Branding Final Fr Now

What makes global brands so appealing to consumers?

Why preference for global brands? 
• Have more ‘consistent’ quality and status. 
Why preference for local brands? 
• Suits local preferences and tastes. 
• Often perceived as having lower quality 
but better price (global brands tend to be 
more expensive in developing markets). 

What are some differences between Western markets and other cultures? 

Global brands are often local ‘leaders’ 
• Quality and strong identity signals. 
• Too ‘mainstream’ – not exotic or ‘authentic’ 
enough because of prevalence. 
Sometimes there is a preference for ‘local’ products 
• Local brands may be seen as ‘authentic’ and 
reflect higher quality due to local 
ingredients/associations. 

What are 4 global brand consumer segments?

Global Citizens

Global Dreamers

Antiglobals

Global Agnostics

Global Citizens

Rely on a brand’s global success as 
signal of quality and innovation. Concerned about 
social responsibilities of large companies.

Global Dreamers

Admire global companies without 
assessing their impact on society, the environment etc. 

Antiglobals

Dislike brands that ‘preach’ “American” 
values and don’t trust global companies

Global Agnostics

Make no assessment of the ‘global’ 
or ‘local elements of a brand. All types of brands are 
evaluated equally

What is consumer ethnocentrism

strive to be ‘all local’ to 
protect local interests and local preferences 

Why does consumer ethnocentrism matter when evaluating global branding strategy?

Scale item examples (American perspective): 
– “American people should always by American-made 
products instead of imports” 
– “Buy American products. Keep America working.” 
– “A real American should always by American products” 
– “It may cost me in the long run but I prefer to support 
American products” 
– “Purchasing foreign made products is un-American” 

What is meant by glocalization?

Adapting products to meet local needs and 
tastes 

Why is glocalization important?

Global appeal

Examples of Glocalization

– Different ‘menu’ items (attributes). 
– Different colors/numbers. 
– Different brand name. 
– Different scents. 

What are the pros of using the same brand name across cultures? 

– One consistent identity to 
promote across cultures 
– Marketing program 
efficiencies 

What are the cons of using the same brand name across cultures?

– Can be difficult to build long 
lasting relationships with 
consumers across cultures 
(brand identity may not 
resonate) 

Brand portfolio

strategic and 
organizational aspects of the management of a 
brand and its affiliates – the collection of 
brands owned and managed by a company

Brand architecture

an organizing structure of 
the brand portfolio that specifies brand roles 
and the nature of relationships between brands 
in the brand portfolio. 

Why do companies have brands portfolios?

1. Diversification - Reduces risk associated with 
upward/downward brand extensions (ex. Toyota and 
Lexus) and the product life cycle 
2. Can target different segments with very different needs 
(can leverage existing equity with line/brand extensions 
for some consumers while creating new and exciting 
brand for others) 

What are the 3 main brand architectures? 

-Branded Housse

-House of Brands

-Hybrid

Branded House

uses a single 
master brand to span a set of offerings (i.e., 
reflecting a line/brand extension strategy) 

EX: Virgin, Google, FedEx 

House of Brands

involves an 
independent set of stand-alone brands, each 
maximizing the impact on a market. 
– Often a very large brand portfolio/many product 
lines 
– “Independent” brands (no obvious link through 
name) 

 

EX: P&G 

Hybrid

“Flagship” 
• Some brands have a “branded house” architecture 
that includes a flagship brand that carries its own 
(strong) associations. The link between the flagship 
brand and the other (independent) brands is not 
always evident or marketed. 
• Can build a brand portfolio that includes a strong 
brand prototype while simultaneously serve other 
segments with a diverse portfolio of brands. 

“Endorsed By” 
• Endorsed brands are still independent, but they 
are also endorsed by another brand (usually 
linked by part of the name or using “endorsed 
by” as part of brand elements). 
– An endorsement by an established brand 
provides credibility and substance to the 
offering and usually plays only a minor 
management role. 

EX: Marriott, Disney

What are the main advantages of Branded House architecture strategy? 

– Enhances clarity, synergy, and leverage 
associations/brand equity 
– Brands more likely to become icons and cultural 
symbols 
– Can often leverage ‘heritage’ and expertise in 
marketing programs

What are the main disadvantages of Branded House architecture strategy? 

Puts “all eggs in one basket” 
– The master brand may struggle to effectively serve 
as an umbrella for a wide product line (no product 
type takes on characteristics of the brand) 
– It may be difficult to maintain a “cool image” or a 
quality position with a large market share 
Limits the firm's ability to target specific 
groups; compromises must be made to make 
all of the brands fit with the master brand. 

What are the main advantages of House of Brands architecture strategy? 

 Allows firms to clearly position brands on 
specific functional/value benefits and to 
dominate many niche segments. 
1. The brand connects directly to the niche 
customer with a targeted value proposition. 
2. No compromise to be made in the 
positioning of a given brand to accommodate 
its use in other product-market contexts. 

What are the main disadvantages of House of Brands architecture strategy? 

Increase costs of marketing and brand building 
• Sacrifices the economies of scale and synergies 
• Requires a complex brand management system 
• Creates brand cannibalization 
• Multiple brand identities can create perception 
of ‘lack of sincerity’ or consistency in brand 
meaning “message” 

What are secondary brand associations? 

brand 
associations that are linked to other “entities”. For 
example... 
• Other brands (co-branding or related brand 
portfolio) 
• Spokesperson (celebrity or not) 
• Country of origin 
• Non-profit initiatives (CSR efforts linking 
brand to another organization) 
• Sponsorships  

What are two different types of “transfers” that may occur as a consequence of secondary brand associations? 

Response-type associations

Meaning-type associations

Response-type associations

Judgments (especially credibility) 
• Feelings/attitudes (“I love that brand because 
____ endorses it”) 

Meaning-type associations 

Product/service performance (“brand X is 
endorsed by ___ and must therefore have 
better quality) 
• Imagery (“brand X is endorsed by ____ so it 
must be “cool”) 

Explain the brand transfer model for celebrity endorsements?

The Brand “Transfer” Model: 
The Sports 
“Celebrity” 
 Awareness 
 Attributes 
 Benefits 
 Images 
 Thoughts 
 Feelings 
 Attitudes 
 Experiences 
Transfer The Brand 
 Awareness 
 Attributes 
 Benefits 
 Images 
 Thoughts 
 Feelings 
 Attitudes 
 Experiences 

What are the three requirements for successful brand transfer according to the celebrity endorsement model?

1. The (target) consumer has to have awareness 
   and knowledge of the celebrity. 
   • Positive/favorable associations? 
   2. Transferability of the awareness and 
   knowledge. 
   • Is it possible to transfer the associations through 
   some marketing tool? 
   3. Such awareness and knowledge should be 
   relevant to the brand/product (brand “fit”) 
   • Will it enhance the brand? 
   

What are some alternatives to traditional celebrity endorsements? 

Create secondary associations by creating a 
spokesperson based on a fictional character 

What is co-branding?

Occurs when two or more 
existing brands are combined 
into a joint product/offer 
and/or are marketed 
together.

What are the requirements for successful co-branding?

There is a “fit” between each of the brands that can 
be conveyed to customers through: 
• A joint product/service offer or an 
appealing “bundle” 
• A convincing branding/marketing program: 
• Advertising 
• Logo, slogan, packaging 
2. Both brands will benefit from the co-branding (i.e., 
leverage each others brand equity)

What are the advantages of co-branding? 

Create a more compelling positioning 
• Leverage partner brand equity 
• Enter new markets, new product categories 
• Reduce risk of new product launch 
• Share cost of production and distribution

What are the disadvantages of co-branding? 

Loss of control 
• Risk of brand equity dilution 
• Negative feedback effects 
• Lack of brand focus and clarity 
• Organizational distractions

What are points of differences and why it is important to consider for co-branding?

A problem with choosing PODs is that some 
attributes tend to be perceived by consumers as 
negatively correlated. Examples include: 
• Low price vs. high quality 
• Taste vs. low calories 
• Nutritious vs. good tasting 
• Powerful vs. safe 
• Effective vs. mild 

Why are athletes considered high risk than other celebrity endorsements? 

Positive associations may depend on: 
• Personal characteristics (and lack of 
scandals). 
• Good/Bad athletic performance (and 
injuries). 
• Press coverage and visibility. 
• Fit between the sport and the brand. 

What are Q scores? 

identifies the familiarity of an athlete, brand, 
celebrity, entertainment offering (e.g., TV show), or 
licensed property, and measures the appeal of each 
among people familiar with the entity being measured. 

Give examples of tangible sponsorship assets. 

logo placement on uniforms and merchandise, signage at venue, tickets and hospitality packages, product sampling opportunities, naming rights for facilities

Give examples of intangible sponsorship assets. 

Brand association and image transfer, access to influencer networks, exclusivity in category, emotional connection with fans, community goodwill and CSR alignment 

Give examples of reasons why sponsorships are effective and popular. 

Cross-Media Integration 
• Sponsorship can help companies integrate (consistent) 
message across fragmented media options (TV, online, 
mobile apps) - the tools work better together to shape 
ONE consistent message 
 Sponsorship can help marketers deliver a unified 
theme! 

Targeting Effectiveness 
• By linking a beloved player, team or event with a brand, the 
company can more effectively reach its target audience 
(assuming there is a good fit with the product). 
• Increased Ad-avoidance 
• Sponsorship allows the company to embed the brand into the 
viewing experience (not just in traditional advertisements). 
• Credibility 
• 68.6% of Americans report that they have felt mislead by 
advertising. 
• Tend to view sponsorship more favorably (support of the 
sport/event rather than manipulative messages). 

What are the different types of customer-sponsorship fit? 

Category

Target Customer

Consumption

Category

The brand offers products in the same category 
as the sponsorship venue/event/sport. 
• Nike sponsors sporting events because it sells sports 
apparel/equipment 

Target Customer

The brand’s target market overlaps with 
the team/sport/player fan base 
• Lexus sponsoring premium MLB seating areas 
because affluent fans also buy premium cars 

Consumption

The brand’s products are frequently 
consumed as part a viewing experience related to the 
sponsorship 
• Budweiser sponsor NFL because people drink beer 
when they watch football 

What is sponsorship activation? 

when a brand uses its 
sponsorship of an event, team or individual to connect 
with and create memorable, interactive experiences for its 
target audience. 

Give examples of activation through event based and interactive experiences. 

1. Event based/interactive experiences – primarily 
about activation 

2. Communication/Promotions - both activate and 
leverage the sponsorship. 

 

Experiential activations: Engage your audience on a 
deeper level by creating immersive experiences. For 
example, you could set up interactive installations, utilize 
virtual or augmented reality, create relaxing zones for 
people to recharge, set up pop-up shops, and design 
Instagram-worthy sets and photo booths 

 

Product sampling/product displays: Involves featuring a 
brand’s products directly within the event, such as 
exclusive product samples for fans. The unforced, natural 
incorporation of products into the sporting environment 
makes the brand feel like a natural part of the experience. 
• Provide seamless brand exposure 
• Encourage audience engagement 
• Create credibility through association 
directly with the event/sport. 

 

nteractive/social media/ “special access” content and 
events: Involves creating “live” content and special access 
to behind the providing exclusive access, creating unique 
experiences, and generating engaging content that goes 
beyond traditional advertising. Examples include offering 
backstage passes to fans or influencers, live streams, 
interviews, and interactive experiences that allow attendees 
to see how things work and make them feel like insiders. 

 

Games and contests: Tap into people's competitive spirit with games 
and contests that are fun, challenging and rewarding. This is a great way 
to get people actively involved with your brand and create a buzz around 
your products and activation. 
• Branded wearables: Give people something they can wear long after 
the event is over. Some options include bracelets and wristbands, 
badges, caps, t-shirts, masks and even wearable technology that’s both 
functional and adds an extra cool factor. 
• Logo Displays and Banners at the event: Most common and often 
directly part of the sponsorship contract. 

What are the benefits of sponsorship over traditional advertising? 

Enhanced Brand Visibility 
• Sponsorships allow brands to appear in high-profile contexts (e.g., sports 
events, concerts, festivals). Traditional ads (TV, print, billboards) featuring 
sponsorships gain attention through association with popular events or figures. 
Credibility & Trust 
• Being linked to respected organizations or events can boost consumer trust. 
Example: A financial institution sponsoring the Olympics may be seen as stable 
and reputable. 
Emotional Connection 
• Sponsorships tap into the passion people feel for sports, music, or causes. 
Traditional ads can use this emotional resonance to deepen brand affinity. 
Content Opportunities 
• Sponsorships provide access to exclusive content (e.g., behind-the-scenes 
footage, interviews) that can be used in traditional ads. This enriches 
storytelling and makes ads more engaging. 

What is the AIDA model (related to brand identity)

-Get Attention 

-Hold Interest 

-Arouse Desire 

-Obtain Action 

How does AIDA relate to brand identity?

SHOULD COMMUNICATE THE 
IDENTITY OF THE BRAND 
• This is who we are 
• This is what we can do for 
you 
• This is what we stand for 

What is word of mouth?

the passing of (product or experience 
related) information from person to person through oral 
(face-to-face) communication or through online channels.

Immediate Word of Mouth

when you pass on 
details about an experience or share information soon 
after it was acquired. 

Ongoing word of mouth

when you continuously 
share information for weeks or even months after you 
acquired the information. 

How can we encourage positive word-of-mouth?

STEPPS framework

STEPPS framework

Social Currency: 
• People care about how they look to others. 
They want to seem cool, smart and in the 
know. 
• Make them feel like insiders or give 
them an opportunity to share 
something “remarkable” that makes 
them look cool. 
• Ex. a secret “club” or bar that is 
never advertised. Special access to a 
“pit stop” event. 

Triggers: 
• Stay top of mind (and tip of tongue) through contextual 
cues. 
• Make sure your contextual cues are embedded in 
consumers natural habitat. 
• Ex. Cheerios for breakfast, Kit-Kat for break, build 
on day of the week or other continuously 
occurring theme. 

Emotion: 
• Emotions encourage sharing because it makes the 
message resonate. Especially true for high arousal 
emotions. 
• Focus on feelings rather than function. 
• Ex. Emotional advertising 

Public: 
• The more public something is, the more likely people are 
to imitate it. 
• Design products that advertise themselves or 
creates some visible behavioral signals. 
• Ex. Unique shoe design, Livestrong wristbands 

Practical value: 
• Useful information is more likely to get 
shared. 
• “How-to” videos and important 
information in association with a 
product. 
Stories: 
• Stories are vessels for word-of-mouth sharing. 
• Build a story around your brand (maybe an 
underdog story) that encourages people to share 
your information in an exciting way. 

Why do we need to assess sponsorships? 

Ensure strategic alignment with broader goals of the 
brand (e.g., building brand identity, appealing to a new 
target market) 
2. Maximize return on investment (e.g., identifying which 
sponsorships drive the most engagement or sales) 
3. Improve future decision-making (build a data-driven 
approach to sponsorship strategy) 
4. Justify budget allocation (secure future funding and 
demonstrate accountability) 
5. Strengthen relationships with sponsored party 
(provide feedback and negotiate better terms) 

Consumer Outcomes

Awareness 
• Recall 
• Engagement 
• Sentiments/attitudes 
• Loyalty 
• Purchase intentions 
• Net promoter score 

Organizational Outcomes

Media value of exposure 
• Sales 
• Engagement (yes, again) 
• Event participation 
• Lead generation (B2B) 
• Stakeholder feedback 
• Media mentions 
• Share of Voice 
• Content creation 

How can we assess engagement in social media and on-site? 

Social media/website: 
• Likes, shares, comments, 
retweets, Hashtag usage 
(e.g., #BrandXFestival). 
• Mentions and tags of 
your brand or campaign. 
• Time on site and pages 
per session. 
• Downloads or sign-ups 
from event-specific 
landing pages. 
On-Site or Event: 
• Booth visits, contest 
entries, product trials. 
• Use of posted QR codes 
at the event (and sign-ups 
or browsing time from 
codes). 
• Time spent at your 
activation area. 
• Lead capture forms filled 
out. 

What is the net promoter score and how is it calculated? 

“How likely are you to recommend our 
brand/product/service to a friend or 
colleague?” 
Respondents answer on a scale from 0 to 
10, and are categorized as: 
• Promoters (9–10): Loyal enthusiasts 
who will keep buying and refer others. 
• Passives (7–8): Satisfied but 
unenthusiastic customers. 
• Detractors (0–6): Unhappy customers 
who may damage your brand through 
negative word-of-mouth. 
How to Calculate NPS 
The formula: 
NPS= % Promoters − % Detractors 
Example: 
60% promoters 
25% passive 
15% detractors 
NPS = 60-15=45 
(compare pre and post sponsorship 
NPS) 

What is the “media value of exposure”?

The traditional way to estimate 
the effectiveness of sponsorship exposure (as compared 
to traditional advertising).

How is media value of exposure calculated?

Per “game” broadcasting measure (or tournament, race): 
1. Examine how much it costs to use traditional 
advertising during the game (for a specific number 
of seconds). 
2. Examine for how many seconds your logo was 
visible during the broadcast. 
3. Calculate the media value of the sponsorship deal 

What are the pros of the “media value of exposure” assessment metric? 

1. Easy to calculate! 
2. Provides and opportunity to directly compare 
sponsorship with traditional promotion tools 
(advertising)

What are the cons of the “media value of exposure” assessment metric? 

1. Advertising is about a lot more than just the visibility of 
logo! 
2. Exposure does not necessarily mean effectiveness in 
terms of actually reaching the customer! 

Media Mentions

Track how the brand/sponsorship is 
mentioned in news articles, TV/radio segments, blogs and 
online publications: 
• Example: Your brand is mentioned in 45 articles following a 
sponsored charity run, with 12 of those in top-tier outlets like USA 
Today or Forbes. 

Share of Voice

Measure your brand’s visibility 
compared to competitors in the same media space. 
• SOV % = Your brands mentions/total mentions in the 
category 
• Example: Your brand accounts for 30% of all sponsorship-related 
media mentions in your industry during a major event. 

Why are the three main reasons consumers buy traditional luxury brands? 

Rational/functional attributes 
– Design value and higher quality. 
2. Relational/identity attributes 
– Signal status and connection with 
aspirational groups. 
3. Emotional attributes 
– More enjoyment from consumption 
(more pleasurable to use). 
– Memorable consumption and 
purchase experiences. 

How is materialism stigmatized?

Research indicates that materialistic consumers 
(especially those that like luxury) are perceived as 
being: 
• Selfish and narcissistic. 
• Immoral and inauthentic. 
• Unattractive relationship partners. 

Deceptive counterfeit consumption

When consumers are aware that they are 
purchasing a counterfeit brand. 

Non-deceptive counterfeit consumption

When consumers are not aware that the 
brand is a counterfeit (so deceptive sales but non- 
deceptive consumer usage motives).

Why do consumers knowingly buy counterfeits?

Seen as more affordable than the ‘real’ version 
• Buying situations may favor counterfeit purchases: 
– Vacations and thrill-seeking “backstreet” purchases. 
• Social influence 
– “Purse-parties” where sellers are “friends of friends”. 
• May believe that counterfeits is not criminal or 
morally wrong (justifications): 
– Purchasing counterfeits is not illegal in the U.S. 
(counterfeiting is considered different from ‘piracy’) 
– However, selling counterfeits is illegal! 

What are some examples of “moral considerations” that consumers consider when deciding to purchase (or not purchase) counterfeits? 

Consumers are more likely to buy counterfeits in 
status categories and for conspicuous products 
– 99% of consumers think buying counterfeits is morally 
wrong 
– Moral concerns are often related to: 
• Conditions of the producers of counterfeits (sweatshop 
labor) and being deceptive to close others (pretending to 
own the real thing) 
The strongest deterrent of buying counterfeits is product safety (it is 
estimated that up to 15% of all medicines are counterfeited; alcohol is 
another frequently counterfeited product category). 

What can brands do to combat counterfeits?

Have a counterfeit “hotline” to encourage consumers 
to report counterfeit sellers (create “vigilante” 
customers). 
2. Lobbying to support stricter regulations and 
punishment (including laws prohibiting counterfeit 
purchases). 
3. Make logos more inconspicuous (less likely to be 
counterfeited). 
4. Create “authenticity” labels that cannot be replicated 
(or are to costly to replicate). 

Why do we need to measure brand performance? 

Marketing departments are finding themselves 
under increasing pressure to justify their 
spending, prove the effects of their marketing 
campaigns, and demonstrate program success... 
or risk losing their budgets. 
Accountability: We are expected to show 
return on marketing investments (including 
our brand building efforts) 

What are the “pillars” of brand equity? 

Assets

Strength

Value

Assets

• Awareness 
• Reputation 
• Personality 
• Values 
• Imagery 
• Preferences/ 
attachments 
• Patents and 
Trademarks 

Strength

• Market share 
• Market 
leadership 
• Growth rate 
• Loyalty rate 
• Price 
premium 
• Market 
penetration 
rate* 

Value

• Net 
discounted 
cash flow 
attributable 
to the brand 
(after capital 
invested to 
produce and run 
the business and 
the cost of 
marketing) 

What is goodwill?

the difference between the price paid 
and the book value of the company. Aligns the tangible assets with 
intangible assets

What influences goodwill?

• Consumer loyalty, awareness, brand image and 
“coolness”. 
• Growth potential (the brand’s future). 
• Brand synergy (acquisition of a well-known brand 
can influence other brands in the brand portfolio). 
• Brand-related resources (creative products and 
brand elements) and human resources. 
• Media connections (leveraging existing connections).

What are the six main outcomes we need to measure to capture brand performance? 

1. Brand awareness: Recall and/or recognition? 
   Q: Which product category (what type of product) 
   does these brands currently serve? (Brand 
   recognition) 
   Q: When you think of cereal, which brands come to 
   your mind? (Brand recall) 

2. Brand Attitudes (favorability) 
   • How much do you like brand X? (scale) 
   • Bipolar: “Positive – Negative” 
   3. Brand Attachment and Brand Love 
   • Connection (to self or others) 
   • Passion for the brand (likelihood of 
   advocating for the brand and/or join a brand 
   community) 
   • “I love brand X” (agree-disagree) 
   4. Brand Separation Distress: 
   • How upset would you be if Brand X was 
   discontinued? 

5. Purchase Intentions: 
• How likely are you to purchase brand X 
during the next week/3 months/6 months? 
6. Brand Loyalty 
• When you buy _____how often do you buy 
brand X? 
• Would you buy another brand if the price of 
brand X was increased to ____? 
• Do you buy a different brand if there is a 
sale? 
• “I am loyal to brand X” (agree-disagree) 

What is a brand tracking study?

involve information collected 
from consumers on a routine basis over time 
– Often done on a “continuous” basis 
– Provide descriptive and diagnostic information 
– Often done by (or with help from) consulting firms

What is the role of “field experiments” when tracking brands over time? 

To see if there is a difference or increase in brand awareness, brand attitudes, brand image and traits