BRANDING
WEEK 1: BRAND BOUNDARIES & BRAND VALUE
SWAMINATHAN (2020)
- Boundaries of branding in a connected world
- Hyper connectivity has led to two major changes in branding
o Blurring of brand boundaries = shared ownership, co-creation, control
o Broadening of brand boundaries = existing brands have expanded their
geographic reach and societal roles
Conceptualisations of brands
1. Firm perspective = brands as assets
a. Strategic approach = development and implementation of brand identity
b. Financial approach = the effect of brand equity and branding actions on the
stock market value of firms
2. The consumer perspective
a. Economic approach = brands as signals
b. Psychological approach = brand equity resides in the minds of customers
3. The society perspective = presents brands in societal and cultural contexts
affecting individual consumers both directly and indirectly through social forces,
structures, and institutions
a. Sociological approach = how brand meanings are generated, changed, and
dynamically reinvented
b. Cultural approach = branded goods, as cultural meaning producers
Boundaries of branding in a connected world
1. Information availability and speed of information dissemination
2. Networks of people and devices, and the growth of platforms
3. Device-to-device connectivity
- In a hyper-connected economy in which consumers can easily access information
about brands using online channels, information asymmetry between brand owners
and consumers has decreased, as search costs are lower
SCHULTZ (2016)
- Brand management in an interactive marketplace
- Brand asset valuator (BAV)
o Brand stature (current operations) à esteem and knowledge
o Brand strength (future growth potential) à differentiation and relevance
- Research agenda for reinventing brand management in an interactive marketplace:
o Shift to behavioral data
o Longitudinal analysis
o Networked systems
o Multidimensional models
o Financial focus
o Connections to/inclusion of other organizations in brand development
à marketing accountability and metrics
1
,KELLER (2016)
- Associative networks à the aggregate becomes the brand’s image
- A brand can be defined as “name, term, sign, symbol, or design, or combination of
them which is intended to identify the goods and services of one seller or group of
sellers and to differentiate them from those of competitors”
Brand value chain
Customer-based brand equity (CBBE)
o If brand value ultimately resides in the mind of the consumer
o “the differential effect that brand knowledge has on customer response to
brand marketing activity”
Associative network memory model
o From psychology to branding
o Nodes = stored info
o Links = strength of associations between nodes
2
,Brand engagement pyramid
CBBE/brand resonance model
o CBBE as a pyramid
o Different layers and levels
o Narrow at the top
o 5As of CBBE = awareness à associations à attitudes à attachment &
activity (resonance)
o The idea that multiple levels build on each other; every next level is more
difficult to accomplish; the awareness is very easy to accomplish
3
, o L1: Brand awareness
à which elements of the associative network do I need to activate before the
central brand node is activated; how quickly and easily the brand popes up
à recall x recognition
à depth x breadth
o L2: Brand associations
à composition of associative networks (which associations = nodes;
connections between them - links)
à characteristics of those components
• Types of associations: functional x symbolic; attributes x
benefits
• Criteria for contribution to CBBE (i.e. brand positioning)
o L3: Brand attitude
à associations are descriptive (what comes to mind; other nodes activated
after the brand node)
à has a direction but is automatic (positive/negative)
à overall brand evaluation
o L4: Brand resonance
à first level where you actively need to get involved
à consumer-brand relationship
à “brand love”; beyond an attitude; where loyalty happens
- Can every brand can achieve resonance?
- It’s easier to achieve in certain types of categories rather than others
- With stuff like Tide, the lower levels are more important (“if you can't beat them on
the higher levels, let’s make sure to beat them at the lower ones”) à know where your
strengths lie
Integrated overview models
o Brand value chain model à stages of value creation
o CBBE à a different way of looking at customer mindsets
o Brand positioning
4
WEEK 1: BRAND BOUNDARIES & BRAND VALUE
SWAMINATHAN (2020)
- Boundaries of branding in a connected world
- Hyper connectivity has led to two major changes in branding
o Blurring of brand boundaries = shared ownership, co-creation, control
o Broadening of brand boundaries = existing brands have expanded their
geographic reach and societal roles
Conceptualisations of brands
1. Firm perspective = brands as assets
a. Strategic approach = development and implementation of brand identity
b. Financial approach = the effect of brand equity and branding actions on the
stock market value of firms
2. The consumer perspective
a. Economic approach = brands as signals
b. Psychological approach = brand equity resides in the minds of customers
3. The society perspective = presents brands in societal and cultural contexts
affecting individual consumers both directly and indirectly through social forces,
structures, and institutions
a. Sociological approach = how brand meanings are generated, changed, and
dynamically reinvented
b. Cultural approach = branded goods, as cultural meaning producers
Boundaries of branding in a connected world
1. Information availability and speed of information dissemination
2. Networks of people and devices, and the growth of platforms
3. Device-to-device connectivity
- In a hyper-connected economy in which consumers can easily access information
about brands using online channels, information asymmetry between brand owners
and consumers has decreased, as search costs are lower
SCHULTZ (2016)
- Brand management in an interactive marketplace
- Brand asset valuator (BAV)
o Brand stature (current operations) à esteem and knowledge
o Brand strength (future growth potential) à differentiation and relevance
- Research agenda for reinventing brand management in an interactive marketplace:
o Shift to behavioral data
o Longitudinal analysis
o Networked systems
o Multidimensional models
o Financial focus
o Connections to/inclusion of other organizations in brand development
à marketing accountability and metrics
1
,KELLER (2016)
- Associative networks à the aggregate becomes the brand’s image
- A brand can be defined as “name, term, sign, symbol, or design, or combination of
them which is intended to identify the goods and services of one seller or group of
sellers and to differentiate them from those of competitors”
Brand value chain
Customer-based brand equity (CBBE)
o If brand value ultimately resides in the mind of the consumer
o “the differential effect that brand knowledge has on customer response to
brand marketing activity”
Associative network memory model
o From psychology to branding
o Nodes = stored info
o Links = strength of associations between nodes
2
,Brand engagement pyramid
CBBE/brand resonance model
o CBBE as a pyramid
o Different layers and levels
o Narrow at the top
o 5As of CBBE = awareness à associations à attitudes à attachment &
activity (resonance)
o The idea that multiple levels build on each other; every next level is more
difficult to accomplish; the awareness is very easy to accomplish
3
, o L1: Brand awareness
à which elements of the associative network do I need to activate before the
central brand node is activated; how quickly and easily the brand popes up
à recall x recognition
à depth x breadth
o L2: Brand associations
à composition of associative networks (which associations = nodes;
connections between them - links)
à characteristics of those components
• Types of associations: functional x symbolic; attributes x
benefits
• Criteria for contribution to CBBE (i.e. brand positioning)
o L3: Brand attitude
à associations are descriptive (what comes to mind; other nodes activated
after the brand node)
à has a direction but is automatic (positive/negative)
à overall brand evaluation
o L4: Brand resonance
à first level where you actively need to get involved
à consumer-brand relationship
à “brand love”; beyond an attitude; where loyalty happens
- Can every brand can achieve resonance?
- It’s easier to achieve in certain types of categories rather than others
- With stuff like Tide, the lower levels are more important (“if you can't beat them on
the higher levels, let’s make sure to beat them at the lower ones”) à know where your
strengths lie
Integrated overview models
o Brand value chain model à stages of value creation
o CBBE à a different way of looking at customer mindsets
o Brand positioning
4
