brand authenticity and strategic brand management
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© Dr. Schallehn – Professorship for Marketing and Entrepreneurship at the Cologne Business School
Presentation
Strategic Brand Management
and the concept of brand authenticity
© Dr. Mike Schallehn(When content of this presentation is used
you have to cite the original source „Schallehn (2012)“!)
Strategic Brand Management
and the concept of brand authenticity
© Dr. Mike Schallehn(When content of this presentation is used
you have to cite the original source „Schallehn (2012)“!)
For further information about the brand
authenticity construct visit as well
www.brandauthenticity.org
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© Dr. Schallehn – Professorship for Marketing and Entrepreneurship at the Cologne Business School
Professional background
• Founder and managing director of ALANDIA GmbH & Co KG
– http://www.alandia.de / ALANDIA Absinthe Shop / Absinth Shop
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© Dr. Schallehn – Professorship for Marketing and Entrepreneurship at the Cologne Business School
Definition of a brand
Strategic concept of identity-based brand management
Brand-authenticity as a success factor of branding
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Agenda
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1
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© Dr. Schallehn – Professorship for Marketing and Entrepreneurship at the Cologne Business School
What is a brand?
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© Dr. Schallehn – Professorship for Marketing and Entrepreneurship at the Cologne Business School
Historical concept of a brand: Brand as a property sign
“The word “brand” derives from the Old Norse word “brandr”, which means
“to burn”, as brands were and still are the means by which owners of
livestock mark their animals to identify them.” (Keller 2002)
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© Dr. Schallehn – Professorship for Marketing and Entrepreneurship at the Cologne Business School
Today´s concept of a brand: Brand as a bundle of
benefits
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…a bundle of benefits with
sustainable differentiation
potential.
(Burmann/Meffert 2005)
A brand is…
Functional benefits:
- Fast and safe, sports car
Symbolic benefits:
- Driving pleasure, fun
The bundle consists of:
© Dr. Schallehn – Professorship for Marketing and Entrepreneurship at the Cologne Business School
Importance and challenges of branding
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1. Increasing functional parity of
products
- Saturated markets
- Outsourcing activities
1. Brands serve as an important (the only) differentiator.
2. Branding needs (more than ever) strategic management.
1. Brands serve as an important (the only) differentiator.
2. Branding needs (more than ever) strategic management.
2. Increasing awareness for brand
authenticity in society
- Increased market transparency and
customer power through internet
© Dr. Schallehn – Professorship for Marketing and Entrepreneurship at the Cologne Business School
Question
What are the functions of brands for consumers?
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© Dr. Schallehn – Professorship for Marketing and Entrepreneurship at the Cologne Business School
Functions of brands: Consumer perspective
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3. Brands add (symbolic) value to the
product:
• Prestige, Self-Fulfillment, Group Membership, Social acceptance etc.
• Help to (re)identify
a product/service.
• Bundle information
and thereby
facilitate buying
decisions.
2. Brands minimize risk:
• Build trust and
reduce the risk
of a wrong
purchase
decision.
1. Brands give orientation:
© Dr. Schallehn – Professorship for Marketing and Entrepreneurship at the Cologne Business School
Functions of brands: Company perspective
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Price level
[€]
Source: Apple
Apple iPhone
400
500
600
700
800
900
1000
2007 2008 2009 2010 2011
Other SmartphonesPrice
Premium
iPhones sold in 2011:
72 million
© Dr. Schallehn – Professorship for Marketing and Entrepreneurship at the Cologne Business School
Strategic brand management: Identity-based brand
management
• State of the art in terms of strategic brand management is the
Identity-based brand management approach(Aaker 1996, Meffert/Burmann 1996)
• Derived from social-psychology
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© Dr. Schallehn – Professorship for Marketing and Entrepreneurship at the Cologne Business School
Model of the identity-based brand management
approach
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Brand Image
(External Perspective)
Brand Identity
(Internal Perspective)
Brand Promise
(Positioning)
Brand Behavior
Brand
Expectations
Brand
Experiences
Strong Brand
Individual, continuous and consistent behavior
leads to strong perceptions about the brand!
Source: Burmann/Meffert (2005)
© Dr. Schallehn – Professorship for Marketing and Entrepreneurship at the Cologne Business School
Individual, continuous and consistent
brand behavior: Positive example Porsche
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© Dr. Schallehn – Professorship for Marketing and Entrepreneurship at the Cologne Business School
Individual, continuous and consistent
brand behavior: Negative example Aston Martin
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© Dr. Schallehn – Professorship for Marketing and Entrepreneurship at the Cologne Business School
Individual, continuous and consistent
brand behavior: Negative example Aston Martin
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• Aston Martin Cygnet:
• 98 PS
• 5.5 l/100Km
• 38.000 Euro
• Based on the technique
of Toyota iQ
© Dr. Schallehn – Professorship for Marketing and Entrepreneurship at the Cologne Business School 16
Individual, continuous and consistent
brand behavior: Negative example Aston Martin
© Dr. Schallehn – Professorship for Marketing and Entrepreneurship at the Cologne Business School
Brand authenticity as success factor
Definition:
„The degree to which brand identity is causally linked to brand
behaviour.“ (Schallehn 2012)
0% Authenticity 100% Authenticity
External forces are causally linked to behavior
Personal Identity is causally linked to behavior
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Source: Schallehn (2012)
© Dr. Schallehn – Professorship for Marketing and Entrepreneurship at the Cologne Business School
Identity and authenticity
Who am I?Who am I?Do I externally present myself
accordingly to my identity?
Do I externally present myself
accordingly to my identity?
Attribute related concept Self-presentation related concept
Identity Self-Presentation?
Identity Authenticity
Source: Schallehn (2012)
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© Dr. Schallehn – Professorship for Marketing and Entrepreneurship at the Cologne Business School
Concept of brand authenticity
Brand Behavior
Brand Promise
(Positioning)
Identity
Perceived
brand authenticity:
Is the brand promise
consistent
with the identity
of the brand?
Should not be corrupted by external forces
(Only promise what you are)
Source: Schallehn (2012)
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© Dr. Schallehn – Professorship for Marketing and Entrepreneurship at the Cologne Business School
Antecedents of brand authenticity
Continuity
of the
brand
Consistency
of the
brand
Perceived
Brand authenticity
Individuality
of the
brand
+
+
+
Continuity: Fit of the brand promise with historical brand behavior
Consistency: Fit of the brand promise with current brand behavior
Individuality: Level of uniqueness in brand behavior
Source: Schallehn (2012)
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© Dr. Schallehn – Professorship for Marketing and Entrepreneurship at the Cologne Business School
Brand authenticity and its effects
Brand Authenticity
Brand Credibility
Brand Trust
Source: Schallehn (2012)
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© Dr. Schallehn – Professorship for Marketing and Entrepreneurship at the Cologne Business School
Bibliography
Aaker, D. (1996): Building strong brands, New York: Free Press.
Schallehn, M. (2012): Marken-Authentizität. Konstrukt,
Determinanten und Wirkungen aus Sicht der identitätsbasierten
Markenführung, Wiesbaden: Gabler.
Burmann/Meffert (2005): Markenmanagement:
Identitätsorientierte Markenführung und praktische Umsetzung,
Wiesbaden: Gabler.
Burmann, C./Schallehn, M. (2012): Sein oder nicht Sein, das ist
hier die Frage: Konzeptualisierung und empirische Analyse von
Marken-Authentizität, in: Marketing ZFP, Heft (4), Jg. 34.
Burmann, C./Schallehn, M. (2010): Konzeptualisierung von
Marken-Authentizität, LiM Arbeitspapiere Nr. 44, Burmann, C.
(Hrsg.), Universität Bremen: Bremen.
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