Branding
💡 Example (Nike)
• Salience → you know Nike
• Meaning → high performance + sporty identity
• Responses → “good quality”, “motivating”
• Resonance → loyalty, emotional connection
Week 1 Brand value
• 1a. Branding challenges
• 01. Swaminathan et al. (2020) →Branding boundaries
• 1b. Brand equity
• 02. Keller, K. L. (2016) → Customer-Based Brand Equity
Branding challenges
What is (the function of) a brand?
Swaminathan et al (2020). Branding in a hyperconnected world: Refocusing theories and
rethinking boundaries.
• Hyperconnectivity
• Blurring of brand boundaries →
• Shared ownership, co-creation, control etc.
• Broadening of brand boundaries →
• What is a brand?
• Touches upon many topics in course
• Brand personality & brand authenticity (Week 2)
• (Digital) brand communication (Week 4)
• Secondary brand associations (Week 5)
• Etc.
Perspectives
• Firm perspective; strategic asset
• Consumer perspective; economic and psychological approach
• Societal perspective; brand community and cultural meaning
Branding in a digital world
• Brand marketing and non-brand marketing → engagement (Keller, 2016)
• brand management must become data-driven, network-oriented, longitudinal and
financially accountable (Schultz, 2016)
Branding in a digital world?
- Keller 2016:
, o Brand engagement pyramid
Research agenda for reinventing brand management in an interactive marketplace (Schultz
2016)
- Shift to behavioural data
- Longitudinal analysis
- Networked systems
- Multidimensional models
- Financial focus
- Connections to/inclusion of other organizations in brand (development) (pp. 213-214)
1b. Brand equity
A Brand can be defined as “ a 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 (Keller 1993)
Keller (2016). Reflections on customer-based brand equity: perspectives, progress, and
priorities.
A value premium that a company generates from a product with a recognizable name when
compared to generic equivalent.
If brand management has taken place something is a brand. Toying around with associations
→ tweak these.
,Customer mindset is actually a super good predictor for market performance.
So brand equity has two perspectives: customer and financial.
Customer-based brand equity
If brand value ultimately resides in the mind of the consumer…
• Brand equity in consumer behaviour terms
= The differential effect that brand knowledge has on customer response to brand marketing
activity
Associative network memory model
, Association can be false; they can unintentionally stay but ALSO fade away!
= brand image
→Brand Image comes close to identity if you do the positioning well.
💡 Example (Nike)
• Salience → you know Nike
• Meaning → high performance + sporty identity
• Responses → “good quality”, “motivating”
• Resonance → loyalty, emotional connection
Week 1 Brand value
• 1a. Branding challenges
• 01. Swaminathan et al. (2020) →Branding boundaries
• 1b. Brand equity
• 02. Keller, K. L. (2016) → Customer-Based Brand Equity
Branding challenges
What is (the function of) a brand?
Swaminathan et al (2020). Branding in a hyperconnected world: Refocusing theories and
rethinking boundaries.
• Hyperconnectivity
• Blurring of brand boundaries →
• Shared ownership, co-creation, control etc.
• Broadening of brand boundaries →
• What is a brand?
• Touches upon many topics in course
• Brand personality & brand authenticity (Week 2)
• (Digital) brand communication (Week 4)
• Secondary brand associations (Week 5)
• Etc.
Perspectives
• Firm perspective; strategic asset
• Consumer perspective; economic and psychological approach
• Societal perspective; brand community and cultural meaning
Branding in a digital world
• Brand marketing and non-brand marketing → engagement (Keller, 2016)
• brand management must become data-driven, network-oriented, longitudinal and
financially accountable (Schultz, 2016)
Branding in a digital world?
- Keller 2016:
, o Brand engagement pyramid
Research agenda for reinventing brand management in an interactive marketplace (Schultz
2016)
- Shift to behavioural data
- Longitudinal analysis
- Networked systems
- Multidimensional models
- Financial focus
- Connections to/inclusion of other organizations in brand (development) (pp. 213-214)
1b. Brand equity
A Brand can be defined as “ a 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 (Keller 1993)
Keller (2016). Reflections on customer-based brand equity: perspectives, progress, and
priorities.
A value premium that a company generates from a product with a recognizable name when
compared to generic equivalent.
If brand management has taken place something is a brand. Toying around with associations
→ tweak these.
,Customer mindset is actually a super good predictor for market performance.
So brand equity has two perspectives: customer and financial.
Customer-based brand equity
If brand value ultimately resides in the mind of the consumer…
• Brand equity in consumer behaviour terms
= The differential effect that brand knowledge has on customer response to brand marketing
activity
Associative network memory model
, Association can be false; they can unintentionally stay but ALSO fade away!
= brand image
→Brand Image comes close to identity if you do the positioning well.
