International Brand Management College Notes

International brand management

Table of content
Lecture 1: Why brands matter........................................................................................................................ 2
Keller (1993): ‘Conceptualizing, measuring, and managing customer-based brand equity’...............................3

Lecture 2: Brand positioning & Brand Elements..............................................................................................6
Thompson: Emotional Branding and the Strategic Value of the Doppelgänger Brand Image............................8
ARTICLE: Pogacar et al: Is Nestle a lady? Feminine Brand Name Advantage....................................................11

Lecture 3: Measuring BE (brand equity)....................................................................................................... 12
John et al (2006): Brand Concept Maps: a methodology for identifying brand association networks..............14
Guest lecture Henkel..........................................................................................................................................22

Lecture 4 – Presentation.............................................................................................................................. 22
Tavassoli et al (2014). Employee-Based Brand Equity.......................................................................................22

Lecture 5: Consumer Brand Relationships..................................................................................................... 24
Kara et al (2018). We share; we connect: how shared brand consumption influences relational brand
connections........................................................................................................................................................26
Malar et al (2011)..............................................................................................................................................29
Guest lecture pearls Jewelmer...........................................................................................................................34

Article discussion: They’re just not that into you: how to leverage existing consumer-brand relationships
through social psychological distance (Scott et al. 2021)...............................................................................36

Article discussion: Things Fall Apart: The Dynamics of Brand Audience Dissapation (Parmentier et al., 2015) 37
Hewett et al (2016). Brand Buzz in the Echoverse.............................................................................................39

.................................................................................................................................................................... 43

Lecture 8...................................................................................................................................................... 43
Guest lecture Michel Jansen (Morgenwereld): Brand archetyping....................................................................46

Lecture 9: Leveraging Brand Knowledge & Brand Extensions.......................................................................47
Monga and John (2010): what makes brand elastic?........................................................................................54

Lecture 10.................................................................................................................................................... 55




1

, Lecture 1: Why brands matter
Advantages for consumers
1. Consumers need risk reduction
2. Consumers need simplification
3. Consumers want to express themselves (stand out or fit in, and having the right products
makes humans to fit in -> Fortnite, small bike with Cars on it)

Brand: ‘a seller’s promise to deliver a specific set of features, benefits, and services consistent to the
buyers’

Advantages of brands for companies
1. Means of identification (e.g., simplifies handling)
2. Customer loyalty -> due to loyalty, brand can increase price -> price premiums
3. Price premiums
4. Predictable demand -> due to loyalty
5. Robust to competitive actions -> due to loyalty
6. Yield licensing opportunities -> it can depend legally on competitors
7. Growth potential (e.g., brand extensions) -> increases the acceptance by customers of new
products

All together: It increases revenue & reduce costs -> increase value
Empty coca cola advertisement:
+ increase communication effectiveness
+ stronger support from supply chain partners
+ stronger support from search engine

Definition of brands
Today, a brand is
- A name, term, sign, symbol, design, or a combination of them
- Intended to identify the products of a seller
- And to differentiate them from competitors

But a brand is more than that
Product + unique name/term/sign/symbol/design + association (cognitive and affective) = a brand is
a perceptual entity
Brands are created in the mind, while products are created in a factory or by employees

Key theoretical perspectives in the branding lecture
 Firm perspective: views brands as assets and examines the various functions and roles that
brands serve for firms, both strategically and financially
 Consumer perspective: views brands as signals (economic approach) and mental knowledge
cues (psychological approach)
 Society perspective: presents brands in societal and cultural contexts affecting individual
consumers both directly and indirectly through social forces, structures, and intuitions

‘The differential effect of brand knowledge on consumer response to the marketing of a brand’
(Keller 1993).
Customer-based brand equity
- Differential effect
- Customer brand knowledge
- Customer response to brand marketing

2