Agenda 3 Flashcards
Uniqueness is important because
It tends to be a driving force in the direction and intensity of brand equity
A brands uniqueness reflects its
Quality
credibility
authenticity
and originality
Another way to describe uniqueness is saying that
The brand has personality
Personality/Uniqueness is measured from the perspective of the
Consumer
Dimension 1 of brand personality
Sincerity
Sincerity is
The extent to which the brand is considered down to earth, honest, wholesome, and cheerful.
Dimension 2 of Brand Personality
Excitement
Excitement is
The extent to which the brand is considered to have an exciting personality and/or is perceived as daring, spirited, imaginative, and up-to-date.
Dimension 3 of Brand Personality
Competence
Competence is
The extent to which a brand is considered reliable, intelligent, and successful
Dimension 4 of Brand Personality
Sophistication
Sophistication is
The extent to which a brand is considered upper class and charming
Dimension 5 of Brand Personality
Ruggedness
Ruggedness is
The extent to which a brand is considered tough and outdoorsy
3 Methods of communicating brand Personality/Uniqueness
- The speak for itself approach
- The message driven approach
- The Leveraging Approach
What is The “Speak-for-itself” approach?
This method allows brand equity to develop through an individuals trial and experience with the brand. The strategy is to get the product to consumers through sampling and sales promotions
What is The “Message Driven” approach?
Relies on strong message arguments to create brand equity. Typically considered the optimal strategy because it provides a compelling reason to adopt the brand. Sometimes called a “unique selling proposition”
It is used less today than it was in the past because brands are becoming more similar in consumers minds.
What is The “Leveraging approach”?
This method create brand equity through the concept of meaning transfer (That is, developing secondary meaning)
It does this by associating the brand with something else in the “culturally constituted world”
Brands often use the leveraging approach because it provides a convenient way to communicate the meaning of the brand.
Examples of Leveraging Approach
Associations can be connected to: other marketing offers (Sponsorships), Places (country of origin), Things (causes), and People (endorsers)
Another Common form of leveraging is
Co-branding
Examples of Co-Branding at the retail level
Mcdonalds or subway in Walmart
Happens warn two or more separate brands form an alliance to work together.
What is Co-branding at the product level
Ingredient Branding
Ingredient Branding
A special form of co-branding, occurs when one brand uses another as an ingredient.
Intel processors
Poptart cereal
Reese’s Ice Cream
Four Conditions for Ingredient Branding
- The ingredient is Highly Differentiated
- The ingredient is central to the functional performance of the final product
- The final products are not well branded themselves
- The final products are complex
360 degree branding is defined as
The extent to which a brand communicates its message across a multitude of platforms