Professional Documents
Culture Documents
Lecture # 3
Imran Akram
2 2.
3 3.
4.
Ensure identification of the brand with customers and an association of f the brand in customers minds Establish the totality of brand meaning in the minds of consumers Elicit the proper customer responses to the brand identification and brand meaning Convert brand response to create an intense, active loyalty relationship between customers and the brand
4.
Who are you? (brand identity) What are you? (brand meaning) What about you? What do I think or feel about you? (brand responses) What about you and me? What kind of association and how much of a connection would ld I like lik to t have h with ith you? ? (brand (b d relationships)
PERFORMANCE
IMAGERY
SALIENCE
Judgments
F li Feelings
3 Brand Response (WHAT About You?)
Performance
User Profiles Purchase and Usage Situations Personality & Values History Heritage History, Heritage, & Experiences
Imagery
2 Brand Meaning (WHAT Are You?)
Salience
Salience Dimensions
z
2.
3.
which of their needs the brand brand- (through these products)- is designed to satisfy To what extent is the brand top p of the mind- ( (Brand Recall)
Salience Dimensions
To understand brand recall
z
1.
measures how likely it is for a brand element will come to mind and the ease with which it does so. z a brand easily recall has a deeper level of brand awareness
2.
z
Performance Dimensions
z
Designing and delivering a product that satisfies consumer needs and wants is a pre-requisite pre requisite for successful marketing
Brand Performance
z
Five important type of attributes and benefits often underlies the brand performance
P f Performance Dimensions Di i
1 1.
z
2.
z
z z
P f Performance Dimensions Di i
3 3.
..How well the brand satisfies customer service requirements ..describes the speed and responsiveness of service ..The extent to which service providers are seen as trusting, caring and having the customers interest in mind.
z z
4. 5.
I Imagery Dimensions Di i
z
.. the ways in which the brand attempts to meet customer psychological or social needs
z z z
Imagery Dimensions
User Imagery g y
Associations of a typical brand user may be based on z Descriptive p demographic g p factors
z z z z
Psychographics factors
I Imagery Dimensions Di i
Usage Imagery
z
time of day, week or year, the location (inside or outside the home), or the type of activity (formal or informal).
F example, For l
Imagery Dimensions
Brand Personality
The set of human characteristics associated with a given brand. Modern Lively Old Fashioned Lively
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Sincerity
z z z z
Down to earth- (family oriented) Honest (Sincere, real, caring, thoughtful) Wholesome (original, genuine, classic) Cheerful (friendly, warm, happy, sentimental) z Examples p Daring g( (trendy, y exciting, g off beat, flashy) y) Spirited (cool, young, lively, adventures) Imaginative (unique, humorous, surprising, artistic, fun) Up-to-date (independent, (independent innovative, innovative aggressive) z Examples
Excitement
z z z z
Competence
z z z
Reliable (hardworking, efficient, trustworthy, reliable) Intelligent (technical, corporate, serious) Successful (leader (leader, confident confident, influential) z Examples
Sophistication
z z
Upper class (glamorous, good looking, sophisticated) Charming (feminine, smooth, sexy gently) z Examples Outdoorsy (masculine, athletic active, western) Tough (strong, no- nonsense, rugged) z Examples
Ruggedness
z z
I Imagery Dimensions Di i
z
z z
Judgment Dimension
z
Brand Judgments
z
Feelings Dimensions
z
Brand Feelings
z
Resonance Dimensions
z
the extent to which customers feel that they are in sync with the brand
Brand Something Special--Love brand
How Often - Frequency- customers purchase a brand & How Much -Amount of repeat purchases
z
Customer are willing g to invest, , time, , energy, gy, money y or other resources in the brand Customer Brand Ambassador
z
Is at the heart of the marketing strategy . . . the act of designing the companys offer and image g so that it occupies p a distinct and valued place in the target customers minds.
Philip Kotler
(by identifying the target market & the nature of competition) p ) &
2.
T Target t Market M k t
z
A market
z
is the set of all actual and potential buyers who have sufficient interest in, , income for, , and access to a product.
Market segmentation
z
divides the market into distinct groups of homogeneous consumers who have similar needs and consumer behavior, and who thus require similar marketing mixes.
Target Market
z
Behavioral
z z z z z
Psychographic
Values, opinions, attitudes, activities, lif t l lifestyle
User status Usage rate Usage occasion Brand loyalty Benefits sought
z
Demographic
z z z z z
Geographic
z z
International Regional
Identifiability: Can we easily identify the segment? Size: Is there adequate sales potential in the segment? Accessibility: Are specialized distribution outlets and communication media available to reach the segment? Responsiveness: How favorably will the segment respond dt to a tailored t il d marketing k ti program? ?
Competitive
S Scenario i
z z z z z
For the selected TG who are the other competitors? What is their size and market share? What is their positioning? Is there a unique space that can be occupied by our brand? b d? Their
z z z
strongly associate with a brand brand, positively evaluate, and believe that they y could not find to the same extent with a competitive brand.
Points of Difference
1.
2.
POD Similar to the notion of Unique Selling Proposition (USP) Sustainable Competitive Advantage (SCA) z Ability to achieve an advantage in delivering superior value in the market place for a prolonged period of time.
Points of Parity y
2 types
Category Points of Parity legitimate and credible feature
z z
2.
Competitive POPs
z
Thank You