2. What is a Brand?
A brand is a name, term, sign, symbol,
or design which is intended to identify the
goods or services of one seller or group
of sellers and to differentiate them from
those of competitors.
2
3. New Branding Challenges
Brands are important as ever
Consumer need for simplification
Consumer need for risk reduction
Brand management is as difficult as ever
Savvy consumers
Increased competition
Decreased effectiveness of traditional
marketing tools and emergence of new
marketing tools
Complex brand and product portfolios
3
4. The Customer/Brand Challenge
In this difficult environment, marketers
must have a keen understanding of:
customers
brands
the relationship between the two
4
5. The Concept of Brand Equity
The brand equity concept stresses the
importance of the brand in marketing
strategies.
Brand equity is defined in terms of the
marketing effects uniquely attributable to
the brand.
Brand equity relates to the fact that different
outcomes result in the marketing of a product or
service because of its brand name, as compared to if
the same product or service did not have that name.
5
6. The Concept of
Customer-Based Brand Equity
Customer-based brand equity
Differential effect
Customer brand knowledge
Customer response to brand marketing
6
7. Determinants of
Customer-Based Brand Equity
Customer is aware of and familiar with the
brand
Customer holds some strong, favorable, and
unique brand associations in memory
7
8. Building
Customer-Based Brand Equity
Brand knowledge structures depend on . . .
The initial choices for the brand elements
The supporting marketing program and the
manner by which the brand is integrated into
it
Other associations indirectly transferred to
the brand by linking it to some other entities
8
9. Benefits of
Customer-Based Brand Equity
Enjoy greater brand loyalty, usage, and
affinity
Command larger price premiums
Receive greater trade cooperation &
support
Increase marketing communication
effectiveness
Yield licensing opportunities
Support brand extensions. 9
10. Customer-Based Brand Equity
as a “Bridge”
Customer-based brand equity represents
the “added value” endowed to a product
as a result of past investments in the
marketing of a brand.
Customer-based brand equity provides
direction and focus to future marketing
activities
10
11. The Key to Branding
For branding strategies to be successful,
consumers must be convinced that there
are meaningful differences among brands
in the product or service category.
Consumer must not think that all brands
in the category are the same.
PERCEPTION = VALUE
11
12. Strategic Brand Management
Strategic brand management involves the design and
implementation of marketing programs and activities to
build, measure, and manage brand equity.
The strategic brand management process is defined as
involving four main steps:
1) Identifying and establishing brand positioning and values
2) Planning and implementing brand marketing programs
3) Measuring and interpreting brand performance
4) Growing and sustaining brand equity
12
13. Strategic Brand Management Process
STEPS KEY CONCEPTS
Mental maps
Identify and Establish Competitive frame of reference
Brand Positioning and Values Points-of-parity and points-of-difference
Core brand values
Brand mantra
Plan and Implement Mixing and matching of brand elements
Brand Marketing Programs Integrating brand marketing activities
Leveraging of secondary associations
Brand Value Chain
Measure and Interpret Brand audits
Brand Performance Brand tracking
Brand equity management system
Brand-product matrix
Grow and Sustain Brand portfolios and hierarchies
Brand Equity Brand expansion strategies
Brand reinforcement and revitalization 13
14. Motivation for
Customer-Based Brand Equity Model
Marketers know strong brands are
important but aren’t always sure how to
build one.
CBBE model was designed to be …
comprehensive
cohesive
well-grounded
up-to-date
actionable
14
15. Rationale of
Customer-Based Brand Equity Model
Basic premise: Power of a brand resides in the
minds of customers
Challenge is to ensure customers have the right
types of experiences with products & services
and their marketing programs to create the
right brand knowledge structures:
Thoughts
Feelings
Images
Perceptions
Attitudes
15
16. Building
Customer-Based Brand Equity
Building a strong brand involves a series of
steps as part of a “branding ladder”
A strong brand is also characterized by a
logically constructed set of brand “building
blocks.”
Identifies areas of strength and weakness
Provides guidance to marketing activities
16
17. CUSTOMER-BASED BRAND EQUITY PYRAMID
4. RELATIONSHIPS =
RESONANCE What about you & me?
3. RESPONSE =
JUDGMENTS FEELINGS
What about you?
2. MEANING =
PERFORMANCE IMAGERY What are you?
1. IDENTITY =
SALIENCE
Who are you? 17
18. Salience Dimensions
Depth of brand awareness
Ease of recognition & recall
Strength & clarity of category membership
Breadth of brand awareness
Purchase consideration
Consumption consideration
18
19. Performance Dimensions
Primary characteristics & supplementary
features
Product reliability, durability, and
serviceability
Service effectiveness, efficiency, and
empathy
Style and design
Price 19
20. Imagery Dimensions
User profiles
Demographic & psychographic characteristics
Actual or aspirational
Group perceptions -- popularity
Purchase & usage situations
Type of channel, specific stores, ease of purchase
Time (day, week, month, year, etc.), location, and context of
usage
Personality & values
Sincerity, excitement, competence, sophistication, &
ruggedness
History, heritage, & experiences
Nostalgia 20
Memories
22. Feelings Dimensions
Warmth
Fun
Excitement
Security
Social approval
Self-respect
22
23. Resonance Dimensions
Behavioral loyalty
Frequency and amount of repeat purchases
Attitudinal attachment
Love brand (favorite possessions; “a little pleasure”)
Proud of brand
Sense of community
Kinship
Affiliation
Active engagement
Seek information
Join club
Visit web site, chat rooms
23
29. Major Challenges in Positioning
Find compelling & impactful points-
of-difference (MacMillan & McGrath,
HBR, ‘97)
How do people become aware of their need for your
product and service?
How do consumers find your offering?
How do consumers make their final selection?
How do consumers order and purchase your product
or service?
What happens when your product or service is
delivered?
How is your product installed?
29
How is your product or service paid for?
30. Major Challenges in Positioning
Find compelling & impactful points-
of-difference (cont.)
How is your product stored?
How is your product moved around?
What is the consumer really using your product for?
What do consumers need help with when they use
your product?
What about returns or exchanges?
How is your product repaired or serviced?
What happens when your product is disposed of or
no longer used? 30
31. Communicating & Establishing
POP’s & POD’s
Create POP’s and POD’s in the face
of attribute & benefit trade-offs
Price & quality
Convenience & quality
Taste & low calories
Efficacy & mildness
Power & safety
Ubiquity & prestige
Comprehensiveness (variety) & simplicity
Strength & refinement
31
32. Strategies to Reconcile
Attribute & Benefit Trade-Offs
Establish separate marketing programs
Leverage secondary association (e.g., co-
brand)
Re-define the relationship from negative
to positive
32
34. Core Brand Values
Set of abstract concepts or phrases that
characterize the 5-10 most important
dimensions of the mental map of a brand.
Relate to points-of-parity and points-of-
difference
Mental Map Core Brand Values Brand
Mantra
34
35. Brand Mantras
A brand mantra is an articulation of the “heart
and soul” of the brand.
Brand mantras are short three to five word phrases
that capture the irrefutable essence or spirit of the
brand positioning and brand values.
Nike
Authentic Athletic Performance
Disney
Fun Family Entertainment
35
38. Introdu
ction to
Advert
Outline ising
The mandate for effectiveness
What makes an ad effective?
The world of advertising
The five players of advertising
The evolution of advertising
39. Today advertising
is in a bind
The Mandate for
Advertisers
expect specific
Effectiveness
results that lead to
sales
Advertising must
be effective
39
40. What Makes an Ad
Effective?
Effective ads
work on two
levels: with
consumers and
with advertisers
Characteristics of
effective ads:
Strategy
40
-
41. The World of Advertising
Defining advertising
• A paid form of
communication
• A sponsor is
identified
• Tries to
persuade or
influence the 41
consumer to do
42. Types of Advertising
Brand advertising Business-to-
Retail/local business
advertising advertising
Political Institutional
advertising advertising
Directory Public service
advertising advertising (PSA)
Direct-response Interactive 42
advertising
43. The Roles of Advertising
Marketing role
Communication
role
Economic role
Societal role
43
45. The Five Players of Advertising
Advertiser
Advertising
agency
The advertising
department
The in-house
agency
Media
45
Vendors
46. The Evolution of Advertising
Age of print
Industrial
revolution and
emergence of
consumer society
Modern
advertising:
Agencies, science
46
and creativity
50. Role of Integrated Marketing
Communications
Marketing communications …
are the “voice” of the brand and are a means
by which it can establish a dialogue and build
relationships with consumers.
allow marketers to inform, persuade, incent,
and remind consumers directly or indirectly
can contribute to brand equity by
establishing the brand in memory and linking
strong, favorable, and unique associations to
it.
50
51. Role of Integrated Marketing
Communications (Cont.)
Consumers can be told or shown how and why a
product is used, by what kind of person, and where
and when;
Consumers can learn about who makes the product
and what the company and brand stand for
Consumers be given an incentive or reward for trial
or usage
Brands can be linked to other …
People
Places
Events
Brands
Experiences
Feelings 51
Things
52. Simple Test for
Marketing Communications
1. 3. 2.
Current Desired
Brand Brand
Knowledge Knowledge
52
53. Integrated Marketing Communications
and Customer-Based Brand Equity
One implications of the CBBE framework
is that the manner in which brand
associations are formed does not matter
-- only the resulting strength, favorability,
and uniqueness
53
54. Designing Integrated Marketing
Communications Programs
From the perspective of customer-based brand
equity, marketers should evaluate all possible
communication options available to create
knowledge structures according to effectiveness
criteria as well as cost considerations.
Different communication options have different
strengths and can accomplish different
objectives.
54
55. Alternative Communication Options
(Consumer)
Media Advertising (TV, radio, newspapers, magazines)
Direct Response Advertising
Interactive (on-line) Advertising & Web Sites
Outdoor Advertising (billboards, posters, cinema)
Point-of-Purchase Advertising
Trade Promotions
Consumer Promotions
Sponsorship of Event Marketing
Publicity or Public Relations
55
56. Alternative Communication Options
(Business-to-Business)
Media Advertising (TV, radio, newspaper, magazines)
Trade Journal Advertising
Interactive (on-line) Advertising & Web Sites
Directories
Direct Mail
Brochures & Sales Literature
Audio-Visual Presentation Tapes
Giveaways
Sponsorship or Event Marketing
Exhibitions, Trade Shows, Conventions
Publicity or Public Relations 56
57. Print Ad Evaluation Criteria
Is the message clear at a glance?
Is the benefit in the headline?
Does the illustration support the
headline?
Does the first line of the copy support or
explain the headline and illustration?
Is the ad easy to read and follow?
Is the product easily identified?
Is the brand or sponsor clearly identified?57
58. Ad Campaign Considerations
Campaigns make brands -- not single ads
Be creative and develop creative themes
Avoid slavishly sticking to executional formulas
Brand communications should sing like a choir
Multiple voices
Multiple notes
Find fresh consumer insights & compelling
brand truths
Productively conduct ad research
58
59. IMC Case Study
CMPB Success Factors
Smart strategy
Relative deprivation
Imaginative creative
Funny but relevant
Clever hook
“Got milk?” slogan
Timely secondary media
In store
Right partners
59
60. Common Mistakes in
Developing Advertising
Failure to distinguish ad positioning (what
you say) from ad creative (how you say
it)
Mistaken assumptions about consumer
knowledge
Improperly positioned
Failure to break through the clutter
Distracting, overpowering creative in ads
60
61. Common Mistakes in
Developing Advertising
(cont.)
Under-branded ads
Failure to use supporting media
Changing campaigns too frequently
Substituting ad frequency for ad quality
61
62. Audience Communication Option Overlap
Communication Communication
Option A Option B
ie nce
Aud
Communication Option C
Note: Circles represent the market segments reached by various communication options.
62
Shaded portions represent areas of overlap in communication options.
63. Evaluating IMC Programs
Coverage - what proportion of the target
audience is reached by each
communication option employed, as well
as how much overlap exists among
options
Cost - what is the per capita expense
63
64. Evaluating IMC Programs
(cont.)
Contribution - the collective effect on
brand equity in terms of
enhancing depth & breadth of awareness
improving strength, favorability, &
uniqueness of brand associations
Commonality - the extent to which
information conveyed by different
communication options share meaning
64
65. Evaluating IMC Programs
(cont.)
Complementarity - the extent to which
different associations and linkages are
emphasized across communication
options
Versatility - the extent to which
information contained in a communication
option works with different types of
consumers
Different communications history
Different market segments 65
66. “Keller Be’s”
Be analytical: Use frameworks of consumer behavior
and managerial decision-making to develop well-
reasoned communication programs
Be curious: Fully understand consumers by using all
forms of research and always be thinking of how you
can create added value for consumers
Be single-minded: Focus message on well-defined
target markets (less can be more)
Be integrative: reinforce your message through
consistency and cuing across all communications
66
67. “Keller Be’s”
Be creative: State your message in a unique
fashion; use alternative promotions and media
to create favorable, strong, and unique brand
associations
Be observant: Monitor competition,
customers, channel members, and employees
through tracking studies
Be realistic: Understand the complexities
involved in marketing communications
Be patient: Take a long-term view of
communication effectiveness to build and
manage brand equity 67