Yangon University of Economics

Department of Commerce

Department of Commerce
 FOURTH YEAR
BCom (Marketing Management Major Specialization)
FIRST SEMESTER

Com 4110 BRAND MANAGEMENT

Week 2
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Course of this Week

Chapter (2) Customer-based brand equity and brand

positioning

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 CHAPTER (2)
CUSTOMER-BASED BRAND EQUITY AND
BRAND POSITIONING

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Learning Objectives

• To define customer-based brand equity.

• To outline the sources of customer-based brand equity.

• To identify the four components of brand positioning.

• To describe the guidelines in developing a good brand positioning.

• To explain brand mantra and how it should be developed.

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Customer-Based Brand Equity

Defining customer-based brand equity

Brand equity as a bridge

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Defining Customer-Based Brand Equity

• The differential effect that brand

knowledge has on consumer response
to the marketing of that brand.

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Brand Equity As A Bridge

• Brands as a Reflection of the Past.

• Brands as a Direction for the Future.

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Making A Brand Strong: Brand Knowledge

• Brand knowledge is the key to creating brand equity

• It has two components:
 Brand awareness
 Brand image

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Sources Of Brand Equity
Sources : Brand awareness and brand knowledge

Brand awareness consists:

• Brand recognition is consumers’ ability to confirm prior

exposure to 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 as a cue

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Sources Of Brand Equity (Cont.)
Brand image

• Creating a positive brand image takes marketing programs

that link strong, favorable, and unique associations to the
brand in memory.
Strength of Brand Associations.
Strength of Brand Associations.
Uniqueness of Brand Associations.

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Identifying And Establishing Brand Positioning

• Basic concepts
• Target market
• Nature of competition
• Points-of-Parity and Points-of-Difference

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Basic Concepts

• Brand positioning is at the heart of marketing strategy.

• Act of designing the company’s offer and image

• Finding the proper “location” in the minds of market

segment

• Thinking about a product or service in the “right” side

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Target Market
• Market segmentation divides the market into distinct
groups of homogeneous consumers:
 who have similar needs and consumer behavior
 who require similar marketing mixes
• Criteria
 Identifiability  Accessibility
 Size  Responsiveness

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Target Market (Cont.)
Consumer segmentation bases Business-to-Business
Segmentation Bases

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Nature Of Competition

• Competitive analysis : the resources, capabilities,

and intentions of various other firms
• Indirect Competition
• Multiple Frames of Reference

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Points-Of-Parity and Point-Of-Difference

Points-of-difference associations

• Consumers could not find Attributes or benefits to the same

extent with a competitive brand

Points-of-parity associations

• It is not unique to the brand but may in fact be shared with

other brands

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Positioning Guidelines

• Defining and Communicating the Competitive Frame of

Reference
• Establishing Points-of-Parity and Points-of-Difference
• Straddle Positions
• Updating Position Overtime
• Developing a Good Positioning

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DEFINING A BRAND MANTRA

• Brand mantra is a short, three- to five-word phrase that captures the

irrefutable essence or spirit of the brand positioning.

• Designing a brand mantra • Implementing a Brand Mantra

 Brand functions Communicate
 Descriptive modifier Simplify:
 Emotional modifier Inspire

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Reference

• Keller, K. L. (2013). Keller: Strategic Brand Management

eBook GE 4e. Pearson Higher Ed.

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THE END!

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