Professional Documents
Culture Documents
CHAPTER
Department of Marketing
University of Dhaka
Learning Objectives
1.2
What Is A Brand?
A brand is a name, term, sign,
symbol, or design or a
combination of them, intended
to identify the goods or services
of one seller or group of sellers
and to differentiate them from
those of competition. -----AMA
AMA ???
1.3
What Is A Brand?
Yes!! or No!!
You all are a brand by all of your individual
rights and identities
1.5
Brand Elements
Name
Logo
Symbol
Package design
Slogan
Other Characteristic
1.6
Brand Elements
Brand Elements
Brand Name =
Mercedes Benz
Brand Mark =
Trade Mark =
Brand Name
+
Brand Mark
+
Trade Mark
= Brand
1.8
Brand
1.9
Brand
Provides functional
value
Implies physical
attributes and benefits
Is timeless???
1.10
Core Benefit
Generic Product
Expected Product
1.11
Attributes
Attributes
characteristics and features
Benefits
Benefits
functional and emotional
Values
Values
performance, safety & prestige
Culture
Culture
Mercedes
Mercedes--organized, efficient, high quality
Personality
Personality
Fanta
Fanta/Virginia
/Virginia Slim: female personality
Users
Users
the kind of consumer using it
1.12
Sophistication
Product
Organizational
Associations
Country Of Origin
User Imagery
Emotional
Benefits
Weight/Color
Price/Quality
Design/Features
Uses/ Value
Functional Benefits
Brand Personality
Symbols
Brand -Customer
Relationships
Self-expressive
SelfBenefits
Experimental
benefits
Life--styles
Life
1.13
1.
13
Addidas
Bata
Beautiful
Greek
Old
Feminine
Masculine
Orthodox
Strong
Strong
Bore
Smart
Stylish
Formal
Ambitious
Authoritative
Introvert
Cool
Powerful
Unsporty
Sexy
Dominating
Weak
Extrovert
Stable
Simple
Energetic
Commanding
Conservative
Young
Modern
Trustworthy
Lively
Bold
Caring
1.14
What Is Branding?
1.15
Brands as
identifiers
Names, logos,
Names,
slogans which
build awareness
and image
TO
Brands as experience
providers
Names, logos, slogans,
Names,
events,, customer contacts
events
and experiences which build
sensory,, affective, creative
sensory
relations and ways of being
with the brands
1.16
Emotional attachment
Corporate branding
Personalization;
ownership by
consumers
Multisensory brand;
synergy
HSP =Holistic
=Holistic Selling Proposition (After
(After 2000
2000s)
s)
http://www.slideshare.net/paulsjr/brief--history
http://www.slideshare.net/paulsjr/brief
history--of
of--branding
1.17
Advantages of Branding
1.19
1.20
Starbucks
USA
1.21
To build
brand
power, we
need to
know
where we
are and
determine
how to get
to higher
levels
Brand
Initiation
(where brands
become
products)
Brand with
Differentiation
1.25
Brand with
Equity
Brand
Relevance
Brand
Equity
Brand Power
is a function of Differentiation, Relevance, and Equity
BP=f(D,R,BE)
1.27
1.28
1.29
Brand Equity:
Derived from experience
experience--based associations with the
brand, and the emotional connections that grow from
them
1.30
1.31
Brand Loyalty
1.32
Brand Loyalty
Loyal customer base depends on:
Trust
Affinity
Consistency
Social bonds
Accessibility
Psychological bonds
Responsiveness
Financial bonds
Commitment
Structural bonds
1.33
Brand Loyalty
Trust: willing to rely on brand
Consistency: no variation in quality
Accessibility: accessible to customers
Responsiveness: quick response to customers
Commitment: dedicated to customers
Affinity: identify with brand
Social bonds: customercustomer-seller relation
Psychological bonds: influencing personality, lifestyles
Financial bonds: discounts offering
Structural bonds: physical connection between buyers and
sellers systems
1.34
1.35
Urban
Refreshing
Black
Cola
Fun
Coke
Pepsi
Good
Times
US
Young
S. Khan
Orange
Fanta
Mirinda
Sweet
Rebel
1.36
To Sum Up ....
Through branding, organizations:
1.37
1.38
Continued
1.40
Roles to Consumers
Continued
1.41
Functional risk
riskThe product does not perform up to
expectations
Physical risk
riskThe product poses a threat to users health
Financial risk
riskThe product is not worth the price paid
Social risk
riskThe product results in embarrassment
Psychological risk
riskThe product affects the mental wellwellbeing
Time risk
riskThe failure of the product results in an
opportunity cost of finding another satisfactory product
1.42
Roles to Firms
1.45
1.47
A Diamond Is Forever
1.48
Professional Services
Geographic Locations
1.58
1.59
To Sum up....
Financial commitment
Relentless innovation
1.62
Increases CV incrementally
Increases CV exponentially
1.63
1.64
1.65
1.66
4. Analyze Competition
1.67
Strong Brands
1.69
5.
6.
7.
8.
9.
10.
Apple
Google
Coca--Cola
Coca
Microsoft
IBM
Toyota
Samsung
GE
MacDonald's
Amazon
2015 ($Billion)
170.28
120.31
78.42
67.67
65.09
49.05
45.30
42.27
39.81
37.85
1.70
Economic
downturns
Brand
proliferation
Media
transformation
1.71
1.72
Parity Brands
Brands offer only similar values
Inferior Brands
Brands offer lesser value or suffering
competitive disadvantage
Mismatch Brands
Brands offer value not in the line
with customer needs
Over-priced Brands
OverBrands offer superior value but at
a higher sacrifice
Brand Equity
Brand Equity
Brand Equity
Equity Competitive Advantages
Trade leverage
1.76
1.77
1.78
1.79
Brand audits
Brand audits
audits:: A comprehensive examination of a brand to, assess
its health, uncover its sources of equity, and suggest ways to
improve and leverage that equity
BE management system:
system: A set of organizational processes
designed to understand and use of the BE concept within a firm
1.81
1.82
1.83
1.84
1.85
1.86