Strategic Brand Management

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• What is stage 1 in Mindspace model? Stage 1: Brand awareness & Perception of quality = risk reduction
• What is stage 2 in Mindspace? Differentiation and relevance
• What is stage 3 in Mindspace? Social esteem and emotional bond
• What does the stages in mindspace lead to? Trust - How a brand can be built in our minds (mindspace)
• Disadvantages of brand extentions 1. Cannibalization of parent brand sales. 2. Potential Consumer confusion. 3. Limited extension opportunities
• Loyalty for FMCG By increasing brand awareness
• 2 parts of brand awareness Recognition & Recall
• Key areas of Brand-as-a-friend Comfort and Security
• Crossing the chasm Early adopters (visionaries) och Early majority (pragmatist)
• Low-involvement brands: Tactics Colors, sound, shape, brand name suggestiveness, celebrities
• Recognition When the purchase decision is made at the point of purchase, where the need for the product is stimulated by seeing the brand (FMCG)
• Recall When the brand name must be remembered (or recalled) once the need for the product occurs.
• Salience The difference between what is immediately thought of and those that come to mind later.
• Features of emotional brand? Familiarity, family well-being or safety
• Features of functional brands? Deliver core benefits
• Final / Optimal stage in consumer decision journey (traditional and modern models?) Loyalty
• Parts of brand wheel? Name, logo, textualization, slogan and design
• What is a low-involvement brand? When dealing with low-involvement situations (i.e., the target audience sees little risk in the purchase), it is not really necessary to completely accept the message as true (“curious disbelief”, Maloney, 1962). Therefore, creative content is important only to a certain extent to form a positive brand attitude.
• Importance of brand salience in the brand strategy? We purchase largely out of habit. I It is salience that divides big brands from little brands and this effect is related to market dominance. Big brands have greater levels of salience than small brands.
• Managing perception - emotions and unconscious behaviors Unconscious processes such as “mere exposure” and “classical conditioning” can sometimes lead to links in memory between a positive emotional response and a brand This positive emotional association with the brand has the potential for helping build positive brand attitude
• What is brand salience? (top-of-mind-awareness) = First brand mentioned in response to a spontaneous awareness question
• What is signs? The outcome/ meaning gained
• What is Signifier? Word or image - diamond (Denno)
• What is signified? Concept that is associated with the signifier - wealth, romance (Konno)
• Brand Positioning? The idea of brand positioning refers to the benefits or “image” associated with the brand. Central positioning and differential positioning
• Ruta 1: Low involvement/information? Provide 1 or 2 clear benefits, even exaggeration of the benefit - easy to convince
• Ruta 2: High involvement/ Informational Provide believable information about the brand that is consistent with the target audience’s existing attitudes, be careful not to over claim - hard to convince
• Ruta 3: Low involvement/transformational Key is the perceived emotional authenticity of the execution, and the target audience must like it - emotions
• Ruta 4: High involvement/transformational: Emotional authenticity is critical, and the target audience must personally identify with the feeling created - identity
• Pyramid of needs stage 1: Physiological needs (survival) - air, shelter, water, food, sleep, sex
• Pyramid of needs stage 2 Safety and Security
• Pyramid of needs stage 3 Social needs (friends och family)
• Pyramid of needs stage 4 Esteem - self esteem, confidence and achievement
• Pyramid of needs stage 5 (högst upp) Self-actualization - creative, problem-solving, authentically, spontaneity
• Steps for the low-involvement choice? Awareness → Trial → Repeat purchase.
• Above the line Build long-term brand equity
• Below the line: Stimulate immediate actions. Ex: Discount coupons, sales promotion.
• Refreshing favorable perceptions Related to something we already know “It’s not for girls - man på reklamen - tjock ny bar”
• Extending favorable perceptions: Evolving into new businesses and ideas “Virgin money
• New Usage situations: Finding new contexts for consumption
• Encouraging category substitutions Promoting product as a substitute in other categories. Ex: Kellogg's Special K- gick att vara breakfast till att vara även afternoon or evening snack
• Cause-related marketing: Adding a “good cause” to the value proposition. Ex: coca-cola samarbetade med WWF
• Brand attitude To build positive brand attitude we must take into account involvement and motivation
• Brand message deliver: 4 main options 1. Digital Media 2. Content Marketing: 3. Product Placement 4. Packaging
• onsumer perspective: 3 components from the consumer perspective as indication of value: (1) awareness of a brand leads to (2). Learning and the formation of attitudes about the brand, which will be influenced by emotional associations, ,which results in (3). Preferences for that brand, building brand loyalty
• Brand as-a-person: Create a personality for the brand, takes on human characteristics Aaker's personality traits: Sincerity, Excitement, Competence, Sophistication, Ruggedness Animalism: Attempts to humanize brands Social media: engage with customers Ex: Snickers - kändisar
• Brand as-a-friend: Build emotional attachment, an important area of consumers' lives, offer comfort and security - similar to that people find in human relationships. Brand Ecology: It considers not only the attitudinal, emotional and behavioral aspects of a brand consumption, but to explore how this brand related behavior integrates with wider social and cultural experience in the life world of the active consumer and in particular their media consumption
• Brands and romance Storytelling about love and romance is widely used in brand communications reflecting its universality and importance in consumers’ lives (...) This implies that brand communication emphasizing romantic love may be more effective if they depict love as part of a meaningful relationship rather than one based primarily on sexual attraction
• personal meanings Brand as person / friend, romance, nostalgia, underdog, heritage
• Social Differentiation Fashionization, Cool and cultural capital, Strategic cannibalization, Gender Identity:
• Fashionization Shift the focus from functional products into fashion items. “Nothing is as dangerous as being too modern; one is apt to grow old-fashioned quite suddenly” (Oscar wilde)
• Cool and cultural capital: It may include concepts such as: street, hip, authentic and real.
• Strategic cannibalization Deliberately limiting supply and replacing products well before the sales decline.
• Social integration: Brand community, neo-tribes, brand mythologies
• Neo-tribes A tribe is a group of individuals who share common codes, values or consumption habits
• The technology adoption life cycle Innovators - Early adopters (visionaries) - Early majority (pragmatist - mainstream market)- late majority - laggard
• Brand Extension Disadvantages Potential consumer confusion Cannibalization of parent brand sales Limited extension opportunities because it will not have the potential for its own unique identity
• source brand A source brand is when products are directly named, while a company brand acts as a guarantee of the product’s quality = Armani, EA7 = garanterad kvalitet.
• Endorser Endorser is one that acts as a guarantee of quality for a wide range of products , possibly ranging over a variety of lines. Ex. Yamaha
• Brand stretching Taking a brand into another related market, creating a new one.
• Brand retrenching: Cutting of extension. The decision of stretching or rather retrenching is strategic. How brand portfolios can be dropped or sold out.

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