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Branding (Role of brands for organisations (benefit sales through…
Branding
Role of brands for organisations
enable premium pricing to be charged (Kapferer, 2012)
deter market entry from potential competitors (Kapferer, 2012)
guarantee future income (Doyle, 1989) through brand equity
facilitate their own entry into new markets (Kapferer, 1997)
increase bargaining power with distributors (Aaker, 1991)
command royalties through licensing (Kapferer, 2012)
act as a communication device to consumers (Goodyear, 1996)
benefit sales through identification and familiarity among consumers (Berthon et al., 1999)
familiar brands tend to be preferred
(Aaker, 1991)
encourage consumer loyalty (Kapferer, 2012).
Role of brands for consumers
stimulate emotional rewards such as nostalgia, a sense of identity and
fulfilment of personal values (Goodyear, 1996; Kapferer, 1997;
Lury, 1998).
communicate brand associations or activate brand inferences that contribute to consumer satisfaction (Aaker, 1991)
reduce perceived risk of a purchase (Berthon et al., 1999)
Financial
Performance
Social
inspire trust and increase consumers’ confidence in their purchase selection (Aaker, 1991)
facilitate consumers’ decision-making (Kapferer, 1997)
act as cues to information about products (Aaker, 1991)
facilitate identification and the cost to consumers of searching among offerings (Kapferer, 1997)
Brand name types
Suggestive - infers benefits
e.g. Sunblest
Descriptive
e.g. Gutter cleaning London
Arbitrary - existing but unrelated
e.g. Amazon
Generic - product category
e.g.Cellophane
Coined - made up
e.g. AXA
Brand equity
Accounting 'goodwill'
Recognition
Spontaneous recall
Would consider buying
Consumption
Brand identity
Organisational perspective
Sender
Kapferer, 2012, p. 164
Six facets identity prism
Culture
Ideaology
Relationship
With it's customers
Personality
Character traits
Reflection
Types of users
Physique
Physical features
Self-image
Customer self-image
Brand content
In addition to the product
As a result of the web
...but not limited to...
Care required to.....
not manipulate customers
over step product remit
Brand image
Consumer perception
Receiver
Brand reputation
External evaluation - multiple stakeholders
Purpose - define sender
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Purpose - Bridge gap
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Purpose - define recipient
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