Samenvatting Brand Management
Table of Contents
Topic 1 - Brand Management ............................................................................................ 3
The past................................................................................................................................... 3
History ........................................................................................................................................................... 3
The present ............................................................................................................................. 3
(Changing) Perspectives ................................................................................................................................ 3
Importance .................................................................................................................................................... 5
The future................................................................................................................................ 6
Challenges and Opportunities ....................................................................................................................... 6
The process.............................................................................................................................. 7
6 Deadly Sins of Branding ......................................................................................................... 7
Topic 2 - Brand Identity and Brand Positioning .................................................................. 8
Brand identity .......................................................................................................................... 8
Why do we need one? .................................................................................................................................. 8
What exactly is it? (checklist) ........................................................................................................................ 8
How can we build a brand identity? ............................................................................................................. 8
Brand positioning................................................................................................................... 14
Why do we need one? ................................................................................................................................ 14
What exactly is it? ....................................................................................................................................... 14
How can we build a brand positioning? ...................................................................................................... 14
Topic 3 - Brand Strategy and Brand Tactics ..................................................................... 18
Brand strategy ....................................................................................................................... 18
Brand hierarchy ........................................................................................................................................... 18
Brand extension .......................................................................................................................................... 20
Brand alliance .............................................................................................................................................. 22
Tactics ................................................................................................................................... 24
Brand elements ........................................................................................................................................... 24
Topic 4 - Brand Concepts (& Brand Image) ...................................................................... 28
Associative Networks ............................................................................................................. 28
Brand Associations................................................................................................................. 29
Brand Knowledge ........................................................................................................................................ 31
Brand Feelings ............................................................................................................................................. 33
Brand Behavior............................................................................................................................................ 34
Brand meaning ...................................................................................................................... 37
Brand preference ................................................................................................................... 39
Brand Representations ........................................................................................................... 40
Brand Image ................................................................................................................................................ 40
Brand Positioning ........................................................................................................................................ 41
Topic 5 - Brand Measurement: methods and techniques.................................................. 43
Brand Associations................................................................................................................. 43
1
, Brand knowledge ........................................................................................................................................ 43
Brand feelings ........................................................................................................................ 47
Brand behavior ............................................................................................................................................ 50
Topic 6 - Brand Framework ............................................................................................. 58
Conceptualization .................................................................................................................. 58
Branding and concepts................................................................................................................................ 58
Conceptual dimensions ............................................................................................................................... 59
Nomological net .......................................................................................................................................... 60
Causal relationships ............................................................................................................... 60
Brand management .................................................................................................................................... 60
Marketing management ............................................................................................................................. 61
Communication management .................................................................................................................... 62
2
,Topic 1 - Brand Management
The past
Once upon a time there were commodities…
- Undifferentiable by seller/manufacturer
- Often sold loose
- Quality highly variable
- In competitive markets with many manufacturers/sellers for the same commodity
Question: How do I get a buyer to prefer and buy my commodity?
- Answer: differentiate it from competition, make it more attractive and make yourself known
- How: By branding your ‘commodity’
History
- Derived from old Norse word ‘brandr’ meaning ‘to burn’
- Marks on Chinese porcelain, pottery jars from Grecian, Roman and Indian artifacts dating
from 1300BC
- Cattle Ranchers
- Bakers to mark their bread – English law in 1266
- The Moon & The Stars (1851) – P&G brand logo: to recognize and express certain meaning
- Uneeda biscuits – 1898 – first nationally branded biscuit
Brand = a name, term sign, symbol, or design, or a combination of them, intended to identify the
goods and services of one seller or group of sellers and to differentiate them from those of
competition (AMA). People are more willing to spend time/money/effort to spend on a brand.
But why do people buy a Macbook or a Louis Vuitton bag? Apparently, there is more to the brand.
How brands are perceived nowadays is not covered by this definition anymore. In practice, a brand
creates a certain amount of meaning, reputation, preference and so on… in the eyes of the
customer.
The present
Letting the customer in: vroeger wilde de producent dat klanten hun
merk snapten, nu is het meer dat dat vanuit klanten zelf moet
komen.
(Changing) Perspectives
- From the organizations’ point of view: physical product
- To the customers’ point of view: psychological product
Augmented betekent "the tangible product
comes with...". Total is alles wat erbij komt
kijken. Covers everything that the
organization wants you to know. But there is
one thing that is (almost) not controllable:
how the product is perceived in the market.
Old versus new, where old is more inside-out. New is more customer centered. So physical is up till augmented.
Hopefully the wishes of the customer will be extecuted by the company. Psychological is from augmented; where the
consumer comes in
3
, Example blind vs identified taste test Pepsi & Coke → preferences change. Pepsi was more sweet,
which made the blind taste test more successful for Pepsi. This made Coca Cola change their recipe.
Brand = a product, but one that adds other dimensions that differentiate it in some way from other
products designed to satisfy (the same) needs. These valued differences can be:
- Rational and tangible, but are often…
o Perfect cut, finest cotton, premium prices
- Intangible, emotional and symbolic → this is where great differences can be found too
o Brands are more and more intangibles that have become the key source of
corporate value
o Stylish, comfortable, status
Lately, intangible assets became much more important than tangible assets:
Product versus brand
- Product: anything that can be offered to a market for attention, acquisition, use or
consumption
- Branded product: a product that has been given a name for identification purposes
- Brand: a product, but one that adds other dimensions that differentiate it in some way from
other products designed to satisfy (the same) needs
4
Table of Contents
Topic 1 - Brand Management ............................................................................................ 3
The past................................................................................................................................... 3
History ........................................................................................................................................................... 3
The present ............................................................................................................................. 3
(Changing) Perspectives ................................................................................................................................ 3
Importance .................................................................................................................................................... 5
The future................................................................................................................................ 6
Challenges and Opportunities ....................................................................................................................... 6
The process.............................................................................................................................. 7
6 Deadly Sins of Branding ......................................................................................................... 7
Topic 2 - Brand Identity and Brand Positioning .................................................................. 8
Brand identity .......................................................................................................................... 8
Why do we need one? .................................................................................................................................. 8
What exactly is it? (checklist) ........................................................................................................................ 8
How can we build a brand identity? ............................................................................................................. 8
Brand positioning................................................................................................................... 14
Why do we need one? ................................................................................................................................ 14
What exactly is it? ....................................................................................................................................... 14
How can we build a brand positioning? ...................................................................................................... 14
Topic 3 - Brand Strategy and Brand Tactics ..................................................................... 18
Brand strategy ....................................................................................................................... 18
Brand hierarchy ........................................................................................................................................... 18
Brand extension .......................................................................................................................................... 20
Brand alliance .............................................................................................................................................. 22
Tactics ................................................................................................................................... 24
Brand elements ........................................................................................................................................... 24
Topic 4 - Brand Concepts (& Brand Image) ...................................................................... 28
Associative Networks ............................................................................................................. 28
Brand Associations................................................................................................................. 29
Brand Knowledge ........................................................................................................................................ 31
Brand Feelings ............................................................................................................................................. 33
Brand Behavior............................................................................................................................................ 34
Brand meaning ...................................................................................................................... 37
Brand preference ................................................................................................................... 39
Brand Representations ........................................................................................................... 40
Brand Image ................................................................................................................................................ 40
Brand Positioning ........................................................................................................................................ 41
Topic 5 - Brand Measurement: methods and techniques.................................................. 43
Brand Associations................................................................................................................. 43
1
, Brand knowledge ........................................................................................................................................ 43
Brand feelings ........................................................................................................................ 47
Brand behavior ............................................................................................................................................ 50
Topic 6 - Brand Framework ............................................................................................. 58
Conceptualization .................................................................................................................. 58
Branding and concepts................................................................................................................................ 58
Conceptual dimensions ............................................................................................................................... 59
Nomological net .......................................................................................................................................... 60
Causal relationships ............................................................................................................... 60
Brand management .................................................................................................................................... 60
Marketing management ............................................................................................................................. 61
Communication management .................................................................................................................... 62
2
,Topic 1 - Brand Management
The past
Once upon a time there were commodities…
- Undifferentiable by seller/manufacturer
- Often sold loose
- Quality highly variable
- In competitive markets with many manufacturers/sellers for the same commodity
Question: How do I get a buyer to prefer and buy my commodity?
- Answer: differentiate it from competition, make it more attractive and make yourself known
- How: By branding your ‘commodity’
History
- Derived from old Norse word ‘brandr’ meaning ‘to burn’
- Marks on Chinese porcelain, pottery jars from Grecian, Roman and Indian artifacts dating
from 1300BC
- Cattle Ranchers
- Bakers to mark their bread – English law in 1266
- The Moon & The Stars (1851) – P&G brand logo: to recognize and express certain meaning
- Uneeda biscuits – 1898 – first nationally branded biscuit
Brand = a name, term sign, symbol, or design, or a combination of them, intended to identify the
goods and services of one seller or group of sellers and to differentiate them from those of
competition (AMA). People are more willing to spend time/money/effort to spend on a brand.
But why do people buy a Macbook or a Louis Vuitton bag? Apparently, there is more to the brand.
How brands are perceived nowadays is not covered by this definition anymore. In practice, a brand
creates a certain amount of meaning, reputation, preference and so on… in the eyes of the
customer.
The present
Letting the customer in: vroeger wilde de producent dat klanten hun
merk snapten, nu is het meer dat dat vanuit klanten zelf moet
komen.
(Changing) Perspectives
- From the organizations’ point of view: physical product
- To the customers’ point of view: psychological product
Augmented betekent "the tangible product
comes with...". Total is alles wat erbij komt
kijken. Covers everything that the
organization wants you to know. But there is
one thing that is (almost) not controllable:
how the product is perceived in the market.
Old versus new, where old is more inside-out. New is more customer centered. So physical is up till augmented.
Hopefully the wishes of the customer will be extecuted by the company. Psychological is from augmented; where the
consumer comes in
3
, Example blind vs identified taste test Pepsi & Coke → preferences change. Pepsi was more sweet,
which made the blind taste test more successful for Pepsi. This made Coca Cola change their recipe.
Brand = a product, but one that adds other dimensions that differentiate it in some way from other
products designed to satisfy (the same) needs. These valued differences can be:
- Rational and tangible, but are often…
o Perfect cut, finest cotton, premium prices
- Intangible, emotional and symbolic → this is where great differences can be found too
o Brands are more and more intangibles that have become the key source of
corporate value
o Stylish, comfortable, status
Lately, intangible assets became much more important than tangible assets:
Product versus brand
- Product: anything that can be offered to a market for attention, acquisition, use or
consumption
- Branded product: a product that has been given a name for identification purposes
- Brand: a product, but one that adds other dimensions that differentiate it in some way from
other products designed to satisfy (the same) needs
4
