BRAND MARKETING PROGRAMS TO

BUILD BRAND EQUITY

 Customer Based Brand Equity
Brand
Recognition

Brand
Awareness Brand Recall

Brand Favorable
Knowledge
Strong Non Product
Related
Brand Image
Unique Product
Attributes Related
Types of
Association
Functional

Benefits Experiential

Symbolic
Brand Resonance Pyramid
(How to Create a Strong Brand?)
 Brand Positioning
 Brand Identity
 Branding Strategies
 Brand Relationship Spectrum (Brand Architecture)
 Brand Product Matrix

 Brand Hierarchy

 Brand Portfolio Strategy

 Brand Marketing Program

 Build the brand equity

 Enhance brand awareness

 Improve the brand image (brand associations)

 Elicit positive brand responses

 Increase brand resonance

 Marketing in Changing
Environment
 Digitalization and connectivity

 Globalization

 Disintermediation

 Customization

 Industry convergence
 Marketing Program
(To Build brand equity)

 Marketing activities – (innovations in 4 P’s)

 Relationship Marketing

 Experiential marketing

 One-to-one marketing

 Permission marketing
 Marketing is not as Usual
 Identify and share your experience with a brand
that has done a great job w.r.t. relationship
marketing, experiential marketing, one-to-one
marketing, and/or permission marketing.
 Share a bad experience w.r.t above. How brand
can do better.
 Share the unique/differentiated Product,
Pricing, Channel & Promotional strategy of
a brand you own. What are your suggestions for
betterment?
 Experiential Marketing
 A memorable event that a company stages to
engage a customer in an inherently personal way
 Provide the experience beyond the basic
function of product / service
 Value-added  Higher price
 Changing consumer behavior  Higher sales
 Customer Experience
Is the internal and subjective response customers have to any direct
and indirect contact with the company.
 Product Experience: when consumers search for products,
examine/evaluate them
 direct (physical contact) or indirect (advertisement)
 Shopping and Service Experience: when consumer interacts with a
store’s physical environment, its personnel, and its policies and
practices.
 Consumption Experience: when consumers consume and use
products.
 Multidimensional - hedonic dimensions, such as feelings, fantasies, and
fun
 One-to-One Marketing

 Firm adds value by generating rewarding

experiences with consumers
 Creates switching costs for consumers
 Reduces transaction costs for consumers

 Maximizes utility for consumers

 One-to-One Marketing:
Consumer Differentiation
 Treat different consumers differently
 Different needs
 Different values to firm
 Current
 Future (lifetime value)

 Devote more marketing effort on most valuable

consumers (and customers)
One-to-One Marketing: Five Key Steps

 Identify consumers, individually and addressably

 Differentiate them by value and needs

 Interact with them more cost-efficiently and

effectively

 Customize some aspect of the firm’s behavior

 Brand the relationship

 Permission Marketing (Seth Godin)
 contrasted to interruption marketing.
 “Encourages consumers to participate in a long-
term interactive marketing campaign in which
they are rewarded in some way for paying
attention to increasingly relevant messages.”
 Anticipated
 Personal
 Relevant
 Five Steps in Permission Marketing
1. Offer the prospect an incentive to volunteer.
2. Offer the interested prospect a curriculum over time,
teaching consumers about the product.
3. Reinforce the incentive to guarantee that prospect
maintains the permission.
4. Offer additional incentives to get more permission
from the consumer.
5. Over time, leverage the permission to change
consumer behavior toward profits.
 Advantages of these approaches
 Greater Relevance
 Stronger behavioral loyalty
 Attitudinal attachment
 Strong brand imagery
 Develop feelings & brand communities
 Stronger consumer – brand bonds