Paper Summaries – Brand Management
TABLE OF CONTENTS:
WEEK 1 – LECTURE 1
• Keller, K.L. (2001). Building customer-based brand equity: a blueprint for creaHng strong
brands. MSI Report 01-107
WEEK 1 – LECTURE 2
• Knowles, J., Hunsaker, B.T., Grove, H., & James, A. (2022). What is the purpose of your
purpose? Harvard Business Review, 2022, March/April, 84-92.
• Williams, P., Escalas, J.E., Morningstar, A. (2022). Conceptualizing brand purpose and
considering its implicaHons for consumer eudaimonic well-being. Journal of Consumer
Psychology, 32, 699-723
WEEK 2 – LECTURE 1
• Berger, J. & Fitzsimmons, G. (2008). Dogs on the street, Pumas on your feet: how cues in the
environment influence product evaluaHon and choice. Journal of MarkeHng Research, 45, 1-
14.
• Spiggle, S., Nguyen, H. T., & Caravella, M. (2012). More than Fit: Brand Extension AuthenHcity.
Journal of MarkeHng Research, 49, 967–983
WEEK 3 – LECTURE 1
• Verlegh, P.W.J. (2023). PerspecHves: a research-based guide for brand acHvism, InternaHonal
Journal of AdverHsing, DOI: 10.1080/02650487.2023.2228117
WEEK 3 – LECTURE 2 -> NO CLASS
WEEK 4 – LECTURE 1
• Fournier, S. (1998). Consumers and their brands: developing relaHonship theory in consumer
research. Journal of Consumers Research, 24, 343–373. [just browse, with focus on model]
• Gidaković, P. & Zabkar, V. (2022) The formaHon of consumers' warmth and competence
impressions of corporate brands: The role of corporate associaHons. European Management
Review, 19(4), 639–653
WEEK 4 – LECTURE 2
• Brakus, B., Schmin, B., and L. Zarantonello (2009). Brand experience: what is it? How is it
measured? Does it affect loyalty? Journal of MarkeHng 73(3), 52-68
WEEK 5 – LECTURE 1
• Akpinar, E., J. Berger (2017) Valuable virality. Journal of MarkeHng Research, 54, 318-330
• Dahl, D.W., Fuchs, C., & Schreier, M. (2015). Why and when consumers prefer products of
userdriven firms: a social idenHficaHon account. Management Science, 61, 1978-1988.
• Eigenraam, A. W., Eelen, J., & Verlegh, P.W.J. (2021). Let me entertain you? The importance of
authenHcity in online customer engagement. Journal of InteracHve MarkeHng, 54, 53-68.
WEEK 5 – LECTURE 2
• Löhndorf, B. & Diamantopoulos, A. (2014). Internal branding: social idenHty and social
exchange perspecHves on turning employees into brand champions. Journal of Service
Research, 17, 310-325
• Sirianni, N.J., Bitner, M.J., Brown, S.J., & Mandel, N. (2013). Branded service encounters:
strategically aligning employee behavior with the brand posiHoning. Journal of MarkeHng, 77,
108-123
,WEEK 1 – LECTURE 1
• Keller, K.L. (2001). Building customer-based brand equity: a blueprint for creaOng
strong brands. MSI Report 01-107
Brand Building quesOons arising:
- What makes a brand strong?
- How do you build a strong brand?
è Model for brand building: Customer-Based Brand Equity Model.
Main idea: The power of a brand resides in the minds of customers.
Four steps of Brand Building
1. Who are you?
a. Brand IdenOty: associaOon of the brand in customers minds with a specific
product class or customer need.
2. What are you?
a. Brand Meaning: linking a host of tangible and intangible brand associaOons.
3. What about you? What do I think or feel about you?
a. Brand Response: Elicit the proper brand response to this brand idenOty and
brand meaning.
4. What about you and me? What kind of associaOon and how much of a connecOon
would I like to have with you?
a. Brand RelaOonship: Create an intense, acOve loyalty relaOonship between
customers and the brand.
Six brand building blocks
Subdimensions
, 1. Brand IdenOty.
• Achieving the right Brand IdenOty involves creaOng brand salience.
• Brand salience relates to aspects of customer awareness of the brand.
• Brand awareness refers to customers ability to recall and recognize a brand. Linking
the logo, name etc to certain associaOons in memory. And consumers need to know,
what basic funcOons does the brand provide for customers?
• Three funcOons of salience in developing brand equity:
o Salience influences the formaOon and strength of brand associaOons that make up
the brand image and gives the brand meaning
o Brand salience influences the likelihood that the brand will be a member of the
consideraOon set.
o When low involvement, consumers make choices on brand salience alone.
§ Low involvement when they lack:
1. Purchase moOvaOon (don’t care about the product/service)
2. Purchase ability (no experOse to judge quality/not knowing)
Key Criteria for Brand IdenOty:
• Brand awareness in two key dimensions: depth and breadth.
o Depth of brand awareness refers to how easily customers can recall or recognize a
brand. (top of mind)
o Breadth of brand awareness refers of the range of purchase and consumpOon
situaOons in which the brand comes to mind. (mind share)
• Both maber, so not only ‘top of mind’ but also have sufficient ‘mind share’.
2. Brand Meaning.
• CreaOng brand meaning involves establishing a brand image – what the brand is
characterized by and should stand for in the minds of customers.
• Brand meaning is made up of two major categories of brand associaOons that exist in
customers minds:
o Performance (funcOonal related)
o Imagery (abstract related)
o These can be formed directly (own experiences and contact) or indirectly (through
depicOon of brand in ads or informaOon WOM)
• Brand Performance:
o The product is the heart of brand equity, primary influence of consumers
experience with the brand.
o Must saOsfy or exceed expectaOons of consumers to create loyalty and resonance.
o Relates to how the product abempts to meet customers more funcOonal needs.
5 important types of abributes and benefits that ofen underlie brand performance:
1. Primary characterisOcs and secondary features
2. Product reliability, durability and serviceability
a. Reliability: refers to the consistency of performance over Ome and from
purchase to purchase
b. Durability: refers to expected economic life of the product
c. Serviceability: refers to the ease of servicing the product if it needs repair.
, 3. Service effecOveness, efficiency and empathy:
a. Service effecOveness: refers to how completely the brand saOsfied customers
service requirements
b. Service efficiency: refers to the manner in which these services are delivered in
terms of speed/responsiveness.
c. Service empathy: refers to the extent to which service providers are seen as
trusOng, caring.
4. Style and design:
a. AstheOc consideraOons such as style, materials, shape, size and color – more
sensory aspects; look and feel.
5. Price:
a. Pricing strategies can impact associaOons; frequency and magnitude of
discounts – this effects how consumers categorize the price of the brand.
Any of these performance related aspects can be the mean to differenOate. Always a
dimension is necessary because a product/service always needs a funcOonal benefit.
• Brand Imagery:
o Deals with extrinsic properOes of the product or service: the ways in which the
brand abempts to meet customers psychological or social needs.
o How people think about the brand (abstractly) rather than what they think the
brand actually does -> intangible aspects of the brand.
4 important categories of intangibles:
1. User profiles:
a. Type of person or organizaOon using the brand.
i. Demographic factors: gender, age, race
ii. Psychological factors: careers, social issues, ajtudes toward life
b. Example: Brand used my many people -> view the brand as popular.
2. Purchase and usage situaOons:
a. Purchase situaOons based on different consideraOons:
i. Type of channel (online, department store, speciality store)
ii. Specific store
iii. Ease of purchase and associated rewards
b. Usage situaOons based on different consideraOons:
i. Time of the day, week, month when brand is used
ii. Place where the brand is used (inside or outside home)
iii. Type of acOvity for which the brand is used (formal/informal)
3. Personality and values: Brands may take on personality traits and values
a. 5 dimensions of brand personality
i. Sincerity (down to earth, honest)
ii. Excitement (daring, up to date)
iii. Competence (reliable, intelligent, successful)
iv. Ruggedness (outdoorsy and tough)
4. History, heritage, and experiences:
a. Brands may take on associaOons with their past and with certain noteworthy
events in brand history. May involve personal experiences or experiences of
friends and family.
