Brand Communication Management

Introduction to Brands and

Brand Management

© 2010 Diederich Bakker

Apple iPod
 A brand is a name, term, sign, symbol, or
design which is intended to identify the goods
or services of one seller or group of sellers and
to differentiate them from those of competitors.

Brand Architecture (accessed APG 25 June 2004)

Brandr (to burn)
 What is a brand?

• Sum total of consumer perceptions and feeling

about a product/service*
• A brand is something that resides in the minds of
consumers
• …competition is …in the form of packaging,
services, advertising, customer advice, financing,
delivery arrangements, warehousing, and other
things that people value.**

*Keller, 2003
**Lewitt, Ted, Keller, 2003
 What can be branded?

• a physical good (B2C, B2B)

• a service
• a retail store
• a person
• an organization
• a place
• an idea or a cause
What can be branded?
Positioning
 The Importance of Brands to Consumers

• Identification of the source of the product

• Assignment of responsibility to product maker
• Risk reducer
• Search cost reducer
• Promise, bond, or pact with product maker
• Symbolic device
• Signal of quality
 The brand equity concept

• It stresses the importance of brand role in marketing

strategies.

• Brand equity is defined in terms of the marketing

effects uniquely attributable to the brand.
– Brand equity relates to the fact that different outcomes
result in the marketing of a product or service because of its
brand name, as compared to if the same product or service
did not have that name.
 Power of Branding

Blind test Test with revealed brands

60 70

50 60
50
40
51
40
30 51 51 65
30
20 44
20
10 10
23
551 12
0 0
Prefer Pepsi Prefer Coke neither/nore Prefer Pepsi Prefer Coke neither/nore
Source: Chernatony, McDonald, 1992,
What are the strongest brands?
What are the strongest brands?

Source: www.interbrand.com
“Best Global Brands 2008”
 Branding Challenges and Opportunities

• Savvy customers

• Brand proliferation

• Media fragmentation

• Increased competition

• Increased costs

• Greater accountability
 Strategic Brand Management Process Keller, 2003

STEPS KEY CONCEPTS

Mental maps
Identify
Identify and
and Establish
Establish Competitive frame of reference
Brand
Brand Positioning
Positioning and
and Values
Values Points-of-parity and points-of-difference
Core brand values
Brand mantra

Plan
Plan and
and Implement
Implement
Mixing and matching of brand elements
Integrating brand marketing activities
Brand
Brand Marketing
Marketing Programs
Programs Leveraging of secondary associations

Brand Value Chain

Measure
Measure and
and Interpret
Interpret Brand audits
Brand
Brand Performance
Performance
Brand tracking
Brand equity management system

Brand-product matrix
Grow
Grow and
and Sustain
Sustain Brand
Brand Brand portfolios and hierarchies
Equity
Equity Brand expansion strategies
Brand reinforcement and revitalization
 Next Lecture

• Introduction to Integrated Marketing

Communications: Using Advertising and
Promotion to build Brands
• Brand Communication Partners: The Client –
Clients’ demands of an agency
• Do your readings