Identifying brand

According to the American Marketing Association (AMA), a brand is a “name, term, sign,
symbol, or design, or a combination of them, intended to identify the goods and services of one
seller or group of sellers and to differentiate them from those of competition.”

Brand element
The key to creating a brand, according to the AMA definition, is to be able to choose a
name, logo, symbol, package design, or other characteristic that identifies a product and
distinguishes it from others. These different components of a brand that identify and differentiate
it are brand elements.

Brand equity
Brand equity is a marketing term that describes the value and strength of a brand in the
marketplace. It is built over time through various marketing efforts and is reflected in the way
consumers think, feel, and act toward the brand. Brand equity is a multi-dimensional concept,
encompassing brand awareness, brand loyalty, perceived quality, brand associations, and other
proprietary brand assets. It is the added value a product accrues as a result of past investments in
the marketing of the brand.

Discussion of Brand Mantra and Brand Segment

Brand Mantra
A short, three- to five-word phrase that captures the essence or spirit of the brand
positioning.
Brand Segment
Brand segments classify products and can indirectly indicate income levels, such as luxury
or mass brands. Price and quality determine the segment, often correlating with status or income,
but not always.
Brand versus product

Product Brand

A product is a tangible item or service However, a brand goes beyond the physical
that is produced to meet a specific properties of a product. It includes intangible
customer need or demand. It is mainly aspects such as customer perceptions, feelings
defined by its features, benefits and and experiences associated with the product. The
physical attributes. For example, Coca- Coca-Cola brand stands for joy, togetherness and
Cola is a sweet, carbonated drink. refreshment, much more than just a drink.

Brand awareness
Brand recognition is consumers’ ability to confirm prior exposure the brand when given
the brand as a cue
Brand recall is consumers’ ability to retrieve the brand from memory when given the
product category, the needs fulfilled by the category, or a purchase or usage situation as a cue.

Brand image
Brand attributes are those descriptive features that characterize a product or service.
Brand benefits are the personal value and meaning that consumers attach to the product or
service attributes.

Subdimension of building blocks

Brand Identity (Nhận diện thương hiệu - Bạn là ai?): How a brand portrays itself.
Brand Meaning (Ý nghĩa thương hiệu - Bạn đại diện cho điều gì?): What a brand
represents.
Brand Response (Cảm nhận thương hiệu - Khách hàng nghĩ và cảm thấy gì về bạn): How
consumers react to a brand.
Brand Resonance (Mối quan hệ thương hiệu - Khách hàng muốn kết nối với bạn ở mức độ
nào?): The level of customer identification with the brand.
Building a strong brand (4 steps)
There are 4 steps:
1. Ensure identification of the brand with customers and an association of the brand in customers'
minds with a specific product class, product benefit, or customer need.
2. Firmly establish the totality of brand meaning in customers' minds by strategically linking
tangible and intangible brand associations.
3. Elicit the proper customer responses to the brand.
4. Convert brand responses to create brand resonance and an intense, active loyalty relationship
between customers and the brand.

POP & POD

Points-of-difference (PODs) are attributes or benefits that consumers strongly associate
with a brand, positively evaluate, and believe that they could not find to the same extent with a
competitive brand.
Points-of-parity (POPs) are associations that are not necessarily unique to the brand but
may in fact be shared with other brands.
Category POPs are associations consumers view as essential to a legitimate and
credible offering within a certain product or service category.
Competitive POPs are associations designed to negate competitors' points-of-
difference.
Correlational POPs are potentially negative associations that arise from the existence
of other, more positive associations for the brand.
A good brand positioning requires a balance of PODs and POPs. PODs give consumers a
reason to choose the brand, while POPs make the brand a viable competitor in the category.

Explain 6 steps of CBBE model

The brand resonance pyramid is a model that represents the steps involved in building a
strong brand. It consists of six components:
 Brand Salience: This refers to the depth and breadth of brand awareness, or how easily
and often the brand is evoked under various situations or circumstances.
Brand Performance: This describes how well the product or service meets customers'
functional needs. It includes factors such as primary ingredients, supplementary features, product
reliability, durability, serviceability, service effectiveness, efficiency, empathy, style, design, and
price.
Brand Imagery: This refers to the intangible aspects of the brand, how people think
about a brand abstractly, rather than what they think the brand actually does. It includes user
profiles, purchase and usage situations, personality and values, history, heritage, and
experiences.
Brand Judgments: These are customers' personal opinions and evaluations of the
brand, which they form by putting together all the different performance and imagery
associations. Key types of brand judgments include quality, credibility, consideration, and
superiority.
Brand Feelings: These are customers' emotional responses and reactions to the brand.
Examples include warmth, fun, excitement, security, social approval, and self-respect.
Brand Resonance: This describes the nature of the relationship and the extent to which
customers feel they are "in sync" with the brand. It is characterized by intensity (the depth of the
psychological bond customers have with the brand) and activity (repeat purchase rates and the
extent to which customers seek out brand information, events, and other loyal customers).

Brand equity as a bridge

According to the customer-based brand equity concept, consumer knowledge drives the
differences that manifest themselves in terms of brand equity. This realization has important
managerial implications. For one thing, brand equity provides marketers with a vital strategic
bridge from their past to their future.
Brands as a Reflection of the Past. Marketers should consider all the dollars spent on
manufacturing and marketing products each year not so much as “expenses” but as
“investments” in what consumers saw, heard, learned, felt, and experienced about the brand.
Brands as a Direction for the Future. The brand knowledge that marketers create over
time dictates appropriate and inappropriate future directions for the brand. Consumers will
decide, based on their brand knowledge, where they think the brand should go and grant
permission (or not) to any marketing action or program.