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Brand Management Summary Fall 2022: the 6 topics discussed in the lectures
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Summary the 6 topics discussed in the lectures (brand management fall 2022)
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SUMMARY TOPICSBRAND MANAGEMENT
Contents
Overview.................................................................................................................................................. 2
Topic 1: Brand Management ................................................................................................................... 3
Topic 2: Brand Identity and Brand Positioning ........................................................................................ 7
Topic 3: Brand Strategy and Brand Tactics ............................................................................................ 14
Topic 4: Brand Concepts and Brand Image ........................................................................................... 21
Topic 5: Brand Measurement – Methods and techniques.................................................................... 28
Topic 6: Brand Framework (conceptual relationships) ......................................................................... 40
1
,Overview
2
, Topic 1: Brand Management
The past
▪ Commodities were:
o Undifferentiable by seller/manufacturer
o Often sold loose
o Had a highly variable quality
o In competitive markets sold by many manufacturers/sellers
▪ Brand: “a name, term, sign, symbol, or design, or a combination of them, intended to identify the
goods and services of one seller or group of sellers and to differentiate them from those of
competition”
In practice, a brand creates a certain amount of meaning, reputation, preference, and so on In the
eyes of the consumer.
o They wanted to have some kind of identification. So people know this seller has a certain
robust quality (in the past). Now, brand are not only used for identification, but also to show
off, for quality.
The present
▪ Change: It is no longer the company who says ‘this is the brand’ (physical product), it is the customer
who says ‘this is the brand in my perception’ (psychological product). From a product driven brand
philosophy -> to a people driven brand philosophy.
▪ Product: “anything that can be offered to a market for attention, acquisition, use, or consumption”.
▪ Branded product: “a product that has been given a name for identification purposes”.
(Not all branded products are a brand. Apple computer is a brand, we have associations with that. If
the name on that laptop is 'Jopie' than its just a branded product, because there are no associations. A
brand is not a commodity. Before Nike, there were sneakers (commodity). Before Starbucks, there were
coffeeshops. You decide as a customer what a brand is.)
▪ Brand: a product, but one that adds other dimensions that differentiate it in some way from other
products designed to satisfy (the same) needs.
o These valued differences can be: rational and tangible (clothing: fabric, colour etc), but are
often intangible, emotional and symbolic (stylish, comfortable etc).
o Brands are more and more intangibles that have become the key source of corporate value
(in 2020: 90% intangible, 10% tangible assets, a research company might be 99% intangible.).
Product Brand
• Tangible: can be touched by customer • Intangible: lives in customer’s mind
• Can be copied • Unique
• Can be outdated • Potentially timeless
• Involves transactions • Forms basis of connections
• Differentiation • Relevance
• Attributes • Personality
• Promise • Relationship
• Static • Dynamic
• Mass market • Individual market
• Awareness • Meaningfulness
3
, ▪ Why are brands important for consumers and producers?
Consumers Producers
▪ Identification of source of product (e.g., a ▪ Means of identification to simplify handling
brand name on a t-shirt) or tracing
▪ Assignment of responsibility to product ▪ Means of legally protecting unique features
maker (it is made by apple, they probably (M from McDonalds)
don’t sell rubbish) ▪ Signal of quality level (e.g., “made by ) (TIAS
▪ Risk reducer (different kinds of risk) (brands Business School ‘Part of Tilburg University’)
with which friends have good experiences) ▪ Means of endowing products with unique
▪ Search cost reducer (e.g., heuristic) (a well associations (KitKat got into other
known brand reduces the search costs) categories, ice, milkshakes, etc)
▪ Bond / pact with maker of product (‘’I have ▪ Source of competitive advantage (barriers
always had a Mazda, it is probably not the of entry)
best car but I will buy it again) ▪ Source of financial returns
▪ Symbolic device (suitcase without a brand,
but ‘designed by samsonite’ -> that will do
the trick)
▪ Signal of quality (Porsche introduces
sneakers, you can guess what the price,
quality and target group will be)
▪ CBBE: Consumer Based Brand Equity: (1) Differential effect that (2) brand knowledge has on (3)
consumer response to the marketing of that brand.
A brand has positive customer-based brand equity when customers react more favourably to a
product and the way it is marketed when the brand is identified than when it is not (e.g., when it is
attributed to a fictitiously named or unnamed version of the product)
o Brand Equity … stresses the importance of the role of the brand in marketing strategies
▪ Brand Management goals:
1. Consumer-based brand equity (CBBE): Build, sustain and leverage positive, strong, active,
unique meanings of the brand.
2. Financial-based brand equity (FBBE): to enable the brand to earn more in the short and long
run.
▪ The key to branding is that consumers perceive differences among brands in a product category /
the brand resides in the minds of consumers, so give a label (how to identify), and provide meaning
(what it does for you) →Can everything be branded? Yes, almost 100% of the products in the
supermarket are branded ( is not equal to being brands) → Commodities (e.g., milk, cheese) can also
be branded.
4
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