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2013 Syma Ahmed [email protected]
Brands & Branding
Syma Ahmed
2013 Syma Ahmed [email protected]
A Brand at Its Most Basic Level
A name or some symbol or mark that is associated with a product or service and to which buyers attach psychological meanings (Tybout & Carpenter)
2013 Syma Ahmed [email protected]
"A brand is a storehouse of trust that matters more and more as choices multiply. People want to simplify their lives."
- Niall Fitzgerald
2013 Syma Ahmed [email protected]
What is a brand?
A distinctive name, logo, design, or symbol that identifies the goods, services, institution, or idea sold by a marketer and differentiates it from other products (AMA)
Product vs. Brand
2013 Syma Ahmed [email protected]
Important Concepts
Branding
Product Brand
Brand Equity
Differential effect that brand knowledge has on consumer response to the marketing of the brand
Brand Management
Build, measure, manage brand equity
2013 Syma Ahmed [email protected]
Top Global Brands of 2009
Ranking Brand Value (billions)
1 $68.7
2 $60.2
3 $56.6
4 $47.7
5 $34.8
2013 Syma Ahmed [email protected]
2013 Syma Ahmed [email protected]
Why are brands important?
Consumer Risk reducer
Search cost reducer
Promise with maker/producer
Symbolic device
Firm Source of competitive advantage
Source of higher financial returns
2013 Syma Ahmed [email protected]
Strategic Origins of Brand Expressions
Essence
Vision
Persona
Value Proposition
Proof Points
Positioning
Brand Essence: The brandscore reason-for-being; its DNA; its heart and soulBrand Vision: What the brand hopes to becomeBrand Persona: (Character) The brands human-like traitsBrand Value Proposition: The value delivered that justifies its priceBrand Positioning: What the brand promises (benefits), in the mind of the customer, relative to competitionProof Points: Reasons to believe promise
Less likely to evolve
More likely to evolve
2013 Syma Ahmed [email protected]
Creating Brand Meaning
Positioning The act of designing the companys offer and image so that it
occupies a distinct and valued place in the target consumers mind
Prerequisites for Positioning:
1. Target Market
2. Competitors
3. Points of Parity (POP)
4. Points of Differentiation (POD)
Competitive Frame
of Reference
2013 Syma Ahmed [email protected]
Determining the Positioning Strategy
Identify the competitors
Determine how the competitors are perceived / evaluated
List of product associations
Determine the competitors positions
Multi - dimensional scaling & Perceptual map
Analyze the consumer
Motivations, habits, Behavior patterns
2013 Syma Ahmed [email protected]
Perceptual map of retail banks
2013 Syma Ahmed [email protected]
Perceptual Map of Car Market
2013 Syma Ahmed [email protected]
Positioning Strategies
Aakers six approaches to positioning strategy include positioning by:
1. Attribute
2. Price-quality
3. Use or applications
4. Product-user
5. The product class
6. The competitor
2013 Syma Ahmed [email protected]
Determining the Positioning Strategy
Making the positioning decision
Commit to a segment
Dont try to be something youre not
Dont change for the sake of it
Economic analysis
Monitor
Objective measures
2013 Syma Ahmed [email protected]
CREATING DIFFERENTIATION IN THE PERSONAL CARE INDUSTRY
2013 Syma Ahmed [email protected]
Dove Real Beauty Campaign
2013 Syma Ahmed [email protected]
BRAND PERSONALITY
The big five
2013 Syma Ahmed [email protected]
Sincerity Excitement Competence Sophistication Ruggedness
Down-to-earth Daring Reliable Upper-class Outdoorsy
Honest Spirited Intelligent Charming Tough
Wholesome Imaginative Successful Glamorous Masculine
Cheerful Up-to-date Secure Good looking
Corporate Smooth
2013 Syma Ahmed [email protected]
Keeping a Brand Relevant
2013 Syma Ahmed [email protected]
Using an Icon to Update a Brand
Portraits
of Betty
Crocker
Source: General Mills
2013 Syma Ahmed [email protected]
Year Slogan
2013 Syma Ahmed [email protected]
Managing Brand Equity
2013 Syma Ahmed [email protected]
Branding
Means to distinguish the goods of one producer from those of another since long
Not only a sign added to products to differentiate them from competing products
A product is a physical entity made in the factory, whereas, a brand is a physiological entity made in our minds the function of which is to constantly produce meaning and values
2013 Syma Ahmed [email protected]
BRAND EQUITY MEASURES
2013 Syma Ahmed [email protected]
Aaker Keller Y&R Equitrend Interbrand
Associations x x
Awareness X x
Differentiation X x
Distribution coverage X
Leadership X xx
Market share X
Market trend x
Marketing support x
Perceived quality X x Xx
Perceived value X
Personality X x
Price premium Xx
Relevance x
User satisfaction/loyalty X x xx
2013 Syma Ahmed [email protected]
2013 Syma Ahmed [email protected]
Some Important ConceptsTerm What is this?
Brand awareness The ability for a buyer to recognize or recall that a brand is a member of a certain product category
Brand associations Anything linked in memory to a brand
Brand equity The added value a brand name brings to a product or service besides the functional benefits
Brand loyalty Tendency to be loyal to a brand, which is demonstrated by the intention to buy the brand as a primary choice
Perceived quality The consumers (subjective) judgment about a products overall excellence and superiority
WoM communication Oral, person-to-person communication between a perceived non-commercial communicator and a receiver regarding a brand, a product, or a service
2013 Syma Ahmed [email protected]
CASE STUDY
Search Engines vs Portable Digital Media Players
Purpose Brands: Apple iPod & Google
Generic Brands: MSN Search, Excite, Creative Zen, Samsung Yepp
2013 Syma Ahmed [email protected]
SamsungYepp
CreativeZen
Apple iPodExciteMSNSearch
BID
5.00
4.00
3.00
2.00
1.00
0.00
Mean P
Q
Portable Digital MediaPlayer
Search Engine
BT
Perceived Quality across Product Categories
2013 Syma Ahmed [email protected]
Brand Loyalty across Product Categories
SamsungYepp
CreativeZen
Apple iPodExciteMSNSearch
BID
4.00
3.00
2.00
1.00
0.00
Mean B
L
Portable Digital MediaPlayer
Search Engine
BT
2013 Syma Ahmed [email protected]
Brand Awareness/Associations across Product Categories
SamsungYepp
CreativeZen
Apple iPodExciteMSNSearch
BID
5.00
4.00
3.00
2.00
1.00
0.00
Mean B
AA
Portable Digital MediaPlayer
Search Engine
BT
2013 Syma Ahmed [email protected]
Purchase Intention
SamsungYepp
CreativeZen
Apple iPodExciteMSNSearch
BID
5.00
4.00
3.00
2.00
1.00
0.00
Mean P
I
Portable Digital MediaPlayer
Search Engine
BT
2013 Syma Ahmed [email protected]
Product Category Involvement
SamsungYepp
CreativeZen
Apple iPodExciteMSNSearch
BID
4.00
3.00
2.00
1.00
0.00
Mean P
CI
Portable Digital MediaPlayer
Search Engine
BT
2013 Syma Ahmed [email protected]
Attitude towards Brand
SamsungYepp
CreativeZen
Apple iPodExciteMSNSearch
BID
4.00
3.00
2.00
1.00
0.00
Mean
AT
T
Portable Digital MediaPlayer
Search Engine
BT
2013 Syma Ahmed [email protected]
Brand Experience
Experience happens when consumers
Search for products
Shop for products and receive service
Consume the products
2013 Syma Ahmed [email protected]
This brand makes a strong impression on my senses Sensory
This brand is interesting in a sensory way
This brand does NOT appeal to my senses
This brand induces feelings and sentiments Affective
I do NOT have strong emotions for this brand
This brand is an emotional brand
I engage in physical actions when I use this brand Behavioral
This brand results in bodily experiences
This brand is NOT action oriented
I engage in a lot of thinking when i encounter this brand Intellectual
This brand does NOT make me think
This brand stimulates my curiosity & problem solving
2013 Syma Ahmed [email protected]
Sensory
Affective
Intellectual
Behavioral
Sophistication Competence Excitement SincerityRuggedness
Brand Experience
Brand Personality
Satisfaction Loyalty
2013 Syma Ahmed [email protected]
Brand Personality Dimensions
Sincerity down-to-earth, honest, wholesome, cheerful
e.g. Hallmark cards
Excitement daring, spirited, imaginative, up-to-datee.g. Apple, MTV channel
Competence reliable, intelligent, successfule.g. IBM, The Wall Street Journal
Sophistication upper-class, charming
e.g. Lexus, Guess Jeans
Ruggedness outdoorsy, toughe.g. Marlboro, Levis
2013 Syma Ahmed [email protected]
Ten Attributes shared by the Worlds Strongest Brands
1. The brand excels at delivering the benefits that customers truly desire
2. The brand stays relevant
3. The pricing strategy is based on consumers perceptions of value
4. The brand is properly positioned
5. The brand is consistent
6. The brand portfolio and hierarchy makes sense
2013 Syma Ahmed [email protected]
Ten Attributes shared by the Worlds Strongest Brands
7. The brand makes use of and coordinates a full repertoire of marketing activities to build equity
8. The brands managers understand what the brand means to consumers
9. The brand is given proper support, and that support is sustained over the long run
10.The company monitors sources of brand equity
2013 Syma Ahmed [email protected]
Consumers on Strong BrandsMost Frequently Mentioned Strong Brands (In Order)
Consumer Verbatim: What Strong Brands Mean?
Apple Coca-Cola Microsoft GE AT&T Sony Target Verizon Nike Toyota Google Johnson & Johnson Starbucks American Express Disney
Taint-free reputation Instantly recognizable Cares about its reputation and consumers Products to back up the image Goes beyond the product Delivers what it promises Innovative, creative, user-friendly, stylish Clear identity & focus focused on doing
one or two things very well Excellent design
Consistency at every interaction, either in-store, online, or advertising
Satisfactory experience reinforced by advertising
Unified business model expressed through advertising, product placement, and product design
2013 Syma Ahmed [email protected]
DISCUSSION