Strategic Brand Management: Test 1 flash cards

perception, benefits, total costs

Value is a customer’s _______. It is the customer’s evaluation of total _____ minus _______.

Value

Benefits - Costs =

Identifier

a name or cue identifies the source.

Differentiator

helps distinguish one offer from another.

Meaning

awareness, reputation, and expectations accumulate.

makes choice easier

A strong brand ________.

Brand Elements

the cues used to identify and differentiate a brand.

Name-

verbal identifier

Logo/Symbol-

visual mark

Color-

recognizable palette

Shape/Pack-

physical form

Slogan-

short memorable phrase

Sound/Motion-

audio or movement cue

Design-

consistent look and feel

Scent/Taste-

sensory cue, when relevant

Good elements pass 7 tests. What are they?

-Memorable

-Meaningful

-Likable

-Differentiated

-Transferable

-Adaptable

-Protectable

Memorable

Easy to recognize/recall

Meaningful

Communicates useful meaning

Likable

Aesthetically or emotionally appealing

Differentiated

Distinct from competitors

Transferable

Works in new products or markets

Adaptable

Can be refreshed over time

Protectable

Can be legally/competitively defended

Brand Equity

The outward expression of how the owner wants the brand to be perceived.

Brand Image

The impression customers actually hold and what the brand means to them.

intended, received

Identity is _____. Image is _____.

Unique Selling Proposition (USP)

A unique functional benefit valued by the target customer and difficult for competitors to match.

Reputation

The accumulated judgement of what you’ve already done.

Personal Brand

The promise people infer about what you will do next.

Brand Equity

The strength created by what customers know, associate, and repeatedly choose.

Brand Audit

A comprehensive examination of a brand to assess its health, find sources of equity, and identify improvements.

4 Audit Questions:

-Do people know us?

-What do they associate?

-Do experiences match identity?

-Will they choose again?

Brand Architecture

The structure that shows how a company’s brands relate to and differ from each other.

Strategic Brand Management

Designs and coordinates activities to build, measure, and sustain brand equity.

4 Steps Manage the Brand:

1) Plan (choose meaning)

2) Build (deliver experiences)

3) Measure (check responses)

4) Grow (sustain equity)

Brand Elements

Visible and sensory cues identify the brand (name, logo, color)

Brand Vision

Chooses what the brand should stand for (effortless, dependable)

Brand Experience

Makes that intended meaning believable (app, service, product)

Brand Vision

An articulated description of what the brand should stand for in customers minds. (Emirates vision is to make flights and travels feel premium, luxurious, and exclusive)

Vision

The desired future meaning (guides)

Identity

The intended expression of the brand (creates)

Experience

What people actually encounter (deliver)

Image

The meaning customers actually hold (receives)

direction, expression, reception

Vision is ______. Identity is ______. Image is ______.

Internally

A roadmap for what managers should choose

Externally

Repeated choices create a coherent experience - and support the desired image

priority, completeness

Core vision = _______. Extended vision _______.

Core Elements (drive the brand)

The few elements that are most important, compelling, and differentiating.

-effortless (order quickly)

-dependable (right drink is ready when promised)

-energizing (the experience starts the day with momentum)

Extended Elements (add texture)

Important associations that enrich the vision and help people recognize what fits.

-friendly (warm, not chatty)

-responsible (waste-aware choices)

-contemporary (current and simple)

-student-aware (built for campus rhythm)

On-Brand Decision

Consistent with the brands vision.

3 “on-brand” questions:

1) strengthen the core?

2) respect the extended?

3) deliver consistently?

cannot

A complete brand _____ be reduced to one logo or catchphrase.

Brand Essence

One internal thought that captures the central theme of the vision.

essence

Do not force an ____ that makes the vision smaller.

brand VISION

Full strategic direction

brand ESSENCE

Optional internal summary

brand POSITION

Current external communication guide

Proof Point

Evidence, capability or a program that already helps the brand deliver the promise.

Strategic Imperative

A capability or investment of the brand must build before the aspiration can be delivered.

empty promise

no evidence + no commitment =

Brand Personality

Set of human characteristics associated with a brand.

Cue Benefits

Reliability reinforces dependability

Relationship

A capable friend, not an authority figure

Add Energy

Upbeat makes the experience feel lively

Guide Execution

App tone, staff behavior, and design feel consistent.

How a brand vision is created

1) analyze

2) associate

3) prioritize

4) essence

5) position

Step 1: analyze before choosing

-customer: who are we serving?

-competition: what is expected?

-company & context: what can the organization credibility deliver now and build next?

Step 2: map aspirational associations

-performance: attributes and functional benefits

-self: user imagery and personality

-experience: applications and emotional benefits

-community: social benefits

Aspirational Associations

List every association the brand could credibly aim to own, then group and label them.

Points of Parity

• Required to compete

• Shared category associations

Points of Difference

• Reason to choose

• Stronger, valued associations

Step 3: prioritize the vision

Three prioritization tests:

1) central: does it express what the brand must always mean?

2) different: does it separate the brand from alternatives?

3) deliverable: can to organization prove it consistently?

Step 4: capture the essence

A useful essence clarifies the vision without shrinking it

Brand Essence

One internal thought that captures the central theme of the vision.

Step 5: choose the position

-current strengths: start with what the brand can credibly deliver now

-aspirational associations: select the vision elements to communicate now while capabilities continue to develop

Organizational Associations

Meanings attached to the people, culture, values, capabilities, heritage, and programs behind and offering.

3 jobs organizational associations do:

1) support

2) endorse

3) purpose

Organizational Reputation

Can make an offering promise more believable

Offering Brand

Fairfield:

• a focused hotel experience with its own promise

Endorser

Marriott

• adds competence, resources, standards, and reassurance

Higher Purpose

An organizational objective worth pursuing because it improves people’s lives

7 values repeatedly build differentiation

1) perceived quality

2) innovation

3) concern for customers

4) success/size

5) going local

6) environmental programs

7) social programs

Empty Claim

A broad statement with no distinctive behavior, investment, or evidence.

• “we care about the planet”

Visible Program

A branded program that makes the value observable and credible.

• Patagonia worn wear. Repair, trade-in, keep gear in play