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Definition:
A Brand is a name, term,sign,symbol and
design or a combination of them, intended
to identify the goods and services of one
seller or group of sellers to differentiate
them from those of competition.
A brand is a product that adds other
dimensions that differentiates it in some
way from other products designed to
satisfy the same need.
Source of Product
Assignment of
Responsibility to
Product Maker
Risk Reducer
Search cost
Reducer
Promise, Bond, or
Pact with Maker
of Product
Symbolic Device
Signal of Quality
Identification to
Simplify Handling or
Tracing
Means of Legally
Protecting Unique
Features
Signal of Quality
Level to Satisfied
Customers
Means of Endowing
Products with
Unique
Associations
Source of
Competitive
Advantage
Source of Financial
Returns
Equity:
CHAPTER 2
Brand Awareness
Learning
advantages
Consideration
advantages
Choice Advantages
Establishing Brand
Awareness
Ref: Chapter 2 of Core Text
Brand Image
Strength of Brand
Associations
Favorability of
Brand Associations
Uniqueness of
Brand Associations
Relationship
Resonance
Judgments
Response
Feelings
Meaning
Performance
Imagery
Salience
Ref: Chapter 2 of Core Text
Identity
relates to aspects of
awareness of the
brand
Brand Performance:
This relates to ways in
which product/ service
meets customers
needs
Brand Imagery: Its
how customers
visualize a brand
abstractly, with no
relevance to what the
brand actually does
customers personal
opinions and
evaluations with
regard to the brand
Brand Feelings: The
customers emotional
responses and
reactions with respect
to the brand
Brand Resonance: The
ultimate relationship &
level of identification
that the customer has
with the brand
CHAPTER 3
Identifying and
Establishing Brand
Positioning
Basic Concepts
Target Market
Nature of Competition
Points of Parity and Points of
Difference
Ref: Chapter 3 of Core Text
Identifying and
Establishing Brand
Basic Concepts: According
Positioning
(2) to the CBBE
model, it is necessary to decide:1. Who the target consumer is
competitors, and
4. How the brand is different from
these competitors
Ref: Chapter 3 of Core Text
Identifying and
Establishing Brand
Target Market:
Positioning
(3)
Segmentation Bases:
a) Behavioral b) Demographic
c) Psychographic d) Geographic
Segmentation Criteria:
a) Identifiability b) Size
c) Accessibility d) Responsiveness
Identifying and
Establishing Brand
Nature of Competition:
Positioning
(4)
Channels of Distribution
Competitors Resources
Competitors Capabilities
Competitors Likely Intentions
Other Competitive Factors (Porters 5-
Identifying and
Establishing Brand
Points of Parity and Points of
Positioning
Difference:
1. Points of Difference Associations
2. Points of Parity Associations
3. Points of Parity versus Points of
Difference
Ref: Chapter 3 of Core Text
Positioning
Guidelines
1. Defining and Communicating the
Competitive Frame of Reference
2. Choosing Points of Parity and Points
of Difference
3. Establishing Points of Parity and
Points of Difference
4. Updating Positioning Over Time
Positioning
Guidelines
(1)
Defining and Communicating the
Positioning
Guidelines
(2)and Points of
Choosing Points of Parity
Difference:
Points of Parity: These are driven by the
needs of category membership and the
necessity of negating competitors PODs.
Points of Difference: These are based on
the following criteria:
1. Desirability: In terms of a) Relevance
b) Distinctiveness, and c) Believablity
2. Deliverability: In terms of a) Feasibility
b) Communicability, and c) Sustainability
Positioning
Guidelines
(3)
Establishing Points of Parity and Points of
Difference:
1. Separate the attributes: Launch two
marketing campaigns, each one devoted to a
different brand attribute or benefit.
2. Leverage Equity of another Entity: Link
the brand with a well-liked celebrity, cause
or event.
3. Redefine the Relationship: Use attitude
change strategies to convert negative
perspectives about the brand to positive
ones.
Positioning
Guidelines
(4)
Updating Positioning Over Time:
1. Laddering: This strategy is to
CHAPTER 4
CHAPTER 5
New Perspectives on
Marketing
Five Major Drivers of the New Economy:
Product Strategy
Perceived Quality and Value:
1. Brand Intangibles
2. TQM and Return on Quality
3. Value Chain
Relationship Marketing:
1. Mass Customization
2. Aftermarketing
3. Loyalty Programs
Ref: Chapter 5 of Core Text
Pricing Strategy
Consumer Price Perceptions:
Price Band strategies
Value-based Pricing Strategies
Setting Prices to Build Brand Equity:
Value Pricing based on: a) Product design
Channel Strategy
Channel Design: Broadly, channel types can
CHAPTER 7
Conceptualizing the
Leveraging Process
Creation of New Brand Associations:
Company
The branding strategies adopted by a
Country of Origin
Besides the company that makes the
product, the country or geographic
location from which it is seen as
originating may also become linked to
the brand and generate secondary
associations. Thus, a customer may
choose to wear Italian suits, exercise in
American sports shoes, drive a German
car, and drink English beer.
Ref: Chapter 7 of Core Text
Channels of
Distribution
Channels of distribution can directly
Co-Branding
Co-branding: Also called brand
Licensing
Celebrity
Endorsement
(1)
Using well-known and admired people
to promote products is a widespread
phenomenon with a long marketing
history. The rationale behind these
strategies is that a famous person can:
1. Draw attention to a brand, and
2. Shape the perceptions of the brand
by virtue of the inferences that
consumers make based on the
knowledge they have about the famous
person.
Ref: Chapter 7 of Core Text
Celebrity
Endorsement
(2)
Potential Problems:
1. Celebrity endorsers can be overused by
CHAPTER 8
need to be addressed:
1. Price Premiums 2. Price Elasticities
3. Market Share 4. Brand Expansion
5. Cost Structure 6. Brand Profitability
Market Multiplier: Following factors
need to be considered:
1. Market Dynamics 2. Growth Potential
3. Risk Profile 4. Brand Contributions
Ref: Chapter 8 of Core Text
Designing Brand
Tracking
Studies
What to Track:
1. Product Brand Tracking
2. Corporate or Family Brand Tracking
3. Global Tracking
How to Conduct Tracking Studies:
1. Who to track
2. When and where to track
How to Interpret Tracking Studies
Ref: Chapter 8 of Core Text
conducted for:
1. Product-Brand Tracking: The six-block
pyramid for brand-building can be used as a
basis for design of the questionnaire.
2. Corporate or Family Brand Tracking: Some
additional questions may be added to establish
levels of corporate credibility and corporate
brand associations.
3. Global Tracking: A broader set of background
measures are needed to put brand development
in those markets in the right perspective .
Establishing a Brand
Equity Management
Brand Equity Charter
System
Brand Equity Report
Brand Equity Responsibilities:
1. Overseeing Brand Equity
2. Organizational Design and Structure
3. Managing Marketing Partners
Ref: Chapter 8 of Core Text
are important:
a) Review brand sensitive material
b) Review the status of key brand
initiatives
c) Review brand sensitive projects
d) Review new product and distribution
strategies with respect to core brand
values
e) Resolve brand positioning conflicts
(END OF PART I)