Branding class at Baruch College. Week 2 class discussion on Brand Management and the new world order of brand leladership and citizen brands.

1. WEEK 2:
Brand Management
&
Brand Leadership
Model

6. WHY SPEND $ ON
ADVERTISING TO
FIX “BROKEN”
BRANDS?

13. MANAGING BRANDS
THROUGH CRISIS
SUCCESSFULLY

17. ● Classic brand management dates back to
the early 1900s-Neil McElry (1931)
famous P&G memo on the importance of
a brand-focused management system.
● As “American” as baseball, hot
dogs, apple pie, and Chevrolet.
From CLASSIC brand management
to “brand leadership”
Branding’s LOOONG History

18. ● Brand Category / Business Unit
management.
● A brand’s ‘market scope’ stretches
ACROSS markets.
● Today’s brand leader is a communications
specialist due to media & market
fragmentation.
● Branding has become strategic &
visionary.
● Brand leadership role at the highest
levels of today’s organizations.
Today’s Brand Leadership

23. Developing Brand Strategy

24. ● A thorough understanding of the
company’s CUSTOMERS, competitors,
and business strategy.
● It’s the customer that drives a brand’s
VALUE.
● Brand strategies need to be based on a
powerful segmentation strategy, as well
as in-depth knowledge of customer
motivations.
What Brand Identity Requires

25. Establishing Consumer
Based Brand Equity
CBBE

27. ● The differential effect that brand knowledge has on
consumer response to the marketing of that product:
● Customers might be more accepting of a new brand extension
for a brand with positive CBBE, less sensitive to price increases,
and withdrawal of advertising support, or more willing to seek
out the new product through new distribution channels.
● Brand equity as a BRIDGE: Consumer knowledge drives
the differences that manifest themselves in terms of
brand equity. Brand equity gives marketers a vital
strategic bridge from their past to their future.
● Brands encompass past marketing efforts as collective
investment in what consumers learned, felt, and
experienced about their brands.
● Past brand efforts provide a map to the future.
The CBBE Model

28. ● According to the CBBE model, the following
four steps represent fundamental questions
that customers will ask about your brand:
● Who are you? (brand identity)
● What are you? (brand meaning)
● What do I think/feel about you? (brand
response)
● What kind of association and how
much of a connection would I like to
have with you? (brand relationships)
4 Steps to Building CBBE

29. ● Key to creating brand equity is creating a
difference between your products and your
competitors in your customer's ANMM.
● ANMM is a GREAT model to show how your and
your competitor's brands exist in your
customer's memory.
● Associative Network Memory Model:
network of nodes (stored information) in our
brains and links representing the strength of/
association between the information.
Brand Knowledge - ANMM

30. ●Brand image is the consumers’
perceptions about the brand, as
reflected by the brand associations
held in the consumer memory.
Brand Knowledge

31. Want to Buy a Motorcycle?

33. What if you were at a
party, wanted a beer
and could ask for ANY
brand?

34. What Brand Do You Prefer?

35. ● The most successful branding
organizations (Apple, Volvo, McDonald’s,
Coca-Cola) achieve a very strong and rich
brand image made up of extremely
deeply entrenched brand associations
with loyal customers called APOSTLES or
RAVING FANS.)
Brand Knowledge

36. ● Occurs when the consumer has a high
level of awareness and familiarity with
the brand and holds a strong, favorable,
unique brand association in memory.
Sources of Brand Equity

37. ● Brand Awareness: brand recognition +
brand recall performance.
● Brand Recognition is a consumer’s
ability to confirm prior exposure to the
brand when you’re given the brand as a
cue.
● Brand Recall is the consumer’s ability o
retrieve the brand from their memory
when provided with the brand category,
the needs fulfilled by the category, or
purchase or usage situation as a clue.
Brand Awareness

38. WHAT CEREAL
WOULD YOU HAVE
FOR BREAKFAST?

40. ● Learning Advantages
● Brand awareness influences the formation &
strength of the associations that make up the
brand image.
● Marketers first have to create a brand node in
the consumer’s memory.
● Consideration Advantages
● Consumers HAVE to consider the brand
whenever they are making a purchase for which
it could be acceptable or fulfilling a need.
● Raising awareness of the brand increases the
chance that it is remembered in the
consideration set.
Advantages of Brand Awareness

41. Laptop Consideration Set?

42. ● Choice Advantages
● Creating a high level of brand awareness will affect
choices among brands in the consideration set.
Advantages of Brand Awareness

43. CREATING BRAND
AWARENESS

44. ● Increase the familiarity with the brand
through repeated exposure.
● Repetition increases recognizability but
improving brand recall also requires
linkages in memory to appropriate
product categories or other purchase
consumption cues.
● Forging strong associations between a
brand and its product category helps
build a strong brand.
Establish Brand Awareness

45. If you were going to
buy:
Which brand would
you consider?
Car ?
Cell phone ?
Suit ?
Dress shoes ?
E-book reader ?

46. ● Begins with a strategic marketing program.
● Outside sources contribute (Consumer Reports,
peers, influencers, respected authorities.)
● Brand association to the individual’s personal
relevance AND the consistency with which it is
presented over time.
● Highlight the brand’s ATTRIBUTES and
BENEFITS.
● Analyze the consumer and your competitors to
determine the best associations to link to the
brand.
Building a Brand’s Image

47. IMPORTANCE OF A
BRAND’S U.V.P

48. ● Brand positioning greatly influenced by the USP
that gives a consumer a compelling reason to
buy the product.
Building a Brand’s Image

49. Unique Selling Proposition

50. CAN-AM’s USP

51. ❶ Ensure identification of the brand with
customers and an association of the brand in
your target customer’s mind.
❷ Establish the totality of a brand’s meaning in
the minds of customers, by linking a host of
tangible and intangible brand associations.
❸ Elicit the proper customer responses to this
brand identification and brand meaning.
❹ Convert brand response to create an intense,
active loyalty relationship between customers
and the brand.
4 Steps to Brand Building

52. ● How product categories are organized in the
consumer’s memory.
● A powerful brand has both depth and breadth
of brand awareness so that customers always
make sufficient purchases and always think of
the brand across a variety of settings.
● Creating a brand’s “meaning” includes
establishing the brand.
● Brand performance describes how well the
product/service meets the customer’s
functional needs.
Product Category Structure

54. ● One kind of brand meaning.
● Depends on the properties of the product
including ways that the brand attempts to meet
a customer’s social and/or psychological needs.
● Four (4) main intangibles to link to a brand:
● User profiles
● Purchase/usage situations
● Personality and values
● History, heritage, and experiences
Brand Imagery

55. WORLD’S MOST
VALUABLE BRANDS

57. www.brandchannel.com/images/papers/What_Makes_Brands_great.pdf

59. CHAMPIONS
OF BRAND IMAGERY

71. ● Customer’s personal opinions about and
evaluations of the brand.
● The four main types of customer judgments:
● Brand quality
● Brand credibility
● Brand consideration
● Brand superiority
Brand Judgements

72. ● Customer emotional responses and reactions to
the brand.
● What feelings are evoked by the marketing
program for the brand.
● How does the brand affect a consumers’
feelings about themselves and their relationship
with others?
● Transformational advertising is advertising
designed to change a consumers’ perceptions
of the actual usage experience with the
product.
Brand Feelings

73. ● Defines the extent to which a consumer feels
they are “in sync” with the brand (Harley-
Davidson, Apple, eBay.)
● Resonance defined in terms of intensity, or the
depth of the psychological bond that consumers
have with brands and the level of activity
brought on by the consumers’ loyalty to the
brand.
Brand Resonance

75. ● Brand resonance can be broken down
into four (4) categories:
● Behavioral loyalty
● Attitudinal attachment
● Sense of community
● Active engagement
Brand Resonance