Brand Equity Positioning Values
7205MKT BRANDING
Dr Dale Miller Course Convenor
Seminar 3 Customer based brand equity
‘Brand news’ Customer based brand equity/ FBBE
Uncles ed (2010) Noor, Styles & Cowley Ch.2 Read Ch 14 Fournier Be prepared to discuss Fournier’s work; Advanced students will also discuss subsequent authors who cite Fournier’s seminal 1998 work
Consumer relationships with brands
Brand positioning Introduction to the Brand Audit Building new brands Individual project: literature and findings
Dr Dale Miller: Towards sustainable branding
Strategic Brand Management Process
Steps
Identify and establish brand positioning and values
Recall:
Key Concepts
Mental maps Competitive frame of reference Points-of-parity and points-of-difference Core brand values Brand mantra Mixing and matching of brand elements Integrating brand marketing activities Leveraging of secondary associations Brand value chain Brand audits Brand tracking Brand equity management system Brand-product matrix Brand portfolios and hierarchies Brand expansion strategies Brand reinforcement and revitalization
Plan and implement brand marketing programs
Measure and interpret brand performance
Grow and sustain brand equity
Building brands
The Four Steps of Brand Building
1.
2.
3.
4.
Ensure identification of the brand with customers and an association of the brand in customers’ minds Establish the totality of brand meaning in the minds of consumers Elicit the proper customer responses to the brand identification and brand meaning Convert brand response to create an intense, active loyalty relationship between customers and the brand
Dr Dale Miller: Towards sustainable branding
Four Questions Customers “ask” of Brands
1. 2. 3.
4.
Who are you? (brand identity) What are you? (brand meaning) What about you? What do I think or feel about you? (brand responses) What about you and me? What kind of association and how much of a
Dr Dale Miller Course Convenor
Seminar 3 Customer based brand equity
‘Brand news’ Customer based brand equity/ FBBE
Uncles ed (2010) Noor, Styles & Cowley Ch.2 Read Ch 14 Fournier Be prepared to discuss Fournier’s work; Advanced students will also discuss subsequent authors who cite Fournier’s seminal 1998 work
Consumer relationships with brands
Brand positioning Introduction to the Brand Audit Building new brands Individual project: literature and findings
Dr Dale Miller: Towards sustainable branding
Strategic Brand Management Process
Steps
Identify and establish brand positioning and values
Recall:
Key Concepts
Mental maps Competitive frame of reference Points-of-parity and points-of-difference Core brand values Brand mantra Mixing and matching of brand elements Integrating brand marketing activities Leveraging of secondary associations Brand value chain Brand audits Brand tracking Brand equity management system Brand-product matrix Brand portfolios and hierarchies Brand expansion strategies Brand reinforcement and revitalization
Plan and implement brand marketing programs
Measure and interpret brand performance
Grow and sustain brand equity
Building brands
The Four Steps of Brand Building
1.
2.
3.
4.
Ensure identification of the brand with customers and an association of the brand in customers’ minds Establish the totality of brand meaning in the minds of consumers Elicit the proper customer responses to the brand identification and brand meaning Convert brand response to create an intense, active loyalty relationship between customers and the brand
Dr Dale Miller: Towards sustainable branding
Four Questions Customers “ask” of Brands
1. 2. 3.
4.
Who are you? (brand identity) What are you? (brand meaning) What about you? What do I think or feel about you? (brand responses) What about you and me? What kind of association and how much of a