PRODUCT MEANING DESIGN 1 BRAND ACTIVATION Brand activation

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BRAND ACTIVATION Brand activation may be linked to: COMPANY CHARACTERS COUNTRY-OF -ORIGIN BRAND AMBASSADORS DISTRIBUTION CHANNELS EVENTS OTHER BRANDS 3 RD PARTY SOURCES 2

Leveraging Brand Associations v. Response-type associations Judgments (especially credibility) Feelings v. Meaning-type associations Product or service performance Product or service imagery 3

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Building Customer-Based Brand Equity BRAND BUILDING TOOLS AND OBJECTIVES BRANDING BENEFITS CONSUMER KNOWLEDGE EFFECTS Choosing Brand Elements Brand name Logo Symbol Character Packaging Slogan Memorability Meaningfulness Appeal Transferability Adaptability Protectability Brand Awareness Depth Recall Recognition Breadth Purchase Consumption Tangible and intangible benefits Value perceptions Integrate”push” and “pull” Mix and match options Brand Activation Company Country of origin Channel of distribution Other brands Endorsor Event Awareness Meaningfulness Transferability Greater loyalty Less vulnerability to competitive marketing actions and crises Larger margins More elastic response to price decreases Developing Marketing Programs Product Price Distribution channels Communications Possible Outcomes More inelastic response to price increases Brand Associations Strong Relevance Consistency Favorable Desirable Deliverable Unique Point-of-parity Point-of-difference Greater trade cooperation and support Increased marketing communication efficiency and effectiveness Possible licensing opportunities More favorable brand extension evaluations 5

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Customer Brand Knowledge Structures THOUGHTS FEELINGS IMAGES PERCEPTIONS ATTITUDES 8

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CUSTOMER-BASED BRAND EQUITY PYRAMID 4. RELATIONSHIPS = RESONANCE What about you & me? 3. RESPONSE = JUDGMENTS FEELINGS What about you? 2. MEANING = PERFORMANCE IMAGERY SALIENCE What are you? 1. IDENTITY = Who are you? 12

Salience Dimensions Depth of brand awareness v Ease of recognition & recall v Strength & clarity of category membership Breadth of brand awareness v Purchase consideration v Consumption consideration 13

Performance Dimensions Primary characteristics & supplementary features Product reliability, durability, and serviceability Service effectiveness, efficiency, and empathy Style and design Price 14

Imagery Dimensions User profiles v Demographic & psychographic characteristics v Actual or aspirational v Group perceptions -- popularity Purchase & usage situations v Type of channel, specific stores, ease of purchase v Time (day, week, month, year, etc. ), location, and context of usage Personality & values v Sincerity, excitement, competence, sophistication, & ruggedness History, heritage, & experiences v Nostalgia v Memories 15

Judgment Dimensions Brand quality v Value v Satisfaction Brand credibility v Expertise v Trustworthiness v Likability Brand consideration v Relevance Brand superiority v Differentiation 16

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Feelings Dimensions v Warmth v Fun v Excitement v Security v Social approval v Self-respect 18

Resonance Dimensions Behavioral loyalty v Frequency and amount of repeat purchases Attitudinal attachment v Love brand (favorite possessions; “a little pleasure”) v Proud of brand Sense of community v Kinship v Affiliation Active engagement v Seek information v Join club v Visit web site, chat rooms 19

Customer-Based Brand Equity Model INTENSE, ACTIVE LOYALTY Consumer. Brand Resonance Consumer Judgments Brand Performance Consumer Feelings Brand Imagery Brand Salience RATIONAL & EMOTIONAL REACTIONS POINTS-OFPARITY & POINTS-OFDIFFERENCE DEEP, BROAD BRAND AWARENESS 20

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Characteristics of Strong Brands v Understand brand meaning and market appropriate products v Properly position brands v Provide superior delivery of desired benefits v Maintain innovation and relevance for the brand v Establish credibility and create appropriate brand personality and imagery v Communicate with a consistent voice v Employ a full range of complementary brand elements and supporting marketing activities v Strategically design and implement a brand hierarchy 24