Marketing Nathalie Dens
Branding decisions
The 3 brand P’s
- Brand promise
= statement that businesses write to describe the value they deliver to customers, sets
expectations for brand experience
o Positioning + vision + value proposition = your brand promise
- Brand performance
= measure of a brand's results against business/marketing goals, when expectations and
experiences of brand match the promise, brand performance is accomplished
o Successful brands = innovators
deliver consistently on their promises, this serves to reinforce the positioning and
credibility of the promise
Aston Martin, Apple, Airbnb
- Brand positioning
= place the brand occupies in a consumer’s mind
o Positioning
= concerned with processes associated with creating/altering perceptions consumers
have about firm’s products/brand, not about brand’s physicality
o Strategic activity
= used to differentiate and distinguish a brand, so
that a consumer not only remembers the brand
but also understands it
Branding and positioning = interrelated:
credible position can’t be sustained
without strong brand, brand can’t be
developed/preserved without audience
that perceives its justifiable position in
terms of performance
o 4 elements
Target (customer)
Functional needs
Emotional needs
Category (brand)
Benefit (promise)
Support points
1
, Marketing Nathalie Dens
What is a brand?
- Brand
= name, symbol, words, mark that identifies and distinguishes a proposition or company from its
competitors
o More than a name/logo
it is an organization’s promise to a customer to
Deliver what a brand stands for, in terms of functional benefits but also
emotional, self-expressive and social benefits
- Dimensions
o Brand awareness
= identification
Top-of-mind awareness, spontaneous or unaided awareness, aided awareness,
recognition
o Brand associations
= differentiation
Strong, favourable, unique
- Types
o Manufacturer brands
= sold by manufacturers under own brand name
Sony, Nike
o Distributor brands
= private label, identities and images developed by wholesalers, distributors, dealers
and retailers
Kruidvat, albert Hein
o Generic brands
= sold without any promotional materials or any means of identifying the company,
with the packaging displaying only information required by law
o Non-commercial brands
Idea brands
ideologies, initiatives, or other abstract, non-commercial notions
#MeToo #FridaysForFuture #Keepthegrey
Person brands
brands that also are real people, human brand, celebrity brand
Cristiano Ronaldo
Place brands
network of associations based on different expressions of a place
de stad Antwerpen
2
Branding decisions
The 3 brand P’s
- Brand promise
= statement that businesses write to describe the value they deliver to customers, sets
expectations for brand experience
o Positioning + vision + value proposition = your brand promise
- Brand performance
= measure of a brand's results against business/marketing goals, when expectations and
experiences of brand match the promise, brand performance is accomplished
o Successful brands = innovators
deliver consistently on their promises, this serves to reinforce the positioning and
credibility of the promise
Aston Martin, Apple, Airbnb
- Brand positioning
= place the brand occupies in a consumer’s mind
o Positioning
= concerned with processes associated with creating/altering perceptions consumers
have about firm’s products/brand, not about brand’s physicality
o Strategic activity
= used to differentiate and distinguish a brand, so
that a consumer not only remembers the brand
but also understands it
Branding and positioning = interrelated:
credible position can’t be sustained
without strong brand, brand can’t be
developed/preserved without audience
that perceives its justifiable position in
terms of performance
o 4 elements
Target (customer)
Functional needs
Emotional needs
Category (brand)
Benefit (promise)
Support points
1
, Marketing Nathalie Dens
What is a brand?
- Brand
= name, symbol, words, mark that identifies and distinguishes a proposition or company from its
competitors
o More than a name/logo
it is an organization’s promise to a customer to
Deliver what a brand stands for, in terms of functional benefits but also
emotional, self-expressive and social benefits
- Dimensions
o Brand awareness
= identification
Top-of-mind awareness, spontaneous or unaided awareness, aided awareness,
recognition
o Brand associations
= differentiation
Strong, favourable, unique
- Types
o Manufacturer brands
= sold by manufacturers under own brand name
Sony, Nike
o Distributor brands
= private label, identities and images developed by wholesalers, distributors, dealers
and retailers
Kruidvat, albert Hein
o Generic brands
= sold without any promotional materials or any means of identifying the company,
with the packaging displaying only information required by law
o Non-commercial brands
Idea brands
ideologies, initiatives, or other abstract, non-commercial notions
#MeToo #FridaysForFuture #Keepthegrey
Person brands
brands that also are real people, human brand, celebrity brand
Cristiano Ronaldo
Place brands
network of associations based on different expressions of a place
de stad Antwerpen
2
