Strategic
Brand
Management
, Strategic Brand
in
ore
Management
Week 3.1: What are brands and why do we buy them?
-1,16
Ch1 Introduction to Brand Management - Mogaji 2021
·Brands existi n the them Brand
subconscious of everyone who uses or
experiences
·
Branding
Brand
Brand Management
goun)
·
Anything can be considered a brand
·
Iti s something physicallypresent -
that
can be recognised, touched and felt.
Branding (verb)
·
Is a
process
·
Marketing practice in which a brand ow n e r takes responsibilityfor enhancing the
experience those
of they
engage
with.
·
Makes a brand m o re valuable
·
Is about
an
experience
·Branding is the acto f
shaping how a
company, organisation or individual is perceived
Brand management
·
About the
branding
managing process
Bridges between brands and
branding
·
gap
·
Brand managementi s bythe brand
done consciously to make the brand appeal to users and win ove r
competitor brands' users.
Carrot Carrotjuice in the shop
in the garden
Brand Valued brand The brand managementprocess
Branding
Brand management <
, Branding vs. advertising vs. marketing
↓ ↳ integrates ↳?
creating awareness
brands into
and advertising consumers' minds
The four P's of
marketing: Stakeholders
1) Product ·
Brand ow n e r
2) Price ·
Brand users
3) Place ·
Brand manager
Promotion
2) ·
Brand influencers
·
Brand valuers
SMSE Small- and
=
Medium-Scale Enterprise
·
Brand users are the entities thatm a ke the brand exist
Opportunities:
·
Career
·
Creativity
·
Critical evaluation
·
Communication
·
Consumer behaviour
Introduction to consumer value - Holbrook 1999
Types c o n s u m e r value
of
·
Extrinsic vs. intrinsic value
L->
>
Extrinsic valuable as
Intrinsic:valuable byitself(daya tthe
means to accomplishing further purpose (hammer)
beach)
·
Self-oriented vs. other-oriented value
For how I
E. (mysweater)
ow n
my sake, reactetc.
For their sake, how theyreactetc. (micro;i ntermediate;macro-level)
·
Active vs. reactive value
Active:entails
=.
a
physical or mental manipulation ofs o m e (intangible object(done byo bjectt o object)
Reactive: responding to some object(Itac ts upon me,
It
moves me
Brand
Management
, Strategic Brand
in
ore
Management
Week 3.1: What are brands and why do we buy them?
-1,16
Ch1 Introduction to Brand Management - Mogaji 2021
·Brands existi n the them Brand
subconscious of everyone who uses or
experiences
·
Branding
Brand
Brand Management
goun)
·
Anything can be considered a brand
·
Iti s something physicallypresent -
that
can be recognised, touched and felt.
Branding (verb)
·
Is a
process
·
Marketing practice in which a brand ow n e r takes responsibilityfor enhancing the
experience those
of they
engage
with.
·
Makes a brand m o re valuable
·
Is about
an
experience
·Branding is the acto f
shaping how a
company, organisation or individual is perceived
Brand management
·
About the
branding
managing process
Bridges between brands and
branding
·
gap
·
Brand managementi s bythe brand
done consciously to make the brand appeal to users and win ove r
competitor brands' users.
Carrot Carrotjuice in the shop
in the garden
Brand Valued brand The brand managementprocess
Branding
Brand management <
, Branding vs. advertising vs. marketing
↓ ↳ integrates ↳?
creating awareness
brands into
and advertising consumers' minds
The four P's of
marketing: Stakeholders
1) Product ·
Brand ow n e r
2) Price ·
Brand users
3) Place ·
Brand manager
Promotion
2) ·
Brand influencers
·
Brand valuers
SMSE Small- and
=
Medium-Scale Enterprise
·
Brand users are the entities thatm a ke the brand exist
Opportunities:
·
Career
·
Creativity
·
Critical evaluation
·
Communication
·
Consumer behaviour
Introduction to consumer value - Holbrook 1999
Types c o n s u m e r value
of
·
Extrinsic vs. intrinsic value
L->
>
Extrinsic valuable as
Intrinsic:valuable byitself(daya tthe
means to accomplishing further purpose (hammer)
beach)
·
Self-oriented vs. other-oriented value
For how I
E. (mysweater)
ow n
my sake, reactetc.
For their sake, how theyreactetc. (micro;i ntermediate;macro-level)
·
Active vs. reactive value
Active:entails
=.
a
physical or mental manipulation ofs o m e (intangible object(done byo bjectt o object)
Reactive: responding to some object(Itac ts upon me,
It
moves me
