Branding Concepts
Stages of Brand Development
1. Identity (Deep brand awareness) 2. Meaning (points of parity and difference) 3. Response (Positive accessible reactions) 4. Relationships (Intense active loyalty)
Brand Recognition
Ability to Recognize a brand once exposed to it. When decision is made in situations where a lot of competing info is present, recognition is more important
Brand Recall
Ability to retrieve the brand from memory when a certain cue is given
Brand Image
All associations that come to mind when you think of a brand
Brand Communities
Best manifestation of emotional branding. HOG and Apple Enthusiasts; Communities based on shared brand ownership
Brand Elements
Brand Names, characters, logos, spokespeople, slogans, jingles, packages, etc. to help in identification and differentiation of brands. These different components allow marketers to be free to choose however many brand elements in creating a brand. Should be memorable, meaningful, likable, transferable, adaptable, protectable
Brand Awareness is made up of...
Brand Recognition and Brand Recall
How do marketers create brand awareness?
Cause consumers to experience more of the brand. Associate rich multisensory cues with your brand. Repetition (pairing brand w/ song or jungle facilitates recall and recognizability)
Sophistication
Class and Charm
Excitement
Daring, spirited, imaginative, contemporary
Role of Packaging in Branding
Designing containers or wrappers for product has key strategy implications. Main implications are to facilitate brand recognition and differentiation at point of purchase, and aid in developing brand image and associations
Brand Equity
Different Outcomes result from the marketing of a branded product than if it were not branded
Sincerity
Down to Earth, honest, wholesome, and cheerful
Brand Awareness is important b/c
During low involvement situations, consumers often make a choice based on brand awareness. Even without a well formed attitude, a minimum level of brand awareness could influence choice
Drawbacks of Loyal Consumers
If brand is perceived to be regressing in its promisses, it can cause severe backlash from loyal consumers. Anti-Brand activists will raise awareness about what they perceive to be excesses of corporate capitalism in forms of boycotts, negative publicity, and cultural jamming
Brand Awareness Increases chances of...
Including brand in the consideration set and ultimately choosing it
How does effective brand help a company?
It will increase Brand Equity by having a consistent set of traits which adds value in addition to its functional benefits
Ruggedness
Masculinity, Toughness
Brand Personality
Personification of a brand which the consumer can relate
Competence
Reliability, Intelligence, Success
Brand Personality Dimensions
Sincerity Excitement Competence Sophistication Ruggedness
Emotional Branding
Strategic objective is to forge strong and meaningful emotional/feelings based bonds with consumers and to become part of their life and memories. Typically considered the central pillar of market differentiation and sustainable competitive advantage