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Brand Resonance & Brand Value

Chapter 3

Building A Strong BrandFour Steps of Brand Building1. Ensure identification of the brand

(Who are you?)2. Establish totality of brand meaning

(What are you?)3. Elicit proper customer response

(What about you?)4. Convert response into active

relationship (What about you and me?)

Judgments Feelings

Performance Imagery

Brand Equity Pyramid“Brand Building Blocks”

4. Relationships

What about you and me?

3. ResponseWhat about you?

2. MeaningWhat are you?

1. Identity

Who are you?

Resonance

Salience

Pages 80, 95-96

Brand Building BlocksBrand Salience (Step 1:Identity – Who are you?) Breadth & Depth of Awareness

likelihood a brand element will come to mind

range of purchase and usage situations Consumer Product Category Structure

plays important role in consumer decision making

way to improve brand awareness

Brand Building Blocks

Brand Performance (Step 2: Meaning-What are you?)

Product ingredients / features Reliability, durability, serviceability

Style & design Price

Brand Building BlocksBrand Imagery (Step 2: Meaning-What are you?)

Psychological / social needs Abstract concepts

User profiles Purchase & usage situations Feelings & experiences Personality & values History / heritage

Brand Building Blocks

Brand Judgments (Step 3: response – what about you?)

Quality Credibility Consideration Superiority

Brand Building BlocksBrand Feelings (Step 3: response – what

about you?) Emotional responses and reactions

Warmth Fun Excitement Security Social approval Self-respect

Brand Building BlocksBrand Resonance (Step 4: relationship –

what about you & me?) Ultimate relationship

Behavioral loyalty Attitudinal attachment Sense of community Active engagement

Marketing Advantages of Strong Brands Greater loyalty

Less vulnerability to competitive marketing actions and activities

Better able to weather brand crises or downturns

Example: J&J / Tylenol

Marketing Advantages of Strong Brands

Larger Margins Enjoy price premiums Inelastic consumer response to price increases

Better consumer response to promotion Greater trade cooperation & support

Role of middlemen (wholesalers) & retailers

Others who play important roles

Marketing Advantages of Strong Brands

Increased effectiveness of marketing communications Less susceptible to to “interference” from other brand ad campaigns

More responsive to “humor” appeals Less negative reaction to repetitive ads

Marketing Advantages of Strong Brands

Possible licensing opportunities Royalties translate directly to profits

No manufacturing or marketing costs Risks of market over-saturation / control issues

Examples: Polo/Ralph Lauren, Tommy Hilfiger Harley Davidson, Caterpillar

Marketing Advantages of Strong Brands

Brand extension opportunities for new product introductions; some options: New brand name Apply an existing name Combine new and existing names

Marketing Advantages of Strong Brands

Other possible benefits: Attract better employees Generate greater interest from investors

Gain more support from shareholders

Branding Controversy??

Todays Brand Savvy Tweens

http://www.martinlindstrom.com/index.php/cmsid__buyology_news#NBC+Today+ShowKids+Inc+Part+IWe all know how kids are bombarded by marketing - but how does this translate into conscious recognition and decision making at the cash register? Martin Lindstrom works with a group of tweens to reveal their knowledge on brands - with some startling results.

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Defining & Establishing Brand Values

Core Brand Values Set of abstract associations (attributes & benefits) that characterize most important aspects & dimensions of a brand Usually 5 to 10 in number Can serve as basis for brand positioning relative to POP & POD

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Defining & Establishing Brand Values

Identifying core brand values via structured process:

Mental Map – how brand is actually perceived by consumers (see MTV p.121) Beliefs, attitudes, opinions, feelings, images & experiences

CBBE Brand Pyramid (from chapter 2) Related category groupings

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Starbucks Mental Map - Team Exercise

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Starbucks Mental Map - Team Exercise

sophisticated

earth colors

Seattle

coffee

wholesome

convenient/everywhere

consistent

pretentious

comfortable

relaxing

predatoryfaddish

Trendy/snobbish

exotic

customized

treat/reward

quality

expensive

variety

confusing

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Defining & Establishing Brand ValuesBrand Mantra Articulates “heart and soul” of a brand

Short 3 to 5 word phrases “Brand essence” “Mental filters”

Provides managerial guidance What products to introduce Marketing activities - ad campaigns, distribution, etc.

Look of reception area, phone etiquette, etc.

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Defining & Establishing Brand Values

Designing Brand Mantras Must economically communicate what brand is and is not Emotional, descriptive, and functional modifiers

Examples: Nike: “Authentic Athletic Performance” Disney: “Fun Family Entertainment”

Capture brand’s points of difference

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Designing the Brand Mantra

EmotionalModifier

Descriptive

Modifier

BrandFunctions

Nike Authentic Athletic Performance

Disney Fun Family Entertainment

Fun Folks Food

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Defining & Establishing Brand ValuesImplementing a Brand Mantra Communicate

Should define categories of business & set brand boundaries

Simplify Should be memorable

Inspire Provide higher meaning for consumers & employees

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Internal Branding Members of the organization are properly aligned with the brand and what it represents.

Crucial for service companies

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Brandchannel.com, 4-Aug-2003

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Personal Branding Concept

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