Copy of Brand Management Session 2 2013
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Transcript of 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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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
bs
i
te
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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