1. Customer Based Brand Equity Chapter 2

2. Customer Based Brand Equity The differential knowledge that brand knowledge has on the marketing of that brand.  Differential  Knowledge  Response to marketing

3. Making a Strong Brand Brand awareness Brand Image

4. Sources of Brand Equity Customer based brand equity occurs when the customer has a high level of awareness and familiarity with the brand and holds some strong, favourable and unique associations in memory.

5. Brand Equity Brand Awareness  Brand Recognition  Brand Recall Advantages  Learning advantages  Consideration advantages  Choice advantages

6. Brand Equity Brand Image  Strength of brand associations Brand Attributes Brand Benefits  Favourability of brand associations Desirability Deliverability  Uniqueness of brand associations

7. Building a Strong Brand

8. Brand Building Blocks Brand Salience  Breadth & Depth of awareness  Product Category Structure  Historically, brand salience has been considered synonymous with the brand being ‘top of mind’ (mentioned first) when the product category is used to cue retrieval from memory. Brand salience reflects the quantity and quality of the network of memory structures buyers’ hold about the brands.

9. Brand Salience The tendency of a brand to be thought of in a buying situation is known as “brand salience”. Brand salience is “the propensity for a brand to be noticed and/or thought of in buying situations” and the higher the brand salience the higher it’s market penetration and therefore its market share. Salience refers not to what customers think about brands but to which ones they think about.

10. Brand Performance  Reliability  Durability  Serviceability Service Effectiveness Service Efficiency Service Empathy

11. Brand Imagery User Profile Purchase and Usage Situation Personality & Value History, Heritage and Experience

12. User Profile “The set of human characteristics associated with a brand”

13. How Does It Fit Into Branding? Brand Knowledge Brand Awareness Brand Recall Brand Recognition Brand Image Uniqueness of Brand Association Strength of Brand Association Types of Brand Association Favourability of Brand Association Attitudes Benefits Attributes Product Related Non-Product Related Packaging Price User Imagery Usage Imagery Functional Experiential Symbolic Keller, 1993

14. Brand Personality Framework Brand Personality SophisticationExcitementSincerityRuggednessCompetence Down to earth Honest Wholesome Cheerful Daring Spirited Imaginative Up-to-date Reliable Intelligent Successful Upper Class Charming Outdoorsy Tough Aaker, 1997

15. Examples Brand Personality Sincerity Excitement Competence Sophistication Ruggedness

16. Examples Brand Personality Sincerity Excitement Competence Sophistication Ruggedness

17. Examples Brand Personality Sincerity Excitement Competence Sophistication Ruggedness

18. Examples Brand Personality Sincerity Excitement Competence Sophistication Ruggedness

19. Brand Jugdments Brand Quality Brand Credibility Brand Consideration Brand Superiority

20. from consumers → to people consumers buy, people live 2. from product → to experience products fulfill needs, experiences fulfill desires 3. from honesty → to trust honesty is expected. trust is engaging and intimate. it needs to be earned 4. from quality → to preference quality for the right price is a given today. preference creates the sale 5. from notoriety → to aspiration being known does not mean that you are also loved! 6. from identity → to personality identity is recognition. personality is about character and charisma! 7. from function → to feel the functionality of a product is about practical or superficial qualities only sensorial design is about experiences 8. from ubiquity → to presence ubiquity is seen. emotional presence is felt 9. from communication → to dialogue communication is telling. dialogue is sharing 10. from service → to relationship service is selling. relationship is acknowledgment

21. Brand Feelings Transformational Advertising  Warmth  Fun  Excitement  Security  Social Approval  Self Respect

22. Warmth Campbells Soup: Mrs Campbell is a rosy-cheeked and plump grandmother who lives in a warm, cosy house and wears an apron as she cooks wonderful things for her grandchildren. Keller, 2003

23. Fun Disney is often associated with feelings of amusement, lightheartedness, playfulness and joyousness.

24. Excitement MTV is considered to be  Alive  Cool  Sensational

25. Security

26. Social Approval

27. Self-Respect The brand makes the consumer feel better about themselves.

28. Brand Resonance The extent to which customers feel ‘in sync’ with the brand  Behavioural Loyalty  Attachment  Community  Active Engagement

29. Ideas The only business to be in is the ‘ideas business’, which simply is not just communication, but also engagement, seizing the audience’s imagination.

30. Brand Communities