A clear summary of all 12 papers for the course Brand Management for the MScs Marketing Management/Analytics at Tilburg University. If you have questions, don't hesitate to ask me!
Contents
Module 1 – Brand management ............................................................................................................................................................ 2
1 Conceptualizing, measuring, and managing customer-based brand equity – Kevin Lane Keller ................................................... 2
2 Consumer Research Insights on Brands and Branding: A JCR Curation – Kevin Lane Keller ........................................................... 7
Module 2 – Brand Identity ..................................................................................................................................................................... 9
3 Working consumers: Co-creation of brand identity, consumer identity and brand community identity – Iain Black and
Cleopatra Veloutsou ......................................................................................................................................................................... 9
4 The importance of brand heritage as a key performance driver in marketing management – Klaus-Peter Wiedman et al. ....... 11
Module 3 – Brand Strategy .................................................................................................................................................................. 13
5 The interplay of innovation, brand, and marketing mix variables in line extensions – Ian Clark Sinapuelas et al. ...................... 13
6 Building a multi-category brand: when should distant brand extensions be introduced? – Jeffrey Parker et al. ........................ 15
Module 4 – Brand Concepts ................................................................................................................................................................ 18
7 How stories generate consumer engagement: An exploratory study – Dessart Laurence and Pitardi Valentina ........................ 18
8 If I give you my emotion, what do I get? – Michela Mingione et al. ............................................................................................ 21
Module 5 – Brand Measurement ......................................................................................................................................................... 23
9 Brand Concept Maps: A methodology for Identifying Brand Association Networks – John Roedder et al. ................................. 23
10 Drivers of brand strength: Configural paths to strong cognitive brand equity – Hans Muhlbacker et al. .................................. 26
Module 6 – Framework ....................................................................................................................................................................... 27
11 How well do consumer – Brand relationships drive customer brand loyalty? Generalizations from a meta-analysis of brand
relationship elasticities – Mansur Khamitov et al. .......................................................................................................................... 27
12 The service-profit chain: A meta-analytic test of a comprehensive theoretical framework – Jens Hogreve et al. .................... 30
1
,Module 1 – Brand management
1 Conceptualizing, measuring, and managing customer-based brand equity –
Kevin Lane Keller
Brand equity: The marketing effects uniquely attributable to the brand, e.g. when certain outcomes result
from the marketing of a product/service because of its brand name that would not occur if the same
product/service did not have that name. Two general motivations for studying brand equity:
1) Finance: Knowing the value of the brand can be used for accounting purposes (in terms of asset
valuation for the balance sheet)or merger, acquisition or divestiture purposes
2) Strategy: Knowing the value can increase the efficiency of their marketing expenses (i.e. a better
target market defitition, product positioning, marketing mix actions)
Customer-based brand equity: This enables marketers to have a broad view of marketing activity for a
brand and they should recognize the various effects it has on brand knowledge. Since the content and
structure of memory for the brand will influence the effectiveness of future brand strategies, managers
should understand how their marketing programs affect consumer learning and the subsequent recall for
brand-related information. It occurs when the consumer is familiar with the brand and holds some
favourable, strong and unique brand associations in memory. The definition is: The differential effect of
brand knowledge on consumer response to the marketing of the brand. The three elements in the
definition are:
1) Differential effect: Is determined by comparing consumer response to the marketing of a brand
with the response to the same marketing of a fictitiously named or unnamed version of the
brand/service
2) Brand knowledge: Is in terms of brand image and brand awareness (see next)
3) Consumer response: Is defined in terms of consumer perceptions, preferences, and behaviour
arising from marketing mix activity
Brand: Consists of individual brand components, also called brand identities, such as a name, design,
symbol etc.
Associative network memory model: The semantic memory or knowledge is a set of nodes and links. The
links vary in strength. A node becomes a potential source of activation for other nodes either when
external information is being encoded or when internal information is retrieved from long-term memory.
The strength of association between the activated node and all linked nodes determines the extent of this
spreading activation and the particular information that can be retrieved from memory. The key question
is: what properties do the brand nodes and brand associations have?
Brand knowledge: Consists of two components:
1) Brand awareness: The strength of the brand node or trace in memory, as reflected by consumers’
ability to identify the brand under different conditions. It relates to the likelihood that a brand
name will come to mind and the ease with which it does. An higher awareness increases the
likelihood of the product being a member of the consideration set, and it can also affect decisions
about brands in the set (e.g. some consumers buy only well-established brands), increasing
loyalty and decreasing vulnerability of competitive marketing actions. Awareness can also affect
decision making by influencing the formation and strength of brand associations in the brand
image. B.A. consists of:
a. Brand recognition: The consumers’ ability to confirm prior exposure to the brand when
given the brand as a cue
b. Brand recall performance: The consumers’ ability to retrieve the brand when give some
type of probe as a cue (e.g. the product category)
2
, 2) Brand image: Perceptions about a brand as reflected by the brand associations held in consumer
memory. Brand associations can be classified into three major categories:
a. Attributes: Descriptive features that characterize a product or service
i. Product-related attributes: Ingredients necessary for performing the
product/service function sought by consumers. The product’s physical
composition or service’s requirements
ii. Non-product-related attributes: External aspects of the product/service that
relate to its purchase or consumption. Four main types:
1. Price information: It’s not product related since it does not realte
directly to the product performance/service function
2. Packaging or product appearance information
3. User imagery (i.e. what type of person uses the product/service): From
the user’s own experiences (e.g. via advertisement, word-of-mouth etc.)
4. Usage imagery (i.e. where and in what types of situations the
product/service is used)
b. Benefits: The personal values consumers attach to the product/service attributes. Three
categories:
i. Functional benefits: The more intrinsic advantages of product/service
consumption and usually correspond to the product-related attributes. Often
linked to fairly basic motivations (e.g. psysiological/safety needs), and involve a
desire for problem removal or avoidance
ii. Experiential benefits: Relate to what it feels like to use the product/service and
usually corresponds to the product-related attributes. Satisfy needs such as
sensory pleasure, variety, and cognitive stimulation
iii. Symbolic benefits: More extrinsic advantages. Correspond to non-product-
related attributes and relate to underlying needs for social approval or personal
expression and outer-directed self-esteem
c. Brand attitude: The consumers’ overall evaluation of a brand. They form the basis for
consumer behaviour. It can be modelled in which the attitude is a function of the
associated attributes and benefits that are salient for the brand
Brand associations: They depend on the three factors, which are affected by the level of abstraction and
qualitative nature:
• Favourability: How favourable associations are being evaluated. It’s difficult to create a
favourable association for an unimportant attribute
• Strength: The strength of the connection to the brand node. The strength depends on how the
information enters consumer memory (encoding) and how it is maintained as part of the brand
image (storage). The strength of an association depends on how its content relates to the content
of other associations for the brand
• Uniqueness: Brands will most likely share associations with other brands, even when it has no
direct competition, since most products face indirect competition in a more broadly defined
product category. Thus, most associations are shared with other brands, but this can lead to
confusion and interfe rence can produce lower product evaluation
3
, Expectancy-value model: It views attitudes as a multiplicative function of:
1) Salient beliefs a consumer has about a product/service. It’s a function of the quantity (how much
a person thinks about the information) and the quality (the manner in which a person thinks
about the information)
2) The evaluative judgment of those beliefs
Congruence: The extent to which a brand association shares content and meaning with other brand
association. This could affect the favorability and strength of brand associations, and how easily an
existing association can be recalled and how easily additional associations can become linked to the brand
node in memory. Research has shown that recall of information can inhibit and lower the recall of other
information from memory
Positive image: This enabels the brand to command larger margins and have more inelastic responses to
price increases, and increases consumer search and willingness to seek out distribution channels for the
product/service. High levels of brand awareness and positive image can increase marketing
communication effectiveness. It also enables licensing for other producers (which means royalty income)
and brand extentions using the positive brand name
Brand name: The name should be easy to comprehend, pronounce and spell to help enhance brand
awareness or facilitate the linkage of brand association. Mnemonic factors and vivid words can be used to
have rich evaluative or experiential imagery. A distinctive word can be used to attract attention and
reduce confusion among competitive brands. It can also be chosen to suggest semantically the product
category or important attributes or benefits within that category
Brand familiarity: The number of product-related experiences that have been accumulated by the
consumer. Greater brand familiarity should lead to increased consumer ability to recognize and recall the
brand
Marketing communication: Afford a flexible means of shaping consumer perception of the product or
service. The strength of brand associations from communication effects depends on how the brand
identities are integrating into the supporting marketing program (e.g. by delaying the brand identification
4
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