Summary
Summary Branding
- Course
- Institution
This is a summary of course lectures, additional explanations made by the lecturer. Required literature is integrated here.
[Show more]
Seller
Followmartinahavlenova
Reviews received
Content preview
BRANDINGWEEK 1: BRAND BOUNDARIES & BRAND VALUE
SWAMINATHAN (2020)
- Boundaries of branding in a connected world
- Hyper connectivity has led to two major changes in branding
o Blurring of brand boundaries = shared ownership, co-creation, control
o Broadening of brand boundaries = existing brands have expanded their
geographic reach and societal roles
Conceptualisations of brands
1. Firm perspective = brands as assets
a. Strategic approach = development and implementation of brand identity
b. Financial approach = the effect of brand equity and branding actions on the
stock market value of firms
2. The consumer perspective
a. Economic approach = brands as signals
b. Psychological approach = brand equity resides in the minds of customers
3. The society perspective = presents brands in societal and cultural contexts
affecting individual consumers both directly and indirectly through social forces,
structures, and institutions
a. Sociological approach = how brand meanings are generated, changed, and
dynamically reinvented
b. Cultural approach = branded goods, as cultural meaning producers
Boundaries of branding in a connected world
1. Information availability and speed of information dissemination
2. Networks of people and devices, and the growth of platforms
3. Device-to-device connectivity
- In a hyper-connected economy in which consumers can easily access information
about brands using online channels, information asymmetry between brand owners
and consumers has decreased, as search costs are lower
SCHULTZ (2016)
- Brand management in an interactive marketplace
- Brand asset valuator (BAV)
o Brand stature (current operations) à esteem and knowledge
o Brand strength (future growth potential) à differentiation and relevance
- Research agenda for reinventing brand management in an interactive marketplace:
o Shift to behavioral data
o Longitudinal analysis
o Networked systems
o Multidimensional models
o Financial focus
o Connections to/inclusion of other organizations in brand development
à marketing accountability and metrics
1
,KELLER (2016)
- Associative networks à the aggregate becomes the brand’s image
- A brand can be defined as “name, term, sign, symbol, or design, or combination of
them which is intended to identify the goods and services of one seller or group of
sellers and to differentiate them from those of competitors”
Brand value chain
Customer-based brand equity (CBBE)
o If brand value ultimately resides in the mind of the consumer
o “the differential effect that brand knowledge has on customer response to
brand marketing activity”
Associative network memory model
o From psychology to branding
o Nodes = stored info
o Links = strength of associations between nodes
2
,Brand engagement pyramid
CBBE/brand resonance model
o CBBE as a pyramid
o Different layers and levels
o Narrow at the top
o 5As of CBBE = awareness à associations à attitudes à attachment &
activity (resonance)
o The idea that multiple levels build on each other; every next level is more
difficult to accomplish; the awareness is very easy to accomplish
3
, o L1: Brand awareness
à which elements of the associative network do I need to activate before the
central brand node is activated; how quickly and easily the brand popes up
à recall x recognition
à depth x breadth
o L2: Brand associations
à composition of associative networks (which associations = nodes;
connections between them - links)
à characteristics of those components
• Types of associations: functional x symbolic; attributes x
benefits
• Criteria for contribution to CBBE (i.e. brand positioning)
o L3: Brand attitude
à associations are descriptive (what comes to mind; other nodes activated
after the brand node)
à has a direction but is automatic (positive/negative)
à overall brand evaluation
o L4: Brand resonance
à first level where you actively need to get involved
à consumer-brand relationship
à “brand love”; beyond an attitude; where loyalty happens
- Can every brand can achieve resonance?
- It’s easier to achieve in certain types of categories rather than others
- With stuff like Tide, the lower levels are more important (“if you can't beat them on
the higher levels, let’s make sure to beat them at the lower ones”) à know where your
strengths lie
Integrated overview models
o Brand value chain model à stages of value creation
o CBBE à a different way of looking at customer mindsets
o Brand positioning
4
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller martinahavlenova. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $11.09. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
83637 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now