Brand

Management
Session 3

Customer Based Brand Equity and Brand Positioning

 Key Concpets
• What is Customer Based Brand Equity?
• Sources and Outcomes of Customer-based Brand
Equity
• Key components of Brand Positioning
• Guidelines for developing a good Brand Positioning
• What is Brand Mantra? and how it should be
developed?
Customer Based Brand Equity
 New Concept of Brand Equity (BE)
Brand Equity is defined differently by many but
there is a point of consensus. It is agreed that;
• Brand Equity relates to marketing effects that are
uniquely attributable to the brand
• BE relates to the fact that different outcomes result in the
marketing of a product or service because of its brand
name, as compared to if the same product or service did
not have that name
• Brand Equity concept in marketing - stresses the
importance of the brand in marketing strategies
 Customer Based Brand Equity
• CBBE concept is defined that the power of a
brand lies in what consumers have learnt, felt,
seen and heard about the brand as a result of
their experiences over time

• The power of brand lies in what resides in the

minds and hearts of customers
 New Concept of Brand Equity
There is also agreement about that Branding is about creating
differences
• Differences in outcome - arise from ‘added value’ endowed
to a product as a result of past marketing activities for the
brand
• This value can be created for a brand in many ways
• Brand value can be exploited to benefit of the firm in many
different ways
• BE provides the common denominator for interpreting
marketing strategies and assessing the value of the brand
Customer Based Brand Equity
Benefits of Customer-Based Brand Equity
Branding is a powerful means of securing a competitive
advantage
• Brand experience can last for years and cannot be
duplicated
• Enjoy greater brand loyalty, usage, and affinity
• Predictability and security of demand
• Command larger price premiums on a regular basis, also
during A&Ms
• Creates entry barriers for others
• Receive greater trade cooperation & support
• Increase marketing communication effectiveness
• Yield licensing opportunities
• Support brand extensions 8
Determinants of Customer-Based Brand Equity

Customer is aware of and familiar with the

brand

Customer holds some strong, favorable, and

unique brand associations in memory

9
 Building Customer-Based Brand Equity
• Brand knowledge structures depend on . . .
– The initial choices for the brand elements
– The supporting marketing program and the
manner by which the brand is integrated into it
– Other associations indirectly transferred to the
brand by linking it to some other entities
Marketing Advantages of Strong Brands
Marketing Advantages of Strong Brands
Brand Equity as Bridge….
Making a Brand Strong: Brand Knowledge ….
Brand Image
Sources of Brand Equity
Advantages of Brand Awareness
Establishing Brand Awareness
Creating a Positive Brand Image
Identifying and establishing Brand Positioning
Identifying and establishing Brand Positioning
Segmentation
Nature of Competition
Points of Parity and Points of Difference
Points of Parity and Points of Difference
Points of Parity and Points of Difference
Positioning Guidelines
Positioning Guidelines
 Positioning Guidelines
Choosing Points of Difference
 Positioning Guidelines
Differentiation Criteria
 Positioning Guidelines
Establishing Points of Parity and Points of Difference
 Positioning Guidelines
Establishing Points of Parity and Points of Difference
 Positioning
Establishing Points of Parity and Points of Difference
 Positioning
Straddle Positions
 Positioning
Straddle Positions
 Positioning
Updating positioning Over Time
 Updating Positioning Over Time

NEW Tezdum 190gm Advertising Brief_v2 (October 2012).docx

 Positioning Guidelines
Updating positioning Over Time
 Positioning Guidelines
Developing Good Positioning
 Example of Good Positioning

TVCs\Tapal_mothers_60sec_op_1_high.mpg

TVCs\HERSHEY'S- My Dad.mp4
Example of Confused Positioning

Peek Freans Jam Delight - 25 sec TVC (Launch).mp4

Example of Creative and Clear Positioning Ads

7DAYS Double MAX.mp4

Coca-Cola Hello Happiness.mp4

Defining Brand Mantra
Defining Brand Mantra
 Defining Brand Mantra
Nike Brand Mantra
 Defining Brand Mantra
Disney Brand Mantra
Implementing Brand Mantra