Exam: Wednesday March 27,
Notes Brand Management
4 CASES FOR THE COURSE
o Jägermeister (Positioning)
o Coolblue (Employer Branding)
o Guylian (Brand Extension)
o HEMA (Brand Activism)
Session 1:
WHAT IS A BRAND?
A brand can be understood through five key perspectives:
Identification
o A brand is a name, term, sign, symbol, or design that
identifies goods/services. (Philip Kotler)
o Example: The Apple logo immediately signals technology and
innovation.
Differentiation
o A brand differentiates products/services from competitors.
(David Aaker)
o Example: Nike differentiates itself from Adidas through its
“Just Do It” slogan and athlete endorsements.
Mental Construct
o A brand exists in the consumer’s mind as a collection of
associations. (Giep Franzen, John et al. 2006)
o Example: When people think of “Tesla,” they associate it with
innovation, electric cars, and Elon Musk.
Relationship Partner
o Consumers form emotional connections with brands, treating
them like partners. (Susan Fournier)
o Example: Fans of Starbucks may feel a personal connection
to the brand, visiting their stores regularly for comfort.
Driving Force
o Brands connect organizations and people, shaping corporate
culture and self-expression. (Martin Kornberger)
o Example: Patagonia’s commitment to sustainability creates a
strong bond with environmentally conscious consumers.
BUILDING A STRONG
BRAND – CUSTOMER-BASED
BRAND EQUITY (CBBE)
PYRAMID
Keller’s CBBE Pyramid
explains how consumers
perceive a brand in four
levels:
,Exam: Wednesday March 27,
,Exam: Wednesday March 27,
BRAND SALIENCE (AWARENESS)
Consumers must first recognize and recall the brand.
Brand Recall (Top-of-Mind Awareness – TOMA):
o Example: If asked about fast food, people might recall
McDonald's first.
Brand Recognition (Aided Recall):
o Example: Seeing a Coca-Cola bottle and recognizing the
brand.
Depth & Breadth of Awareness:
o Depth: How easily is the brand recalled?
o Breadth: In what contexts does the brand come to mind?
Tips to Build Awareness:
Repetition in marketing (low-involvement learning).
Consistency (logo, slogan, colors).
Link the brand to a specific need.
Ensure product packaging gets noticed quickly (two-second rule).
Use mnemonic devices (jingles, visuals).
BRAND MEANING (ASSOCIATIONS)
Brand meaning comes from functional and imagery associations.
Brand Performance (Functional Associations)
Product Features: Key attributes that define the product.
o Example: Tesla’s electric range and self-driving features.
Reliability & Durability:
o Example: Toyota’s reputation for long-lasting cars.
Service Efficiency & Empathy:
o Example: Amazon’s fast delivery and customer service.
Design & Style:
o Example: The sleek, minimalist look of an iPhone.
Price Positioning:
o Example: Luxury brands like Rolex charge high prices to
maintain exclusivity.
Brand Imagery (Emotional Associations)
User Profile: Who uses the brand?
o Example: Lululemon is associated with fitness-conscious
individuals.
Usage Situation: When is it used?
o Example: Red Bull is marketed as an energy boost for athletes
and students.
Personality & Values:
o Example: Harley-Davidson symbolizes freedom and rebellion.
History & Heritage:
o Example: Levi’s jeans have a strong American heritage.
CONSUMER RESPONSE (JUDGMENT & FEELINGS)
How do people perceive and evaluate the brand?
, Exam: Wednesday March 27,
Brand Judgments (Rational Evaluations)
Quality: Perceived superiority of the product.
o Example: Rolex is considered high-quality.
Credibility: Trustworthiness, expertise, likability.
o Example: Google is seen as a credible source of information.
Consideration: Would consumers choose this brand?
o Example: People consider Nike when buying running shoes.
Superiority: Is this brand the best?
o Example: Apple vs. Samsung debates in smartphones.
Brand Feelings (Emotional Evaluations)
Warmth, Fun, Excitement
o Example: Disney evokes nostalgia and happiness.
Security, Social Approval, Self-Respect
o Example: Owning a Mercedes-Benz provides a sense of
prestige.
CONSUMER-BRAND RELATIONSHIPS (RESONANCE)
The strongest brands create deep relationships.
Behavioral Loyalty: Repeat purchases.
o Example: People who only buy Starbucks coffee.
Attitudinal Attachment: Consumers feel emotionally connected.
o Example: Apple users who eagerly await new product
launches.
Sense of Community: A shared brand experience.
o Example: Jeep owners waving at each other on the road.
Active Engagement: Consumers voluntarily promote the brand.
o Example: People posting Nike shoes on social media.
Resonance Dimensions:
Intensity: How strongly do consumers feel about the brand?
Activity: Do they act on those feelings (purchase, recommend)?
SUMMARY
Brands help with identification, differentiation, meaning,
relationships, and act as a driving force.
Keller’s CBBE Pyramid explains how brands build equity:
o Brand Salience → Create awareness.
o Brand Meaning → Establish associations (functional &
emotional).
o Consumer Response → Build positive judgments & feelings.
o Consumer Relationships → Drive loyalty & engagement.
Notes Brand Management
4 CASES FOR THE COURSE
o Jägermeister (Positioning)
o Coolblue (Employer Branding)
o Guylian (Brand Extension)
o HEMA (Brand Activism)
Session 1:
WHAT IS A BRAND?
A brand can be understood through five key perspectives:
Identification
o A brand is a name, term, sign, symbol, or design that
identifies goods/services. (Philip Kotler)
o Example: The Apple logo immediately signals technology and
innovation.
Differentiation
o A brand differentiates products/services from competitors.
(David Aaker)
o Example: Nike differentiates itself from Adidas through its
“Just Do It” slogan and athlete endorsements.
Mental Construct
o A brand exists in the consumer’s mind as a collection of
associations. (Giep Franzen, John et al. 2006)
o Example: When people think of “Tesla,” they associate it with
innovation, electric cars, and Elon Musk.
Relationship Partner
o Consumers form emotional connections with brands, treating
them like partners. (Susan Fournier)
o Example: Fans of Starbucks may feel a personal connection
to the brand, visiting their stores regularly for comfort.
Driving Force
o Brands connect organizations and people, shaping corporate
culture and self-expression. (Martin Kornberger)
o Example: Patagonia’s commitment to sustainability creates a
strong bond with environmentally conscious consumers.
BUILDING A STRONG
BRAND – CUSTOMER-BASED
BRAND EQUITY (CBBE)
PYRAMID
Keller’s CBBE Pyramid
explains how consumers
perceive a brand in four
levels:
,Exam: Wednesday March 27,
,Exam: Wednesday March 27,
BRAND SALIENCE (AWARENESS)
Consumers must first recognize and recall the brand.
Brand Recall (Top-of-Mind Awareness – TOMA):
o Example: If asked about fast food, people might recall
McDonald's first.
Brand Recognition (Aided Recall):
o Example: Seeing a Coca-Cola bottle and recognizing the
brand.
Depth & Breadth of Awareness:
o Depth: How easily is the brand recalled?
o Breadth: In what contexts does the brand come to mind?
Tips to Build Awareness:
Repetition in marketing (low-involvement learning).
Consistency (logo, slogan, colors).
Link the brand to a specific need.
Ensure product packaging gets noticed quickly (two-second rule).
Use mnemonic devices (jingles, visuals).
BRAND MEANING (ASSOCIATIONS)
Brand meaning comes from functional and imagery associations.
Brand Performance (Functional Associations)
Product Features: Key attributes that define the product.
o Example: Tesla’s electric range and self-driving features.
Reliability & Durability:
o Example: Toyota’s reputation for long-lasting cars.
Service Efficiency & Empathy:
o Example: Amazon’s fast delivery and customer service.
Design & Style:
o Example: The sleek, minimalist look of an iPhone.
Price Positioning:
o Example: Luxury brands like Rolex charge high prices to
maintain exclusivity.
Brand Imagery (Emotional Associations)
User Profile: Who uses the brand?
o Example: Lululemon is associated with fitness-conscious
individuals.
Usage Situation: When is it used?
o Example: Red Bull is marketed as an energy boost for athletes
and students.
Personality & Values:
o Example: Harley-Davidson symbolizes freedom and rebellion.
History & Heritage:
o Example: Levi’s jeans have a strong American heritage.
CONSUMER RESPONSE (JUDGMENT & FEELINGS)
How do people perceive and evaluate the brand?
, Exam: Wednesday March 27,
Brand Judgments (Rational Evaluations)
Quality: Perceived superiority of the product.
o Example: Rolex is considered high-quality.
Credibility: Trustworthiness, expertise, likability.
o Example: Google is seen as a credible source of information.
Consideration: Would consumers choose this brand?
o Example: People consider Nike when buying running shoes.
Superiority: Is this brand the best?
o Example: Apple vs. Samsung debates in smartphones.
Brand Feelings (Emotional Evaluations)
Warmth, Fun, Excitement
o Example: Disney evokes nostalgia and happiness.
Security, Social Approval, Self-Respect
o Example: Owning a Mercedes-Benz provides a sense of
prestige.
CONSUMER-BRAND RELATIONSHIPS (RESONANCE)
The strongest brands create deep relationships.
Behavioral Loyalty: Repeat purchases.
o Example: People who only buy Starbucks coffee.
Attitudinal Attachment: Consumers feel emotionally connected.
o Example: Apple users who eagerly await new product
launches.
Sense of Community: A shared brand experience.
o Example: Jeep owners waving at each other on the road.
Active Engagement: Consumers voluntarily promote the brand.
o Example: People posting Nike shoes on social media.
Resonance Dimensions:
Intensity: How strongly do consumers feel about the brand?
Activity: Do they act on those feelings (purchase, recommend)?
SUMMARY
Brands help with identification, differentiation, meaning,
relationships, and act as a driving force.
Keller’s CBBE Pyramid explains how brands build equity:
o Brand Salience → Create awareness.
o Brand Meaning → Establish associations (functional &
emotional).
o Consumer Response → Build positive judgments & feelings.
o Consumer Relationships → Drive loyalty & engagement.
