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Chapter 3 465

MKT 465 class lecture

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21 views

Chapter 3 465

MKT 465 class lecture

Uploaded by

azmyen.chowdhury1128
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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• Chapter 3

Brand Resonance
and Brand Value
Chain
4. RELATIONSHIPS =
What about you and me?

3. RESPONSE =
What about you?

2. MEANING =
What are you?

1. IDENTITY =
Who are you?
Sub-Dimensions of CBBE
Pyramid
LOYALTY
ATTACHMENT
COMMUNITY
ENGAGEMENT

WARMTH
QUALITY FUN
CREDIBILITY EXCITEMENT
CONSIDERATION SECURITY
SUPERIORITY SOCIAL APPROVAL
SELF-RESPECT

PRIMARY CHARACTERISTICS & USER PROFILES


SECONDARY FEATURES PURCHASE & USAGE
PRODUCT RELIABILITY, DURABILITY SITUATIONS
& SERVICEABILITY PERSONALITY &
SERVICE EFFECTIVENESS, VALUES
EFFICIENCY & EMPATHY HISTORY, HERITAGE
STYLE AND DESIGN & EXPERIENCES
PRICE

CATEGORY IDENTIFICATION
NEEDS SATISFIED
Resonance
• Intense Active Loyalty
•Apple Lifestyle &
Communities
• Apple Collectors/ Aficionados
Judgments
• High Quality (Precision &
Engineering)
• Innovation • Cutting Edge Feelings
Technology • Social Status • Customer
• Quality at the premium price Satisfaction • Feeling Proud,
• Product Centric Comfortable, Satisfied

Performance
• Greater Support for Multi Imagery
Tasking •Smooth User Experience • Human Silhouette • White
• User Friendly • Speed • Exclusivity • Shell Shape •
Performance Translucent Pearl White
• Unique Operating System • •Steve Jobs
High Price
• Serviceability • Long Lasting Salience
APPLE – THINK DIFFERENT
Ipod, Macbook, Ipad, I Tunes
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.
Brand Performance
Dimensions
• Primary characteristics and
supplementary features
• Product reliability, durability, and
serviceability
• Service effectiveness, efficiency, and
empathy
• Style and design
• Price
Imagery Dimensions
User profiles
• Demographic and psychographic characteristics:
• Group perceptions—popularity: Ipod: If you don’t have one, you’re a
loser
• Type of channel, specific stores, ease of purchase
• Time (day, week, month, year, etc.), location, and context of usage
Personality and values
• Sincerity, excitement, competence, sophistication, and ruggedness
History, heritage, and experiences
• Nostalgia
• Memories
Purchase and usage situations
Nostalgia/Memories
Examples Brand
Personality
 Sincerity

 Excitement

 Competence

 Sophistication

 Ruggedness
 Sincerity

 Excitement

 Competence

 Sophistication

 Ruggedness
Examples Brand
Personality  Sincerity

 Excitement

 Competence

 Sophistication

 Ruggedness
Examples Brand Personality 
Sincerity

 Excitement

 Competence

 Sophistication

 Ruggedness
Judgment Dimensions

•Brand quality
• Value
• Satisfaction
•Brand credibility
• Expertise
• Trustworthiness
• Likeability
Feelings Dimensions

• Warmth
• Fun
• Excitement
• Security
• Social Approval
• Self-respect
Resonance Dimensions

•Behavioral loyalty
• Frequency and amount of repeat purchases
•Attitudinal attachment
• Love brand (favorite possessions; “a little pleasure”)
• Proud of brand
•Sense of community
• Kinship
• Affiliation
•Active engagement
• Seek information
• Join club
2.22
• Visit website, chat rooms
The Brand Value Chain
Value stages
Marketing Program Investment
• Any marketing investment that can contribute to the
value of the brand.
• Its success is enhances by the multipliers

• Clarity: How understandable is the program


• Relevance: How meaningful is the program
• Distinctiveness: How unique is the program
• Consistency: How cohesive or integrated is
the program
Customer Mind-set
 Awareness: The extent to which
customers recall and recognize the brand.
 Associations: Strength, favourability and
uniqueness of perceived attributes of the
brand
 Attitudes: Overall evaluations of the
brand
 Attachments: Degree of loyalty customers
feel towards a brand
Adherence
Addiction
 Activity: Extent to which customers use
the brand, talk about it, seek out
information, promotions and so on
Customer Mind-Set
 Awareness

 Associations (Image)

 Attitude (Intention;
Acceptability)

 Attachment (Loyalty; Addiction)

 Activity (WOM)
27
Marketplace conditions multiplier
Competitive superiority: how effective are
the marketing investments of competing
brands
Channel and other intermediary support:
how much brand reinforcement and selling
effort is being put forth by the marketing
partners
Customer size and profile: what types of
customers are attracted to the brand
Market Performance
 Price Premiums and Elasticity
 How much extra are consumers willing to spend on the product because of
the brand?
 Effect of price on demand

 Market share
 Whether marketing programs are increasing sales
 Brand Expansion
 Brand extensions become easier
 Adds enhancements to revenue systems
 Cost Structure
 Reduced Marketing Expenditure????
All efforts are likely to be more effective
Same effectiveness can be achieved at lower cost
 Brand Profitability
Investor sentiment
multiplier
•Market Dynamics
• Interest rates, supply of capital
•Growth Potential
• Prospects of brand
• Prospects of industry
• PEST
•Risk Profile
• How vulnerable is the brand
•Brand Contribution
• How important is the brand to the firm’s
portfolio

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