Strategic Branding ( Brand Resosnance and Value Chain)

This slide is all about branding, specifically about brand resonance, how a brand acts, and how people perceive a brand when they think about a particular products or how much value is given by a brand

1. Brand Resonance and Brand Value Chain Chapter 3

2. 4. RELATIONSHIPS = What about you and me? 3. RESPONSE = What about you? 2. MEANING = What are you? 1. IDENTITY = Who are you?

3. Sub-Dimensions of CBBE Pyramid LOYALTY ATTACHMENT COMMUNITY ENGAGEMENT QUALITY CREDIBILITY CONSIDERATION SUPERIORITY WARMTH FUN EXCITEMENT SECURITY SOCIAL APPROVAL SELF-RESPECT CATEGORY IDENTIFICATION NEEDS SATISFIED PRIMARY CHARACTERISTICS & SECONDARY FEATURES PRODUCT RELIABILITY, DURABILITY & SERVICEABILITY SERVICE EFFECTIVENESS, EFFICIENCY & EMPATHY STYLE AND DESIGN PRICE USER PROFILES PURCHASE & USAGE SITUATIONS PERSONALITY & VALUES HISTORY, HERITAGE & EXPERIENCES

4. Salience APPLE – THINK DIFFERENT Ipod , Macbook , Ipad , I Tunes Performance • Greater Support for Multi Tasking •Smooth User Experience • User Friendly • Speed Performance • Unique Operating System • High Price • Serviceability • Long Lasting Imagery • Human Silhouette • White • Exclusivity • Shell Shape • Translucent Pearl White •Steve Jobs Judgments • High Quality (Precision & Engineering) • Innovation • Cutting Edge Technology • Quality at the premium price • Product Centric Feelings • Social Status • Customer Satisfaction • Feeling Proud, Comfortable, Satisfied Resonance • Intense Active Loyalty •Apple Lifestyle & Communities • Apple Collectors/ Aficionados

5. Brand Salience Breadth & Depth of awareness Product Category Structure Historically, brand salience has been considered synonymous with the brand being ‘top of mind’ (mentioned first) when the product category is used to cue retrieval from memory. Brand salience reflects the quantity and quality of the network of memory structures buyers’ hold about the brands. Brand Building Blocks

6. Primary characteristics and supplementary features Product reliability, durability, and serviceability Service effectiveness, efficiency, and empathy Style and design Price Brand Performance Dimensions

7. Imagery Dimensions User profiles Demographic and psychographic characteristics: Group perceptions — popularity: Ipod : If you don’t have one, you’re a loser Type of channel, specific stores, ease of purchase Time (day, week, month, year, etc.), location, and context of usage Personality and values Sincerity, excitement, competence, sophistication, and ruggedness History, heritage, and experiences Nostalgia Memories

8. Purchase and usage situations

9. Nostalgia/Memories

10. Examples Brand Personality Sincerity Excitement Competence Sophistication Ruggedness

11. Sincerity Excitement Competence Sophistication Ruggedness

12. Examples Brand Personality Sincerity Excitement Competence Sophistication Ruggedness

13. Examples Brand Personality Sincerity Excitement Competence Sophistication Ruggedness

14. Brand quality Value Satisfaction Brand credibility Expertise Trustworthiness Likeability Judgment Dimensions

15. Feelings Dimensions Warmth Fun Excitement Security Social Approval Self-respect

16. Behavioral loyalty Frequency and amount of repeat purchases Attitudinal attachment Love brand (favorite possessions; “a little pleasure”) Proud of brand Sense of community Kinship Affiliation Active engagement Seek information Join club Visit website, chat rooms Resonance Dimensions 2. 22

17. The Brand Value Chain

18. Marketing Program Investment Any marketing investment that can contribute to the value of the brand. Its success is enhances by the multipliers Clarity: How understandable is the program Relevance: How meaningful is the program Distinctiveness: How unique is the program Consistency: How cohesive or integrated is the program Value stages

19. Awareness: The extent to which customers recall and recognize the brand. Associations: Strength, favourability and uniqueness of perceived attributes of the brand Attitudes: Overall evaluations of the brand Attachments: Degree of loyalty customers feel towards a brand Adherence Addiction Activity: Extent to which customers use the brand, talk about it, seek out information, promotions and so on Customer Mind-set

20. 27 Customer Mind-Set Awareness Associations (Image) Attitude (Intention; Acceptability) Attachment (Loyalty; Addiction) Activity (WOM)

21. Marketplace conditions multiplier Competitive superiority: how effective are the marketing investments of competing brands Channel and other intermediary support: how much brand reinforcement and selling effort is being put forth by the marketing partners Customer size and profile: what types of customers are attracted to the brand

22. Price Premiums and Elasticity How much extra are consumers willing to spend on the product because of the brand? Effect of price on demand Market share Whether marketing programs are increasing sales Brand Expansion Brand extensions become easier Adds enhancements to revenue systems Cost Structure Reduced Marketing Expenditure???? All efforts are likely to be more effective Same effectiveness can be achieved at lower cost Brand Profitability Market Performance

23. Market Dynamics Interest rates, supply of capital Growth Potential Prospects of brand Prospects of industry PEST Risk Profile How vulnerable is the brand Brand Contribution How important is the brand to the firm’s portfolio Investor sentiment multiplier