Integrated Advertising, Promotion, and
Marketing Communications
Eighth Edition, Global Edition
Week 2
Chapter 2
Brand
Management
©
Copyright 2018 Pearson Education Ltd. All Rights Reserved 1
Chapter Objectives
1. Identify elements of brand image
2. Explain benefits of brand image for consumers and companies
3. Identify different types of brand names
4. Explain effective branding
5. Explain how to identify, create, rejuvenate, or change a brand’s
image
6. Explain how to develop powerful brands to build brand loyalty with
brand equity and fend off brand parity.
2
Elements
QuickofExercise
Brand Image
Tangible elements Intangible elements
l Goods or services sold l Corporate personnel
l Retail outlets where the p Ideals
product is sold p Beliefs
l Advertising and Promotion p Conduct
l Marketing communications l Environmental policies
l Brand name and logo l Corporate culture
l Packaging and labels l Country location
l Employees l Media reports
3
Brand Image: Benefits to Consumers
seols poduot quality grud
brund hemage
1 ( 保證 )
Unfamiliar settings (e.g. on a trip)
Provides positive assurance Little or no previous experience
Reduces search time (no need to evaluate several
brands)
Provides psychological reinforcement (wise purchase
decision) G 覺得⾃⼰得好好 → 好叻 ,
Provides social acceptance
G
gord queliy podus
buy →
4
Quick Exercise
Brand image provides positive assurance to
consumers in unfamiliar settings.
5
Brand Image: Benefits to Companies
dwenew
Original foodat pndeng pihuw
PL Pr
;
t
( 擴州 ⼀ Calso god )
o
l Extension of positive feelings to new products
l Ability to charge more (strong image) ( E g Appe Lv ) . .
l Consumer loyalty
l More frequent purchases thar fionds Consumers o
⼀
l Positive word-of-mouth endorsements
l Greater channel power leg retailers maintain
haunelpovlousuma c
l Attracts higher quality employees to af a goodbrund→
want wwk
l More favorable ratings by financial observers and
analysts ( 潛在投资者 )
6
Types of Brand Names
⼀明顯
1. Overt names – reveal what a company does, e.g.
American Airlines
2. Implied names – contain recognizable words or
word parts that imply what a company does, e.g.
PARKnSHOP
召shp phyna pnh
→
O
sww yuuitsashy
tiheyea
3. Conceptual names – capture the essence of what a
company offers, e.g. Google (googol means 10100，
envision a place with endless number of items)
4. Iconoclastic names – something unique, different
and memorable, e.g. Nike
7
Quick Exercise
Apple is a(n) icono stinda names because Steve
Jobs thought the name sounded “unique and fun” for
his company.
8
Effective Branding
Branding to develop brand name(s) to communicate with
consumers have different forms: Mendorslocalo Asahila
(
1. Family brands -
– a group of related products sold under one name
– transfer associations to new products
2. Brand extension
– the use of an established brand name on new products not related to
the core brand 原本出 → 出理台产
3. Flanker brand
– develop a new brand sold in the same category as another product
– Goal: capture a bigger market share without competing current
brands
9
Quick Exercise
Diet Coke and Zero Coke are added as famiy
brand of Coca Cola.
10
Quick Exercise
Virgin use braud exteusion to put an established brand
name on new products not related to the core brand.
11
Quick Exercise
Xiaomi developed a new flank brand Redmi
with lower price to capture a bigger market share
without competing with Xiaomi.
12
Effective Branding
4. Co-branding - the alliance of two or more brands to
build brand equity in both brands:
l Ingredient branding - the placement of one brand
within another brand, e.g. Intel processors in various
brands of computers
l Cooperative branding - the joint venture of two or
more brands into a new product or service, e.g.
Standard Chartered Cathay Mastercard
l Complementary branding - the marketing of two
brands together to encourage co-consumption, e.g.
Coca Cola at McDonald’s
13
Quick Exercise
所 pedran branding with
the placement of one brand
of food within another brand
of fast food restaurant is
commonly seen.
14
Quick Exercise
Counperafine branding of two brands into a new
product line of clothing can attract new customers.
15
Quick Exercise
The Complomatany branding of two brands together
encourages co-consumption of express flower delivery
service.
16
Brand Logos
n A brand logo is the symbol for consumers
– to remember brands and company messages
– to reduce search time during shopping
n Effective logos should be:
– recognizable (can recall image stored in memory)
– familiar (can remind shopper of brand name)
– consensual (shared meanings across cultures)
– evokes positive feelings for the branded items ”
17
1. Evaluating current Brand’s Image
n Compare with competitors
n Identify the strength and weakness
n Correct misperception
n Build on current image
n Promote target image
n Marketing communications send to customers,
supplier and employee
18
Quick Exercise
Cathay Pacific, after the current brand image of an
airline, is introducing a new travel lifestyle brand 'Cathay' .
19
2. Creating a Brand’s Image
Sends clear message of unique
nature of
• company
• products
A strong image to portray
• what the firm sells
• what it stands for
20
Quick Exercise
Foodpanda is a brand image of "fun and
easy going" by using a simple and eye-catching logo
and name.
21
重新注入
3. Rejuvenating a Brand’s Image
n Help former customers rediscover the brand
n Offer timeless consumer value
⼀與時俱進
n Stay true to original, but contemporize
Geg GeerComm 新豬猪⾁
. →
n Build a community of loyal consumers (retaining
current customers, winning back former customers,
and attracting new customers)
22
Quick Exercise
Wong Lo Kat has been rejuvenatiug its brand
image with increasing sales in China.
23
4. Changing a Brand’s Image
n Necessary when
– target market getting smaller
– product not matching consumer needs
n Requires more than advertising
– change the name and logo
– change the product mix Cole lighl l
In 0
n Begins internally – then moves outward
24
Quick Exercise
KFC keeps chunging its image when target
market (US market) getting smaller and product (fried
chicken) not matching consumer needs.
25
Building a Powerful Brand
• Invest in the brand
• Create awareness
• Offer authenticity or uniqueness
• Build trust
• Deliver a positive experience
• Offer value
• Utilize social media
• Utilize mobile phones
(smartphones)
• Act socially responsible
26
Brand Loyalty
n Ultimate objective of building powerful brands
n Only brand that customers purchase
n Drivers of brand loyalty
– Emotion
– Value
n Consumer experience
27
Quick Exercise
Apple has brand hoyaulty . Apple is the only
brand that Apple fans will purchase.
28
Brand Parity vs Brand Equity
n Brand Parity: when consumers see very few
differences among brands
n Brand Equity
– Set of characteristics makes brand unique
– Helps fight brand parity
– Perceived better
29
Quick Exercise
Consumers sees only minor differences among the
various brands of televisions. This is an example of
braul .
pavily 30
Quick Exercise
IKEA has a strong brand . Its customers believe
equrty
its products are definitely worth buying.
31
Review Question 1
When you know other people have purchased the
same brand that you are buying, the feeling is called
.
,
A) social acceptance
B) reliability
C) cognitive dissonance
D) brand recognition
32
Review Question 2
A strong brand image gives when
consumer has little experience in this product.
A) memorable reference
,
B) positive assurance
C) immediate feedback
D) increased purchasing options
33
Review Question 3
American Airlines and BMW Motorcycles are examples
of names.
。
A) overt
B) implied
C) conceptual
D) iconoclastic
34
Review Question 4
Nike selling a line of clothing to go along with its main
product (shoes) is an example of a .
A) flanker brand
B)
0 brand extension
C) cooperative brand
D) complementary brand
35
Tutorial Exercise 1
Identify one type of product that the brand
is not important for your purchase. Why?
Write down the answer with one-minute
oral presentation in class
36