2. Brand Management
Loyalty
Brand-based price premium
Shareholders’ returns
Clarity on internal focus and brand execution
High loyalty leads to ignoring small mistakes
Attract resources
Brands as assets
3. Brand Asset Management
Developing a brand vision
Elements of a brand vision
Determining your brand picture
Crafting a brand-based customer
Determining your brand’s image Creating your brand’s contract
model
Developing a Brand Asset Management Strategy
Communicating Leveraging your
Positioning your Extending your Pricing your brand
your brand’s brand to maximize
brand for success brand at a premium
positioning channel influence
Supporting a Brand Asset Management Culture
Measuring your return on brand investment Establishing a brand-based culture
4. Brand Vision
Clear direction for the brand in helping the
company achieve its long-term strategic and
financial growth goals.
Corporate vision-what the company is all about, its
customers and unique benefits
Brand Vision-how the company plans to leverage its
brands to reach the corporate vision and objectives
5. Purpose of establishing a brand vision
Pull in senior management’s support and
commitment
Continuous research
Stakeholders are aware
6. Brand’s vision components
Statement of the overall goal of the brand
Target market
Point of differentiation
Financial goals
7. Brand Vision Elements
Trademarkable devices that serve to identify and
differentiate the brand
-brand name, logos, character, spokespeople,
slogans, jingles, packages, URLs, and signage
Criteria for choosing brand elements
Memorability
Meaningfulness
Likability
Transferability
Adaptability
protectability
8. Choosing Brand names
Central theme Compounds
Key association Classical
Easy to pronounce and Arbitrary
spell fanciful
Meaningful
Distinctive
Descriptive (functions)
and suggestive (benefits)
9. Other brand elements
Logos Jingles
Characters Packaging
slogans URLs (significant brand
recall)
10. Brand Identity
Brands undergo changes. But the DNA remains the
same.
Company Brand Customer
Brand Identity Communication Brand Image
Competition;
Mimic noise
Opportunism
idealism
17. Brand Identity-name and brand characters
Brand identity is a unique set of brand
associations that the brand strategist aspires to
create or maintain. These associations represent
what the brand stands for and imply a promise
to customers from the organization members.
18. Brand Identity Perspective
Brand as a product
Brand as an organisation
Brand as a person
Brand as a symbol
19. Brand as Product-product related associations
The product scope-associations with a product class
Product-related attributes-specific attributes
Quality/value- identity linked to core quality
Associations with Use occasion
Associations with users
Link to a country or region-heritage & culture
20. Brand as Organization
Attributes of the organization to the brand
More enduring & resistant to competitive claims
Set of product classes
Brand as a person-brand personality/human traits
Brand as symbol-visual imagery, metaphors
(Energiser bunny, LIC) & the brand heritage
(KSRTC)
21. The Identity Structure
Core Identity
-soul; fundamental
beliefs and values
-consistent in
different markets and
times
Extended Identity
-elements that provide texture
and completeness.
-tagline and personality
23. Leveraging Secondary Brand Knowledge
Other Brands-
alliances, ingredients, company, extensions
People Brand Places
-employees -country of origin
-endorsers -channels
Things- events, causes, third-party
endorsements, satisfaction
indexes, surveys, organizations and associations
24.
25. Brand Image
Zaltman Metaphor Elicitation Technique (ZMET):
Brand Image development
a research tool that uses visual and sensory images to
help better understand the meaning of brands.
employs qualitative methods to elicit the
metaphors, constructs and mental models that drive
customers' thinking and behavior, as well as
quantitative analyses to provide data for marketing
mix decisions and segmentation strategies.
26. ZMET-Procedure
A total of 25 customers typically are recruited to participate in a
project. After qualifying for participation in a project (based on
screeners), customers are given a set of instructions and
guidelines about the research topic, eg., a brand name, a service
concept, product use, or product design. They are instructed to
take photographs and/or collect pictures from
magazines, books, newspapers or other sources that indicate
what the topic means to them. Customers are provided with a
camera, and a personal interview is scheduled approximately
seven to ten days hence. The personal interview involves a
guided conversation which we believe yields more valid, more
reliable and, importantly, more relevant insights than
traditional structured interview approaches (see McCracken
1988; Mishler 1986).
27. Using ZMET for image construct
Alice, one of the customers was asked to take and/or collect pictures
of what "Tide" meant to her.
Alice, a young mother, collected 14 images. After completing Step 1
(storytelling about each picture), the interviewer asked Alice if there
were any pertinent images that she had not been able to collect
(Step 2). Alice indicated that she would have liked to take a
photograph of a pig sty, noting that she wondered if "Tide" would be
able to "clean a dirty pig." In Step 3, Alice sorted her images into
three groups: comfort, freshness, drudgery.
In Step 4, the interviewer randomly selected three of Alice's
pictures, and asked her, "How are any two of these three pictures
similar to each other and different from the third." This surfaced
two constructs: unpleasantness and freshness. The
interviewer, using the laddering process, helped to elicit additional
constructs and their relationships. After Alice's explanation, the
interviewer continued to randomly select three pictures and
question Alice until no new constructs were elicited.
31. This logo was created for a puzzle game called Cluenatic. It involves
unraveling four clues. The logo has the letters C, L, U and E
arranged as a maze. From a distance, the logo looks like a key.
32.
33. The below two are magazines from the Readers Digest. It attempts
to communicate what it is about figuratively.
34. The arrow represents speed and precision which are the
positioning elements of the company
35. This logo of a hairstylist brings the cheeky humour to the
dressing table.
