BRAND LECTURE 1

SEVEN WORLD MARKET TRENDS Brand creates competitive advantage through

1. The breakdown of market boundaries 1. Product performance

2. Globalization and the development of global 2. Research and development
brands 3. Understanding consumer motivations and desires
3. Increasing market fragmentation 4. Creating relevant and appealing images surrounding
4. Product diversity and shorter life cycles their products
5. Greater customer sophistication
6. Digital business
7. Economic instability and market volatility

WHY DO BRANDS MATTER?

CONSUMER MANUFACTURER
1. Identification of source of product 1. Means of identification to simplify handling or tracing
2. Assignment of responsibility to product maker 3. Risk 2. Means of legally protecting unique features
reducer 3. Signal of quality level to satisfied customers
4. Search cost reducer 4. Means of endowing products with unique
5. Promise, bond or pact with the maker of the associations
product 5. Source of competitive advantage 6. Source of financial
6. Symbolic device returns
7. Signal of quality
Anything can be branded: Strategic Brand Management

- Physical goods 1. Identifying and establishing brand positioning and

- Business to business products values
- Services 2. Planning and implementing brand marketing programs
- Retailers and distributors 3. Measuring and interpreting brand performance
- Online products and services 2. Growing and sustaining brand equity
- People and organizations
- Sports, arts and entertainment
- Geographic locations
- Ideas and causes
 BRAND LECTURE 2
BRAND EQUITY THREE (3) KEY INGREDIENTS TO THIS THE AWARENESS PYRAMID
DEFINITION
1. Differential effect A. Dominand Brand – Most often mentioned brand
2. Brand Knowledge B. Top-of-mind Brand – 1st mentioned brand
3. Consumer response to marketing C. Brand Recall – “Unaided”
D. Brand Recognition – “Aided”
E. Unaware of the Brand
Brand Knowledge Advantages of High-Level Brand Awareness

1. Brand awareness 1. Learning advantage

2. Brand Image 2. Consideration Advantage
3. Choice Advantage
BRAND IMAGE THE FOUR STEPS OF BRAND BUILDING

1. Strong 1. Ensure identifications of the brand with

2. Favorable customers – Who are you? (Brand Identity)
3. Unique association to the brand in memory 2. Firmly establist totality of brand meaning in the
minds of customers – What are you? (Brand
meaning)
3. Elicit the proper customer response to this brand
identification and brand meaning – What about
you? What do I think or feel about you? (Brand
responses)
4. Convert brand responses to create intense,
active loyalty relationship between customers
and the brand – What about you and me? What
kind of association and how much oof a
connecction would I like to have with you?
(Brand relationships)
Five important types of attributes and benefits that Types of attributes vary by product or service category
often underlinee brand performance

1. Primary ingredients and supplementary 1. Some categories have few ingredients or features.
features 2. Some products have many essential ingredients but
2. Product reliability, durability, and few features
serviceability 3. Some products have numerous ingredients and
3. Service effectiveness, efficiency and empathy features.
4. Style and design
5. Price
FOUR CATEGORIES THAT USUALLY LINKED TO A BRAND FOUR TYPES OF SUMMARY JUDGEMENTS
1. Users profile 1. Quality
2. Purchase and usage situations 2. Credibility
3. Personality and values 3. Consideration
4. History, heritage and experiences 4. Superiority
Brand credibility three dimensions Six important types of brand-building feelings:
1. Perceived Expertise - Is the brand seen as 1. Warmth
competent, innovative and a market leader 2. Fun
(brand expertise)? 3. Excitement
2. Trustworthiness - Is the brand seen as 4. Security
dependable and keeping customer interests in 5. Social Approval
mind (brand trustworthiness)? 6. Self-respect
3. Likability - Is the brand seen as fun, interesting
and worth spending time with (brand likability)?
BRAND RESONANCE FOUR CATEGORIES BRAND RELATIONSHIP TWO DIMENSION
1. Behavioral loyalty 1. Intensity
2. Attitudinal attachment 2. Activity
3. Sense of community
4. Active engagement
The tenets of Branding According to the CBBE Model Brand Audit Two (2) Steps:
1. Customers Own Brands 1. Brand Inventory
2. Don’t Take Shortcuts with Brands 2. Brand Ecplanatory
3. Brands Should Have a Duality
4. Brands Should Have Richness
5. Brand Resonance Provides Important Focus
POSSIBLE MEASURES OF BRAND BUILDING BLOCKS
1. Salience
2. Performance
3. Imagery
4. Judgements
5. Feelings
6. Resonance
 BRAND LECTURE 3
ACCORDING TO THE CBBE MODEL, IT IS NECESSARY TO DECIDE
1. Who the target customer is.
2. Who the main competitors are.
3. How the brand is similar to these competitors.
How the brand is diifferent from these competitors.
Segmentation Bases
Consumer Segmentation Bases Business-to-Business Segmentation Bases
• Behavioral • Nature of Goods
• Psychographic • Buying Condition
• Demographic • Demographic
• Geographic
SEGMENTATION CRITERIA ACCORDING TO THE CBBE MODEL, BRAND
ASSOCIATIONS CAN BE BROADLY CLASSIFIED:
• Identifiability 1. Functional, performance-related considerations
• Size 2. Abstract, imagery-related considerations
• Accessibility
• Responsiveness
Points of difference is also known as Three (3) main ways to convey a brand’s category
membership:
• Unique Selling Proposition (USP) 1. Communicating category benefits
• Sustainable Competitive Advantage (SCA) 2. Comparing to exemplars
3. Relying in the product descriptor
POINTS OF DIFFERENCE (POD) CRITERA
Desirability Criteria Deliverability Criteria
- Relevance - Feasibility
- Distinctiveness - Communicability
- Believability - Sustainability
Following approaches that performs well both on Reacting: Three main optios for the target brand –
dimensions frolm no reaction to moderate to significant reactions
1. Separate the Attributes 1. Do nothing
2. Leverage Equity of Another Entity 2. Go on the defensive
3. Redefine the Relationship 3. Go on the offensive
CORE BRAND VALUE PROCESS BRAND MANTRAS THREE (3) TERMS
1. Create a detailed mental map of the brand. 1. Brand functions
2. Brand associations are grouped into categories 2. Descriptive modifier
according to how they are related 3. Emotional modifier
 BRAND LECTURE 4
MAIN BRAND ELEMENTS CRITERIA FOR CHOOSING BRAND ELEMENTS
- Brand names 1. Memorable
- URLs 2. Meaningful
- Logos 3. Likeable
- Symbols 4. Transferable
- Characters 5. Adaotable
- Spokespeople 6. Protectable
- Slogans
- Jingles
- Packages
- Signage

Naming Guidelines Some URL Guidelines

1. Descriptive 1. Get started now.
2. Suggestive 2. Keep it as simple as possible.
3. Compounds 3. Avoid cliches. Stay away from prefixes and
4. Classical suffixes
5. Arbitrary 4. Avoid the .com
6. Fanciful 5. Avoid the descriptive.
6. Create a unique personality.
7. Go for unexpected combinations.
8. Reinvent a real world.
9. Make new words.
10. Ensure that your brand promise equates

CHARACTERISTICS OF LOGOS PACKAGING OBJECTIVES

1. High-recognition logos 1. Identify the brand.

2. Low-investment logos 2. Covey descripttive and persuasive information.
3. High-image logos 3. Facilitate product trasportation and protection.
4. Assist at-home storage.
5. Aid product consumption
 BRAND LECTURE 5
BRAND DYNAMICS PYRAMID EIGHT (8) TYPES OF BRANDS
1. Bonding 1. Olympic
2. Advantage 2. Classic
3. Performance 3. Specialist
4. Relevance 4. Little Tiger
5. Presence 5. Defender
6. Clean State
7. Wek
8. Fading Star
What Drives Brand Success A brand position should be:
1. Understanding customers 1. Relevant and meaningful
2. Predicting market share 2. Unique and memorable
3. Flexibility 3. Believable and credible
4. Leadership 4. Actionable and sustainable
5. Differentiation
6. Effective pricing
7. Customer relationship management
8. Effective targeting
9. Stand for something!
10. Great product
11. Innovation
12. Clear values
13. Relevant benefit
14. Good supply chain
WHY DO CONSUMERS LIKE BRANDS? FOUR DISTINCT FUNCTIONS OF THE MIND
1. Brands generate choice. 1. Thought
2. Brands simplify decisions. 2. Feeling
3. Brands offer quality assurance and reduce risk. 3. Sensation
4. Brands help self-expression. 4. Intuition
5. Brands offer friendship and pleasure.
Brand personality: These result from the pull of emtion The following classification illustrates some of these
appeal and can sumbolize several things to people: inner needs and associations that people find brands
express:
• What they stand for • Loyal friend
• What they believe in • Trusted partner
• What they care about • Heritage link
• What they love • Cult of Belonging
• What they want to be • Feel-good factor
• The type of person they want to be with • Dream team
• The kind of relationship they want. • Real me
• What they want people to know about them
• The kind of friend they want.