Total summary
Lecture notes
HC 1 | Tue 3 feb
WHAT IS A BRAND?
Identification
Differentiation
Mental Construct
Relationship Partner
Driving force
A BRAND = IDENTIFICATION
→ A name, term, sign, symbol, design, or any combination of those, used to identify the goods and
services of one seller or group of sellers
BRAND = DIFFERENTIATION
→ A brands serves to differentiate your product/service from those of the competitors.
Our brain automatically categories things, products and brands into different groups. For marketing
you should use this, try to help people differentiate those brands.
BRAND = MENTAL CONSTRUCT
Brands are mental containers of meaning and serve as internal information sources for buyers
(Giep Franzen)
Total summary 1
, Brands are networks of associations (John et al. 2006)
Those categories people make, you start making associations with those categories. In marketing
you are building those associations, you try to put all those things to the front, for people to think of
the associations related to your brand in all situations.
BRAND = RELATIONSHIP PARTNER
“… brands can and do serve as viable relationship partners [and] consumer brand relationships
are valid at the level of lived experience…”
(Susan Fournier)
BRAND = DRIVING FORCE
[B]rands are the mechanism that connects organizations and people… they are also the cultural
forms that allow us to express who we are … [and] the soul of corporations, organizations and
movements. (Martin Kornberger)
But the question remains, how to build a strong brand
Customer Based Brand Equity (CBBE) Pyramid
4 Questions (consumers ask about your brand):
1. Who are you? (identity)
2. What are you? (meaning)
3. How do I think & feel about you?
4. What is our relationship?
Total summary 2
, → They go from bottom to top
Layer 1: Brand Salience
Making sure consumers get the associations.
Before anything else, you need to create brand salience (= the brand must come to mind easily).
→ This means you have to build BRAND AWARENESS: The ability to recall and recognize the brand
(in relation to the needs it satisfies!)
Customer Based Brand Equity Pyramid
Two types of brand awareness: recall vs recognition
Recall = the brand comes to mind spontaneously aka “top of mind awareness” (TOMA, which
you can rank → TOMA3 for example would mean top of mind nr3)
“what brand(s) of [category] can you think of?”
Recognition = the brand is recognize from relevant cues (e.g., name, logo, packaging, design)
aka “aided recall”
“which of these brands do you know/recognize?”
Depth: How easily do you recall/recognize the brand?
Breadth: In which situations does the brand come to mind?
Brand Recognition: Distinctive Brand Assets (Jenny Romaniuk & Byron Sharp)
Distinctive brand assets: (Design) elements that help consumers recognize the brand when they
buy the category
→ Like McDonalds → their yellow M, the recognizable tune, imagine their burger
Two things u can measure with this:
→ Fame: How many consumers link the asset with the brand?
→ Uniqueness: Is the link unique for your brand?
Framework for using uniqueness and fame:
Total summary 3
, Some general tips for building awareness
More exposure is better (low involvement learning is based on repeated exposures), so
budget is key, but also:
Be consistent (think 10 times before changing logo / name / packaging)
Always establish link to product need
Ensure sufficient exposure to package (two second rule) for recognition
Create a personal connection (use a presenter who establishes this)
Use mnemonic devices (music, sound, imagery)
Layer 2: Brand Meaning & imagery
Brand meaning: the associations with a brand, built by: own experience, experience of others
(WOM) & advertising
Good associations:
Favorable
Strong link to the brand
Unique (distinct from other brands in category)
Two types of associations:
1. Functional, performance-related
2. Imagery-related (often more abstract)
→ more on associations in lecture 3/4
Brand Meaning I – brand performance
Example of 5 of product attributes that you could associate a brand with in your mind.
Total summary 4
Lecture notes
HC 1 | Tue 3 feb
WHAT IS A BRAND?
Identification
Differentiation
Mental Construct
Relationship Partner
Driving force
A BRAND = IDENTIFICATION
→ A name, term, sign, symbol, design, or any combination of those, used to identify the goods and
services of one seller or group of sellers
BRAND = DIFFERENTIATION
→ A brands serves to differentiate your product/service from those of the competitors.
Our brain automatically categories things, products and brands into different groups. For marketing
you should use this, try to help people differentiate those brands.
BRAND = MENTAL CONSTRUCT
Brands are mental containers of meaning and serve as internal information sources for buyers
(Giep Franzen)
Total summary 1
, Brands are networks of associations (John et al. 2006)
Those categories people make, you start making associations with those categories. In marketing
you are building those associations, you try to put all those things to the front, for people to think of
the associations related to your brand in all situations.
BRAND = RELATIONSHIP PARTNER
“… brands can and do serve as viable relationship partners [and] consumer brand relationships
are valid at the level of lived experience…”
(Susan Fournier)
BRAND = DRIVING FORCE
[B]rands are the mechanism that connects organizations and people… they are also the cultural
forms that allow us to express who we are … [and] the soul of corporations, organizations and
movements. (Martin Kornberger)
But the question remains, how to build a strong brand
Customer Based Brand Equity (CBBE) Pyramid
4 Questions (consumers ask about your brand):
1. Who are you? (identity)
2. What are you? (meaning)
3. How do I think & feel about you?
4. What is our relationship?
Total summary 2
, → They go from bottom to top
Layer 1: Brand Salience
Making sure consumers get the associations.
Before anything else, you need to create brand salience (= the brand must come to mind easily).
→ This means you have to build BRAND AWARENESS: The ability to recall and recognize the brand
(in relation to the needs it satisfies!)
Customer Based Brand Equity Pyramid
Two types of brand awareness: recall vs recognition
Recall = the brand comes to mind spontaneously aka “top of mind awareness” (TOMA, which
you can rank → TOMA3 for example would mean top of mind nr3)
“what brand(s) of [category] can you think of?”
Recognition = the brand is recognize from relevant cues (e.g., name, logo, packaging, design)
aka “aided recall”
“which of these brands do you know/recognize?”
Depth: How easily do you recall/recognize the brand?
Breadth: In which situations does the brand come to mind?
Brand Recognition: Distinctive Brand Assets (Jenny Romaniuk & Byron Sharp)
Distinctive brand assets: (Design) elements that help consumers recognize the brand when they
buy the category
→ Like McDonalds → their yellow M, the recognizable tune, imagine their burger
Two things u can measure with this:
→ Fame: How many consumers link the asset with the brand?
→ Uniqueness: Is the link unique for your brand?
Framework for using uniqueness and fame:
Total summary 3
, Some general tips for building awareness
More exposure is better (low involvement learning is based on repeated exposures), so
budget is key, but also:
Be consistent (think 10 times before changing logo / name / packaging)
Always establish link to product need
Ensure sufficient exposure to package (two second rule) for recognition
Create a personal connection (use a presenter who establishes this)
Use mnemonic devices (music, sound, imagery)
Layer 2: Brand Meaning & imagery
Brand meaning: the associations with a brand, built by: own experience, experience of others
(WOM) & advertising
Good associations:
Favorable
Strong link to the brand
Unique (distinct from other brands in category)
Two types of associations:
1. Functional, performance-related
2. Imagery-related (often more abstract)
→ more on associations in lecture 3/4
Brand Meaning I – brand performance
Example of 5 of product attributes that you could associate a brand with in your mind.
Total summary 4
