1 PRODUCT MEANING & DESIGN. BRAND ACTIVATION Brand activation may be linked to: 2 COMPANY OTHER BRANDS 3 RD PARTY SOURCES EVENTS BRAND AMBASSADORS CHARACTERS.

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Presentation transcript:

1 PRODUCT MEANING & DESIGN

BRAND ACTIVATION Brand activation may be linked to: 2 COMPANY OTHER BRANDS 3 RD PARTY SOURCES EVENTS BRAND AMBASSADORS CHARACTERS COUNTRY-OF -ORIGIN DISTRIBUTION CHANNELS

 Response-type associations  Judgments (especially credibility)  Feelings  Meaning-type associations  Product or service performance  Product or service imagery 3 Leveraging Brand Associations

NIKE

5 Building Customer-Based Brand Equity BRAND BUILDING TOOLS AND OBJECTIVES CONSUMER KNOWLEDGE EFFECTS BRANDING BENEFITS Choosing Brand Elements Brand nameMemorability LogoMeaningfulness SymbolAppeal CharacterTransferability PackagingAdaptability SloganProtectability Developing Marketing Programs ProductTangible and intangible benefits PriceValue perceptions Distribution channelsIntegrate”push” and “pull” CommunicationsMix and match options Brand Activation Company Country of origin Channel of distribution Other brands Endorsor Event Awareness Meaningfulness Transferability Possible Outcomes Greater loyalty Less vulnerability to competitive marketing actions and crises Larger margins More elastic response to price decreases More inelastic response to price increases Greater trade cooperation and support Increased marketing communication efficiency and effectiveness Possible licensing opportunities More favorable brand extension evaluations Brand Awareness Depth Breadth Recall Recognition Purchase Consumption Brand Associations Strong Favorable Unique Relevance Consistency Desirable Deliverable Point-of-parity Point-of-difference

VISA

7 MOTHERS DAY

8 Customer Brand Knowledge Structures THOUGHTS FEELINGS IMAGES PERCEPTIONS ATTITUDES

9

10 CAIMLIN THE ULTIMATE MARKER

11 CLOSE UP

12 CUSTOMER-BASED BRAND EQUITY PYRAMID RESONANCE SALIENCE JUDGMENTS FEELINGS PERFORMANCE IMAGERY 4. RELATIONSHIPS = What about you & me? 4. RELATIONSHIPS = What about you & me? 3. RESPONSE = What about you? 3. RESPONSE = What about you? 2. MEANING = What are you? 2. MEANING = What are you? 1. IDENTITY = Who are you? 1. IDENTITY = Who are you?

13 Salience Dimensions Depth of brand awareness  Ease of recognition & recall  Strength & clarity of category membership Breadth of brand awareness  Purchase consideration  Consumption consideration

14 Performance Dimensions Primary characteristics & supplementary features Product reliability, durability, and serviceability Service effectiveness, efficiency, and empathy Style and design Price

15 Imagery Dimensions User profiles  Demographic & psychographic characteristics  Actual or aspirational  Group perceptions -- popularity Purchase & usage situations  Type of channel, specific stores, ease of purchase  Time (day, week, month, year, etc.), location, and context of usage Personality & values  Sincerity, excitement, competence, sophistication, & ruggedness History, heritage, & experiences  Nostalgia  Memories

16 Judgment Dimensions Brand quality  Value  Satisfaction Brand credibility  Expertise  Trustworthiness  Likability Brand consideration  Relevance Brand superiority  Differentiation

17 COKE

18 Feelings Dimensions  Warmth  Fun  Excitement  Security  Social approval  Self-respect

19 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  Visit web site, chat rooms

20 Customer-Based Brand Equity Model Consumer- Brand Resonance Brand Salience Consumer Judgments Consumer Feelings Brand Performance Brand Imagery INTENSE, ACTIVE LOYALTY RATIONAL & EMOTIONAL REACTIONS POINTS-OF- PARITY & POINTS-OF- DIFFERENCE DEEP, BROAD BRAND AWARENESS

21 EVERYDAY CAR WASH

22 EVERYDAY CAROM

23 EVERYDAY

24 Characteristics of Strong Brands  Understand brand meaning and market appropriate products  Properly position brands  Provide superior delivery of desired benefits  Maintain innovation and relevance for the brand  Establish credibility and create appropriate brand personality and imagery  Communicate with a consistent voice  Employ a full range of complementary brand elements and supporting marketing activities  Strategically design and implement a brand hierarchy