1. Branding and Positioning

2. Elements of Brand Equity Awareness –Recognition –Recall Associations Perception of Quality Loyalty –Relationship –Installed base –Distribution equity

3. Brand effects on Buyer Behavior Problem Recognition Information Search Brand might suggest a solution Brand in evoked set Search on known brands only Brand is more credible Loyalty

4. Brand and Consumer Decision Process, continued Evaluation of Alternatives Choice and Purchase Post-purchase Evaluation Enduring beliefs and feelings about brand Choice of known brands when there’s no other info Trust of purchase process for known brands Benefit of the doubt to known brands

5. Brand Associations Brand has right product for some purpose Credibility Assurance of quality Assurance of continuing support Assurance of “no nasty surprises”

6. Associations Brand +assoc assoc “I think I like it.”

7. Brand Elements Elements – Brand name Logo Symbol Character Packaging Slogan Maintain Consistency General criteria Memorability Meaningfulness Transferability Adaptability Protectability

8. Positioning Perceived Position (in the mind of the Prospect): For a product/market Relative to competition On important benefit or attribute dimensions

9. Relationship to Brand Image Associations emphasized for a target segment Temporary Becomes part of the overall set of associations

10. Simple Concept; Difficult to Execute Only partly influenced by vendor, since it is in the mind of the prospect Multiple audiences see the same message Other parties involved: competitors, channels, media, luminaries all doing their own thing

11. Criteria for Good Positioning Based on good products or services Distinctive from competitors Benefit based

12. The Law of the Opposite “If you are shooting for second place, your strategy is determined by the leader” –Discover what the essence of the leader is and present the prospect with the opposite (or a good alternative)