Brand and Product Management
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Lead article: Keller & Lehmann Brands and Branding: Research Findings and Future Priorities
Branding has emerged as a top management priority in the last decade due to the growing realization
that brand are one of the most intangible assets that firms have. This paper identifies some of the
influential work in the branding area, highlighting what has been learned form an academic
perspective on important topics such as: brand positioning, brand integration, brand-equity
measurement, brand growth and brand management.
Week 1 FOCUS Conceptualizing, measuring, and managing Customer-
Based Brand Equity
The author presents a conceptual model of brand equity from the perspective of the individual
consumer. 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) favorably 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
o likelihood a brand name will come to mind
brand awareness consists of
Brand recall
Brand recognition
- brand image (i.e. a set of brand associations).
o Perceptions about a brand as reflected by the brand associations
Brand image consists of
Types of brand associations
Favorability of brand associations
Strength of brand associations
Uniqueness of brand associations
,Customer-brand equity occurs
when the consumer is familiar
with the brand and holds some
favorable strong and unaware
brand associations in memory.
In general sense, brand equity is defined in terms of marketing to the brand- for example: when
certain outcomes results from the marketing of a product or service because of its brand name that
would not occur if the same product or service did not have that name.
Two motivations for studying brand equity:
- financially based motivation
o To estimate value of a brand, more precisely
- Strategy-based motivation
o To increase efficiency of marketing expenses
Customer-based brand equity is defined as the differential effect of brand knowledge on consumers
response to the marketing of the brand. That is: customers-based brand equity involves consumers’
reactions to an element of the marketing mix for the brand in comparison with their reactions to the
same marketing mix element attributed to a fictitiously named or unnamed version of the product or
service.
Types of brand associations
Abstraction
- Attributes
o Those descriptive features that characterize a product/service
- Benefits
o Personal value consumers attach to the product/service
- Attitudes
o Consumers’ overall evaluations of the brand. Often from the basis for consumer
behavior
Secondary associations can be leveraged to create favorable, strong and unique associations that
otherwise may not be present.
, There are two basic approaches to measuring customer-based brand equity.
- Indirect approach
o Measures brand knowledge to assess the potential sources of brand equity (i.e.
brand awareness and brand image)
- Direct approach
o Measures the effects of the brand knowledge on consumers response to elements of
the marketing mix.
The two basic approaches are complementary to each other and should be used at the same time.
Week 2 FOCUS Automatic Effects of Brand Exposure on Motivated
Behavior: How Apple Makes You “Think Different” by Fitzsimons,
Chartrand and Fitzsimons.
This article first examines whether brand exposure elicits automatic behavioral effects as does
exposure to social primes.
Results support the translation of these effects:
- participants primed with Apple logos behave more creatively than IBM primed and controls;
- Disney-primed participants behave more honestly than E!- primed participants and controls.
Second, this article investigates the hypothesis that exposure to goal-relevant brands (i.e., those that
represent a positively valanced characteristic) elicits behavior that is goal directed in nature.
Three experiments demonstrate that the primed behavior showed typical goal-directed qualities,
including increased performance post delay, decreased performance post progress, and moderation
by motivation.
Experiment 1 – investigates whether behavioral priming effects can translate from the social to the
consumer domain, testing hypothesis that brands can elicit automatic effects on behavior by examine
how people behave after subliminal exposure to consumers brand logos. APPLE vs IBM
Apple is believed to be more creative by the respondents, they could make more solutions with the
brick and more creative.
Downside there was no ‘nobrand’ control group
Experiment 2 – Investigates whether Disney is more honest than E! After priming, participants
received one of the three manipulations (Disney e! or control)
Participants primed with logos of the Disney Channel, a brand they associate with honesty, behaved
more honestly than did participants primed with logos of the E! Channel.
Experiment 3 – regarding our first objective, experiment 3 provides further evidence for the
hypothesis that brand exposure can shape nonconscious behavior: participants primed with Apple
behaved more creatively than did control or IBM primed participants. Regarding our second
objective, experiment 3 provides further evidence for the hypothesis that brand exposure can elicit
goal-directed behavior when the brand is goal relevant.
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