Branding lecture slides summary
Lecture 1: Brand value
1a. Branding challenges
• What is (the function of) a brand?
Hyperconnectivity and branding (Swaminathan et al. 2020)
• Roadmap for this course
• Starting point and end point
• “Sanity check” for each week’s topics
• Hyperconnectivity
• Blurring of brand boundaries
• Shared ownership, co-creation, control etc.
• Broadening of brand boundaries
• What is a brand?
• Touches upon many topics in course
• Brand personality & brand authenticity (Week 2)
• (Digital) brand communication (Week 4)
• Secondary brand associations (Week 5)
• Etc.
Branding in a digital world?
• Keller 2016:
• Brand engagement pyramid
RESEARCH AGENDA FOR REINVENTING
BRAND MANAGEMENT IN AN INTERACTIVE
MARKETPLACE (Schultz, 2016)
• Shift to behavioral data
• Longitudinal analysis
• Networked systems
• Multidimensional models
• Financial focus
• Connections to/inclusion of other organizations in brand (development) (pp. 213-214)
1b. Brand equity
,Brand equity
Brand Value Chain (Keller 2016)
Customer-Based Brand Equity
• If brand value ultimately resides in the mind of
the consumer…
• Brand equity in consumer behavior terms
,Associative network memory
model
• From psychology to branding
• Nodes (stored information)
• Links (strength of association
between nodes)
(Collins & Loftus 1975)
Brand Associative Network
CBBE/Brand Resonance Model (Keller 2016)
, 5 As of CBBE
CBBE pyramid
• CBBE as a pyramid?
• Different levels/layers
• Narrow at the top…
Integrated overview models (Keller 2016)
Lecture 1: Brand value
1a. Branding challenges
• What is (the function of) a brand?
Hyperconnectivity and branding (Swaminathan et al. 2020)
• Roadmap for this course
• Starting point and end point
• “Sanity check” for each week’s topics
• Hyperconnectivity
• Blurring of brand boundaries
• Shared ownership, co-creation, control etc.
• Broadening of brand boundaries
• What is a brand?
• Touches upon many topics in course
• Brand personality & brand authenticity (Week 2)
• (Digital) brand communication (Week 4)
• Secondary brand associations (Week 5)
• Etc.
Branding in a digital world?
• Keller 2016:
• Brand engagement pyramid
RESEARCH AGENDA FOR REINVENTING
BRAND MANAGEMENT IN AN INTERACTIVE
MARKETPLACE (Schultz, 2016)
• Shift to behavioral data
• Longitudinal analysis
• Networked systems
• Multidimensional models
• Financial focus
• Connections to/inclusion of other organizations in brand (development) (pp. 213-214)
1b. Brand equity
,Brand equity
Brand Value Chain (Keller 2016)
Customer-Based Brand Equity
• If brand value ultimately resides in the mind of
the consumer…
• Brand equity in consumer behavior terms
,Associative network memory
model
• From psychology to branding
• Nodes (stored information)
• Links (strength of association
between nodes)
(Collins & Loftus 1975)
Brand Associative Network
CBBE/Brand Resonance Model (Keller 2016)
, 5 As of CBBE
CBBE pyramid
• CBBE as a pyramid?
• Different levels/layers
• Narrow at the top…
Integrated overview models (Keller 2016)
