Branding 2020 September Lectures and Seminars Summary
Lecture 1 | Branding boundaries & brand value .................................................................. 3
I. Boundaries of branding ........................................................................................................... 3
II. Brand value & brand equity ................................................................................................... 3
III Brand Positioning & Differentiation ........................................................................................ 9
Seminar 1.1 | Problem brands ...........................................................................................15
Brand management process: Role of positioning .......................................................................15
Alignment of brand identity and image .....................................................................................15
Brand names: ...........................................................................................................................15
12 Types of problem brands: .....................................................................................................15
Linking problem brands to CBBE (1) : .........................................................................................16
Linking problem brands to CBBE (2) : .........................................................................................17
Charateristics of problem brands ..............................................................................................18
Brand SWOT – Diagnosing associations on Strong Favorable Unique ..........................................19
Seminar 1.2 | Consumer insights and Brand value .............................................................20
Where to find insights? .............................................................................................................20
What’s a consumer insight? ......................................................................................................20
Link to positioning ....................................................................................................................20
Insights are about (Three W’s): .................................................................................................20
4th W: Linking consumer and brand insights ...............................................................................21
12 reasons for a lack of insights:................................................................................................21
Lecture 2 Brand personality & brand resonance .................................................................22
I. Links to previous week(s) .......................................................................................................22
II．Different types of associations in the network .....................................................................22
III. Brand Relationships & Resonance ........................................................................................26
Lecture 3 | Brand building tools → Brand building ............................................................32
Integrated overview models (see Keller 2016) ..........................................................................32
Brand building = Creating CBBE .................................................................................................32
I. (Primary) brand elements .................................................................................................33
Secondary brand associations ...................................................................................................39
Lecture 4 | Brand Communication B2B2C Communications! ...............................................44
I. Marketing communication ................................................................................................44
Ib. Badvertising ........................................................................................................................51
Ic. Digital brandcom & social media...........................................................................................55
, II. B2B2C Branding ....................................................................................................................55
Lecture 4b | Brand image research ....................................................................................60
A Multitude of methods! ..........................................................................................................60
Lecture 5| Brand equity leverage & Brand extensions ........................................................68
I. Brand architecture: Strategy! .................................................................................................68
II. Brand extension....................................................................................................................79
Lecture 6| Human Brand & Personal Branding...................................................................89
Recap Week 5: Expectations & results .......................................................................................89
Person branding foundation .....................................................................................................89
I. Context: Person brands.....................................................................................................89
II. Personal Branding .................................................................................................................91
III. Positioning & communication tools ......................................................................................98
, Lecture 1 | Branding boundaries & brand value
I. Boundaries of branding
Is this a good/bad move for a brand?
What’s going to do with customers?
Black lives matter: also is a brand
Hyperconnectivity and branding (Swaminathan et al. 2020)
Hyperconnectivity
• Blurring of brand boundaries -> Shared ownership, co-creation, control etc.
• Broadening of brand boundaries -> What is a brand?
II. Brand value & brand equity
What is a brand?
Brand = A brand can be defined as ‘a name, term, sign, symbol, or design, or combination of
them which is intended to identify the goods and services of one seller or group of sellers and
to differentiate them from those of competitors. - Keller (1993) So, anything you can:
- Identify
- Differentiate
➔ Differentiate: as compare to whom?
Core criteria: When is something becoming a brand?
- Is there brand management going on to influence what people think about it?
(i.e., influence associative network Create, strengthen, weaken brand associations)
- With the intention of creating commercial value
(turnover, profit, but also: behavior, perceptions Anything that may stimulate exchange of
goods and services)
- Examples of brands:
o Maastricht
o Obama
o Justin Bieber o Justin Bieber became a brand when they became aware
of him and identified him as a person different from other people.
So, you start being a brand when you create brand equity ‘the added value’ of a brand.
➔ Brand equity – value chain
Best global brands in 2019 rankings
(https://www.interbrand.com/best- brands/best-global-brands/2019/ranking/)
, Brand equity can be expressed in financial terms.
→ Brand value chain (Keller 2016)
Program quality: Anything starts with marketing; brand management; the effort you take to
develop a brand
The model goes from brand level to organizational level
Problem with the model: Show me the money!?
• How? → Customer mindset is a good predictor of market performance (because
you see it around you, so it gets value)
• So, if you do good in the first two blocks, you will have good performance
➔ Customer-based brand equity
If brand value ultimately resides in the mind of the consumer…
Brand equity in consumer behavior terms:
Customer-based brand equity = The differential effect that brand knowledge has on
customer response to brand marketing activity.
Needs to make a difference, is based on brand knowledge, also needs to reflect in a response!
Swaminathan (2016):
• But how do we MEASURE differential effect?
• What are the proper responses/consumer mindset measure to use? - Associative
network model!!
Associative network memory model
Everything we do is based on our associative network memory model
From (cognitive) psychology to marketing / CB / branding:
• Nodes (stored information) and links (strength of associations between nodes)
Associative networks are individual BUT good brands have overlap!
→ Aggregated associative network – Overlap means: BRAND IMAGE (big sample research
can give this) Brand associations are about associations and thus neutral
Lecture 1 | Branding boundaries & brand value .................................................................. 3
I. Boundaries of branding ........................................................................................................... 3
II. Brand value & brand equity ................................................................................................... 3
III Brand Positioning & Differentiation ........................................................................................ 9
Seminar 1.1 | Problem brands ...........................................................................................15
Brand management process: Role of positioning .......................................................................15
Alignment of brand identity and image .....................................................................................15
Brand names: ...........................................................................................................................15
12 Types of problem brands: .....................................................................................................15
Linking problem brands to CBBE (1) : .........................................................................................16
Linking problem brands to CBBE (2) : .........................................................................................17
Charateristics of problem brands ..............................................................................................18
Brand SWOT – Diagnosing associations on Strong Favorable Unique ..........................................19
Seminar 1.2 | Consumer insights and Brand value .............................................................20
Where to find insights? .............................................................................................................20
What’s a consumer insight? ......................................................................................................20
Link to positioning ....................................................................................................................20
Insights are about (Three W’s): .................................................................................................20
4th W: Linking consumer and brand insights ...............................................................................21
12 reasons for a lack of insights:................................................................................................21
Lecture 2 Brand personality & brand resonance .................................................................22
I. Links to previous week(s) .......................................................................................................22
II．Different types of associations in the network .....................................................................22
III. Brand Relationships & Resonance ........................................................................................26
Lecture 3 | Brand building tools → Brand building ............................................................32
Integrated overview models (see Keller 2016) ..........................................................................32
Brand building = Creating CBBE .................................................................................................32
I. (Primary) brand elements .................................................................................................33
Secondary brand associations ...................................................................................................39
Lecture 4 | Brand Communication B2B2C Communications! ...............................................44
I. Marketing communication ................................................................................................44
Ib. Badvertising ........................................................................................................................51
Ic. Digital brandcom & social media...........................................................................................55
, II. B2B2C Branding ....................................................................................................................55
Lecture 4b | Brand image research ....................................................................................60
A Multitude of methods! ..........................................................................................................60
Lecture 5| Brand equity leverage & Brand extensions ........................................................68
I. Brand architecture: Strategy! .................................................................................................68
II. Brand extension....................................................................................................................79
Lecture 6| Human Brand & Personal Branding...................................................................89
Recap Week 5: Expectations & results .......................................................................................89
Person branding foundation .....................................................................................................89
I. Context: Person brands.....................................................................................................89
II. Personal Branding .................................................................................................................91
III. Positioning & communication tools ......................................................................................98
, Lecture 1 | Branding boundaries & brand value
I. Boundaries of branding
Is this a good/bad move for a brand?
What’s going to do with customers?
Black lives matter: also is a brand
Hyperconnectivity and branding (Swaminathan et al. 2020)
Hyperconnectivity
• Blurring of brand boundaries -> Shared ownership, co-creation, control etc.
• Broadening of brand boundaries -> What is a brand?
II. Brand value & brand equity
What is a brand?
Brand = A brand can be defined as ‘a name, term, sign, symbol, or design, or combination of
them which is intended to identify the goods and services of one seller or group of sellers and
to differentiate them from those of competitors. - Keller (1993) So, anything you can:
- Identify
- Differentiate
➔ Differentiate: as compare to whom?
Core criteria: When is something becoming a brand?
- Is there brand management going on to influence what people think about it?
(i.e., influence associative network Create, strengthen, weaken brand associations)
- With the intention of creating commercial value
(turnover, profit, but also: behavior, perceptions Anything that may stimulate exchange of
goods and services)
- Examples of brands:
o Maastricht
o Obama
o Justin Bieber o Justin Bieber became a brand when they became aware
of him and identified him as a person different from other people.
So, you start being a brand when you create brand equity ‘the added value’ of a brand.
➔ Brand equity – value chain
Best global brands in 2019 rankings
(https://www.interbrand.com/best- brands/best-global-brands/2019/ranking/)
, Brand equity can be expressed in financial terms.
→ Brand value chain (Keller 2016)
Program quality: Anything starts with marketing; brand management; the effort you take to
develop a brand
The model goes from brand level to organizational level
Problem with the model: Show me the money!?
• How? → Customer mindset is a good predictor of market performance (because
you see it around you, so it gets value)
• So, if you do good in the first two blocks, you will have good performance
➔ Customer-based brand equity
If brand value ultimately resides in the mind of the consumer…
Brand equity in consumer behavior terms:
Customer-based brand equity = The differential effect that brand knowledge has on
customer response to brand marketing activity.
Needs to make a difference, is based on brand knowledge, also needs to reflect in a response!
Swaminathan (2016):
• But how do we MEASURE differential effect?
• What are the proper responses/consumer mindset measure to use? - Associative
network model!!
Associative network memory model
Everything we do is based on our associative network memory model
From (cognitive) psychology to marketing / CB / branding:
• Nodes (stored information) and links (strength of associations between nodes)
Associative networks are individual BUT good brands have overlap!
→ Aggregated associative network – Overlap means: BRAND IMAGE (big sample research
can give this) Brand associations are about associations and thus neutral
