Brand Management
Lecture notes
Week 1
Lecture 1 | Introduction: customer-based brand equity pyramid
Brand:
- Identification
- Differentiation
- Mental construct
- Relationship partner
- Driving force
Brand = identification
A name, term, sign, symbol, design, or any combination of those, used to identify the goods and
services of one seller or group of sellers.
Brand = differentiation
A distinguishing name or symbol intended to identify the goods or services of one seller, and to
differentiate those goods and services from those of the competitors.
Brand = mental construct
Brands are mental containers of meaning and serve as internal information sources for buyers.
Brand = relationship partner
Brands can and do serve as viable relationship partners and consumer brand relationships are valid at
the level of lived experience
Brand = driving force
Brands are the mechanism that connect organizations and people. They are also the cultural forms that
allow us to express who we are and the soul of corporations, organizations, and movements
Positioning your brand
1. Articulate brand vision – what are you and what could you become?
2. Define brand boundaries – based on your key associations/look at market coverage vs costs
3. Craft your positioning – who are your competitors? Points of difference? Points of parity?
Brand positioning template
1. What do you serve?
2. What is their need?
3. What do you offer them?
4. How do you offer it?
5. Who do you do this?
,Article - Building Customer-based Brand Equity: A Blueprint for Creating Strong Brands – Keller
(2001)
CBBE model -> Customer-Based Brand Equity
Building a brand steps:
1. Establishing proper brand identity
2. Creating the appropriate brand meaning through strong, favorable, and unique brand
associations
3. Eliciting positive, accessible brand responses
4. Forging brand relationships with customers that are characterized by intense, active loyalty
Customer-based brand equity pyramid
Layer 1: Brand salience
The brand must come to mind easily. You have to build brand awareness.
Brand awareness
The ability to recall and recognize the brand
Depth of brand awareness: how easily customers can recall or recognize the brand
Breadth of brand awareness: the range of purchase and consumption situations in which the
brand comes to mind
Recall: the brand comes to mind spontaneously
Recognition: the brand is recognized from relevant cues (e.g., logo, name, packaging)
Layer 2: Brand meaning
The associations with the brand, built by own experience, WOM, and advertising. Good associations:
favorable, strong, unique. Consists of Brand Performance and Brand Imagery.
Brand performance
The ways in which the product or service attempts to meet customers’ more functional needs.
Primary characteristics and secondary features
Product reliability, durability, and serviceability ->
o Reliability refers to the consistency of performance over time and from purchase to
purchase.
o Durability refers to the expected economic life of the product.
o Serviceability refers to the ease of servicing the product if it needs repair.
Service effectiveness, efficiency, and empathy
o Service effectiveness refers to how completely the brand satisfies customers’ service
requirements.
, o Service efficiency refers to the manner in which these services are delivered in terms
of speed, responsiveness etc.
o Service empathy refers to the extent to which service providers are seen as trusting,
caring, and having the customer’s interests in mind.
Style and design
Price
Brand imagery
Brand imagery is how people think about a brand abstractly rather than what they think the brand
actually does.
User profiles
Purchase and usage situations
Personality and values
History, heritage and experiences
Layer 3: Brand responses
How customers think and feel about the brand. Consists of Brand Judgements and Brand Feelings.
Brand judgments
Customers’ personal opinions and evaluations with regard to the brand.
Brand quality
Brand credibility
Brand consideration
Brand superiority -> the extent to which customer view the brand as unique and better than
other brands
Brand feelings
Customers’ emotional responses and reactions with respect to the brand
Warmth -> the extent to which the brand makes consumers feel a sense of calm or
peacefulness
Fun
Excitement -> relates to the extent to which the brand makes consumers feel that they are
energized, and are experiencing something special
Security
Social approval
Self-respect -> occurs when the brand makes consumers feel better about themselves
Layer 4: Brand relationships
The ultimate relationship and level of identification that the customer has with the brand. Two
dimensions: intensity and activity.
Brand resonance:
Refers to the nature of the relationship that customers have with the brand and the extent to which
they feel that they are “in synch” with the brand. Consists of 4 categories:
Behavioral loyalty -> how often do customers purchase a brand and how much do they
purchase
Attitudinal attachment
Sense of community
Active engagement
Lecture notes
Week 1
Lecture 1 | Introduction: customer-based brand equity pyramid
Brand:
- Identification
- Differentiation
- Mental construct
- Relationship partner
- Driving force
Brand = identification
A name, term, sign, symbol, design, or any combination of those, used to identify the goods and
services of one seller or group of sellers.
Brand = differentiation
A distinguishing name or symbol intended to identify the goods or services of one seller, and to
differentiate those goods and services from those of the competitors.
Brand = mental construct
Brands are mental containers of meaning and serve as internal information sources for buyers.
Brand = relationship partner
Brands can and do serve as viable relationship partners and consumer brand relationships are valid at
the level of lived experience
Brand = driving force
Brands are the mechanism that connect organizations and people. They are also the cultural forms that
allow us to express who we are and the soul of corporations, organizations, and movements
Positioning your brand
1. Articulate brand vision – what are you and what could you become?
2. Define brand boundaries – based on your key associations/look at market coverage vs costs
3. Craft your positioning – who are your competitors? Points of difference? Points of parity?
Brand positioning template
1. What do you serve?
2. What is their need?
3. What do you offer them?
4. How do you offer it?
5. Who do you do this?
,Article - Building Customer-based Brand Equity: A Blueprint for Creating Strong Brands – Keller
(2001)
CBBE model -> Customer-Based Brand Equity
Building a brand steps:
1. Establishing proper brand identity
2. Creating the appropriate brand meaning through strong, favorable, and unique brand
associations
3. Eliciting positive, accessible brand responses
4. Forging brand relationships with customers that are characterized by intense, active loyalty
Customer-based brand equity pyramid
Layer 1: Brand salience
The brand must come to mind easily. You have to build brand awareness.
Brand awareness
The ability to recall and recognize the brand
Depth of brand awareness: how easily customers can recall or recognize the brand
Breadth of brand awareness: the range of purchase and consumption situations in which the
brand comes to mind
Recall: the brand comes to mind spontaneously
Recognition: the brand is recognized from relevant cues (e.g., logo, name, packaging)
Layer 2: Brand meaning
The associations with the brand, built by own experience, WOM, and advertising. Good associations:
favorable, strong, unique. Consists of Brand Performance and Brand Imagery.
Brand performance
The ways in which the product or service attempts to meet customers’ more functional needs.
Primary characteristics and secondary features
Product reliability, durability, and serviceability ->
o Reliability refers to the consistency of performance over time and from purchase to
purchase.
o Durability refers to the expected economic life of the product.
o Serviceability refers to the ease of servicing the product if it needs repair.
Service effectiveness, efficiency, and empathy
o Service effectiveness refers to how completely the brand satisfies customers’ service
requirements.
, o Service efficiency refers to the manner in which these services are delivered in terms
of speed, responsiveness etc.
o Service empathy refers to the extent to which service providers are seen as trusting,
caring, and having the customer’s interests in mind.
Style and design
Price
Brand imagery
Brand imagery is how people think about a brand abstractly rather than what they think the brand
actually does.
User profiles
Purchase and usage situations
Personality and values
History, heritage and experiences
Layer 3: Brand responses
How customers think and feel about the brand. Consists of Brand Judgements and Brand Feelings.
Brand judgments
Customers’ personal opinions and evaluations with regard to the brand.
Brand quality
Brand credibility
Brand consideration
Brand superiority -> the extent to which customer view the brand as unique and better than
other brands
Brand feelings
Customers’ emotional responses and reactions with respect to the brand
Warmth -> the extent to which the brand makes consumers feel a sense of calm or
peacefulness
Fun
Excitement -> relates to the extent to which the brand makes consumers feel that they are
energized, and are experiencing something special
Security
Social approval
Self-respect -> occurs when the brand makes consumers feel better about themselves
Layer 4: Brand relationships
The ultimate relationship and level of identification that the customer has with the brand. Two
dimensions: intensity and activity.
Brand resonance:
Refers to the nature of the relationship that customers have with the brand and the extent to which
they feel that they are “in synch” with the brand. Consists of 4 categories:
Behavioral loyalty -> how often do customers purchase a brand and how much do they
purchase
Attitudinal attachment
Sense of community
Active engagement
