Brand Development
2007/// Filed in: Marketing
Levitt and Doyle stress that building powerful brands starts with a strong/quality product (tangibles). When a quality product targets a well-defined segment, is well-positioned, and satisfies the needs of customers it is possible to take the next step and develop the "basic brand" -positive associations, design, benefits, etc. The basic brand can be further developed into an "augmented brand" by exceeding the customer expectations through service (enlarging the core product), and this into a "power/potential brand" that will provide additional emotional/psychological benefits.
Kapfferer provides a framework for "brand building:"
-Attributes: rational product features
-Functional Benefits: rational expectations as a result of using the brand
-Emotional Rewards: emotional benefits from using the brand
-Values of Users: what the users of the brand care about the most
-Personality: image of the brand expressed in human terms
-Essence: the "soul" of the brand. The single idea that fuses key emotional and functional benefits.
References:
[1] Doyle, "Marketing Management & Strategy"
[2] Aaken, "Building Strong Brands"
[3] Aaken, "Brand Leadership"
[4] Chong, "International Marketing Study Guide -- U.London (External)"
[5] Kapfferer, "Strategic Brand Management"
[6] Levitt, "Marketing Success Through Differentiation - or Anything" HRB
Kapfferer provides a framework for "brand building:"
-Attributes: rational product features
-Functional Benefits: rational expectations as a result of using the brand
-Emotional Rewards: emotional benefits from using the brand
-Values of Users: what the users of the brand care about the most
-Personality: image of the brand expressed in human terms
-Essence: the "soul" of the brand. The single idea that fuses key emotional and functional benefits.
References:
[1] Doyle, "Marketing Management & Strategy"
[2] Aaken, "Building Strong Brands"
[3] Aaken, "Brand Leadership"
[4] Chong, "International Marketing Study Guide -- U.London (External)"
[5] Kapfferer, "Strategic Brand Management"
[6] Levitt, "Marketing Success Through Differentiation - or Anything" HRB