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Tactics For Brand Elements

Brand elements should be memorable and reinforce brand awareness. When choosing elements, consider criteria like memorability. Brand positioning sits at the heart of marketing strategy and communicates the competitive frame of reference by highlighting points-of-parity and points-of-difference versus competitors. Creating strong, favorable brand associations builds brand equity and influences customer response to marketing activities.

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Rishendra Vikram Singh
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12 views16 pages

Tactics For Brand Elements

Brand elements should be memorable and reinforce brand awareness. When choosing elements, consider criteria like memorability. Brand positioning sits at the heart of marketing strategy and communicates the competitive frame of reference by highlighting points-of-parity and points-of-difference versus competitors. Creating strong, favorable brand associations builds brand equity and influences customer response to marketing activities.

Uploaded by

Rishendra Vikram Singh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Tactics for Brand Elements

• A variety of brand elements can be chosen that


inherently enhance brand awareness or facilitate the
CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY
Criteria for Choosing

• Memorability
PRODUCT& BRAND MANAGEMENT

What is a brand?
Brands vs. Products
Five Levels
Measuring
MARKETING IMAGINATION & THE PASSIONPOINT
BRAND POSITIONING & VALUES
Brand Positioning
• Is at the heart of the marketing strategy

• “. . .
Philip Kotler
Target Market
• A market is the set of all actual and potential
buyers who have sufficient interest in, income
for, and access to a product.
• .
Determining a frame of reference

• What are the ideal points-of-parity and points-


of-difference brand associations vis-à-vis the
competition?
Brand Identity Planning
Extended

core

Brand As Brand As
Person Symbol
1. Personality 1. Visual
Imagery and
2. Brand-
metaphors
customer
relationship 2. Brand
Hreritage
Criteria for Segmentation

• Identifiability: Can we easily identify the


segment?
• Size: Is there adequate sales potential in the
Responsiveness: How favorably will the
segment respond to a tailored marketing
program?
Sources of Brand Equity

• Brand awareness
– Brand recognition
– Brand recall
• Brand image
– Strong, favorable, and unique brand associations
Brand Positioning Guidelines
• Two key issues in arriving at the optimal
competitive brand positioning are:
– Defining and communicating the competitive frame
of reference
– Choosing and establishing points-of-parity and
points-of-difference
CREATING PASSIONBRANDS
JUST ANOTHER BRAND OR A PASSIONBRAND
Customer-Based Brand Equity
• Differential effect
– Differences in consumer response
• Brand knowledge
– A 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
From Identity to Reality
Corner No. 1: Ideology
Aspects of Brand
• BRAND IMAGE
– How the brand is now perceived

• BRAND POSITION
– The part of the brand identity and value proposition to be
actively communicated to a target audience
Sub-Dimensions of CBBE Pyramid

LOYALTY
ATTACHMENT
COMMUNITY
ENGAGEMENT

WARMTH
FUN
EXCITEMENT
SECURITY
SOCIAL APPROVAL
SELF-RESPECT

PRIMARY CHARACTERISTICS &


PRICE

CATEGORY IDENTIFICATION
NEEDS SATISFIED
The Kapferer Brand Identity Prism

PICTURE OF SENDER

Physique Personality

EXTERNALISATION INTERNALISATION

Relationship Culture

Reflection Self-Image

PICTURE OF RECIPIENT
4.4. RELATIONSHIPS
RELATIONSHIPS ==
What
Whatabout
aboutyou
youand
andme?
me?

3.3. RESPONSE
RESPONSE ==
What
Whatabout
aboutyou?
you?

2.2. MEANING
MEANING ==
What
Whatare
areyou?
you?

1.1. IDENTITY
IDENTITY ==
Who
Whoare
areyou?
you?

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