Full Summary Obligatory Papers Brand Management VU Master Marketing
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Course
Brand Management
Institution
Vrije Universiteit Amsterdam (VU)
This is a full summary of the obligatory papers discussed in the Brand Management course of the Master Marketing at the VU. This is a summary from the academic year. The summary is 79 pages long, and very comprehensive. It focuses on all the important topics discussed by the teacher.
,Inhoudsopgave
Brand Management Summary of all the papers.................................................................................1
Berger & Fitzsimon (2008): Dogs on the street, pumas on your feet: how cues in the environment
influence product evaluation and choice............................................................................................7
Kervyn et al: Social perception of brands: Warmth and Competence define images of both brands
and social groups..............................................................................................................................11
Eisengerich et al. (2021)Moving beyond trust: making customer trust, love and respect a brand...17
Fournier: Consumers and their brands: developing relationship theory in consumer research.......21
Conceptual foundations:..............................................................................................................21
Relationships: providing meaning in psycho-socio-relational context..........................................22
Methodology................................................................................................................................23
Cross-case analysis.......................................................................................................................24
Conceptualizing consumer-brand relationship strength...............................................................26
Khamitov et al: How well do consumer-brand relationships drive customer brand loyalty?...........28
Theory and conceptual framework...............................................................................................28
Data and method:.........................................................................................................................31
Results:.........................................................................................................................................31
General discussion:.......................................................................................................................33
Brakus: Brand experience: what is it? How is it measures? Does it affect loyalty?...........................34
Chernev & Blair: Doing Well by Doing Good: The BenevolentHalo of Corporate Social Responsibility
..........................................................................................................................................................39
Hydock et al.: Should you brand pick a side?....................................................................................44
Sirianni et al: Branded service encounters: aligning behaviour with brand positioning...................51
Löhndorf et al: internal branding: turning employees into brand champions..................................55
Akpinar & Berger: Valuable virality...................................................................................................58
Eigenraam, Eelen, en Verlegh: Let me entertain you. The importance of authenticity in online
customer engagement......................................................................................................................61
Keller: designing and implementing brand architecture strategies..................................................65
Spiggle: more than fit: brand extension authenticity.......................................................................70
Dahl et al: Why and when consumers prefer products of user-driven firms....................................73
Herhausen et al: Detecting, preventing, and mitigating online firestorms in brand communities...76
,Keller (2001): Building Customer based brand equity: a blueprint for
creating strong brands.
In this report, we outline the Customer-based Brand Equity (CBBE) model to assist management in
their brand-building effort. According to this model, building a brand requires 4 steps:
1. Establishing the proper brand identity (breadth and depth of brand awareness)
2. Creating the appropriate brand meaning through strong, favourable, and unique brand
associations
3. Eliciting positive, accessible brand responses
4. Forging brand relationship with customers that are characterized by intensive, active loyalty.
To achieve these 4 steps, you need to establish the following 6 building blocks:
1. Brand salience
2. Brand performance
3. Brand imagery
4. Brand judgement
5. Brand feelings
6. Brand resonance (most important, only occurs when all others are established)
Introduction: this article mainly focusses on answering (1) What makes a brand strong? and (2) How
do you build a strong brand? They made the CBBE model above to answer these questions.
The four steps of brand building: let’s start with the first 4 steps on how to build a strong brand. In
the CBBE you can think of this as a sequence of steps, you can look at these steps from two different
views, a customers or company view.
1. Ensure identification of the brand with customers and an association of the brand in
customers’ mind with a specific product class or customer need.
2. Firmly establish the brand meaning in the minds of the customers by strategically linking a
host of tangible and intangible brand associations.
3. Elicit the proper customer responses to this brand identity and brand meaning.
4. The fourth and final step is to convert brand response to create an intense, active loyalty
relationship between customers and the brand.
These 4 steps lead to 4 fundamental questions linked to each of the four points that will come up in
the consumers mind:
1. Who are you? -> brand identity
2. What are you? -> brand meaning
3. What do I think about you? -> brand responses
4. What about you and me? -> brand relationships
, Enacting on these four steps and creating the right brand identity, meaning, responses, and
relationship is challenging. Use the 6 building blocks to achieve these four points. Starting from the
bottom.
Brand salience: relates to the aspects of customer awareness of the brand. How easily is it evoked, is
it top-of-mind, easily recognized? This all relates to brand awareness, which also involves linking the
brand to certain associations in memory. On a more abstract level, creating brand awareness also
means that customers know which basic need they can satisfy with your brand (what is the basic
function of the brand).
Salience is the building block of the pyramid and provides three important functions:
1. Salience influences the formation and strength of the brand association that make up the
brand image and gives meaning.
2. A high level of salience is crucial for possible consumption
3. For a low involvement product, consumers make choices based on salience
Brand awareness is distinguished in two key dimensions, depth and breath. Depth means how easily
customers can recall or recognize the brand. Breadth refers to the range of purchased and
consumption situations in which the brand comes to mind. A highly salient brand has a high breadth
and depth brand awareness.
Brand meaning: this encompasses the next 2 steps (brand performance and imagery)
Brand meaning involves establishing a brand image (characterisations of the brand and what it
should stand for in the mind of the consumer).
Brand meaning can be distinguished in terms of functional, performance-related considerations
versus abstract, imagery related consideration. These associations can be made directly or indirectly
(WOM). The first sub-category is brand performance
Brand performance: to create brand loyalty and resonance (top layer) consumers’ experiences with
the product must at least meet, if not actually surpass, their expectations. The specific performance
attributes and benefits that constitute functionality will vary widely by category, but there are five
general important types of attributes and benefits that often underlie brand performance:
1. Primary characteristics: customers hold beliefs about the level of the primary characteristics.
They may also hold beliefs about special (patented) secondary features.
2. Product reliability, durability, and serviceability: reliability refers to the consistency of
performance over time. Durability refers to the expected economic life of the product.
Serviceability refers to the ease of servicing the product.
3. Service effectiveness, efficiency, and empathy: along the lines of performance during service
interaction, service effectiveness refers to how the brand can completely satisfy a customers
requirements. Service efficiency refers to the manner by which the service is delivered.
Service empathy refers to the extent to which trust and care are provided.
4. Style and design: consumers can have association with a product that go beyond functional
aspects. Performance can be influenced by sensory aspects (look, feel, smell)
5. Price: the pricing strategy adopter for a brand can dictate how consumers categorize the
price of a brand. This depends on the price strategy (EDLP vs. High low).
Any of these different performance dimensions can serve as a means by which the brand is
differentiated. The strongest positioning often involves some advantage in these performance
measures, and it is rare that a brand can overcome severe deficiencies in this area.
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