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cohesive
well-grounded up-to-date actionable
Basic premise: Power of a brand resides in the minds of customers Challenge is to ensure customers have the right types of experiences with products & services and their marketing programs to create the right brand knowledge structures:
Thoughts Feelings Images Perceptions Attitudes
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SALIENCE
1. IDENTITY =
Salience Dimensions
Depth of brand awareness Ease of recognition & recall Strength & clarity of category membership Breadth of brand awareness Purchase consideration(range of purchase) Consumption consideration(usage situations)
Performance Dimensions
meet customers more functional needs. underlie brand performance are:-
Relates to the way in which the product attempts to 5 important types of attributes and benefits that 1. Primary characteristics & supplementary features
content(carb, protein, fibre etc) with few other distinguishing features Ex:-Toaster Oven-housing of plastic & metal, an oven pan, power cord, clear glass door with optional features for safety, buzz when ready etc Ex:- Portable CD Player-AM/FM stereo radio, one cassette deck, 2 speaker drives, ability to record, AC power cord, batteries. Features like clock, extra bass may be desired. Hence , levels of ingredients differ based on customer beliefs
Brand Performance
2.Product
Reliability-consistency of
3. Service
Effectiveness-satisfying
performance over time & from purchase to purchase. Durability-expected economic life Serviceability-ease of service if it needs repair
customers service requirements Efficiency-speed & responsiveness in delivery Empathy-trustworthy, caring & having customers interest in mind
Brand Performance(contd.)
4. Style & Design- aesthetic considerations such as
size, shape, materials, and color involved & sensory aspects looks, feels, smells or sounds as well. 5. Price- Pricing Policy creates associations in consumer minds about relevant price tier or level for the brand. Categorizing the price of the brand, firmness/flexiblity in pricing(discounts) and product category knowledge are based on this aspect.
Brand Imagery
Refers to intangible aspects of the brand
Deals with extrinsic properties of the product or
service. Formed directly from a consumers own experiences and contact with the product, brand, target market, or usage situation Formed indirectly through the depiction of these same considerations, as communicated in advertising/WOM
Imagery Dimensions-4
User profiles
Actual or aspirational Group perceptions popularity
Categories of Intangibles
Demographic & psychographic characteristics
User Profiles
Demographic & Psychographic factors result in a profile by
customers of actual users or more aspirational, idealized users Demographic factors: Gender-Marlboro Cigarettes(masculine) Eva Deo (Feminine) Age-Pepsi Cola(younger than Coke) Race Income
Psychographic factors:- (popularity) Attitudes towards life Careers Possessions Social Issues Political Institutions
internet etc Specific stores-Shoppers Stop, ebay, etc Ease of purchase & associated rewards-Home Delivery, Inner Circle Card etc Usage Situation Time (day, week, month, year, etc.) Location (inside/outside home), and Type of activity/context of usage (formal/informal) ExamplesSnickers packed with peanuts-satisfies as a healthy, filling snack Big Bazaar-Wednesday shopping-homemakers market Dominos -delivery
Brand Personality
Sincerity-down-to-earth, honest, wholesome, and cheerful Excitement-daring, spirited, imaginative, and up-to-date Competence-reliable, intelligent, successful Sophistication-upper class and charming Ruggedness-outdoorsy and tough
For instance Allen Solley brand speaks the personality and makes the individual who wears it stand apart from the crowd. Infosys represents uniqueness, value, and intellectualism. Dove as honest, feminist and optimist; Hewlett Packard brand represents accomplishment, competency and influence
past and certain noteworthy events in the brand history Memories-distinctly personal experiences and episodes or be related to past behaviors and experiences of friends, family, or others.
For instance-there may be associations to aspects of the marketing program for the brand, the color of the product or look of its package, the company or person that makes the product and the country in which it is made, the type of store in which it is sold, the events for which the brand is a sponsor, and the people who endorse the brand.
Judgment Dimensions
Brand quality
Value Satisfaction
Brand credibility
Expertise
Trustworthiness
Likability
Brand consideration
Relevance
Brand superiority
Differentiation
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Brand Judgement
Focus on customers personal opinions and
evaluations w.r.t the brand Put together different performance and imagery associations of the brand to form different kinds of opinions
Four Types- Quality, Credibility, Consideration,
and Superiority
Brand Judgement
Brand Quality
Brand Attitudes Perceptions of value and
Brand Credibility
Refers to the extent to which
satisfaction
Ex:- Sheraton Hotels-certain associations that matter may be location convenience, room comfort, design, and appearance, service quality of staff, recreational facilities, food service, security, prices, and so on
the brand is seen as credible in terms of perceived expertise (competent, innovative, and a market leader), trustworthiness (dependable and keeping customer interests in mind), and likability (fun, interesting, and worth spending time with)
Brand Judgement
Brand Consideration
How appropriate, relevant
Brand Superiority
How the brand is viewed as
and meaningful the brand is to the customer Is a crucial filter in building brand equity Strong & favorable associations should be created
unique and better than other brands Helps build intense and active relationships with customers Depends on the no. and nature of unique associations that make the brand image
Feelings Dimensions
Brand Feelings customers emotional responses and reactions w.r.t the brand Six important types of brand-building feelings: 1. Warmth-soothing 2. Fun-upbeat 3. Excitement-energized 4. Security-safety 5. Social approval-acknowledgement 6. Self-respect-sense of pride
The first 3 types are experiential and immediate, increasing in level of intensity The latter 3 types of feelings are private and enduring, increasing in level of gravity
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Resonance Dimensions
Refers to the nature of the relationship and the extent to which customers feel they are in sync with the brand. Ex:- Harley-Davidson, Apple, and eBay brands with high resonance Characterized by-(Intensity of deep bonds with customer) and (level of Activity generated by this loyalty)
Brand Resonance categories:-
Brand Resonance
Behavioral loyalty
Frequency and amount of repeat purchases
Attitudinal attachment
Love brand (favorite possessions; a little pleasure)
Proud of brand
Sense of community
Kinship Affiliation
Active engagement
Seek information Join club Visit web site, chat rooms
Brand Resonance-Examples
MTV-rebellious and irreverent manner attracted the
youth Harley-Davidson-sponsors HOG (free 1 year membership, magazine, emergency road service etc) True Apple customers in the U.S. have the brand's logo tattooed onto their bodies In Finland, Nokia customers remained loyal to Nokia because they admired the design of the handsets or because of user- friendly menu system used by Nokia phones.
ConsumerBrand Resonance
Consumer Judgments
Consumer Feelings
Brand Performance
Brand Imagery
Brand Salience
PRIMARY CHARACTERISTICS & SECONDARY FEATURES PRODUCT RELIABILITY, DURABILITY & SERVICEABILITY SERVICE EFFECTIVENESS, EFFICIENCY, & EMPATHY STYLE AND DESIGN PRICE
USER PROFILES PURCHASE & USAGE SITUATIONS PERSONALITY & VALUES HISTORY, HERITAGE, & EXPERIENCES