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BRAND MANAGEMENT
BY
SPEAKERHEAD.COM
Speakerhead.com

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What is a Brand?
 A brand is a name, term, sign, symbol,
or design which is intended to identify the
goods or services of one seller or group
of sellers and to differentiate them from
those of competitors.
Speakerhead.com

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New Branding Challenges
 Brands are important as ever
 Consumer need for simplification
 Consumer need for risk reduction
 Brand management is as difficult as ever
 Savvy consumers
 Increased competition
 Decreased effectiveness of traditional
marketing tools and emergence of new
marketing tools
 Complex brand and product portfoliosSpeakerhead.com

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The Customer/Brand Challenge
 In this difficult environment, marketers
must have a keen understanding of:
 customers
 brands
 the relationship between the two
Speakerhead.com

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The Concept of Brand Equity
 The brand equity concept stresses the
importance of the brand in marketing
strategies.
 Brand equity is defined in terms of the
marketing effects uniquely attributable to
the brand.
 Brand equity relates to the fact that different
outcomes result in the marketing of a product or
service because of its brand name, as compared to if
the same product or service did not have that name.
Speakerhead.com

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The Concept of
Customer-Based Brand Equity
 Customer-based brand equity
 Differential effect
 Customer brand knowledge
 Customer response to brand marketing
Speakerhead.com

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Determinants of
Customer-Based Brand Equity
 Customer is aware of and familiar with the
brand
 Customer holds some strong, favorable, and
unique brand associations in memory
Speakerhead.com

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Building
Customer-Based Brand Equity
 Brand knowledge structures depend on . . .
 The initial choices for the brand elements
 The supporting marketing program and the
manner by which the brand is integrated into
it
 Other associations indirectly transferred to
the brand by linking it to some other entities
Speakerhead.com

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Benefits of
Customer-Based Brand Equity
 Enjoy greater brand loyalty, usage, and
affinity
 Command larger price premiums
 Receive greater trade cooperation &
support
 Increase marketing communication
effectiveness
 Yield licensing opportunities
 Support brand extensions.Speakerhead.com

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Customer-Based Brand Equity
as a “Bridge”
 Customer-based brand equity represents
the “added value” endowed to a product
as a result of past investments in the
marketing of a brand.
 Customer-based brand equity provides
direction and focus to future marketing
activities
Speakerhead.com

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The Key to Branding
 For branding strategies to be successful,
consumers must be convinced that there
are meaningful differences among brands
in the product or service category.
 Consumer must not think that all brands
in the category are the same.
 PERCEPTION = VALUE
Speakerhead.com

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Strategic Brand Management
 Strategic brand management involves the design and
implementation of marketing programs and activities to
build, measure, and manage brand equity.
 The strategic brand management process is defined as
involving four main steps:
1) Identifying and establishing brand positioning and values
2) Planning and implementing brand marketing programs
3) Measuring and interpreting brand performance
4) Growing and sustaining brand equity
Speakerhead.com

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Strategic Brand Management Process
Mental maps
Competitive frame of reference
Points-of-parity and points-of-difference
Core brand values
Brand mantra
Mixing and matching of brand elements
Integrating brand marketing activities
Leveraging of secondary associations
Brand Value Chain
Brand audits
Brand tracking
Brand equity management system
Brand-product matrix
Brand portfolios and hierarchies
Brand expansion strategies
Brand reinforcement and revitalization
KEY CONCEPTSSTEPS
Grow and Sustain
Brand Equity
Identify and Establish
Brand Positioning and Values
Plan and Implement
Brand Marketing Programs
Measure and Interpret
Brand Performance
Speakerhead.com

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Motivation for
Customer-Based Brand Equity Model
 Marketers know strong brands are
important but aren’t always sure how to
build one.
 CBBE model was designed to be …
 comprehensive
 cohesive
 well-grounded
 up-to-date
 actionable
Speakerhead.com

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Rationale of
Customer-Based Brand Equity Model
 Basic premise: Power of a brand resides in the
minds of customers
 Challenge is to ensure customers have the right
types of experiences with products & services
and their marketing programs to create the right
brand knowledge structures:
 Thoughts
 Feelings
 Images
 Perceptions
 Attitudes
Speakerhead.com

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Building
Customer-Based Brand Equity
 Building a strong brand involves a series of
steps as part of a “branding ladder”
 A strong brand is also characterized by a
logically constructed set of brand “building
blocks.”
 Identifies areas of strength and weakness
 Provides guidance to marketing activities
Speakerhead.com

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CUSTOMER-BASED BRAND EQUITY PYRAMID
RESONANCE
SALIENCE
JUDGMENTS FEELINGS
PERFORMANCE IMAGERY
4. RELATIONSHIPS =
What about you & me?
4. RELATIONSHIPS =
What about you & me?
3. RESPONSE =
What about you?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?
1. IDENTITY =
Who are you?Speakerhead.com

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Salience Dimensions
 Depth of brand awareness
 Ease of recognition & recall
 Strength & clarity of category membership
 Breadth of brand awareness
 Purchase consideration
 Consumption consideration
Speakerhead.com

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Performance Dimensions
 Primary characteristics & supplementary
features
 Product reliability, durability, and
serviceability
 Service effectiveness, efficiency, and
empathy
 Style and design
 Price Speakerhead.com

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Imagery Dimensions
 User profiles
 Demographic & psychographic characteristics
 Actual or aspirational
 Group perceptions -- popularity
 Purchase & usage situations
 Type of channel, specific stores, ease of purchase
 Time (day, week, month, year, etc.), location, and context of
usage
 Personality & values
 Sincerity, excitement, competence, sophistication, &
ruggedness
 History, heritage, & experiences
 Nostalgia
 Memories
Speakerhead.com

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Judgment Dimensions
 Brand quality
 Value
 Satisfaction
 Brand credibility
 Expertise
 Trustworthiness
 Likability
 Brand consideration
 Relevance
 Brand superiority
 Differentiation
Speakerhead.com

22. THANK YOU
22Speakerhead.com