Brand Management – Summary
Articles and lecture notes
Inhoudsopgave
Brand Management – Summary.......................................................................1
, Lecture 1 - Introduction.................................................................................................. 4
Building customer-based brand equity: a blueprint for creating strong brands (Keller,
2001)........................................................................................................................... 4
Summary of the lecture............................................................................................... 6
Lecture 2 - Branding with purpose..................................................................................6
Conceptualizing brand purpose and considering its implications for consumer
eudaimonic well-being (Williams et al., 2022).............................................................6
What is the purpose of your purpose (Knowles et al., 2022).......................................9
Other lecture notes................................................................................................... 12
Lecture 3 – Brands & Employees..................................................................................14
Employee contributions to brand equity (Gelb & Rangarajan, 2014).........................14
Internal branding: social identity and social exchange perspectives on turning
employees into brand champions (Löhndorf et al., 2014).........................................15
Summary of the lecture............................................................................................. 17
Lecture 4 – Brand associations & extensions................................................................17
Dogs on the street, pumas on your feet: how cues in the environment influence
product evaluation and choice (Berger et al., 2008)..................................................18
More than fit: brand extensions authenticity (Spiggle et al., 2012)...........................20
Summary of the lecture............................................................................................. 22
Lecture 5 – Brand extensions & architecture................................................................23
Designing and implementing brand architecture strategies (Keller, 2014)................23
Summary of the lecture............................................................................................. 24
Lecture 6 – Brand personality, brand image & experience............................................24
Seeing brands as humans: development and validation of a brand
anthropomorphism scale (Golossenko et al., 2020)...................................................25
Brand service encounters: strategically aligning employee behavior with the brand
positioning (Sirianni et al., 2013)...............................................................................26
Summary of the lecture............................................................................................. 29
Lecture 7 – Brand activism............................................................................................ 29
Perspectives: a research-based guide for brand activism (Verlegh, 2024)................29
Summary of the lecture............................................................................................. 32
Lecture 8 – Brand relationships.....................................................................................32
The differential impact of brand loyalty on traditional and online word of mouth: the
moderating roles of self-brand connection and the desire to help the brand (Eelen et
al., 2017)................................................................................................................... 33
Consumers and their brands: developing relationships theory in consumer research
(Fournier, 1998)......................................................................................................... 35
Summary of the lecture............................................................................................. 39
Lecture 9 – Brand engagement & co-creation...............................................................39
Let me entertain you? The importance of authenticity in online customer
engagement (Eigenraam et al., 2021).......................................................................40
Designing brand cocreation activities to increase digital consumer engagement
(Dretsch et al., 2024)................................................................................................ 42
Summary of the lecture............................................................................................. 43
Lecture 10 – Brand growth: a behaviorist view on branding.........................................44
Lecture 1 - Introduction............................................................................................. 3
Building customer-based brand equity: a blueprint for creating strong brands (Keller,
2001).......................................................................................................................... 3
2
, Summary of the lecture............................................................................................... 5
Lecture 2 - Branding with purpose...........................................................................5
Conceptualizing brand purpose and considering its implications for consumer
eudaimonic well-being (Williams et al., 2022).............................................................5
What is the purpose of your purpose (Knowles et al., 2022).......................................7
Other lecture notes................................................................................................... 10
Lecture 3 – Brands & Employees.............................................................................12
Employee contributions to brand equity (Gelb & Rangarajan, 2014).........................12
Internal branding: social identity and social exchange perspectives on turning
employees into brand champions (Löhndorf et al., 2014).........................................13
Summary of the lecture............................................................................................. 15
Lecture 4 – Brand associations & extensions.......................................................15
Dogs on the street, pumas on your feet: how cues in the environment influence
product evaluation and choice (Berger et al., 2008).................................................16
More than fit: brand extensions authenticity (Spiggle et al., 2012)...........................18
Summary of the lecture............................................................................................. 20
Lecture 5 – Brand extensions & architecture.......................................................20
Designing and implementing brand architecture strategies (Keller, 2014)................20
Summary of the lecture............................................................................................. 21
Lecture 6 – Brand personality, brand image & experience.................................21
Seeing brands as humans: development and validation of a brand
anthropomorphism scale (Golossenko et al., 2020)..................................................22
Brand service encounters: strategically aligning employee behavior with the brand
positioning (Sirianni et al., 2013)..............................................................................24
Summary of the lecture............................................................................................. 26
Lecture 7 – Brand activism......................................................................................26
Perspectives: a research-based guide for brand activism (Verlegh, 2024)................26
Summary of the lecture............................................................................................. 29
Lecture 8 – Brand relationships..............................................................................29
The differential impact of brand loyalty on traditional and online word of mouth: the
moderating roles of self-brand connection and the desire to help the brand (Eelen et
al., 2017)................................................................................................................... 29
Consumers and their brands: developing relationships theory in consumer research
(Fournier, 1998)........................................................................................................ 32
Summary of the lecture............................................................................................. 35
Lecture 9 – Brand engagement & co-creation......................................................35
Let me entertain you? The importance of authenticity in online customer
engagement (Eigenraam et al., 2021).......................................................................36
Designing brand cocreation activities to increase digital consumer engagement
(Dretsch et al., 2024)................................................................................................ 38
Summary of the lecture............................................................................................. 39
Lecture 10 – Brand growth: a behaviorist view on branding.............................40
3
, Lecture 1 - Introduction
Building customer-based brand equity: a blueprint for creating
strong brands (Keller, 2001)
What is a brand?
A brand serves as a means of identification and differentiates the
products and services of a company. It is a mental construct that provides
meaning, builds relationships with consumers, and acts as a driving force
behind organizations and culture. A brand consists of several key
elements:
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.
Differentiation: a distinctive name or symbol that sets a brand apart from
competitors.
Mental construct: Brands act as internal information sources for
consumers, forming networks of associations.
Relationship partner: “… brands can and do serve as viable relationship
partners [and] consumer brand relationships are valid at the level of lived
experience (emotional connections with
consumers)…”
Driving force: [B]rands are the
mechanism that connects 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.
How to build a strong brand?
The customer-based brand equity (CBBE) model outlines four essential steps in
brand-buidling:
1. Brand identity
Who are you? Layer 1 Brand salience is that the brand must come to mind
easily. Ensure the brand is easily recalled and recognized in connection to
consumer needs, also called brand awareness. Brand awareness includes:
Recall is the brand comes to mind spontaneously aka “top of mind
awareness” (TOMA) “what brand(s) of [category] can you think of?”
Recognition is the brand is recognize from relevant cues (e.g., name,
logo, packaging, design) aka “aided recall” “which of these brands do you
know/recognize?”
Depth: How easily do you recall/recognize the brand? Breadth: In which
situations does the brand come to mind? Some general tips for building
awareness:
More exposure is better (low involvement learning is based on repeated
exposures), so budget is key.
Be consistent in brand elements (think before changing logo / name /
packaging).
Always establish a link to product needs.
Ensure sufficient exposure/visibility to package (two second rule) for
recognition.
Create a personal connections (use a presenter who establishes this,
relatable).
4
Articles and lecture notes
Inhoudsopgave
Brand Management – Summary.......................................................................1
, Lecture 1 - Introduction.................................................................................................. 4
Building customer-based brand equity: a blueprint for creating strong brands (Keller,
2001)........................................................................................................................... 4
Summary of the lecture............................................................................................... 6
Lecture 2 - Branding with purpose..................................................................................6
Conceptualizing brand purpose and considering its implications for consumer
eudaimonic well-being (Williams et al., 2022).............................................................6
What is the purpose of your purpose (Knowles et al., 2022).......................................9
Other lecture notes................................................................................................... 12
Lecture 3 – Brands & Employees..................................................................................14
Employee contributions to brand equity (Gelb & Rangarajan, 2014).........................14
Internal branding: social identity and social exchange perspectives on turning
employees into brand champions (Löhndorf et al., 2014).........................................15
Summary of the lecture............................................................................................. 17
Lecture 4 – Brand associations & extensions................................................................17
Dogs on the street, pumas on your feet: how cues in the environment influence
product evaluation and choice (Berger et al., 2008)..................................................18
More than fit: brand extensions authenticity (Spiggle et al., 2012)...........................20
Summary of the lecture............................................................................................. 22
Lecture 5 – Brand extensions & architecture................................................................23
Designing and implementing brand architecture strategies (Keller, 2014)................23
Summary of the lecture............................................................................................. 24
Lecture 6 – Brand personality, brand image & experience............................................24
Seeing brands as humans: development and validation of a brand
anthropomorphism scale (Golossenko et al., 2020)...................................................25
Brand service encounters: strategically aligning employee behavior with the brand
positioning (Sirianni et al., 2013)...............................................................................26
Summary of the lecture............................................................................................. 29
Lecture 7 – Brand activism............................................................................................ 29
Perspectives: a research-based guide for brand activism (Verlegh, 2024)................29
Summary of the lecture............................................................................................. 32
Lecture 8 – Brand relationships.....................................................................................32
The differential impact of brand loyalty on traditional and online word of mouth: the
moderating roles of self-brand connection and the desire to help the brand (Eelen et
al., 2017)................................................................................................................... 33
Consumers and their brands: developing relationships theory in consumer research
(Fournier, 1998)......................................................................................................... 35
Summary of the lecture............................................................................................. 39
Lecture 9 – Brand engagement & co-creation...............................................................39
Let me entertain you? The importance of authenticity in online customer
engagement (Eigenraam et al., 2021).......................................................................40
Designing brand cocreation activities to increase digital consumer engagement
(Dretsch et al., 2024)................................................................................................ 42
Summary of the lecture............................................................................................. 43
Lecture 10 – Brand growth: a behaviorist view on branding.........................................44
Lecture 1 - Introduction............................................................................................. 3
Building customer-based brand equity: a blueprint for creating strong brands (Keller,
2001).......................................................................................................................... 3
2
, Summary of the lecture............................................................................................... 5
Lecture 2 - Branding with purpose...........................................................................5
Conceptualizing brand purpose and considering its implications for consumer
eudaimonic well-being (Williams et al., 2022).............................................................5
What is the purpose of your purpose (Knowles et al., 2022).......................................7
Other lecture notes................................................................................................... 10
Lecture 3 – Brands & Employees.............................................................................12
Employee contributions to brand equity (Gelb & Rangarajan, 2014).........................12
Internal branding: social identity and social exchange perspectives on turning
employees into brand champions (Löhndorf et al., 2014).........................................13
Summary of the lecture............................................................................................. 15
Lecture 4 – Brand associations & extensions.......................................................15
Dogs on the street, pumas on your feet: how cues in the environment influence
product evaluation and choice (Berger et al., 2008).................................................16
More than fit: brand extensions authenticity (Spiggle et al., 2012)...........................18
Summary of the lecture............................................................................................. 20
Lecture 5 – Brand extensions & architecture.......................................................20
Designing and implementing brand architecture strategies (Keller, 2014)................20
Summary of the lecture............................................................................................. 21
Lecture 6 – Brand personality, brand image & experience.................................21
Seeing brands as humans: development and validation of a brand
anthropomorphism scale (Golossenko et al., 2020)..................................................22
Brand service encounters: strategically aligning employee behavior with the brand
positioning (Sirianni et al., 2013)..............................................................................24
Summary of the lecture............................................................................................. 26
Lecture 7 – Brand activism......................................................................................26
Perspectives: a research-based guide for brand activism (Verlegh, 2024)................26
Summary of the lecture............................................................................................. 29
Lecture 8 – Brand relationships..............................................................................29
The differential impact of brand loyalty on traditional and online word of mouth: the
moderating roles of self-brand connection and the desire to help the brand (Eelen et
al., 2017)................................................................................................................... 29
Consumers and their brands: developing relationships theory in consumer research
(Fournier, 1998)........................................................................................................ 32
Summary of the lecture............................................................................................. 35
Lecture 9 – Brand engagement & co-creation......................................................35
Let me entertain you? The importance of authenticity in online customer
engagement (Eigenraam et al., 2021).......................................................................36
Designing brand cocreation activities to increase digital consumer engagement
(Dretsch et al., 2024)................................................................................................ 38
Summary of the lecture............................................................................................. 39
Lecture 10 – Brand growth: a behaviorist view on branding.............................40
3
, Lecture 1 - Introduction
Building customer-based brand equity: a blueprint for creating
strong brands (Keller, 2001)
What is a brand?
A brand serves as a means of identification and differentiates the
products and services of a company. It is a mental construct that provides
meaning, builds relationships with consumers, and acts as a driving force
behind organizations and culture. A brand consists of several key
elements:
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.
Differentiation: a distinctive name or symbol that sets a brand apart from
competitors.
Mental construct: Brands act as internal information sources for
consumers, forming networks of associations.
Relationship partner: “… brands can and do serve as viable relationship
partners [and] consumer brand relationships are valid at the level of lived
experience (emotional connections with
consumers)…”
Driving force: [B]rands are the
mechanism that connects 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.
How to build a strong brand?
The customer-based brand equity (CBBE) model outlines four essential steps in
brand-buidling:
1. Brand identity
Who are you? Layer 1 Brand salience is that the brand must come to mind
easily. Ensure the brand is easily recalled and recognized in connection to
consumer needs, also called brand awareness. Brand awareness includes:
Recall is the brand comes to mind spontaneously aka “top of mind
awareness” (TOMA) “what brand(s) of [category] can you think of?”
Recognition is the brand is recognize from relevant cues (e.g., name,
logo, packaging, design) aka “aided recall” “which of these brands do you
know/recognize?”
Depth: How easily do you recall/recognize the brand? Breadth: In which
situations does the brand come to mind? Some general tips for building
awareness:
More exposure is better (low involvement learning is based on repeated
exposures), so budget is key.
Be consistent in brand elements (think before changing logo / name /
packaging).
Always establish a link to product needs.
Ensure sufficient exposure/visibility to package (two second rule) for
recognition.
Create a personal connections (use a presenter who establishes this,
relatable).
4
