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CBBE (Definition- brand knowledge > differential marketing response…
CBBE
Definition- brand knowledge > differential marketing response (brand choice, recall, promotion response, evaluation); prior brand impressions > current product performance perceptions i.e. cust brand knowledge affects brand equity
Pros- favourable reaction e.g. more accepting of extension, less price sensitive
Purpose
Directs future- existing brand knowledge permits future marketing programme design
Premise- brand power resides in cust experiences, mindset
Brand equity sources
Brand awareness- ability to identify brand under different circumstances
Components
Recall- can retrieve brand from memory
Enhance by linking to appropriate product categories, purchase/consumption cues e.g. slogan
Recognition- can confirm prior brand exposure when given cue
Enhance thru repeated exposure; boost brand familiarity
Pros
Learning- affects learning of future/additional brand associations
Purchase consideration
Choice- heuristic esp when low-involvement (lacks purchase motivation/ability)
Purchase motivation- dont care about products; brands in category lack perceived differences
Purchase ability- dont know other brands in category, hard to judge product quality (e.g. highly sophisticated technical products)
Brand image (perception)- based on associations (attributes/features, benefits; personal values)
Strength- personally relevant, consistent info presentation; direct experience, word-of-mouth more influential than from company-related info sources
Favourability (positive judgement)- satisfy needs; context-dependent e.g. faster but more expensive option not always ideal
Desirability
Relevant
Distinctive
Belivable
(Firm's) Deliverability
(Communication of) product performance
Performance sustainability
Uniqueness- compelling reason to buy relative to competitors; sustainable advantage; sustainable competitive advantage
Product category associations- may become linked to all brands in category e.g. believe brokerage houses are greedy, regardless which
Product-related attributes
Non-product related attributes
Identify, establish brand positioning (desired brand knowledge structure, identity)
Why?
Maximise potential firm benefits
Guide marketing strategy
Clarify brand meaning
Create right knowledge structure > ideal brand image
How?
1) Define, communicate competitive reference frame- category membership; product goals/functions
Target market
Segmentation (similar needs group) bases
Tradeoff- cost (standardisation/specialisation) vs. benefits
Descriptive/cust-oriented- demographic descriptors
Behavioural/product-oriented- clarifies ideal POD
Benefits sought e.g. teeth whitening
Brand loyalty- using "funnel" model to trace cust behaviour; which % of market at which stage, how to facilitate stage transition
Behaviour e.g. heavy users
Criteria
Identifiable- easy to identify segment
Size- adequate sales potential
Accessibility- distribution, communication channels
Responsiveness- to marketing programmers
Competition nature
Indirect (broad category definition)- based on performance (attribute), abstract (benefit) level associations; recognise more threats, opportunities
Multiple reference frames (e.g. from broad category definition or brand serves same function thru different product type)
Choose robust positioning- effective across all selected frames
Or prioritised positioning (most relevant competitive frame)
Not "lowest common denominator" positioning- trying to appeal to all ppl; ineffective
Product function > Category membership
Exemplars- associate with well-known, noteworthy brands/members in category
Product descriptors (follows brand name)
Communicate category benefits (fundamental reason to use category)- using performance, imagery association
2) Positioning basis- does it dominate competitors?
POD- attribute/benefit not found to same extent in competitors; backed by RTBs (reasons to believe, proof points)
Selection criteria
Desirable (to cust)- personally relevant
Deliverable (by firm)
Feasible- actual ability to make product/supply benefit
Communicable- effectiveness in convincing cust; support using factual evidence/proof points/"RTBs" to boost acceptance
Differentiated (from comp)- distinctive, superior, viable, long-term, sustainable against internal, external forces (preemptive, defensible, difficult to attack)
Types- functional (performance-related), abstract (imagery-related)
How to establish (for inversely-related associations)?
Separate attributes- separate marketing programme for each attribute; negative correlation less apparent when isolated
Leverage secondary entity's equity- lend credibility, borrow equity
Redefine r/s- provide different perspective (overlooked certain considerations); suggest r/s is positive
Straddle positions (1 set of positioning for multiple reference frames i.e. POD in 1 category > POP in other category)- "best-of-both-worlds"
If unsuccessful, perceived as illegitimate player in both categories
Update position over time (only when necessary)
Laddering- deepen brand meaning by uncovering relevant associations/motivations in a product category (address lower+higher-level needs)
Attributes > benefits > abstract values/motivations
Gives strategic alternatives- by repeatedly asking implications of attribute/benefit
Reacting- to competitive actions/threats
Do nothing (if competitor is no threat)
Defensive (if competitor is potential threat)- strengthen associations e.g. product/ad reassurance
Offensive (if competitor poses huge threat)- reposition brand/change brand meaning e.g. launch product extension, ad campaign
Good positioning
Considers present, future- forward-looking, obtainable
Identifies all relevant POPs (typically competitors PODs, cust perceived trade-offs)
Duality- rational, emotional; appeals to head, heart
POP- shared across brands
Types
Category- necessary conditions; typically generic/expected product lvl; qualifying considerations
Competitive- to negate competitor's POD
Correlational- inversely related PODs (e.g. cheap + quality); to address such trade-offs
Range of acceptance- brands need not be equal, minimum threshold
Brand mantra- 3-5 word phrase capturing brand essence
Design
Brand function (concrete/abstract)- product nature/category, experiences, benefits
Descriptive modifier- clarifies nature
Emotional modifier- what ways/how exactly benefit provided
Implementation
Communicate- define category and unique aspects, set boundaries
Simplify- vivid
Inspire- personally meaningful, relevant
Purpose
Present consistent image
Employees understand what brand represents, adjust actions accordingly- mental filter against brand-inappropriate marketing activities e.g. guides what product to introduce, ad campaigns; guides internal stakeholders' actions
Memorable, crucial brand considerations