MKTG600 – Marketing Management

LO4: Apply branding

strategies for goods and
services
 Learning Steps

1 Discuss brand equity

2 Describe how to build brand equity through brand

associations

3 Identify different branding strategies

4 Develop a branding strategy

2 2
 Marketing Framework

3 3
 Branding

Exercise: Name a company that

you think has developed a great
brand
• Why do you think that it’s a
great brand?
• What stands out about this
brand versus their competitors
or other companies, in
general?

4 4
 Brand

• What is a brand?
• “Portfolio of qualities
associated with a name”
• Brands immediately invoke
certain images
• Brands have value beyond the
benefits of the product

5 5
 Brand Associations

• Marketers control some brand associations

• Product shape & packaging
• Logos, symbols & colors
• Jingles & slogans
• Spokespeople, etc.
• Marketers do not control all associations
• Personal memories about brands, etc.

6 6
 Brand Name
• A brand starts with a name
• Some names immediately convey information
• Some names suggest their benefits
• Some names are those of their founder

7 7
 Brand Names and Logos

8 8
 Rebranding

Discussion:
• Should a brand name be adapted over time?
• If so, when and why?

9 9
 Rebranding

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 Customer Benefits of Brand
1. Brands identify company ownership
2. Brands allow for predictable quality
3. Brands make customer decision making easier
4. Brands serve as status symbols

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 Company Benefits of Brand
1. Brands induce loyalty
2. Brands allow for premium prices
3. Brands allow a single firm to pursue multiple targets

12 12
 Branding for Different Target Markets

Exercise: Identify the brands that

each company offers.
• Find examples of how they
offer similar products in
different segments.
• What different brand
attributes are applied to
distinguish between brands?

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 Hierarchy of Brand Associations

1. Concrete product
attributes
2. Abstract product
benefits
3. Abstract emotional
benefits

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 Brands Serve Social Functions

• Brands help customers achieve their ideal self

• Brands become the focal point of bonding through
brand communities

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 Brand Association Network

• When brand name is

activated, associations are
triggered
• Nodes closest to the brand
are retrieved first
• Customer satisfaction with
the brand are most heavily
influenced by the positivity
or negativity of nearest links
• Networks may be simple or
complex

16 16
 Brand Association Network

Exercise: Develop a brand

association map for Nike
• What is your first thought
when you hear the brand?
• What product attributes,
people and experiences
influences are connected to
your network?

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 Experiencing Brands

• Consumers experience
brands in a number of
ways:
• Affectively
• Intellectually
• Behaviourally

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 Brand Communities

• Customers who connect with like-minded customers

• They have extreme attachments to brands
• Marketers should try to build & capitalize on these communities

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 Branding Strategies

• Umbrella approach
• Attaching the same brand name to products 
• Subsequent product introductions are easier
for the customer to understand and accept
• Higher initial awareness levels
• Builds stronger brand associations
• Stronger financial outcomes

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 Branding Strategies
• House of brands approach
• Introducing a new brand name for every product line 
• Any problems with one brand should not influence the other
brands
• Brand images do not need to be consistent which allows for
targeting multiple segments
• Requires more advertising expense

21 21
 Branding Strategies

• Brand extensions
• Leverages the brand’s good name to
get customers to buy something new
• Line extensions
• Product category extensions

22 22
 Brand Extension

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 Co-Branding
• Co-branding: Two companies form a joint venture to create a
product from both companies
• Ingredient branding: Form of co-branding in which one company
adds value to a host product 

24 24
 Global Brands
• 30% of the revenues from other countries
• Global strategies
• "Glocalization"
• Global brands

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 Store Brands

• Private label brands

• Can be more of a
“me-too” product
offering 
• Or can be premium
private label

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 Brand Equity

• Brand equity is the

quantifiable worth of a brand
• Measurement approaches:
• Determining the price of a
premium brand
• Comparing branded vs.
unbranded

27 27
 Brand Equity

Discussion:
What do you think are the
most valuable brands in
the world?

28 28
 Learning Outcome Recap

1 Discuss brand equity

2 Describe how to build brand equity through brand

associations

3 Identify different branding strategies

4 Develop a branding strategy

29 29
 Questions

30 30