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PRODUCT MEANING & DESIGN

Explore the tools, outcomes, and benefits of brand building, including choosing brand elements, developing marketing programs, and creating brand awareness. Understand the importance of brand associations and activation strategies for building strong customer-based brand equity.

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PRODUCT MEANING & DESIGN

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  1. PRODUCT MEANING & DESIGN

  2. BRANDACTIVATION Brand activation may be linked to: COMPANY CHARACTERS COUNTRY-OF -ORIGIN BRAND AMBASSADORS DISTRIBUTION CHANNELS EVENTS OTHER BRANDS 3RD PARTY SOURCES

  3. Leveraging Brand Associations • Response-type associations • Judgments (especially credibility) • Feelings • Meaning-type associations • Product or service performance • Product or service imagery

  4. 1009 NIKE

  5. Building Customer-Based Brand Equity BRAND BUILDING TOOLS AND OBJECTIVES CONSUMER KNOWLEDGE EFFECTS BRANDING BENEFITS Choosing Brand Elements Brand name Memorability Logo Meaningfulness Symbol Appeal Character Transferability Packaging Adaptability Slogan Protectability Possible Outcomes Greater loyalty Less vulnerability to competitive marketing actions and crises Larger margins More elastic response to price decreases More inelastic response to price increases Greater trade cooperation and support Increased marketing communication efficiency and effectiveness Possible licensing opportunities More favorable brand extension evaluations Brand Awareness Depth Breadth Recall Recognition Purchase Consumption Developing Marketing Programs Product Tangible and intangible benefits Price Value perceptions Distribution channels Integrate”push” and “pull” Communications Mix and match options Brand Associations Strong Favorable Unique Relevance Consistency Desirable Deliverable Point-of-parity Point-of-difference Brand Activation Company Country of origin Channel of distribution Other brands Endorsor Event Awareness Meaningfulness Transferability

  6. 1011 VISA

  7. MOTHERS DAY

  8. Customer Brand Knowledge Structures THOUGHTS FEELINGS IMAGES PERCEPTIONS ATTITUDES

  9. CAIMLIN THE ULTIMATE MARKER

  10. CLOSE UP

  11. CUSTOMER-BASED BRAND EQUITY PYRAMID 4. RELATIONSHIPS = What about you & me? RESONANCE 3. RESPONSE = What about you? FEELINGS JUDGMENTS 2. MEANING = What are you? PERFORMANCE IMAGERY 1. IDENTITY = Who are you? SALIENCE

  12. Salience Dimensions • Depth of brand awareness • Ease of recognition & recall • Strength & clarity of category membership • Breadth of brand awareness • Purchase consideration • Consumption consideration

  13. Performance Dimensions Primary characteristics & supplementary features Product reliability, durability, and serviceability Service effectiveness, efficiency, and empathy Style and design Price

  14. Imagery Dimensions • User profiles • Demographic & psychographic characteristics • Actual or aspirational • Group perceptions -- popularity • Purchase & usage situations • Type of channel, specific stores, ease of purchase • Time (day, week, month, year, etc.), location, and context of usage • Personality & values • Sincerity, excitement, competence, sophistication, & ruggedness • History, heritage, & experiences • Nostalgia • Memories

  15. Judgment Dimensions • Brand quality • Value • Satisfaction • Brand credibility • Expertise • Trustworthiness • Likability • Brand consideration • Relevance • Brand superiority • Differentiation

  16. COKE

  17. Feelings Dimensions • Warmth • Fun • Excitement • Security • Social approval • Self-respect

  18. Resonance Dimensions • Behavioral loyalty • Frequency and amount of repeat purchases • Attitudinal attachment • Love brand (favorite possessions; “a little pleasure”) • Proud of brand • Sense of community • Kinship • Affiliation • Active engagement • Seek information • Join club • Visit web site, chat rooms

  19. Customer-Based Brand Equity Model INTENSE, ACTIVE LOYALTY Consumer- Brand Resonance RATIONAL & EMOTIONAL REACTIONS Consumer Judgments Consumer Feelings POINTS-OF-PARITY & POINTS-OF-DIFFERENCE Brand Performance Brand Imagery DEEP, BROAD BRAND AWARENESS Brand Salience

  20. EVERYDAY CAR WASH

  21. EVERYDAY CAROM

  22. EVERYDAY

  23. Characteristics of Strong Brands • Understand brand meaning and market appropriate products • Properly position brands • Provide superior delivery of desired benefits • Maintain innovation and relevance for the brand • Establish credibility and create appropriate brand personality and imagery • Communicate with a consistent voice • Employ a full range of complementary brand elements and supporting marketing activities • Strategically design and implement a brand hierarchy

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