Brand & Product Management Lecture 3
Today
- Part 1: Introducing brand resonance model
o A unifying tool for brand management by taking consumers perspective
- Part 2: Leveraging consumers self-system in branding
o Understanding the role of self-system in consumers brand behavior
o Conspicuous consumption as a form of compensatory behavior
o Banking on consumers self-system for profit?
Four continuous steps in the strategic brand management process:
1. Identifying and establishing Brand Positioning and Value
a. About building brand identity and awareness
2. Planning and Implementing Marketing Programs (4ps) to Reinforce Brand image
a. About building brand identity and awareness
3. Measuring and Interpreting Brand Performance
a. About Understanding and measuring brand image
4. Planning and Implementing Growth and Sustainability of Brand Equity
a. About planning and executing change strategies
First part of lecture is from corporate perspective, 2 nd part is from consumers perspective.
,Four continuous steps of building a strong brand
1. Identifying and establishing brand positioning and value
2. Planning and implementing marketing programs (4ps) to reinforce brand image
3. Measuring interpreting brand performance
4. Planning and implementing growth and sustainability of brand equity
Stage of brand development in the Brand Resonance Pyramid
1. Identity (who are you?) Salience
2. Meaning (What are you)? Performance & Imagery
3. Response (What about you?) Judgements & Feelings
4. Relationships (What about you and me?) Resonance
Branding objective at each stage
1. Salience Deep, broad, brand awareness
2. Performance & Imagery Points of parity and difference
3. Judgements & Feelings Positive accessible reactions
4. Resonance Intense, active loyalty
This is a very important model in order to understand how consumers relate to our brand. It is
basically those former 4 steps again. But with more detail and from customers perspective.
How are we doing that?
, 1. Base line is about identity building
2. Then relate ourselves to customers, they are going to compare our performance vis a vis
competitors
3. They judge us, will be feelings
4. Then in the fourth step which, bonding, loyalty final satisfaction. Repeat their purchase.
First step: first step is building salience. Based on resources we have as a company. The need that
was in the market and we detected. Make that salient. We want to create awareness, who we are
and also claim about performance of our product.
Let the customer know you are out there.
Today
- Part 1: Introducing brand resonance model
o A unifying tool for brand management by taking consumers perspective
- Part 2: Leveraging consumers self-system in branding
o Understanding the role of self-system in consumers brand behavior
o Conspicuous consumption as a form of compensatory behavior
o Banking on consumers self-system for profit?
Four continuous steps in the strategic brand management process:
1. Identifying and establishing Brand Positioning and Value
a. About building brand identity and awareness
2. Planning and Implementing Marketing Programs (4ps) to Reinforce Brand image
a. About building brand identity and awareness
3. Measuring and Interpreting Brand Performance
a. About Understanding and measuring brand image
4. Planning and Implementing Growth and Sustainability of Brand Equity
a. About planning and executing change strategies
First part of lecture is from corporate perspective, 2 nd part is from consumers perspective.
,Four continuous steps of building a strong brand
1. Identifying and establishing brand positioning and value
2. Planning and implementing marketing programs (4ps) to reinforce brand image
3. Measuring interpreting brand performance
4. Planning and implementing growth and sustainability of brand equity
Stage of brand development in the Brand Resonance Pyramid
1. Identity (who are you?) Salience
2. Meaning (What are you)? Performance & Imagery
3. Response (What about you?) Judgements & Feelings
4. Relationships (What about you and me?) Resonance
Branding objective at each stage
1. Salience Deep, broad, brand awareness
2. Performance & Imagery Points of parity and difference
3. Judgements & Feelings Positive accessible reactions
4. Resonance Intense, active loyalty
This is a very important model in order to understand how consumers relate to our brand. It is
basically those former 4 steps again. But with more detail and from customers perspective.
How are we doing that?
, 1. Base line is about identity building
2. Then relate ourselves to customers, they are going to compare our performance vis a vis
competitors
3. They judge us, will be feelings
4. Then in the fourth step which, bonding, loyalty final satisfaction. Repeat their purchase.
First step: first step is building salience. Based on resources we have as a company. The need that
was in the market and we detected. Make that salient. We want to create awareness, who we are
and also claim about performance of our product.
Let the customer know you are out there.
