This is a summary of the Brand Management Lectures for the master Marketing Management and Marketing Analytics at Tilburg University. Written in English.
The document contains all 7 lectures, containing all 6 topics.
In the past
§ Undifferentiable by seller/manufacturer
§ Often sold loose
§ Quality high variable
§ Competitive markets: many sellers for the same commodity
How do I get a buyer to prefer and buy my commodity?
à Differentiate it from competition and make it more attractive
à How? By branding your commodity
What is a 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.
Creates a certain amount of meaning, reputation, preference and so on… in the eyes of the customer.
Product
Anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a need
or want.
4 levels of Products (Levitt)
1. Core product: the functionalities
2. Tangible product: what you can see and experience (e.g. a brand)
3. Augmented product: additional services
4. Total product: gives a certain feeling (benefits)
Perspectives
§ From organizations point of view: physical product (core, tangible and augmented product)
§ From customers point of view: psychological product (total product)
Branding philosophy
1. Product-driven brand philosophy
From the inside-out. Companies produce products.
Product (marketing mix) à defines the brand à boosts sales of consumers à influences the product
2. People driven brand philosophy
From the outside in. People buy brands.
People à define the brand à define the product à recruit people
!! EXAM: Explain the relationship between Levitt vs physical and psychological perspectives vs product- and
people-driven.
Answer: inside-out (product driven) has a physical perspective, includes the first 3 parts of Levitt
(core, tangible, augmented product). Outside-in (people-driven) has a psychological perspective,
includes the last part of Levitt (total product).
BRAND MANAGEMENT 2
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