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89 Cards in this Set
- Front
- Back
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Leveraging Secondary Brand Associations
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brands may be linked to other entities
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Leveraging Secondary Brand Knowledge
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Indirect approach to building brand equity
-creation of new brand associations (Strong, favorable, unique) |
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Effects on Existing brand knowledge ``
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-Awareness
-Meaningfulness of knowledge -Transferability of knowledge |
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Ways brands create secondary associations
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-Company
-Country of Origin -Channels of Distribution -Other brands -Characters -Celebrity spokesperson -Events -3rd Party Sources |
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Ex. of Country of Origin ``
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Levis- USA
Chanel- France BMW- Germany Gucci- Italy Rolex- Switzerland |
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Secondary associations may lead to:
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-Response- Type Associations
-Meaning- Type Associations |
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Response - Type Associations
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-Judgements
-Feelings |
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Meaning- Type Associations
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- performance of service or product
- imagery of service or product |
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Co-Branding
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- 2 or more brands from same or diff. company made into joint product or marketed together
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Co Branding a.k.a.
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-Brand building
-Brand Alliances |
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Ex. of Co-Branding
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Kellogs pop-tarts w/ smuckers jelly
- Shell Mastercard |
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Ingredient Branding
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-type of co-branding that creates brand equity for materials, components, or parts contained in other branded products
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ex: of Ingredient Branding
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-Gore-Tex Water resistant fibers
-Stainmaster stain-resistant fibers -Teflon non-stick coatings |
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Licensing
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contractual arrangements where you can use the logos of other brands for a fixed fee
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Q-Ratings
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evaluate celebrities
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3rd Party Sources
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??
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Sponsored Events
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-contribute to brand equity by becoming associated w/ a brand and improving brand awareness
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Brand Research
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-identify potential sources of brand equity
-capture consumer mindset -uncover types of associations linked to brand & their corresponding strength, favorability, and uniqueness |
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Free Association is
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unstructured measurement
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Free Association:
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eliciting brand associations from consumers using open-ended probes
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Ex. of free association
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what do you like best about brand?
how is it different from other brands? What does the name mean to you? |
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Qualitative Research Techniques (Free association)
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Useful first step in exploring consumer brand & product perceptions
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Free Association provides
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indication of strength of brand associations
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Projective Techniques
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diagnostic tools to uncover the true opinions and feelings of consumers
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Ex. of Proj. Techniques
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If a Coach bag were an animal which one would it be?
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Types of Projective Techniques
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-Completion and Interpretation Tasks
-Comparison Tasks |
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ZMET
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Zaltman Metaphor Elicitation Technique
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ZMET belief
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consumers often have subconcious motives for their purchasing behavior
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ZMET
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technique for eliciting interconnected constructs that influence thought and behavior
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Steps of ZMET``
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-story telling
-missed images -opposite images -construct elicitation -summary image -mental map |
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Brand Personality
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human characteristics of traits that can be attributed to a brand
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Ex: of Brand Personality
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If the person were to come alive as a human what would it be like?
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The Big Five
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Jennifer Aker
-Sincerity -Excitement -Competence -Sophistication -Ruggedness |
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Competence
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reliable, intelligent, successful
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Excitement
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daring, spirited, imaginative, up-to-date
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Sincerity
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down to earth, wholesome,cheerful
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in Spain
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excitement replaced by Passion
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Ex. of Big 5
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Hallmark- sincerity
BMW- Competence |
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Proctor and Gamble Video
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- Ivory Soap
- 131 countries - made first commercials - target and understand consumers |
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Proctor and Gamble cornerstone to success =
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building brands
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Proctor and Gamble runs by a brand
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stand for something singular in a consumer's mind
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Crest Whitestrips
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Launched on INTERNET
** extremely successful |
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Experiential Methods
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elicit more meaningful responses
from consumers by get ting more involved in their home, work, or shopping behaviors |
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Ex. of Experiential Methods
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beeper studies
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Brand Positioning
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-Name
-Image -Service -Guarantees -Packaging |
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Brand Positioning =
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Act of designing the company's offer & image so that it occupies a distinct & valued place in the consumer's mind
**what brand is all about |
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"location" in minds of consumers
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Brand Positioning
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Marketers need to know ``
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-who target customer is
-who competitors are -how diff. from competitors -how same as competitors |
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Good Brand Positioning
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clarifies what brand is about, how it is unique, and why consumers should purchase it
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Brand Mantra
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Entire marketing program, it's products and how they are sold, reflects the key brand values conveyed
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Brand Mantra
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"heart and soul" of brand, short 3-5 word phrase that captures essence or spirit of brand positioning
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ex. of Brand Mantra
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MacDonalds- fun, food, family
GAP- Iconic American Style Nike- Authentic Athletic Performance |
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Brand Positioning Surveys
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Copernicus Marketing Surveys
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Brand Mantra
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defines the specific niche the brand occupies in the mind of the consumer
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Brand Mantra Addresses:
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-Target Segments
-Competitive Set -Differentiation -Proof |
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Frame of Reference
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from customer point of view
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Differentiation
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what makes brand unique
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Proof or Support
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what attributes and benefits support your claim?
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Strong Position
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demanded, differentiated, deliverable, and can be communicated
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Possible Brand Positions ``
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-Premium
-Value -Traditional -Innovative -Lifestyle -Ease of Use -Stylish -Performance -Biggest -Problem Solver |
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Branding Strategies
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The means by which the company can help consumers understand its products and services and organize it in their minds
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2 Strategic Tools of Branding Strategies
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-brand-product matrix
-brand hierarchy |
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Branding Strategy aka.
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branding architecture
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Branding Strategy
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reflects which brand elements, names, logos, symbols, etc, to apply to which new & existing products sold by the firm
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Brand Architecture
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Improve consumer understanding and communicate similarity and differences between individual products
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Brand Arcitecture
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-Clarify: brand awareness
-Motivate: brand image |
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-Motivate: brand image``
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Maximize transfer of equity to/from the brand to individual products to improve trial & repeat purchase
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Brand Product Matrix
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Graphical representation of all the brands & products sold by the firm
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Brand - Product Relationships
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Rows
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Product- Brand Relationships
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Columns
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Product- Brand Relationships are
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Brand Portfolio- set of all brands and brand lines that a particular firm offers for sale
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Brand-Product Matrix
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line & Category extensions sold under a particular brand
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Product Line
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A group of products within a product category that are closely related
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Product Mix aka.
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Product assortment
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Product Mix
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the set of all product lines and items that a particular seller makes available to buyers
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Brand Mix aka.
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Brand Assortment
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Brand Mix
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the set of all brand lines that a particular seller makes available to buyers
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Breadth of Branding Strategy
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breadth of product mix (how many product lines the firm should carry)
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Breadth of Branding Strategy Components
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- Aggregate market factors
- Category Factors - Environmental Factors |
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Depth of Product Mix
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how many varients to offer in each product line
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Depth of Branding strategy
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Number and nature of brands marketed in the product class
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Depth of Branding strategy aka
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Brand Portfolio
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Brand Portfolio
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maxmize market coverage & minimize brand overlap
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Volvo
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"Injury-Proof" Car
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Wal Mart
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Most Employees
-2mil. -more than U.S. Army |
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Exxon Mobil
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Company Worth the Most
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Nike
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#1 Apparel in U.S.
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Brand
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distinguishing name or symbol that identifies products or services offered by a retailer
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Brand Portfolio consists of
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ALL brands offered
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