This document provides an overview of branding concepts and strategies. It begins with definitions of branding and discusses the evolution of branding from simple product identification to experience-based approaches. Key concepts covered include brand equity, brand positioning, brand architecture, and brand activation. The document also discusses challenges in international branding, noting differences between countries in areas like consumer needs, marketing environments, and cultural dimensions. Measurement of brand performance and value are reviewed as important parts of the strategic brand management process.

1. ™
B®ANDING

2. session 6
summary

3. Article ‘Philip Morris’
1. Can you tell me what the article is about?
2. What is the main research question of the article?
3. What methodology did the authors use?
4. Did Philip Morris use a global or local marketing
strategy for Marlboro?
5. Are the authors pro / anti smoking?

4. the book
ISBN: 978-90-430-1729-9

5. course outline
Week
Subject
Chapter Keller
1
Introduction in branding: brand management and
global course overview, Branding music, events
and entertainment
1
2
Creating brand value, Brand positioning
2&3
3
Building brand equity, Brand associations
4&5
4
Future branding: brand activation
6&7
5
Brand research, Brand psychology,
Neuromarketing, Measuring brand value
8, 9 & 10
6
Brand strategy, Brand extensions, International
branding, Summary
11, 12, 13 & 14

6. Do you recognize it?
Do you know it?
Do you think it’s cool?
Do you like it?
Do you think it’s better?
Do you buy it?
Do you recommend it?

7. 1.
2.
3.
4.
5.
6.
7.
Do you recognize it?: Brand awareness
Do you know it?: Brand knowledge
Do you think it’s cool?: Brand image
Do you like it?: Brand attitude / brand value
Do you think it’s better?: Brand preference
Do you buy it?: Brand loyalty
Do you recommend it?: Brand fan

8. Why are brands important?
For consumers
For manufacturers
• Identification of source of
product
• Assignment of responsibility
to product maker
• Risk reducer
• Search cost reducer
• Promise, bond or pact with
maker of product
• Symbolic device
• Signal of quality
• Means of identification to
simplify handling or tracing
• Means of legally protecting
unique features
• Signal of quality level to
satisfied customers
• Means of endowing
products with unique
associations
• Source of competitive
advantage
• Source of financial return

9. A change of thoughts
How to companies approach their customers
• Production orientated: mass production, customers have no
choice, selling more by efficient production
• Product orientation: selling more because the quality of
products is better
• Sales orientation: selling more because of a lot of
communication and promotion
• Marketing orientation: selling more by listening to the needs
of customers and to adjust products to those needs
• Societal marketing orientation: selling more by listening to
the needs of customers and to adjust products to those needs,
also these companies pay attention to the effects of their
actions to our planet

10. Marketing instruments
-
Product
Price
Place
Promotion
(People)
Marketing mix

11. Product
1.
2.
3.
4.
5.
6.
7.
Quality (materials, etc.)
Design (size, colour etc.)
Packaging (protection, storage, etc.)
Brand (logo, recognition, etc.)
Accessories
Assortment (width, depth, etc.)
Service (installation, guarantees, instructions, etc.)

12. what is a brand?

13. definition (1)
“…a brand is a name, term,
symbol, or design, or a
combination of them, intended
to identify goods and services
of one seller or group of sellers
and to differentiate them from
those of competition…”
source: American Marketing Association

14. definition (2)
“…a brand is a intangible but
critical component of what an
organization stands for…”
source: Brand Asset Management,
Scott M. Davis

15. the evolution of branding
1850 … Identification branding:
Products/services/quality
1950 … Benefit branding:
Product benefits/
What’s in it for me?
1970 … Symbolic branding:
Personality/user image/
lifestyle
1990 … Experience branding:
Consumer experience/
all senses
1995 … Societal branding:
Ethics/contribution to society
2000 … Total branding:
Integrated system of
physical, psychological and
social components of an
ideology

16. “…branding is the blend of art and
science that manages associations
between a brand and memories in
the mind of the audience. It involves
focusing resources on selected
tangible and intangible attributes to
differentiate the brand in an
attractive, meaningful and compelling
way for the targeted audience. …”
source: Brandchannel.com

17. what can become a brand?
•
•
•
•
•
•
•
•
Goods (b-to-c / b-to-b)
Services
Retailers
Online products & services
People & organisations
Sports & arts
Regions (city marketing)
Entertainment

18. strategic brand
management process
1. Identifying and establishing brand positioning
2. Planning and implementing brand marketing
campaigns
3. Measuring and interpreting brand performance
4. Growing and sustaining brand equity

19. Brand equity
No brand
vs.
Brand X
Brand equity
‘…brand equity is built up from positive effects of
marketing that can only be directed to the brand…’

20. customer-based brand equity
(CBBE) Brand equity seen from the
consumer perspective
The power of a brand is a result of:
What has the consumer:
learned about the brand
felt when using the brand
seen in combination with the brand
heard about the brand

21. brand knowledge
• Consists of:
– 1) brand awareness
– 2) brand image
• Knowledge about a brand:
The associative network memory model (the
brain is a network of associations, links
and nodes, more about this in session 3
and 5)

22. 1. brand awareness
• Consists of:
– 1) brand recognition
– I’ve seen this before…
– 2) brand recollection
– I think you are referring to...
• Advantages:
– Influences the amount, speed and strength of
associations to be made
– Better chance to be part of the evoked set
– Better chance to become the chosen brand

23. 2. brand image
• Building a good brand image: creating strong,
positive and unique brand associations
• Important:
– Personal relevance
– Uniqueness
– Consistency
– Credibility

24. Summary

25. building a strong brand
4. Brand relationships: What about us?
3. Brand responses: What I think of you?
2. Brand meaning: What are you?
1. Brand identity: Who are you?

26. building a strong brand
Brand resonance pyramid (Keller)

27. Brand designing vs. Brand building
Product
Core
Brand
Brand
Brand
Brand
Identity
Designing
Building
Relations
Target
Creation
Building
Result

28. “…brand design is the
creation (!) and
the visualization (!)
of brands..”
source: Brand design,
Ruud Boer

29. Functions of brand design
1.
2.
3.
4.
5.
6.
7.
Creating extra value
Creating difference
Communicating promises
Creating awareness
Creating recognition
Communicating basic information
Fulfilling other functions
•
For example ‘Living the brand’

30. Brand desigining:
the inner side:
A. creation of brands
(vormen van merken)
the outer side:
B. visualisation of brands
(vormgeven van merken)

32. ‘Het merk-wijzer model’
Source: Brand design, Ruud Boer

34. brand positioning &
brand elements

35. brand positioning
“…finding the right location in
the mind of the consumer..”

37. brand positioning
What you need for brand positioning:
1. Overview of the target group
2. Overview of the most important
competitors
3. A) Points of parity regarding
competition
B) Points of difference regarding
competition

38. Laddering
Attributes (product features)
Benefits (personal values and
advantages connected to
product features)
Values (personal goals)

39. “…brand laddering
involves progression from
attributes to benefits to
more abstract values.
Laddering involves
repeatedly asking what the
implication of an attribute
or benefit is for the
customer…"

40. for instance

41. Attributes: nicotine
Benefits: relaxation, social
smoking, belonging to a group
Values: tough, relaxed,
masculin

42. Brand psychology

43. mental brand response (1)
association ownership
a brand ‘owns’ an association, if the
brand comes immediately to the mind
when the association is given as a cue
when the brand itself is given as a cue,
this association is among the first
which are activated

44. brand psychology
brand psychology
scientifically studies human
behavior related to brands in a
particular surrounding or
a particular context

45. neuromarketing
measuring brain response
to marketing ads and brands
by additional use of biometrics
including heart rate, breathing rate,
eye and skin response

46. some neuromarketing tools
eye tracking:
measures where a subject is looking
EEG (Electroencephaolgraph):
measures brain waves to determine what parts
of the brain are activated
FMRI (Functional Magnetic Resonance Imaging):
measures brain activity in real time. Much more
expensive than EEG, but gives more accurate
pictures of the brain

49. 1. The cocktailparty-effect: unconsciously a
human scans the surroundings, althought
you’re not aware of it
2. The mere exposure-effect: the more often
someone is in contact with a negative stimulus
the more positive it will be judged
3. The negativity-effect: negative and
threatening stimuli will always be noticed
quicker
4. Conditioning: when a neutral stimulus is
connected to a positive or negative stimulus,
the neutral stimulus also becomes positive or
negative

50. brand strategy

51. brand
architecture

52. 1. BRAND-PRODUCTMATRIX
This matrix gives an overview of all
the brands and products of the
organization.
In order to get more insight into the
product and brand strategy of the
organization

53. Products
1
Brands
2
3
N
1
Becel
bread
Becel
liquid
Becel
on bread
Etc.
2
Zwitsal
shampoo
Zwitsal
Baby tissues
Zwitsal
Sun cream
Etc.
3
Glorix
bleach
Glorix
Cleaning tissues
Glorix
Toilet cleaner
Etc.
N
Etc.
Etc.
Etc.

54. BRAND PORTFOLIO:
the collection of all brands an
organization offers within a
specific product category

55. PERFECT
BRAND PORTFOLIO:
maximizing the market reach
with the number of different
brands without brand
cannibalization

56. Brand hierarchy
1.
Corporate / company (Unilever)
2.
Family (Unox)
3.
Individual (Cup-a-Soup)
4.
Modifier (different flavours)

57. What if a new product is
invented?
1. A new brand, especially for the new
product
2. Using an already existing brand
3. A combination of both

58. brand extentions
• line extensions:
The family brand (umbrella) is used on a new related
product group
• category extensions:
The family brand is used for a totally new product
category

59. brand activation

60. Changing consumer
Consumers….
… have more power…
…can buy more products…
…can get a lof information… (!!!)
…can easily contact organizations…
…can get in contact with other consumers very easily… (!!!)

61. To personalize marketing
Experience marketing
One to one marketing
Permission marketing

62. experience economy:
brand activation

63. “... when a consumer buys an
experience, he pays to spend time
enjoying series of memorable
events that a company stages – as
a theatrical play – to engage him in
a personal way...”
The Experience Economy (Pine & Gilmore, 1999)

64. brand activation
1. Traditional media
2. New media

65. Or?
brand activation
1. (Brand)
paid media
2. (Brand)
owned media
3. (Brand)
earned Media

66. brand earned media??

67. Media
type
Definition
Examples
The role
Benefits
Challenges
(Brand)
paid
media
Brand pays to
use channels
•Display ads
•Paid search
•Sponsorships
Active role in
enlarging brand
knowledge
•In demand
•Immediacy
•Control
•Overload
•Declining
response rates
•Poor credibility
(Brand)
owned
media
Channels a
brand controls
•Website
•Mobile site
•Blog
•Twitter
Build for longerterm relationship
with existing
potential
customers
•Control
•Cost efficiency
•Versatility
•Niche audiences
•Long term
•No guarantees
•Not trusted
•Takes time to
find segments
(Brand)
earned
media
When
customers
become the
channel
•Buzz
•Viral
•Experience
Listen and
respond. Interact.
Create. Come
alive
•Most credible
•Transparent and
lives on
•Strong ties with
customer
•Less control
•Can be negative
•Hard to measure

68. ...a focus on quality of
communication, not on
quantity or reach
more focus on impact...

69. “...a brand is a perfect
tool for transferring
information, meanings and
feelings through media...”

70. community
brand
values

71. brand X
target group
band X
sub-target group

73. • young
• creative
• urban
community
tokio
hotel
• metro-sexual
values

74. a band gives input to
the meaning and value
of the brand:
“…if the band srews up,
so does the brand…”

75. Session 5
measuring brand value
& international branding

76. strategic brand management
process
1. identify and establish brand
positioning and values
2. plan and implement brand
marketing programs
3. measure and interpret brand
performance
4. grow and sustain brand equity

77. brand measurement
“ I’m putting all this effort
into my brand, working on the image,
giving it the right colors, the right look,
the right communication-tools. But is it
working? Does this ‘brand building’thing have any result at all?”

78. Why measure brands?
• to measure how strong the brand is in
comparison to competitors
• to review marketing campaigns (return on
marketing investment)
• to value brands in order to put it in the
annual financial overview

79. brand equity
measurement system
“...a set of research procedures
designed to provide timely, accurate and
actionable information for marketeers so that
they can make the best possible tactical
decisions in the short run and the best
strategic decisions in the
long run...”
source: Kevin L. Keller
Building, measuring and managing brand equity

80. different ways to measure
1. Brand value chain
2. Brand following
3. Brand asset valuator (BAV)

81. international branding

82. Regions (local) vs.
The world (global)
• Increasing amount of niche markets
• Increasing amount of consumer data
• Increasing amount of 1-to-1 marketing

83. Why brands go abroad?
•
•
•
•
•
Home market is saturated
Heavy competition on the home market
Extra growth possible abroad
Overcapacity
Spreading risk

84. Hofstede’s 5 dimensions
•
•
•
•
•
•
Power distance and acceptance
Individualism
Uncertainty avoidance
Masculinity (emotional roleplaying)
Long term orientation
Indulgence vs. restraint (to control desires)

85. Differences between
countries & cultures:
•
•
•
•
•
•
Consumer needs / usage
Reactions on marketing mix elements
Competitive environment
Legal environment
Marketing infrastructure
Bureaucratic procedures

86. good luck!!