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Building a Strong Brand

In: Business and Management

Submitted By aopimpsta
Words 288
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Building a strong brand • Establish brand identity (Who are you?) • Establish brand meaning (What are you?) • Elicit proper customer response (what do I think or feel about you?) • Convert brand responses to create brand resonance & intense, active loyalty (what about you and me? How much of a connection do I want?)

Stages of development Branding objective at each stage 1. Identity 2. Meaning 3. Response 4. Relationships

Intense, active loyalty
Positive accessible reations

Brand salience • Breadth and Depth of Awareness • Product Category Structure • Strategic Implications

Creating Buying habits • Early 1900s-Americans teeth health in decline • Advertising mastermind Cliff hopkins • Pepsodent asked for help • In 5 years, pepsodent on of best-known products on earth • Toothbrushing became a ritual for more than half of americans • Key: cue/routine/ reward cycle • Hopkins idea-tooth film as a cue

Brand performance • Describes how well the brand: ○ Meets customers' more functional needs ○ Rate on objective assessments of quality ○ Satisfies utilitarian, aesthetic, and economic customer needs and wants in the product or service category
Brand Imagery • User profile/Imagery • Purchase and usage situations/imagery • Brand Personality and values • Brand history, heritage, and experiences

Brand Judgments • Quality • Credibility • Consideration • Superiority

Brand Feelings • Customers' emotional responses and reactions to the brand • Relate to the social currency evoked by the brand ○ Feelings can be: § Experiential and immediate, increasing in level of intensity § Private and enduring, increasing in level of gravity
Brand Resonance • Behavioral loyalty • Attitudinal attachment • Sense of community • Active engagement

Brand Building Implications •

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