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    Brand Leadership: Prepared by Zeina El Hasan

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    Zaina Hassan
    The document discusses brand leadership and defines it as supportive brand processes and a brand's ability to continually achieve excellence. It identifies four key factors of brand leadership: perceived quality, perceived value, perceived innovativeness, and perceived popularity. The document also outlines four main challenges of brand leadership: the organizational challenge, the brand architecture challenge, the brand identity and position challenge, and the brand building program challenge.

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    Brand Leadership: Prepared by Zeina El Hasan

    Uploaded by

    Zaina Hassan
    51 views11 pages
    The document discusses brand leadership and defines it as supportive brand processes and a brand's ability to continually achieve excellence. It identifies four key factors of brand leadership: perceived quality, perceived value, perceived innovativeness, and perceived popularity. The document also outlines four main challenges of brand leadership: the organizational challenge, the brand architecture challenge, the brand identity and position challenge, and the brand building program challenge.

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    Brand Leadership

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    The document discusses brand leadership and defines it as supportive brand processes and a brand's ability to continually achieve excellence. It identifies four key factors of brand leadership: perceived quality, perceived value, perceived innovativeness, and perceived popularity. The document also outlines four main challenges of brand leadership: the organizational challenge, the brand architecture challenge, the brand identity and position challenge, and the brand building program challenge.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    51 views11 pages

    Brand Leadership: Prepared by Zeina El Hasan

    Uploaded by

    Zaina Hassan
    The document discusses brand leadership and defines it as supportive brand processes and a brand's ability to continually achieve excellence. It identifies four key factors of brand leadership: perceived quality, perceived value, perceived innovativeness, and perceived popularity. The document also outlines four main challenges of brand leadership: the organizational challenge, the brand architecture challenge, the brand identity and position challenge, and the brand building program challenge.

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    Brand

    Leadership
    PREPARED BY ZEINA EL HASAN
    What is Brand Leadership?
    The concept of brand leadership was first introduced by Aaker (1996) and later defined as supportive
    brand processes and the ability of a brand to continually achieve excellence (Aaker and
    Joachimsthaler, 2000).
    Examples
    Factors of Brand Leadership
    Factors Definition
    Perceived quality Consumers’ judgment about a product’s relative superiority in a market

    Perceived value Consumers’ evaluation of a product’s relative financial value based on what they
    give and receive

    Perceived innovativeness Consumers’ perception about a brand’s relative capability to be open to innovative
    ideas and work on new solutions.

    Perceived popularity Consumers’ perception about a brand’s relative popularity reflected by brand
    awareness and consumption.
    In this model, the brand management
    process acquires different characteristics

    The brand manager is higher in the organization, has a longer time job
    horizon, and is a strategist as well as communications team leader.

    Building brand equities and developing brand equity measures is the


    objective.

    The focus is on multiple brands, multiple products, and multiple markets.


    Challenges in Brand Leadership
    1. The Organizational Challenge:
    Establish common vocabulary and
    tools, an information system that
    Create structures and processes
    allows for sharing information,
    that lead to strong brands, with
    experiences and initiatives, and a
    strong brand leader(s) for each
    brand-nurturing culture and
    product, market or country.
    structure.

    Brand management must be seen as


    Everyone on the brand team part of the total management process
    needs to understand the brand and not only as a specialist marketing
    building process. activity
    Challenges in Brand Leadership
    2. The brand architecture challenge:

    Clarify what is offered


    Identify brands, sub-
    to the consumer and to Promote the leveraging
    brands, their
    create synergies of brand assets.
    relationships and roles.
    between brands.

    Understand the role of


    brands, sub-brands, and Determine the relative
    endorsed brands in role of each brand of
    order to know when to the portfolio.
    extend them.
    Challenges in Brand Leadership
    3. The brand identity and position challenge

    The brand identity


    Assign a brand identity to
    challenge should have a
    each managed brand and
    long-term focus in order to
    to position each brand
    integrate the brand
    effectively to create
    building process into the
    clarity.
    fabric of the organization.
    Challenges in Brand Leadership
    4. The brand building program challenge:
    Create communication
    programs and other Consider alternative
    brand building activities media in addition to
    to develop brand advertising.
    identity.

    Do what is necessary to
    The brand strategy must change customer
    maximize shareholder perceptions, reinforce
    value. attitudes, and create
    loyalty.
    References
    • Aaker, D., & Joachimsthaler, E. (2000). Brand Leadership. New York: Free Press.

    • Chang, Y., & Ko, Y. J. (2014). The brand leadership: Scale development and validation. Journal of Brand Management,
    63-80.

    • Johnson, D. S., & Grayson, K. (2005). Cognitive and Affective Trust in Service Relationships. Journal of Business
    Research, 500-507.

    • Kunz, W. H., Schmitt, B., & Meyer, A. (2010). How Does Perceived Firm Innovativeness Affect the Consumer? Journal of
    Business Research, 816-822.
    Thank You !

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