Summary Branding | Lectures
Lecture 1 | Brand equity
What is a brand?
Brand = 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)
So, anything you can:
- Identify
- Differentiate
When is something becoming a brand?
- Is there management going on to influence what people think about it?
- With the intention of creating commercial value
Examples of brands:
- Maastricht
- Obama
- Justin Bieber
o Justin Bieber became a brand when they became aware of him and identified
him as a person different from other people.
So, you start being a brand when you create brand equity ‘the added value’ of a brand.
à Brand equity
Best global brands in 2018 rankings
Brand equity can be expressed in financial terms.
à Brand value chain
,Program quality: Anything starts with marketing; brand management; the effort you take to
develop a brand
The model goes from brand level to organizational level
Problem with the model: Show me the money!?
- How? à Customer mindset is a good predictor of market performance (because you
see it around you, so it gets value)
- So, if you do good in the first two blocks, you will have good performance
à Customer-based brand equity
If brand value ultimately resides in the mind of the consumer… Brand equity in consumer
behavior terms:
Customer-based brand equity = The differential effect that brand knowledge has on customer
response to brand marketing activity.
Needs to make a difference, is based on brand knowledge, also needs to reflect in a response!
Swaminathan (2016):
- But how do we MEASURE differential effect?
- What are the proper responses/consumer mindset measure to use?
- Associative network model!!
à Associative network memory model
Everything we do is based on our associative network memory model
From (cognitive) psychology to marketing / CB / branding:
- Nodes (stored information) and links (strength of association between nodes)
,Associative networks are individual BUT good brands have overlap! à Aggregated associative
network – Overlap means: BRAND IMAGE (big sample research can give this)
Brand associations are about associations and thus neutral
à CBBE/Brand Resonance Model (Keller, 2016)
Resonance = The connection you feel with a brand.
OR
, à CBBE Pyramid
CBBE as a pyramid:
- Different levels/layers: You can only go to the next level if you have achieved the level
underneath
- Narrow at the top (The upper levels are more difficult to achieve)
Example: Awareness: Sexual harassment – Create something on the bottom level, but destroy
the above levels – There is no bad publicity
Lecture 1 | Brand equity
What is a brand?
Brand = 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)
So, anything you can:
- Identify
- Differentiate
When is something becoming a brand?
- Is there management going on to influence what people think about it?
- With the intention of creating commercial value
Examples of brands:
- Maastricht
- Obama
- Justin Bieber
o Justin Bieber became a brand when they became aware of him and identified
him as a person different from other people.
So, you start being a brand when you create brand equity ‘the added value’ of a brand.
à Brand equity
Best global brands in 2018 rankings
Brand equity can be expressed in financial terms.
à Brand value chain
,Program quality: Anything starts with marketing; brand management; the effort you take to
develop a brand
The model goes from brand level to organizational level
Problem with the model: Show me the money!?
- How? à Customer mindset is a good predictor of market performance (because you
see it around you, so it gets value)
- So, if you do good in the first two blocks, you will have good performance
à Customer-based brand equity
If brand value ultimately resides in the mind of the consumer… Brand equity in consumer
behavior terms:
Customer-based brand equity = The differential effect that brand knowledge has on customer
response to brand marketing activity.
Needs to make a difference, is based on brand knowledge, also needs to reflect in a response!
Swaminathan (2016):
- But how do we MEASURE differential effect?
- What are the proper responses/consumer mindset measure to use?
- Associative network model!!
à Associative network memory model
Everything we do is based on our associative network memory model
From (cognitive) psychology to marketing / CB / branding:
- Nodes (stored information) and links (strength of association between nodes)
,Associative networks are individual BUT good brands have overlap! à Aggregated associative
network – Overlap means: BRAND IMAGE (big sample research can give this)
Brand associations are about associations and thus neutral
à CBBE/Brand Resonance Model (Keller, 2016)
Resonance = The connection you feel with a brand.
OR
, à CBBE Pyramid
CBBE as a pyramid:
- Different levels/layers: You can only go to the next level if you have achieved the level
underneath
- Narrow at the top (The upper levels are more difficult to achieve)
Example: Awareness: Sexual harassment – Create something on the bottom level, but destroy
the above levels – There is no bad publicity
