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7/27/2019 Lecture2 [Compatibility Mode]
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ran anagemen
Lecture # 2
Imran Akram
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u c ev s on
z z Types of Brandsz World TOP Brands 2012z Brand of the year Awardz Brand Equity
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Brand E uit as a
Brid e
marketing of a brand
z Direction for future marketing actions or programs
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ues ons
. 2. How do you build a strong brand ?
z Customer Based Brand Equity (CBBE)
z The differential effect that brand knowledge hason consumer response to the marketing of thatbrand.
Keller, 1993
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Making a Brand Strong
z Brand Knowledgez is the key to creating brand equity
z ,z Associative network memory model---
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Sources of Brand Equity
z ..as consisting of a brand node in memory
z 2 components
1. Brand awarenessz ..can measure as consumer s a ty to
identify the brand under different
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Brand Awarenessi. Brand Recognition
z ..relates to consumers' ability to confirm prior exposurew v u
z ..brand as having been previously seen (exposed) or heard.
ii. Brand Recallz relates to consumers ability to retrieve the brand from memory
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z product category,z e nee s u e y e ca egory,z or a purchase or usage situation.
z onsumers correc y genera e e ran rom memory w en g ven a re evanprobe
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Brand Recognition / Brandeca
Importance
When consumer decisions are madeat the point of purchase
When consumer decisions are made in settings away from the point of purchase..
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Advantages of creating a High Level of
Brand Awareness
1. Consideration advantagesz
.Likelihood that the brand will be a member of the consideration setz onsideration or Purchase
2. Choice advantagesz Consumers have to adopt a decision rule to Buy only
more familiar, well-established brands
z s a s ng ran wareness
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Brand Knowledge
2. Brand Ima ez is consumer perceptions of a brand
consumers memory.
z Brand Associationz are the other informational nodes linked to the
brand (node) in memory andz contain the meaning of the brand for consumers.
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Brand Image
z Creating a Positive Brand Image takes marketing
z that link strong, favorable & unique associations
z Consumer forms beliefs aboutz Brand Attributes
z are those descriptive features that characterize a product or
z Brand Benefitsz are the personal value and meaning the consumer attach to the
product or service attribute
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ran ssoc a ons
. benefit association
. v y
3. Uniqueness of Brand Associations
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Building a Strong BrandThe Four Steps of Brand Building
z as a sequence of Steps..
achieving the objective of previous one
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Four Questions Customers ask aboutBrands
. 2. What are you? (brand meaning)3. What about you? What do I think or feel
about you? (brand responses)4. What about you and me? What kind of
association and how much of a connection
wou e to ave w t you ranrelationships)
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CustomerCustomer- -Based Brand Equity ModelBased Brand Equity ModelINTENSE ACTIVE
Emotional RouteRational Route
Consumer-BrandResonance
INTENSE, ACTIVELOYALTY
me?
4. RELATIONSHIPS =
What about you andme?
ConsumerJudgments
ConsumerFeelings
RATIONAL &EMOTIONAL
REACTIONS
3. RESPONSE =
What about you?Judgments Feelings
POINTS-OF-PARITY &
POINTS-OF-. MEANING=
BrandPerformance
BrandImagery
DIFFERENCE
DEEP, BROADBRAND
What are you?
=
What are you?
Brand Salience
BRANDAWARENESS
Who are you?
1. IDENTITY=
Who are you?
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Subdimensions of brand buildingoc s
Resonance
AttachmentCommunityEngagement
4 Brand Relationships (WHAT About You AND ME?)
Judgmentsee ngsua y
CredibilityConsiderationSuperiority
arm , unExcitement,Security, Social
Approval,Self-Respect
3 Brand Response (WHAT About You?)
Performance
Imagery
2 Brand Meaning (WHAT Are You?)
User ProfilesPurchase and Usage
SituationsPersonality & Values
Brand Characteristics& Secondary Features
Product Reliability,Durability & Serviceability
Service Effectiveness, Efficiency,
1 Brand Identity (WHO Are You?)
, ,Experiences
mpa yStyle and Design; Price
Category IdentificationNeeds Satisfied
Salience
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Salience Dimensions
..
z Building awareness helps customers understandz
Brand Easily recalled or recognizedz e pro uc or serv ce ca egory n w c ran
competesz
-products)- is designed to satisfy-
Recall)
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The Brand Awareness P ramid
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Salience Dimensions
z Depth & Breadth of brand awareness
1. The depth of brand awarenessz measures how likely it is for a brand element will
come to mind and the ease with which it does so .z y vawareness
2. The breadth of brand awareness measures
which the brand element comes to mind.
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z
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