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MKTG7502 Strategic Branding
1. New Products and Brand extensions
2. Ansoff’s Growth Matrix
3. Potential Advantages and Disadvantages of Extensions
4. The Link Between Brand Extensions and Brand Equity
5. Vertical Extensions (Upwards or Downwards)
Recap from Lecture 12
2
Some of the key concepts from last week’s lecture
Lecture 13 Learning Objectives
3
After today’s lecture you will be able to…
1. Consider the importance of the various topics from this semester
2. Reflect on your own future career aspirations
Please note:
Please revise all course content this semester: All lectures,
tutorials and readings, and you may find the Articulate Rise
Modules helpful also.
- This lecture is an overview only, and is not a reteach of
content covered.
- This lecture is not focussed on content only for A3 (you
must review the whole course for A3)
CBBE
5
Customer-Based Brand Equity Framework
6
• Related to the strength of the brand node or
trace in memory
• Reflected by consumers’ ability to recall or
recognize a brand under different conditions
Brand
awareness
• Consumer perceptions of and preferences for a
brand
• Measured by various types of brand
associations
Brand
image
Brand Knowledge
7
The dimensions of brand associations depend on three factors:
1. Strength: Function of both the amount, or quantity, of processing that
information initially receives, and the nature, or quality, of the processing
2. Favorability: Favorable associations for a brand are those that are
desirable to customers, successfully delivered by the product, and conveyed
by the supporting marketing program
3. Uniqueness: To create the differential response that leads to customer-
based brand equity, marketers need to associate unique, meaningful points-
of-difference to the brand that provide a competitive advantage and a reason
for consumers to buy it
Brand Associations
8
Brand associations are ideally strong, favourable and unique.
Dominant theme to build brand equity is the importance of:
Complementarity:
•Choosing different brand elements and supporting marketing
activities
•Potential contribution to brand equity of one compensates for the
shortcomings of others
Consistency:
•Across elements helps create the highest level of awareness and
the strongest and most favorable associations possible
Building Brand Equity
9
Complementarity and Consistency
Guidelines for Building Brand Equity
11
Source: Keller & Swaminathan (2020)
12
• Improved perceptions of product
performance
• Greater customer loyalty
• Less vulnerability to competitive
marketing actions
• Less vulnerability to marketing crises
• Higher margins
• More inelastic consumer response to
price increases
Brand Equity Outcomes – Brand Benefits
These are just some of the brand equity outcomes discussed by Keller & Swaminathan (2020)
• More elastic consumer response to price
decreases
• Greater trade cooperation and support
• Increased marketing communication
effectiveness
• Possible licensing opportunities
• Additional brand extension opportunities
• Improved attraction and retention of
employees
CRICOS 00025B
So, this is it!! Week 13 is now over.
Thank you for being such a fabulous cohort this
semester! Hope you’ve had as much fun as I have ☺
Please complete your SECATs – your feedback is so
important to us. It makes all our efforts worthwhile.
Best wishes in your final exams and assignments. Have
a happy and safe Winter break.