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    Branding 2 ENG 24

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    Lilla Király

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    © All Rights Reserved
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    Branding 2 ENG 24

    Uploaded by

    Lilla Király
    10 views20 pages

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    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    10 views20 pages

    Branding 2 ENG 24

    Uploaded by

    Lilla Király

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    You are on page 1of 20

    Branding

    Lecture 2: Brand models, brand


    authenticity, brand safety
    Dr. habil. Kovács András, Ph.D.
    associate lecturer
    Kovacs.Andras2@uni-bge.hu
    Office hours: Tuesday, 9:00-10:00 AM., 2nd
    floor, Office 219
    Attention economy

    Why and how we fight


    for the attention of others...

    https://www.youtube.com/watch?v=50
    R21mblLb0&feature=youtu.be
    • Van Ham says: "The best way to describe the concept of brand is,
    a living image of a product in the mind of the customer."

    • According to Olins, brand is "directly linked to money, value and


    profitability. ... This is one of the fundamental reasons why the word 'brand' has
    displaced all concepts - identity, image, reputation, individuality, etc. - in
    business."

    • According to Dish, "The meaning and existence of a brand is to make a


    complex world more transparent and reliable through clear sign structures."

    • According to Chernatony: "A brand is a cluster of functional and emotional


    values that enables a promise to be made about a unique and welcome
    experience."

    „BRAND MANAGEMENT IS PROMISE MANAGEMENT”


    Brands for customers:
    • Long-term reliable supply ("We know we can always rely on the
    brand, it offers more than a no-name product")

    • Quick decision, convenient purchase, "shortcut" ("We know what it is


    at first glance.")

    • Risk-free, secure purchase, guarantee ("You know what you're


    getting.")
    Soruce: Papp-Váry Á.
    Forrás: https://www.quora.com/What-do-you-mean-by-brand-value
    BRAND’S
    DIMENSION
    S

    Aaker brand equity


    model
    Vicious Circle of good brands
    Brand „knows”what makes BRANDS IN
    us happy
    TIME

    Brand Brand
    develops learns
    and sells

    Brand
    positioning
    itself

    Brand helps in shopping Brand makes us satisfied


    decisions with decisions we made
    Brand-pyramid
    BRANDS
    and
    HIERARCH
    Y of
    VALUES
    Promised
    experience
    Emotional
    values
    Functional values
    Brand iceberg model SERVICE ECONOMIES

    VS

    EXPERIENCE ECONOMIES
    STRATEGIC
    TIES OF
    BRANDING

    Forrás: Chernatony, 2010 p 15.


    BRAND-
    PRODUCT-
    COMPANY-
    COMPETITION-
    CUSTOMER
    Keller’s brand equity pyramid
    BRAND
    DEVELOPME
    NT
    modell Steps to do…
    • 1.To help consumers identify the brand and
    associate it with a specific product category or
    consumer need.

    • 2.To represent the full brand message in consumers'


    minds by linking a set of tangible and intangible
    brand associations to specific product attributes.

    • 3.Evoking the appropriate consumer response to the


    brand.

    • 4.Translating brand feelings (reaction to the values


    represented by the brand) into an intense, active and
    loyal relationship.
    A Coca-Cola
    example…
    Kapferer’s brand identity (prizm) model
    BRANDS FOR
    THE COMPANY
    AND FOR THE
    CUSTOMERS
    Authentic brands according to Gilmore and Pine:
    • Natural authenticity, Pl. L’Occitane

    • Original authenticity, Pl. Coca-Cola

    • Exceptional authenticity, Pl. Lexus

    • Referential authenticity, when the brand refers to some other inspirational


    • Context. E. g. Audi – Germany, German technology – „Vorsprung durch
    Technik”

    • Transformational, e.g.: brand motives people to live a better life


    Brand safety… today it has a great
    importance…
    Do you know them…???

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