Professional Documents
Culture Documents
Brand resonance- strong brand & consumer connect, throusage & experience
Strong resonant brands- increased loyalty & decreased vulnerability to competition
Brand challenge- ensure right customer experiences to create right brand knowledge
Brand equity- customers develop differential towards brand hence prefer it over others
Understanding differential helps interpret the past, design effective future programmes
!
Building resonance involves a series of steps
Identity- Who are you- consumers begin to understand what a brand stands for, means
Meaning- What are you- consumers link in/tangible association, understand PoD/PoP
Response- What about you- judge brands on credibility, expertise & trustworthiness
Relationships- What about you & me- How to connect, create intense, active loyalty
Building blocks- structure to build brands with customers
Salience- consumers brand recall in a purchase situation- depth & breadth of brand awareness
Performance- What a brand does to meet customers' functional needs- intrinsic properties
Imagery- Think abstractly than physically about brand, intangibles- extrinsic brand properties
Judgments- Customer brand evaluation (performance+ imagery association)- brand opinions
Feelings- emotional brand response/ reaction (mild/intense; +/-, or experiential / enduring)
Experiential feelings (warmth, fun and excitement)- immediate & short-lived
Enduring feelings (sense of security, social approval, self-respect), private, of day-to-day life
Resonance- Intense, active loyalty- customers feel a connect to brand, will miss it if it went away
Nature of relationship, extent to which customers feel they are in sync with a brand
Behavioural loyalty- repeat purchase rates
Attitudinal attachment- intensity or depth of psychological bond customers have with a brand
Active engagement- level of activity engendered by this loyalty
Sense of community- extent to which customers seek brand info, events, loyal customers
physical
brand
was a
What
cold,
smart?
design
affects
factors,
Physique
Personality
Reflection
Consumer
mentalisation
Internal mirror, consumers attracted to brands where they see own traits
Self image, how the targeted identifies brand wrt self, inner relationship
Nike- athletic, sporty, Enfield Bullet- armed forces
Relationship
Culture
Nike
Adidas
Relationship
Sponsorship, ethics
Reflection
Personality
Culture
American, Just Do It
European, traditional
Self-Image
Cool, trendy
Competitor, competent
External Physique
Internal
Nike
Adidas
Picture of Sender
Re lationshi p:
Sponsorship,
ethi cs
Culture:
American,
Just do It!
Reflection:
Aggressive,
provocative,
in-your-face
Se lf-Image:
Cool, I am an
Athlete
Picture of Recipient
Internalization
Personal ity:
Like Jordan,
Woods
Externalization
Externalization
Physique:
Sports and
fitness
Picture of Sender
Physique:
Sports and
fitness
Personal ity:
Tradi tional , conservati ve, collective
Re lationshi p:
Quali ty and
heritage
Culture:
European,
Traditional
Reflection:
true sportsmanship, A good team
player, strong work
ethic
Se lf-Image:
Rel ates more to
competing t han t o
winning
Internalization
Promo strategy
Picture of Recipient
Key differences between the two companies are at the cultural and the self-image level.
Adidas stands for European culture, traditional, conservative, collective & competent
Nike symbolises American way: individual & aggressive- Michael Jordan, McEnroe
Adidas connected to positive emotions, more to competing than to winning
Adidas- challenging oneself is exciting; winning is reward, not reason for playing well
Adidas personality reflects true sportsmanship, good team player & strong work ethic.
Nike has a cool attitude, You dont win silver, you lose gold, winning is paramount
7 Brand Architecture
An organizing structure, family tree or hierarchy of the brand portfolio that specifies brand roles
and the nature of relationships between brands and sub brands (Aaker & Joakimsthaler)
Brand architecture is like a soccer team with the football pitch as the market map, and each football
player as a brand playing a major, minor or support role. Hence individual players/brands will
benefit from identity and communication programs
The ideal portfolio
Source: Designing brand architecture (Davidson, 2002, portfolio managing matters. Brand Strategy pp 28-29)
Objectives of brand architecture are- creating effective & powerful brands, allocate brand
building resources, create synergy, clarity of product offering, leverage brand equity, and provide
platform for future growth.
!
Brand portfolio- all brands, subbrands, cobrands; add /extend/ delete brands
Portfolio roles of each brandStrategic Role- important source of future profits/vision- Virgin Air, Tata indicom
Linchpin Role- brand provides key basis for customer loyalty. First Citizen Club for Shoppers
Stop, J&J baby range
Silver Bullet- brand positively influences image of another brand- IBM Thinkpad boosted
public perceptions of IBM, Nano of Tata Motors
Cash Cow- significant customer base may not require high level of investment but generates
funds to be invested in strategic, linchpin, silver-bullet brands. Parle G, Nivea Creme
Brand hierarchy tree for Indian Hotels- Taj Hotels, hallmark of luxury and service
But Taj tag was on every group hotel, guests were confused what brand Taj stood for?
Differentiated by quality & service standards , hive off hotels not fitting architecture
!
Exercise- clarify relationships among brands by drawing a brand family tree.
Specify the Product-Market context of each brand
Endorser brands- Brand endorsed by parent or corporate brand where parent brand is identified
with the brand, but, endorsed brand is given greater visual weight than parent brand. The
corporate/parent brand lends credibility or assurance to endorsed brand without overpowering it
with its own associations. Cadburys Dairy Milk / Five Star. Xylys, Swiss Made- Brought to
you by Titan
Subbrand- A new brand combined with a product or corporate brand. The subbrand can make the
parent brand more vital and relevant to a new consumer segment or within a new product
category. Ford Ikon- Flair, Hyundai Getz- Prime, Gillette Sensor Excel
Benefit brands- branded features, components, or services that augment the brand offeringMaruti Ritz with Kappa engine
Cobrands- combine your brand with brand/s from another firm to create a unique offeringCitibank-Jet Platinum credit cards or highlight an ingredient of another firm in your brand
communication- HP laptops with MS Office or Intel inside, Dolby system in Multiplexes,
Teflon coating in Pans, Carl Zeiss in mobile cameras
Titan Brand Architecture
!
House of Brands or Branded House
Branded House
House of brands
Co
rpo
rat
e
Do
mi
na
nt
Brand Type
Example
Strategic Rationale
Corporate
brand
Heinz
GE
Sony, Tata,
Reliance, HP
Master
brand
BMW
Mont Blanc
Nokia
Licensed
brand
Calvin Klein,
Disney
Tommy Hilfiger
Parent brand
Godrej, Videocon
Mi House
xed brand (family
Br brand)
an
ds
Br
an
d
Do
mi
na
nt
Tata, Amul
Dual
brands
(family /
endorser
brands)
Cadbury- 5 Star
Gillette- Mach3
Ford-Ikon
Tata Indica
Co-brands
(ingredient
brands)
Intel inside
Teflon coated
Dolby system
Product/Mono
brands (single
brands)
Rexona, Crocin
Nivea, Axe
Sub Brand
Brand Extension
Extend existing brand to new products, services, or consumer segments
Existing brand + new brand, new brand is called subbrand
If executed well, brand extensions broaden and clarify brand meaning, if not, dilute or confuse
brand meaning. Kingfisher (Beer to Airlines) and Amul (Milk & Foods).
%LDevising the Branding Strategy
NPL 3 choices: Develop new brand elements for new product, apply some of its existing brand
elements, use a combination of new and existing brand elements
Brand extension- use an established brand to introduce a new product-Gillete Sensor
Sub-brand- new brand combines with an existing brand- Gillete Sensor Excel
Parent brand- the existing brand which gives birth to a brand extension- Gillette
Family brand- Parent brand already associated with multiple products through brand extensions.
Cadbury
Br
an
d
na
Old
m
e
New
Product category
Old
New