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    Brand Positioning Emd

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    Brand Positioning Emd

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    4 views22 pages

    Brand Positioning Emd

    Uploaded by

    Mahi Gupta

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    Brand Positioning

    Chapter 3
    Mkt 465
    The four steps of brand building

     Brand Identity: Ensures identification of the brand with customers

     Brand meaning: Firmly establish the totality of brand meaning in the


    mind of customers

     Brand responses: Elicit the proper customer responses with the brand

     Brand relationship: Convert brand responses to create brand resonance


    and an intense, active loyalty relationship between customer and
    brand.
    The CBBE Model
    Brand Salience

    Brand Salience is the degree to which your brand is thought


    about or noticed when a customer is in a buying situation.
    Strong brands have high Brand Salience and weak brands have
    little or none.
    There exists four steps via which the foundation of the brand
    equity model (a.k.a. brand salience) can be established.
    Brand Salience
     Step 1: Giving the new product/service a unique brand name.
     Step 2: Creating a link between the brand and the category the brand belongs to and the
    need that the brand addresses.
     Step 3: Creating a link between the brand and the usage and purchase situation. This is
    also referred to as the Breadth of Brand Awareness.
     Step 4: Ease of recall (also referred to as Depth of Brand Awareness)
     When the need arises
     When the category is mentioned
     During purchase situation
     During Usage situation
    Understanding depth and breadth of brand
    awareness

    Need: “tasty and healthy” drink.


    Category: Orange juice.
    Breadth of brand awareness
     Purchase situation: which type of beverage should I buy? Something that is
    tasty and healthy.
     Usage/consumption situation: for breakfast.
    Depth of brand awareness
     Ease of recalling the brand when thinking of orange juice.
     Ease of recalling the brand when needing a tasty and healthy drink.
     Ease of recalling the brand during breakfast time.
     Ease of recalling the brand during purchase situation.
    Brand Performance

    “Quality” simply means the ability of a product/service to effectively and efficiently


    satisfy consumer needs.
     How well does Dove soap clean and moisturize your skin?
     How well BMW ensures performance in terms of driving?
     Quality is a significant parameter to enhance brand value. Brand equity can never be
    built based on negative product/service quality.
     Brands such as Jui sense of balance and Shakti were a failure because of its poor
    product quality.
     Quality can be a source of “differentiation” as quality can give consumers a compelling
    reason to purchase a brand.
    Parameters of brand performance

     Primary ingredients vs supplementary features


     Believes about the levels at which the primary ingredients of the product
    operate (low, medium, high, very high) and secondary features that
    compliment those.
     Product reliability & durability & serviceability
     Measures consistency of performance over time and from purchase to
    purchase.
     Service effectiveness, efficiency and empathy: Performance related
    associations with service.
     Style & design
     Price
    Brand Imagery

    Brand Imagery is a process via which we can humanize a


    brand. In other words, we can give a brand some human
    characteristics.
     As a result, consumers will love a brand not only because
    of its brand performance but because of its human
    characteristics as well.
    Emotional Branding through Brand Imagery

     User profile

     Purchase & Usage situation

     Brand Personality and values

     Brand history, heritage and experience


    Brand Personality Framework
    Brand Heritage: WALKER

     Itstrengthens an emotional connection to


    the audience by re-establishing this
    connection to the past
    Brand Judgments
    Brand Judgments signifies consumer’s opinions about and evaluations of
    the brand which consumers form by putting together all the different
    brand performance and imagery associations. Brand judgments are
    created because the consumer has already experienced the brand.

     Customer satisfaction is the person’s feeling of pleasure or


    dissatisfaction resulting from comparing a product’s perceived
    performance in relation to his/her expectations.

     Customer value is the customer’s evaluation of the difference between


    all the benefits and all the costs of a market offering relative to those of
    competing products.
    Brand Judgments [continued]

     Brand Credibility: perceived expertise (innovative, market leader),


    trustworthiness (true in what the brand offers and are customer
    centric) and likability.
     Brand Consideration: How strong and favorable brand associations
    are created for consumers to actually consider making a purchase.
    This theory is similar to purchase intention.
     Brand Superiority: how unique and better the brand is compared to
    its competitors.
    Brand Feelings

    Brand Feelings are customer’s emotional responses and reactions to a brand.

     Quaker Oats/Nestle cookies gives customers a sense of warmth.


     Fantasy Kingdom/Nandan park will give you a feeling of having fun.
     Disney World/MTV will give you a sense of excitement.
     Companies that will give you a sense of security. (Banks/Insurance agencies)
     BMW, iPhone etc. gives you a feeling of social approval
     Tide detergent/Complan/Rin gives you a sense of self respect
    Brand Resonance
    “If I love a brand, how much am I ready to do for it…” Brand
    Resonance describes exactly how intense (deep) and active
    is the consumer’s relationship with the brand.
    Brand Resonance has four dimensions:
     Behavioral Loyalty
     Attitudinal attachment
     Sense of community
     Active engagement
    Brand Resonance [continued]

     Behavioral Loyalty is all about repeat purchases and volume purchases of a specific
    branded product.
     In other words, brands need to create behavioral loyal consumers who will generate
    the most revenue and profit.
     iPhones
    Brand Resonance [continued]
     Attitudinal Attachment is needed to create a strong personal attachment to the brand.
    Consumers need to “Love” the brand, it should be their “favorite possession”.
     Example: LV bags, PlayStation. Luxury cars
    Brand Resonance [continued]

    Sense of Community: “Sense of community is a feeling that members have of


    belonging, a feeling that members matter to one another and to the group, and a
    shared faith that members’ needs will be met through their commitment to be
    together” (McMillan, 1976).
     Influenced by:
    1. Membership
    2. Influence
    3. Integration & Fulfillment
    4. Shared Emotional Connection
    Brand Resonance [continued]

     Active engagement occurs when consumers


    invest additional time and other resources in the
    brand and become brand ambassadors and
    communicate about the brand to others and
    build stronger brand ties with others.

    IN CONCLUSION Brand Resonance needs intensity


    (attitudinal loyalty and sense of community) and
    activity (behavioral loyalty and active
    engagement).
    Brand value chain

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