Samenvatting
Lecture summary Brand Management
- Instelling
- Vrije Universiteit Amsterdam (VU)
A summary of all classes for the class Brand Management, an elective given in the fourth period of the Masters (MSc) Marketing
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Brand Management Lecture Notes – Sofie PolmanTable of Contents
Lecture 1.....................................................................................................................................................2
Lecture 2: Branding With Purpose...............................................................................................................4
Lecture 3: Brand Associations.....................................................................................................................7
Lecture 4: Brand Extensions: Managerial Perspectives..............................................................................11
Lecture 5: Brand Personality & Relationships............................................................................................13
Lecture 6: Brand Experience......................................................................................................................16
Lecture 7: Brand Engagement...................................................................................................................17
Lecture 8: Brands & Employees.................................................................................................................23
Lecture 9: Branding For Good: Brand Activism..........................................................................................26
Lecture 10: Brand Growth: The Behaviorist View On Branding.................................................................31
1
,Lecture 1
What is a brand?
Identification – to be able to recognize the brand & its products
o There is no competition without brands
Differentiation – what makes you different than the competition?
Mental construct – what’s in consumers’ heads
Relationship partner – between customers and the brands
Driving force – inside of the organization
BRAND = IDENTIFICATION
A name, term, sign, symbol, design, or any combination of those, used to identify the goods and services of
one seller or group of sellers. - Philip Kotler
Consumer & B2B brands do this – similar design across different products
BRAND = DIFFERENTIATION
A distinguishing name or symbol intended to identify the goods or services of one seller, and to differentiate
those goods and services from those of the competitors. - David Aaker
BRAND = MENTAL CONSTRUCT
Brands are mental containers of meaning and serve as internal information sources for buyers – Giep Franzen
Brands are networks of associations
stuff you learn about the brand (advertisement, use, recommendations from others)
BRAND = RELATIONSHIP PARTNER
“... brands can and do serve as viable relationship partners [and] consumer brand relationships are valid at the
level of lived experience...” - Susan Fournier
brands you have a connection with/are loyal to
BRAND = DRIVING FORCE
[B]rands are the mechanism that connects organizations and people... they are also the cultural forms that
allow us to express who we are ... [and] the soul of corporations, organizations and movements. - Martin
Kornberger
How to build a strong brand?
Customer Based Brand Equity (CBBE) Pyramid by Keller
4 Questions (consumers ask about your brand):
1. Who are you? (identity)
2. What are you? (meaning)
3. How do I think & feel about you?
4. What is our relationship?
consumer judgments (performance) and feelings (imagery) – they both influence each other (quality
influences the emotions; imagery also influences performance due to bias). Based on these feelings, you
develop a relationship with the brand.
Performance and imagery are more objective,
feelings and judgments are subjective.
2
,Brand salience: Before anything else, you need to create brand salience (= the brand must come to mind
easily). This means you have to build BRAND AWARENESS: The ability to recall and recognize the brand (in
relation to the needs it satisfies!)
Two types of brand awareness: recall vs recognition
Recall = the brand comes to mind spontaneously aka “top of mind awareness” (TOMA) “what brand(s)
of [category] can you think of?”
Recognition = the brand is recognize from relevant cues (e.g., name, logo, packaging, design) aka
“aided recall” “which of these brands do you know/recognize?”
Depth: How easily do you recall/recognize the brand?
Breadth: In which situations does the brand come to mind?
Some general tips for building awareness
More exposure is better (low involvement learning is based on repeated exposures), so budget is key,
but also:
Be consistent (think 10 times before changing logo/name/packaging)
Always establish link to product need
o Make sure people know what product/service you sell
Ensure sufficient exposure to package (two second rule) for recognition
o Show packaging for at least 2 seconds as that is the optimal time you need
Create a personal connection (use a presenter who establishes this)
o George Clooney for Nespresso
Use mnemonic devices (music, sound, imagery)
o Memory aid to help people remember your brand
Brand meaning: the associations with a brand, built by: own experience, experience of others (WOM) &
advertising
brand performance and brand imagery
after presence you want to create meaning
Good associations:
Favorable
Strong link to the brand
Unique (distinct from other brands in category)
Two types of associations:
1. Functional, performance-related
2. Imagery-related (often more abstract)
Brand performance
1. Primary characteristics & secondary features: (e.g., low sugar, high engine power)
2. Product reliability (consistency), durability & serviceability
3. Service effectiveness (level of satisfaction), efficiency (speedy & responsive) & empathy (trusting,
caring)
4. Style & Design
5. Price
Functional aspects
Brand imagery
1. User profile(s): what kind of person(s) use(s) the brand?
2. Purchase & Usage Situation: when do you buy/use the brand? (for here or to go?)
3. Personality & Values: more tomorrow!
3
, 4. History, Heritage & Experience (both shared & individual) (we are around for long and you can trust
us)
Consumer Responses to the Brand: How do consumer THINK & FEEL about the brand?
Judgments
Quality
Credibility (= trustworthiness, expertise, likability)
Consideration (would I buy this brand?)
Superiority (better than the others?)
more rational
Feelings
Warmth, fun, excitement
Security, social approval, self-respect
more emotional
Consumer-Brand Relationships: What relationships do consumers (want to) have with the brand?
Does the brand “resonate” with customers? (Brand Resonance)
Loyalty (behavioral loyalty & attitudinal attachment; class 5)
Sense of community (more in class 5)
Active engagement (more in class 7)
Two dimensions:
Intensity: how strong are the feelings?
Activity: Do consumer act on their feelings?
Southwest airline
First layer: you want to be in their thoughts
Lecture 2: Branding With Purpose
Brands: Enable identification & differentiation, create meaning (associations) for consumers, help consumers
to build relationships with organizations & products, and serve as a driving force for organizations
Brand Equity: Understood through Keller’s pyramid: (1) build brand salience, (2) create associations on
performance and imagery, (3) foster favorable judgment and feelings, (4) develop strong and meaningful
relationships with customers (resonance)
Branding with purpose
Coolblue (purpose defined at level of brand benefits)
AUARA (societal level “water to change the world” – combi of company and NGO)
TIDAL (music streaming service, by highly influencing artists; more money to artists and better quality)
Marcel’s Green Soap (Dutch advertiser that developed green alternatives for soap)
TOMS (shoe brand that donates 1 pair of shoes when one is sold)
Increasing relevance
Looking beyond profit that you can make is becoming more popular – business roundtable wants to promote
an economy that services all Americans
Simon Sinek’s golden circle: Why, how, what
3 levels on which you can market products
4
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