Two forms of Brand Knowledge Goal: Make it into the Evoked Set What is your evoked set for cereal? What is your evoked set for computers? How did those brands get there?
Two forms of Brand Knowledge Brand Image The types of associations that come to the consumer’s mind when contemplating a particular brand
Consumer-Based Brand Equity Framework Brand Knowledge Brand Knowledge Brand Recognition Brand Recognition Brand Recall Brand Recall Non-Product-Related (e.g., Price, Packaging, User and Usage Imagery) Non-Product-Related (e.g., Price, Packaging, User and Usage Imagery) Product-Related (e.g., color, size, design features) Product-Related (e.g., color, size, design features) Functional Symbolic Experiential Attributes Benefits Overall Evaluation (Attitude) Overall Evaluation (Attitude) Types of Brand Associations Types of Brand Associations Favorability, Strength, and Uniqueness of Brand Association Favorability, Strength, and Uniqueness of Brand Association Brand Awareness Brand Awareness Brand Image Brand Image
Questions for Brand Manager How can Amazon Kindle break into and stay prominent in consumers’ evoked set for its category?
Questions for Brand Manager How can Amazon build and maintain favorable, strong, and unique brand associations in the target markets? How can Amazon position the brand for immediate as well as long term growth?
Co-Branding and Ingredient Branding Two or more brands enter into a partnership that potentially serves to enhance both brands’ equity and profitability Requirement for successful co-branding : Examples? Co-Branding
Co-Branding and Ingredient Branding Dunkin’ Donuts Hill Holiday
Managing Brand Benefits The specific benefit that brand managers create and communicate to the target market. ExperientialSymbolicFunctional
Managing Brand Benefits When would a given type of benefit or need be important? What would determine this? ExperientialSymbolicFunctional
An Appeal to Functional Needs Functional Needs Products that attempt to fulfill the consumer’s consumption-related problems
Functional Needs Health conscious products are a functional need today
Payoff from IMC: Value of Synergy Multiple methods in combination achieve better communication results than do the tools used individually By integrating multiple communications tools and methods, brand managers achieve synergy Integrated Marketing Communications (IMC)
Key Features of IMC 1. Start with the customer, work back to company 2. Use any form of relevant contact 3. Achieve synergy (single voice) 4. Build relationships between the brand and the consumer 5. Affect behavior
IMC Exercise Using any form of relevant contact: