Brand Concept Management
Chapter 13
Brand Benefits
• Functional - intrinsic advantage (Head &
Shoulders eliminates my dandruff)
• Symbolic - extrinsic advantage - (H&S
makes me beautiful) Badge brands fulfill
needs for self esteem
• Experiential - usage imagery (H&S tingles
when I lather it onto my scalp)
Stages of Positioning Strategies
• Introductory - helps consumers to
understand brand image
• Elaboration - help consumers perceive
brand’s increasing value
• Fortification - links brand image to image
of other brand products in different product
classes
Functional Benefit Concepts
Introduction
Elaboration
Fortification
Clorox bleach
prob/solve
strategy;
cotton to synth
soil/stain
remover;
new scents
Vaseline skin balm
prob/solve
strategy;
extend usage
health/beauty
products;
Intensive care
BabyWipes
Symbolic & Experiential
Benefit Concepts
Introduction
Elaboration
Fortification
Lenox china
Brooks Bros. suit
Symbolic Concepts
controlled mkt. Mix
26 stores, control
crystal, silver
shoes, cologne
Experiential Concepts
Houses, outfits
magnifiers, large
blocks
magazine, games
do-it-yourself
furniture
Barbie Doll
Lego Blocks
Repositioning
• Establish more compelling POD and POP
• Change target audience (Frosted Flakes)
• Develop a new use (Baking soda)
Equity Reinforced
Marketing actions must consistently convey the
meaning of the brand to consumers in terms of
what products the brand represents, core benefits
supplied, needs satisfied and uniqueness.
Reinforcing strategy - enhance brand meaning and
associations
Revitalizing strategy - recapture lost sources by
expanding awareness and improving brand
associations and image
Brand Portfolio Adjustments
• Migration strategies - acquire new
consumers by making brand seem relevant
to them personally
• “You are who you are become of where you
were when” outlook
• Tactics - testimonial ads, line extensions, on
line offerings, retail stores
Questions
• How might Disney maintain brand equity in
the film Bambi over the years?
• Which strategy, reinforce or revitalize, is
most important for the Bambi brand?
• Would symbolic or experiential concepts be
more suitable to the Bambi brand?
Predictors of Success
Brand
• Johnnie Walker Scotch
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Evian
Jockey
Volkswagen
Victoria’s Secret
Swiss Army
Extension
upscale men’s apparel
deodorant
fitted sheets
golf carts
laundry detergent
frozen meals