strong brand david a.aaker

8/13/2019 strong brand David A.aaker

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BRAND

MANAGEMENT


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BRNDName, term, sign, design symbol,

or the combination of them

that identify a product/service

of a company


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BRAND ISIMPORTANT.

WHY ? ? ?

It makes emotion agreementconsistent and stable

It can penetrate each

culture and market

It can create the interaction

communication toward the consumerInfluential in forming customer behavior

It ease buying decision process by customer

The ability to grow as the

biggest asset of company


4/24

Framework for Brand

Management

Market

Analysis

Consumer

Analysis

Company

Analysis

Brand

Ideas

Market

Niches

Product TruthConsumer TruthMarket Truth

Brand

Equity

Brand Platform

Brand Architecture

Communication(Marketing Mix )


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BRAND EQUITY

Definition :

A set of asset and liabilities linked to a

brand, its name, symbol, that add to orsubtract from the value provided by a

product or service to a firm and/or to that

firms customers.


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BRAND EQUITY CONCEPT

Brand equity

(Name, Symbol)

Perceivedquality

Brand

association

Other

propriety

brand asses

value to

company

value to

customer

Brand

awareness

Brand

loyalty


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V LUE TOCUSTOMER

INTERPRETATION /

PROCESSING OF

INFORMATION

CONFIDENCE IN THE

PURCHASE DECISION

USE SATISFACTION

V LUE TOCOMP NY :

EFFICIENCY AND

EFFECTIVENESS OF

MARKETING PROGRAMS

BRAND LOYALTYPRICES / MARGINS

BRAND EXTENSIONS

TRADE LEVERAGE

COMPETITIVE ADVANTAGE


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BRAND

AWARENESS


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The Awareness

Pyramid

Brand

Awareness:

The ability of potential

buyer to recognize or

recall that brand is a

member of a certainproduct category

Top

of mind

Brand Recall

Brand Recognition

Brand Unaware


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HOW BRAND

AWARENESS

WORKS TO HELPBRAND ?

Anchor to which other association

can be attached

Familiarity - Liking

Substance / Commitment

Brand to be considered


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HOW TOACHIEVE

AWARENESS

???

Be different & memorable

Involve a slogan or jingle

Symbol exposure

Publicity

Event sponsorship

Consider brand extensions

Using cues

Recall requires repetitionThe recall bonus


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ANYTHING LINKED IN MEMORY TO

A BRAND

BR NDSSOCI TION


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WHAT IS THEVALUE OF

BRANDASSOCIATION

HELP PROCESS/RETRIEVE INFORMATION

DIFFERENTIATED

REASON TO BUY

CREATE POSITIVE ATTITUDE / FEELINGS

BASIS FOR EXTENSIONS


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ASPECTS OF BRAND

ASSOCIATION

CUSTOMERS CONFIDENCE

TOWARD BRAND

BRAND

ABSTRACTNESS

CUSTOMERS FAVORABLE

TOWARD BRAND


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PERCEIVED QUALITY

CUSTOMER PERCEPTION OF THE

OVERALL QUALITY OR SUPERIORITY

PRODUCT OF A PRODUCT OR

SERVICE WITH RESPECT TO ITS

INTENDED PURPOSE, RELATIVE TO

ALTERNATIVES


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PERCEIVED QU LITYDIMENSIONSERVICE

TANGIBLES

RELIABILITY

COMPETENCERESPONSIVENESS

EMPATHY

PRODUCTPERFORMANCE

FEATURES

CONFORMANCERELIABILITY

DURABILITY

SERVICEABILITY

FIT & FINISH


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21/24

BR ND LOY LTY

A measure that could give description

about the possibility whether

the consumer will switchto another brand, mainly when the brand

is changing (the price or

other attributes).


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VALUE OF

BRAND

LOYALTY

REDUCED

MARKETING

COSTS

TRADE

LEVERAGE

ATTRACTING

NEW

CUSTOMER

PROVIDE TIME TO RESPOND TOCOMPETITIVE THREATS


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BRAND LOYALTY PIRAMID

COMMITTED

BUYER

LIKING THE BRAND

SATISFIED BUYER

HABITUAL BUYER

SWITCHER


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CREATING & MAINTAINING

BRAND LOYALTY

TREAT THE CUSTOMERRIGHT

STAY CLOSE TO THE

CUSTOMER

MEASURE/MANAGE

CUSTOMER SATISFACTION

CREATE SWITCHING COSTS

PROVIDE EXTRAS

BRAND

LOYALTY

strong brand david a.aaker

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