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• hyperconnectivity leads to the blurring (Who owns the brand?) and broadening
of brand boundaries (What is a brand?)
ad. Keller Article:
• brand engagement pyramid (vague section, hard to link to the digitalisation)
• this course will focus on the front end of the brand value chain (brand building &
customer-based brand equity)
ad. Schultz Article:
• more about marketing accountability & metrics (What is the impact of what we are
doing?)
• p. 213-214: connections to/inclusion of other organizations in brand
(development) —> more on branding
I a. Branding Challenges
- What is a brand? How is it blurred or stretched?
- How does the consumers play a more important role there in terms of co-creation
and communication? (—> hyperconnectivity article)
- How do we deal with the increased digitalization? What are the impacts on brand
and brand perception?
- How does the impact of the beginning of the value chain on other parts of the
chain? (the market performance or shareholder value —> accountability and
metrics)
2
, I b. Brand Equity
brand = “a brand can be de ned as a ‘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 di erentiate them from those of competitors’”
(Keller, 1993)
Is Maastricht a brand? (being a city and being a brand is not mutually exclusive)
—> commercial value: stimulates the exchange of goods and services
brand equity = added value to a brand
—> Top 20 include popular B2B brands (e.g. IBM, Cisco) through net present value
calculation by interbrand.com
brand value chain = idea of brand value goes through various stages
—> brand equity can be customer-based (more psychological) or nancial
customer-based brand equity:
- if the brand value ultimately resides in the mind of the consumer, brand equity in
consumer behavior terms
- di erential e ect based on brand knowledge that e ects customer response
(needs to make a di erent to add value)
- need to have a customer response (can be mental)
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