Marketing 2A
COMKA2
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What will be covered
in today’s lesson?
Brand differentiation
Week 6
Lesson Brand elements
11
Brand management & equity
Why is strategic brand management necessary?
Strategic brand management combines the
design and implementation of marketing
activities and programs to build, measure
and manage brands to maximise their value.
It has four main steps:
(1) identifying and establishing brand
positioning
(2) planning and implementing brand
marketing
(3) measuring and interpreting brand
performance and
(4) growing and sustaining brand value.
Keller, K.L. and Brexendorf, T.O. (2019). Strategic Brand Management
Process. Handbuch Markenführung, [online] pp.155–175.
doi:https://doi.org/10.1007/978-3-658-13342-9_8.
Activity 1: The essence of branding
Read this article by HubSpot that explains what Brand Essence is. Discuss the examples they
provided in the article.
Kirsch, K. (2022). What Is Brand Essence? 5 Examples. [online] blog.hubspot.com. Available at:
https://blog.hubspot.com/marketing/what-is-brand-
essence#:~:text=Brand%20essence%20is%20the%20soul. [Accessed 7 March 2024]
In your own words, what is brand essence?
Activity 1: The essence of branding (answer)
In your own words, what is the essence of branding?
• Branding is the process of imbuing products and services with brand power, creating distinctions between them.
• Marketers use brand elements to communicate the identity and value of a product, aiding consumers in decision-
making.
• Effective branding establishes mental structures that help consumers organize knowledge about products, providing
value to the firm.
• Brands play crucial roles in improving consumers' lives and enhancing financial value for firms.
• Branding resides in the minds and hearts of consumers, rooted in reality but reflecting consumer views and
idiosyncrasies.
• Successful branding requires convincing consumers of meaningful differences among brands in a product or service
category.
• Brand differences can be product-related (innovation) or non-product-related (understanding consumer motivations and
creating appealing imagery).
• Successful brands are perceived as genuine and authentic, becoming indispensable in customers' lives.
• Branding is applicable to physical goods, services, stores, places organizations or ideas, offering choices to consumers.
• Branding is significant in sports, arts and entertainment, with notable sports brands, like those from Madrid, Spain,
gaining global recognition.
(Kotler & Keller 2022: 236)
Activity 2: The importance of brands
What are the importance of brands for consumers and the importance of brands for firms?
Watch this video.
The Importance of branding - In a nutshell. (2013). YouTube. Available at:
https://www.youtube.com/watch?v=cnr-QNuME2c. [Accessed 7 March 2024]
(Kotler & Keller 2022: 236 - 237)
Activity 3: Brand equity vs Brand power
What are the differences between brand equity and brand power?
Discuss in your groups and give feedback in class.
Watch the following two videos to understand the concepts better.
(Kotler & Keller 2022: 238)
What is Brand Equity? (2015). YouTube. Available at: https://www.youtube.com/watch?v=Wwu3Qvs31vk. [Accessed 7 March 2024]
Easy Marketing (2023). Brand Power: The ultimate guide to brand power in marketing. [online] Available at:
https://www.youtube.com/watch?v=hvyKCFo6nzs [Accessed 7 March 2024].
Designing the brand (Kotler & Keller 2022: 242)
Work through the section in your
textbook on designing a brand.
What stood out for you?
Watch the video on neuroscience of
branding on the next slide.
Designing the brand (Kotler & Keller 2022: 242)
Co-branding (Kotler & Keller 2022: 247)
Have you ever heard of co-branding? What does it mean? Can you think of any examples?
Co-branding
Carter, L. (2015). Co-Branding: 13 Tips for Growing
Your Brand Through Strategic Partnerships. [online]
Persona Design. Available at:
https://www.personadesign.ie/co-branding-13-tips-
for-growing-your-brand-through-strategic-
partnerships/. [Accessed 7 March 2024]
Brand repositioning
Once upon a time, Old Spice was 70 years old and so were its biggest fans. The
new brand “Axe” had disrupted the men’s body wash market with sleek styling
and fresh, energetic advertising. Meanwhile, in the public mindset, Old Spice
was just...old.
Younger consumers barely noticed Old Spice before NFL player Isaiah Mustafa
told us that “the tickets are now diamonds” and “anything is possible when your
man smells like Old Spice and not a lady (I’m on a horse).” If you missed it in
2010, here’s the commercial that relaunched Old Spice’s ship:
Old Spice (2010). Old Spice | The Man Your Man Could Smell Like. YouTube. Available at:
https://www.youtube.com/watch?v=owGykVbfgUE. [Accessed 7 March 2024]
Brand extensions
By looking at the image below, what do you think brand extensions mean?
Brand extensions
Brand Extension: When a firm introduces a new product in a different category or price tier using an established brand.
Examples: Honda uses its brand for products like automobiles, motorcycles, snowblowers, etc. Hershey Kisses, Adobe
Acrobat, Toyota Camry and Courtyard by Marriott are examples of sub-brands.
Parent Brand: The existing brand giving birth to a brand extension or sub-brand; can be termed a master brand or
family brand if associated with multiple products.
Line Extension: Addition of new products within the current product line, involving variations in flavors, forms, colors,
etc. (e.g., Dannon's yogurt line extensions).
Differentiation: Brand extensions enter new product categories, while line extensions expand within the current
category.
Successful Examples: Dunkin’ Donuts coffee, Progresso Light soups and Hormel Compleats microwave meals are cited
as successful brand extensions.
New Brands: Despite the prevalence of brand extensions, some new products are introduced each year under entirely
new brands.
(Kotler & Keller 2022: 251)
(Kotler & Keller 2022: 257 - Luxury Academy (2017). Emotional Connections: The Art of Luxury Branding and Consumer
Luxury branding 259) Psychology. [online] Available at: https://www.youtube.com/watch?v=3cYD1O95Psc [Accessed 7
March 2024].
What Happens Next?
•Please work through the content for Week 6, Lesson 11.
•Do the activities within Week 6, Lesson 11.
•Complete self-assessment quiz Week 6, Lesson 11.
•It is important to have a thorough understanding of the
following:
•Driving growth in competitive markets
References
Easy Marketing (2023). Brand Power: The ultimate guide to brand power in marketing. [online] Available at:
https://www.youtube.com/watch?v=hvyKCFo6nzs [Accessed 7 March 2024].
Keller, K.L. and Brexendorf, T.O. (2019). Strategic Brand Management Process. Handbuch Markenführung,
[online] pp.155–175. doi:https://doi.org/10.1007/978-3-658-13342-9_8.
Kirsch, K. (2022). What Is Brand Essence? 5 Examples. [online] blog.hubspot.com. Available at:
https://blog.hubspot.com/marketing/what-is-brand-essence#:~:text=Brand%20essence%20is%20the%20soul.
[Accessed 7 March 2024]
Kotler, P. & Keller, K. L. 2022. Marketing Management: Global Edition. Essex: Pearson Education Limited. 16th
Edition.
Luxury Academy (2017). Emotional Connections: The Art of Luxury Branding and Consumer Psychology. [online]
Available at: https://www.youtube.com/watch?v=3cYD1O95Psc [Accessed 7 March 2024].
What is Brand Equity? (2015). YouTube. Available at: https://www.youtube.com/watch?v=Wwu3Qvs31vk.
[Accessed 7 March 2024]
