Why is branding important today?  Substantial, attention, structure
1.
2.
3.
Brands yield substantial business value based on the anchoring in the consumer’s mind.
Branding is a powerful technique in today’s attention economy.
Strong brands do not happen by chance but are a result of a structured process.
Functions of a brand: What do brands do for the customer?
1.
Trust: strong brand serves as an anchor of trust, leading to higher customer retention, share-ofwallet, and positive word-of-mouth, while reducing churn rates.
2.
Self-Expression: Brands act as vehicles for expressing identity. The theory of self-congruity
suggests that the more a brand aligns with a consumer's self-concept, the likelier they are to
purchase.
3.
Guidance: Brands reduce mental workload, providing information and helping in decisionmaking through their heritage, origin, product portfolio, and typical user profiles.
4.
Emotions: Like Pavlov's dog experiment, brands create emotional connections through repeated
exposure, leading consumers to associate certain emotions with the brand.
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Branding Challenges
Dynamic Market Changes:


Necessity for brands to adapt quickly to consumer
needs and trends.
Responsiveness to shifts in preferences, technology,
and competition.
Preventing Interchangeability:

Competition from Private Labels:

Aligning Identity and Image:


Crucial for brand identity to reflect consumer
perception.
Alignment influences trust and loyalty.
Importance of showcasing unique features to
maintain brand identity.
Manufacturer brands must distinguish themselves
from often cheaper private labels.
Digitalization:

Need for a strong digital presence to stay
competitive in a transparent market.
Globalization & Competition:

Brands compete globally, requiring strategies that
cater to both global and local markets.
Market Oversaturation:

Brands must differentiate to stand out in a cluttered
market.
Internal Brand Management:


Digital era elevates the role of employees as brand
representatives.
Internal branding and training are increasingly
important.
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Functions of a Brand
Guidance:

Brands offer functional benefits, easing
decision-making.

They provide information based on heritage,
products, and pricing.
Example: Barilla represents freshness, guiding their
customers to quality in their pasta products.
Emotions:

Brands create connections through consistent
positive emotional associations.

Advertising efforts anchor these emotions in
the consumer's mind.
Example: Coca-Cola symbolizes happiness and
celebration.
Self-Expression:

Brands serve as a medium for consumers to
express their identity.

Alignment with self-concept (self-congruity)
can drive purchase decisions.
Example: Patagonia resonates with environmentally
conscious consumers.
Trust:

Built through demonstrated competence,
reliability, and integrity.

Leads to customer loyalty, increased
spending, and advocacy.

Relies on fulfilling promises and maintaining a
positive image.
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Functions of a brand: Nike as an example:
Guidance


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
showcases its heritage of sports excellence
Innovations in athletic gear are emphasized
Endorsements by top athletes guide consumer
expectations
Clear messaging on product benefits simplifies purchasing
decisions
Emotions

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
Self-Expression
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

Nike serves as a symbol of personal fitness and
achievement.
The brand aligns with individuals who see themselves as
active and ambitious.
Wearing Nike expresses a commitment to a sporty and
healthy lifestyle.
The "Just Do It" slogan inspires motivation and
perseverance.
Advertisements evoke the emotional journey of
achieving athletic goals.
Creates a connection through shared values of success
and determination.
Trust



Trust built through consistent quality and innovation.
A reputation for leading the sportswear market instills
confidence.
Loyal customer base and brand recognition speak to
trust in Nike.
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Definitions of branding
Legal definition (EUIPO): Trademarks are signs used in trade to identify products.
The management definition: Brands are benefit clusters that yield sustainable differentiation.
→ Benefits are divided into functional and symbolic benefits.
A brand is a bundle of functional and symbolic advantages that create sustainable differentiation. This
perspective emphasizes that beyond simply identifying and distinguishing products, a brand encompasses a
bundle of attributes and associations that provide value to the consumer.
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
Functional benefits: Practical aspects of a product/service, ex. convenience, usability, problem-solving features.
Symbolic benefits: The brand's representation of social identity, status, and personal significance, often related to
lifestyle, values, or aspirations.
From a management perspective, brands are not just identity markers, they are dynamic and encompass a broader role
that includes building a relationship with the consumer based on the unique value they provide.
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Starbucks as a Brand
Starbucks is more than just a coffee shop; it's a brand that has crafted a unique cluster
of benefits, creating sustainable differentiation in the market of coffee retailers.
Functional Benefits:



Provides high-quality coffee and a
diverse menu that caters to
different tastes and dietary
preferences.
Offers a consistent product
experience across all its global
locations.
Creates a convenient customer
experience with mobile ordering,
drive-thru services, and free Wi-Fi
in stores.
Symbolic Benefits:



Starbucks positions itself as a "third
place" between home and work, symbolizing
comfort, community, and a personal escape.
The brand has become a status symbol;
carrying a Starbucks cup is often seen as a
lifestyle choice reflecting a modern and
cosmopolitan identity.
Engages in environmental sustainability and
ethical sourcing, which resonates with
consumers who prioritize corporate
responsibility.
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Starbucks successfully combines functional benefits with symbolic associations, reinforcing
its identity and ensuring its distinction as a leading brand in the coffee industry.
Identity-Based Brand Management: views a brand through two lenses: internal (company's definition) and
external (consumer perception).
Brand Identity (Management Perspective):
 Internal view of the brand's long-term characteristics.

Brand Vision: Future aspirations and goals of the
brand.

Brand Values: Core principles guiding actions and
communication.

Brand Personality: Human traits associated with
the brand.

Brand Competencies: Special abilities or expertise,
often linked to product quality.

Brand Offer: Specific products and services offered.
Linking Identity and Image:

aligning brand identity (company's intent) with brand image (consumer's
view).
Brand Image (Market Result):
 External view as perceived by target groups.

Brand Awareness: Recognition and recall level
among consumers.

Brand Knowledge: Information consumers hold
about the brand and its offerings.

Brand Benefits: Perceived functional and symbolic
advantages.

Global Image: Overall consumer impression of the
brand.

Communication through various touchpoints is key to shaping brand
image.
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
aim = create coherence between how brand is presented (identity) and
how perceived (image).
Importance:

crucial for consistent brand management

Vital for building strong, relatable brands that endure over time
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Brand Identity (Management Perspective)
Brand Image (Market Result)
Brand Vision: Nike's vision is to be the leading
innovator in athletic footwear, apparel, equipment, and
accessories, inspiring athletes around the world.
Brand Values: Nike emphasizes innovation, inspiration,
and empowerment in sports and fitness.
Brand Personality: The brand embodies characteristics of
being energetic, motivational, and high performing.
Brand Competencies: Nike is known for its high-quality,
technologically advanced sports products and its
effective marketing campaigns.
Brand Offer: Nike offers a wide range of athletic
products, including footwear, apparel, and sports
equipment.
Brand Awareness: Nike is highly recognized globally, with
the "swoosh" logo and "Just Do It" slogan being iconic.
Brand Knowledge: Consumers associate Nike with professional
athletics, high-quality sports apparel, and innovative
design.
Brand Benefits: The functional benefits include highquality athletic performance, while the symbolic benefits
are associated with determination, success, and the
athletic lifestyle.
Global Image: Nike is perceived as a leader in the sports
apparel industry, synonymous with sporting excellence and
cutting-edge design.
Linking Identity and Image
Nike aligns its brand identity (what it stands for and offers) with its brand image (public perception). This is achieved through consistent branding across all
touchpoints, including product design, marketing campaigns, sponsorships of athletes, and social media presence.
By ensuring that its internal vision, values, personality, competencies, and offers are reflected in the public's perception and knowledge of the brand, Nike has
established a strong, cohesive brand identity that resonates with its target market.
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Purpose of the Brand Funnel:

Maps the customer journey with a brand, from awareness to advocacy.

Highlights customer progression stages and identifies improvement areas.
Stages of the Brand Funnel:

Aided Awareness: Initial recognition when prompted. Consumers recognize the brand from a list or suggestion, without
needing to recall it independently. Importance: Essential for initial brand introduction

Familiarity: Post-recognition, consumers gain deeper knowledge about the brand's offerings and values, moving beyond
just recognizing the brand. Importance: Builds deeper brand connections and understanding

Relevant Set: Consumers consider the brand among their shortlist for potential purchases. The brand is seen as relevant
and a primary choice in its category. Importance: Marks the brand's entry into consumer purchase considerations

First Choice: The brand becomes the preferred option among the relevant set. This stage is pivotal as it directly relates to
actual purchase decisions and market share. Importance: : Indicates strong brand preference and potential sales

Recommendation: Final stage where loyal customers actively recommend the brand to others, enhancing the brand’s
influence through word-of-mouth. Importance: Drives organic growth and reinforces brand credibility.
Goal of the Brand Funnel:
not only facilitate sales but also cultivate loyal brand advocates.
Understanding funnel helps businesses pinpoint where they might be
losing potential customers & where enhance the customer experience.
Application in Brand Strategy:
Use funnel to gauge brand health at each stage.
Identify opportunities for strengthening brand appeal & customer
retention.
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
Aided Awareness: Most consumers, when presented with sports apparel or
athletic footwear options, will recognize the Nike brand when they see the
iconic Swoosh logo or hear the slogan "Just Do It".

Familiarity: Consumers familiar with Nike are aware of its product range,
from sports shoes to apparel, and its association with top athletes and
sports events. They understand Nike's reputation for quality, innovation,
and association with athletic excellence.

Relevant Set: When thinking of purchasing athletic wear or sneakers, Nike
is often part of the shortlist for many consumers, especially those
prioritizing performance and style.

First Choice: For many in the market for sports-related goods, Nike is
often the first choice due to its strong brand image, quality assurance,
and the latest technology in athletic gear.

Recommendation: Satisfied Nike customers frequently recommend the brand to
others, advocating for its products based on their positive experiences.
This could be seen in social media posts, reviews, or word-of-mouth
endorsements, reinforcing Nike's presence and credibility in the market.
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Brand Positioning = Positioning is not what you do to a product. Positioning is what you do to the mind
of the prospect. That is, you position the product in the mind of the prospect.
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framework that helps marketers define &
communicate brand's unique value proposition.
consists of three main elements, CDR: clarity,
relevance and differentiation.
Elements work together to establish brand's position
in minds of consumers
→ Inefficient Positioning: If a brand lacks clarity, relevance, or differentiation, its positioning is considered
inefficient. Examples: tech product with advanced features that aren't communicated clearly or fashion
brand that doesn't distinguish itself from similar labels.
Importance in Marketing Strategy:



Effective positioning differentiates a brand in a crowded market.
Helps in creating a unique brand identity that resonates with the target audience.
Influences consumer perception and decision-making, guiding them towards choosing the brand over others.
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Definition of Clarity in Brand Positioning:

Clarity is about making the brand's message and value proposition easily understandable to the consumer

It helps consumers quickly comprehend what the brand represents and offers.
Key Components of Clarity:

Brand Identity: Clarity begins with a distinct brand identity, which includes the brand's values, personality, vision,
and standpoints.

Power of Three: A principle that suggests concepts grouped in threes are more
memorable and impactful, enhancing communication clarity.
Consistency: brand's message being uniform across all platforms and
touchpoints.  ensures coherent brand experience, whether in-store, online,
or through advertising.
Continuity: maintaining the core brand message and identity over time.
 adapting to market changes while preserving the brand’s essence,
contributing to long-term brand equity and recognition.
→ For a brand to be effectively positioned in the minds of consumers, it must communicate clearly what it represents, ensure
that this representation is consistent wherever the brand appears, and maintain this representation throughout its lifespan.
These three elements work together to build a strong, reliable, and recognizable brand.
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Example Nike:
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Clarity: Nike's message "Just Do It" promotes motivation and athletic excellence, clearly conveying the brand's
dedication to performance and innovation.
Brand Identity: Nike is synonymous with athleticism, high-quality performance wear, and the spirit of competition,
reflected consistently in its marketing and product lines.
Power of Three: Nike focuses on performance, innovation, and inspiration, making its brand message memorable
and impactful.
Consistency: Across all channels, from product design to athlete endorsements, Nike ensures a uniform and
recognizable brand experience.
Continuity: Nike has consistently emphasized athletic excellence and innovation, maintaining this message as a core
part of its brand across decades.
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Definition of Relevance in Brand Positioning:

Relevance is the degree to which a brand's offerings and messaging resonate with the interests, needs, and priorities of
its target audience.

It determines how meaningful and significant a brand is to consumers, influencing their engagement and choice.
Key Components of Relevance:

Benefits: valuable offerings provided by a brand to meet consumer needs and wants. They can be functional (e.g.,
convenience, performance, reliability) or symbolic (e.g., prestige, identity, lifestyle).
 offer expected need fulfillment, making the brand more appealing and relevant to the consumer.
Example: electric car brand offering extended range and fast charging appeals to consumers valuing environmental
consciousness and convenience

Vitality: Refers to a brand's ability to stay dynamic, current, and significant over time by adapting to trends, maintaining
cultural significance, and engaging consumers.
 ensures brand remains relevant by evolving with current trends & topics, keeping brand in consumer conversations.
Example: tech company frequently updating its software to stay abreast with the latest technological advancements
appeals to users who value innovation and security.
Distinguishing Benefits from Facts:
Emphasizing benefits over mere technical facts can enhance a brand's relevance. For instance, Intel promotes the speed and
reliability of its processors, which resonates more with consumers than just listing technical specifications.
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Benefits = Expected need fulfillment
Addressing Needs Using Maslow’s Hierarchy: Maslow’s Hierarchy helps brands address various consumer
needs from basic physiological needs to self-actualization.
Examples:

Physiological Needs: Affordable food products
from a grocery store brand.

Safety Needs: Security systems for home
safety.

Love & Belonging: Social media platforms for
community.

Esteem Needs: Luxury cars for status and
respect.

Self-Actualization: Educational brands for
personal growth.
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Identifying deeper rooted needs: Laddering technique
 connects what a product has (Attributes) to what it does for the consumer (Consequences), and how
that fulfills their deeper personal goals (Values)
Attributes: characteristics of a product / service

Concrete: Tangible features (e.g., a washing machine
with multiple programs).

Abstract: Intangible aspects (e.g., the range of washing
programs for convenience).
Consequences: outcomes that consumers experience from
using the product / service

Functional: Practical benefits (e.g., the best-fit washing
program).

Emotional: Personal feelings (e.g., satisfaction from
clean laundry).
Values: End-goals or states of being that drive consumer
behavior (e.g., freedom).
Patagonia:
Attributes:

Concrete: Durable, weather-resistant clothing.

Abstract: Commitment to sustainability and
environmental responsibility.
Consequences:

Functional: Reliability for outdoor activities.

Emotional: Feeling of responsibility and pride.
Values: Desire for ecological preservation and personal
integrity.
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Vitality = Using current trends and topics to create talk-about of your brand
 refers to a brand’s ability to stay relevant, dynamic, and engaging by adapting to current trends and
topics  brand's capacity to evolve with changing consumer preferences & market conditions.

Using Topicality to Create Vitality: Brands use current events, trends, and popular topics to maintain
visibility and relevance. By staying current, brands remain part of the ongoing conversation.

Application in Brand Management: Vitality keeps a brand relevant in the rapidly changing market. It’s
about adapting and evolving with the times to stay connected with the target audience.

Measures to Create Vitality: Brands can use various marketing tactics to inject vitality, such as:
o creating viral marketing campaigns
o utilizing billboards in key locations
o running promotions
o hosting or sponsoring events
o engaging with influencer marketing
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Trend identification in branding involves understanding and mapping three fundamental trend elements:
human, technological, and societal trends.
Human Trends:
 Changes in consumer behavior, lifestyle choices,
values, and demographics.
Technological Trends:
 Advancements in technology altering consumer-brand
interactions, like mobile apps, social media, and ecommerce.
Societal Trends:
 Broader societal shifts
such as environmental
consciousness or health
and wellness.
Basic Needs in Trend Identification:
Core needs that consumers seek to fulfill, enduring even as
markets evolve  essential for brands to maintain relevance.
Drivers of Change:
Forces shaping the direction of consumer expectations and
market movement  monitor + respond to drivers to stay
ahead in market
Innovations:
New solutions developed by brands in response to evolving
consumer needs and preferences.
The "Sweet Spot" in Trend Identification:
convergence point where a brand’s offering meets basic
consumer needs, adapts to drivers of change, and
incorporates innovation.
 Positioning in this "Sweet Spot" helps brands strongly
resonate with consumers, fulfilling expectations and standing
out from competitors.
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Differentiation focuses on how a brand sets itself apart from competitors, emphasizing its unique
features or benefits.
Points-of-Parity (PoP):

Attributes where brand matches its competitors,
meeting basic expectations of category.

Examples: Safety features in cars
 Prevents customers from dismissing the brand due to
a lack of fundamental features.
Points-of-Difference (PoD):

Unique attributes or benefits that distinguish a
brand from its competitors.

Critical for winning in marketplace by offering
compelling reasons to choose brand.

Examples: Tesla's autopilot feature
 Highlights a brand's unique qualities, making it stand
out in the market.
Brand Personality:

Set of human character traits applicable & relevant
to brands.

Essential for making brand more relatable and
human-like to consumers.
 Creates a unique emotional connection with
consumers.
 Helps brands to stand out beyond just product
features.
Integrating PoP, PoD, and Brand Personality:
Successful differentiation combines meeting basic
expectations (PoP), offering unique selling points (PoD),
and a distinctive brand personality.
Ensures a well-rounded brand identity that appeals to
consumers at multiple levels.
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Choosing PoP or PoD: KANO model
 A tool for identifying which product or service features influence customer choice.
 Categorizes features into basic needs, performance needs, and delighters.
Basic Needs:

Essential features that customers expect as standard.

Role in Differentiation: Serve as Points-of-Parity (PoP), ensuring customer satisfaction at a fundamental level.

Example: In smartphones, basic needs include reliable connectivity and battery life.
Performance Needs:

Attributes that increase satisfaction when present and cause dissatisfaction when absent.

Role in Differentiation: Can act as Points-of-Difference (PoD) if they surpass competitors' offerings.

Example: Camera quality or storage space in smartphones.
Delighters:

Features that provide a competitive edge by
exceeding customer expectations.

Role in Differentiation: Strongly differentiate a brand,
offering unique value and appeal.

Example: Innovative features like advanced facial recognition or
ecosystem of connected devices in smartphones.
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Strategic Application:

Brands should balance meeting basic needs with providing performance features and delighters.

Differentiation is maximized when a brand effectively addresses all three categories, creating a
compelling reason for customer choice.
Implications for Brand Positioning:

Understanding customer preferences in each category helps crafting strong brand positioning strategy.

Brands can prioritize features based on their impact on customer satisfaction and loyalty.
Example for Understanding Kano Model:
 A car brand could focus on safety features (basic needs), fuel efficiency (performance needs), and
autonomous driving technology (delighters) to differentiate from competitors.
Key Takeaway:
valuable framework for brands to identify where to invest in product development and marketing for
effective differentiation.
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Understanding Brand Personality:
The set of human character traits applicable and relevant to
brands.
 Humanizes a brand, creating a unique emotional
connection with consumers.
 Differentiates a brand beyond product features.
Brand Personality Scale (BPS):
 Sincerity: Genuine, honest, wholesome. Example: Dove with its real beauty campaigns.
 Excitement: Spirited, imaginative, up-to-date. Example: Red Bull's extreme sports image.
 Competence: Reliable, intelligent, successful. Example: Google’s tech leadership.
 Sophistication: Charming, glamorous, aspirational. Example: Chanel's luxurious appeal.
 Ruggedness: Outdoorsy, tough, adventurous. Example: Patagonia's durable gear.
Case Study: Apple Inc.:
Excitement: Showcased through innovation and anticipated product launches.
Competence: Reflected in reliable products and user-friendly interfaces.
Sophistication: Evident in sleek design and premium pricing.
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Process of Brand Positioning
The process of brand positioning involves strategically defining and communicating the
unique value proposition of a brand in the minds of its target group.
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Step 1: Brand Analysis
 thorough examination of the brand's current market position, strengths, weaknesses,
opportunities, and threats
 understanding how consumers perceive the brand and identifying the brand's unique
attributes.
1.
2.
3.
Ensure Relevance: Does the brand resonate with what the audience cares about?
Identify Differentiation: How does the brand stand out from the competition?
Match with Brand identity: Does the brand's positioning reflect its true character + values?
Key activities:
Brand Audit: evaluate current state of brand including visual identity
Competitor Analysis: assess strengths weaknesses + threats of competitors
Customer Insights: collect and analyze data
SWOT
 Outcome: thorough understanding of brands current position, market context and areas for
improvement or differentiation
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Step 2: Positioning model: how a brand strategically aligns its core values, benefits, personality
traits, and reasons to believe (RtBs) to create a distinct market position.
Brand Core: essence or heart of the brand. It’s what the brand stands for, often encapsulated in a slogan or core message.
 Nike’s brand core is often associated with performance and inspiration, encapsulated in its iconic slogan “Just Do It.”
Benefits: These are the practical and emotional advantages that the brand provides.
 Benefit 1: high-performance athletic wear
 Benefit 2: innovative technology in its products
 Benefit 3: fashion-forward design
Personality Traits: These are human-like traits attributed to the brand.
 inspiring (Trait 1), innovative (Trait 2), and determined (Trait 3)
Reasons to Believe (RtB): These are the justifications or proof points that
back up the brand's claims.
RtB 1: endorsements from professional athletes
RtB 2: its history of product innovation
RtB 3: customer testimonials or its brand legacy in sports
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Step 3: Creative Execution
 bringing a brand's strategy to life through visual and communicative design
 includes development + consistent application of corporate design elements across all customer touchpoints to build
distinctive brand identity
1.
2.
3.
Corporate Design
Logo: A recognizable graphic representation of the brand.
Key Visuals: The central, recurring images or design elements used across marketing materials.
Colors: Color schemes selected to evoke specific emotions aligned with the brand's personality.
Font: Typography chosen to reflect the brand's character and ensure legibility across mediums.
Design Guidelines: Rules that ensure consistency in the use of all design elements.
Core Messages: the essential themes a brand promotes across all communications
Communication Plan: dictates the where (channels like social media or TV) and when (timing for
campaigns and ads) to deliver these messages effectively
Symbolic Meanings of Colors:
Red: Energy, passion, danger.
Orange: Creativity, youth, enthusiasm.
Yellow: Happiness, hope, spontaneity.
Green: Nature, growth, harmony.
Blue: Calmness, trust, competence.
Purple: Luxury, mystery, spirituality.
Pink: Femininity, playfulness, romance.
Brown: Health, warmth, honesty.
Black: Power, elegance, perfection.
White: Purity, innocence, minimalism.
Gray: Professionalism, formality, convention.
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Brand Portfolio Management
 Strategic approach to optimize a company's collection of brands.
 Focuses on ensuring that multiple brands under one umbrella complement each other, cater to
diverse target groups, and collectively contribute to business success.
Major Questions:
 Which target group(s)?
 What goal?
 What role?
 How many brands?
 Which relationship?
Product Branding: Focuses on creating a distinct identity for specific products.
 Target Group: Consumers, end-users, retailers.
Employer Branding: Centers on a company's reputation as an employer.
 Target Group: Job seekers, current employees, potential talents.
Corporate Branding: Builds and manages the identity of the entire organization.
 Target Group: Stakeholders, investors, influencers.
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Dimensions of Brand Portfolios:
 include both the vertical (brand architecture) and horizontal (multi-branding) aspects,
shaping how a company structures and manages its collection of brands.
Vertical Dimension: Brand Architecture
 Defines the hierarchy and relationship between a
corporate brand and its product brands.
Branded House: Utilizes a single corporate brand across
all products and services.
Example: Google, where services like Google Maps and
Google Drive share the Google name.
Endorsement Branding: Features sub-brands endorsed
by corporate brand, leveraging reputation while allowing
distinct product identities.
Example: Procter & Gamble endorsing brands like Tide
and Pampers with the P&G name.
House of Brands: Maintains separate identities for each
product, with corporate brand in background.
Example: Unilever with distinct brands like Dove and
Lipton, separate from Unilever's corporate identity.
Horizontal Dimension: Multi-Branding
 Involves managing multiple brands within the same
market category.
Single-Brand Strategy: Focuses on one brand per market
segment for clarity and strong presence.
Example: Red Bull dominates the energy drink segment
with a single, focused brand.
Multi-Brand Strategy: Offers multiple brands within the
same category to cater to diverse consumer preferences
and cover more market segments.
Example: Volkswagen Group with various automotive
brands like Audi, Porsche, and Skoda, each appealing to
different consumer segments.
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Key Takeaways:
Brand architecture (vertical dimension) is about how a company structures the relationship between its corporate brand
and product brands.
Multi-branding (horizontal dimension) focuses on how a company positions different brands within the same market
category.
The choice of brand architecture and multi-branding strategies depends on the company's goals, market dynamics, and
target consumer segments.
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Internal Brand Management
 refers to the strategies and practices that ensure a company's employees understand, support, and embody the
brand's values and positioning
Brand Positioning Concept:
Definition: Establishing how the brand wishes to be perceived in the market.
Key Aspect: Clear internal communication of the brand's core message and values across the organization.
Anchoring Among All Employees:
Goal: To deeply embed the brand's positioning within the company culture.
Requirement: Every employee, from leadership to front-line staff, must
understand and embody the brand's identity and their role in representing it.
Operational Execution:
Process: Translating the brand's positioning into everyday operations.
Expectation: Employees must deliver on the brand's promise through consistent
actions and decisions, providing a uniform brand experience to customers.
Key Strategies in Internal Brand Management:
Promoting Brand Knowledge: Ensuring all employees are well-informed about the brand's history, values, objectives, and strategies.
Cultivating Brand Commitment: Developing strong psychological connection between brand and employees  act in brand's best interests.
 Internal brand management is crucial for ensuring that a brand's positioning and values are
consistently reflected not just in marketing but in every aspect of the company's operations and
employee behavior.
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