10. Brand management and marketing mix

Storing brand knowledge in semantic networks

Strong brands have unique associations

Brand

An image anchored in the mind of the customer that distinguishes the products or services of a company from those of a competitor

Brand strategy options

• Geographical

  • Regional

  • National

  • International

  • Global

• Vertical

  • Ingredient branding

  • Processing brand

• Cooperation-related

  • Co-branding (dual branding)

Dimensions related to brand positioning

Brand positioning

Positioning strategies

Brand Architecture

1. Umbrella brand

2. Product (“family”) brand

3. Single brand

Product lines

Effective brand elements

• Contribute to communicating associations relevant to the position of the brand

• Have a catchy design, that is characterized by simplicity, uniformity and high contrast

• Contain characteristics that ensure easy differentiation from other brands

Effective branding through an integrated marketing mix

Brand success

Market response functions

They describe the relationship between marketing instruments (independent variables) and objectives (dependent variable)

Formal structure of market response functions

Specifying a market response function

Model of marketing mix effects on a marketing objective