Identifying

Identifyingand
andEstablishing
EstablishingBrand
BrandPositioning
Positioning

BASIC CONCEPTS TARGET MARKET NATURE OF POINTS-OF-PARITY AND

COMPETITION POINTS-OF-DIFFERENCE
 Points of Parity and Points of Difference
• A marketer must arrive at the proper positioning:
• This requires establishing the correct points-of-difference and points-of-parity
associations:
• Points-of-difference (PODs):
• Formally defined as attributes or benefits that consumers strongly associate
with a brand “Sportive BMW vs “good value” Dacia”
• Points-of-parity associations :
• Not necessarily unique to the brand but may be shared with other brands
“Luxuary Ferrari vs Luxuary Cartier”
Examples of Negatively Correlated Attributes and Benefits
Low price versus high quality (cars)
Taste versus low calories (food)
Nutritious versus good tasting (bio)
Powerful versus safe (detergent)
Robust versus refined (shoes)
Positioning Guidelines
• Defining and Communicating the Competitive Frame of Reference “who is our main
competitor ?”
• Establishing Points-of-Difference “what is our competitive advantage vs other brands?”
• Updating Position Overtime. Will it change in the future ? Example : Kinder Bueno
Choosing Points-of-Difference
• A brand must offer a compelling and credible reason for choosing it over the other
options:
• What attribute or benefit can serve as point-of-difference? Example “P&G Brands”
• Ariel brand on stain removal
• Tide brand on whiteness
Developing a Good Positioning
• A good positioning:
• Has a foot in the present and a foot in the future:
• Needs to be somewhat aspirational so that the
brand has room to grow and improve
• Recognizes that a duality exists in the positioning of
a brand:
• Rational and emotional components
• Rational : clean, fresh and tasty
• Emotional : Feel good, relaxed (example Tide
beyond cleaning)
Brand Mantra or brand essence
• Short, three-to five-word phrase:
• Captures the irrefutable essence or spirit of the brand positioning
• Nike’s brand mantra of “authentic athletic performance” is exemplified by athletes
such as Roger Federer.
• Disney adopted an internal brand mantra of “fun family entertainment”
• Provides guidance about:
• What products to introduce under the brand
• What ad campaigns to run
• Where and how the brand should be sold
Strategic Brand Management: Building,
Measuring, and Managing Brand Equity
Fifth Edition

Chapter 3
Brands Resonance and the
Brand Value Chain

Copyright © 2020, 2013, 2008 Pearson Education, Inc. All Rights Reserved
Learning Objectives
3.1 Define brand resonance
3.2 Describe the steps in building brand resonance
3.3 Define the brand value chain
3.4 Identify the stages in the brand value chain
3.5 Contrast brand equity and customer equity
Building A Strong Brand: The Steps of Brand Building
• Brand Salience
• Brand Performance
• Brand Imagery
• Brand judgments
• Brand Feelings
• Brand Resonance
• Brand-Building Implications
Brand Resonance Pyramid
Subdimensions of Brand Building Blocks
Brand Salience
• Product category structure:
• How product categories are organized in memory
• Marketers assume that products are grouped
Brand Salience
• Achieving the right brand identity means creating brand salience with customers
• Brand salience:
• Measures various aspects of the awareness of the brand
• How easily and often the brand is evoked under various situations or
circumstances
Brand Salience
• Breadth and depth of awareness:
• Gives a product an identity by linking brand elements to:
• The product category
• The associated purchase
• The consumption or usage situations
Beverage Category Hierarchy “examples of how they are
grouped”
Category Hierarchy
• Exercise :
• Vehicles market
• Food
Brand Salience
• Strategic implications:
• Brand needs to be top-of-mind and
have sufficient mind share:
• Top of mind > Awareness
‘Example : soft drink / social
media”
Brand Performance
• Describes how well the product or service:
• Meets customers’ more functional and emotional needs
• Rate on objective assessments of quality
Brand Performance
• Attributes and benefits of brand performance:
• Product ingredients
• Product reliability, durability, and serviceability “example after sales service”
• Service effectiveness, efficiency, and empathy
• Style and design
• Price
Brand Imagery
• Brand imagery refers to more intangible aspects of the brand
• Consumers can form imagery associations directly from their own
experience or indirectly through advertising or by some other source of
information, such as word of mouth.
• Many kinds of intangibles can be linked to a brand; the four main ones are:
• User profiles “Gender, age, race, income…”
• Purchase and usage situations “type of stores, purchase online, time of
day or week consumed”
• Personality and values “sophisticated, honest, simple, exciting
innovative”
• History, heritage, and user experiences
• Examples :
Brand Judgments
• Consumers’ personal evaluations of a brand. They form judgments by putting together
all the different brand imagery associations :

• Brand perceived Quality

• Brand credibility : expertise, trustworthiness
• Brand consideration : depends on the extent to which favorable brand associations
can be created as part of the brand image
• Brand superiority : measures extent to which customers view the brand as unique
• Examples of superior brands
Brand Feelings
• Consumers’ emotional responses and reactions to a brand
• How does the brand affect the feeling of consumers ?
• Six important types of brand-building feelings:
1. Warmth : make consumers feel a sense of calm and peacefulness
2. Fun : the brand is entertaining
3. Excitement : the brand makes them enthusiastic
4. Security : the brand provides a sense of security
5. Social approval : the brand gives consumers a belief that others look favorably at
them on appearance/behavior….
6. Self-respect : the brand makes consumers feel better about themselves
Brand Resonance
• Ultimate relationship and level of identification that a customer
has with a brand:
• Describes the nature of the relationship
• Extent to which customers feel in sync with the brand
• Characterized in terms of intensity : Depth of the
psychological bond that customers have with a brand
• Exercice : The brand in most resonance with
Four categories of Brand Resonance

• Behavioral loyalty:
• Repeat purchases and share of category volume attributed
to the brand:
• How frequently they buy and how much of it ( ex : Kinder
chocolate)
Four categories of Brand Resonance
• Attitudinal attachment:
• Resonance requires a strong personal attachment
• Going beyond having a positive attitude:
• Viewing the brand as something special
• Research studies show that rating a brand 4 instead of 5
on a scale from 1 (poor) to 5 (outstanding) makes a huge
difference in term of possible defection to competitors
Four categories of Brand Resonance

• Sense of community :
• Brand may take on a broader meaning by
conveying a sense of community
• Social phenomenon in which customers feel an
affiliation with other people associated with the
brand
• Example : Harley-Davidson motorcycle :
• Motorbike customization (exhaust pipes,
unique graphic design), subscription to the
Harvey Owner magazine, provide roadside
assistance, and access to programs enabling
members to rent Harleys while on vacation.
Four categories of Brand Resonance
• Active engagement:

• Perhaps the strongest affirmation of brand loyalty

• Willing to invest time, energy, money beyond those expended during purchase or
consumption
• Example : Nike ‘s Run Club (NRC) app. Has built a community of runners which
provide users personalized training plans, professional coaches and challenges and
social features like virtual running groups to connect with others
The Brand Value Chain model

• Structured approach to:

• Assessing the sources and outcomes of brand equity and how marketing activities
create brand value
• It assumes that the value of a brand ultimately resides with customers
• So how does the model work ?
Brand Value Chain
Strategic Brand Management: Building,
Measuring, and Managing Brand Equity
Fifth Edition

Chapter 4
Choosing Brand Elements to
Build Brand Equity

Copyright © 2020, 2013, 2008 Pearson Education, Inc. All Rights Reserved
Choosing Brand Elements to build Brand Equity
Learning Objectives :
• 1. Identify the different types of brand elements.
• 2. List the general criteria for choosing brand elements.
• 3. Describe key tactics in choosing different brand elements.
• 4. Explain the rationale for “mixing and matching” brand
elements.
• 5. Highlight some of the legal issues surrounding brand
elements
Brand Elements
• Brand elements, sometimes called brand identities, are those
trademarkable devices that serve to identify and differentiate
the brand.
• The main ones are brand names, URLs, logos, symbols,
characters, spokespeople, slogans, jingles, packages.
• Marketers should carefully choose brand elements to enhance
brand awareness;
Criteria for choosing Brand Elements

IN GENERAL, THERE ARE SIX 1. MEMORABILITY 2. MEANINGFULNESS 3. LIKABILITY 4. TRANSFERABILITY

CRITERIA FOR CHOOSING
BRAND ELEMENTS :

5. ADAPTABILITY 6. PROTECTABILITY LET'S EXPLAIN THESE….

 Criteria for choosing Brand Elements

• 1. Memorability
• Easily recognized / Easily recalled

• 2. Meaningfulness
• Descriptive, persuasive (Does it give information about the product or service ?)

• 3. Likability
• Fun and interesting , Rich visual, Aesthetically pleasing
Criteria for choosing Brand Elements

• 4. Transferability
• How useful is the brand element for line or category extensions ? Across geographies ?

• 5. Adaptability
• Because of changes in consumer values and opinions, or simply because of a need to remain
contemporary, most brand elements must be updated with a new design to make them appear more
modern and relevant

• 6. Protectability
• Protection via patents (technology), trademarks (names/logo..), or copyright
(packaging)
Brand Names
The brand name is Most difficult element for
fundamentally important: marketers to change.
• Often captures the • Studies show a change
central theme or key in brand name can be
associations of a associated with a 5 to
product in a compact 20% loss in business.
fashion
Brand Names

Selecting a brand name for a new Must be chosen with the six
product is an art and a science general criteria in mind:
Memorability
Meaningfulness
Likability
Transferability
Adaptability
Protectability
Brand Names

Brand awareness: Brand associations:

Simple and easy to pronounce or Implicit and explicit meanings of a
spell name are important
Familiar
Meaningful
Different, distinctive, and
potentially unusual
Brand Names
• A descriptive brand names can reinforce an important attribute associated that makes
up its product positioning.

• Amazon:
• Named after the world's largest river to communicate vastness, diversity, and abundance, mirroring the
company's extensive range of products and services.
• The Amazon River is known for its connectivity, which reflects the company's mission to offer a wide
variety of goods and connect customers to virtually anything they need.
Brand Names
• A descriptive brand names can reinforce an important attribute associated that makes
up its product positioning.

• Airbnb: Combining "air" with "bed and breakfast,"

• Airbnb's brand name describes its core service – providing accommodations in private
homes or apartments, emphasizing the idea of experiencing hospitality.
• The "air" element suggests a sense of freedom and travel, while "bnb" evokes the
comfort and familiarity of traditional bed and breakfast establishments.
Brand Names
• Naming procedures:
1. Define objectives
2. Generate names
3. Screen initial candidates
4. Study candidate names
5. Research the final candidates
6. Select the final name
Brand Names (Assignement)
Project
• Create a new international brand name
competing with Iphone/Samsung
• Create a new brand name competing in the local
Water category market (vs Sidi Ali, Ain Saiss)
• Follow the procedure and provide a brand name :
• Naming procedures:
• Define objectives
• Generate names
• Screen initial candidates
• Study candidate names based on the list of
criteria
• Research the final candidates
• Select the final name
Brand Names
• Examples of brand names that have a meaning ?

• Video : Selecting brand names

• https://www.youtube.com/watch?v=8REmTWJwhBw

• How to protect brand names and logo

• https://www.youtube.com/watch?v=C0lczvwj7iI
URLs
• URLs (uniform resource locators) specify locations of pages on the Web:
• Commonly referred to as domain names
• Owner of a URL must register and pay for the name
• Allows to protect a brand from unauthorized use in other domain names
URLs
• A company needs to protect their brands from unauthorized use in
other domain names:
• Company can:
• Sue current owner of the URL for copyright infringement
• Buy the name from the current owner
• Register all conceivable variations of its brand as domain names
ahead of time
Logos
• Logos:
• Visual elements play a critical role in building brand equity and brand awareness:
• Indicate origin, ownership, or association
• Range from corporate names or trademarks written in a distinctive form, to
abstract designs that may be completely unrelated to the corporate name or
activities
• Non word vs word mark logos
Characters
• Special type of brand symbol:
• One that takes on human or real-life characteristics
• Introduced through advertising:
• Can play a central role in ad campaigns and package designs
Slogans
• Short phrases that communicate descriptive or persuasive information about the
brand
• Function as useful “hooks” or “handles” to help consumers grasp the meaning of a
brand
• Indispensable means of summarizing and translating the intent of a marketing
program
• Example : Gillette the best a man can get (become), Nike “Just do it”
Slogans
• Other examples of famous slogans ? (10 mn)
Jingles
• Musical messages written around the brand
• Catchy hooks and choruses:
• Become permanently registered in the minds of listeners
• Enhance brand awareness by repeating the brand name in
clever and amusing ways : VIDEO
Packaging
• Activity of designing and producing containers or wrappers
• From the perspective of both the firm and consumers, packaging
must:
• Identify the brand
• Convey descriptive and persuasive information
• Facilitate product transportation and protection
• Assist in at-home storage
• Aid product consumption
Packaging
• Packaging at the point of purchase:
• The right packaging can create
strong appeal:
• On the store shelf, Help
products stand out

• Packaging innovations:
• Can lower costs
• Design can improve shelf impact
demand for a product
Packaging
• Packaging changes:
• Can be cost-effective compared with other marketing
communication costs:
• To accompany a new product innovation to signal changes
to consumers
• When old package looks outdated
Putting It All Together
• Each brand element can play a different role in building brand equity:
• Marketers “mix and match” to maximize brand equity
• Brand identity:
• Entire set of brand elements
• Contribution of all brand elements to awareness and image
Critique of Brand Element Options
Brand Element
Brand Names and U Logos and Slogans and Packaging and
Criterion RLs Symbols Characters Jingles Signage
Memorability Can be chosen Generally more Generally more Can be chosen to Generally more
to enhance brand useful for brand useful for brand enhance brand useful for brand
recall and recognition recognition recall and recognition
recognition recognition

Meaningfulness Can reinforce almost Can reinforce Generally more Can convey almost Can convey almost
any type of almost any type of useful for non- any type of any type of
association, association, product-related association association
although sometimes although imagery and brand explicitly explicitly
only indirectly sometimes only personality
indirectly

Likability Can evoke much Can provoke visual Can generate Can evoke much Can combine visual
verbal imagery appeal human qualities verbal imagery and verbal appeal

Transferability Can be somewhat Excellent Can be somewhat Can be somewhat Good

limited limited limited
Adaptability Difficult Can typically be Can sometimes be Can be modified Can typically be
redesigned redesigned redesigned
Protectability Generally good, but Excellent Excellent Excellent Can be closely
with limits copied
Strategic Brand Management: Building,
Measuring, and Managing Brand Equity
Fifth Edition

Chapter 5
Designing Marketing
Programs to Build Brand
Equity

Copyright © 2020, 2013, 2008 Pearson Education, Inc. All Rights Reserved
Learning Objectives
• Identify some of the new perspectives and developments in
marketing
• Describe how marketers enhance product experience
• Explain the rationale for value pricing
• List some of the direct and indirect channel options
• Summarize the reasons for the growth in private labels
The New Capabilities of the New Economy
Consumers
Can get substantially more customer power.
Can purchase a greater variety of available goods and services.
Can obtain a great amount of information about practically anything.
Can more easily interact with marketers in placing and receiving orders.
Can interact with other consumers and compare notes on products and services.
The New Capabilities of the New Economy
Companies
Can operate a powerful new information and sales channel with augmented
geographic reach to inform and promote its products.
Can collect fuller and richer information about their markets, customers,
prospects, and competitors.
Can customize quickly their offerings and services to individual customers.
Personalizing Marketing
• To adapt to the increased consumer desire for personalization, marketers have embraced
concepts such as experiential marketing.

• Experiential marketing : By providing a fun and unique experience, brands can effectively
engage with customers and spark their interest in learning more about the brand.

• Example : Nike's "Just Do It" Campaigns - Nike has created numerous experiential marketing
campaigns, such as the "Unlimited Stadium" in Manila, Philippines, where runners could
race against a digital avatar of themselves. These campaigns align with Nike's brand
message of empowerment and motivation
Personalizing Marketing
• Other examples of experiential marketing : Coca-Cola Happiness Machine - Coca-Cola
installed special vending machines in various locations that dispensed not only drinks but
also unexpected gifts and surprises. This campaign aimed to spread happiness and create a
positive association with the Coca-Cola brand.

• The Coca-Cola Happiness Machines were deployed in over 100 countries around the world.
They were particularly popular in the United States, where they were featured in a number
of television commercials and other marketing material https://www.youtube.com/watch?
v=lqT_dPApj9U
Personalizing Marketing
• Other examples of experiential marketing : IKEA Sleepover - IKEA in Australia hosted a
sleepover event where customers could spend the night in their showroom. This unique
experience allowed customers to test out IKEA's products in a real-life setting, creating a
buzz on social media and increasing brand awareness.
The Brand Experience Scale
Sensory This brand makes a strong impression on my visual sense or
other senses.
I find this brand interesting in a sensory way.
This brand does not appeal to my senses.
Affective This brand induces feelings and sentiments.
I do not have strong emotions for this brand.
This brand is an emotional brand.
Behavioral I engage in physical actions and behaviors when I use this
brand.
This brand results in bodily experiences.
This brand is not action oriented.
Intellectual I engage in a lot of thinking when I encounter this brand.
This brand does not make me think.
This brand stimulates my curiosity and problem solving.
Product Strategy
• Perceived Quality
• Managing Customers Post-Purchase
Perceived Quality

• Customers’ perceptions of overall quality

or superiority of a product or service
• Compared with alternative “Quality
vs others”
• Big Mac vs King Burger

• With respect to its intended purpose

• Actual hotel experience vs
expected experience
 Managing Customers Post-Purchase
• Product strategies should focus on both purchase and consumption (ex Shower gel)
• Particularly important in the context of e-commerce
• Processes or programs that can help with managing customer's post-purchase
• User manuals
• Customer service programs
• Loyalty programs “Loyalty cards”
• Purchase does not necessarily mean repurchase. It depends on consumer
experience
What are the
challenges of
product strategy ?

• 1. The product has to meet

consumer expectations in terms
of product benefits

• 2. Innovation has to be
constantly part of the strategy
Ansoff matrix

 The various options for product strategy

 Expansion product / market

Increase usage
occasions
Line extensions

Market Penetration Product development

Existing market Strategy Strategy

Market Development Diversification

New market
Strategy Strategy

Combines new product

And new users
Existing product New product

Find new users

Product Strategy

 Increase usage occasions

Not only at breakfast Between meals

Product Strategy

 Example of Product development

Product Strategy

Exemple
Product Strategy

 Example of diversification
Product Strategy

Other examples :