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Summary Mandatory papers Brand management
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A summary of the 12 mandatory papers of the 6 topics for the Course Band managment.
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Table of ContentsModule 1 ................................................................................................................................................ 3
The Future of Brands and Branding: An Essay on Multiplicity, Heterogeneity, and Integration (Keller, 2021) ...... 3
Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (Keller, 1993) ................................ 6
Module 2 .............................................................................................................................................. 11
Identity, Intended Image, Construed Image, and Reputation: An Interdisciplinary Framework and Suggested
Terminology ........................................................................................................................................ 11
Why and when is older better? The role of brand heritage and of the product category in the evaluation of brand
longevity ............................................................................................................................................. 13
Module 3 .............................................................................................................................................. 16
Consumer acceptance of brand extensions: is parental fit preeminent? ....................................................... 16
Brand logos versus brand names: A comparison of the memory effects of textual and pictorial brand elements
placed in computer games ..................................................................................................................... 19
Module 4 .............................................................................................................................................. 23
Two ways of Learning brand associations ................................................................................................ 23
Consumer brand engagement: Refined measurement scales for product and service contexts ........................ 24
Module 5 .............................................................................................................................................. 25
Multi-Method research on Consumer-Brand Associations: Comparing Free Associations, Storytelling, and Collages
.......................................................................................................................................................... 25
Visual Elicitation of Brand Perception ...................................................................................................... 27
Module 6 .............................................................................................................................................. 28
The Impact of Brand Quality on Shareholder Wealth ................................................................................. 28
How Well Do Consumer-Brand Relationships Drive Customer Brand Loyalty? Generalizations from a Meta-
Analysis of Brand Relationship Elasticities ................................................................................................ 29
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,Module 1
The Future of Brands and Branding: An Essay on Multiplicity, Heterogeneity, and Integration
(Keller, 2021)
One of the most significant forces impacting brands and branding is technology, which has increased the
capabilities of consumers and marketers alike in a multitude of ways. The global pandemic will also be
transformative for brands and branding in its own ways. It is important to acknowledge the multiplicity of different
types or forms of brands that exist. It is also important to recognize that brands themselves have many different
constituents – different people and organizations – with which they interact. Acknowledging this multiplicity is
important because different types of brands can play different roles and functions for different types of
constituents. A good basic definition of a brand is as, “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”. The ability to build awareness and meaning by providing consumers with unique and
unmatched value, as suggested by this definition, is a cherished principle of branding and is core to the success of
brands.
One particularly important branding question is who or what else can perform the same roles and
functions as brands to provide similar benefits? In other words, who or what else can provide the same kinds of
intrinsic and extrinsic benefits that brands can potentially deliver? The short-hand ability of a brand to convey
attitudes, personality, or some other aspect of self-image or identity, either real or idealized, is not easily
replicated In short, perceived credibility and the signal value of different entities will be an important element in
the branding landscape in the future.
Brand Elements
Dynamic Nature
Brands themselves are likely to change in significant ways. To help build a stronger identity and presence with
consumers, brand elements are going to become more dynamic and more multidimensional (Keller, 1998).
Marketers have been rethinking their brand trademarks in many different ways, e.g.; exploring sonic branding;
developing more brand characters; and generally expanding the richness and dynamism of their brand elements.
Flexible practices
One new prediction can be added as part of the trends in redefining brand elements: Marketers will become more
flexible in how they employ their brand elements in terms of how strictly or rigidly they conform to brand identity
guidelines. Although such guidelines offer valuable legal protection and managerial control; they also result in
more static and predictable brand presentations or treatments in the marketplace. Creative and strategically sound
changes in brand elements, if temporary in nature, can be an effective way to generate greater consumer interest
and engagement with a brand in a controlled fashion. Understanding how flexible consumers are in their thinking
about brand elements and what kind of permission they are willing to give to marketers— and how much
permission marketers should take— will be important determinants of branding policies here.
Note: think about the Coca Cola names on the bottles, Coca Cola at first didn’t want to do this, but after positive
consumer responses they decided to go ahead.
Brand drivers
Brands and Technology
Technological developments have affected virtually all aspects of consumer behaviour, e.g.; how consumers learn,
shop, purchase, consume, express satisfaction and loyalty. Technology has enabled consumers to learn more
about brands, as well as helped brand marketers learn more about consumers.
In theory technological developments should both help marketers design offerings and solutions to better
meet consumer needs, as well as help consumers better identify and choose those brands they prefer.
A key question is how technology will affect the relative ability of brands to deliver on core benefits of
simplification, risk reduction, and providing intrinsic and extrinsic value in general.
In a crowded marketplace of ideas and voices, traits such as salience, distinctiveness and credibility will be
highly desired for people and organizations seeking to affect consumer behaviour.
Traditional routes of information search and data inputs are being disrupted and guidelines as to when, where and
how these effects are most likely to be manifested will undoubtedly develop and evolve going forward.
Channels of distribution and communication
Brand building and growth will increasingly require omnichannel strategies that recognize and accommodate when,
where and how different consumers shop and buy. It will also require integrated MarCom strategies that blend
online and offline communication options to inform, engage, and motivate customers. Designing and implementing
marketing programs and activities has become more complex because of the multiple options spawned by
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,technology to communicate and sell to customers. BM in the future will require comprehensive, cohesive models
and frameworks that enable marketers to fully integrate classic “push and pull” strategies.
Systems and platforms
Products and services themselves will change as
organizations embrace more of a systems
approach, designing product and service
platforms to offer solutions to more fully
satisfy consumer needs and wants. As part of
the development of these solutions, brand
marketers will need to partner and
collaborate with other firms and
organizations and their brands. They will
also need careful implementation of
brand extension and brand architecture
strategies in general, and co-branding
and ingredient branding strategies in
particular. These areas are likely to see
considerable research in the future given
the central role they play in enabling
growth for firms and the critical nature of
consumer perceptions, beliefs, attitudes, and
behaviours in formulating those strategies.
As brands grow in meaning, they will
transcend traditional product and service boundaries
to be defined more by the higher-level needs they satisfy and
benefits they provide. A critical assumption though is that consumers are willing to embrace more holistic, one-
company solutions. Some customers may believe that specialized brands offer superior products, or prefer to not
be so invested in or vulnerable to one company or brand. Brand strength and trust will be critical to consumer
willingness to invest and commit to brands in this way.
Brand meaning
1. Awareness (category identification and needs satisfied by the brand)
2. Attributes (descriptive features (in- and extrinsic))
3. Benefits (personal value and meaning consumers attach to the brand’s attribute)
4. Images (visual info)
5. Thoughts (personal cognitive response to any brand-related info)
6. Feelings (personal affective response to any brand-related info)
7. Attitudes (summary judgments and overall evaluations
to any brand-related info)
8. Experiences (purchase and consumption behaviours
and any other brand-related episodes)
Past, present, future
Brands can be connected to their past in terms of their history
and heritage. Brands can affirm their present state in terms of
their values, personality, and character to reflect who they are
and how they think and act. Finally, brands can point to their
future, in terms of their mission, vision and purpose and their
potential both in in a specific and broader social sense. The
strongest brands will be those that offer a compelling account
of their origins, growwth, and destiny.
Emotions, feelings, and experiences
Emotions and feelings come in all forms and can become linked to brands in a variety of ways. Some brands may
just offer a reassuring sense of comfort and familiarity; others may create a powerful sense of joy or excitement.
Creating brand associations that link to various emotions and feelings can strengthen loyalty, increase
differentiation, and drive engagement. Successful brands in the coming years are going to be those brands that
skillfully blend online and offline programs and activities for consumers.
In an increasingly virtual world, rewarding “real world”physical and full-sensory experiences with brands
are likely to become even more valued by consumers
Lastly, brand anthropomorphism is likely to become employed even more often as marketers try to bring
their brands to life in ways that are distinctive, meaningful, and enjoyable for consumers. From product design to
4
,digital avatars to animated characters and mascots, marketers will continue to find ways to ascribe human traits
to their brands.
Brand narratives and stories
Brand narratives and stories that are able to frame the key elements of brand meaning in a memorable and
persuasive way will become increasingly valuable. Constructing the right brand stories and narratives can aid
comprehension and appreciation and influence consumer judgments and behaviour. Brand tangibles and
intangibles in the form of strong brand associations to attributes, benefits, images, experiences etc. provide the
necessary foundation to any good story-telling. Brand meaning is also very personal.
Consumer heterogeneity
Consumers will always be diverse and there will always be inherent heterogeneity. No two consumers are ever
truly identical.
Personalization and customization
The coming years will see increased personalization from brands so that individual consumers gain more of the
functional, emotional, and social benefits they seek. As part of this process, at a broad level, marketers must
recognize the cultural and social diversity of consumers.
Customer pyramids
For example, for any brand’s customer base, at one end are brand
champions, who actively advocate for and defend the brand, and at
the other end are habitual users, who may exhibit passive loyalty
and little personal involvement with the brand. Even more
removed are those consumers outside the customer base
who may actively dislike the brand or even choose to
wage war against it.
Other pyramids can highlight other crucial
decision factors for a brand.
Acknowledging the heterogeneity of
customers and considering the structure and
dynamics of the resultingncustomer pyramids
can help to suggest possible marketing tactics
to employ and identify possible non-marketing
influences that need to be accounted for. It
also points out some of the tradeoffs in
targeting heterogeneous consumersband developing a cohesive brand image across consumers differing on key
dimensions.
Consumer insights
Massive changes in the marketing environment have potentially differentially impacted consumers. Brands and
branding are inextricably linked and opposite sides of the same coin: brands exist for consumers, and consumers
seek and value brands.
Customer Decision Journeys
The concept of a decision journey is a good way to characterize the twists and turns involved in consuemr
decision-making. How customer journeys are conceptualized and operationalized will be critical for brand
marketers. Its curent value is more heuristic than truly diagnostic or prescriptive.
Data scope and Boundaries
One of the biggest opportunities and challenges with the futures of brands is how to leverage the massive
reservoir of data that can be collected online. Going forward, techniques to better synthesize, analyze and
interpret the vast body of digital information on consumers will need to be developed. At the same time, there is
growing concern from consumers about privacy and a desire to have more personal autonomy with respect to the
amount and nature of information revealed and stored by third parties or entities.
Conclusion
The paper highlighted 5 areas where there are likely to be significant branding developments in the coming 10-20
years: brand elements, brand drivers, brand meaning, consumer heterogeneity, and consumer insights.
The central theme that emerges is that branding is increasingly efined both by multiplicity (in terms of all the
options marketers have) and heterogeneity (in terms of the variety of different consumers being marketed to).
The future of brands and branding will be marked by two contrasting forces: in part driven by advantages in
technology, there is an increasing number of ways to understand, reach, influence and assess consumers. At the
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, same time, marketers also need to acknowledge and appreciate the inherent heterogeneity of consumers and the
fact that customer franchises are becoming even more varied and diverse.
Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (Keller, 1993)
Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the
marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers
react more (less) favourably to an element of the marketing mix for the brand than they do to the same
marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service.
Brand knowledge is conceptualized according to an associative network memory model in terms of two
components: brand awareness and brand image (i.e., a set of brand associations). Brand awareness relates to
brand recall and recognition performance by consumers. Brand image refers to the set of associations linked to the
brand that consumers hold in memory. Customer-based brand equity occurs when the consumer is familiar with
the brand and holds some favourable, strong, and unique brand associations in memory.
There have been two general motivations for studying brand equity: financially based motivation to estimate the
value of a brand more precisely for accounting purposes, and a strategy-based motivation to improve marketing
productivity.
Brand knowledge is conceptualized as consisting of a brand node in memory to which a variety of associations are
linked. The relevant dimensions that distinguish brand knowledge and affect consumer response are the
awareness of the brand and the favourability, strength, and uniqueness of the brand associations in consumer
memory. These dimensions are affected by other characteristics of and relationships among the brand
associations.
Brand awareness
The first dimension distinguishing brand knowledge is brand awareness. It is related to the strength of the brand
node or trace in memory, as reflected by consumers’ ability to identify the brand under different conditions.
Brand awareness consists of brand recognition and brand recall. Brand recognition relates to consumers’
ability to confirm prior exposure to the brand when given the brand as a cue. Brand recall relates to consumers’
ability to retrieve the brand when given the product category, the needs fulfilled by the category, or some other
type of probe as a cue.
Brand awareness plays an important role in consumer decision making for three major reasons:
1. It is important that consumers think of the brand when they think about the product category
2. Brand awareness can affect decisions about brands in the consideration set, even if there are essentially
no other brand associations
3. Brand awareness affects consumer decision making by influencing the formation and strength of brand
associations in the brand image.
Brand image
A necessary condition for the creation of a brand image is that a brand node has been established in memory, and
the nature of that brand node should affect how easily different kinds of information can become attached to the
brand in memory.
Thus, brand image is defined as perceptions about a brand as reflected by the brand associations held in consumer
memory. These associations contain the meaning of the brand for consumers.
Brand associations take different forms. They can be classified into three major categories of increasing scope:
1. Attributes
• Descriptive features that characterize a product or service
o Product-related attributes
▪ The ingredients necessary for performing the product or service function sought by
consumers
▪ Vary by product or service category
▪ Relate to a product’s physical composition or service requirement
o Non-product related attributes
▪ External aspects of the product or service that relate to its purchase or consumption. 4
main types:
1. Price information
2. Packaging or product appearance information
3. User imagery
4. Usage imagery
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