(3.1) - (3.3) Active consumers & brand positioning & brand elements Flashcards
What does the digital transformation offers to consumers?
New ways to communicate with each other and with brands! Gather broad info on brands and products –> to obtain and consume them.
Draw the company to consumer scheme
SEE SCHEME
What are the most important findings out of the company to consumer scheme
Consumer got more options to be active and engaged»_space; digital media made the consumer more empowered, an active participant in the brand management process
What metaphor is ussed for managing customer relations?
CRM moved from bowling to pinball
Explain what social media firestorms are, and what the consequences are
The sudden occurence of many, dominantly negative social media expressions against a brand.
> Harms brand perception in short and long run.
> More harm when:
– Initiated by vivid trigger
– Linked to product, service or social failure
– Large volume of social messages
– Longer firestorm
What is brand identity?
Uniqe set of brand associations that the brand strategist aspires to create or maintain. The associations represent what the brand stands for and imply a promise to customers from the organizaiong members.
Explain the important check between brand identity and brand image
Brand identity reflects the target position of a brand as developed by the firm – brand image then reflects the position as perceived by the customers.
Important check for the company to see if they reach the desired brand identity
Define brand position
Brand position communicates the brand identity to customers: designing the company’s offering and image to occupy a distinctive place in the mind of the target market
What elements have to be clear before deciding on a brand’s positioning?
– Target market
> Consumers differ in perception, attitude, behavior and this in brand preference
> Market segmentation is helpful to divide consumers in homogenous groups with similar needs and behaviors
– Main competitors
– How is the brand similar to these main competitors?
– How is the brand different from these main competitors?
What is the key question of brand positioning?
What are the ideal points-of-parity and points-of-difference brand associations tov. competitors?
Define points of parity
Associations that are not unique to the brand, but shared with other brands! Can help to establish category/segment membership
» Super important to be “good enough” - if these associations are not achieved, other ones may not even matter
Define points of difference
Favorbale attributes or benefits that consumers don’t associate with competitors to the same extent»_space; provide credible reasons to choose this brand over others
What criteria should be used to choose points of difference?
DESIRABILITY out of consumer perspective
* Relevant association
* Distinctive association
* Believable associaiton
DELIVERABILITY out of company perspective
* Feasibility
* Communicability
* Sustainability
How to select brand positioning based on involvement?
General involvement is important: thinking of the brand, interacting with the brand, what interaction you WANT with the brand
* COGNITIVE INVOLVEMENT –> more willing to actively search and process info regarding the product/brand
* EMOTIONAL INVOLVEMENT –> more interested in the brand’s personality
Bring cognitive involvement (C) and emotional involvement (E) together in a quadrant:
- Low E, Low C
Brand awareness ex. chiquita banana - High E, Low C
Non-product related attributes and benefits, orientation to brand personality ex. Stella - Low E, High C
Product related attributes and benefits ex. Dell - High E, High C
Mixed positioning ex. Mercedes Benz
