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ran anagemen
Lecture # 3
Imran Akram
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z
u ev
z Building a Strong Brand
The Four Steps of Brand Building
z Customer Based Brand Equity looks a brand as a
sequence o eps..z Each of which is contingent on successfully achieving the
ob ective of revious one
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e our eps o ran u ng
1. Ensure identification of the brand with customersand an association of the brand in customers
minds
.
of consumers
.
identification and brand meaning
4. Convert brand response to create an intense,
active loyalty relationship between customers andthe brand
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Four Questions Customers ask about
Brands
.
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 E uit P ramidBased Brand E uit P ramid
RESONANCEme?
4. RELATIONSHIPS =What about you and
me?
INTENSE, ACTIVELOYALTY
JUDGMENTS FEELINGS3. RESPONSE =What about you?
RATIONAL &EMOTIONALREACTIONS
2. MEANINGPOINTS-OF-
PARITY &PERFORMANCE IMAGERY
What are you?=
What are you?POINTS-OF-DIFFERENCE
DEEP BROADSALIENCE
Who are you?
1. IDENTITY=
Who are you?
DEEP, BROADBRAND
AWARENESS
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Subdimensions of brand building
oc s
Resonance
Attachment
Community
Engagement
4 Brand Relationships (WHAT About YouAND ME?)
Judgmentsee ngsua y
Credibility
Consideration
Superiority
arm , un
Excitement,
Security, Social
Approval,Self-Respect
3 Brand Response (WHAT About You?)
Performance
Imagery
2 Brand Meaning (WHAT Are You?)
User Profiles
Purchase and Usage
Situations
Personality & Values
Brand Characteristics
& Secondary Features
Product Reliability,
Durability & Serviceability
Service Effectiveness, Efficiency,
1 Brand Identity (WHO Are You?)
, ,Experiences
mpa y
Style and Design; Price
Category Identification
Needs Satisfied
Salience
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Salience Dimensions
..
z Building awareness helps customers understand
1. Brand Easily recalled or recognized2. e pro uc or serv ce ca egory n w c ran
competes
-products)- is designed to satisfy
3. To what extent is the brand to of the mind- Brand
Recall)
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The Brand Awareness P ramid
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Salience Dimensions
To understand brand recall
z ep rea o ran awareness
1. The depth of brand awareness
z measures how likely it is for a brand element will come to
.
z a brand easily recall has a deeper level of brand
awareness
2. The breadth of brand awareness measures
z the range of purchase and usage situations in which the
brand element comes to mind.
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Performance Dimensions
z Product itself- heart of brand e uit
z Designing and delivering a product that satisfies
-
successful marketing
z
z ..How well the product or service meets customers more
unc ona nee s.
z Five important type of attributes and benefits often underlies
the brand performance
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er ormance mens ons
.
z Essential ingredients- necessary for a product to work
z Supplementary features- customization, more versatile,
personalized usage.
2. ro uc re a y, ura y, an serv cea y
z Reliability- measure the consistency of the performance
z Durability- is the expected economic life of the product
z erv cea y- ease o repa r ng e pro uc nee e .
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er ormance mens ons
. , ,
z ..How well the brand satisfies customer service
z ..describes the speed and responsiveness of service
z ..The extent to which service providers are seen astrusting, caring and having the customers interest in
mind.
4. Style and design
5. r ce
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magery mens ons
z ..
meet customer psychological or social needs
z refers to Intangible aspects of the brand
z User rofiles
z Purchase and usage situations
z Personality and values
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Imagery Dimensions
User Ima er
Associations of a typical brand user may be based onz Descri tive demo ra hic factors
z Gender (feminine or masculine association)
z
Agez ace
z Income
z Psychographics factors
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magery mens ons
z Associations of a typical usage situation may be
z time of day, week or year,
z the location (inside or outside the home), orz the type of activity (formal or informal).
z or examp e,
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Imagery Dimensions
Brand Personality
The set of human characteristics associated with a givenbrand.
Modern
Old Fashioned
Lively
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Dimensions of Brand
ersona y
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The FIVE CORE DIMENSIONS OF
PERSONALITY
z Down to earth- (family oriented)z Honest (Sincere, real, caring, thoughtful)
z Wholesome (original, genuine, classic)
z Cheerful (friendly, warm, happy, sentimental)
z Exam les
z Excitementz Daring (trendy, exciting, off beat, flashy)
z Spirited (cool, young, lively, adventures)z Imaginative (unique, humorous, surprising, artistic, fun)
, ,
z Examples
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The FIVE CORE DIMENSIONS OF
PERSONALITY
z
Reliable (hardworking, efficient, trustworthy, reliable)z Intelligent (technical, corporate, serious)
, ,z Examples
z Upper class (glamorous, good looking, sophisticated)
z Charming (feminine, smooth, sexy gently)
z Ruggednessz
z Tough (strong, no- nonsense, rugged)
z Examples
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magery mens ons
z , ,
z Past
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Judgment Dimension
z Brand Judgmentsz ..are customers personal opinions about and
evaluations of the brand
our ypes o u gmen s
.
2. Brand Credibility
3. ran cons era on4. Brand Superiority
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Feelings Dimensions
z Brand Feelingsz ..are customers emotional responses and reactions
to the brand.
z Six Important type of feelings
a. arm
b. Fun
.
d. Security
e. Social A roval
f. Self-respect
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z the extent to which customers feel that they are in
z Brand Something Special--Love brand
z How Often - Frequency- customers purchase a brand & How
Much -Amount of repeat purchasesz Fellow Brand users or customers
z Customer are willin to invest time ener mone or other
resources in the brand
z Exchange correspondence / communication with other brand users or
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ran os on ng
z
Is at the heart of the marketing strategy
z . . . the act of designing the companys offer
and ima e so that it occu ies a distinct andvalued place in the target customers minds.
Philip Kotler
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ran os on ng
z o e .. ec ng on a pos on ng
requires
1. e erm n ng a rame o re erence
z (by identifying the target market & the nature of
com etition &
2. Ideal points-of-parity and points-of-difference
brand associations
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arge ar e
z z is the set of all actual and potential buyers who have
sufficient interest in income for and access to a
product.
z Market segmentationz divides the market into distinct groups of homogeneous
behavior, and who thus require similar marketing mixes.
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Brand Positioning >> Target Market
Consumer Segmentation bases
z User statusz Usage rate
Values, opinions,attitudes, activities,
z
z Brand loyalty
z
Benefits sought
lifestyle
z Demographicz Income
z Geographicz International
z Agez Gender
z Race
z
eg ona
z Family
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r er a or egmen a on
z Size: Is there adequate sales potential in the
z Accessibility:Are specialized distribution outlets and
communication media available to reach thesegment?
z Responsiveness: How favorably will the segment
respon o a a ore mar e ng program
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Brand Positioning >> Competitive
cenar o
competitors?z What is their size and market share?
z What is their positioning?
z Is there a unique space that can be occupied byour brand?
z Their
z Capabilities
z Likely intentions risk of new entrants
z Chose markets where consumers can be
profitably served
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Points-of-Parity
- -
z - -
z are attributes or benefits that consumers
,
z positively evaluate, and
z believe that the could not find to the same extent with acompetitive brand.
z Points-of-parity associations (POPs),z Not necessarily unique to the brand
z be shared with other brands.
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Brand Positioning >> Points of Difference
z CBBE- Strong, favorable and UNIQUE
z Either Functional, Performance relatedconsideration
Overall superior quality
Low cost provider
z
1. POD Similar to the notion of Unique Selling
2. Sustainable Competitive Advantage (SCA)
z superior value in the market place for a prolonged
period of time.
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Brand Posit ionin >> Points of Paritz 2 types1. Category Points of Parity legitimate and credible
feature
..
z
z Makes our brand at ar with the cate or
2. Competitive POPs
z are the association designed to negate PODs ofcompetition
z Balanced use of POP and POD
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z Thank You