1. Branding Strategy:
The brand represents the consumer’s perceptions and feelings about a product and its performance. It is the company’s promise to deliver a specific set of features, benefits, services, and experiences consistently to the buyers.
2. Developing a Brand Positioning
Positioning:
• The act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market
• Value proposition
3. Points-of-Difference and Points-of-Parity
3.1 Points-of-difference (PODs)
• Attributes/benefits that consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand.
3.1.2 POD criteria
• Desirable
• Deliverable
• Differentiating
3.2 Points-of-parity (POPs)
• Attribute/benefit associations that are not necessarily unique to the brand but may, in fact, be shared with other brands.
3.2.1 POP forms
• Category
• Correlational
• Competitive
3.3 Choosing specific POPs and PODs
3.3.1 Choosing specific POPs and PODs
• Competitive advantage
• Means of differentiation
• Perceptual map
• Emotional branding
3.3.2 Brand strategy decisions include:
• Product attributes
• Product benefits
• Product beliefs and values
3.3.3. Brand mantras
• Communicate
• Simplify
• Inspire
3.4. Alternative Approaches to Positioning
3.4.1 Brand narratives and storytelling
• Setting
• Cast
• Narrative arc
• Language
4. Brand and Branding
A brand is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.
Branding is endowing products and services with the power of the brand.
4.1 The role of brands
4.1.1 Brands’ role for consumers
• Set and fulfill expectations
• Reduce risk
• Simplify decision making
• Take on personal meaning
• Become part of the identity
4.1.2 Brands’ role for firms
• Simplify product handling
• Organize inventory & accounting
• Offer legal protection
• Create brand loyalty
• Secure competitive advantage
4.2 Define Brand Equity
4.2.1 Customer-based brand equity
• The differential effect brand knowledge has on consumer response to the marketing of that brand
• Differences in consumer response
• Brand knowledge
• Perceptions, preferences, and behavior
• Added value endowed to products and services with consumers
4.2.2 Brand Equity Models
• BrandAsset® Valuator
• Energized differentiation • Relevance • Esteem • Knowledge
• Brandz
• Brand associations: meaningful, different, & salient
• Outcomes: power, premium, & potential
• Brand Resonance Model
4.2.3 Brand equity drivers
• Brand element or identity choices
• Product & accompanying marketing
• Other associations
4.2.4 Brand element choice criteria
5. Designing Holistic Marketing Activities
5.1 Brand contact
Any information-bearing experience (positive or negative) a customer or prospect has with the brand, its product category, or its market
5.2 Managing Brand Equity
• Brand reinforcement --Requires the brand always be moving forward
• Brand revitalization --Almost any kind starts with the product
5.3 Devising a Branding Strategy
Can develop new brand elements for new product
Can apply some of the existing brand elements
Can use a combination of new & existing brand elements
5.4 Devising a Branding Strategy
• Brand extension. • Sub-brand. • Parent brand • Master/family brand
• Line extension • Category extension • Brand line • Brand mix
• Branded variants • Licensed product
