SUMMARY LECTURES
BRAND MANAGEMENT
Learning objectives...............................................................................................................................................................2
Topic 1 – Brand Management ................................................................................................................................................4
Topic 2 – Brand Identity & Brand positioning......................................................................................................................10
Topic 3 – Brand Strategy and Brand Tactics.........................................................................................................................24
Topic 4 – Brand Concepts incl. Brand Image........................................................................................................................40
Topic 5 – Brand Measurement methods and Techniques......................................................................................................57
Topic 6 – Brand Framework: Conceptual Relationships……...............................................................................................73
1
,LEANRING OBJECTIVES
Topic 1: Brand Management
- Why Brand Management is a core course in the MSc Marketing Management
o Understand
- How Brand Management has evolved over time: the past, the present and the future
o Illustrate
- What the essential learnings will be in Brand Management … and where to find them in the course
o Convince
Agenda
- Brand Management: the course
- Brand Management:
a. The past
« history
b. The present
« perspectives
« importance
c. The future
« challenges
« opportunities
- Brand Management: the process
- Deadly Sins
Brand Management: the course
- Red means new topic
Course lectures & articles
1. Analytical review of the literature
2. Practical application of the theory
3. Integration of knowledge with respect to brands and branding
- Topic 1: Brand Management.
- Topic 2: Brand Identity.
- Topic 3: Brand Strategy.
- Topic 4: Brand Concepts.
- Topic 5: Brand Measurement.
- Topic 6: Brand Framework.
• Syllabus with 12 articles (2 x 6 topics)
• Links in the Syllabus on Canvas
• Self-study and Team-discussion
- Use them for -and in- your team assignment
o Rigor
o Relevance
- Know them on your preliminary exams
o Content (entire text; no appendices)
o Context (also methodology section)
2
,Individual Exam (60%):
- Individual written examination
o interactive lectures & knowledge clips (week 35 - 40), and 12 academic articles (self-study)
o includes knowledge, insight and application of the theory
o Regular: October 17 and retake: December 7
Brand Management - The Past: history
Once upon a time (in a land, far, far away!) there were commodities..
- Undifferentiable by seller/ manufacturer (no reason to prefer one over the other)
- Often sold loose
- Quality highly variable (one craftsmen better than other)
- In competitive markets we have many mfrs./ sellers for the same commodity
- QUESTION: How do I get a buyer/ consumer to get/to prefer/ to buy my product or commodity?
- ANSWER: Differentiate it from competition and make it more attractive
- HOW: Make it identify you as a company (You have to stand out/ be unique)
How? By branding your ‘ commodity’
Branding.. its origins: the past: history
- Derived from old Norse word ‘brandr’ meaning to burn
- Marks on Chinese porcelain, pottery jars from Grecian, Roman and Indian artifacts dating from 1300 VC
- Cattle Ranchers
- Bakers to mark their brand- English law in 1266
- The Moon & the Stars (1851)- P&G brand- American flag(original states)
- Uneeda biscuits- 1898- first nationally branded biscuit
- Logo of Tilburg University: book with knowledge and the key to knowledge with the tree from the Greek
history
3
, TOPIC 1: BRAND MANAGEMENT
What is a brand?
Brand = ‘a name, term, sign, symbol or design, or a combination of them, intended to identify the goods/
services of one seller or group of sellers and to differentiate them from those of competition’ (AMA)
Brand Management - The Present: perspective
Nowadays brands are not just used for identification, even more used as it has a certain meaning
Perspectives:
- you can have a laptop but you can also have a Mac book
- Bag of LV gives your information about external value- status, perceived quality- intrinsic expression,
reference price- what is acceptable, willing to spend more money and time for that particular brand
➔ In practice.. a brand creates a certain amount of meaning, reputation, preference, and so on.. in the eyes
of the customer
- Gives the customer “added value” both intrinsic and extrinsic
Letting the customer in
- “It’s no longer 100% what the companies tell you about the brand — that has stain-fighting power or what
have you — but it’s really about word of mouth, ratings and reviews.” - Michelle Aleti, founder of
Thinkwell Marketing
- “A brand used to be what you said it was, and you were able to communicate that very efficiently. Today,
brands are the sum total of what others say that you are.” - Jeff Bedard, executive director for Chase
Sapphire at JPMorgan Chase
No longer the company who says this is the brand, but the customer who says ‘this is the brand in my
perception’.
4 levels ( Levitt)
- Core product: functionality of product/ service (e.g., shoes)
- Tangible product: core product + everything that you can see and experience
with all the senses you have (e.g., shoes can have multiple colours)
- Augmented product: core product + tangible product + get certain guaranties/
warranties, additional services (e.g., shoes can have certain guarantees for 20 years)
- Total product: core product + tangible product + augmented product + make the customer feel special/
extra benefits, added value in the EYES OF THE CONSUMER– cannot add this as a manufacturer (e.g., is
no longer company defined but customer define, use Esso over Shell, as it used to be Dutch for example)
Until augmented product producer has influence in the product, at total product the customer takes over and
the extra benefits will be added by the customer itself
Changing perspectives:
from the organizations’ point of view:
- physical product
to the customers’ point of view:
- psychological product Brand Management
customers no longer buy the products because you
want them to do so, but because they want to do so
themselves
Products vs. brands
- Diet Coke vs. diet Pepsi blind taste test
o Prefer Pepsi 51%, prefer Coke 44%, no preferences 5%
- Diet Coke vs. Diet Pepsi in identified taste test (brand names revealed)
o Prefer Pepsi 23%, prefer Coke 65%, no preference 12%
4
BRAND MANAGEMENT
Learning objectives...............................................................................................................................................................2
Topic 1 – Brand Management ................................................................................................................................................4
Topic 2 – Brand Identity & Brand positioning......................................................................................................................10
Topic 3 – Brand Strategy and Brand Tactics.........................................................................................................................24
Topic 4 – Brand Concepts incl. Brand Image........................................................................................................................40
Topic 5 – Brand Measurement methods and Techniques......................................................................................................57
Topic 6 – Brand Framework: Conceptual Relationships……...............................................................................................73
1
,LEANRING OBJECTIVES
Topic 1: Brand Management
- Why Brand Management is a core course in the MSc Marketing Management
o Understand
- How Brand Management has evolved over time: the past, the present and the future
o Illustrate
- What the essential learnings will be in Brand Management … and where to find them in the course
o Convince
Agenda
- Brand Management: the course
- Brand Management:
a. The past
« history
b. The present
« perspectives
« importance
c. The future
« challenges
« opportunities
- Brand Management: the process
- Deadly Sins
Brand Management: the course
- Red means new topic
Course lectures & articles
1. Analytical review of the literature
2. Practical application of the theory
3. Integration of knowledge with respect to brands and branding
- Topic 1: Brand Management.
- Topic 2: Brand Identity.
- Topic 3: Brand Strategy.
- Topic 4: Brand Concepts.
- Topic 5: Brand Measurement.
- Topic 6: Brand Framework.
• Syllabus with 12 articles (2 x 6 topics)
• Links in the Syllabus on Canvas
• Self-study and Team-discussion
- Use them for -and in- your team assignment
o Rigor
o Relevance
- Know them on your preliminary exams
o Content (entire text; no appendices)
o Context (also methodology section)
2
,Individual Exam (60%):
- Individual written examination
o interactive lectures & knowledge clips (week 35 - 40), and 12 academic articles (self-study)
o includes knowledge, insight and application of the theory
o Regular: October 17 and retake: December 7
Brand Management - The Past: history
Once upon a time (in a land, far, far away!) there were commodities..
- Undifferentiable by seller/ manufacturer (no reason to prefer one over the other)
- Often sold loose
- Quality highly variable (one craftsmen better than other)
- In competitive markets we have many mfrs./ sellers for the same commodity
- QUESTION: How do I get a buyer/ consumer to get/to prefer/ to buy my product or commodity?
- ANSWER: Differentiate it from competition and make it more attractive
- HOW: Make it identify you as a company (You have to stand out/ be unique)
How? By branding your ‘ commodity’
Branding.. its origins: the past: history
- Derived from old Norse word ‘brandr’ meaning to burn
- Marks on Chinese porcelain, pottery jars from Grecian, Roman and Indian artifacts dating from 1300 VC
- Cattle Ranchers
- Bakers to mark their brand- English law in 1266
- The Moon & the Stars (1851)- P&G brand- American flag(original states)
- Uneeda biscuits- 1898- first nationally branded biscuit
- Logo of Tilburg University: book with knowledge and the key to knowledge with the tree from the Greek
history
3
, TOPIC 1: BRAND MANAGEMENT
What is a brand?
Brand = ‘a name, term, sign, symbol or design, or a combination of them, intended to identify the goods/
services of one seller or group of sellers and to differentiate them from those of competition’ (AMA)
Brand Management - The Present: perspective
Nowadays brands are not just used for identification, even more used as it has a certain meaning
Perspectives:
- you can have a laptop but you can also have a Mac book
- Bag of LV gives your information about external value- status, perceived quality- intrinsic expression,
reference price- what is acceptable, willing to spend more money and time for that particular brand
➔ In practice.. a brand creates a certain amount of meaning, reputation, preference, and so on.. in the eyes
of the customer
- Gives the customer “added value” both intrinsic and extrinsic
Letting the customer in
- “It’s no longer 100% what the companies tell you about the brand — that has stain-fighting power or what
have you — but it’s really about word of mouth, ratings and reviews.” - Michelle Aleti, founder of
Thinkwell Marketing
- “A brand used to be what you said it was, and you were able to communicate that very efficiently. Today,
brands are the sum total of what others say that you are.” - Jeff Bedard, executive director for Chase
Sapphire at JPMorgan Chase
No longer the company who says this is the brand, but the customer who says ‘this is the brand in my
perception’.
4 levels ( Levitt)
- Core product: functionality of product/ service (e.g., shoes)
- Tangible product: core product + everything that you can see and experience
with all the senses you have (e.g., shoes can have multiple colours)
- Augmented product: core product + tangible product + get certain guaranties/
warranties, additional services (e.g., shoes can have certain guarantees for 20 years)
- Total product: core product + tangible product + augmented product + make the customer feel special/
extra benefits, added value in the EYES OF THE CONSUMER– cannot add this as a manufacturer (e.g., is
no longer company defined but customer define, use Esso over Shell, as it used to be Dutch for example)
Until augmented product producer has influence in the product, at total product the customer takes over and
the extra benefits will be added by the customer itself
Changing perspectives:
from the organizations’ point of view:
- physical product
to the customers’ point of view:
- psychological product Brand Management
customers no longer buy the products because you
want them to do so, but because they want to do so
themselves
Products vs. brands
- Diet Coke vs. diet Pepsi blind taste test
o Prefer Pepsi 51%, prefer Coke 44%, no preferences 5%
- Diet Coke vs. Diet Pepsi in identified taste test (brand names revealed)
o Prefer Pepsi 23%, prefer Coke 65%, no preference 12%
4
