Brand

Management

Dr. Nesrine ZOUAOUI REJEB

Nesrine.zouaouirejeb@gmail.com

2021 - 2022
 Plan
Chap 1 : Brands and Brand Management
Chap 2 : Developing a brand strategy :
Chap 3 : Designing and implemen=ng Brand marke=ng programs :
Chap 4 : Measuring and interpre=ng brand performance
Chap 5 : Growing and sustaining Brand equity

Course materials :
-  Kevin Lane Keller & Vanitha Swaminathan,. (2020) : « Strategic brand management :
Building, Measuring and managing brand equity », 5th ediWon. Pearson.
-  Heding, Knudtzen & Bjerre,. (2010) : « Brand Management : Reaserch, theory and
pracWce », Routledge ediWon
 Chapter 3 – Designing and implemen=ng Brand
Marke=ng Programs

1- Choosing Brand elements to build Brand equity

2- Designing Marke=ng programs to build brand equity

3- Branding in the digital Era

Chapter 3 – Designing and implemen=ng Brand
Marke=ng Programs

Brand elements, (brand idenWWes), are those trademarkable

devices that serve to idenWfy and differenWate the brand.
The main ones are :
Brand names,
URLs,
Logos,
Symbols,
Characters,
Slogans,
Jingles,
Packages.
Chapter 3 – Designing and implemen=ng Brand
Marke=ng Programs
1- Choosing Brand elements to build brand equity
1-1. Criteria for choosing brand elements

Memorability : Easily recognized / Easily

The marketer’s recalled
offensive strategy
and build brand Meaningfulness : DescripWve / Persuasive
equity. Likability : Fun and interesWng / Rich visual
and verbal imagery / AestheWcally pleasing
Transferability : Within and across product
Play a defensive categories / Across geographic boundaries
role for leveraging and cultures
and maintaining
brand equity Adaptability : Flexible / Updatable
Productability : Legally / CompeWWvely
Chapter 3 – Designing and implemen=ng Brand
Marke=ng Programs
1- Choosing Brand elements to build brand equity
1.2. Brand Names
The brand name is fundamentally important:
ü  Oden captures the central theme or key associaWons
of a product in a compact, economical fashion
Most difficult element for marketers to change:
ü  Closely Wed to the product in the minds of
consumers

It can be three types of names:

ü  Descrip=ve brand name : is simple and direct (Handy
Plast).
ü  Sugges=ve brand name : Oden communicate some
appropriate message about the product in a subtle
manner (Délice)
ü  Freestanding brand name : Conveys less or no
InformaWon immediately to the consumer (Kodak).
Chapter 3 – Designing and implemen=ng Brand
Marke=ng Programs
1- Choosing Brand elements to build brand equity
1.2. Brand Names

Brand name associa=ons :

Word associa*ons : These are words freely associated with
names.
Image associa*ons : These include images sWmulated/
provoked by the name.
Product associa*on : It includes any specific products or
product categories associated with names.
Chapter 3 – Designing and implemen=ng Brand
Marke=ng Programs
1- Choosing Brand elements to build brand equity
1.3. URLs

U R Ls (uniform resource locators) specify locaWons of

pages on the Web.
ü  Commonly referred to as domain names
ü  Owner of a U R L must register and pay for the name
ü  Protects a brand from unauthorized use in other
domain names

A company needs to protect their brands from

unauthorized use in other domain names. Company can:
ü  Sue current owner of the U R L for copyright
infringement
ü  Buy the name from the current owner
ü  Register all conceivable variaWons of its brand as
domain names ahead of Wme
Chapter 3 – Designing and implemen=ng Brand
Marke=ng Programs
1- Choosing Brand elements to build brand equity
1.4. Logos and symbols

Logos :
Visual elements play a criWcal role in building brand equity and brand
awareness:
ü  Indicate origin, ownership, or associaWon
ü  Range from corporate names or trademarks wrihen in a
disWncWve form, to abstract designs that may be
completely unrelated to the corporate name or acWviWes

Symbols:
Nonword mark logos

Benefits of abstract Logo:

•  Easily recognizable
•  Valuable as a way to idenWfy products
•  Abstract logos offer advantages when the full brand name
is difficult to use
•  Unlike brand names, logos can be easily adapted over Wme
Word marks •  For a more contemporary look
Chapter 3 – Designing and implemen=ng Brand
Marke=ng Programs
1- Choosing Brand elements to build brand equity
1.5. Characters

Special type of brand symbol:

ü  One that takes on human or real-life characterisWcs
Introduced through adverWsing:
ü  Can play a central role in ad campaigns and package designs
Chapter 3 – Designing and implemen=ng Brand
Marke=ng Programs
1- Choosing Brand elements to build brand equity
1.6. Slogans & Jingles

Slogans
ü  Short phrases that communicate descripWve or persuasive
informaWon about the brand
ü  FuncWon as useful “hooks” or “handles” to help consumers
grasp the meaning of a brand
ü  Indispensable means of summarizing and translaWng the
intent of a markeWng program

Jingles
ü  Musical messages wrihen around the brand
ü  Catchy hooks and choruses: Become permanently
registered in the minds of listeners
ü  Enhance brand awareness by repeaWng the brand name in
clever and amusing ways
Chapter 3 – Designing and implemen=ng Brand
Marke=ng Programs
1- Choosing Brand elements to build brand equity
1.7. Packaging

ü  AcWvity of designing and producing containers or wrappers

ü  From the perspecWve of both the firm and consumers,
packaging must:
•  IdenWfy the brand
•  Convey descripWve and persuasive informaWon
•  Facilitate product transportaWon and protecWon
•  Assist in at-home storage
•  Aid product consumpWon

ü  The right packaging can create strong appeal:

•  On the store shelf
•  Help products stand out from the cluher
•  Can provide at least a temporary edge on
compeWWon
Chapter 3 – Designing and implemen=ng Brand
Marke=ng Programs
1- Choosing Brand elements to build brand equity
1.8. PuYng all together

ü  Each brand element can play a different role

in building brand equity:
- Marketers “mix and match” to maximize
brand equity
ü  Brand idenWty:
- EnWre set of brand elements
- ContribuWon of all brand elements to
awareness and image

The cohesiveness of the brand idenWty

depends on the extent to which the brand
elements are consistent.
Chapter 3 – Designing and implemen=ng Brand
Marke=ng Programs
2- Designing Marke=ng programs to build brand equity

As firms are dealing with enormous shids in their external

markeWng environments: MarkeWng strategies and tacWcs have
changed dramaWcally

Integrated marke=ng is a strategy for delivering a

unified, holisWc message across all of the markeWng
channels that your brand uses. Integrated markeWng
provides consistency wherever customers choose to
interact with a brand.

Marketers must orchestrate programs to provide seamlessly

integrated soluWons and personalized experiences for
customers that create awareness, spur demand, and
culWvate loyalty.

Experien=al Marke=ng and Rela=onship Marke=ng

Chapter 3 – Designing and implemen=ng Brand
Marke=ng Programs
2- Designing Marke=ng programs to build brand equity
2.2. Product strategy

Perceived Quality
Customers’ percepWons of overall quality or superiority of a product
or service compared with alternaWve and with respect to its
intended purpose

Managing Customers Post-Purchase
•  Product strategies should focus on both purchase and
consumpWon
•  ParWcularly important in the context of e-commerce
•  Processes or programs that can help with managing customers
post-purchase :
è User manuals
è Customer service programs
è Loyalty programs

Sephora is an example of a company that uses its online

community of users to provide customer service.
Chapter 3 – Designing and implemen=ng Brand
Marke=ng Programs
2- Designing Marke=ng programs to build brand equity
2.2. Product strategy

hhps://www.youtube.com/watch?v=IZbAD2ANZN4
Chapter 3 – Designing and implemen=ng Brand
Marke=ng Programs
2- Designing Marke=ng programs to build brand equity
2.3. Pricing strategy

ü  Price is the one revenue-generaWng element of the tradiWonal

markeWng mix.

Consumer Price Percep=ons

ü  Choosing a pricing strategy to build brand equity means
determining :
•  A method for senng current prices, and
•  A policy for choosing the depth and duraWon of
promoWons and discounts
ü  Factors related to costs of making and selling a product and
relaWve price of compeWng product are important determinant
in pricing strategy.
ü  However, firms are punng greater importance on consumer
percepWons and preferences
Chapter 3 – Designing and implemen=ng Brand
Marke=ng Programs
2- Designing Marke=ng programs to build brand equity
2.3. Pricing strategy
SeYng prices to build brand equity:
Many firms are now employing a value-pricing approach to senng
prices and an everyday- low-pricing (EDLP) approach to
determining their discount pricing policy over Wme.

Value-based Pricing : the main objecWve is to uncover the right
blend of product quality, product costs, and product prices
- That fully saWsfies the needs and wants of consumers
- As well as the profit targets of the firm
Successful value-pricing strategy should strike a balance among
-  Product design and delivery : First key to a successful value-
pricing strategy is the proper design and delivery of the
product.
-  Product costs : The second key to a successful value-pricing
strategy is to lower costs as much as possible.
-  Product prices : The third key to a successful value-pricing
strategy is to understand exactly how much value consumers
perceive in the brand and, thus, the extent to which they will
pay a premium over product costs.
Chapter 3 – Designing and implemen=ng Brand
Marke=ng Programs
2- Designing Marke=ng programs to build brand equity
2.3. Pricing strategy

HYUNDAI
Taking a page from the Samsung playbook, Korean upstart automaker Hyundai is trying to do to Toyota
and Honda what Samsung successfully did to Sony—provide an affordable alternative to a popular market
leader. Like Samsung, Hyundai has adopted a well-executed value-pricing strategy that combines advanced
technology, reliable performance, and attractive design with lower prices. Hyundai’s 10-year or 100,000-mile
powertrain warranty programs and positive reviews from car analysts such as J.D. Power provided additional
reassurance to potential buyers of the quality of the products and the company’s stability. Hyundai’s current
Assurance program is centered on a new Trade-In Value Guarantee that preserves the market value of a
new Hyundai by guaranteeing to customers at the time of purchase exactly how much it would be worth
two, three, or four years from purchase date.65 Hyundai has also moved to make pricing more transparent
and to streamline purchasing, in addition to allowing customers to return their cars if the mileage is under
300 miles.66 In this way, Hyundai is certainly ahead of the curve in understanding the importance of pricing
in the overall strategy of a company or brand.

Hyundai has a strong value proposi=on, anchored by its

10-year or 100,000-mile warranty.
Chapter 3 – Designing and implemen=ng Brand
Marke=ng Programs
2- Designing Marke=ng programs to build brand equity
2.3. Pricing strategy
SeYng prices to build brand strategy :

Everyday low pricing :
ü  Means for determining price discounts and promoWons over
Wme.
ü  A pricing strategy used by retailers which promises customers
the lowest prices in their store without having to use a coupon,
wait for a sales event, or take any other acWons to get a
reasonable price on the items they purchase.
ü  Avoids the sawtooth pahern of alternaWng price increases and
decreases
ü  Avoids discounts
ü  Redirect promoWonal give-aways and channel spending toward
lower prices, innovaWon and adverWsing.

In the early 1990s, Procter & Gamble made a well-publicized conversion to

EDLP. By reducing list prices on half its brands and elimina=ng many
temporary discounts, P&G reported that it saved $175 million in 1991 (10
percent of its previous year’s profits).
Chapter 3 – Designing and implemen=ng Brand
Marke=ng Programs
2- Designing Marke=ng programs to build brand equity
2.4. Channel strategy

The manner by which a product is sold or

distributed can have a profound impact on the
equity and ultimate sales success of a brand.

Marketing channels refer to “sets of interdependent

organizations involved in the process of making a
product or service available for use or
consumption.”
Chapter 3 – Designing and implemen=ng Brand
Marke=ng Programs
2- Designing Marke=ng programs to build brand equity
2.4. Channel strategy

Channel design

Direct channels

ü  Selling through personal contacts from the
company to prospecWve customers

ü  Brand equity issues of selling through direct
channels include:
•  Company-owned stores
•  Store-within-a-store
•  Other means may be by phone, mail, or
electronic means
Chapter 3 – Designing and implemen=ng Brand
Marke=ng Programs
2- Designing Marke=ng programs to build brand equity
2.4. Channel strategy

Channel design

Indirect channels
ü  Selling through third-party intermediaries
ü  Agents, wholesalers or distributors, or retailers or
dealers
ü  Retailers tend to have the most visible and direct
contact with customers
ü  Has the greatest opportunity to affect brand
equity
•  Push and pull strategies
•  Retail segmentaWon
Chapter 3 – Designing and implemen=ng Brand
Marke=ng Programs
2- Designing Marke=ng programs to build brand equity
2.4. Channel strategy
Chapter 3 – Designing and implemen=ng Brand
Marke=ng Programs
2- Designing Marke=ng programs to build brand equity
2.4. Channel strategy

Winning channel strategies will be those that can

develop “integrated shopping experiences” that
combine physical stores, Internet, phone, and catalogs.

Nike uses a variety of marke=ng channels. Its

Niketown stores have been very useful as a
brand-building tool.
Chapter 3 – Designing and implemen=ng Brand
Marke=ng Programs
2- Designing Marke=ng programs to build brand equity
2.3. Integrated Communica=on strategy

Marke=ng Communica=on
Means by which firms ahempt to inform, persuade, and remind
consumers about the brands they sell .

MarkeWng communicaWon can contribute to brand equity by:
ü  CreaWng awareness of the brand
ü  Linking points-of-parity and points-of-difference
associaWons to the brand in consumers’ memory
ü  EliciWng posiWve brand judgments or feelings
ü  FacilitaWng a stronger consumer-brand connecWon
and brand resonance
Chapter 3 – Designing and implemen=ng Brand
Marke=ng Programs
2- Designing Marke=ng programs to build brand equity
2.3. Integrated Communica=on strategy
Four Major Marke=ng Communica=on Op=ons

Adver=sing
•  Any paid form of nonpersonal presentaWon and promoWon of
ideas, goods, or services by an idenWfied sponsor
•  Powerful means of creaWng strong, favorable, and unique
brand associaWons and eliciWng posiWve judgments and
feelings
•  Specific effects are difficult to quanWfy and predict
Television / Radio / Print / Direct Response / Place


Promo=on
•  Short-term incenWves to encourage trial or usage of a product
or service. Designed to change the behavior of the trade and /
or consumer.
•  Consumer promo=ons (Customer franchise / Customer non
franchise)
•  Trade promo=ons (Financial incenWves given)
Chapter 3 – Designing and implemen=ng Brand
Marke=ng Programs
2- Designing Marke=ng programs to build brand equity
2.3. Integrated Communica=on strategy

Four Major Marke=ng Communica=on Op=ons

Interac=ve Marke=ng
•  Twenty-first century created a rush of companies moving into
the world of interacWve, online markeWng communicaWons
•  Primary advantage of markeWng on the Web :
-  Low cost
-  Level of detail
-  Degree of customizaWon

Event and experiences
•  Experiences : Focus on engaging the consumers’ senses and
imaginaWon as a part of brand building
•  Event markeWng: Public sponsorship of events or acWviWes
related to sports, art, entertainment, or social causes
•  Range from extravagant sponsorship events to a simple local
in-store product demonstraWon
Chapter 3 – Designing and implemen=ng Brand
Marke=ng Programs
2- Designing Marke=ng programs to build brand equity
2.3. Integrated Communica=on strategy

Brand Amplifiers
•  Efforts made to engage consumers and the public via word-of-
mouth and public relaWons and publicity
•  Amplify the effects created by other markeWng acWviWes
through:
-  Public relaWons and publicity
-  Word-of-mouth
Chapter 3 – Designing and implemen=ng Brand
Marke=ng Programs
2- Designing Marke=ng programs to build brand equity
2.3. Integrated Communica=on strategy

Criteria for Integrated Marke=ng Communica=on (IMC)

Coverage
ContribuWon
Commonality
Complementarity
Conformability
Cost

Using IMC choice criteria
I M C choice criteria can provide guidance for designing
integrated markeWng communicaWon programs
Two key steps are
EvaluaWng communicaWon opWons
Establishing prioriWes and trade-offs
Chapter 3 – Designing and implemen=ng Brand
Marke=ng Programs
3- Branding in the digital era
3.1. Changes in marke=ng and consumer behavior in a digital era

1.  Changes in the consumer decision journey

2.  Sharp increase in buying via online retail channels
3.  Shid in adverWsing and promoWon expenditures
toward digital channels
4.  The rise of many-to-many communicaWons
5.  DramaWc increase in consumer touchpoints
6.  Tremendous increase in data availability
7.  The use of digital personalizaWon
8.  A loss of control over the brand message and the co-
creaWon of brand meaning
9.  The role of user experiences
10.  The growth of brands as cultural symbols
Chapter 3 – Designing and implemen=ng Brand
Marke=ng Programs
3- Branding in the digital era
3.2. Brand engagement

« Customer engagement occurs when customers form

sa6sfying rela6onships based on trust, commitment, and
emo6onal bonding » Pansari and Kumar (2017) .

In an online context, consumers engage in a number of

ac=vi=es that go beyond mere purchase, including cross-
buying, word-of-mouth and referrals, and posWng reviews
and blogging about a brand.

Customer Engagement
Chapter 3 – Designing and implemen=ng Brand
Marke=ng Programs
3- Branding in the digital era
3.2. Brand engagement

Three levels of customer engagement:

Low brand engagement
Moderate brand engagement
High brand engagement

Nega=ve brand engagement

•  Hatred and dissaWsfacWon with a brand : Companies can
redress customer grievances by brand ambassadors
•  Boycohs or social movements
•  Brands are more readily ridiculed and parodied due to
the online nature of the communicaWon
Chapter 3 – Designing and implemen=ng Brand
Marke=ng Programs
3- Branding in the digital era
3.3. Digital communica=on

Paid media
A marketer typically runs paid adverWsing
Sponsoring : Facebook, Google ads, TV, print,
etc..
Owned media
Sources of informaWon for consumers about a
company’s offerings
YouTube channel, WebSite…etc
Earned media
Review sites and reviews posted online typically at no
expense
Social media or blog post
Chapter 3 – Designing and implemen=ng Brand
Marke=ng Programs
3- Branding in the digital era
3.4. Influencer marke=ng and social media celebri=es

Influencer markeWng involves uWlizing key influencers, such
as bloggers, celebriWes, topic experts, and opinion leaders,
to provide informaWon and opinions about products and
brands.

One study reported that audiences exposed to influencer

markeWng spent more than $639,700 compared to an
audience that had not been exposed.

Sponsored bloggers and celebrity influencers can oden

hold greater sway over some consumers than any
adverWser can.
Chapter 3 – Designing and implemen=ng Brand
Marke=ng Programs
3- Branding in the digital era
3.5. Content Marke=ng

“Content marke6ng is a strategic marke6ng approach

focused on crea6ng and distribu6ng valuable, relevant,
and consistent content to a>ract and retain a clearly
defined audience—and, ul6mately, to drive profitable
customer ac6on.”
Content MarkeWng InsWtute

A key difference between content markeWng and

tradiWonal markeWng is that
Consumers typically want to consume the posts
that form part of a content markeWng campaign