Copy of Brand Management Session 2 2013

7/30/2019 Copy of Brand Management Session 2 2013

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The Brand Management

Process

Session 2


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Branding Challenges

Customers

Brands

Media Competition

Costs

Accountability


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Customers

More Informed

More Demanding

More Specific

Less Loyal


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Brand Proliferation

New Brands and New Products Line Extensions

Brand Extensions

Brand Clutter


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7/39Line Extensions


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Line and Brand Extensions


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Media Fragmentation

More Media

Non Traditional

Communication Word-of-mouth

Word-of-click

Customizedcommunication


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Non Traditional Communication


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Competition

More ads, more brands Deregulation

Liberalization

Low-cost Competitors Private Labels

Piracy


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Higher Cost


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Accountability

Social Controversy

Religious Issues

Employee Retention

Environmental Issues

Language


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Strategic Brand Management

Strategic brand management involves the designand implementation of marketing programs andactivities to build, measure, and manage brandequity.

The strategic brand management process isdefined as involving four main steps:

1) Identifying and establishing brand positioning and values

2) Planning and implementing brand marketing programs3) Measuring and interpreting brand performance

4) Growing and sustaining brand equity


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Strategic Brand Management Process

Mental maps

Competitive frame of reference

Points-of-parity and points-of-difference

Core brand values

Brand mantra

Mixing and matching of brand elements

Integrating brand marketing activities

Leveraging of secondary associations

Brand Value Chain

Brand Audits

Brand Tracking

Brand equity management system

Brand-product matrix

Brand portfolios and hierarchies

Brand expansion strategies

Brand reinforcement and revitalization

KEY CONCEPTSSTEPS

Grow and Sustain

Brand Equity

Identify and Establish

Brand Positioning and Values

Plan and Implement

Brand Marketing Programs

Measure and Interpret

Brand Performance


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Rationale ofCustomer-Based Brand Equity Model

Basic premise: Power of a brand resides in theminds of customers

Challenge is to ensure customers have the righttypes of experiences with products & servicesand their marketing programs to create the rightbrand knowledge structures:

Thoughts Feelings

Images

Attitudes


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BuildingCustomer-Based Brand Equity

The CBBE model was designed to be

comprehensive, cohesive, well-grounded,

up to date, and actionable.

Building a strong brand, according to the

CBBE model, can be thought of as a series

of steps, where each step is contingent onsuccessfully achieving the previous step.


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What is CBBE?

The differential effect that brand

knowledge has on consumerresponse to the marketing of that

brand.Keller, 1993


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Customer-Based Brand Equity

Differential effect

Differences in consumer response

Brand knowledgeA result of consumers knowledge about the

brand

Consumer response to marketing

Choice of a brand Recall of copy points from an ad

Response to a sales promotion

Evaluations of a proposed brand extension


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Brand Equity as a Bridge

Reflection ofpast

investments in themarketing of a brand

Direction forfuture

marketing actions orprograms


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CBBE Steps

Who are you? (brand identity)

What are you? (brand meaning)

What do I think or feel about you?(brand responses)

What kind of association and how much

of a connection would I like to have withyou? (brand relationships)


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CUSTOMER-BASED BRAND EQUITY PYRAMID

RESONANCE

SALIENCE

JUDGMENTS FEELINGS

PERFORMANCE IMAGERY

4. RELATIONSHIPS =

What about you & me?

3. RESPONSE =

What about you?

2. MEANING =

What are you?

1. IDENTITY =

Who are you?


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Salience Dimensions

Depthof brand awareness

Ease of recognition & recall

Strength & clarity of category membership

Breadthof brand awareness

Purchase consideration

Consumption consideration


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Identify


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Exercise

Ex. 1: Lets buy a Laptop

Ex. 2: Like to buy a drink?

If I say non alcoholic?

If I further say carbonated?

If I further say Cola?


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Performance Dimensions

Primary characteristics & supplementaryfeatures

Product reliability, durability, and

serviceability

Service effectiveness, efficiency, andempathy

Style and design

Price


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Imagery Dimensions

User profiles Demographic & psychographic characteristics (Pulsar Male)

Actual (12 lakh yunhi Santrowale nahin bane) or Aspirational(Khoob Jamega Rang)

Group perceptions -- popularity

Purchase & usage situations Type of channel, specific stores, ease of purchase

Time, location, and context of usage (Thori si pet puja, kahin bhi,kabhi bhi)

Personality & values Sincerity, excitement, competence, sophistication, & ruggedness

History, heritage, & experiences Nostalgia

Memories


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Imagery

(user profile)


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Imagery (purchase

and usage)


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Personality

Imagery (Nostalgia)


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Imagery (Nostalgia)


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Judgment Dimensions

Brand quality Value

Satisfaction

Brand credibility

Expertise

Trustworthiness

Likeability

Brand consideration

Relevance

Brand superiority

Differentiation


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Feelings Dimensions

Warmth

Fun

Excitement

Security

Social approval

Self-respect


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Resonance Dimensions

Behavioral loyalty Frequency and amount of repeat purchases

Attitudinal attachment Love brand

Proud of brand

Sense of community Kinship

Affiliation

Active engagement Seek information

Join club

Visit web site, chat rooms


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C

om

mu

n

it

y


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We

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i

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Customer-Based Brand Equity Model

Consumer-

Brand

Resonance

Brand Salience

Consumer

Judgments

Consumer

Feelings

Brand

PerformanceBrand

Imagery

INTENSE, ACTIVE

LOYALTY

RATIONAL &

EMOTIONAL

REACTIONS

POINTS-OF-

PARITY &POINTS-OF-

DIFFERENCE

DEEP, BROAD

BRAND

AWARENESS


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Sub-Dimensions of CBBE Pyramid

LOYALTY

ATTACHMENT

COMMUNITY

ENGAGEMENT

QUALITY

CREDIBILITY

CONSIDERATION

SUPERIORITY

WARMTH

FUN

EXCITEMENTSECURITY

SOCIAL APPROVAL

SELF-RESPECT

CATEGORY IDENTIFICATION

NEEDS SATISFIED

PRIMARY CHARACTERISTICS &

SECONDARY FEATURES

PRODUCT RELIABILITY,

DURABILITY & SERVICEABILITYSERVICE EFFECTIVENESS,

EFFICIENCY, & EMPATHY

STYLE AND DESIGN

PRICE

USER PROFILES

PURCHASE & USAGE

SITUATIONS

PERSONALITY &

VALUES

HISTORY, HERITAGE,

& EXPERIENCES


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Thank You, Class

Copy of Brand Management Session 2 2013

Documents

Transcript of Copy of Brand Management Session 2 2013