Branding Final

Global brand appeal

quality signals

Local brand appeal

authenticity

Global Citizens

rely on a brand’s global success as a signal of quality and innovation and care about social responsibility

Global Dreamers

admire global brands without evaluating their social or environmental impact

Antiglobals

dislike brands that promote Western values and distrust global companies

Global Agnostics

evaluate all brands equally without considering global or local status

Consumer Ethnocentrism

belief that buying local products supports the local economy and reflects loyalty to one’s country

Glocalization

adapting global products for local needs while keeping global identity

Pros of same brand name

one consistent identity and marketing efficiency

Cons of same brand name

may not resonate across cultures and harder to build deep connections

Brand Portfolio

the collection of brands managed by a company

Brand Architecture

structure defining relationships and roles among brands in a portfolio

Branded House

one master brand spans all offerings

House of Brands

separate stand-alone brands with independent positions

Hybrid Architecture

mix of branded house and house of brands structures

Benefits of Branded House

clarity

Disadvantages of Branded House

limits targeting and risk if master brand weakens

Benefits of House of Brands

strong niche targeting and no brand compromise

Disadvantages of House of Brands

high cost

Secondary Brand Associations

linking a brand to another entity like celebrities

Response-type transfer

judgments and feelings transferred to a brand

Meaning-type transfer

performance and imagery associations transferred to a brand

Requirements for celebrity endorsement transfer

consumer knowledge

Co-branding

combining two brands into a joint product or marketing offer

Co-branding requirements

strong fit

Advantages of co-branding

stronger positioning

Disadvantages of co-branding

loss of control

Points of Difference (PODs)

attributes that distinguish brands but may conflict (e.g.

Athlete endorsement risk

scandals

Q Scores

measure the familiarity and appeal of a celebrity or brand

Tangible sponsorship assets

logo placement

Intangible sponsorship assets

image transfer

Reasons sponsorships are effective

cross-media consistency

Category fit

brand offers products relevant to the event

Target market fit

fan base matches target audience

Consumption fit

product used during event consumption experience

Sponsorship activation

using sponsorships to create interactive brand experiences

Event-based activation examples

VR

Sampling activation examples

free samples

Social/interactive activation examples

live streams

Benefits of sponsorship over advertising

higher visibility

AIDA Model

Attention

Word-of-mouth

person-to-person sharing of product or experience information

Immediate word-of-mouth

shared immediately after the experience

Ongoing word-of-mouth

shared continuously over time

Social Currency (STEPPS)

make people feel “in the know” to encourage sharing

Triggers (STEPPS)

use contextual cues to stay top of mind

Emotion (STEPPS)

high-arousal emotions drive sharing

Public (STEPPS)

visible products encourage imitation

Practical Value (STEPPS)

useful information gets shared

Stories (STEPPS)

narratives support natural sharing

Reasons to assess sponsorships

align strategy

Consumer outcomes to measure

awareness

Organizational outcomes to measure

media value

Social media engagement measures

likes

On-site engagement measures

booth visits

Net Promoter Score

% promoters minus % detractors

Media value of exposure

compares logo visibility to cost of equivalent ad time

Pros of media value metric

easy to calculate and compare to ads

Cons of media value metric

visibility doesn’t equal effectiveness or sales

Assessing sponsorship impact on sales

compare pre- and post-sponsorship sales while controlling for seasonality and other promotions

Media mentions

number of times the brand is mentioned in media

Share of Voice

percentage of total industry mentions belonging to the brand

Reasons for buying luxury brands

functional quality

Materialism stigma

materialistic consumers seen as selfish

Deceptive counterfeit consumption

consumers knowingly buy fakes

Non-deceptive counterfeit consumption

consumers unknowingly buy fakes

Reasons consumers buy counterfeits

affordability

Moral considerations for counterfeits

worker conditions

Ways brands combat counterfeits

hotlines

Why measure brand performance

accountability and proving ROI

Pillars of brand equity

assets

Goodwill

difference between purchase price and book value influenced by brand equity and growth potential

Brand awareness

ability to recall or recognize a brand

Brand attitudes

feelings of favorability toward a brand

Brand attachment

emotional connection or love for a brand

Brand separation distress

how upset consumers would be if a brand discontinued

Purchase intentions

likelihood of buying the brand

Brand loyalty

consistent purchase behavior and resistance to switching

Brand advocates

customers who believe in superior brand quality and promote it

Brand tracking study

continuous measurement of brand perceptions over time

Field experiments in branding

testing changes in awareness