Comm 223 chapter 9 notes
Brand strategy and management
What is a brand?
The most distinctive skill of professional marketers is their ability to build and manage brands.
Brand: a name, symbol, icon, design, or a combination of these, that identifies the maker or marketer of a
A brand is not a logo, not a corporate identity system and not a product; it identifies a company, one of
its products or a product line.
If used for the firm as a hole, the preferred term is trade name
Brands are much more than just a trade name:
brands are powerful Provide legal protection
Have status and value Stand for something
Have personality and so involve our Know and connect with audience
emotions as consumers and as Expectations/consistent
Signify quality Branding helps the marketer
But a brand is not real, can’t be touched or pointed at.
A brand is nothing more than an idea.
Trademarks: can be names, symbols, characters, and even shapes. Trademark names have monetary value,
and therefore must be protected, and distinguished from regular or generic words with similar meaning.
Trademarked names are indicated with a superscript TM, and after a company has gone through a lengthy legal
process of registering its trademark, it indicates it with ® symbol.
The key to communicating brand meaning is to get consumers to associate your brand with just one word, so
that your brand owns that word in terms of brand positioning (Volvo = safety)
Brands are a key element in the company’s relationships with consumers. Brands represent consumers’
perceptions and feelings about a product and its performance.
Products are created in the factory, but brands are created in the mind.
A key factor in consumers’ relationship with brands is what they believe about them.
People as brands
People become brands, just as with products, their name takes on meaning that transcends the person. A true
brand has a life beyond its original product, and in the case of people as brands, the brand must have life and
meaning outside the person. Comm 223 chapter 9 notes
Celebrities and politicians aim to achieve brand power in their name. But personal brands (like
corporate brands) can be damaged as quickly as they were created
Are designs that represent the brand, and that may or may not incorporate the brand name.
Sometimes, managers feel that their logo needs an update (royal bank changes every 10 years)
Brand personality: the sum total of all the attributes of a brand, and the emotions it inspires in the minds of
Brand managers describe their brand by using the same kinds of adjectives we might use to describe people,
and they use those attributes to establish the brand’s positioning.
Status of a brand’s personality: brands occupy a level of social regard with respect to one another.
Brand equity: the dollar amount attributed to the value of the brand, based on all the intangible qualities that
create that value (difficult to calculate)
- The extent to which consumers are willing to pay more for the brand
- A measure of the brand’s ability to consumer preference and loyalty
It is the positive differential effect that knowing the brand name has on customer response to the product or
1. Differentiation: what makes the brand stand out
2. Relevance: how consumers feel it meets their needs
3. Knowledge: how much consumers know about the brand
4. Esteem: how highly consumers regard and respect the brand
Customer equity: the value of the customer relationships that the brand creates (the fundamental asset
underlying brand equity)
The process of estimating the total financial value of a brand
High brand equity provides a company with many competitive advantages
Brand strength can be measured through:
3. Knowledge and esteem
4. Customer equity Comm 223 chapter 9 notes
Branding strategy and management
Brand represents the consumer’s perceptions and feelings about a product and its performance. It is the
company’s promise to deliver a specific set of features, benefits, services, and experiences consistently to the
Brand name selection
- suggest something about the company
- easy to pronounce
Product Names - extendable
- registration and protection as
Positioning is even more important for brands because they are intangible
- brands can be positioned based on product attributes: the least desirable quality for brand positioning
because competitors can easily copy them
- they can also be positioned based on benefit
- but the best positioning is strong beliefs and values, because they engage consumers on a deep,
Marketers might use a licensing as a method of branding a new product, or they may partner with another firm
to co-brand a product