Brand Management

Social Media

- 3 key characteristics: valence, receptivity, and customer susceptibility; positively affect customer spending, cross-buying, and profitability

Why does the B2B Branding Paradox Occur?

- A standardized offering can be positioned and labeled, whereas it is more difficult to do each of these with a customized offering whose boundaries are defined in collaboration with the customer

The Phenomenological Perspective

- Access to an 'inner reality' through researching what is felt, perceived, and thought - Closely linked with the existentialism branch of philosophy - Human experience of key existential topics (life, death, time, etc.) as the basis for understanding man - Phenomenological research assumes a socially constructed reality - Consumers are investigated as individuals and their inner and idiosyncratic realities are considered valid - Concerned with understanding the identity projects of consumers (individual identity)

Six Managerial Guidelines of the Consumer Based Approach

- Adopt a broad view of marketing decisions - Define the desired knowledge structures - Evaluate alternative tactical options regarding communication channels - Take a long-term view of marketing decisions - Employ tracking studies over time - Evaluate potential extension candidates

Corporate Image Theory

- Aim = to project one single image to all stakeholders, ensuring a consistent perception of brand image among stakeholders - A mosaic of impressions formed by a variety of formal and informal signals projected by the company - Short term -Exists entirely in the minds of stakeholders

Brand Strategy

- Aim: to enhance the internal and external opportunities of the brand - Must be strategic, visionary and proactive; long-term focus - Should not be perceived as something other than or as an addition to business strategy -Ideally, business and brand strategy should be developed simultaneously and support each other - Must resonate with consumers and differentiate the brand from competitors - Once brand vision has been established, customized range of elements that comprise the brand strategy should be prioritized and developed - Strategy will typically consist of a customized range of elements from the seven brand approaches

Identity Approach Managerial Implications

- Aligning vision and culture in practice -Alignment of the four supporting themes (image, reputation, organizational identity and corporate identity

Corporate Identity Theory

- An assembly of visual, physical or behavioral cues representing the company, making it immediately recognizable to consumers and other stakeholders -Visual Perspective and strategic perspective -About merging behavior and the visual identity

Identity Approach Assumputions

- Assumed that consumers attribute identity characteristics to companies and that people form images of companies based on the total experience of the company o Corporation and its employees at the center of brand equity creation

Websites

- Better liked, can increase sales if their characteristics match customers' cognitive styles

Connect People

- Brand advocacy, WOM; especially important for service brands - Consumer might need to engage and interact frequently with the brand and develop a sense of 'brand love' - Brand might need to send consumers the types of brand messages that would motivate them to pass these messages along to others

Assumptions of the Economic Approach

- Brand can be controlled and managed by the company - If management gets the marketing mix right, then the brand will be successful and strong - Consumers are more or less passive receivers of marketing messages, who analyze and evaluate brand messages rationally (economic man) - Individuals will always pursue self-interest and make consumption decisions that are based on rational parameters, deliver individual utility maximization and hence make the best rational choice possible

Adaptive Paradigm

- Brand has low strategic priority and a tactical focus - Customer as active and primary co-creator of value - Consumer as the source of brand meaning o The power of brand resides in the mind of the consumer - Comparable to Consumer-based approach

Associative Network Theory

- Brand image as a mental scheme formed by a network of concepts interconnected by linkages or associations - When a company launches an extension coherent with pre-existing associations, the brand scheme will assimilate the new concept with no significant alterations - If new extension substantially differs from the scheme: the latter changes and adapts to the new associations - Adaptation/assimilation processes as an anchor, adjusting to new info - Weight that consumers attach to the information will depend on its accessibility

Product Paradigm

- Brand is a low strategic priority - Customer is seen as passive player in branding process - Product-centered approach - The product and its functional benefits are central to the profitability of the organization - Brand has two functions: o Statement of legal ownership o Communicative tool upholding visual identification of differentiation in the marketing of the products of the company - Comparable to economic approach

Projective Paradigm

- Brand strategy is central for the overall strategy of the organization - Customer seen as passive player - Focus on usefulness of the brand on a strategic level - Brand seen as strategic entity that should be used as a template for the overall business model - Brand reflects purpose, ethics, and core competences in an organization and vice versa - Theoretical background à resource-based perspective - Comparable to identity approach - Internal business resources and competences as source of brand meaning - Goal: to create unique concepts based on sender identity

Development of the consumer-based approach and later approaches

- Branding is all about understanding the customers' mindset - Five dimensions forming the mindset: o Awareness, associations, attitudes, attachments, and activity o (awareness, associations and attitudes)à customer-based brand equity approach o Attachment à loyalty and resistance to change; relational approach o Activity à community approach

Brand Purchase Attributions

- By focusing consumer attention on extrinsic brand cues such as price instead of extrinsic cues such as quality, promotions make brands appear more similar > increase price sensitivity

Search Ads

- Can easily target consumers who search for less popular keywords - Higher positions of paid search ads can increase both the click-through rates and conversion rates

Brand Stack

- Centralized organizations that market standardized offerings - Brand as umbrella brand for the whole organization, overseeing the various line brands and modifier brands

Brand Park

- Companies that market standardized offerings, while operating a decentralized branding approach - Design capable of dealing with high levels of complexity - Acquired companies act as individual subsidiaries and retain their respective brands

Microeconomics

- Concept of invisible hand= allocates resources in a way that optimizes both the individual and societal beneficial use of available resources - All resources are allocated to where they will give the highest possible functional outcome or revenue

Considerations in developing a well-integrated marketing communications program for a brand

- Consistency: the exact same persuasive message can benefit from being reinforced in different ways across different communications - Complementarity: different communication options have varied strengths and weaknesses, which can meet different brand-related information needs for consumers and, thus, complement each other - Cross-effects: communication effects from consumer exposure to one communication option can be enhanced when consumers have had prior exposure to a different communication option

Why Short Term Strategies Don't Work

- Consumer Learning - Brand Purchase attributions - Stockpiling Behavior - Competitive Response

Consumer characteristics

- Consumer motivation, ability, and opportunity to process a communication determine the intensity and direction of that processing and the resulting outcomes that occur - If any of the characteristics is lacking, consumer processing of a communication will be impaired or may not even occur

Attribution Modeling

- Consumers go through complex, long, and interacting steps before conversion and purchase - Successful consumer decision for a brand can be derailed by failure at any stage

Build trust

- Consumers increasingly knowledgeable and skeptical about marketer influence attempts; increasing desire for product and message 'authenticity'

The Personality Approach Assumptions

- Consumers' need for identity and expression of self is a key driver of the consumption of a brand - If the symbolic benefits are expressed by imbuing the brand with a human-like character, then the brand will be strengthened significantly - Consumers bond with and act on brands with a brand personality to a greater extent than they do with brands that do not have a personality - consumers see themselves in the personality of the brand and can hence use the brand in their construction of identity and self - The more consumers perceive the brand personality as a reflection of own personality, the stronger the brand personality and brand

Methods for Measuring Brand Value

- Cost approach > Brand equity as the amount of money that would be required to reproduce or replace the brand - Market approach > Brand equity as the present cash flow value derived from the brand's future earnings

Assumptions of the Cultural Approach

- Cultural brand perspective adds the exchange between macro-level culture and brands to the picture - Insights on the way marketers can use cultural forces to build strong brands and what brands and branding do to culture - The consumer culture, rather than the individual consumer, is researched

Kalle Lasn (1999)

- Culture is no longer created by the people but by corporate America

Consumer-based approach assumptions

- Customer as owner of the brand - Outside-in approach; external strategy formation - Brand value creation takes place by shaping the brand associations held in the consumers' minds

E-mail

- E-mail Prompt purchases estimated to be at least 3 times that of social media - Media effectiveness improves with personalized e-mails

Early Adopters and brand self-congruence

- Early adopters of a brand are critical for the alignment of brand personality --> WHERE consumers seek inspiration from reference groups for brand consumption and use brands to demonstrate belonging to certain reference groups - Early adopters can be used, as a control group, to make sure that the brand actually expresses desired personally traits - If early adopters display personality traits that are similar to or in line with the personality of the brand, the brand personality will be reinforced - Brand self-congruence can be used as a measure for evaluation of how the brand personality interacts with the self of consumers

How is it assumed that brand management can endow brands with value?

- Economic & identity approaches: assume that brand value is created in the domain of the marketer - Consumer-based approach: it is a thorough understanding of the consumer that is presumed to be at the heart of superior brand value creation - Personality and relational approaches: creation of brand value is presumed to be dialogue-based and takes place in dyadic exchange between the consumer and the marketer - Community approach: adds the triadic brand- consumer relationship to the assumptions of what drives brand value creation - Cultural approach: addition of macro-level culture makes the assumed brand value creation very complicated, as the marketer is assumed to be dependent on macro and consumer culture more than on the exchange with one or more consumers

Long-Term Perspective to brand management

- Firms should take a longer-term perspective to managing their brands, which involves: > Developing long-term metrics > Retaining longer histories of data on brand performance - Two measures of brand performance: > Quantity premium (or baseline sales) and the price premium (or reciprocal of the price elasticity) - All else equal, higher baseline sales increase units sold, and a higher price premium equates to greater per unit margins - Short-term oriented measures such as sales should be supplemented with the long-term metrics to obtain a more complete view of brand performance

Brand icons

- Have to address the most general concerns of the time in the most skillful way - Have to perform more representative and powerful myths to mainstream culture than the identity brand - Rise to icon status is mainly through advertising; aided by product placement and viral branding

Animism

- Human personalities are transformed into brand personalities and consumers interact with brands that suit their self expressive benefits best - Archetypes are widely used as basis of brand development and advertising

Will the business support a new brand name?

- If the business is ultimately too small or short-lived to support necessary brand building, a new brand name will simply not be feasible - It is costly and difficult to establish and maintain a brand!

Elicit Emotions

- Importance of emotional, social, and symbolic benefits and purchase motivations for branded products

How does corporate identity contribute to brand identity?

- It ensures that input from strategic management (vision & mission) is implemented in the creation and management of brand identity - It ensures that the brand identity is represented visually through management of product design, logo name and so on, encompassing all visual representations of brand identity

The brand-consumer exchange and transaction

- It is equally important to - Supply the best deal - Reduce the transaction costs associated with the search, purchase, and consumption of a product - Relationship a company has with the market focuses on price, demand, and supply - Transaction costs= barriers the economic consumer might encounter when finding the best possible deal that make it difficult to choose the right brand or product - Marketers can ensure that the right product, at the right price, is made known and accessible to consumers through adequate brand management - Exchange between brand and consumer --> transaction-like nature - Communication: linear and rather functional - Consumption: the result of consumers' insatiable desire for goods and services; not influenced by social interaction, culture or the well-being of others - Key factors when consumers make consumption choices à awareness, price, and income - Brands: as signals that can reduce uncertainty of the transaction Primary goal: to achieve a transaction- exchange analyzed as isolated event

Why PL is growing

- It is expected that consumers increase their private-label purchases when the economy is struggling - When an economy recovers from recession, changed shopper behavior often remains > Consumers will maintain a more cautious approach with regard to household expenses, having developed a habit of seeking and expecting value for their money

Core theme Economic brand

- It operates in a market, where the consumer is assumed to make primarily rational consumption decisions, and the interactions with consumers are standalone isolated events rather than an ongoing relationship - Utility attributes of the brand against its price relative to competitors, level of awareness and recognition, and accessibility

Why do managers plan in quarters?

- Managers are judged on quarterly sales since investors are focused on these numbers - Link between discounts and current quarter's sales are transparent - Hard numbers drive out soft- lead managers to manage brands by the data they have, not the data they need

Convey detailed information

- Marketers must convince consumers of the advantages of choosing the actual products or services identified with the brand

Cost

- Marketers must evaluate marketing communications on all these criteria against their cost to arrive at the most effective and most efficient communications program - Can conduct A/B split field experiments, using tracking metrics on business metrics that feed into ROI assessments

Mobile

- Mobile consumers are more likely to go directly to a retailer's site or app than to use a search engine - Consumers deliberate less and make purchases more by impulse - Mobile ads and coupons are more effective when customized

Image and Reputation Data Methods

- Object of analysis = positioning of the company image in relation to competitors & research of image from the receivers' point of view o Use of surveys and laddering techniques o Methods from cognitive and social psychology - Key elements when understanding the formation of an image and the mechanisms behind how image and reputation can be studied: o Perception: - the process of meaning creation where the brain identifies input patterns and recognizes certain elements as being intertwined o Cognition: - the mental images capturing spatial relationships and ensuring recognition o Attitudes: - the general evaluations people make of themselves, other people, objects and issues

Brand-consumer exchange

- Ownership of consumer more evident than in previous approaches - Equal exchange between brand and consumer - Aims at understanding the lives of consumers in a holistic manor

Inspire Action

- Particular kinds of messaging are often required when the goal is the inducement of action and behavior from consumers who are already favorably predisposed to the brand

Display Ads

- Positively affect visitation to a firm's website for users in most stages of the purchase funnel but may not do so for those who previously visited the site without creating an account

Consumer learning

- Price promotions can lead persons to increase their expectations that an ensuing deal is forthcoming - Consumers learn to lie in wait for a discount = lower baseline sales in the long run; higher apparent promotional lift over that baseline as people buy more exclusively on deals; bulk of product moves off-invoice and margin decrease

Economic Approach Managerial Implications

- Primary focus= to eliminate the barriers to exchange and facilitate the next transaction - Marketing mix as best toolkit for the approach - Push approach to the marketing of brands - Short term focus resulted from the use of marketing mix as primary tool to manage brands - Marketer is concerned with 'hooking new clients' and sales figures - Exchange between brand and consumer is reduced to the isolated transaction - Brand-building qualities are difficult to catch sight of - Model of exchange from micro-economics is a purely theoretical model --> assumptions and key models are result of theorizing, rather than empirical research - Economic approach criticized for not portraying the world of consumption adequately --> how the approach deals with or does not deal with consumers - Individual preferences violate utility theory--> different people have different preferences, which cannot be explained by theories of maximization

Competitive response

- Promotions increase but sales do not = lowering margins

Critique of Quantitative Methods and Scaling Techniques

- Quantitative scales tend to be developed under a laboratory setting and may not be the best survey tool - Aaker solved issues by combining quantitative study with qualitative methods

Brand Value

- Reduces the costs of doing business - Represents a formidable competitive advantage - Act as a barrier to entry against upstart competitors

Brand Relationship Theory

- Relationship forms resemble human relationships in the way they help fullfil goals and desires at the different life 'levels' of life themes, life projects and current concerns - A person with few but deep and lasting human relationships will also typically display loyalty to a few preferred brands, while a person who prefers to experiment more in the people department will also have a tendency to be rather experiential, when it comes to brand choices!

Depth interview

- Requires a prior agreement and a set time, date, and place in order to be successful - It is important that the interviewee is well aware of the magnitude of the task prior to the interview - Interviewer should be well prepared for the interview, but should still remember that it is the respondent's experiences that are of interest -Biographical questions: asked to record who the person is, and to get the talk going -Grand-tour opening questions: very broad questions opening up for the interview -Prompting techniques: techniques to express interest to help the interviewee along and make them elaborate on the topic

What would make a brand equity transfer difficult?

- Resources required to change the acquired name are not available - Associations of the acquired brand are strong and would be dissipated with a brand name change - There is an emotional bond, perhaps created by the organizational associations of the acquired brand that may be difficult to transfer - There is a fit problem= the acquiring brand does not fit the context and position of the acquired brand

Stockpiling Behavior

- Responsiveness to deals is simply the shifting of purchases over time > Amplifies the effect of deal response by simply borrowing sales from the future

Create awareness and Salience

- Salience: brand is associated with a wide variety of cues such that the brand is recalled easily and often

Brand Tower

- Selling customized offerings à unique challenges - Firm defies discrete definition, and falls along a continuum of possibilities that is often tailored to specific customer requirements - Customers' perceptions of risks tend to be elevated, as they are unable to judge the quality of the offer, and face potential variability

Brand-Consumer exchange

- Strong emotional bond between brand and consumer - Exchange is interactive and dyadic, revolving around the exchange of symbolic benefits - Exchange takes place between one brand and one consumer - Because a brand personality sets off a process of social identification between the brand and the self of the consumer - It is assumed that the fulfillment and expression of self is one of the strongest basic driving forces that predispose consumers to act on and consume brands

Managerial Implications for the relational approach

- The management has to be founded on meaning - The marketer is offered the opportunity to go far beyond the concept of brand loyalty - A relationship is a volatile entity - The amount of information can be overwhelming - The brand has to act as a true friend

When is a name change wise?

- To avoid channel conflict - channel conflict can preclude using established brands - An existing channel may be motivated to stock and promote a brand because it has some degree of exclusivity - An existing channel will support a higher price in part because it provides a higher level of service

projective techniques

- Unstructured, indirect forms of questioning that encourage respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern - Types: >association techniques >construction techniques >expressive techniques

Laddering Method

- Useful to elicit the higher-order benefits and values offered by the brand beyond immediate product, user, or usage-related attributes - Works by asking consumers to explain why the first elicited associations are important for them and then why these benefits are important

Zaltman Metaphor Elicitation Techniques

- ZMET - Use of qualitative methods to elicit the metaphors, constructs, and mental models that drive customers' thinking and behavior

Product Development

- a brand seeks out new and expanded characteristics that customers evaluate favorably - Improvement in brand evaluation is therefore critical to brand (product) development

Brand

- a name, term, sign, symbol, or design, or a combination of them which is intended to identify the goods or services of one seller or a group of sellers and to differentiate them from those of competitors · Linked to the identification of a product and the differentiation from its competitors, through the use of a certain name, logo, design or other visual signs and symbols

Opportunity

- affected by several aspects of time and place of message exposure - Certain media seem more suitable for messages that remind or trigger action rather than for messages that aim to persuade through detailed info - Other media are suitable for messages that inject more emotion and imagery into brand perceptions

Brand Image

- consumer perceptions of a brand as reflected by the brand associations held in consumers' memory Measures: - use/adapt existing list of brand associations - start from scratch by eliciting brand association, then measure the strength of these associations - Brand Personality List, Projective Techniques, Laddering Method, Zaltman Metaphor Elicitation Techniques -Outcome = list of positive and negative associations consumers have with the brand, ranked by their strength

Association Techniques

- consumers see a stimulus and are asked to respond with the first thing that comes to his/her mind

Semiotics Mehtods

- deconstructing the meaning displayed in commercial communications - samples of commercial communications are the objects of study and should be deconstructed accordingly - objects are supposed to be made strange and unfamiliar in order to go beyond the taken for granted meanings - semiotic codes should then be de-coded, and the intertextual strings of signs deconstructed

Ability

- depends on the amount of prior familiarity and knowledge with the brand and category - Interactions across motivation, ability, and opportunity factors can have important implications for IMC planning

Motivation

- desire to process incoming information varies with the extent to which the consumer views it as potentially helping with the brand choice task at hand - It increases with the level of perceived risk and the degree to which the category-level need is salient or pressing

Brand Silos

- difficult it becomes to articulate the brand promise, and to make the benefits "real" to the customer - Problem further compounded when firm markets a variety of unique and distinct customized offerings to different customer segments, in a decentralized manner - Every family brand is specific to one of its operating companies, addressing specific customer needs while mitigating risks specific to that company and market - Umbrella brand backs up all family brands either directly by joining elements of the umbrella and family brand or indirectly by highlighting the family brand and connecting it to the umbrella brand - Umbrella brand addresses corporate customer needs, whereas the family brand can tackle specific customer concerns

Market Development

- getting more segments of consumers to consider the brand for adoption - Increased brand consideration is central to market development

Brand Audit

- health of a brand - Consists of a brand inventory and a brand exploratory

Brand evaluation

- how favorably customers perceive a brand - Process of attribution: how people assign credit or blame for the observed performance 1. Locus: whether the cause (of good or bad performance) is viewed as internal or external to the focal brand 2. Stability: the constancy of the cause associated with the outcome 3. Control: whether a particular brand is in a position to drive or avoid the performance outcome

Cobranding integration

- how tightly the brands are connected in form and structure - The extent to which the partnering brands are interwined in form and function - High integration = multiple brands are paired together to make a complete product - Low integration= the joint presentation of brands that largely remain separate in form, and joint use may be desirable but certainly not necessary

Decentralized Branding

- independent organizations dealing with different customer segments > Family brands = including line and modifier brands, deriving from the standardized nature of the market offering >Firms try to decentralize their brand architecture when: - They acquire brands in new regions of the world where they lack brand equity - They acquire new brands specifically targeted towards strategically different segments - The acquired brand has a strong reputation in the market

Competence Information

- information pertaining to a person or company's ability to deliver on the brand promise made to the consumer - Negative information might concern a company's failure to meet quality standards, as perceived by consumers

Morality information

- information pertaining to a person or company's ethics and principles - Negative information could concern behavior that conflicts with a consumer's established idea of ethical standards

How do extensions affect brand image>

- initial brand image, category fit, and image fit will be the main determinants of the consumer assessment - Extension attitude is better for those brands related to high quality standards, reputation, prestige, or affection - A positive image clearly generates favorable perceptions of the new products

Baseline Sales Model

- predict the likely level of sales in the absence of a discount or other short-term trade promotions > Useful method to compute the short-term incremental profitability of a promotion > Baseline sales models in conjunction with scanner data à to determine whether or not these promotions lead to higher sales and profits > Growth of promotions at the expense of advertising

Scaling

- process of measuring or ordering entities according to the attributes or traits that characterize them - Scaling techniques are used to determine the nature and strength of consumers' attitudes or opinions towards a specific brand personality - Nominal Scales: Weakest; numbers assigned to entities serves only to identify the subjects under consideration -Ordinal Scales: Seek to impose more structure on objects by rank-ordering them in terms of the subject's characteristics - Interval Scales: Numbers indicate the magnitude of difference between items, but there is no absolute zero point - Ratio Scales: Most powerful; possess all properties of nominal, ordinal, and interval scales; Permit absolute comparisons of the objects; There is a fixed zero point; ratios can be calculated -Aaker Scale: 5-point Likert scale measuring to what extent consumers agree that a personality dimension describes brand personality - After generating data: factor analysis; statistical data reduction technique

Construction techniques

- requires the respondents to construct a response in the form of a story, dialogue, description in a less structured form than completion techniques > Picture response techniques > Cartoon techniques

Expressive techniques

- respondents see a verbal or visual situation and are asked to relate the feelings and attitudes of other people to the situation > Role-playing > Third-person techniques

Citizen-artist brand manger implications

- supposed to accommodate the new requirements of an increasingly critical consumer culture by supplying the relevant cultural material and acting as a responsible citizen, shouldering its CSRs - not only is the brand supposed to deliver potent cultural material, but at the same time lead the way towards new dimensions in corporate citizenship

Brand Recognition

- the ability of consumers to confirm prior exposure to the brand - Consumers see a stimulus and must say whether they have seen it before - Recognition Score: d'=HR-FA > HR= Hit rate à percentage of respondents who recognize the target stimulus > FA= false alarm rate à the percentage of respondents who incorrectly recognize a 'new' stimulus

Brand Recall

- the ability of consumers to retrieve the brand from memory when given the product category, the needs fulfilled by the category, or some other type of probe as a cue - Depth of recall = percentage of people who know the brand - Width of recall = cues that lead to brand recall > Cues include: subcategories, consumption occasions/goals, places, people, etc.

Brand Equity

- the differential effect that brand awareness and brand associations have on consumer response to the marketing of that brand - Includes: advertising, distribution, pricing, promotion, new products, brand extensions, etc.

Brand Value

- the financial value of the brand - Useful for: mergers and acquisitions, brand licensing, fund raising, brand management decisions, etc.

Cobranding duration

- the length of time for which the cobranding arrangement lasts - Short term or long term - Cobranding of greater duration lets consumers observe the partnering brands, acquire greater familiarity with the partnership, and better gauge the performance of the focal brand over time

Paradox of Social Media Marketing Governance

- the number of employees with authority to execute social media communication is inversely related to the need for rules and guidelines articulated by senior management

Cobranding exclusivity

- the number of partners with whom the focal brand pursues a cobranding arrangement - Greater exclusivity= focal brand has a single (or few) partner brands o All of the focal brand's performance information is derived from the single partnership or the individual performance of the parent brand - Less exclusivity= cobranding in which the focal brand has many partners o Consumers have broader focal brand performance information obtained from multiple and possibly diverse partnerships

Cultural branding

- the strategic principles behind how to create and manage a brand and alter it into an icon - Need for addressing certain powerful cultural issues and contradictions before one is able to create myths that are so powerful and resonant that the brand becomes iconic

Asymmetric price-tier effect

- when the high-price-tier/high-quality (national) brands cut prices, consumers of the low-price-tier/low-quality (store) brands switch up to the high-priced brand - When the low-priced/low-quality (store) brands discount, few national-brand consumers will switch to the low-quality store brand

Brand Awareness

-Accessibility of the brand in memory -Measured through: 1. Brand recall (depth of recall and width of recall) 2. Brand Recognition

Aaker Framework (1997)

-Aim of identifying which personality traits people associate with a wide range of brands - Personality traits describe the characteristics that people associate with each brand personality dimension 1. Consumer perspective: the brand personality can be uncovered by exploring what consumers associate with the brand 2. Company perspective: brand personality can be uncovered by analyzing the product-related attributes like brand name, logo, communication style, price, distribution, etc -Sincerity, excitement, competence, sophistication, ruggedness

Cultural consumption

-Applied to all consumer goods that are regarded as equal circulators of meaning -Goods are able to carry and communicate cultural meaning: ex. Advertising and fashion systems: producers of meaning; consumer goods: circulators of meaning recognizable to the encultured consumer; consumer: chooses meaning adequate for his/her life by making consumption choices

Personality

-Assumption: personality traits describe internal characteristics of human beings from which their behavior in different situations can be predicted and explained -Big Five Framework: framework for classifying and categorizing human beings according to descriptors of human personality -Extroversion, agreeable, consciousness, emotional stability, openness and cultured

The Cultural Approach

-Based on analysis of brands and branding in the light of cultural influence -Approach emphasizes the cultural forces in society and how these can be used to build iconic brands as well as the impact of branding practices on the globalized culture and market place -Cultural brand perspective: regard brand as an important part and contributor to mainstream culture

Reputation Theory

-Based on what the company has done over time and how it has behaved - long term focus - Mainly used externally - Also guide employee behavior - Key drivers = PR and communication and accentuation of corporate stories of success and corporate social responsibility

Consumer-Based Brand Equity

-Brand Knowledge: global understanding of the brand in the mind of the consumer -Brand knowledge divided between brand awareness and brand image

Relational Paradigm

-Brand as key in relation to overall strategy - Consumer as active co-creator of the brand - Conceptualizes brand management as a dynamic, dyadic process, in which an interaction between the creation of brand value (internally) and brand meaning (externally) on a strategic level results in a strong and relevant brand equity through an experienced meaningful relation between consumer and brand - Marketer can benefit from constructing the brand as a personality because it furthers the consumer-brand relationship - Both customer and brand centrality are high-ranking priorities - Comparable to personality and relational approaches

Subrands

-Brands connected to a master or parent brands and augment or modify the associations of that master brand -Considerable potential to affect the master brand and the master brand has the driver role Subcategories: -Co-drivers: Both master brand and subbrand have major driver roles; association might tarnish the more prestigious brand

Consumer Based Approach Theory

-Cognitive consumer perspective - The information-processing theory of consumer choice -Consumer-based brand equity

Personality Statement

-Communication goals the company has for the brand; must be reflected in the brand personality; serve as the guiding platform for the creation and enhancement of the brand in the long run

4 Components of Brand Identity

-Corporate and organizational identity: creation and maintenance and research of brand identity internally -images and reputations: theories used to build and research brand identity externally

Data Analysis for Relational Method

-Depth interviews= huge amounts of unstructured data -Repeated analysis: required to detect central quotations that can be beneficial in order to pinpoint important themes and metaphors -Data collection and analysis should be conducted by the same person

Other Methods for Personality Approach

-Descriptive methodology: consumers are asked to determine to what extent a word or a symbol is self-descriptive 1. uncovering the personality traits consumers attribute to a certain brand 2. Determining to what extent these personality traits are congruent with the personality traits identified in the descriptive exploration of self -Free association methodology, photo sorting, or autobiographical methods --> consumers describe their autobiographical memory related to certain stimuli that have a relation to the brand in question

Methods and Data of Community Approach

-Ethnographic tradition of research

Consumer Self

-Explains how consumers use brand to construct self and the different layers of self that the brand manager must be aware of -Extended Self: The extensions of self that humans produce through their relations with other people, family, achievements, and possessions -Consumers self is structured into two dimensions: attributes and narratives -Layers of consumer self

Facilitating brand communities

-Facilitating can be a great retention tool -Ver discreet marketer presence is essential -Marketer must engage members with brand & each other -No selling should be attempted in the community setting

Characteristics of Strong Consumer Equity

-Favorability: whether the consumer's overall brand associations are more or less favorable than those associated with competing brands -Strength: the way associations spread in the associative web activated by the brands as node -Uniqueness of Associations: a brand with desirable customer-based equity can also claim some unique associations (unique selling point of the brand -Depends on: 1. What knowledge structures are present in the minds of consumers 2. What actions a firm can take to capitalize on the potential offered by these knowledge structures

AC2ID Framework

-Focus on five identities of the corporation -Actual: the actual identity, organizational behavior and everyday reality of the corporation -Communicated: à the brand identity expressed through all sources of communication -Conceived: o image/reputation of the corporation -Ideal: the optimum positioning of the organization in the market at any given time -Desired: lives in the hearts and minds of corporate leaders (strategic vision)

Shared Rituals and Traditions

-Focus on shared consumption experiences with the brand -Include special greetings, a celebration of the history of the brand -Storytelling

Information-processing theory of consumer choice

-Focus= explaining how consumers process information before reaching a consumption choice -Key assumption = choice is a process -The marketer should seek an understanding of these choice processes in order to fine-tune marketing communications to make the consumer choose as intended -Factors influencing the process include: processing capacity, motivation, attention, perception, information acquisition and evaluation, memory decision process, and learning -Human mind economized on processing capacity by choosing not to process all information

Detecting Identity Gaps

-Gaps occur if employees do not deliver on the brand promise and thereby disappoint consumer expectations - Focus on investigation à extent to which employees' perception of brand identity is in line with stakeholder associations and evaluations of brand image and reputation - Gaps between image and vision are an expression of a situation where to management is alienated from what consumers expect and perceive of the brand identity - Misalignment caused by e.g. inertia or lack of sufficient consumer intelligence o Company will miss out on market potential and consumer loyalty

The brand-consumer exchange

-Groups of consumers instead of the individual -Marketer must share dialogue with millions of consumers -difficult to manage -Brand communities serve social benefits and important info sources -Groups are able to share good and bad experiences

A house of brands

-Involves an independent set of stand-alone brands, each maximizing the impact on the market -Drawbacks: sacrificing economies of scale and synergies. brands that cannot support investment themselves risk stagnation and decline, and individual brands tend to have a narrow range -Benefits: Allows firm to clearly position brands on functional benefits, avoid a brand association that would be incompatible with an offering, signaling breakthrough advantages of new offerings, avoiding or minimizing channel conflict -Subcategory: shadow endorser -not connected visibly to endorsed brand, but many consumers know about the link

Cognitive Consumer Perspective

-Knowledge retrieved from memory and consists of nodes and links -Node = mental representation -Memory representations in different categories: direct, non-verbal representations, propositional representations, linguistic representations -Repeated exposure to a commercial message is considered very important because in cognitive psychology the memory is considered very durable

Reputation

-Long-term gathering of impressions and evaluations of image stored in the long-term memory of consumers and stakeholders - Co-created: formed internally and externally (company and consumer) - Three elements must be aligned: vision, culture, image

Branded House

-Master brand is the dominant driver across multiple offerings; subbrands are a descriptor with little or no driver role -Drawbacks: difficult to maintain a cool image or quality position and can limit the firm's ability to target specific groups -Benegits: enhances clarity, synergy, and leverage (default brand architecture option), single brand communication, employees and communication partners also benefit from greater clarity Subcategory: -Different identity: different brand identities across channels

Identity Approach Methods and Data

-Methods vary depending on which of the four supporting themes is the subject to be studied

Relationship Approach Methods and Data

-Most important methodology: phenomenology -Relational approach takes brand management theory into the domain of experiential consumption

The citizen-artist brand

-New paradigm shift: brand should be frank about profit motives, act as responsible citizens and be able to deliver original and relevant cultural material

Managerial Implications for Personality Approach

-Primary and most important task for manager: understanding the mechanisms of identity construction that consumers use the brand for and being able to translate them into a brand personality that delivers value and relevance for the consumer · Requires insight into consumers' identity construction Requires that close attention is paid to pioneer brand users and target consumers

Marketing Mix

-Purpose= to produce, promote, and distribute goods that are attractive to consumers because they deliver the best deal measured by the utility value the goods offer, compared with the utility value competitors offer, related to the price consumers are willing to pay! 1. Product: Primary aim = to satisfy a functional demand 2. Price: Economic Approach = total cost of manufacturing the product, distribution, and advertising costs 3. Place: Supply chain strategy: · identification of the right channel partners, inventory management, etc. 4. Promotion: Signaling theory: investigates what signals are the most efficient to reveal the unobserved product qualities of a brand

Organizational Identity Theory

-Refers to the behavioral and cultural aspects affecting brand identity -Key concepts: organizational behavior, culture, structure - How employees create meaningful relationships with their organization -Alignment of employee behavior with the brand vision and brand identity -Culture = the expression of everyday life in an organization

Depth interview and life stories

-Respondent's own statements on life transitions and so on are recorded and intertwined with other statements in order to deepen the holistic understanding of the consumer's life world

Endorsed Brand

-Still independent but endorsed by another brand -Provides credibility and substance to the offering -Subcategories: a. Token endorsement: token endorser does not have center stage but provides some credibility while still allowing the endorsed brands maximum freedom b. Linked name: a name with common elements creates a family of brands with an implicit or implied endorser - Allows more ownership and differentiation -Separates the name without having to establish a second name from scratch and link it to a master brand

Levels of Culture

-Subculture level -National level -Gloval level

B2B Branding Paradox

-The more standardized a B2B firm's market offering, the more complex its brand architecture - The more customized a B2B firm's market offering, the less complex its brand architecture

Brand consideration

-The willingness to review the brand for possible choice; occurs when a brand becomes accessible to consumers -Process of categorization: how customers organize objects and how they store or retrieve product-related information to aid brand consideration -Categorization and its linkage to brand consideration is dependent on: 1. the 'strength of association' between brands help determine how they are eventually retrieved from memory by consumers 2. the 'incidence' or frequency of association between brands affects whether they are in one category structure and how cuing one aids the consideration of the other 3. the perceived 'fit' between partners can influence the strength of association and related inferences

Personality Perspective Methods and Data

-Use of Quantitative and Qualitative Methods -Quantitative Methods: used for categorizing and uncovering brand personality and for the study of consumers' self-expression through brand personality -Aaker's Framework: aim to identify a limited number of dimensions that can be used to categorize all brands -Qualitative Data: necessary for understanding the complex nature of consumer self and how it affectsconsumption patterns and ultimately how brand personality can be used to enhance consumers' expression of self -Questionnaires and Scaling techniques

Netnography

-a branch of ethnography that studies the behavior of online cultures and communities -Risks: - Rumor control in computer-mediated environments - Consumers may hijack the brand and collectively take it in other directions than the marketer had in mind

Centralized Branding

-company's global customers expect a common language and terminology for products they buy as input to their production processes around the world Firms centralize their brand architecture when: - The umbrella brand is a dominant, well-known, and well-regarded name in the market - They want to consolidate their brand position in the market and to avoid brand dilution - They want to develop economies of scale from business opportunities that can be transferred

Consciousness of kind

-members feel an important connection to the brand and feel a stronger connection toward one another -Enhanced by: 1. Legitimacy - based on observations indicating that members have a feeling of other members either being members for the right or the wrong reasons 2. Oppositional brand loyalty - characteristic enhancing members' consciousness of kind - members underpin sense of belonging by sharing a dislike for competing brands

Brand Awareness

-prerequisite for brand knowledge -Consists of brand recognition and brand recall -Attributes: descriptive features characterizing a product or service; product related and Non-Product related -Benefits: personal values attached to the brand by the consumer; Evaluations or expectations of what the brand can do for the consumer; functional benefits, experiential benefits, symbolic benefits -Attitudes: Consumers' overall evaluations of the brand

The brand-consumer exchange of cultural approach

-the brand as a cultural artifact moving through history -Brand as storyteller, endowed with cultural meaning -macro-level focus of culture - Homo mercans rather than traditional market man - It is the collective brand meaning creation that is important and relevant to the consumer --> market man is trapped in consumer culture - Role of the marketer: bird perspective

Ethnography

-the scientific description of the customs of individual peoples and cultures -Characterized by research participation and a variety of data -Research sets no limits on data collection -Common data types = interviews, depth interviews, visual impressions, print, video-recording, and photographs

Depth Is Preferred to Breadth

1. A first-person description of the informant's brand usage history 2. Contextual details concerning the informant's life world - Allowing the respondent to talk for hours will often disclose the important and recurring themes and values linked with their life history

Brand Relationship Spectrum Strategies

1. A house of brands 2. Endorsed Brands 3. Subbrands 4. Branded House

Typical Brand Audit Report

1. A one-page executive summary on the findings of your audit with recommendations on how to improve the dimensions studied 2. A brief explanation of the problem facing the brand and of how the audit will help 3. A description of the measurement instrument and procedure 4. Results and discussion of these results 5. A discussion of the value of these techniques for managing a brand and of their ease of implementation

Effect of traditional media

1. Addresses topics such as: - How informative advertising can create brand awareness and increase knowledge of new products or new features of existing products - The role of ad creative in persuasion - The effects of comparative advertising or competitive advertising - Estimates of response functions - The effects of ad repetition 2. Advertising elasticities tend to be higher for new than for established products 4. What a Message says is typically more important than the number of times its communicated 5. TV advertising is highly effective at creating awareness, interest, and consideration 6. Print advertising allows for detailed exposition and is well suited for mid funnel information provision

Dependent variables on cobranding outcomes

1. Brand evaluation 2. Brand consideration

3 Characteristics of Identify

1. Central character 2. Claimed distinctiveness 3. Temporal continuity

Consumer-based Approach managerial implications

1. Closeness to the consumer o Marketer's budget should prioritize constant market monitoring in order to be at the leading edge of consumers' development 2. Control of (liner) communication o Marketer should create the optimal brand communication in order to create the strongest brand -Make consumers aware of your brand -Make consumers pay attention to your brand -Position your brand -Emphasis on strategy

Key Dimensions of Cobranding Structure

1. Cobranding integration 2. Cobranding exclusivity 3. Cobranding duration

Broad Distinction of Media

1. Communications that appear in paid media: TV, print, direct media 2. Communications that appear in owned media: company-controlled options such as websites, blogs, mobile apps, social media 3. Communications that appear in earned media: virtual or real-world WOM, press coverage

Personality Perspective

1. Consumer behavior research - It is knowledge about how consumers use brands in their construction and expression of self that is in play - Primary function of the brand --> to express a personality that consumers can relate to and use for their own construction and expression of self - Subject of analysis= brand personality and consumer self 2. Human psychology - Personality as the pattern in which individuals can be divided according to how they fairly consistently react to different environmental situations - Personality traits assumed to be: enduring, distinct, and stable - Self-expressive value and the distinctiveness of the brand personality influence the attractiveness and the potential strength of the brand in general -For the company: 1. Brand Personality as a source of differentiation as well as a driver of loyalty 2. Brand personality construct enables companies to imbue intangible symbolic cues into the behavior and communication of the brand

5 Phases in B2B Customer-seller relationship

1. Contact phase: Customer recognizes a need and the seller demonstrates its ability to satisfy that specific need 2. Transaction Phase: If seller convinces the customer, the latter places a trial order to verify claims made by the former 3. Expansion Phase: Upon satisfactory delivery of the initial transaction, the customer decides to entrust the seller with more orders similar to initial transaction 4. Consultative Phase: Systematically delivering on promise enhances customer confidence towards the seller; customer's increased willingness to work together to address own needs in other areas 5. Enterprise Phase: Customer increases its level of commitment and resources to working with the seller on joint strategic initiatives *Not all relationships pass through all 5 phases and phases are not necessarily in sequential order

Communication Outcomes

1. Create awareness and salience 2. Convey detailed information 3. Create imagery and personality 4. Build trust 5. Elicit Emotions 6. Inspire actions 7. Instill loyalty 8. Connect people

Four Branding Models

1. Cultural Branding 2. Mind-share Branding 3. Emotional Branding 4. Viral Branding

7 Approaches

1. Economic Approach: brand as part of the traditional marketing mix 2. Identity Approach: the brand is linked to corporate identity 3. Consumer-based Approach: brand as linked to consumer associations 4. Personality Approach: brand as human-like character 5. Relational Approach: brand as viable relationship partner 6. Community Approach: brand as the pivotal point of social interaction 7. Cultural Approach: the brand as part of the broader cultural fabric

Partner Characteristics

1. Functional Complementarity: the extent to which a brand's weakness on a functional attribute is offset by the partner brand's strength on that attribute - Functional attributes: how a product or component performs or how convenient or practical it is to use 2. Hedonic consistency: Hedonic attributes = capture the sensory or emotional feelings and the personality traits evoked by the partnering brands 3. Brand breadth: the diversity of product categories with which a brand is associated

2 Stages of Cultural Approach

1. Gathering and analyzing cultural knowledge 2. Composing the brand strategy

3 Markers of a Community

1. Geography 2. Interconnectedness with subcultures of consumptions 3. Variations of brand community

Shoppers are thinking and shopping differently

1. Global population will continue to increase and will become more diverse 2. Millennials think differently and will drive future FMCG spend 3. Premiumization helps private label 4. "are we ready for" the decade of the actively and digitally engaged customer?

2 Stage Research Design

1. In Depth Interviews 2. Qualitative Survey of Social Media Marketing Experts

Consumer-Based Approach Methods

1. Input-output approach - Input is changed and changes in output are measured in order to capture how the human 'computer' works - Experiments where input factors are manipulated and the change in the output of the process is measured (if-then logic) - Choice is seen as a process following explainable paths in consumers' minds 2. Process-tracing approach - Aims at understanding and explaining choice's process - Different ways to understand the process: o Verbal protocol o Prompted protocol o Matrix array - Chronometric analysis = analysis of response time

Academic Implications of the Relational Approach

1. It is the first approach applying solely qualitative methods 2. Approach is meaning-based 3. It takes brand research into the domain of the consumer, emphasizing a holistic view of the consumer

3 Segments of Consumers

1. Loyal Segment (national brand): those who would always purchase only the national brand so long as its price is below their reservation price for the brand 2. Brand-switching segment: those who switch brands depending on the price differential between national and store brands 3. Price Shoppers: those who always purchase the lower-priced brand

Academic Approaches to IMC

1. More micro approaches: Use consumer psychology and consumer information-processing principles to study multimedia campaigns and the strengths and weaknesses of different media in achieving different communication goals 2. More macro approaches: è Use econometric techniques to assess multimedia effects at the brand level; one important topic --> allocation of resources across media

2 Ways of Managing a Brand Community

1. Observing brand communities 2. Facilitating Brand Communities

Social Media Platforms that enable consumers to become engaged with a brand at a deeper/broader level:

1. Online communities and forums 2. Blogs 3. Social Networks

B2B Brand Architecture Key Dimensions

1. Organizational Structure: extent to which a firm is centralized or decentralized 2. Extent to which the firm's market offerings are standardized vs. customized

Insights on Factors Influencing Store Brand Introduction

1. Price Competition: CB: It is good to introduce store brands in commodity products characterized by high levels of price competition among brands AI: It is good to introduce private labels when the cross-price sensitivity brand is high, but the cross-price sensitivity among national brands is not high between national brands and the store 2. Category Size CB: It is good to introduce store brands in high-dollar-volume categories AI: When conditions are conducive to store brand introduction, the higher the category sales, the greater the retailer's profit incentive to introduce a store brand 3. Number of National Brands CB: It is bad to introduce store brands in categories in which there are already a large number of national brands AI: Store brands are often introduced in categories in which there are a large number of national brands; this action may be driven by incremental profit considerations or ease of entry 4. Potential Store Brand Market Size CB: It is good to introduce store brands in those categories in which the store brand is likely to obtain high market share AI: A profitable private-label introduction strategy need not necessarily correlate with obtaining high market share

4 Paradigms

1. Product paradigm 2. Projective paradigm 3. Adaptive paradigm 4. Relational paradigm

Newer Online Media

1. Search Ads 2. Display Ads 3. Websites 4. E-mail 5. Social media 6. Mobile -Online media offers even more targeted placement to reach people who have started the buying process -Marketers can also emphasize certain types of new media to signal that the firm has a particular competence or personality

Measurements of Brand Equity

1. Self Reports: - Overall brand evaluation - Purchase intentions - Purchase behavior - Customer satisfaction 2. Experiments - Blind testing - Dollar metric 3. Conjoint analysis - Measures the value of each product attribute from people's overall choices or evaluation - Consumers are not asked to directly evaluate the importance of each attribute but rather to make choices between bundles of attributes 4. Hedonic regression - Explaining the price of a product on the basis of its attributes 5. Expert's opinions - Seven criteria to assess the volatility of the earnings attributable to the brand: > Market, stability, trend, support, geography, protection, leadership

4 General Social Media Marketing Dimensions

1. Social Media Marketing Scope: Defenders vs. Explorers 2. Social Media Marketing Culture: Conservatism vs. Modernism 3. Social Media Marketing Structure: Hierarchies vs. Networks 4. Social Media Marketing Governance: Autocracy vs. Anarchy

How to make icon brands stand out

1. Target a cultural contradiction 2. Act as a cultural activist 3. Crete original expressive culture as an artist 4. Develop and authentic populist voice

What's Next for PL?

1. The global economy will always have peaks and troughs o During economic downturn > shoppers will seek to purchase cheaper goods and services > often meaning private-labels o Brands should ensure that price and promotions are adapted to meet the expectations of shoppers looking to save money 2. Consumers now have a global outlook on life, and with the use of technology are more knowledgeable and perhaps more willing to make trade-offs in terms of range, price and availability when choosing a product or service o Brands have the opportunity to reinforce the values of differentiation based on long-term brand equity 3. As FMCG shopping moves toward a fusion of off-and online purchasing, this new and different shopper journey has the potential to further disrupt the relationship that shoppers have with brands

2 Principle Guiding Brand Architecture Design

1. The organization's degree of centralization is reflected in its brand architecture 2. Whether the offering is standardized or customized influences brand architecture

Traditional Media Synergies

1. Traditional advertising and promotions: (TV, radio, print, price promotion, etc.) can interact with each other to lead to a more favorable consumer response 2. Sales force and personal selling interactions: more productive when preceded by or combined with other forms of marketing communication 3. Online and offline synergies: communications can interact by tapping into different stages of the consumer decision journey

Sources of brand personality

1. Uncover internal potential 2. Uncover social and individual level of consumer self 3. Elaborate the understanding of how the brand personality interacts with consumer self 4. Create and alter the brand personality

Managerial Implications for Cultural Approach

1. can choose to implement the cultural branding model through and through in the attempt to follow in the footsteps of the iconic brands 2. can benefit from insight into this approach by becoming aware of cultural criticism and using it as an add-on to the chosen branding strategy

Why create a new brand?

1. create and own an association 2. Represent a new, different offering 3. Avoid an association 4. Retain/capture a customer/brand relationship

Core theme: Brand Personality

1. the personality endowed in the brand by the company (what the company wants the consumer to think and feel about the brand) 2. the brand personality perceived by consumers

Genesis of Short-Term (Quarterly) View

1970s: Difficult to obtain sales numbers for brand; as a result, large weekly increases in sales associated with discounts were difficult to observe 1980s: introduction of store-level scanner; promotional data could be tied directly and immediately to the consequential movement in sales Today: promotion evaluation modes and baseline sales models

Company/Sender Focus

1985-92; brand management focused on the company behind the brand and the actions the company would take to influence the consumer; economic and identity approaches

Human/Receiver focus

1993-1999; The receiver of brand communication is the main point of interest and brand management adopts a human perspective on the nature of the brand; Human perspective is two-sided: Consumer is investigated closely and different human brand perspectives are coming into play; data collection becomes 'softer', quantitative, qualitative, and mixed research designs; consumer-based approach, personality approach, and relational approach

Prepositions: Main Effects of cobranding structure

1A. Higher cobranding integration leads to a greater positive (or negative) impact on the evaluation of the focal brand 1B. higher cobranding exclusivity leads to a greater positive (or negative) impact on the evaluation of the focal brand 1C. longer cobranding duration leads to a greater positive (or negative) impact on the evaluation of the focal brand 2A. higher cobranding integration leads to greater likelihood of consideration of the focal brand 2B. lower cobranding exclusivity leads to greater likelihood of consideration of the focal brand (& vice versa) 2C. longer cobranding duration leads to greater likelihood of consideration of the focal brand

Assumptions of the Community Approach

2 Categories of Assumptions: 1. Brand triad notion: implies changes in the way the 'brand consumer exchange' is perceived 2. Approach adds a social brand perspective to brand management

Cultural/Context focus

2000-present; The contextual and cultural forces behind consumption choices and brand loyalty are investigated - New phenomena including: autonomous consumers, brand icons, anti-branding movements and internet-based brand communities

Community theory

3 basic characteristics: 1. Consciousness of kind 2. Shared rituals and traditions 3. Sense of moral responsibility

Prepositions: Moderating effects of partner characteristics

3a: the more complementary the partnering brands on functional attributes, the stronger the positive impact (or weaker the negative impact) of cobranding integration on evaluation of the focal brand 3b: the more complementary the partnering brands on functional attributes, the stronger the positive impact (or weaker the negative impact) of cobranding exclusivity on evaluation of the focal brand 3C: the more complementary the partnering brands on functional attributes, the stronger the positive impact (or weaker the negative impact) of cobranding duration on evaluation of the focal brand 4a: the more consistent the partnering brands on hedonic attributes, the stronger the positive impact (or weaker the negative impact) of cobranding integration on focal brand evaluation 4b: the more consistent the partnering brands on hedonic attributes, the stronger the positive impact (or weaker the negative impact) of cobranding exclusivity on focal brand evaluation 4c: the more consistent the partnering brands on hedonic attributes, the stronger the positive impact (or weaker the negative impact) of cobranding duration on focal brand evaluation 5a: the greater the breadth of the partner brand, the weaker the impact (positive or negative) of cobranding integration on evaluation of the focal brand 5b: the greater the breadth of the partner brand, the weaker the impact (positive or negative) of cobranding exclusivity on evaluation of the focal brand 5c: the greater the breadth of the partner brand, the weaker the impact (positive or negative) of cobranding duration on evaluation of the focal brand

Aligning Identity Gaps

5 Cyclical Steps: o Stating: - State the vision and identity of the corporate brand - Establishes corporate identity o Organizing: - Link vision with culture and image practices - Establish the frame for developing the appropriate organizational identity o Involving: - Involve stakeholders through culture and image - Engage employees in execution and involve consumer images - Get input from multiple sources o Integrating: - Integrate culture and image around a new brand identity - Align the multiple identities across internal functions o Monitoring: - Track corporate branding gaps and brand performance

Private Label Segmentation and Targeting Strategy

5. Price Sensitivity CB: Store brand consumers are very price sensitive (or more price sensitive than national-brand consumers) AI: Price tends to be an important criterion for store brand consumers in making brand choice decisions 6. Quality Sensitivity CB: Store brand consumers are not very quality sensitive AI: By and large, quality is an important criterion for store brand consumers when choosing among brands 7. Annual Household Income CB: Store brand consumers have lower incomes than national-brand consumers AI: Store brand consumers generally belong to neither low-income nor high-income families; they tend to be from middle-income households 8. Education CB: Store brand consumers are less educated than national-brand consumers AI: Store brand consumers are, on average, more educated than national-brand consumers

Moderating Effects of Partner Characteristics on Focal Brand Consideration Prepositions

6a: the more complementarity the partnering brands on functional attributes, the stronger the positive impact of cobranding integration on the likelihood of consideration of the focal brand 6b: the more complementarity the partnering brands on functional attributes, the stronger the positive impact of lower cobranding exclusivity (i.e. more partners) on the likelihood of consideration of the focal brand 6c: the more complementarity the partnering brands on functional attributes, the stronger the positive impact of cobranding duration on the likelihood of consideration of the focal brand 7a: the more consistent the partnering brands on hedonic attributes, the stronger the positive impact of cobranding integration on the likelihood of consideration of the focal brand 7b: the more consistent the partnering brands on hedonic attributes, the stronger the positive impact of lower cobranding exclusivity (more partners) on the likelihood of consideration of the focal brand 7c: the more consistent the partnering brands on hedonic attributes, the stronger the positive impact of cobranding duration on the likelihood of consideration of the focal brand 8a: the greater the breadth of the partner brand, the stronger the positive impact of cobranding integration on the likelihood of consideration of the focal brand 8b: the greater the breadth of the partner brands, the stronger the positive impact of lower cobranding exclusivity (more partners) on the likelihood of consideration of the focal brand 8c: the greater the breadth of the partner brand, the stronger the positive impact of cobranding duration on the likelihood of consideration of the focal brand

Private Label Marketing Strategy

9. Store Brand Positioning CB: Cost permitting, it is good to position the store brand close to the national brands AI1: If there are two symmetric (broadly equivalent) national brands, it is more profitable to position the store brand close to one of them than to position in the middle AI2: If national brands have different market shares, it is better to position the store brand against the national brand that has the larger market share AI3: The greater the national-brand market share, the more profitable it is for the retailer to position the store brand against it AI4: If the national-brand manufacturer can significantly expand category demand through investments in non-price marketing activities (e.g. advertising) AI5: If the store brand can garner a significant portion of the market with low-reservation-price consumers who cannot afford to purchase the national brand 10. Store Brand Pricing CB: It is good to charge a low price for the store brand and to maintain a large price differential between national brands and the store brand AI1: When a store brand is positioned to be similar to national brands, it is profitable for the retailer to reduce the price differential between it and the national brands AI2: However, the price differential cannot be too low as consumers will pay a premium for national brands even if they perceive the store brand to be equivalent 11. Store Brand Price Promotions CB: Store brands should be price promoted less frequently than top-tier national brands AI1: In most cases, private labels should be price promoted less extensively than national brands AI2: However, in some cases the previous insight does not apply, including categories that are highly promotion intensive and markets in which national brands have very high market shares AI3: Other things being equal, private labels with small market share should engage in price discounts more than private labels with large market share AI4: The price promotion decision should involve consideration of absolute cross-and own-price effects rather than price elasticities

Brand Personality List

Aaker (1997) five dimensions of brand personality: - Sincerity (down to earth, honest, wholesome, etc.) - Excitement (daring, spirited, imaginative, etc.) - Competence (reliable, intelligent, successful, etc.) - Sophistication (upper class, charming, etc.) - Ruggedness (outdoorsy, tough, etc.)

Brand Icon

An iconic brand holds references that most people agree upon and it obtains that status by playing an active role in contemporary culture

New Definition of Social Media Marketing

An interdisciplinary and cross-functional concept that uses social media to achieve organizational goals by creating value for stakeholders - On a strategic level, it covers an organization's decisions about social media marketing scope, culture, structure, and governance

Brand Architecture

An organizing structure of the brand portfolio that specifies brand roles and the nature of relationships between brands.

Brand Positioning

Assumption: Consumers have limited mind space for commercial messages and the most successful brands hence are the ones able to position themselves in the minds of consumers by adapting the most congruent and consistent commercial message

Economic Man

Assumptions: - Human behavior is guided by rational parameters - Humans will attempt to maximize their own satisfaction and strive for maximum utility in any exchange - Humans have perfect information about available alternatives - The exchange between two parties is perceived as an isolated event - Consumers are constrained by limited income, which forces them to behave in a way that will ensure that they get the most out of their income -->Consumer will always go for the deal that provides the best functional utility compared with the price of the product --> Consumers are able to oversee all available choices and to evaluate all these choices and choose the best one from a rational point of view

Social Media Marketing Governance

Autocracy: situation with precise regulations on who in the company is allowed to interact on social media platforms -A single department centralizes and administers control of social media communication Anarchy: A situation without any such rules or guidelines - Laissez-faire mentality - Departments/employees are free to communicate at will on social media platforms

How to choose who to cobrand with

Based on: -the complementarity between the focal and partner brands on functional attributes -The consistency between partners on hedonic attributes contributing to brand image - The breadth or level of diversification of the partner brand

Archetypes

Basic mechanisms and source codes that enable people to communicate and connect at a rudimentary subconscious level

Community Approach

Brand as the focal point of social interaction among passionate consumers

Brand Knowledge

Brand attachment stems from rational and emotional brand evaluations, which derive from functional and emotional brand associations, and which necessitate brand awareness

Can all brands attract communities?

Brand communities tend to evolve around brands with: -Long and interesting history -High involvement products -Brands threatened by competition -Brands with considerable maintenance cost -Expensive brands -Nerd factor --> very technical and complicated products

Relational Approach

Brand relationship theory as continuation of theory about brand loyalty

Corporate Branding

Conceiving more integrated relationships between internal and external stakeholders linking to top management, employees, customers and other stakeholders - assumption that creating one unified message across all functions will elevate brand management from a tactical operational discipline involving only the marketing and sales department to a strategic, corporate level involving the whole organization -Values and beliefs held by employees as key elements in differentiation strategy - Focus on developing distinctive features of the organization through organizational and managerial processes

Line Brand

Confined to only one category

Modifier Brands

Confined to specific versions within a category

Social Media Marketing Culture

Conservatism: encapsulated, traditional, mass advertising approach; internally focussed and risk adverse Modernism: more permeable, open, and flexible social media marketing culture

Congruence between brand personality and consumer self

Construct proposes that consumer behavior is determined partly by the consumer's comparison of their own perception of self and the personality of the brand -Individual level 1. Try to preserve their own self-concept by consuming brands with a personality matching their actual self 2. Use the symbolic consumption of brand with a certain personality to enhance their self concept -Collective level 1. Use the brands as an expression of social self, where the brand is used to position the consumer according to social or cultural reference groups in society -Development of self congruence is a dynamic two-way process

Social Media Marketing Scope

Defenders= use social media marketing primarily as a one-way communication tool to entertain consumers or to inform stakeholders - SM as pure communication tool to push content to customers, the community, or employees -Focus on one or a few stakeholder groups - Consumers may try to communicate with the company through SM but receive standardized answers or no reply at all Explorers= interest in authentic social media marketing collaboration based on reciprocal interactions with many different stakeholders -Take advantage of the integrative, interactive, and collaborative potential of SM technology -Collaborative Approach -Acquiring and using feedback -Integrated, two-way communication and open collaboration

Create imagery and personality

Duality: what do brands offer in terms of tangible and intangible benefits

Interactional Orientation

Emphasis on multifaceted relationships based on sharing within an between digitally enabled communities

The socio-cultural perspective

Ethnography: focus on the concept of culture and its influence on consumer behavior; real world approach --> researchers participate in the real world of the subject of the investigation -consumer as a cultural player in a social setting using the consumption experience as the source of important personal social experiences

Corporate Identity

Exchange between brand and stakeholder from a visual and strategic point of view

Brand relationship theory

Explains how and why brands are consumed by loyal consumers

Brand Loyalty

Expression of if a customer chooses the brand on a continuous basis

The corporate brand tool kit

Focus on alignment between vision/organizational culture and image -Strategic stars of the organization are: -Strategic vision: central idea behind what the company does and expresses future management aspirations -Organizational culture: internal values and beliefs -Stakeholders' images: how external stakeholders perceive the company - All three "stars" need to be aligned

2 Frameworks of Identity Approach

Focus on identity types present in a company and how these identity types should be managed in order to ensure alignment: -The corporate brand tool kit - AC2ID Framework

Relational Orientation

Focus on one to one communication

Economic Approach Data Collection

Gather data to identify the exact marketing mix that will deliver optimal brand performance · Data are predominantly quantitative · Data are interpreted using largely analytical techniques from micro-economics o Focus - causal effects marketing activities have on demand

Global Effects of brand extensions ob brand image

H1A & H1B: -Both potentially successful and unsuccessful extensions may influence current associations, depending on perceived fit - High-fit extensions can improve brand image only for favorably received extensions - Potentially unsuccessful products generate a dilution effect - Low-fit extensions five rise to image dilution when extension attitude is both favorable and unfavorable - Consumers with a better attitude toward the brand have a better attitude to the extension H2: Initial brand image has a direct and significant influence on extension attitude; Those brands with more favorable associations in the consumer mind will generate a better attitude to the purchase of new products or services H3: Initial brand image will affect fit perception; A better image will generate higher levels of perceived category fit H4: Image fit will also improve when the parent brand has a positive image H5: Category fit seems to be a determinant of extension attitude H6: Consumers will prefer those extensions similar to the firm's products or services, mainly if they are consistent with brand image; Given that brand image explains perceived category fit and image fit, mediating effects are likely to occur H7: Final brand image has a positive and significant relation with initial brand image H8: Final associations depend more on the attitude to the new product or service; Firms must be aware that their image, or its brands', is unlikely to remain invariable when launching products under the same brand name H9 A & H9B: The effect of category fit on extension attitude decreases with highly innovative consumers

Social Media Reactive Marketing Objectives

Help firm monitor and analyze conversations in social media to understand how consumers view a firm or its actions

Top-down communications optimization model

Helps marketers evaluate the overall design or makeup of a communication program with relevant criteria to judge how well it is integrated to both drive shorter-term sales and build longer-term brand equity

Social Media Marketing Structure

Hierarchies: centralized approach with a clearly defined social media marketing assignee -Concentrated structure, need for high control Networks: all employees are responsible for social media marketing, director is no longer necessary -Social media activities as a common responsibility for all employees regardless of the department to which they are assigned

Secret affairs

Highly emotive, privately held relationship considered risky if exposed to others

Bottom-up communication matching model

Identifies the communication options that have the greatest ability to satisfy consumers' brand-related information needs at different stages of consumer decision journey

Brand revitalization

Identifying or reviving an existing brand vision and finding new and innovative ways of making that brand vision relevant once again for existing or new consumers

Seven Building Blocks of Social Media

Identity, conversion, sharing, presence, relationships, reputation, and groups

Layers of Consumer Self

Individual Level: - Actual self= objective representation of self- the way the self actually is - Desired self= representation of something that the consumer would like to become - Ideal self= consumer's perception of their own ideal self Social Level: Expression of self to others: outgroup versus ingroup -Brand Personality serves to signal belonging to certain social groupings and subcultures

Childhood friendships

Infrequently engaged, affectively laden relation reminiscent of earlier times; yields comfort and security of past self

emnities

Intensely involving relationships characterized by negative affect and desire to avoid or inflict pain on the other

Marriages of convenients

Long term, committed relation precipitated by environmental influence versus deliberate choice, and governed by satisfying rules

Arranged marriages

Long term, exclusive commitment, low levels of affective attachment

Casual friends/buddies

Low in affect and intimacy, infrequent and sporadic engagement, and few exceptions for reciprocity or reward

Relationship Theory

Meaning can have different natures: 1. Psychological meaning: linked with the identity of the participants in the relationship -life theme: core theme of your life, deeply rooted in personal history -Important life projects: most significant choices in our life -Current concerns: directed toward completion of tasks in everyday life 2. Sociocultural meaning: linked with changes in our life condition -Can be divided into five broad socio cultural contexts: age/cohort, life cycle, gender, family/social network, culture 3. Relational meanings: deals with the fact that relationships are part of a network and other relationships

Corporate watch

Monitoring corporations closely and pressure for CSR practices

Image

Mosaic of brand associations held by stakeholders - Stakeholder perspective of the exchange

Enslavement

Non-voluntary union governed entirely by desires of the relationship partner, involves negative feelings but persists because of circumstances

Dependences

Obsessive, highly emotional, selfish attractions cemented by feeling that the other is irreplaceable; separation yields anxiety, high tolerance of other's transgressions results

Transaction Phase Risk

Offer Risk: scrutiny of reliability, timeliness, product quality, and billing accuracy of the supplier - Customers will attempt to manage this risk by obtaining negotiated commitments from the supplier in the form of service level agreements and other governance mechanisms

Insider/outsider dilemma

Over-involvement of the researcher brings him too close to the phenomena of study to observe and transmit the facts of the research accurately

2 Brand Management Paradigms

Positivistic view Constructivist/interpretive view

Contribution

Reflects direct 'main effects' and the inherent ability of a marketing communication to create the desired response and communication effects from consumers in the absence of exposure to any other communication option

Enterprise Phase Risk

Resource risk= extent to which the customer is willing to commit resources to collaborate with the supplier in the absence of certainty of outcomes

Expansion Phase Risk

Scale risk= testing whether the supplier has the necessary capabilities to scale up and continue to deliver on commitments - Customers will work with supplier as long as basic functional supply requirements are met

Brand-self Congruence

Self-expressive value of a brand personality depends on the level of consistency between the brand personality and the self-image of the consumer

Contact Phase Risk

Seller Risk: whether to invest time and effort working with unknown and unproven supplier - Questions to demonstrate credibility or the seller

Instill Loyalty

Shaping satisfaction and avoiding customer defections

Flings

Short-term, time bounded engagements of high emotional reward, devoid of commitment and reciprocity demands

Consumer path to purchase

Shorter in length, less hierarchical, more complex

Consultative Phase Risk

Skill risk= evaluating the supplier on skills and knowledge to meet long-term requirements

Communication Matching Model Process

Step 1: The consumer recognizes that he has an unmet need or want and begins to think about what kinds of products or services might satisfy it Step 2: the consumer then begins to consider which specific possible brands might best satisfy that need or want Step 3 & 4: the consumer will next try to actively learn more about the various brand options that seem capable of satisfying the category-level need or want Step 5: the consumer then decides which pieces of info are both credible and diagnostic and, thus, relevant to choice Step 6: the consumer next has to decide how much the preferred brand is worth to decide on the extent of his willingness to pay the asked-for price Step 7 & 8: even if a favorable willingness-to-pay judgement is rendered, consumers still have to follow through and make the purchase Step 9 & 10: a consumer then has to weigh whether he wants to repurchase the brand over time Step 11 & 12: some consumers may then choose to engage in positive WOM for the brand or even become brand 'advocates' and 'missionaries' for it

Social Media Proactive Marketing Objectives

Stimulating sales, increasing brand awareness, improving brand image, generating traffic to online platforms, reducing marketing costs, etc.

Brand Extensions

Successful extensions should respect the brand essence and thereby be based on the core of the brand and be true to the brand vision

Communication Optimization Model

The Seven C's: 1. Coverage 2. Cost 3. Contribution 4. Commonality 5. Complementarity 6. Cross-Effects 7. Conformability

Focal Brand

The brand that initiates the effort for a possible cobranding arrangement

Intertextuality

The commercial message is regarded as cultural 'text' like other cultural expressions

Employee Branding

The process by which employees internalize the desired brand image and are motivated to project the image to customers and other organizational constituents

Coverage

The proportion of the target audience reached by each communication option employed, as well as the amount of overlap among those options

Cobranding/brand alliance

The strategy of marketing brands in combination

Personality Approach Theory

Three Supporting Themes: 1. Personality 2. Consumer-Self 3. Congruence between brand personality and consumer self

Brand loyalty

Understanding IF the rand is being consumed

Brand relation

Understanding how and why the brand is consumed

Umbrella Brand

Used across multiple product and service categories

Best friendships

Voluntary union based on principle of reciprocity, revelation of true self, honest, and intimacy; congruity in partner images and personal interests common

Brand Stretch

When a brand is extended into new product categories or joins co-branding ventures

Corporate brand

When the corporation is branded instead of the individual products; it is assumed that the energy and inspiration of the brand stems from within the organization and that a branding strategy in order to be successful requires the engagement of the whole corporation

identity brand

a 'storied' brand, whose value to consumers derives primarily from identity value

Product Brand

a brand linked to the product and not to the corporation; describes a situation where each individual product has its own brand

Brand Inventory

a detailed internal description of exactly how the brand has been marketed

Subcultures of consumption

a distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity Makers of subculture consumption: 1. A hierarchical social structure 2. Ethos is manifested in shared beliefs and values 3. Unique jargons and rituals 4. Unique modes of symbolic expression

Brand genealogy

a managerial mindset introduced in the cultural branding model where the brand manager goes back and uncovers the brand's history

Homo mercans

a market man woven into the intricate meaning found in cultural consumer objects

Cultural icon

a person or thing regarded as a symbol, especially of a culture or a movement, considered worthy of admiration or respect

Brandfests

a proactive marketer establishes consumer interaction that can facilitate the evolvement of a brand community

Brand Identity

a set of associations the brand strategist seek to create or maintain - Must express the particular vision and uniqueness of the brand- what the brand stands for - Brand identity must be of a long-lasting and permanent nature - If the brand identity is both unique, distinct, and a clear expression of what the brand is all about as well as long-lasting, then it can create the basis of a solid, coherent and long-lasting brand and be the driver of all brand-related activities!

Brand community

a social entity where consumers interact socially with a brand as the pivotal point of their interaction

Brand community

a specialized, non geographically bound community formed on the basis of attachment to a product or brand -Exists face to face and in virtual environments

Symbolic Benefits

about self-expression and the way we signal to others by means of consumption objects

Living the brand

an end-goal in the process of engaging employees in the branding process -Employees incorporate and live brand values and thereby deliver the brand promise fully to consumers

Brand Exploratory

an external investigation of what the brand means to consumers

Brand icon

an identity brand approaching the identity value of a cultural icon

Paradigm Shift

around the birth of the relational approach in 1998 - Implied shift from quantitative to qualitative methods, an acknowledgement of consumers' ownership of the brand, and an embrace of the more chaotic forces in consumer culture

Product Related

associations directly associated with the product/service

Exchange relationships

based on economic factors; expect money in return for a favor or expect a comparable favor promptly

Communal relationships

based on social factors; money in return for a favor is not expected, benefits are not compared

Service brand

brand that sells services instead of products

Economic Approach

centered on the possibilities of the company to manage the brand via the marketing mix elements (4Ps) and how these factors can be manipulated to affect consumer brand choice; -The brand as part of the traditional marketing mix - Quantitative data - The marketer is definitely in charge of brand value creation, and hence consumers are believed to 'receive' and understand the messages 'sent' to them from the marketer exactly as intended

Conformability

communication versatility and the extent to which a particular marketing communication 'works' for many target consumers in many times and places

Cross-effects

communications used in tandem are more powerful when they interact and create synergistic cross-effects with other communications through proper sequencing

Cyclical Process

congruence between self and brand personality positively affects brand loyalty directly and indirectly through functional congruity, product involvement and brand relationship quality

Even more saturated market place

consumer becomes the main driver in the branding process; -consumer owns the brand and plays an active part in endowing it -cultural approach

Consumer innovativeness

consumer proneness to buy new products

Journey Circle

consumers begin by considering a preliminary set of brands to form an initial consideration set, modify this consideration set as they gather and evaluate more brand information, select a brand, and then utilize their post-purchase experiences to shape their next decision

Elements of Brand Identity

corporate identity, organizational identity, image, and reputation · The core definitions and conceptualization of the identity approach are not the result of a single comprehensive study but rather based on practical experience from the use of the identity concept as a management tool

Driver role

degree to which a brand drives the purchase decision and use experience

Cultural icons

exemplary symbols, resonant to a majority of people and offering the most potent and relevant solution to the cultural situation of their time

Non-product related

external aspects related to its purchase or the consumption of it Price information, packaging, user imagery, user image

sense of moral responsibility

felt sense of duty or obligation to the community as a whole, and to its individual members -Serves 2 major purposes: 1. Integration and retention of members 2. the assistance of members in the proper use of the brand

Business to business Brand Architecture

firm's collection of brands and their relationships; typically consist of umbrella, line, and modifier brands

Identity Approach

focus on how the identity of the company as whole can shape a coherent brand message that is communicated to all shareholders; - Brand as linked to corporate identity - Brand is 'owned' by the company and communicated in a linear fashion from the company to the consumer - Integration of the brand on all organizational levels is key - Marketer in charge of brand value creation - Processes of organizational culture and corporate construction of identity are key influences

Compartmentalized friendships

highly specialized, situationally confined, enduring; lower intimacy, higher socio-economic rewards and interdependence, easy entry and exit

Proactive marketer

if the marketer understands and respects the dynamics of a brand community it is possible to proactively create a platform that facilitates a brand community to evolve

Courships

interim relationships on the road to committed partnerships contract

Psychological Phenomenology

investigating how an individual interacts with external objects to learn about the structures that make up the individual's construction of reality

Committed Partnership

long-term, voluntarily imposed, socially supported union in love, intimacy, trust, and commitment; adhere to exclusivity rules expected

Non-industrialized economy

majority of goods are unbranded and the mere fact that goods are packaged may be a vehicle of consumer preferences

More mature market

marketer is faced with more competition and has to apply other branding techniques in order to differentiate the products; - three dimensional brands= product quality supported by emotive advertising - consumer-based, personality, and relational approaches

Viral branding

mechanisms where consumers help or in some cases take over the marketing of the brand - Consumers spread the brand like a virus - Risk of a contrary marketing effort à brand is "hijacked" and taken in unintended directions through autonomous meaning-making among consumers

Kinships

non-voluntary union with lineage ties

Positivistic View

notion of the brand being 'owned' by the marketer, who controls the communication to a passive recipient/consumer; brand as a manipulable lifeless artifact that is created by its owners/marketer, who controls the communication to a passive recipient/consumer; the economic approach, the identity approach, the consumer-based approach, the personality approach

Organizational Identity Data Methods

o Anthropological and culture studies o Multi-paradigm approach o Sources of a strong organizational identity = style of top management, everyday organizational behavior, embedded norms and values o Strength of organizational culture- ability to adapt to changes in the environment -Strength found it firm's ability to learn, change, and adapt to market demands

Viral Branding

o Brand as a communication unit o Company as hidden puppet master - motivate the right consumers to advocate for the brand o Consumers discover brand as their own - DIY & WOM o Comparable to community approach

Emotional Branding

o Brand as a relationship partner o Company as good friend o Consumers interact with the brand and build personal relationship with it o Comparable to personality and relational approaches

Mind-share branding

o Brand as a set of abstract associations o Company as steward- consistent presence in all activities over time o Consumers ensure that benefits become salient through repetition, and perceive benefits when buying and using product o Comparable to consumer-based approach

Cultural branding

o Brand as performer of, and container for, an identity myth o Company as the brand's author o Consumers personalize the brand's myth to fit individual biography o Comparable to cultural approach

Balancing brand image with brand identity

o Consumer-based management depends on superior abilities when it comes to market sensing and customer knowledge o Focus on the consumer leads to a lack of organizational vision o Marketer should also consider that the process of listening only to consumer associations is essentially backward-looking o Risk: lack of future perspective

Transaction Cost Theory

o Consumption choice as the result of reasoning process o Transaction costs as barriers to utility maximization o Measure for brand strategy efficiency--> number of transactions (sales figures) o Short term focus - Transaction theory acknowledges that consumers are not able to have a complete overview of options and they are hence not able to make a perfect rationally based consumption decision, because they are not cognitively able to grasp all information about all available brand alternatives - Marketer facilitates transactions by providing the consumer with the right information about the product and about the product utility benefits, and ensures that the product itself is available at all relevant points of contact with the consumer

Organizational Identity

o Derived from academic disciplines (sociology, anthropology, organization studies) o Focus on- how behavior affects brand identity o Identity believed to be context-dependent and both socially and individually created

The Corporate Identity Perspective Assumption

o Identity approach stems from= graphic design and strategic management, organizational culture studies and organizational behavior o Key assumption= all marketing and communication activities should be integrated, aligned and elevated from a product-focused and tactical level to a strategic, corporate level o Identity as something initiated from inside the company

3 Perspective Approach on Organizational Culture

o Integration perspective: -Represents the functionalist perspective and the forces in the organization oriented towards consensus and consistency - Usually found in the messages and activities initiated by top management to create and enhance organizational culture o Differentiation perspective: - Interpretative approach - Assumption: cultural consensus exists within different subcultures and groupings, but not on an organization-wide level o Fragmentation perspective: - Assumption: organizational culture can display a multitude of views - There is no consensus and the relation between manifestations of organizational culture is complex Qualitative interviews used

Indirect Approach

o Measures brand knowledge (brand awareness and brand image) by assessing its sources (consumers' associations o Implies measuring customer-based brand equity without measuring it against something else o Sources of brand knowledge identified through mapping out consumers' brand knowledge n Brand awareness o Assessed through aided as well as unaided memory measures n Brand associations o Free association tasks, focus groups, probing and projective techniques § Sentence completion, picture completion, individual interviews, etc.

Direct Approach

o Measures customer-based brand equity by measuring consumer responses to the brand's marketing actions o Implies measuring against the customer-based brand equity of other brands § Blind test scenarios = different elements of the marketing mix are compared between a named brand and an unnamed 'rival' brand

Attitude Toward Partner

o Participants responded more negatively to competence than a moral failure of a company o The reverse was true for a spokesperson

Spillover Effects

o The negative deed of a partner spilled over to affect the host brand's evaluations when participants felt that the host brand was also culpable o Negative information about the partner did not spill over to the host brand when the host was not viewed as culpable for the negative act

Corporate Identity Data Methods

o heuristic approach from strategic management o historical sources, brand specific historical records, semi-structured interviews, storytelling methods and heuristic analysis o need of data about how the visual expression of the corporate identity has evolved over time

Functional Benefits

personal expectations of what the product can do for consumers

Indirect Sources of Brand Personality

product-related attributes, product category associations, brand communication (name, logo, style, price, distribution channel), etc.; All the decisions made about the physical, functional and tangible aspects that can be experienced by the consumer

Phenomenology

qualitative, constructionist research tradition emphasizing the accessing of an ' inner reality' and, as a consequence, the validity of 'lived experience'

Constructivist View

reflects on the nature of the brand and the value of the brand equity as something created in the interaction between marketer and an active consumer; brand as a holistic entity with many characteristics of living beings; the relational approach, the community approach, the cultural approach

Goodyear Framework

reflects the different roles played by brands as markets evolve (brand lifecycle) - How branding techniques become more sophisticated as consumers become more accustomed to marketing techniques

Experiential Benefits

sensory experience of using the brand

Direct sources of brand personality

set of human characteristics associated with the typical user of the brand, the employees of the company producing the brand, the CEO, endorsers of the brand, etc.; Always person-based

Brand Personality Statement

short-term, contains the more nuanced personality traits that can be altered over time and can serve as a guide for how the brand should appear and behave more specifically

Brand communities

social entities that reflect the situated embeddedness of brands in the day-to-day lives of consumers and the ways in which brands connect consumer to brand, and consumer to consumer

Employer branding

strategies for communicating about a company as an attractive employer to both current and potential employees

Identity Value

the aspect of a brand's value that derives from the brand's contributions to the self-expression of the consumer

Personality Approach

the brand as a human-like character - Consumers endow brands with personalities and use these personalities in a dialogue-based exchange of symbolic value for their individual identity construction and expression - Approach rooted in human personality psychology and uses of quantitative scaling techniques

Relational Approach

the brand as a viable relationship partner - Extends the dialogue-based approach, is rooted in philosophical tradition of existentialism and the methods are of a phenomenological nature --> paradigm shift!

Consumer-based approach

the brand as linked with consumer associations - Brand perceived as cognitive construal in the mind of the consumer - Attention shits from the sender towards the receiving end of brand communication - Consumer as the 'owner' of the brand - Linear communication à the marketer is perceived to be able to 'program' the consumer into intended action

Cultural Approach

the brand as part of the broader cultural fabric - How brands are an inherent part of our culture; explains how playing an active role in mainstream culture can turn a brand into an icon - Brand as a cultural artifact - Makes use of a wide variety of qualitative methods - Attention shifted from the transaction between a marketer and a consumer to a macro perspective

Community Approach

the brand as the pivotal point of social interaction - Brings influences from anthropological consumption studies, socio-cultural influences and consumer empowerment - Based on anthropological research into so-called brand communities - Brand value is created in these communities where a brand serves as the pivotal point of social interaction among consumers - The marketer deals with 'autonomous' groups of consumers who are able to collectively influence marketing actions and potentially 'take over' the brand and take it into a direction not at all intended by the marketer

Culture jamming

the distortion of commercial signs and mediums

Complementarity

the extent to which different associations and linkages are emphasized across communication options

Commonality

the extent to which different communication options share the same meaning

Doppelganger brand image

the negative autonomous brand images cicling in our culture

Brand Culture

the organizational culture of the brand and sometimes to the brand as part of the broader cultural landscape

Brand Image

the perception of the brand by consumers - Typically consists of multiple concepts: perceptions, cognition, attitude

Symbolic Signal

the personality approach places the personality of the brand and the personality of its stereotypical or ideal user at the heard of brand management

Brand Portfolio

the range of brands a company has in the market

Brand Architecture

the structure that organizes the brand portfolio - Defines brand roles and relationships among a company's brands - Three main ways to structure brand architecture: o Monolithic brand structure= a structure where the company relies solely on a corporate brand o Individually branded products o Endorsed brands= hybrid, where a corporate brand is used to endorse the corporate brands in the portfolio

Semiotics

the study of signs and symbols in communication

Brand Equity

the value of the brand - Financially: a way to account for how much value a brand holds; equity as intangible entry on balance sheet - Subjectively: the consumers' perception of the brand, which is strategically valuable for brand management

Brand Essence

the very core of the brand - An abstract idea or sentence summarizing what is the heart and soul of the brand - It should stay the same over the course of time and no marketing actions that will compromise the brand essence should be allowed

Going Native

to live in a certain environment long enough to truly understand the social and cultural phenomena from an 'insider perspective'

rebounds/avoidance-driven relationships

union precipitated by desire to move away from prior or available partner, as opposed to attraction to chosen partner per se

Co-branding

when two or more brands are combined in a joint product or brand (brand alliances/ brand bundling)

Societal Response to Brand Icons

· Efforts in environmental issues, human rights and cultural degradation · Moral rebellion against the idea of corporations outsourcing production while focusing on the production of images · Serious attack on the idea of branding in itself

Fournier's Brand Relationship Quality Construct

· Focus on quality, depth and strength of the consumer-brand relationship · Six important factors= love/passion, self-connection, interdependence, commitment, intimacy, brand partner quality · Factors identified as influencing the durability and quality of the relationship · Relationship as meaning-based --> reflect reciprocal nature of a relationship

The Creation of Brand Personality

· Identification of personality · Making sure it is appealing à analyzing the consumer self-brand exchange · Understand the target groups · Align the personality of the brand and the consumer · Develop the communication platform

The 'brand-consumer' exchange

· In this approach, key determinants of consumers' brand choice: reliable image and reputation · Brand-consumer exchange is expanded to a focus on all potential stakeholders, and not only interaction with consumers

The Brand Relationship Spectrum

· Intended to help brand architecture strategists to employ, with insight and subtlety, subbrands and endorsed brands · Related to the driver role that brands play

Economic Approach Data Analysis

· Large quantities of data are preferred · Need for data and results to be replicable and representative · Difficult to gain a sound understanding of why variables are correlated · Approach based on positivist research ideal · Objectiveness is important, and phenomena are presumed to be measurable · Use of regression analysis

Observing Brand Communities

· Observations can take place in the face-to-face venues as well as in the virtual communities · Social interaction should be observed applying the appropriate ethnographic data collection techniques in order to deduct brand meaning -Brand mystique: can be uncovered and used as a source of inspiration for marketing campaigns -Community consumers do not like intentional marketing and they do not like anyone looking over their shoulder -Members want to feel in charge of the brand

Economic Approach Methods

· Output and managerially oriented · Mathematical models · Objective: to investigate how manipulating one or more factors of the marketing mix will affect consumers' brand choice o Investigation of the causal effects between two or more variables relating to the marketing mix

Implications of the Relational Approach

· Relational approach introduces a dyadic brand perspective, an existential view of the consumer, phenomenological methods, and a precise conceptualization of key brand relationship concepts · Relational approach is the indicator of a major paradigm shift in brand management

Economic Approach Theory

· Traditional economic theory of exchange where the principles of the invisible hand and the economic man guide behavior and transaction cost theory · Transaction cost theory: Transaction-based perspective on exchange between brand and consumer · Marketing mix: key parameters when building a brand strategy

Management of an Iconic Brand

· brand manager is supposed to act as a cultural activist · manager treat his brand as a medium to deliver provocative creative materials that respond to society's new cultural needs · manager should be able to understand the legacy of the brand as a myth creator · manager should be able to be a cultural trend setter by not exploiting what is hot and happening right now but rather be the one defining hot and happening

Behavioral Identity

· consumers base consumption decisions on their perceptions of company personality to a much greater extent than on rational evaluation of attribute functionality

Other Methods Used for Cultural Approach

· ethnographic studies · phenomenological interviews · the 'extended case method'=a discovery-oriented method o relatively small sample of informants is studied closely through loosely structured, long interviews and observations in their homes and environments o research method behind the citizen-artist brand prospect

Visual Identify

· identity as a communication vehicle; consistent visual expression while still ensuring that the brand remains fashionable by undergoing continual adaptation to emergent changes

Low consumerized and undersupplied economies

· primary role of brand is to serve as a reference (economic approach)

Social Identification

· used to measure how well the brand personality matched the consumer's self image (matching process)

Methods and Data of Cultural Approach

· variety of methods and data borrowed from different interpretive research traditions · all data are interpreted in a macro perspective