Professional Documents
Culture Documents
Main theses
1. Brand problem is relevant solely in
products world;
2. Brand is a relational reality created to
identify, differentiate and overvalue a
(class of) product;
3. (Customer-based) brand equity is the
differential effect of brand knowledge on
consumer response to the marketing of the
brand;
4. PR practitioners can improve brand equity
by timeliness, adaptability, credibility, cost
efficiency, mobility, versatility, penetrating
What is a product?
anything offered to a market for
attention
buying
use
consumption etc.
Non products
I make a romantic
dinner for my wife;
I care for my ailing
grandmother-in-law;
My friend, Alex, help
me to repair my car;
Two lovers kissed
good-bye at the
station.
Classes of products
physical goods: bread, car, clothes, etc.
services: haircut, higher education, erotic
massage, etc.
persons: Barack Obama, Lionel Messi, Jef
Geeraerts, etc.
organizations: EU, Opus Dei, UAIC, etc.
places: Skive, Bukovina, Vlaanderen, etc.
ideas or ideologies: immortality of the
soul, right to discriminate, libertarianism,
etc.
etc.
Kotlers 5 levels to a
product
Core benefit
Generic product
Expected product
Augmented
product
Potential product
a marketing tool
a toy in the play room of PR practitioners
a fresh way to tell an organization's story
a retail approach to package business
issues
an unmistakable symbol for products and
services
a consistent holistic pledge made by a
company
the face a company presents to the world
Ultimately, brand
is not solely a physical symbol (name, logo,
colors, design, etc.) or a physical product;
is not solely a noetic object (added
perceptions, intangible attributes, mental
associations, etc.);
but
is a mixture of tangible and intangible
things created to identify, differentiate and
overvalue a (class of) product
As a relational reality, a brand can be
created, protected, changed, improved, but
not sold as a whole.
brand semiotic
invariants
branded
products
Branded
products
Brand Ingredients
Brand Name & heritage
Packaging (structure & graphics) &
signage
Brand symbols, properties and logos
Perceived quality, reliability & convenience
Defined level of satisfaction
Meaningful (premium) price/value
relationship
Purchase & usage experiences
Consumer perceptions, attitude &
behaviors
Emotional associations with the product
BRAND POWER
Brand
weight
Brand
length
Brand
depth
Brand
breadth
Brand vision
It is not a goal, an intention, a plan or
a strategy to be the best,
but
It is an understanding of what you
can be the best at.
Avision statementoutlines what
the organization wants to be, or how
it wants the world in which it
operates to be.
Brand
Loyalty
Name
Awareness
Perceived
Quality
Brand
Association
s
Other
Proprietary
Brand Assets
Brand Equity
interpretation or processing of
information
confidence in purchase decision
use satisfaction
assignment of responsibility to
maker
search cost reducer
prices or margins
trade leverage
risk reducer
competitive advantage
simplicity of handling or tracing
legal protection of unique
features
(Customer-based) brand
equity
is the differential effect of brand
knowledge on consumer response to the
marketing of the brand;
occurs when the consumer is familiar with
the brand and holds some favorable,
strong and unique associations in memory.
Brand knowledge
an associative
network memory model
Brand
knowledge
Brand recall
Brand recognition
Types of brand
associations
Brand image
Attributes
Benefits
Attitudes
Definitions (1)
Brand awareness = salience of a brand;
consumers abilities to identify the brand
with a specific product category
Brand recall = consumers ability to
retrieve the brand from memory when
given the product category as a cue
Brand recognition = consumers ability to
recall previous exposure or experience
with the brand
Definitions (2)
Brand image = perceptions about a brand
as reflected by the brand associations held
in consumer memory
Attributes = descriptive features that
characterize a product
Benefits = what consumer think the
product can do for them
Brand attitudes = consumers overall
evaluation of a brand
Clarifications
It is difficult to create a favorable
association for an unimportant attribute;
The strength of associations depends on
how the information enters consumer
memory (encoding) and how it is
maintained as part of the brand image
(storage);
Unique selling proposition gives consumers
a compelling reason for buying a particular
branded product.
PR main goals
presenting the [favorable] public face of
an organization or individual (Jacquie L
Etang)
building a convenient framework on
organization/ organization-stakeholders
relationship/ brand etc. meaning
negotiation
creating semiotic added value
PR functions
creating trust, comprehension and sympathy
arousing attention, interest and needs
creating, cultivating or preserving
communication and relationships
creating mutual understanding and agreement
articulating, representing and adjusting
interests
influencing public opinion
resolving conflicts
creating consensus
PR tools
(favorable) news
publicity/ positive
media coverage
special events
written materials
audiovisual materials
corporate-identity materials
sponsorship
direct (engaging, robust, compelling, and
memorable) experience
valuable endorsement
PR activities
establishing and maintaining contacts with
stakeholders
investigating aspects regarding the
relationship organization-stakeholders
message writing and editing
initiating and cultivating press relations
client counseling
organizing special events
preparing public lectures
creating some communication products with
the aid of typographic, photographic or
multimedia means
professional training
PR practitioners
stimulate providers and consumers of
branded products to transact cultural
meanings
so
Brands become meaningful to consumers;
and
They are associated with a certain level of
quality, credibility, trust and satisfaction in
the stakeholders mind.
Bibliography
Aaker, David (1991). Managing brand equity. Capitalizing on the value of a
brand name, The Free Press, New York
Drobis, David (1993). Building brand equity with public relations,
Management Review 82 (5): 52-55
Erdem , Tlin et alii (1999). Brand Equity, Consumer Learning and Choice,
Marketing Letters 10(3): 301-318
Kapferer, Jean-Nol (2008). The new strategic brand management. Creating
and sustaining brand equity long term, 4th edition, Kogan Page, London
and Philadelphia
Keller, Kevin Lane (1993). Conceptualizing, measuring, and managing
customer-based brand equity, Journal of Marketing 57: 1-22
Oll, Ramn (2009). All in the timing. A framework to manage the
communication of brands, Communication World January-February: 33-35
Simpson, Soni (2003). Strategic brand management, document URL:
www.scribd.com/doc/7380064/Strategic-Brand-Management-by-SoniSimpson-2003, accessed on 02.04.2010
Thank you!