Lecture 1

Brand Equity and

Brand Elements
Dr. Lucy Ting
Lucy.Ting@manchester.ac.uk

Agenda
Week Overview
Monday + Tuesday: Branding
Wednesday + Thursday : Marketing Communication
Coursework

What is a Brand?
Brand Concept
Brand Elements

What is a strong Brand?
Brand Equity
Sources of Brand Equity

Week Overview
Week Overview
Mon
10
th
May
Tue
11
th
May
Wed
12
th
May
Thur
13
th
May
8:30-9:15
9:25-10:10
Introduction
of Branding
Brand
Extensions
Integrated
Marketing
Communic
ation
Personal
Selling and
PR
10:30-11:15
11:25-12:10
Brand
Positioning
Global
Brand
Discussion1
MarCom
Psychology
Ethics and
Marketing
14:00-14:45
14:55-15:40
Brand
Strategy
E-MarCom
Advertising
Other Tools
and
Discussion2
Discussion 1
Choose two of your favourite fashion
brands in China: one locally from China
and one from abroad.

Who are their target markets?
What are their products?
What are their main points of parity and points
of difference?
Do you agree with their positioning strategy?
How might the strategies be improved in your
opinion?
Discussion 2
Choose two of your favourite fashion
brands in China: one locally from China and
one from abroad.

What media do they choose to communicate
with their target markets?
How do they use Internet as a tool?
What are the messages they intend to deliver?
Does the messages correspond to the brand
images?
How might the strategies be improved in your
opinion?
What is a Brand?
A brand is a name, term, sign, symbol,
or design, or a combination of them,
intended to identify the goods and
services of one seller or group of
sellers and to differentiate them from
those of competition.
--American Marketing Associations (1992)
www.marketingpower.com
Brand Elements
Basic elements include

Brand Name
Logos and Symbols
Keller (2008) Chapter 4
Brand Elements
Basic elements include

Web address


Characters


www.wellbeing.com
www.diy.com
Keller (2008) Chapter 4
Brand Elements
Basic elements include

Packaging

Music

Slogans
Keller (2008) Chapter 4
www.thedieline.com
Putting it all together

Brand Identity

The common element sending a single
message amid the wide variety of its
products, actions and communications


Kapferer (2007)
6 Facets of Brand Identity
Personality
Culture
Self-Image Reflection
Relationship
Physique
Kapferer (2007)
I
n
t
e
r
n
a
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s
a
t
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o
n

E
x
t
e
r
n
a
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s
a
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Sender
Receiver
What is a strong Brand?


The result of a strong brand is that
customers willingness to buy one brand is
more than its competitors

Brand Equity
Does a brand worth a penny?

Brands have financial value because they
have created assets in the minds and hearts
of customer, distributors, prescribers and
opinion leaders.


Kapferer (2007)
Brand Equity
Customer-Based Brand Equity (CBBE)

It is the differential effect that brand
knowledge has on consumer response to the
marketing of that brand
A positive CBBE means customer might be
more accepting to the marketing activities (ie.
the marketing mix) for a brand

Keller (2008) & Keller (1993), Conceptualizing, Measuring and Managing
Customer-Based Brand Equity, Journal of Marketing, 57(1), pp. 1-29
Sources of Brand Equity
CBBE
Brand Awareness Brand Association
Keller (2008) Chapter 2
Sources of Brand Equity
CBBE
Brand Awareness Brand Association
Brand Recall Brand Recognition
Keller (2008) Chapter 2
Sources of Brand Equity
Brand Recall

Consumers ability to retrieve the brand from
memory when given the product category,
the needs fulfilled by the category, or a
purchase or usage situation as a cue

Brand Recognition

Consumers ability to confirm prior exposure
to the brand when given the brand as a cue
Keller (2008) Chapter 2
Sources of Brand Equity
How people process information?

When decisions are made at the point of
purchase, where brand name, logo, packaging,
and so on will be physically present and
visible, brand recognition would be important

When decision are made in settings away from
the point of purchase, brand recall would be
more important
Sources of Brand Equity
How to increase Brand Awareness?

Repeated exposure to increase familiarity


Strong association with appropriate product
category or relevant purchase or consumption
cue

Alba and Hutchinson, (1987), Dimensions of Consumer Expertise, Journal of
Consumer Research, 13(4), pp. 411-453
Sources of Brand Equity
CBBE
Brand Awareness Brand Association
Strength Favourability Uniqueness
Keller (2008) Chapter 2
Sources of Brand Equity
Strength

Personal Relevance of the brand and the
Consistency with which the brand is
presented over time can strengthen the brand
association.
Sources of Brand Equity
Favourability

Favourable association for a brand are those
associations that are desirable to consumers,
successfully delivered by the product, and
conveyed by the supporting marketing
program
Sources of Brand Equity
Uniqueness

The uniqueness of the brand gives
consumers a compelling reason why they
should prefer this brand than the others
Sources of Brand Equity
How to create Brand Association ?

Brand positioning strategy which give unique,
meaningful points of differences to the brand
to provide a competitive advantage and a
reason why consumers should buy