Branding

Brand

a name, term, sign, symbol, or design, or combination of them which is intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors.

Customer based brand equity

the differential effect that brand knowledge has on consumer response to brand marketing activity.

Brand value chain

a model that shows how marketing activities create brand equity, leading to financial value across 4 stages.

Branding challenges

issues faced in branding, including shared value marketplace and transition from mass to targeted communication.

Longitudinal analysis

tracking and analyzing brand-related data over time to detect trends and understand long-term performance.

Network effects

brands gain values as their networks grow - often by integrating influencers, partners rather than relying on traditional one-way branding.

Brand meaning

co-created by consumers, influencers and other external actors.

Brand value

must be constantly monitored and adapted as society and interactions change.

Associative network model

a model consisting of nodes (pieces of information) and links (show how strongly or closely they're connected).

Marketing activity

All marketing activity designed to build brand equity.

Customer mindset

How consumers think and feel about the brand and how this translates into market performance.

Market performance

How the brand performs in the market, based on the consumer mindset.

Shareholder value

Brand's contribution to the financial performance.

Program multiplier

Effectiveness of marketing communication and investment (quality, relevance, fit).

Customer multiplier

how consumers respond (competitive reactions, channel support).

Marketplace multiplier

external conditions that amplify value (economic climate, investor sentiment).

Brand salience

awareness - how easily and often consumers recognize or recall the brand under various situations.

Brand performance

functional benefits and quality.

Brand imagery

intangible, symbolic, meanings and personality.

Brand response

attitudes - what consumers think and feel about the brand.

Judgment

consumers personal opinions.

Feelings

emotional reactions and associations.

Brand resonance

attachment - about a deep psychological bond and active relationship between consumers and brand.

Behavioral loyalty

repeat purchase.

Attitudinal attachment

Consumers truly love the brand.

Sense of community

Feeling connected to other consumers.

Active engagement

involvement of consumers with the brand.

Strong

comes to mind quickly & easily; helps consumers recognize and recall the brand.

Favorable

positive/ beneficial to consumers; this drives desire and preference.

Unique

distinguishes the brand from competitors.

PoPs

shared associations with competitors that allow the brand to enter the competitive set.

PoDs

unique associations that make the brand better or different - the reason to choose it.

Chilltreats ice cream

Ice cream with real milk to ensure Chilltreats is seen as a real ice-cream.

Competitive PoP

Rich flavor and indulgent textures like Ben & Jerry's to neutralize competitors' strengths.

Sincerity

A brand characteristic exemplified by Disney.

Excitement

A brand characteristic exemplified by Red Bull.

Competence

A brand characteristic exemplified by IBM, indicating trustworthiness.

Sophisticated

A brand characteristic exemplified by Rolex.

Ruggedness

A brand characteristic exemplified by Jeep.

The North Face

A rugged brand that is associated with durability and outdoors.

Authentic activism

Aligning your actions and words - true commitment to cause, integrated into the company's operations and values.

Woke Washing

Public claims of caring about a cause without real supporting actions.

Moderate incongruence

Picking a cause that's unexpected yet still fits your brand enough to intrigue consumers and spark interest.

Means-End Chain

Links product attributes (means) to functional and emotional benefits and then to consumer's personal values or goals (ends).

Brand love

Focuses more on emotional and interpersonal metaphors of close relationships.

CBR

Consumer-brand relationship.

Un-invested

Treating the brand like an acquaintance; low emotional connection, price sensitivity, and low loyalty.

Emotionally invested

Treating the brand like a 'friend'; emotional attachment.

Brand relationship matrix

Categorizes consumer-brand relationships based on functional and emotional involvement.

Commoditization in consumer-packaged goods

Consumers cannot perceive real functional differences, which leads to higher price sensitivity and reduced brand loyalty.

Distinctiveness

The extent to which a brand is easily recognized by its assets (logo, color, etc.).

Brand community

Consciousness of kind; feeling connection to others who like the brand.

Rituals & traditions

Shared practices and celebrations.

Harley-Davidson annual 'Sturgis motorcycle rally'

An example of a brand community event.

Moral responsibility

Commitment to help and support other community members deepens bonds and strengthens community.

Associative network memory model

A model in which brand knowledge is stored as nodes (concepts) and links (associations) that vary in strength.

Crowd culture

Online communities that produce their own entertainment and cultural content.

Brand communication problems

Issues with the message/content that may focus too much on entertainment or shock value and not enough on the core brand message.

Super bowl ad

An example of an ad that people remember for humor but can't recall the brand.

Brand communication problem with execution

Poor design, unclear communication or inappropriate tone for the product category.

Complementarity

Different communication elements add value to each other and give a fuller message.

Shock-value ads

Ads that rarely complement other communications; they might stand out but don't build a coherent brand message across touchpoints.

Corrective CSR

Changing business operations to reduce harm; most effective for boosting sales because consumers appreciate real improvements.

Cultivating goodwill CSR

Broad philanthropy unrelated to business; least effective for sales because it can appear less sincere.

Compensating CSR

Addressing negative externalities without changing its business operations; can increase sales but smaller than corrective CSR.

Commonality

Consistency of the visual look, message and theme across all ads.

Challenges with shift to influencers

Brands have less control over messaging and content-style.

Influencer's personal brand

May not perfectly align with the company's, risking authenticity perceptions.

Greater potential for scandals

Influencer misbehavior can harm brand image.

Greenwashing

Using natural imagery or green color palettes in advertising without making real environmental changes.

Brands accused of greenwashing

Should use corrective CSR - directly fixing harmful practices - because it matches consumer expectations of accountability and is shown to drive positive sales and attitudes.

Memorability

Brand element easy to recognize and recall.

Meaningfulness

Conveys relevant and credible information about the product category or benefits.

Adaptability

The element can evolve over time without losing its effectiveness to stay relevant.

Likeability

Element that is visually and/or verbally appealing drives positive affective responses before deep knowledge of the product.

Protectability

Elements must be legally protectable to prevent imitation, safeguarding long-term equity (trademarks).

Processing fluency

Simple logos create processing fluency, making it easier for consumers to process.

Prestigious products

More complex logos increased consumption because they signal exclusivity.

Secondary brand associations

Come from liking a brand to external entities (people, places, events, other brands).

Co-branding

Like Apple and Nike, where brands partner to enhance each other's image.

Perception of CoO

Country of Origin influences brand attitudes.

Leveraging process

A two-way transfer of associations between brand and secondary course.

PoPs or PoDs

Brands can gain Points of Parity or Points of Difference by linking to a well-known event or partner brand.

Brand extension

Leverage existing brand equity by transferring the parent brand associations to the new extension product.

Product feature similarity

Similarity between the parent product and the extension products functional features.

Brand concept consistency

Consistency between the extension and the parent brand's overall concept/image.

Brand image fit

The degree to which partner brands' symbolic/image associations are consistent with each other.

High image fit

Increases purchase intention, even if product category fit was low.

Product category fit

The perceived functional or product-type similarity between the two brands' offerings.

Branded house

All products use a single master brand, leveraging one brand across many offerings.

House of brands

Each product or product line has its own brand identity separate from the corporate brand.

Sub-brand

A secondary brand under a master brand that has its own distinct identity but is clearly tied to the parent.

Non-financial reasons to delete a brand

Brand no longer matches consumer preferences or is 'out of touch'.

Portfolio overlap

Company wants to reduce portfolio overlap and focus on its core brands to improve clarity and efficiency.