对外经济贸易大学brand management 暑期课程课件考试终极版

Introduction to Brand Management Learning Objectives 1 What is a brand 2 Why is brand management important for customers company and shareholders 3 Brand Equity 4 Types of brands What is a brand Brands have to be understood from both a company oriented strategic and a customer oriented psychological point of view 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 Many practitioners refer to a brand as more than that as something that has actually created a certain amount of awareness reputation prominence among customers David Ogilvy A brand is an idea in the customer s mind What can be a brand Physical goods Services Retailers and distributors Online products and services People and organizations Government agencies Sports arts and entertainment Geographic locations Ideas and causes Why are brands important to customers Identification of the source of the product Assignment of responsibility to product maker Promise bond or pact with product maker Risk reducer and signal of quality Reduce costs and effort in terms of time and thinking for collecting information and deciding Symbolic message to others Showing others the status personality lifestyle and values of the buyer Benefits of a strong brand for the company strategic perspective 1 Higher customer loyalty 2 Lower impact of product crises 危机 and competitor s actions 3 Larger profit margins 幅度 4 Smaller drop in brand sales after price increases strong increase in sales when decreasing the price 5 Increased marketing communication efficiency and effectiveness lower costs 6 Possible licensing opportunities 7 More favorable evaluation of new products of the brand 8 Better cooperation and support by retailers distributors and alliance 结盟 partners 9 Better reputation with banks on financial markets and as an employer 10 Better relations with general public and media Strong Brands Deliver Shareholder Value Types of Brands 1 by target audience B2C brands B2B brands B2G brands mixed brands 2 by hierarchical role company brand also called corporate brand e g General Motors house brands also called family brands umbrella brands or range brands cover a wide variety of different products often as a separate legal entity example Buick product or service brand for a specific type of product or service example Buick Regal together corporate brand house brands and product brands form a brand hierarchy 等级制 度 also called brand architecture or brand structure 3 by geographical reach provincial brands national brands also called local brands regional brands e g for East Asia for Western Europe North America Middle East and Africa global brands Customer Based Brand Equity What makes a brand strong in the customer s minds and hearts Learning Objectives Brand Awareness and Brand Image Keller s Pyramid of Building Customer Based Brand Equity Application Customer Based Brand Equity Pyramid 1 Brand Salience Brand Awareness The first step for a brand is to become known by the customers This is called Brand Salience 特征 or Brand Awareness definition Brand Awareness has two components Brand Recall Brand Recognition Brand Recall is the ability to retrieve 回忆 the brand from memory when thinking of product category the needs fulfilled by the category or the purchase or usage situation also called unaided recall or spontaneous brand awareness Top of Mind brand the brand recalled first has a unique place in the minds and frequently the hearts of the customer Oftentimes being among the first three brands recalled by customers is very important in memory based brand choices that is when we do not have the brands we choose from in front of us Brand must be recalled in the right product categories at the right moment of time Brand Recognition also called aided recall is the ability to accurately confirm the familiarity with the brand That is important in stimulus based brand choices when we have all the brands to choose from in front of us Example Which of the following cellphone brands have you heard of 2 Brand Image The second step after consumers are aware of the brand is to build associations with the brand also called a brand image Brand Image has two components A Associations with the performance of the products and services of the brand B Brand Imagery 意象 that is non product related more emotional associations 3 Perceived Brand Performance These are specific associations related to the products or services of the brand What specific associations do customers with the product e g reliability durability quality of ingredients technical product features design the service of the brand e g speed of service cleanliness friendliness reliability competence etc the price absolute price and price relative to competitors taste sound touch design smell packaging quality etc 4 Brand Imagery Associations Perceived User profiles Who is perceived to be the typical customer user of the brand for example in terms of age income gender personality status lifestyle values B2C size of the company professionalism of the company industry B2B Purchase and usage situations when and where do customers think that this brand is typically bought and used Brand Personality and Values If the brand were a human being what would be the status age gender personality values etc of this person brand personality Company associations Customer associations with the history and heritage of the brand its geographical origin company size etc Personal emotional memories related to the brand for example nostalgic memories with parents 5 Overall Brand Evaluation Judgments and Feelings What about you Overall 综合的 evaluations of the brand not specific like brand image Judgments are the overall rational evaluation of the brand e g overall quality superiority is it overall better than other brands credibility 可靠性 expertise 专长 consideration would you consider buying it Feeling are the overall emotional reactions to the brand e g does it make you feel secure respected by others and yourself excited 6 Resonance Dimensions What about you and me Customer Loyalty repeat purchases of the brand Emotional attachment Love for the brand Proud to own the brand Sense of community Does the consumer feel part of a brand community Active engagement Join club Visit brand forum join brand community on social media Positioning Choosing a Winning Brand Position Learning Objectives The 3 steps of Marketing Segmenting Targeting Positioning STP Points of Parity 平等 同等 and Points of Difference The 6 criteria 标准 of choosing points of difference The Brand Mantra Positioning Maps Marketing S T P Segmenting Dividing the total market for a product or service category into different customer groups market segments with similar needs and wants 划分 Targeting Choosing one or more of these segments as target group s of the brand 确 立 目标 Positioning simple acoustically and visually easy to recognize repetitive syllables easy to pronounce unique rich in associations interesting emotional related to product Meaningfulness Brand elements may take on all kinds of meaning Two particularly important criteria General information about the nature of the product category descriptive content Specific information about particular attributes and benefits of the brand persuasive content The first dimension is an important determinant of brand awareness the second of brand image Likability Do customers find the brand element aesthetically appealing Does it spontaneously evoke positive emotions Descriptive and persuasive elements which make a brand element likable reduce the burden on marketing communications to build awareness Check for unwanted associations in various languages use of similar or same brand name by other companies in unwanted context Transferability How useful is the brand element for brand extensions into new product categories To what extent can the brand element be used across across geographic boundaries Transferability of brand name naturally limited by different scriptures around the world see transliteration and laws requiring translation e g Quebec Transferability of symbols limited by cultural differences Transferability is specific to the branding element Mr Clean s brand character internationally well transferable the name has to be translated Adaptability of a brand element over time in the existing product categories and countries Adaptability Openness to future changes in the branding itself and to accommodating new brand positioning Protectability Marketers should 1 Choose brand elements that can be legally protected domestically and internationally 2 Formally register chosen brand elements with the appropriate legal bodies 3 Vigorously defend trade marks from unauthorized competitive infringement Are different from country to country In many countries purely descriptive and non distinctive terms e g car alone names of living individuals alone national and international symbols and names e g national flag UN flag red cross misleading terms e g sugar sweet for an artificial sweetener and predatory brands names symbols colours that are intentionally similar to another brand with a great image in the same product or service category morally offensive brand names cannot be registered as trademarks Simple and easy in daily use for consumers Easy to pronounce Easy to write also URL Easy to understand Use across media Problems name too long for many media special effects which require high print quality a certain background or moving images e g 3D Logos typography or logo does not work well in online environment No problems in everyday use by executives employees and agencies No unintended meanings with other stakeholder groups of the company e g shareholders financial analysts No complex design guidelines graphics files vice versa for men Klink 2009 For other products both men and women prefer brands with front vowels e g flashlight mouthwash or back vowels e g umbrella respectively Especially for food it is important that the product experience is consistent with the taste expectations which consumers form based on the letters in the brand name e g creamy smooth rich texture back vowels carbonated drinks front vowels plosive consonants b c k d g k p q t sweet front vowels These effects are probably global in nature that is were empirically observed across many languages and independent from the appearance of the letters characters Shrum et al 2013 Sound Symbolism象征意义 These effects are obviously global in nature that is were empirically observed across many languages and independent from the appearance of the letters characters Shrum et al 2013 although not completely generalizable for all product categories and countries Kuehnl Hodson thin handwritten feminine traditional Davis casual practical Childers ornamental elaborate curved natural balanced symmetrical harmony Henderson et al 2004 green natural calming red strength Grohmann 2011 cross cultural differences important for predominantly visually driven and experientially motivated brand choices as opposed to verbally driven or functionally motivated brand choices Shape symbolism and food e g crispy carbonated bitter sour citrus angular creamy smooth rich texture sweet round Spence 2012 Building Relationships between the Brand and its Customers Types of Relationships Brand Personality Dimensions Sources Effects Brand Personality and Image Congruence Themed Stores and Brand Worlds to build relationship between the brand and its customers Relationship Forms Research shows that consumer intuitively treat brands like human beings and develop relationships with brand similar to those they have with people A brand can be a childhood friendship courtship dependency fling enmity enslavement compartmentalized friendship rebound relationship secret affair kinship best friends committed partnership marriage of convenience arranged marriage casual friend buddy Brand Personality human characteristics and traits ascribed to a brand by its target groups Five effects of Brand personality 1 Shaping relationship expectations Consumers form expectations on how the brand will treat them based on how the brand personality is presented to them for example whether advertising shows it as caring relationship oriented or daring exchange oriented As studies show these expectations have to be met to create and maintain customer satisfaction e g Aggarwal 2004 Aggarwal McGill 2012 2 Cue for brand s ability competence and intention benevolence 3 Self Congruence Effect 4 Biasing Effect Consumers choose brands with personalities matching their selves not only for symbolic products but also for functional products because they believe that they have higher quality Huang et al 2012 5 Facilitating Brand Evaluation For example a brand whose personality can be easily identified as male or female helps consumers to evaluate the brand and hence increases its brand equity Lieven et al 2014 Building Brand Relations with Themed Retail Stores and Brand Worlds In many countries traditional media have become ine