Define brands from a managerial perspective?
a distinguishing name and/ or symbol to identify the goods or services from one seller or a group of sellers and to differentiate these goods from competitors.
Aaker 1991
What are the functions of a brand?
help to identify preferred product
reduce perceived risk
helps consumer form relationship
identify with personality
represent values
brand identity prism
Physique
perosnality
culture
relationship
customer reflection (outward)
self image
What are the three brand Ps?
brands are Promises which frame the way they’re Positioned in the minds of stakeholders and their expectations. Ideally the expectations match the promises which are realised and experienced through brand Performances.
Fill (2013)
What is the difference between brand identity and brand image?
the marketer constructs the brand identity. What the audience perceives is the brand image, which is affected by media, the competition etc.
Kapferer 1997
Explain the concept of customer based brand equity.
Based on Keller (2003): form of pyramid
basis is brand salience
then brand performance and imagery build basis for
consumer judgements and feelings respectively
top of pyramid: consumer brand resonance
Some creative ways to create a brand.
Anthropomorphic Marketing (Meerkat)
Content marketing (entertain, educate, inspire, convince)
Storytelling
Co-created storytelling
What are the key brand concepts?
Likes can be improved by
Use of photos of humour
Promote heavily
Politely ask for likes
Connect Brand to human emotions
Malthora and See, 2013
Consumer touch points changing
Edelmann, 2010
Consideration, Evaluation, Purchase, Enjoyment & Bonding
Customers are finding new ways to make connections to products and brands
Understand how important social media is to connect with consumer
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