CHAPTER 1: A BALANCED PERSPECTIVE ON BRANDS ................................................ 8
1 BRAND DEFINITION ........................................................................................................ 8
1.1 BRAND ELEMENTS .................................................................................................... 8
1.2 CHOOSING BRAND ELEMENTS (IDENTIFY THESE BRANDS) ........................ 8
1.3 THEMES IN BRAND ELEMENTS ......................................................................... 9
1.4 WHAT IS A BRAND ............................................................................................... 9
1.5 TYPES OF BRANDS ........................................................................................... 10
1.6 BRANDS AS STRATEGIC ASSESTS- BRANDASSETVALUATOR-
MEASURES BRAND VALUE .............................................................................. 10
1.7 BRANDS AS STRATEGIC ASSESTS- BRANDASSETVALUATOR-
MEASURES BRAND VALUE .............................................................................. 11
1.8 BRANDS FROM THE PERSPECTIVE OF SOCIETY ......................................... 11
1.9 ORIENTATION TO BRAND BUILDING ............................................................... 11
1.10 THE PURPOSE OF BRAND BUILDING ............................................................. 12
1.11 BRAND LEADERSHIP= BRAND MANAGEMENT .............................................. 12
2 CHAPTER 2: BRAND EQUITY AND BRAND VALUATION ...................................... 13
2.1 BRAND EQUITY: AAKER VS KELLER VS AMBLER ......................................... 13
2.2 BRAND EQUITY .................................................................................................. 13
2.3 BENEFITS OF STRONG BRAND EQUITY ......................................................... 14
2.4 BENEFITS OF CREATING A STRONG BRAND WITH EQUITY ........................ 14
2.5 BUILDING BRAND EQUITY: BRAND EQUITY PYRAMID ................................. 14
2.6 MEASUREMENT OF BRAND EQUITY ............................................................... 15
2.7 BRAND VALUATION ........................................................................................... 16
3 CHAPTER 13: DEVELOPING A BRAND DASHBOARD .......................................... 17
3.1 THE AGE OF ACCOUNTABILITY ....................................................................... 17
3.2 BRAND VALUE CHAIN ...................................................................................... 17
3.3 BRAND TRACKING METRICS AND MODELS – HOW? .................................... 17
3.4 MILWARD BROWN ............................................................................................. 18
3.5 BRANDASSETVALUATOR (BAV): POWERGRID FROM YOUNG &
RUBICAM ............................................................................................................ 18
3.6 THE CONVERSION MODEL FROM TNS ........................................................... 19
3.7 THE PROPHET BRAND EQUITY MODEL FROM PROPHET ........................... 19
3.8 AAKERS TOP TEN MEASURES OF BRAND EQUITY ...................................... 20
3.9 CONCLUSION ON BRAND TRACKING METRICS AND MODELS ................... 20
pg. 2
, 3.10 DEVELOPING A BRAND EQUITY METRIC SYSTEM ....................................... 20
3.11 BRAND EQUITY BE VS CUSTOMER EQUITY CE ............................................ 21
4 CHAPTER 3: BRAND IDENTITY AND DEVELOPMENT .......................................... 22
BRAND DEFINITION: ..................................................................................................... 22
4.1 THE CONCEPT OF BRAND IDENTITY .............................................................. 22
4.2 3 QUESTIONS CRITICAL QUESTIONS ............................................................. 23
4.3 BRAND IDENTITY SYSTEM ............................................................................... 23
4.4 THE PURPOSE OF A BRAND IDENTITY SYSTEM ........................................... 23
4.5 THE PROPERTIES OF THE BRAND IDENTITY SYSTEM ................................ 23
4.6 BRAND VISION ................................................................................................... 24
4.7 BRAND PURPOSE AND POSITIONING STATEMENT ...................................... 24
4.8 BRAND PERSONALITY ...................................................................................... 24
4.9 BRAND VALUES ................................................................................................. 24
4.10 MANTRA AND TAGLINE ..................................................................................... 25
4.11 THE BRAND’S VISUAL AND VERBAL LANGUAGE .......................................... 25
5 CHAPTER 4: BRAND DIFFERENTIATION AND POSITIONING.............................. 26
5.1 TODAYS CONSUMER ........................................................................................ 26
5.2 DIFFERENTIATION AND POSITIONING ........................................................... 26
5.3 NATURE AND IMPORTANCE OF DIFFERENTIATION ..................................... 26
5.4 THE LINK BETWEEN DIFFERENTIATION AND POSITIONING ....................... 26
5.5 THE FOUR STEPS OF POSITIONING ............................................................... 26
5.6 THE FOUR STEPS OF POSITIONING:STEP 1: MAKE SENSE IN THE
CONTEXT ............................................................................................................ 27
5.7 THE FOUR STEPS OF POSITIONING: STEP 2: FIND THE
DIFFERENTIATING IDEA ................................................................................... 27
5.8 THE FOUR STEPS OF DIFFERENTIATION: STEP3: HAVE THE
CREDENTIALS .................................................................................................... 27
5.9 THE FOUR STEPS OF DIFFERENTIATION: STEP4: COMMUNICATE
YOUR DIFFERENCE .......................................................................................... 27
5.10 BRAND POSITIONING ........................................................................................ 27
5.11 ELEMENTS OF A POSITIONING CONCEPTS .................................................. 28
5.12 DEFINING AND ESTABLISHING BRAND MANTRAS ........................................ 28
5.13 POSITIONING GUIDELINES .............................................................................. 28
5.14 DEFINING AND COMMUNICATING COMPETITVE FRAME OF
REFERENCE ....................................................................................................... 29
5.15 CHOOSING AND ESTABLISHING POINTS OF PARITY AND POINTS OF
DIFFERENCE ...................................................................................................... 29
pg. 3
, 5.16 THE PROCESS OF POSITIONING .................................................................... 29
5.17 IDENTIFICATION AND ANALYSIS OF COMPETITIVE BRANDS ...................... 30
5.18 IDENTIFICATION AND MEASUREMENT OF SIGNIFICANT
DETERMINANT ATTRIBUTES ........................................................................... 30
5.19 IDENTIFICATION OF BRAND’S CURRENT POSITION ..................................... 30
5.20 CREATION OF A PERCEPTUAL/POSITIONING MAP ...................................... 30
5.21 DETERNMINATION OF THE DESIRED POSITION OF THE BRAND ............... 31
5.22 SELECTION OF POSITIONING OR REPOSITIONING STRATEGIES .............. 31
5.23 POSITIONING STRATEGIES ............................................................................. 31
6 CHAPTER5: CHOOSING A NAME FOR A STRONG BRAND ................................. 32
6.1 BRAND RELATIONSHIP SPECTRUM ................................................................ 32
6.2 THE MONOLITHIC BRAND STRUCTURE ......................................................... 32
6.3 THE MULTILITHIC STRUCTURE ....................................................................... 33
6.4 REASONS TO USE A HOUSE OF BRAND STRATEGY .................................... 34
6.5 CONSIDERATIONS IN THE CHOICE OF A BRAND NAME .............................. 34
6.6 A CLASSIFICATION OF BRAND NAMES (TYPES) ........................................... 34
6.7 DECIDING ON THE BRAND NAME .................................................................... 35
6.8 REASONS TO CHANGE BRAND NAME ............................................................ 36
7 CHAPTER 6: BRAND CONTACT PLANNING AND MANAGEMENT ....................... 37
7.1 NATURE OF BRAND CONTACT ........................................................................ 37
7.2 BRAND CONTACT PLANNING AND MANAGEMENT ....................................... 37
7.3 THE MINDSET OF BRAND CONTACT PLANNING AND MANAGEMENT ........ 37
7.4 CONTACT COHESION AND THE ROLE OF THE BRAND IDENTITY
SYSTEM .............................................................................................................. 37
7.5 BRAND CONTACT PLANNING PROCESS ........................................................ 38
7.5.1 Phase 1: the brand contact inventory ......................................................................... 38
7.5.2 Phase 2: identifying the primary brand contact patterns ............................................ 38
7.5.3 Phase 3: identifying the most influential points of brand contact .............................. 38
7.5.4 Phase 4: developing a strategy for brand contact cohesion ....................................... 38
7.5.5 Phase 5: developing a management model for brand contact cohesion ..................... 39
8 CHAPTER 7: SUPPORTING BRANDS THROUGH MARKETING
COMMUNICATION.................................................................................................... 40
8.1 MARKETING COMMUNICATION AND BRANDING ........................................... 40
8.2 IMC AND BRAND ORIENTATION ...................................................................... 40
8.2.1 Brand orientation has four components: .................................................................. 40
8.2.2 Brand orientation consists of 6 elements, in the context of IMC: ............................. 40
pg. 4
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller cailindupreez. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $17.63. You're not tied to anything after your purchase.
