08/12/2023

Session 6:

Branding Strategy for Building

Strong Brands

IMT Dubai 2023 - 2024

Dr Simos Chari

Session 6:
Branding Decisions

Divided in two Parts:

I. Brands & Branding
II. Branding Strategic Decisions

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Part I: Brands & Branding

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Learning Objective Part I

ü Discuss the concepts and importance of brands &

branding

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The BRAND
“A name, term, sign, symbol, or design, or a combination
of them, intended to identify the goods or services of one
seller or group of sellers and to differentiate them from
those of competitors”

The brand gives the product an identity…

…and identity builds an IMAGE

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Role of Brands

Examples:
Ø Identify the maker
Ø Simplify product handling
Ø Offer legal protection
Ø Barriers to entry
Ø Signify quality
Ø Serve as a competitive advantage
Ø Secure premium pricing
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BRANDING

“Branding is endowing products and services with the

power of the brand”

“The process involved in creating a unique name

and image for a product in consumers' mind and
to establish a significant and differentiated presence in
the market that attracts and retains loyal customers”

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Part II:
Developing a Branding Strategy

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BRANDING STRATEGY
Key Strategic Decisions

1. Brand Equity

2. Brand Positioning

3. Brand Sponsorship

4. Brand Development

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Learning Objectives Part II

ü Identify the importance of brand equity (BE):

o How to develop, measure, and manage BE

ü Understand the key decisions concerning:

o Brand Positioning, Sponsorship, and Development

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Branding Strategy Decision 1:

Brand Equity

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BRAND Equity (Firm)

“The added value endowed on products and services;
a brand's power derived from the goodwill and name
recognition that it has earned over time”

1964 1903 1955

1923 1892 1908

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CUSTOMER-BASED
Brand Equity

“Customer-based brand equity occurs when the

consumer has a high level of awareness and
familiarity with the brand and holds strong,
favourable, and unique brand associations in
memory.”

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Models of Brand Equity

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MODELS of Brand Equity

Ø Aaker Model
Ø Brand Asset Valuator (BAV)

Ø BRANDZ

Ø Brand Resonance

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MODELS of Brand Equity

Ø Aaker Model
Ø Brand Asset Valuator (BAV)

Ø BRANDZ

Ø Brand Resonance

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Aaker Model (1996)

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Aaker Model (1996)

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Aaker Model (1996)

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Building Brand Equity

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Building of Brand Equity

Brand
Elements

Brand Equity

Secondary Marketing
Associations Activities

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BRAND Elements

ü Name

ü Logos / Symbols

ü Slogans

ü Characters

ü Spokespeople

ü Jingles

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BRAND Elements

ü Name
ü Logos / Symbols

ü Slogans

ü Characters

ü Spokespeople

ü Jingles

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BRAND Name Selection & Protection

GENERAL GUIDELINES

The brand name should…

…suggest something about a product’s benefits and qualities

…be easy to pronounce, recognise, and remember
…be distinctive
…be capable of registration
…be capable for legal protection
…be extendable
…translate easily into foreign languages

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BRAND Elements

ü Name

ü Logos / Symbols
ü Characters

ü Spokespeople

ü Slogans

ü Jingles

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BRAND Logos / Symbols

Logo: is the short version of logotype. It is the name of a

business designed specifically for that company

Symbol: a symbol is just a symbol (but not the name of

the company) that represents that company.

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BRAND Elements

ü Name

ü Logos / Symbols

ü Slogans
ü Characters

ü Spokespeople

ü Jingles

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BRAND Slogans

Slogans: are short phrases that communicate descriptive

or persuasive information about the brand. They
function as useful “hooks” to help consumers grasp the
meaning of a brand.

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BRAND Elements

ü Name

ü Logos / Symbols

ü Slogans

ü Characters
ü Spokespeople

ü Jingles

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BRAND Characters

Character: A special type of brand symbol—one that

takes on human or real-life characteristics. Some are
animated and others are live-action figures.

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BRAND Elements

ü Name

ü Logos / Symbols

ü Slogans

ü Characters

ü Spokespeople
ü Jingles

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BRAND Elements

Spokespeople: represents a company or brand in

public, delivering messages to consumers and audiences
to promote, build, and maintain the brand's position.

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BRAND Elements

ü Name

ü Logos / Symbols

ü Slogans

ü Characters

ü Spokespeople

ü Jingles

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BRAND Elements

Jingles: are musical messages written for the brand.

Have catchy hooks and choruses that become
permanently registered in the minds of listeners
Enhance brand awareness by repeating the brand
name in clever and amusing ways.

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BRAND Elements Choice Criteria

1. Memorable

2. Meaningful BUILDING
3. Likeable

4. Transferable

5. Adaptable
DEFENDING
6. Protectable
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Building of Brand Equity

Brand
Elements

Brand Equity

Secondary Holistic Marketing

Associations Activities

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2. Designing Holistic Marketing Activities

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2. Designing Holistic Marketing Activities

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2. Designing Holistic Marketing Activities

Consistent
&
compelling
messages

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Building of Brand Equity

Brand
Elements

Brand Equity

Secondary Holistic Marketing

Associations Activities

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3. Leveraging Secondary Sources

Examples:

§ Identification of product origin

§ Co-branding
§ Endorsements
§ Sponsorship of events
§ Events (e.g., awards, charities).

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Measuring Brand Equity

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Measuring Brand Equity (BE)

Brand § Sources of BE
Audits § BE & Outcomes

Tracking § Changes to sources &

Studies Outcomes

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BRAND VALUATION:
Measuring Brand Value (Financial)

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Managing of Brand Equity

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BRAND Equity Over Time

1892 1886 1903

1869 1869
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MANAGING Brand Equity

1. Brand Reinforcement

2. Brand Revitalization

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MANAGING Brand Equity

Brand Reinforcement – Brand Meaning

ü What products it represents
ü What core benefits it supplies
ü What needs it satisfies
ü How the brand makes products superior

ü Which strong, favourable, and unique brand associations

should exist in consumers’ minds.

Failure to reinforce the brand

Diminish brand awareness and weaken brand image
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MANAGING Brand Equity

Brand Reinforcement – Brand Meaning

ü What products it represents
ü What core benefits it supplies
ü What needs it satisfies
ü How the brand makes products superior

ü Which strong, favourable, and unique brand associations

should exist in consumers’ minds.

Failure to reinforce the brand

Diminish brand awareness and weaken brand image
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MANAGING Brand Equity

Brand Revitalization

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MANAGING Brand Equity

Brand Revitalization

“Back to basics” & “Reinvention”

o Understand what the sources of brand equity were to begin

with

o Are positive associations losing their strength or uniqueness?

o Have negative associations become linked to the brand?

o Decide whether to retain the same positioning or create a

new one, and if so, which new one.

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Branding Strategy Decision 2:

Brand Positioning

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BRAND: Positioning
Ø Attributes

Ø Benefits

Ø Beliefs and Values

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BRAND: Positioning
Ø Attributes
§ At the lowest level, we can position on product attributes
§ The least desirable level for brand positioning
§ Easily copied by competition

Ø Benefits
§ Customers are interested on what benefits / value they get
from attributes
§ We can position on a desirable benefit

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BRAND: Positioning

Ø Beliefs and Values

§ Strong brands are positioned on beliefs and values.
§ Engage customers on a deep, emotional level
§ Strong brands should strive to create: passion, surprise and
excitement surrounding the brand.

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Branding Strategy Decision 3:

Brand Sponsorship

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BRANDS: Sponsorship

Ø Manufacturer or National Brands

Ø Private or Store Brands

Ø Licensing

Ø Co-branding

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Branding Strategy Decision 4:

Brand Development

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BRANDS: Development
Product Category
Brand Development
Existing New

Existing

Brand Name

New

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Reading

Book:
ü Kotler and Keller (2015). Chapters 11

Further Reading:
• Aaker, David A. (1996) "Measuring brand equity across products and
markets." California management review 38 (3).

• Ind, Nicholas, Oriol Iglesias, and Majken Schultz. "Building brands

together: Emergence and outcomes of co-creation." California
Management Review 55, no. 3 (2013): 5-26.

• Jonathan Bacon (2015), “Mini: Reinventing a Brand Icon.”, Marketing

News, Available: https://www.marketingweek.com/how-mini-is-
reinventing-itself-to-remain-iconic/

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