m


w A name becomes a brand when consumers

associate it with a set of tangible and
intangible benefits that they obtain from the
product or service
w It is the seller·s promise to deliver the same
bundle of benefits/services consistently to
buyers
§

§
 
§
 m




w ñimple
w Memorable

w Easy to pronounce

w Positioning support

w Adopts to local culture

d

m



Àhatever one category flops, it immediately affects the others

Thins out the effect of the brand on the product
 mrand Awareness

An issue of whether a brand name comes to

mind when consumers think about a
particular product category and the ease
with which the name is evoked
À

m

À


w Ability of the buyer to recognize or recall that a

brand is a member of a certain product
category
w The brand should be recognized for the
category they are in.
 À

§ 
À


w me different
w Use ñlogan

w ñymbol

w Publicity

w Event ñponsorship
 mrand Association

The types of associations that come to

the consumer·s mind when
contemplating a particular brand
m

§


w Anything linked in memory of the brand
w Association not only exists but has a level of
strength
w Help retrieve information
w Differentiate and position your product
w Gives reason to buy
w Create positive attitude and feelings
w masis for extensions
m

§



Product
Country / Attribute Intangibles
Customer
Geographic
menefits

Product Class Relative

mrand Price

Lifestyle
Use /
Application
Celebrity/
Person User /
Customer
m



w Àhen a commodity becomes a brand, it is said

to have equity.
w The premium a brand can command in the
market
w The difference between the perceived value
and the intrinsic value

m



mrand Equity

mrand equity can be thought of as the additional

cash flow achieved by associating a brand with
the underlying product or service.
m



Perceived
Awareness Quality

mrand mrand
Loyalty mrand Equity Association

Provides Value
Provides value
to Consumers
to the co.
m

 §








w Reduced marketing costs
w Can charge a higher price

w Can easily launch brand extensions

w Can take some price competition

 §m



§mm

m 
  m 


 §m



§mm

m 
  m 


m

 m

 

^eller (2008) Chapter 2

 §m


w mrand Recall
G Consumers· ability to retrieve the brand from
memory when given the product category, the
needs fulfilled by the category, or a purchase or
usage situation as a cue

w mrand Recognition
G Consumers· ability to confirm prior exposure to
the brand when given the brand as a cue
 §m



w How people process information?

G Àhen decisions are made at the point of

purchase, where brand name, logo, packaging,
and so on will be physically present and visible,
brand recognition would be important

G Àhen decision are made in settings away from

the point of purchase, brand recall would be
more important
 §m



w How to increase mrand Awareness?

G Repeated exposure to increase familiarity

G ñtrongassociation with appropriate product

category or relevant purchase or consumption cue
 §m



§mm

m 
  m 


ñ 
 
 
 

^eller (2008) Chapter 2

 §m



w ñtrength

G{
  
of the brand and the
 
 with which the brand is presented over
time can strengthen the brand association.
 §m



w avourability

G avourable association for a brand are those

associations that are j 
 to consumers,
successfully j 
j by the product, and conveyed
by the supporting marketing program
 §m



w Uniqueness

G Theuniqueness of the brand gives consumers a

compelling reason why they should prefer this
brand than the others
 §m



w How to create mrand Association ?

G mrand positioning strategy which give unique,

meaningful points of differences to the brand to
provide a competitive advantage and a reason why
consumers should buy
m



w Customer-mased mrand Equity (CmmE)

G Itis the differential effect that brand knowledge has

on consumer response to the marketing of that
brand
G A positive CmmE means customer might be more
accepting to the marketing activities (ie. the
marketing mix) for a brand
 §
 m
m




À 
Non-Product-Related
mrand
(e.g., Price, Packaging,
Recognition User etc)
mrand
Awareness
mrand Attributes
Recall Product-Related
(e.g., color, size,
design features)
mrand
^nowledge
Types of
mrand Associations menefits unctional
mrand
Image ñymbolic
avorability,
Overall
ñtrength, and
Evaluation Experiential
Uniqueness of
(Attitude)
mrand Association



d
§

d

unctional Needs

Products that attempt

to fulfill the consumer·s
consumption-related
problems



d

md§

An appeal to
symbolic needs
 

d

An appeal to
sensory pleasure
m


§


mrand equity enhanced by:

w Name awareness
w Positive associations
w Perceived quality

w ñtrong brand loyalty

 
m


Ingredient mranding

w A special type of alliance between

branding partners
w e.g., ´Intel Insideµ
§m


Co-mranding

w Two or more brands enter into a partnership

that potentially serves to enhance both brands·
equity and profitability
w An important requirement for successful co-
branding : ´logical fit between the two brands«µ

m dd
m

w Products from different categories under one
brand
w Dangerous to the brand if the principal brand
fails
w ñometimes the company name is prefixed to
the brand.


 
m


w Product benefits
w Product qualities

w Easy to pronounce

w ñhould be distinctive

w ñhould not have poor meanings in other

languages and countries
m



 
w Line extension ² existing brand name extended to new
sizes in the existing product category
w mrand extension ² brand name extended to new
product categories
w Multibrands ² new brands in the same product
category
w New brands ² new product in a different product
category
w Cobrands ²brands bearing two or more well known
brand names
m
 


w This may be required after a few years to face

new competition and changing customer
preferences
m
 
d


The future of 7up???

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