Marketing
Management
Lecture 7 | Ms. Maira Junejo
Building Strong Brands
Chapter 10
Topics and Page Numbers
Building Strong Brands (234)
How Does Branding Work? (235)
The Essence of Branding (235)
The Role of Brands (236)
Brand Equity and Brand Power (238)
Designing the Brand (241)
Defining the Brand Mantra (241)
Choosing Brand Elements (242)
The Magic of Brand Characters (243)
Choosing Secondary Associations (244)
Brand Hierarchy (245)
Managing Brand Portfolios (245)
Cobranding (247)
The Brand Value Chain (249)
Brand Dynamics (250)
Brand Repositioning (250)
Brand Extensions (251)
Managing a Brand Crisis (254)
Luxury Branding (256)
This is how products
will look without
branding!
What is Branding
Branding has been
around for centuries as a
means to distinguish the
goods of one producer
from those of another.
Symbolic, emotional or
Functional, rational, or
intangible—related to
tangible—related to
what the brand
product performance
represents
Branding
Branding is the process of creating distinctive Consumers view brand as the promise and
and durable perceptions in the minds of delivery of an experience throughout every
consumers (meaningful differences) point of contact
Some common
brands we know!
The colors, design, symbols, name and the
overall logo has a meaning..
Outline
Defining Defining brand equity
Building Building brand equity
Measuring Measuring brand equity
Managing Managing brand equity
Defining brand
equity
Brand equity
• Brand asset linked to brand
name and symbol that add
to a product or service.
• The value premium that a
company realizes from a
product with a recognizable
name as compared to its
generic equivalent.
Aaker Model
Brand • Extent to which brand is recognized
• Brand recognition, brand recall
Awareness
Perceived • Consumer’s perception about overall
superiority of product
Quality
• Images & symbols
Brand • Relating perceived quality of brand to a
Association known entity
• Commitment of consumer and consistent
Brand Loyalty repeat purchase
• Other positive behavior
Customer-based brand equity can be defined as the differential
effect that brand knowledge has on consumer response to the
marketing of that brand.
Positive customer-based brand equity - when consumers react
more favorably to a product and the way it is marketed when
the brand is identified as compared to when it is not
Types of Negative customer-based brand equity - if consumers react less
Brand favorably to marketing activity for the brand under the same
circumstances.
equity Brand knowledge consists of all the thoughts, feelings, images,
experiences, beliefs, and so on that become associated with the
brand.
In particular, brands must create strong, favorable, and unique
brand associations with customers, as has been the case with
Volvo (safety), Hallmark {caring), and mdonalds {happiness).
A brand Promise
Brand promise is the marketer's vision of what the brand must be and
do for consumers.
Building brand
equity
Building Brand
• Initial choice for brand elements:
• Name, logos, symbols, slogans, jingles, packages
• Other accompanying marketing activities and supporting marketing
program
• In house research, distribution, services
• Other associations linked to other entities
• Celebrity endorsement.
Building brands
2.
1. 3.
Designing
Choosing Leveraging
holistic
brand secondary
marketing
elements association
concept
1. Brand element choice criteria
• Memorable- easily recalled and recognized
• Meaningful- credible and suggestive of the corresponding category
• Likable- aesthetically appealing
• transferable- can be used for brand extension
• Adaptable- changes and adaption can be made
• Protectable- legally, trade mark righ
Memorable
Meaningful
Likeable
Transferable
Adaptable
2.Designing Holistic Marketing
Activities
• Customers come to know about a brand through range of contacts
and touch points
• Brand contact: is any information-bearing experience, whether
positive or negative that customers have with brand.
• Clubs, communities, sponsorships, trade shows, event marketing,
press releases.
2.Designing Holistic Marketing
Activities
• Three themes in brand building marketing program
1. Personalization
2. Integration
3. Internalization
2.Designing Holistic Marketing
Activities
Personalization
• To make sure that brand and its marketing are as relevant as possible
to as many customers as possible
• Experiential Marketing
• On-to-one marketing
• Permission marketing
2.Designing Holistic Marketing
Activities
Integration
• Traditional marketing mix
• Aims to create brand awareness, create, maintain, strengthen brand
image
• Brand identity
• Brand image
2.Designing Holistic Marketing
Activities
Internalization
• To be sure employees and marketing partners appreciate and
understand basic branding notions
• It is activity or process that help to inform and inspire employees
• Encourage and retain distributors to serve customer well
3. Leveraging secondary Association
• Linking brand to other information in memory that conveys meaning
to consumers
• Geographical regions
• Channels of distribution
• Other brands
• Characters
• Spokesperson
• Events
Measuring
brand equity
Measuring Brand Equity
Brand Audit
• A consumer-focused series of procedures to assess the health of
brand, uncover sources of brand equity, and suggest ways to improve
its equity
Brand Tracking Studies:
• Collect quantitative data from customers on routine basis, how brand
performs on key dimensions
Managing
brand equity
Managing brand
equity
• Brand reinforcement
• Marketing actions that consistently
convey message of brand, innovation,
relevance
• Brand revitalization
• Breathing new life to brand
• Older positioning is no longer viable
Tips to create
memorable
brands
Strategies to choose a brand
name
Logos, symbols fonts, and colour
theme
(THE BRAND BOOK)
Packaging
Brand promise
Coca-Cola: “To inspire moments of optimism and uplift.”
Coca-Cola’s brand promise takes a bit of a different route. It does not mention
the product or service, but instead aims to convey a mindset held by all of
those that are a part of the company. With a brand promise like this, Coca-
Cola positions themselves as a lifestyle brand that is about much more than
just manufacturing popular drinks.
Nike: “To bring inspiration and innovation to every athlete in the world.”
Similar to Coca-Cola, this brand promise doesn’t even mention Nike products,
but instead tells the consumer how they think and what they aim to do on a
much larger scale than sports clothing and equipment.
Memorable
How to Protectible
Create a
Brand Adaptable Meaningful
Promise
That Sticks Transferable Likeability
Corporate branding
• Logo
• Letterheads
• Visiting Cards
• Employee shirts
• Stationary
• Packaging
• website
Checklist for
branding
Updating the brand is important but
systematically
Also branding
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