Branding

Lecture 2: Brand models, brand

authenticity, brand safety
Dr. habil. Kovács András, Ph.D.
associate lecturer
Kovacs.Andras2@uni-bge.hu
Office hours: Tuesday, 9:00-10:00 AM., 2nd
floor, Office 219
Attention economy

Why and how we fight

for the attention of others...

https://www.youtube.com/watch?v=50
R21mblLb0&feature=youtu.be
• Van Ham says: "The best way to describe the concept of brand is,
a living image of a product in the mind of the customer."

• According to Olins, brand is "directly linked to money, value and

profitability. ... This is one of the fundamental reasons why the word 'brand' has
displaced all concepts - identity, image, reputation, individuality, etc. - in
business."

• According to Dish, "The meaning and existence of a brand is to make a

complex world more transparent and reliable through clear sign structures."

• According to Chernatony: "A brand is a cluster of functional and emotional

values that enables a promise to be made about a unique and welcome
experience."

„BRAND MANAGEMENT IS PROMISE MANAGEMENT”

Brands for customers:
• Long-term reliable supply ("We know we can always rely on the
brand, it offers more than a no-name product")

• Quick decision, convenient purchase, "shortcut" ("We know what it is

at first glance.")

• Risk-free, secure purchase, guarantee ("You know what you're

getting.")
Soruce: Papp-Váry Á.
Forrás: https://www.quora.com/What-do-you-mean-by-brand-value
 BRAND’S
DIMENSION
S

Aaker brand equity

model
Vicious Circle of good brands
Brand „knows”what makes BRANDS IN
us happy
TIME

Brand Brand
develops learns
and sells

Brand
positioning
itself

Brand helps in shopping Brand makes us satisfied

decisions with decisions we made
Brand-pyramid
BRANDS
and
HIERARCH
Y of
VALUES
Promised
experience
Emotional
values
Functional values
Brand iceberg model SERVICE ECONOMIES

VS

EXPERIENCE ECONOMIES
STRATEGIC
TIES OF
BRANDING

Forrás: Chernatony, 2010 p 15.

 BRAND-
PRODUCT-
COMPANY-
COMPETITION-
CUSTOMER
 Keller’s brand equity pyramid
BRAND
DEVELOPME
NT
modell Steps to do…
• 1.To help consumers identify the brand and
associate it with a specific product category or
consumer need.

• 2.To represent the full brand message in consumers'

minds by linking a set of tangible and intangible
brand associations to specific product attributes.

• 3.Evoking the appropriate consumer response to the

brand.

• 4.Translating brand feelings (reaction to the values

represented by the brand) into an intense, active and
loyal relationship.
A Coca-Cola
example…
Kapferer’s brand identity (prizm) model
BRANDS FOR
THE COMPANY
AND FOR THE
CUSTOMERS
Authentic brands according to Gilmore and Pine:
• Natural authenticity, Pl. L’Occitane

• Original authenticity, Pl. Coca-Cola

• Exceptional authenticity, Pl. Lexus

• Referential authenticity, when the brand refers to some other inspirational

• Context. E. g. Audi – Germany, German technology – „Vorsprung durch
Technik”

• Transformational, e.g.: brand motives people to live a better life

Brand safety… today it has a great
importance…
Do you know them…???