Brand Awareness: Brand Awareness Brand recall If the product category is mentioned, do you think of the brand ? Brand Recognition Do you think of the brand without any help? www.studygalaxy.com Perceived Quality: Perceived Quality Most important brand association All brands start with high tangible quality, e.g BMW, Nokia Influences financial performance Influences other aspects of brand perception Intangible only develops from tangible quality Brand Loyalty: Brand Loyalty Loyalty and Brand Value Much more expensive to attract new customers than retain existing customers Loyalty Segmentation Price switchers Passively loyal (buy because of habit only) Committed customers (promote the brand to others) Enhancing Loyalty: loyalty programmes , customer clubs, database marketing Brand Associations: Brand Associations Product attributes: tangible Signs, symbols, logos: intangible Celebrity endorsement: intangible Music: intangible Colour : intangible Brand Associations: Chinese history, culture: Brand Associations: Chinese history, culture Famous people Famous places Mountains Rivers Cities, towns Famous stories Famous festivals …etc Brand success through integrating marketing resources: Brand success through integrating marketing resources Branding requires use of all elements of the marketing mix, 7Ps: Product Price Promotion Place People Process Physical evidence Consumer decision making: Consumer decision making Involvement level Low High Perceived brand differences Minor Significant How consumers perceive ‘added value’: How consumers perceive ‘ added value ’ Added values from experience Added values from reference group effects Added values from a belief that the brand is effective Added values from the appearance of the brand Brand Name Spectrum:
Brand Name Spectrum Corporate branding Using the company name only, e.g Haier , Individual branding Using a different name for each inidividual brand, e.g P&G Two-tier or dual or double branding Using two names, often a combination of the company name and a separate name for the individual brand, e.g Lenovo ’ s Thinkpad brand,
Strong company name endorsement: company name is more important and appears more in the advertising, e.g Nestle ’ s Kitkat brand ? Weak company name endorsement: company name is less important than the individual brand name, e.g GM ’ s BUICK brand ?
Self-concept and branding: Self-concept and branding Actual self-concept How does the consumer actually perceive themselves ? Ideal self-concept How does the consumer ideally perceive themselves ? Social self-concept How does the consumer think others perceive them ? Dynamic self-concept How does the consumer ’ s self-concept vary according to the situation and role ? Best friend situation/role Family member situation/role Romantic partner situation/role Classmate/colleague situation/role Brand Personification: Brand Personification How to develop brand personification? Brand association Make use of people, e.g. famous people Make use of famous places, e.g. Qingdao Make use of people-like characters, e.g. cartoon characters Make use of other living beings, e.g. animals Physical appearance Make the brand and/or brand promotion appear human-like, e.g. facial features What makes a good brand relationship: What makes a good brand relationship Love and passion: consumers feel affection for the brand Self-concept connection: brand personification is congruent with consumer self-concept, often ideal self-concept Commitment: consumers are loyal to the brand, through good and bad times Intimacy: consumers should be emotionally very close to the brand Partner quality: consumers see the brand in the same way they see a good friend, e.g. trustworthy Nostalgic attachment: brand evokes pleasant memories, e.g. childhood memories Semiotics and branding: Semiotics and branding Semiotics is the study of the meaning/interpretation of signs and symbols Marketers have to understand how to encode symbolic communication (brand identity) and how consumers decode symbolic communication (brand image) Semiotics and branding: Semiotics and branding Brands can act as communication devices at four levels: Utilitarian sign: reliability, effectiveness, economic performance, e.g Arieal soap powder (P&G) Commercial sign: communicates value, high (Porsche) or low (Skoda) Socio-cultural sign: brands associates with particular groups of people, e.g BMW and ‘ successful ’ people, Mythical sign/symbol: brand forms mythical associations, e.g Great Wall wine Brand Identity: Brand Identity Brand Identity is defined by answering the following questions: What is the brand’s particular vision and aim? What makes the brand different ? What is its permanent nature ? What are its values ? What are the signs which make the brand recognizable ? Brand Identity and Brand Image: Brand Identity and Brand Image Brand Identity refers to what the sender wants the receiver to think of the brand Brand Image refers to what the receiver actually thinks of the brand Does Identity=Image ? (Brand Manager’s responsibility) Brand Identity and Brand Image: Brand Identity and Brand Image Brand Identity Signals transmitted Products People *places *communication Brand Image Brand image Sender Messages Receiver Brand Personality: Brand Personality If the brand was a person what sort of personality would it have ? Sincerity Excitement Competence Sophistication Ruggedness Peaceful Passionate