Strategic Brand Management Test 2

Customer logic

Move from what the offering contains to what it means in the customer’s life

Feature

What does the offering have?

Functional benefit

Useful customer outcomes created by product or service attributes. What does the feature allow customers to do?

Deeper meaning

What feeling/identity may follow?

feature

Translate the ______ into something the customer can do.

Functional benefits

________ matter, but often struggle to carry the whole brand.

Useful performance, Broader meaning

_________ earns consideration. _________ strengthens the relationship.

Value

Functional performance can support deeper outcomes

Three questions about strong brands:

1) What does it do for me? → functional

2) How does it make me feel? → emotional

3) What does it say about me? → self & social

abandoning performance

Look beyond the offering without ________.

Emotional benefits

A benefit created when a brand makes the buyer or user feel something during purchase or use.

feeling

The ______ becomes part of the brand experience.

Actual self

The brand helps express an identity I already hold.

Ideal self

The brand helps express the person I want to become.

connect

Self expressive benefits ______ the brand to identity.

support

One product experience can _____ several customer benefits.

Brand

One brand or program may create emotional, self expressive, and social value at the same time.

Combination, Priority

_______ adds depth. _______ keeps the message clear.

Emotional and self expressive benefits

Often overlap, but they answered different questions.

Emotional benefits

During the experience - “How do I feel while using it?”

Self expressive benefits

Through or after use - “What does using it say about me?”

benefits, managers, lead

When several ______ fit, ______ should decide which one should ______ the brand story.

Relevant

Matters to target customers

Different

Creates separation

Provable

Supported by experience

Loyal customers

Study what their experience means beyond performance

Possible experience

Imagine what new programs could help customers feel or express

Brand sources

Use personality and organizational values to reveal deeper meaning

customer experience

Research the _______ before choosing a claim.

Functional proof, Emotional meaning

_______ supports the claim. _______ deepens the experience.

important, strengthen

Functional performance stays ______. Deeper benefits ______ the relationship.

must-have

A ______ changes which brands customers consider

rejects

A meaningful segment ______ brands that lack the must have.

Incremental

Improves existing offer

Substantial

Adds a major feature or improvement

Transformational

Changes what customers buy or use

Must-have

Gives a meaningful customer segment a reason to exclude brands that lack it.

Market effect

New offering logic - Innovation can define a new category and reset customer expectations.

Substantial innovation

The offering stays familiar, but one improvement becomes difficult to give up

Relationship based must haves

The product can remain similar while the relationship provides meaning customers consider necessary.

Shared interest

A valued community

Persona

A human character

Passion/values

A belief the brand lives

LIKE TO HAVE

Useful but alternatives remain acceptable

MUST-HAVE

Necessary for a meaningful customer segment

strongest

The customers choice that provides the _____ evidence.

Brands that represented new subcategories

An exemplar is the brand customers strongly associate with a new type of offering

Rosy picture

Overstate the change

Gloomy picture

Miss the opportunity

customer evidence

Use ______ to judge concept, not internal enthusiasm or fear.

Evaluating a potential must-have:

3 judgements:

1) Market

2) Delivery

3) Scale

Evaluating a potential must-have:

Questions to ask:

1) Who needs it?

2) What changes the choice set?

3) Can we deliver it credibly?

4) Can we sustain it?

customer, organizational

I must have needs _____ evidence and _____ commitment.

brand does, brand is

Strongest barriers combine what the _____ with who the _____.

Points of parity

Basic expectations shared by credible competitors. Help brand belong

Points of difference

Benefits customers associate strongly with one brand. They give customers reasons to choose the brand.

Branded differentiator

A branded and actively managed innovation that creates a meaningful point of difference over time. Branding helps the difference remain connected to its source

Innovation alone

Can be copied or appeared copied

Market effect

Customers connect the difference to one brand

Branded innovation

Has unique name and source

Central idea

Important innovations need active branding and management

long-term

Branding can turn an innovation into a _____ brand asset

understand/remember

Branding changes how customers ______ it.

Without a brand

Easy to separate - customers may remember the benefit, but forget which company created it.

With a brand

Clear source - the innovation gains a distinct identity that can build credibility and remain linked to the parent brand

3 requirements for branded differentiator

1) meaningful and impactful

2) actively managed

3) linked to the offering

5 types of branded differentiators

-Feature

-Ingredient

-Technology

-Service

-Program

Complex claim

Tech may be difficult to explain in detail

Named tech

Brand provides clear reference point for process

Credible benefit

Customers receive a reason to believe the performance claim

Branded service

A named service that augments the offering and can become a point of differentiation

Branded program

Broadens the offering

VALUE 1

OWNERSHIP

VALUE 2

CREDIBILITY

VALUE 3

COMMUNICATION

brand association

Ownership comes from the _______, not only from being first

legitimacy

A brand name can add ______, but the underlying claim still needs substance

easier to explain

A well chosen name makes an innovation ______, remember, and attribute.

Positioning

Explains why one brand differs within a fixed category

Framing

Changes how customers define and discuss the subcategory

Competitive effect

Changes which brands appear relevant to the purchase

Scope

Which offerings belong

Relevance

Which brands enter consideration

Choice criteria

What matters in the decision

Central idea

The frame shapes the first stage of the buying decision

customers

The frame influences which facts _____ notice and use

outweigh

A strong frame can ______ detailed product information

Subcategory exemplar

The brand that best represents a subcategory and becomes its clearest reference point

Visibility

Customers notice and recall it first

Credibility

The brand appears authentic and established

Control

The brand can influence how the subcategory evolves

Chapter 10