Brand management final
Inhoudsopgave
Lecture 1 – Brand Management ..................................................................................................... 2
Lecture 2 – Branding with purpose ................................................................................................. 5
Lecture 3 – What a brand means (to consumers) ............................................................................ 9
Lecture 4 – Brand personality & relationships .............................................................................. 14
Lecture 5 – Brand loyalty ............................................................................................................. 19
Lecture 6 – Brands & Employees .................................................................................................. 22
Lecture 7 – Brand & Employees: Finding a match .......................................................................... 27
Lecture 8 – Using your brand to change the world? ....................................................................... 30
Lecture 9 – Brand engagement: Co-creating with consumers & influencers ................................... 36
Lecture 10 – Building brand engagement ...................................................................................... 42
Lecture 11 – A primer on brand growth ......................................................................................... 46
1
,Lecture 1 – Brand Management
What is a brand?
1. Identification
- A name, term, sign, symbol, design or any of those used to identify the goods
and services of one seller or group of sellers.
2. Differentiation
- A brand serves to differentiate your product/service from those of the
competitors.
3. Mental construct
- Brands are mental containers of meaning and serve as internal information
sources for buyers (Giep Franzen).
- Brands are networks of associations (John et al. 2006).
4. Relationship partner
- “... brand scan and do serve as viable relationship partners (and) consumer
brand relationships are valid at the level of lived experience...” (Susan
Fournier)
5. Driving force
- Brands 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)
1. How to build a strong brand?
Customer Based Brand Equity (CBBE) Pyramid
4 questions (consumers ask about your brand):
Figure 1 - CBBE pyramid
2.1 Layer 1: Brand Salience
Brand salience means the brand comes to mind easily → brand awareness (recall +
recognition).
• Recall (Top of mind awareness, TOMA): the brand is the first that comes to mind
without cues.
• Recognition (aided recall): the brand is recognized when consumers see cues
(e.g., logo, name, packaging).
2
,Brand awareness has two key aspects:
Depth: How easily and quickly the brand is remembered or recognized.
Breadth: The range of situations in which the brand comes to mind.
Brands build salience through Distinctive Brand Assets (DBAs) (Romaniuk & Sharp),
which are elements (e.g., logo, color, sound) that help consumers recognize the brand.
The effectiveness of DBAs depends on:
• Fame: how many consumers link the asset to the brand
• Uniqueness: whether the asset is specifically linked to that brand (vs.
competitors)
Figure 2 - Brand recognitiën: Distinctive brand assets
The grid shows how DBAs should be managed based on their level of fame and
uniqueness.
Brand salience is strengthened trough mere exposure (repeated exposure increases
familiarity), consistency over time, strong visibility (e.g., the 2-second rule for
recognition), clear links to product use, emotional or personal relevance, and
mnemonic devices (e.g., sounds, slogans, visual cues).
2.2 Layer 2: Brand meaning
Brand meaning refers to the associations linked to a brand, which are built through own
experience, word-of-mouth (WOM) and marketing activities.
Strong brand associations should be:
• Favorable: positively evaluated by consumers.
• Strong: strongly linked to the brand in memory.
• Unique: distinct from competing brands.
Brand meaning consists of two types of associations:
3
, 1. Functional (performance-related): what the product/service does
2. Imagery-related: more abstract, symbolic associations
Brand meaning 1: Brand performance
Brand performance reflects how well the product or service meets functional needs,
including:
1. Primary characteristics & secondary features: product attributes (e.g., low sugar,
high engine power).
2. Reliability, durability & serviceability: consistency and quality over time
3. Service effectiveness, efficiency & empathy: satisfaction, speed and care
4. Style & design: appearance and sensory features
5. Price: perceived value and cost level
Brand meaning 2: Brand imagery
Brand imagery refers to more abstract, symbolic associations, including:
1. User profiles: what type of people use the brand
2. Purchase & usage situation: when and how the brand is used
3. Personality & values: human-like traits and beliefs of the brand
4. History, heritage & experiences: past associations and shared/individual
experiences
2.3 Layer 3: Consumer responses
Consumer responses refer to how consumers think (judgments) and feel (feelings)
about the brand.
1. Judgements (cognitive evaluations)
Consumers form evaluations about the brand based on performance and associations:
1. Quality: perceived overall quality of the product/service
2. Credibility: trustworthiness, expertise and likability of the brand
3. Consideration: whether the brand is included in the purchase set (“Would I buy
it?”)
4. Superiority: perceived advantage over competing brands
2. Feelings (emotional response)
Consumers also develop emotional reactions toward the brand:
• Warmth-related: warmth fun, excitement
• Social/self-related: security, social approval, self-respect
2.4 Layer 4: Consumer-brand relationships
Brand resonance: extent to which consumers have a strong, active relationship with the
brand.
Consists of:
1. Loyalty: behavioral (repeat purchase) + attitudinal (emotional attachment)
2. Sense of community: connection with other users
3. Active engagement: interaction beyond purchase
Two dimensions:
4
Inhoudsopgave
Lecture 1 – Brand Management ..................................................................................................... 2
Lecture 2 – Branding with purpose ................................................................................................. 5
Lecture 3 – What a brand means (to consumers) ............................................................................ 9
Lecture 4 – Brand personality & relationships .............................................................................. 14
Lecture 5 – Brand loyalty ............................................................................................................. 19
Lecture 6 – Brands & Employees .................................................................................................. 22
Lecture 7 – Brand & Employees: Finding a match .......................................................................... 27
Lecture 8 – Using your brand to change the world? ....................................................................... 30
Lecture 9 – Brand engagement: Co-creating with consumers & influencers ................................... 36
Lecture 10 – Building brand engagement ...................................................................................... 42
Lecture 11 – A primer on brand growth ......................................................................................... 46
1
,Lecture 1 – Brand Management
What is a brand?
1. Identification
- A name, term, sign, symbol, design or any of those used to identify the goods
and services of one seller or group of sellers.
2. Differentiation
- A brand serves to differentiate your product/service from those of the
competitors.
3. Mental construct
- Brands are mental containers of meaning and serve as internal information
sources for buyers (Giep Franzen).
- Brands are networks of associations (John et al. 2006).
4. Relationship partner
- “... brand scan and do serve as viable relationship partners (and) consumer
brand relationships are valid at the level of lived experience...” (Susan
Fournier)
5. Driving force
- Brands 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)
1. How to build a strong brand?
Customer Based Brand Equity (CBBE) Pyramid
4 questions (consumers ask about your brand):
Figure 1 - CBBE pyramid
2.1 Layer 1: Brand Salience
Brand salience means the brand comes to mind easily → brand awareness (recall +
recognition).
• Recall (Top of mind awareness, TOMA): the brand is the first that comes to mind
without cues.
• Recognition (aided recall): the brand is recognized when consumers see cues
(e.g., logo, name, packaging).
2
,Brand awareness has two key aspects:
Depth: How easily and quickly the brand is remembered or recognized.
Breadth: The range of situations in which the brand comes to mind.
Brands build salience through Distinctive Brand Assets (DBAs) (Romaniuk & Sharp),
which are elements (e.g., logo, color, sound) that help consumers recognize the brand.
The effectiveness of DBAs depends on:
• Fame: how many consumers link the asset to the brand
• Uniqueness: whether the asset is specifically linked to that brand (vs.
competitors)
Figure 2 - Brand recognitiën: Distinctive brand assets
The grid shows how DBAs should be managed based on their level of fame and
uniqueness.
Brand salience is strengthened trough mere exposure (repeated exposure increases
familiarity), consistency over time, strong visibility (e.g., the 2-second rule for
recognition), clear links to product use, emotional or personal relevance, and
mnemonic devices (e.g., sounds, slogans, visual cues).
2.2 Layer 2: Brand meaning
Brand meaning refers to the associations linked to a brand, which are built through own
experience, word-of-mouth (WOM) and marketing activities.
Strong brand associations should be:
• Favorable: positively evaluated by consumers.
• Strong: strongly linked to the brand in memory.
• Unique: distinct from competing brands.
Brand meaning consists of two types of associations:
3
, 1. Functional (performance-related): what the product/service does
2. Imagery-related: more abstract, symbolic associations
Brand meaning 1: Brand performance
Brand performance reflects how well the product or service meets functional needs,
including:
1. Primary characteristics & secondary features: product attributes (e.g., low sugar,
high engine power).
2. Reliability, durability & serviceability: consistency and quality over time
3. Service effectiveness, efficiency & empathy: satisfaction, speed and care
4. Style & design: appearance and sensory features
5. Price: perceived value and cost level
Brand meaning 2: Brand imagery
Brand imagery refers to more abstract, symbolic associations, including:
1. User profiles: what type of people use the brand
2. Purchase & usage situation: when and how the brand is used
3. Personality & values: human-like traits and beliefs of the brand
4. History, heritage & experiences: past associations and shared/individual
experiences
2.3 Layer 3: Consumer responses
Consumer responses refer to how consumers think (judgments) and feel (feelings)
about the brand.
1. Judgements (cognitive evaluations)
Consumers form evaluations about the brand based on performance and associations:
1. Quality: perceived overall quality of the product/service
2. Credibility: trustworthiness, expertise and likability of the brand
3. Consideration: whether the brand is included in the purchase set (“Would I buy
it?”)
4. Superiority: perceived advantage over competing brands
2. Feelings (emotional response)
Consumers also develop emotional reactions toward the brand:
• Warmth-related: warmth fun, excitement
• Social/self-related: security, social approval, self-respect
2.4 Layer 4: Consumer-brand relationships
Brand resonance: extent to which consumers have a strong, active relationship with the
brand.
Consists of:
1. Loyalty: behavioral (repeat purchase) + attitudinal (emotional attachment)
2. Sense of community: connection with other users
3. Active engagement: interaction beyond purchase
Two dimensions:
4
