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notes summary brand management
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All lecture notes of the course brand management, year .
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BRAND MANAGEMENT – NOTESSUMMARY OF IMPORTANT ASPECTS
Inhoudsopgave
lecture 1 – brand management.......................................................................3
the past.......................................................................................................................... 3
the present..................................................................................................................... 3
why are brand important for…?...................................................................................4
the future........................................................................................................................ 5
why do some brands fail?............................................................................................ 5
lecture 2 – brand identity...............................................................................7
brand identity................................................................................................................. 7
sources and ideas........................................................................................................ 8
brand positioning.......................................................................................................... 11
frame of reference..................................................................................................... 11
pop’s and pod’s in brand associations.......................................................................11
use and usage situation.............................................................................................11
lecture 3 – brand strategy (& brand tactics)..................................................13
strategy........................................................................................................................ 13
brand hierarcy........................................................................................................... 13
brand extension......................................................................................................... 14
brand alliance............................................................................................................ 15
tactics........................................................................................................................... 17
brand elements.......................................................................................................... 17
marketing mix............................................................................................................ 19
lecture 4 – brand concepts...........................................................................20
associative networks.................................................................................................... 20
brand associations..................................................................................................... 20
brand knowledge....................................................................................................... 21
brand perceptions...................................................................................................... 21
brand feelings (emotions)..........................................................................................22
brand feelings (brand attitude)..................................................................................23
brand behavior (brand loyalty)..................................................................................23
brand behavior (brand engagement)........................................................................24
brand meaning.......................................................................................................... 24
, brand preference....................................................................................................... 25
brand representations...............................................................................................26
brand image.............................................................................................................. 26
brand positioning....................................................................................................... 27
lecture 5 – brand measurement....................................................................28
brand associations........................................................................................................ 28
brand knowledge....................................................................................................... 28
brand feelings............................................................................................................ 29
brand behavior.......................................................................................................... 30
brand knowledge -> brand feelings...........................................................................30
brand feelings -> brand behavior..............................................................................31
brand representations.................................................................................................. 31
lecture 6 – brand framework.........................................................................32
conceptualization.......................................................................................................... 32
branding and concepts.............................................................................................. 32
conceptual dimensions.............................................................................................. 33
nomological net......................................................................................................... 33
causal relationships...................................................................................................... 33
brand management................................................................................................... 33
marketing management............................................................................................ 33
communication management....................................................................................34
,LECTURE 1 – BRAND MANAGEMENT
Why brand management is a core course in the MSC Marketing management
(understand).
How brand management has evolved over time: the past, the present, the future
(illustrate).
What the essential learnings will be in Brand Management… and where to find
them in the course (convince).
Ex. Too good to waste campaign, Barbie’s success, Dove campaign -> not everything has
to be perfect all the time.
K (Knowledge) I (Insight) A (Application)
In supporting sustainability, research should be done before designing a new brand
concept -> greenwashing?
Coca-Cola recycling-themed cans.
THE PAST
Commodities:
- Undifferentiable by seller/manufacturer.
- Often sold loose.
- Quality highly variable.
- In competitive markets we have many manufacturers/sellers for the same
commodity.
Get a buyer to prefer your commodity -> differentiate it from competition and make it
more attractive – branding.
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.
People are willing to pay more for Louis Vuitton than for H&M.
THE PRESENT
Changing perspectives:
- From the organization’s point of view –
physical product.
- To the customer’s point of view –
psychological product.
Diet Coke vs. Diet Pepsi (blind test) – Pepsi preferred.
Diet Coke vs. Diet Pepsi (identified test) – Coke preferred.
Brand = a product, but one that adds other dimensions that differentiate it in some way
from other products designed to satisfy (the same) needs. The valued differences:
- Rational and tangible
- Intangible, emotional, and symbolic (often).
, Consumers value not just for functional attributes, but also for the sensory pleasure and
potential self-expression, brands are also valued on “brand values”:
Brand quality, brand credibility, brand likeability, brand authenticity, brand
transparency, brand status, brand sustainability.
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.
Product (physical product Branded product (psychological
perspective) -> branded product product perspective) -> brand
Tangible: can be touched by customer Intangible: lives in customer’s mind
Can be copied Unique
Can be outdated Potentially timeless
Involves transaction Forms basis of connections
Differentiation -> Relevance (How can the brand/product
make a difference?)
Attributes -> Personality (Who are you compared to the
brand?)
Promise -> Relationship (Less practical, not just a
transaction anymore)
Static -> Dynamic
Mass -> Individual
Awareness -> Meaningfulness (A brand has to be more
than simply known by the customer).
WHY ARE BRAND IMPORTANT FOR…?
1. Consumers
a. Identification of a product/source.
b. Assignment of responsibility to product maker.
c. Risk reducer.
d. Search cost reducer.
e. Bond/pact with the maker of the product.
f. Symbolic device (luxury products).
g. Signal of quality. German cars.
2. Producers
a. Means of identification to simplify handling/tracing.
b. Means of legally protecting unique featurs.
c. Signal of quality. Samsonite suitcase.
d. Means of endowing products with unique assocations. Big Mac.
e. Source of competitive advantage. (barriers of entry).
f. Source of financial returns.
CBBE = Differential effect that brand knowledge has on consumer response to the
marketing of that brand. Positive when customers are positive with brand being
mentioned.
Brand management goals:
- Consumer-based brand equity (CBBE)
o Build, sustain and leverage positive, strong, active, and unique meanings
of the brand…
- Financial-based brand equity (FBBE)
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