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Lecture 3 Brand Management

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Nagesh Pai
Nagesh Pai

Brand Positioning

BusinessTechnologie
1 von 20
Brand Management PT MBA I year Trimester – 3 Lecture - 3
Today’s Menu ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Customer-Based Brand Equity ,[object Object],[object Object]
CBBE Pyramid Brand Salience Consumer- Brand Resonance Consumer Judgments Consumer Feelings Brand Performance Brand Imagery 4 Bond – Strong relationship 1 Broad Awareness 2 Differentiators 3 Emotional and Intellectual influence
Subdimensions of brand building blocks Salience Resonance Judgments Feelings Performance Imagery Loyalty Attachment Community Engagement Quality Credibility Consideration Superiority Warmth, Fun Excitement, Security, Social Approval, Self-Respect 4 Brand Relationships (WHAT About You AND ME?) 1 Brand Identity (WHO Are You?) 2 Brand Meaning (WHAT Are You?) 3 Brand Response (WHAT About You?) User Profiles Purchase and Usage Situations Personality & Values History, Heritage, & Experiences Brand Characteristics & Secondary Features Product Reliability, Durability & Serviceability Service Effectiveness, Efficiency, & Empathy Style and Design; Price Category Identification Needs Satisfied
Brand Positioning >> Basic Concepts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Positioning >> Target Market ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Positioning >> Target Market ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Consumer Segmentation bases
Brand Positioning >> Target Market ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],B2B Segmentation bases ,[object Object],[object Object],[object Object],[object Object],[object Object]
Criteria for segmentation ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],Brand Positioning >> Competitive Scenario
Brand Positioning >> Points of Difference ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Brand Positioning >> Points of Parity
Brand Positioning >> Points of Parity & Diff. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Updating brand positioning ,[object Object],[object Object]
[object Object],[object Object],Updating brand positioning Abstract values Motivations Benefits Attributes
[object Object],[object Object],[object Object],[object Object],[object Object],Updating brand positioning
Core Brand Values ,[object Object],[object Object],[object Object],[object Object]
Brand Mantra ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Summary ,[object Object],[object Object]

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Lecture 3 Brand Management

  • 1. Brand Management PT MBA I year Trimester – 3 Lecture - 3
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  • 4. CBBE Pyramid Brand Salience Consumer- Brand Resonance Consumer Judgments Consumer Feelings Brand Performance Brand Imagery 4 Bond – Strong relationship 1 Broad Awareness 2 Differentiators 3 Emotional and Intellectual influence
  • 5. Subdimensions of brand building blocks Salience Resonance Judgments Feelings Performance Imagery Loyalty Attachment Community Engagement Quality Credibility Consideration Superiority Warmth, Fun Excitement, Security, Social Approval, Self-Respect 4 Brand Relationships (WHAT About You AND ME?) 1 Brand Identity (WHO Are You?) 2 Brand Meaning (WHAT Are You?) 3 Brand Response (WHAT About You?) User Profiles Purchase and Usage Situations Personality & Values History, Heritage, & Experiences Brand Characteristics & Secondary Features Product Reliability, Durability & Serviceability Service Effectiveness, Efficiency, & Empathy Style and Design; Price Category Identification Needs Satisfied
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