BPM

SESSION 3
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.
Session 3 Overview
 Online Activities 3 Feedback
 Chapter 3

 Activity 1: CBBE Collage

 Activity 2: Brand Mapping

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

 Mid-term Exam 30%
 10am on Saturday, 24 August 2019 at
the Auditorium at Parramatta South
Campus PS-EE.G.19
 Chapters 1 to 5
 25 multiple-choice questions (25 marks)
 1 out of 2 short essay questions (35 marks)

 Please allow sufficient time to get to

Parramatta South Campus

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Preparation for Mid-term
Exam
Best preparation for your mid-term exam:
 Read and study textbook chapters before
start of class
 Complete/practice the online and workshop
activities
 Work on your brand reflection assignment

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

 CHAPTER: 3
BRAND RESONANCE
AND THE BRAND VALUE
CHAIN

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Learning Objectives
 Define brand resonance
 Describe the steps in building brand
resonance
 Define the brand value chain
 Identify the stages in the brand value
chain
 Contrast brand equity and customer
equity

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Building A Strong Brand: The Four
Steps of Brand Building

1. Ensure identification of the brand with customers

and an association of the brand in customers’
minds with a specific product class, product
benefit, or customer need.
2. Firmly establish the totality of brand meaning in
the minds of customers by strategically linking a
host of tangible and intangible brand associations.
3. Elicit the proper customer responses to the brand.
4. Convert brand responses to brand resonance and
an intense, active loyalty relationship between
customers and the brand.

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Figure 3.1- Customer-Based Brand
Equity Pyramid

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Figure 3.2 - Subdimensions of Brand
Building Blocks

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Brand Salience

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

 * Brand depth & breadth

* Product Category
Structure
- product class
- product category
information
- product type
- brand information

Courtesy, Foote, Cone & Belding

1
11
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Figure 3.3 Beverage Category
Hierarchy p110

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Brand Performance
 Describes how well the brand:
 Meets customers’ more functional needs
 Dyson Vacuum Cleaner
https://www.youtube.com/watch?v=z_pG2-ybyfk
 Rate on objective assessments of quality
 Satisfies utilitarian, aesthetic, and
economic customer needs and wants in the
product or service category
 https://vipp.com/en-us/story/marie-moma-us

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Attributes and benefits that underlie brand
performance: (see ad examples in notes pages)
• Primary ingredients and supplementary features. E.g. toothpaste, cosmetics, painkillers
(advil)
• Product reliability, durability, and serviceability. E.g. cars, vipp bins, computers, etc.
• Reliability: Measures the consistency of performance over time and from purchase
to purchase.
• Durability: Is the expected economic life of the product.
• Serviceability: The ease of repairing the product if needed.
• Service effectiveness, efficiency, and empathy. E.g. cars, shoes – mister minit,
maintenance,
• Effectiveness: Measures how well the brand satisfies customers’ service
requirements.
• Efficiency: Describes the speed and responsiveness of service.
• Empathy: Is the extent to which service providers are seen as trusting, caring, and
having the customer’s interests in mind.
• Style and design, e.g. Vipp, B&O, Space, Top3 by Design
• Price, e.g. Sunbeam, Rolex, Coach vs. LV
Consumers may organize their product category knowledge in terms of the price tiers of
different brands.
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.
Brand Imagery
 User profile/imagery
 https://www.rolexmagazine.com
Purchase and usage
situations/imagery, e.g. cars
 Brand personality and values, e.g. Fiat
 https://www.youtube.com/watch?v=cTr8WGcmKH0
 Brand history, heritage, and
experiences, e.g. Chanel

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Brand Judgements
 Quality, e.g. hotels, travel tours
 Credibility, e.g. Qantas, Singapore Airlines,
Virgin, Vipp
 Consideration
 Superiority

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Brand Feelings
 Customers’ emotional responses and
reactions to the brand, e.g. Morgans Hotel
Group
 www.morganshotelgroup.com
 Relate to the social currency evoked by
the brand
 Feelings can be:
 Experiential and immediate, increasing in
level of intensity
 Private and enduring, increasing in level of
gravity
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.
Brand Resonance
 Behavioral loyalty
 Attitudinal attachment
 Sense of community
 Active engagement

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Figure 3.2 - Subdimensions of Brand
Building Blocks

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Brand Building Implications
 Customers own the brand
 Don’t take shortcuts with brands
 Brands should have a duality
 Brands should have richness
 Brand resonance provides important
focus

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Figure 3.4 Possible Measures
of Brand Building Blocks – Part
I p123

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Figure 3.4 Possible Measures
of Brand Building Blocks – Part
II p123

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Figure 3.4 Possible Measures
of Brand Building Blocks – Part
III p124

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Figure 3.4 Possible Measures
of Brand Building Blocks – Part
IV p124

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

 Activity 1: CBBE Framework
 Agree on the sub-dimensions, and add them
to the triangle page
 Construct a visual CBBE framework for your
assigned brand.
 You have 45 minutes to complete your CBBE
framework.
 Discussion of posters

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

 Evaluation Criteria for a good
Poster
 Does the poster/collage invite discussions about
the topic? What attracts people to this poster?
 Is this poster well-constructed and self-
explanatory?
 Is the use of captioned illustrations, photographs,
graphs or other types of visually appealing
material sufficient and adequate?
 Is the content being communicated clearly? Are
the major points conveyed?
 How about the overall presentation?

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

 Activity 2: Brand Mapping
In groups of five discuss your strategy to measure
the brand associations for your chosen FMCG brand
 What information are you going to collect for your
secondary data collection?
 If collecting primary research, what questions are you
going to ask the respondents? What resources
(materials, etc.) will you need for your
interviews/surveys?
 How will you measure strength, favourability, and
uniqueness of brand associations? (pp343-344)
Also Read:
Deborah Roedder John, Barbara Loken, Kyeongheui Kim, and Alokparna
Basu Monga (2006), "Brand concept maps: A methodology for
identifying brand association networks," Journal of Marketing Research,
43 (November), 549-563.
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.
9-7 Example of Brand Association Ratings
in Terms of Strength, Favorability, and
Uniqueness p344

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Brand Reflection
Assignment

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Brand Reflection
Assignment

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Figure 8-3a Classic MTV Mental
Map

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Figure 8-4 Sample Mayo Clinic
Brand Concept Map, p298

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Use of Concept Cards
 Concept Cards help to discuss more
complex brand concepts and
associations
 Concept Cards - Innovation Tool for
Developing Insights:
 http://www.youtube.com/watch?
v=iirXhkzlLYI

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Concept Cards

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Concept Cards

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Concept Cards

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Figure 3.5 - Brand Value
Chain

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

 Got milk? Ad Campaign
 www.gotmilk.com
 http://en.wikipedia.org/wiki/Got_Milk
%3F
 https://www.huffpost.com/entry/got-
milk-ads_n_4847121?
guccounter=1&guce_referrer=aHR0
cHM6Ly93d3cuZ29vZ2xlLmNvbS8&
guce_referrer_sig=AQAAABMR8CI8c
PPCGyDIFFjWBg9VOnMHbEZm2ydkq
sNvPlr2dnFawhdXt5epGdZwtUHaw4
uQ8BV8B2re1adJ6JHZEhZjbbERAs3H
nQmkmhyDuNoH9Y5SORQ4Q1b31H
ve0uLB1Gb3qkLtDZAgRiJaS0IAarPvZ
XSdMptUY3cWwR_TppIM

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

To Sum up...
 Implications of brand value chain
 A necessary condition for value creation is
a well-funded, well-designed, and well-
implemented marketing program
 Value creation requires more than the
initial marketing investment
 Allows to estimate shareholder value and
the investor sentiment multiplier through
investor analysis and interviews

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

 Next Session
 Study and prepare Chapters 4 & 5
 Complete online activities 4 & 5 including (you are
completing two sets of online activities)
 Complete online Brand Blog 1
 Take pictures of a FMCG product/brand of your choice (back,
front, sides) and discuss the effectiveness of brand elements
used as well
as their purpose.
 Post your blog, and comment on two blogs of your choice before
start of your class.
 Complete online Brand Blog 2
 Analyse the marketing mix integration of a brand of your choice.
 Post your blog, and comment on two blogs of your choice before
start of class.
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.