Branding
Lecture and Seminar slides and notes
Grade: 8,5
2019
University of Amsterdam
,Lecture 1: Brand Equity 3
Seminar 1: Consumer Insights and Brand Value 12
Lecture 2: Brand Positioning 15
Seminar 2 26
Lecture 3 Brand Building Tools 28
Seminar 3 Introduction to Problem Brands 40
Lecture 4 (Digital) Marketing Communication 46
Lecture 5 Brand Equity Leverage 54
Lecture 6: Brand Architecture 66
Course recap 75
EXAM: 76
2
,Lecture 1: Brand Equity
K.L. Keller as foundation.
Agenda
1. Brand Equity
- (Keller 2016)
2. Customer-Based Brand Equity
- (Keller 2016)
- (Swaminathan 2016)
3. Brand Resonance
- (Keller 2016)
- Batra et al. 2012)
- Roles a brand play.
- Brand value
- Building brand value
A goal to create specific commercial value.
Brand?
A brand can be defined as a “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”
(Kotler, 1991;p.442)
1. Brand Equity
- All the value that the brand gives to the product.
e.g. Best Global Brands 2018 Rankings
Brand Value Chain (Keller 2016)
1. Marketing Program Investment: what do we do in terms of brand building
2. Customer Mindset: how do you market? – what you do in marketing terms: is a good predictor of financial
value.
3. Market performance
4. Shareholder Value
3
, 2. Customer-Based Brand Equity
- If brand value ultimately resides in the mind of the consumer…
o Brand equity in consumer behaviour terms
- Swaminathan 2016: à READ IT!
o But how do we MEASURE differential effect?
o What are the proper responses/consumer mindset measures to use?
Spreading activation:
Associative network.
Associative network memory model
- From (cognitive) psychology to marketing/CB/branding
o Nodes (stored information) & links (strength of association between nodes)
Once we activate the brand note, what other things come to mind?
Particular activations.
Category associations: you think about others from same category.
Every individual can have a different brand associative network.
With marketing: we put all these on top of each other and we look for the overlap. 60-70% overlap: we are on to
something.
Marketing term: Brand Image. àThe aggregated associated network of all people.
4
Lecture and Seminar slides and notes
Grade: 8,5
2019
University of Amsterdam
,Lecture 1: Brand Equity 3
Seminar 1: Consumer Insights and Brand Value 12
Lecture 2: Brand Positioning 15
Seminar 2 26
Lecture 3 Brand Building Tools 28
Seminar 3 Introduction to Problem Brands 40
Lecture 4 (Digital) Marketing Communication 46
Lecture 5 Brand Equity Leverage 54
Lecture 6: Brand Architecture 66
Course recap 75
EXAM: 76
2
,Lecture 1: Brand Equity
K.L. Keller as foundation.
Agenda
1. Brand Equity
- (Keller 2016)
2. Customer-Based Brand Equity
- (Keller 2016)
- (Swaminathan 2016)
3. Brand Resonance
- (Keller 2016)
- Batra et al. 2012)
- Roles a brand play.
- Brand value
- Building brand value
A goal to create specific commercial value.
Brand?
A brand can be defined as a “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”
(Kotler, 1991;p.442)
1. Brand Equity
- All the value that the brand gives to the product.
e.g. Best Global Brands 2018 Rankings
Brand Value Chain (Keller 2016)
1. Marketing Program Investment: what do we do in terms of brand building
2. Customer Mindset: how do you market? – what you do in marketing terms: is a good predictor of financial
value.
3. Market performance
4. Shareholder Value
3
, 2. Customer-Based Brand Equity
- If brand value ultimately resides in the mind of the consumer…
o Brand equity in consumer behaviour terms
- Swaminathan 2016: à READ IT!
o But how do we MEASURE differential effect?
o What are the proper responses/consumer mindset measures to use?
Spreading activation:
Associative network.
Associative network memory model
- From (cognitive) psychology to marketing/CB/branding
o Nodes (stored information) & links (strength of association between nodes)
Once we activate the brand note, what other things come to mind?
Particular activations.
Category associations: you think about others from same category.
Every individual can have a different brand associative network.
With marketing: we put all these on top of each other and we look for the overlap. 60-70% overlap: we are on to
something.
Marketing term: Brand Image. àThe aggregated associated network of all people.
4
