brand challenges and opportunities; · brand challenges and opportunities; ! ... brand resonance...

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brand challenges and opportunities; - staying modern / current - economic climate - consumers have become more savvy (due to overload of information) - increased competition - being different is harder - greater accountability - social issues, environmental awareness and responsibility Strategic brand management process: 3 models for building brands: 1. brand positioning model: describes how to establish competitive advantages in the minds of customers in the market place 2. brand resonance model (CBBE pyramid): describes how to take these competitive advantages and create intense, active loyalty relationships with customers for brands 3. brand value chain model: describes how to trace the value creation process to better understand the financial impact of marketing expenditures and investments to create loyal customers and strong brands

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Page 1: brand challenges and opportunities; · brand challenges and opportunities; ! ... BRAND RESONANCE PYRAMID (CBBE PYRAMID) ! ... !-e.g. coca cola Brand Response: !

brand challenges and opportunities;

!- staying modern / current - economic climate - consumers have become more savvy (due to overload of information) - increased competition - being different is harder - greater accountability - social issues, environmental awareness and responsibility !!!Strategic brand management process:

!

!3 models for building brands:

!1. brand positioning model: describes how to establish competitive advantages in the minds of

customers in the market place 2. brand resonance model (CBBE pyramid): describes how to take these competitive advantages

and create intense, active loyalty relationships with customers for brands 3. brand value chain model: describes how to trace the value creation process to better understand

the financial impact of marketing expenditures and investments to create loyal customers and strong brands

Page 2: brand challenges and opportunities; · brand challenges and opportunities; ! ... BRAND RESONANCE PYRAMID (CBBE PYRAMID) ! ... !-e.g. coca cola Brand Response: !

3. ‘Official’ brand communications !favourability of brand associations: created by convincing consumers that the brand will satisfy their wants and needs - DESIRABLE: associations that are desirable to consumers: relevant, distinctive and believable - DELIVERABLE: successfully delivered by the brand !uniqueness of brand associations: associations that are not shared with competing brands (points of

difference) !!BRAND RESONANCE PYRAMID (CBBE PYRAMID)

!Brand identity: !Salience: a brand must have sufficient “mind share”, and also come into the mind at the right times

and places > depth of awareness: how easily customers can recall or recognize the brand > breadth of awareness: the range of purchase and consumption situations where the brand comes to

mind !Brand Meaning: !Performance Dimensions: - Primary characteristics and supplementary features - Product reliability, durability, and serviceability - Service effectiveness, efficiency, and empathy - Style and design - Price !Imagery Dimensions: - user imagery

• Demographics

• Psychographics - Usage Imagery - History, Heritage and Experiences - Brand Personality - Functional Benefits

- Relate to a brand’s ability to solve a specific problem - eg. Vmoto scooter, economical, ease of parking; eg. Lean Cuisine, Quick to prepare, tasty,

healthy, low calories

Page 3: brand challenges and opportunities; · brand challenges and opportunities; ! ... BRAND RESONANCE PYRAMID (CBBE PYRAMID) ! ... !-e.g. coca cola Brand Response: !

- Symbolic Benefits - Reflect underlying needs for social approval or personal expression and self-esteem - e.g. Lexus cars, Mont Blanc pens, Omega watches

- Experiential Benefits - The sensory pleasures (sight, taste, sound, smell or feel), variety and cognitive stimulation

gained through consumption - e.g. coca cola

!Brand Response: !Judgement Dimensions: - Brand Quality

- Value - Satisfaction

- Brand Credibility - Expertise (competent, innovative) - Trustworthiness (dependable) - Likeability (fun, interesting, and worth spending time with)

- Brand Consideration - Relevance

- Brand Superiority - Differentiation

!Feelings Dimensions: - Love - Warmth - Fun and Excitement - Security - Social Approval - Self-respect

!Brand Resonance: Intensity and Activity Dimensions: - Levels of relationship:

- L1: Behavioural loyalty - frequency and amount - L2: Attitudinal attachment - “i love this brand” - L3: Sense of community - belonging, friendship, family, kinship - L4: Active engagement - die hard fans, they become the brand marketing arm !

!!

Page 4: brand challenges and opportunities; · brand challenges and opportunities; ! ... BRAND RESONANCE PYRAMID (CBBE PYRAMID) ! ... !-e.g. coca cola Brand Response: !

BRAND POSITIONING (L3) !positioning: the act of designing the company’s offer and image so that it occupies a distinct and valued place the target consumers minds !brand positioning guidelines : - 2 key issues in arriving at the optimal competitive brand positioning:

- defining and communicating the competitive frame of reference - choosing and establishing points of parity and points of difference ‘ !Competitive frame of reference: - 1. Communicate category benefits: directly communicate the category you belong to (eg

toothpaste that witens teeth, headache medicine that acts fast ) - 2. compare yourself to exemplars (the best in their category) / associate yourself with those

categories - 3. use product descriptors !Choosing POP’s - Category POP’s: necessary to have to belong to a category - Competitive POP’s: features shared by competition - negate the uniqueness of a competitors brand !Choosing POD’s - Desirability criteria (consumer perspective) - Deliverability criteria (firm perspective) !negatively correlated POP and POD !e.g. Light Beer and Taste, Low price and quality !strategies to reconcile POP and POD - establish separate marketing programs

- e.g. Head & Shoulders, sepparate campiagn for shine and dandruff - leverage equity off another equity

- e.g. budget airlines getting celebrities to fly with them - re-define the relationship from negative to positive

- e.g. apple, user-friendliness and power were negatively correlated in the business world > campaign to associate the two !!!