Branding Objectives

Objectives Marketing Objectives

• To establish the function of brands to the main
stakeholders. To increase sales by 5% within 12m
• To explore the components of a brand. To achieve a market share of 8% by 2022
To build repeat purchase rates to 25% within 12m
• To analyse how brands are an asset for
organisations and a source of additional value for
customers.
• To examine the market opportunities for brand
portfolios and design effective market coverage
through several brands.

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Achieving objectives Defining Brands

It is a name, term, sign, symbol or design or a
combination of these that identifies the products or
services of one seller or group of sellers and
differentiates them from those of competitors.
(Yin 2005, Kotler and Armstrong, 2012)

A brand image is where the consumer makes an

emotional attachment to the product. (Alreck & Settle,
1999; Lindstrom, 2005; Pickton & Broderick, 2005)

Brand image is the “perceptions about a brand as

reflected by the brand associations held in consumer
memory”. (Keller, 1993)
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Evian. Live Young

Isklar. Pure glacier. Pure branding.

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 What are the benefits of What context will the brand be created in?
building brands? From an organisation’s perspective, we need to analyse the
context within which the brand is created:

In groups of 3-4 discuss the points below ❖ What market are we in, who is our target market?
❖ What is the customer profile and buyer behaviour of the target
1. In groups think of some brands that you use or are familiar with, e.g. market?
Nike, Gucci, Apple. Briefly highlight the difference between a product and a ❖ Who are or will be our main competitors?
brand. ❖ What do we want our brand(s) to represent?
❖ How do we ensure that our target audience (or audiences)
2. Summarise the benefits of a brand for:
a) The organisation perceives our brand as the superior alternative?
❖ Can we ensure that we have a better market position than our
b) Consumer competitors?
❖ Do we use one brand or several brands to achieve effective
Aim to complete this in 10-15 minutes
market coverage?

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What will the brand mean What makes a strong brand?

to the user?
Strong brands have the following in common:
From a consumer’s perspective, branding should answer
❖ Excels at delivering the benefits customers truly desire
the questions:
❖ Stays relevant to the customer
❖ Provides added value to the customer
• What is it? ❖ Clear positioning
• What’s it for? ❖ Consistent
❖ Brand portfolio and hierarchy fit together
• What does it do? ❖ Builds strong brand equity through a range of co-ordinated
• What will it do for me? marketing activities
• What are the benefits for me? ❖ Brand managers understand what the brand means to
consumers
• How is it different to my regular brand? ❖ The brand is supported over a long time
• Will it be worth using this brand long-term? ❖ The company monitors sources of brand equity.

Keller (2001)
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Model of brand dimensions Brand Essence

Functions Personality /
How do people Image
What is it?
feel about it?
What is it for?
Do they like it
What does it do?
/ respect it?

Brand
Essence
How is it What does the
better? company stand
How is it for?
different? What are the
aims?
Differences Source

Source: Leo Burnett Brand Consultancy in Randall (2000 p.7) 11 12

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 Product/Brand ‘Halo Effect’ Strategic Role of Brands
Brand Product
• Design
• Values • Performance
• Brand Image • Ingredients/components
Brand’s Product’s
• Image of stores • Size/Shape
intangible Halo visible and
where sold effect
values and differentiating • Price
• Perceptions of
imagery characteristics • Marketing
brand users Communications

Brand Product
Aspiration Satisfaction
Expectations

Source: Kapferer (2004)

(Fill and Turnbull, 2019)
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Brand functions in the The social and psychological

communication process function of the brand
Unawareness level: Brand Consumer
brands which are not benefits benefits
known to user Preference level:
brand of choice for Involvement Social language of brand
1 category need Symbolic Self-enhancement
Awareness level: Emotional Meaning Self-positioning
recall and 2 4
Realm Personal Transformation of
recognition authenticity experience
Reassurance Safe choice
Acceptability level:
3 5 Loyalty level:
brand will fulfil brand which we
Keeping Easy choice
repurchase due Functional
category need promises of Certainty in an uncertain
to emotional or Realm
performance world
relational bond
Replicability of
Source: After Keller (2003, p.67) 15 Source: Ellis R. (2000) satisfaction 16

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Kapferer’s Prism of Identity

Brand Identity
Picture of sender
E Tactile features like product and
x packaging
Brand associations e.g. Body Shop, I In groups of 3-5 identify the 6 components of the brand
t Chanel, OrPersonality
metaphorical/ ones like n
Physique
t
identity prism for Evian water:
e Orangina, Budweiser, Image
Frosties’ Tony the Tiger, Compare
r the Meerkats e
n Coca Cola, After Eights r
n
1. Physique
a
l a 2. Personality
Brand communities engender this The organisation’s values such as l
i 3. Culture
s well, but even irregular purchases
Relationship
Starbucks, Co-op’s ethics, Google
Culture i
a like Harley Davidson free information s 4. Relationship
t a
t
5. Customer Reflection
i
o i 6. Self Image
Brands which are aspirational The inner dialogue which feeds o
n
project an image of who their into self-image is evident in brands n
Reflection
customers would like to be. like WeightSelf-image
Watchers, who I want
to be like Dior.

Source: Kapferer (2004) Picture of recipient 17 18

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 The components of brand identity Dimensions of Brand Personality
Brand Orientation
• Corporate Brand
Philosophy BRAND
• Brand Practices PERSONALITY
• Brand Equity

Corporate Company Brand

Brand Vision Culture Sincerity Excitement Competence Sophistication Ruggedness
Brand
Identity
•Down to •Daring •Reliable •Upper Class •Outdoorsy
Articulated Brand Brand ‘in use’ earth •Spirited •Intelligent •Charming •Tough
Promise Encounters •Honest •Imaginative •Successful
• Strategic and Tactical Brand
Customer Brand • Internal Brand Service •Wholesome •Up-to-date
Positioning Image • External Brand Intermediaries •Cheerful
• Brand Personality • Relationship Management
• Brand Value Proposition • Customer Equity
• Intended brand Source: Aaker, J.L. (1997, p. 352)
communications

Source: After de Chernatony (2004) 19 (Aaker, 1997) 20

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Key Brand Constructs Brand Equity

The added value that a brand brings to a product.

(Louis and Lombart, 2010)

Brand equity is the differential advantage of the

branded product compared to the identical
unbranded product. This differential is known as
brand knowledge and consists of brand awareness
and brand image (Keller, 2008)
(Schmitt, 2012) 21 22

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Source of Brand Equity Customer Based Brand Equity

(Aaker, 1991) 23 (Keller, 1993) 24

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 Positioning alternative Positioning alternative
brand strategies brand strategies
❖ Product Brand strategy is a ‘portfolio’ approach in which there is a range of
individual products/brands each with their own unique positioning. Procter
and Gamble and Unilever are companies that have a range of individual ❖ Umbrella Brand strategy is where there is a house
brands, some competing with each other (e.g. soap powders like Daz, Ariel, brand (eg: Canon, Honda, Misubishi) but the individual
Vizir and Dash). The concept of ‘brand’ or ‘product management’ has been products are distinctly difference (e.g.: cameras,
attributed to P&G who expanded categories with a wide range of competing
brands.
photocopiers, inks etc.).
❖ Source Brand strategy is similar to Umbrella Brands
❖ Line Brand strategy is an offer extended to products which have synergy where there is a house brand (e.g.: Yves St Laurent
under one brand name (e.g.: different variations of hair treatments). Nestlé perfumes) but the individual products carry their own
introduced a new variation to the ‘countline’ (a chocolate-based bar) - the Kit
Kat ChunKy – to reinvigorate their chocolate bar range when the target
distinctly different brand name (e.g.: Opium, etc.).
market saw no relevance in the original ‘four finger’ bar. ❖ Endorsing Brand strategy is the umbrella brand which
covers all product types, product lines and individual
❖ Range Brand strategy, which involves offering a wide selection of products brands.
under a single area of competence, is most prevalent in the food sector.
Product names (e.g.; ‘fish pie’, ‘haddock pieces’) are kept distinct but they all
carry the overriding brand name (e.g.: Bird’s Eye).
Source: Kapferer (2000, p189) 25 Source: Kapferer (2000, p189) 26

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Summary References
❖ Brands are mainly the mental associations individuals ❖ De Chernatony, L., & Dall’Olmo Riley, F. (1998). Defining
have with a product, but brands may also be described a “brand”: Beyond the literature with experts’
as having a personality. interpretations. Journal of Marketing Management, 14(5),
❖ The main benefit for organisations to build brands is that 417-443.
the products become easily recognisable and add value ❖ Kapferer, J. N. (2012). The new strategic brand
above the product features, and therefore provide management: Advanced insights and strategic thinking.
consumers with brand equity. Brands also help
differentiation. Kogan page publishers.
❖ Schmitt, B. (2012). The consumer psychology of brands.
❖ The brand meaning symbolises the consumers self-
identity to others and membership of groups. Journal of Consumer Psychology, 22(1), 7-17.
❖ Till, B. D., Baack, D., & Waterman, B. (2011). Strategic
❖ Building plans is an integral part of marketing strategy
reflecting its importance for successful business. brand association maps: developing brand insight. Journal
of Product & Brand Management, 20(2), 92-100.

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Reading for next week

❖ Kotler et al. (2019) Chapter 17
❖ Fill and Turnbull (2023) p167-180, p199-216

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