Branding Concepts

Stages of Brand Development

1. Identity (Deep brand awareness) 2. Meaning (points of parity and difference) 3. Response (Positive accessible reactions) 4. Relationships (Intense active loyalty)

Brand Recognition

Ability to Recognize a brand once exposed to it. When decision is made in situations where a lot of competing info is present, recognition is more important

Brand Recall

Ability to retrieve the brand from memory when a certain cue is given

Brand Image

All associations that come to mind when you think of a brand

Brand Communities

Best manifestation of emotional branding. HOG and Apple Enthusiasts; Communities based on shared brand ownership

Brand Elements

Brand Names, characters, logos, spokespeople, slogans, jingles, packages, etc. to help in identification and differentiation of brands. These different components allow marketers to be free to choose however many brand elements in creating a brand. Should be memorable, meaningful, likable, transferable, adaptable, protectable

Brand Awareness is made up of...

Brand Recognition and Brand Recall

How do marketers create brand awareness?

Cause consumers to experience more of the brand. Associate rich multisensory cues with your brand. Repetition (pairing brand w/ song or jungle facilitates recall and recognizability)

Sophistication

Class and Charm

Excitement

Daring, spirited, imaginative, contemporary

Role of Packaging in Branding

Designing containers or wrappers for product has key strategy implications. Main implications are to facilitate brand recognition and differentiation at point of purchase, and aid in developing brand image and associations

Brand Equity

Different Outcomes result from the marketing of a branded product than if it were not branded

Sincerity

Down to Earth, honest, wholesome, and cheerful

Brand Awareness is important b/c

During low involvement situations, consumers often make a choice based on brand awareness. Even without a well formed attitude, a minimum level of brand awareness could influence choice

Drawbacks of Loyal Consumers

If brand is perceived to be regressing in its promisses, it can cause severe backlash from loyal consumers. Anti-Brand activists will raise awareness about what they perceive to be excesses of corporate capitalism in forms of boycotts, negative publicity, and cultural jamming

Brand Awareness Increases chances of...

Including brand in the consideration set and ultimately choosing it

How does effective brand help a company?

It will increase Brand Equity by having a consistent set of traits which adds value in addition to its functional benefits

Ruggedness

Masculinity, Toughness

Brand Personality

Personification of a brand which the consumer can relate

Competence

Reliability, Intelligence, Success

Brand Personality Dimensions

Sincerity Excitement Competence Sophistication Ruggedness

Emotional Branding

Strategic objective is to forge strong and meaningful emotional/feelings based bonds with consumers and to become part of their life and memories. Typically considered the central pillar of market differentiation and sustainable competitive advantage