Brands and Brand Management

Brands and Brand Management

• The American Marketing Association (AMA) defines a brand as a name, term, sign, symbol, design, or a combination of these, intended to identify and differentiate goods/services.
• Brand elements are the components that identify and differentiate a brand.
• A brand is a collection of memories consisting of a mental montage of perceptions and emotions.
• These perceptions and emotions are based on usage experiences, media communications (advertising/social media), and conversations.
• A brand lives in the consumer's head.
• It is difficult to manage because perceptions can differ.
• Brands are important to consumers for Social signaling, where a brand represents someone as a person.
• Brands are important to consumers for Quality/Reliability, consumers trusting the brand delivers consistent quality.
• Brands give consumers a sense of community as loyalists are brought together.
• For firms brands are a platform for innovation to innovate and benefit from a known brand name.
• Brands provide the ability to diversify, thus extending brand awareness.
• Brand licensing provides an opportunity for partnership
• Brands have financial value seen in licensing royalties and mergers/acquisitions.
• People cannot physically perceive differences when brand names are absent because brands share points of parity.
• Expectations shaped by brands can change one's perceptions.

Sources of a Brand's Strength (Equity)

• Brand knowledge creates brand equity.
• Brand knowledge is a brand node in memory with linked associations.
• Brand knowledge consists of brand awareness and brand associations.

Relevance of Branding

• Branding is relevant for new products, corporate brands, place brands, and political brands.
• To understand brand knowledge, appreciate product category structure.
• Brands recalled during a purchase is called the consideration set.

Strategic Brand Management Process

• Brand positioning and values are identified and established.
• Brand marketing programs are planned and implemented.
• Brand performance is measured and interpreted.
• Brand equity is grown and sustained.

Brand Positioning and Brand Purchase

• Brand Positioning is connecting a brand to a trigger word/thought in a consumer's head.
• Positioning differentiates a brand in the minds of target customers.
• Successful positioning results in the offering occupying an important and distinct position to target customers.
• Positioning related to the concept of Unique Selling Proposition
• Many choices exist in positioning a product as something like Orange Soda
• Such choices include product attribute, benefit, usage occasions, user types, product category, and competitors.

Brand Associations

• Brand association examples: experiential, functional, or symbolic benefits and non-product or product related attributes.
• Brands can be positioned based on any of these categories.
• A brand focuses on points of difference, not parity, to be successfully positioned.
• Segmentation example: detergents positioned as Tide for "white", Cheer for "whiter than white", and Bold for "bright".
• Carnival cruise line targets young, budget-conscious families who haven't cruised before.
• In contrast, Royal Caribbean targets experienced cruisers seeking an enhanced experience.

Drivers of brand equity

• Regression analysis identifies statistically significant brand strength components.
• Brand strength is greater when a brand is closer to its ideal position on a positioning map.

Brand Identity

• Seven elements define and differentiate a brand: name, logos and symbols, slogans, jingles, packages, websites, and social media pages.
• Six criteria exist when choosing brand elements, memorability, meaningfulness, likability, transferability, adaptability, and protectability.
• Simplicity, ease of pronunciation/spelling, meaningfulness, and uniqueness builds brand awareness.
• Important consumers extract explicit & implicit meanings from a brand name that reinforce an attribute/benefit.
• Linguistic naming rules include Phonetic devices, Orthographic devices, Morphological devices, Semantic devices, or Eponymous Brand Naming Steps
• Pharmaceutical Brands
• Should generate 100+ names
• AI can be used.
• Rank names on positioning fit, memorability, meaningfulness, and likability.
• cannot sound/look like other drugs.
• Cannot be exaggerative or misleading.
• Requires FDA approval.
• Consumer Brands
• Have no restrictions on promotion.
• Can be exaggerative
• Follows trademark law

Logo: Visual Identity

• Visual identity includes logo development, brochures, labeling/packaging, stationery, style guides, and website
• Critical in building brand equity and brand awareness.
• Logos range from corporate/trademark names to abstract designs.
• Color attracts attention and facilitates recall.
• Red can be dominant but overwhelming and is common in food. Orange has properties of red but is not as strong.
• Green is clean and natural.
• Blue is common and conveys optimism.
• Serif fonts convey tradition and trustworthiness.
• Sans serifs are open an friendly. Script is informal.
• Make reading easy and appealing when picking fonts.
• Pair fonts based on maximum contrast, and consider space between letters/lines.
• Headlines should be twice the size of sub headlines, which written text.
• Capital letters are loud; lowercase are approachable.

Mascots/Slogans/Jingles

• Mascots are brand symbols with human or real-life characteristics.
• Slogans communicate descriptive or persuasive brand information.
• Jingles carry musical messages written around the brand.

Packaging

• Packaging identifies the brand, conveys information, facilitates transportation, assists storage, and aids in consumption.
• Packaging can influence taste.

Website

• Websites build brand associations and provide consumer information.
• Relevance, fast loading times, few clicks, convenience, trust, and feedback are key for attracting users.
• Search engine optimization helps a website reach the top of organic search results.
• Search engine marketing bids on words and uses ads to ensure a top search position.

Mobile Marketing

• Features used for search, with constraints of less information, slow typing, fat-finger clicking, slower processor, and slower internet.

App features

• apps bridge digital media, drive physical store traffic, build awareness/WOM, and engage customers.

Email Media

• importance lies in large reach and direct contact, with limitations of spam filtering.

Social Media

• social media offers revolution of connectivity and two-way communication.
• Social listing tools also gives you insight into consumer brand associations.
• Social media's content type, platform culture, user demographics, and followers segment the market.
• The hierarchy of effects with media such as content, websites and email marketing.

Class 4: Brand Personality

• Brand personality consists of human characteristics associated with a brand, including gender, age, and socio-economic class
• Warmth, concern, and sentimentality are considered traits
• Brand is related to cultural archetypes
• Brand personality plays a role in and brand voice.
• Brand identity comes from logos and endorsers who match its personality to predict users. Developing Product Concepts
• Asking "who" and "when" questions
• Brand voice examples include; Virginie slims is feminine, and apple is young, nike is athletic.
• Rover traits: high scores of stable,urban and tense Rover traits, low scores of rural,delicate and relaxed - so the recommendation is to find a rover endorser that posses similar qualities as its overall brand.
• A product idea can be turned into several concepts Positioning Three Concepts
• Ex food compant has a new powder. The food companys must ask: Who will be the consumer (young, middle, elder age or infants) When will the product be consumed by the consumer (Breakfast, Mid morning, Lunch, Dinner, Evening) What are the primarly benefits. (nutrition/taste)
• effective and negligable has pvalues
• Attack the case in the new product
• A product idea can be turned into several concepts

Class 5: Advertising & Promotion

• Message strategy should be selecting a position by using regression coefficents
• Effective, Gentle seem like important attributes to take note of when making ads but gentleness is most important.
• The post usage preferance of the new attact product is that the expectations where not filled.
• Problem can be fix with: position the product higher for the most effective pain killer.
• Tylenol is too gentle

Advertising

• Must use the concepts of marketing segments
• Needs to be more effective
• The most success ful way to launch new products

Product Life Cycle

• Launch new products (increase strength associations & increase preference)
• Stustain (reminder campaign)
• Declining in product (reposition)

Media Habits

• People dont consume media to watch ads
• They consume media to watch news, entertainment, and friends & family.
• The most successful type of brands are the new ones on the market & service.
• Requires highest level of media support 3 Steps of Selecting Media: -Product & category, Brand & cycle Stages, and Media Habits
• Product & category- insurance and weightloss are pharmaceuticals.
• Three type of factors when selecting media. -B2B. whole team goes and selss

Social Media & the Brains

• Consumers tend not to pay attention to ads. we do receive less than 99% in what we perceive.
• We skip ads when shoved upon us
• Advertising is communication to help brand.
• Awareness position makes consumer pick our brand.

Brand Identity

• brand identity, brand awareness, cognitive vs emotional appeal, the story the brand is trying to communcate
• Define segments, select position , select media, message.

Marketing Strategy

• We brand what we benefits
• Product attributes what we think about

Aflac

• Improve brain awareness

Goal of Advertising

• To communicate the benefits over attributes like the faster speeds.

California Milk

• Got consumer think of healthy

SUV

• A key consumer that drives sales to consumer is that its Emotionals over rational benefits.

Brand building and advertising

• If selling the product put yourself in there shoes.
• Be different from other brands.
• What we say about our brand to others what can to get
• Benefit and brand a part of what we are advertising.

Positioning

• To show or advertising benefits
• The brands can be built with attributes

Color psychology

11 elements

• Pick attracts attention and facilitate call
• Pink - is feminine
• Softwear for logo. and font
• Select headlines
• How we render the fonts. devices mobile. And pc.
• Font psychology
  • Convey emotions

Primal Marketing

• Most catch slogans
• Tagline is used to communicate the benefits to the brand
• Jingles Audio & visual senses Good packaging Apple the gold standard of packaging. Websites build brand associations Good landing page where reach from the search you need to be top of Google. Need to relevance. loading.

Brand personality

• all three websites, media, and slogans.
• AESTHETIC, we try to design brands to inter
• How we think
• traits like warmth

Nike Apple

• Virgin slimms
• Brand press play a role
• Brand langue is development from its voice
• Rover cars like is tested.

Brand Endorsment

• Position brands to see whos more better

Brand Communication

Brand awareness

• is boring
• Its gives its voice.

Explore brands as defined by the American Marketing Association: a combination of name, term, sign, symbol, or design, intended to identify and differentiate goods/services. Learn about brand elements, perceptions, emotions, social signaling, quality/reliability, community and innovation.