points
Some key components of the Discussion Board Forum prompt are answered in the thread.
0 points
No key components of the Discussion Board Forum prompt are answered in the thread.
Thread – Major Point Support
12 to 13 points
Major points are supported by all of the following:
· Reading & Study materials;
· Pertinent examples (conceptual and/or personal);
· Thoughtful analysis (considering assumptions, analyzing implications, and comparing/contrasting concepts);
· At least 2 source citations in current APA format; and
· Integration of at least 1 biblical principle.
11 points
Major points are supported by most of the following:
· Reading & Study materials;
· Pertinent examples (conceptual and/or personal);
· Thoughtful analysis (considering assumptions, analyzing implications, and comparing/contrasting concepts);
· At least 2 source citations in current APA format; and
· Integration of at least 1 biblical principle.
1 to 10 points
Major points are supported by some of the following:
· Reading & Study materials;
· Pertinent examples (conceptual and/or personal);
· Thoughtful analysis (considering assumptions, analyzing implications, and comparing/contrasting concepts);
· At least 2 source citations in current APA format; and
· Integration of at least 1 biblical principle.
0 points
Major points are supported by none of the following:
· Reading & Study materials;
· Pertinent examples (conceptual and/or personal);
· Thoughtful analysis (considering assumptions, analyzing implications, and comparing/contrasting concepts);
· At least 2 source citations in current APA format; and
· Integration of at least 1 biblical principle.
Replies – Key Components
5 points
Contribution ma.
This document provides an overview of a research paper that examines the effect of product category on consumer brand relationships. It begins with an introduction stating that brand love is under researched and it is unknown if brand love varies by product category. The document then reviews relevant literature on consumer brand relationships and brand love. It presents the theoretical framework and six hypotheses about the relationships between brand love, brand loyalty, purchase intention, and word of mouth across different product categories. The methodology section describes the sample, measures, and data collection process. Results provide support for most hypotheses but also show intensity of relationships varies by product category. The conclusion discusses limitations and opportunities for future research.
The document discusses the need for conversation managers in today's changing media landscape. As communication platforms boom and media consumption becomes more complex, more people are participating in online conversations. Most conversations now take place offline rather than online. The consumer is empowered and word of mouth is important. However, many brands do not monitor or react to conversations about their brand. A conversation manager should get buy-in from senior leadership, empower employees, observe consumers, join conversations, take a leadership role, and inspire passion. Case studies from Kai Mook and Starbucks demonstrate how embracing social media can benefit brands by fostering engagement, participation and dialogue. The role of a conversation manager is to start small with listening, engage target audiences and empower brand
This document summarizes a student's summer internship project on Patanjali. It includes sections like the certificate, declaration, acknowledgements, executive summary, introduction and objectives. The student conducted primary research through questionnaires to collect data from 100 respondents in Delhi. The objectives were to study Patanjali as a brand, analyze consumer perception and factors influencing its brand loyalty. Various research methodology concepts are also defined like brand image, brand loyalty, and types of data. Both primary and secondary data were collected for the study.
This document discusses business plans and strategies for startups. It provides the following key points:
1. Most startups fail because they rely too heavily on rigid business plans and don't test assumptions. Successful startups burn the business plan, remain flexible to opportunities and learn through testing ideas rather than sticking to the original plan.
2. Startups should focus on achieving product-market fit before prematurely scaling the business. Properly scaling allows startups to grow 8 times faster than those scaling prematurely.
3. The business model canvas is presented as a tool to conceptualize the key elements of a business model including customer segments, value propositions, distribution channels, and revenue streams. Nespresso
B2B content marketers are increasingly confident in the effectiveness of content marketing tactics. While 90% of marketers use content marketing, the perceived effectiveness of tactics like blogs, videos, and case studies has increased significantly from the previous year. Marketers also feel more confident about the effectiveness of individual tactics like social media. However, demonstrating the impact of specific tactics and channels remains a challenge.
gebauer fueller-the dark side of co-creation_presentation with permission to ...pnschwab
This document summarizes a presentation on managing angry community members in co-creation projects. The presentation addresses why community members may engage in negative word-of-mouth, and how community managers and companies should respond to antagonism. It also reviews literature on the co-creation experience, word-of-mouth, and conflict management. As a case study, it examines a design contest where some members became disappointed and critical. The presentation concludes that rightfully managing such situations can lead to a positive perception of co-creation, and that crisis management approaches need to be adopted for co-creation communities.
The document provides branding guidelines for Profyle, a facial recognition technology company. It outlines the company's history and new branding direction aimed at becoming more transparent. The simplified logo was designed to represent facial recognition while being adaptable across formats. Usage guidelines cover logo placement, sizing, colors, and typography. The primary font is Agency FB. Examples show applying the logo and type properly in print and digital materials.
Session 1, introduction to branding 2011 2012John Verhoeven
This document provides an introduction to a course on branding. It outlines the course topics, instructors, resources and ways for students to engage on social media. The first session will cover defining branding and a brand, the role and evolution of branding over time, how any entity can be branded, and factors that build brand value and loyalty like awareness, knowledge, image and preference. Students are asked to prepare for the next class on branding in music, events and entertainment.
This document outlines a startup's efforts to solve sponsorship problems between nonprofits and sponsors using online technology. The startup conducted market analysis that estimated the potential US market size at $96 million to $480 million annually. However, initial hypotheses about nonprofits wanting tools for brand visibility and logo management were not validated in 15 interviews with nonprofits. Key learnings included that nonprofits' top priority is increasing resources for sponsorship, not visibility which they felt they provided adequately. Next steps include testing the value proposition with sponsors, improving the interview process, and separating the value proposition into problem and solution hypotheses to identify where validation failed.
The document outlines a design audit process to analyze a company's branding, products/services, and operations in order to increase responsiveness to customers and support future growth. The audit examines 3 key components: 1) Products - functionality, user experience, sustainability. 2) Brand - differentiation through logo, website, media, marketing. 3) Operations - internal employee experience and external market trends and competition. The document provides questions under each component to help identify new ideas and opportunities for improvement.
Brands in Strategic Marketing guest lectureHenri Weijo
This is a presentation I gave on March 23rd at the Helsinki School of Economics as a guest lecturer. In this presentation I go through the fundamental differences between mind-share, emotional, viral, and cultural branding, and also try to map out how they relate to each other in terms of synergy and different stages of brand building.
While content marketing adoption remains high at 90% of B2B marketers, the effectiveness of individual tactics is still challenging to measure. However, the confidence gap in content marketing effectiveness is shrinking. Most marketers employ eight tactics and dedicate 26% of budgets to content marketing. Goals include brand awareness, customer acquisition, and lead generation. The greatest challenges are producing engaging content and having enough budget. Effective marketers dedicate more budget, tailor content to the buying cycle, and have more organizational buy-in.
This report summarizes a plan to revitalize the Big Babol chewing gum brand. It analyzes the target market segmentation, competitors, and brand elements such as logos and packaging. The report then provides recommendations to revitalize the brand using the 4Ps of marketing: updating the product with new packaging designs, expanding distribution places, adjusting the price, and launching a new promotion campaign centered around a new slogan and character. Integrated marketing communications tactics are suggested, including television, print media, and social media. The goal is to successfully regain market share for the Big Babol brand.
Brand Love is in the Heart Physiological Responding to Advertised Brands CBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Maxian Xavier
Samuel D. Bradley
Wesley T. Wise
E. N. Toulouse
How to Build Brand Attachment with Commodity: The case of a Brazilian Cement ...CBR Conference
The document discusses a case study of a Brazilian cement company called Poty that was able to command premium prices in its region despite cement being a commodity product. A researcher conducted surveys and focus groups to understand why consumers preferred the Poty brand. The surveys found that the Poty brand had strong emotional associations that increased its brand equity more than its functional attributes. When the company was sold, the researcher helped the new owners develop a branding campaign to transition the brand successfully. The campaign focused on increasing brand awareness, recognition, and attachment by creating opportunities for customers to experience the product beyond just purchasing it. The case showed that even for commodities, emotional brand image can significantly impact brand equity.
More Related Content
Similar to ARE BRAND PARODIES HARMFUL FOR THE BRAND RELATIONSHIP?
Predictions In Social Product Innovation 2012 FinalAmy Kenly
What predictions can we make for the use of social media and related social technologies to improve product innovation? To help answer that question, we turned to the results of Kalypso’s annual Social Product Innovation surveys from 2010 and 2011.
This document summarizes a research study that examined how two modes of intergenerational communication (conversation and recommendation) influence brand equity through multiple mechanisms. The study developed hypotheses about relationships between intergenerational affective brand association, perceived quality, brand trust, and brand loyalty and how these factors ultimately impact overall brand equity. A proposed research model was tested through a survey of 323 older consumers and 323 younger consumers. The results supported most of the hypotheses except the relationship between perceived quality and brand loyalty.
This document provides tips on pitching a business idea with charisma, confidence and credibility. It emphasizes that both what you say and how you say it are important. How you say it involves using a natural, energetic vocal delivery with varied pitch, pace and volume, as well as engaging body language. What you say should introduce your big idea simply and conversationally without jargon. It provides examples of introducing yourself, your idea, why now, and what the idea is about in 3 minutes or less. The document coaches presenting with demos and offers connecting with the author for additional coaching.
MKT10007 Fundamentals of Marketing Semester 1,19Assignment 4.docxssuserf9c51d
MKT10007 Fundamentals of Marketing
Semester 1,19
Assignment 4: Companion Document
Positioning; Check Points - Have you followed this logic sequence?
· identify USP >
· Justify your USP using the Criteria >
· Include that USP in the Brand Positioning statement >
· Demonstrate USP and other elements of your positioning using the Positioning Maps, where one of the axes on one of the maps is a USP and other axes demonstrate other Factors which the consumers regard as important.
Relevant data to support your PLC classification would include date since product launched, typical life cycle of previous models, sales growth rates and trends.
Appendix A - D and HD Assignments will refer to arguments on these slides to justify their recommendations regarding Marketing Mix with reference to PLC and Diffusion of Innovation.
[Type here]
MKT10007 Assignment 4 Companion Document S1,19.docx
COMS 560
Discussion Board Forum Grading Rubric
Criteria
Levels of Achievement
Content (70%)
Advanced
Proficient
Developing
Not Present
Points Earned
Thread – Key Components
11 to 12 points
All key components of the Discussion Board Forum prompt are answered in the thread.
10 points
Most key components of the Discussion Board Forum prompt are answered in the thread.
1 to 9 points
Some key components of the Discussion Board Forum prompt are answered in the thread.
0 points
No key components of the Discussion Board Forum prompt are answered in the thread.
Thread – Major Point Support
12 to 13 points
Major points are supported by all of the following:
· Reading & Study materials;
· Pertinent examples (conceptual and/or personal);
· Thoughtful analysis (considering assumptions, analyzing implications, and comparing/contrasting concepts);
· At least 2 source citations in current APA format; and
· Integration of at least 1 biblical principle.
11 points
Major points are supported by most of the following:
· Reading & Study materials;
· Pertinent examples (conceptual and/or personal);
· Thoughtful analysis (considering assumptions, analyzing implications, and comparing/contrasting concepts);
· At least 2 source citations in current APA format; and
· Integration of at least 1 biblical principle.
1 to 10 points
Major points are supported by some of the following:
· Reading & Study materials;
· Pertinent examples (conceptual and/or personal);
· Thoughtful analysis (considering assumptions, analyzing implications, and comparing/contrasting concepts);
· At least 2 source citations in current APA format; and
· Integration of at least 1 biblical principle.
0 points
Major points are supported by none of the following:
· Reading & Study materials;
· Pertinent examples (conceptual and/or personal);
· Thoughtful analysis (considering assumptions, analyzing implications, and comparing/contrasting concepts);
· At least 2 source citations in current APA format; and
· Integration of at least 1 biblical principle.
Replies – Key Components
5 points
Contribution ma.
This document provides an overview of a research paper that examines the effect of product category on consumer brand relationships. It begins with an introduction stating that brand love is under researched and it is unknown if brand love varies by product category. The document then reviews relevant literature on consumer brand relationships and brand love. It presents the theoretical framework and six hypotheses about the relationships between brand love, brand loyalty, purchase intention, and word of mouth across different product categories. The methodology section describes the sample, measures, and data collection process. Results provide support for most hypotheses but also show intensity of relationships varies by product category. The conclusion discusses limitations and opportunities for future research.
The document discusses the need for conversation managers in today's changing media landscape. As communication platforms boom and media consumption becomes more complex, more people are participating in online conversations. Most conversations now take place offline rather than online. The consumer is empowered and word of mouth is important. However, many brands do not monitor or react to conversations about their brand. A conversation manager should get buy-in from senior leadership, empower employees, observe consumers, join conversations, take a leadership role, and inspire passion. Case studies from Kai Mook and Starbucks demonstrate how embracing social media can benefit brands by fostering engagement, participation and dialogue. The role of a conversation manager is to start small with listening, engage target audiences and empower brand
This document summarizes a student's summer internship project on Patanjali. It includes sections like the certificate, declaration, acknowledgements, executive summary, introduction and objectives. The student conducted primary research through questionnaires to collect data from 100 respondents in Delhi. The objectives were to study Patanjali as a brand, analyze consumer perception and factors influencing its brand loyalty. Various research methodology concepts are also defined like brand image, brand loyalty, and types of data. Both primary and secondary data were collected for the study.
This document discusses business plans and strategies for startups. It provides the following key points:
1. Most startups fail because they rely too heavily on rigid business plans and don't test assumptions. Successful startups burn the business plan, remain flexible to opportunities and learn through testing ideas rather than sticking to the original plan.
2. Startups should focus on achieving product-market fit before prematurely scaling the business. Properly scaling allows startups to grow 8 times faster than those scaling prematurely.
3. The business model canvas is presented as a tool to conceptualize the key elements of a business model including customer segments, value propositions, distribution channels, and revenue streams. Nespresso
B2B content marketers are increasingly confident in the effectiveness of content marketing tactics. While 90% of marketers use content marketing, the perceived effectiveness of tactics like blogs, videos, and case studies has increased significantly from the previous year. Marketers also feel more confident about the effectiveness of individual tactics like social media. However, demonstrating the impact of specific tactics and channels remains a challenge.
gebauer fueller-the dark side of co-creation_presentation with permission to ...pnschwab
This document summarizes a presentation on managing angry community members in co-creation projects. The presentation addresses why community members may engage in negative word-of-mouth, and how community managers and companies should respond to antagonism. It also reviews literature on the co-creation experience, word-of-mouth, and conflict management. As a case study, it examines a design contest where some members became disappointed and critical. The presentation concludes that rightfully managing such situations can lead to a positive perception of co-creation, and that crisis management approaches need to be adopted for co-creation communities.
The document provides branding guidelines for Profyle, a facial recognition technology company. It outlines the company's history and new branding direction aimed at becoming more transparent. The simplified logo was designed to represent facial recognition while being adaptable across formats. Usage guidelines cover logo placement, sizing, colors, and typography. The primary font is Agency FB. Examples show applying the logo and type properly in print and digital materials.
Session 1, introduction to branding 2011 2012John Verhoeven
This document provides an introduction to a course on branding. It outlines the course topics, instructors, resources and ways for students to engage on social media. The first session will cover defining branding and a brand, the role and evolution of branding over time, how any entity can be branded, and factors that build brand value and loyalty like awareness, knowledge, image and preference. Students are asked to prepare for the next class on branding in music, events and entertainment.
This document outlines a startup's efforts to solve sponsorship problems between nonprofits and sponsors using online technology. The startup conducted market analysis that estimated the potential US market size at $96 million to $480 million annually. However, initial hypotheses about nonprofits wanting tools for brand visibility and logo management were not validated in 15 interviews with nonprofits. Key learnings included that nonprofits' top priority is increasing resources for sponsorship, not visibility which they felt they provided adequately. Next steps include testing the value proposition with sponsors, improving the interview process, and separating the value proposition into problem and solution hypotheses to identify where validation failed.
The document outlines a design audit process to analyze a company's branding, products/services, and operations in order to increase responsiveness to customers and support future growth. The audit examines 3 key components: 1) Products - functionality, user experience, sustainability. 2) Brand - differentiation through logo, website, media, marketing. 3) Operations - internal employee experience and external market trends and competition. The document provides questions under each component to help identify new ideas and opportunities for improvement.
Brands in Strategic Marketing guest lectureHenri Weijo
This is a presentation I gave on March 23rd at the Helsinki School of Economics as a guest lecturer. In this presentation I go through the fundamental differences between mind-share, emotional, viral, and cultural branding, and also try to map out how they relate to each other in terms of synergy and different stages of brand building.
While content marketing adoption remains high at 90% of B2B marketers, the effectiveness of individual tactics is still challenging to measure. However, the confidence gap in content marketing effectiveness is shrinking. Most marketers employ eight tactics and dedicate 26% of budgets to content marketing. Goals include brand awareness, customer acquisition, and lead generation. The greatest challenges are producing engaging content and having enough budget. Effective marketers dedicate more budget, tailor content to the buying cycle, and have more organizational buy-in.
This report summarizes a plan to revitalize the Big Babol chewing gum brand. It analyzes the target market segmentation, competitors, and brand elements such as logos and packaging. The report then provides recommendations to revitalize the brand using the 4Ps of marketing: updating the product with new packaging designs, expanding distribution places, adjusting the price, and launching a new promotion campaign centered around a new slogan and character. Integrated marketing communications tactics are suggested, including television, print media, and social media. The goal is to successfully regain market share for the Big Babol brand.
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Copyright by
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The document discusses a case study of a Brazilian cement company called Poty that was able to command premium prices in its region despite cement being a commodity product. A researcher conducted surveys and focus groups to understand why consumers preferred the Poty brand. The surveys found that the Poty brand had strong emotional associations that increased its brand equity more than its functional attributes. When the company was sold, the researcher helped the new owners develop a branding campaign to transition the brand successfully. The campaign focused on increasing brand awareness, recognition, and attachment by creating opportunities for customers to experience the product beyond just purchasing it. The case showed that even for commodities, emotional brand image can significantly impact brand equity.
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Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
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ARE BRAND PARODIES HARMFUL FOR THE BRAND RELATIONSHIP?
1. ARE BRAND PARODIES
HARMFUL FOR THE
BRAND RELATIONSHIP?
Géraldine Michel
Professor – Sorbonne Business School– France
Ouidade Sabri
Associate Professor - Sorbonne Business School– France
Pierre-Yves Lagroue
Associate Professor , Sorbonne Business School– France
Consumer Brand Relationship Colloquium – March 2011
2. 2
1. Why is it so important
to study parody effects?
Michel, Sabri, Lagroue CBR 2011
3. Parody : phenomen
increasing
Parody is a creative art that transforms a serious copyrighted
work by using irony, humor or satire (Bush, Bush & Boller,
1994; Johnson 1 Spilger 2000)
Brand parodies can be either
positive or negative
Michel, Sabri, Lagroue CBR 2011
4. … At the same time
Maintaining or creating a good reputation for companies
is a main challenge and in all sectors.
So the analysis of negative parody effects is especially
important.
What changes in the brand perception ? What changes
in the brand relationship ?
Michel, Sabri, Lagroue CBR 2011
5. Little previous research
Little literature about parody
Little conceptualization to analyze parody effects
(Johnson and Spilger 2000; Bush, Bush, and Boller,
1994; Zinkhan,1994).
Few empirical results (Jean 2011; Ahluwalia, Burnkrant
and Unhava, 2000).
Michel, Sabri, Lagroue CBR 2011
6. 6
2. What are the research
objectives ?
Michel, Sabri, Lagroue CBR 2011
7. Research purposes
Analyse the impact of negative brand
parody on brand
Analyse ad attention and brand recall
Impact on brand relationship
Impact on word-of-mouth
Michel, Sabri, Lagroue CBR 2011
8. The hypothesis of
negative brand parody impact on brand
Brand
commitment
Behavior toward Brand
Logo attitude
Attention
Brand Recall
Brand relationship
Brand Affect
Brand trust
Brand word-of-mouth
Brand Reputation
H1 +
H2 =
H4 +
H3c -
H3b -
H3a -
H5 -
Negative logo
parody versus real
logo
Michel, Sabri, Lagroue CBR 2011
10. EXPERIMENT
METHODOLOGY
Specific focus on negative parody of 2 brands : Evian
(bottled mineral water) and Fnac (Cultural and
technological product retailer)
4 groups (experimental and control groups * 2 brands)
Online questionnaire, exposure to the logo on blog page
Sample
172 respondents
53% men
Age average : 31 years old
Michel, Sabri, Lagroue CBR 2011
11. Experimental groups / Control
groups
Sink, natural tap water
Money, profit maker
Evian, natural spring water
Fnac, idea shaker
Michel, Sabri, Lagroue CBR 2011
12. 12
4. What are the survey
results ?
Michel, Sabri, Lagroue CBR 2011
13. Do you recognize what you
see ?
In the experimental
group 31% saw
« evian » even though
we showed « evier »
logo.
In the experimental
group 48% saw
« fnac.com » even
though we showed
« fric.com » logo.
EVIAN FNAC
Michel, Sabri, Lagroue CBR 2011
Gestalt theory
14. ANOVA to compare experimental
and control group
Real
logo
Parodie
d logo
F P
Attention 3.36 3.73 3.25 .06
% Recall .83 .69 .10
Brand trust 3.80 3.76 .089 .76
Brand reputation 3.97 3.91 1.79 .67
Brand Affect 3.87 3.93 .153 .69
Word-of- Mouth 3.48 3.27 1.38 .22
Michel, Sabri, Lagroue CBR 2011
15. ANCOVA to test the commitment
moderating role
Commitment * cas
F P
Brand trust 1.05 .40
Brand reputation .95 .47
Brand Affect 1.48 .18
Word-of- Mouth .77 .61
Brand commitment doesn’t moderate the logo parody effects
Michel, Sabri, Lagroue CBR 2011
16. ANOVA to compare the logo
characteristic
Real
logo
Parodie
d Logo
F P
Credibility 3.18 2.90 3.50 .00
Humor 2.39 3.65 44.58 .00
Parodied logo is perceived as less credible and more
humorous than real logo
Michel, Sabri, Lagroue CBR 2011
18. Conclusion
Theoretical contributions
No effect of negative logo parody on brand
relationship
Reasons why
The parody claims are perceived to be less credible
than real brand claims but the credible content is
important in convincing.
The brand awareness dismisses the impact of
negative claims, now in this research Evian and Fnac
Brands have a high awareness.Michel, Sabri, Lagroue CBR 2011
19. Conclusion
Managerial contributions
Negative logo parody has no impact to the original
brand if not founded on specific issues(s) related to
the brand
Logo parody could increase the brand visiblity even
the parody could be perceived negative (ex:
Logorama)
Michel, Sabri, Lagroue CBR 2011
20. Limitations and further
research
Survey on negative parody advertising
(brand parody more explicite)
Survey on past or present brand issues
(brand which showed some issues on the past)
Before and after brand parody exposure
(with control group)
Michel, Sabri, Lagroue CBR 2011
22. Global results
Behavior towards Brand
Cognitive impact
Attention
Brand Recall
Brand relationship
Brand Affect
Brand trust
Brand word-of-mouth
Brand Reputation
H1 +
H2 =
H4
H3c
H3b
H3a
Negative logo
parody / real brand
logo
Brand
commitment
H5
Michel, Sabri, Lagroue CBR 2011
23. Outline
1. Why is it so important to study parody
effects ?
2. What are the research objectives ?
3. Which methodology did we use ?
4. What are the study results ?
Michel, Sabri, Lagroue CBR 2011
Editor's Notes
The parody source could be a logo, an advertising, or a joke in the movie. For instance in Shrek 2 movie, Starbuck brand was called Farbucks and the luxury brand Versace was called Versarcherry.
Shreck 2: Versarchery, Armani Armour, Burger Prince, Abercombie & Witch, Saxxon Fifth Avenue, Tower of London Records, Farbucks...
Tabasco effects on your estomac OMFG « O my funk god », scam= arnaque
When the consumer saw a brand parody what are the changes in the brand perception, what are the changes in the brand relationship?
Impact on the attention toward brand
Impact on the brand recall
Impact on the WOM about brand
À présenter sur la base d’un exemple
We studied 2 brands
We showed 2 logos to 2 different groups. Experimental group was exposed to the parodied logo and the control group was exposed to the real logo
Problem / issues
Importance of humorous content in recalling the claim
Some brands asked to the author why the brand logo was not in the movie. Some brands were disappoint to not see their own logo in the logorama movie. Because the parody means that the brand is strong, is a signal of brand power.
The Logorama movie is a short animation by H5. It won at the 2010 Oscars in the short film category. Full movie below.
In a world made up entirely of trademarks and brand names, Michelin Man cops pursue a criminal Ronald McDonald.
The results confirm only 2 hypothesis.
The consumer has higher attention towards evier than evian
The consumer makes the link between the logo and evian brand with no significant difference between the experimental and control group